Social media is a crystal ball for understanding what consumers honestly think about products. Social media users engage in the digital space to share their views on whatever is on their minds, including their thoughts on brands they come in contact with on a daily basis. Clothing is one of those highly discussed subjects, with everyone from teenagers to fashion influencers commenting on the latest trends and styles.
Lee Jeans, an international denim and casual wear retailer, wanted to know what customers were saying about jean brands and the jeans industry as a whole. What jean-related topics are customers talking about the most? What trends were getting people talking? How do people feel when purchasing jeans? All of these questions were important for Lee to understand as it attempted to better connect with customers. The company performed surveys and focus groups, but DEG, a full-service digital agency and one of Inc. Magazine’s “25 Companies Changing the World,” presented the idea of a social listening audit as the optimal solution to Lee’s challenge.