Danish sports brand Hummel is a market leader within the areas of sport and sport-fashion and its bumblebee symbol can be seen across the world.
ADDRESSING THE ISSUES
During the last few years Hummel has experienced significant growth in its sneaker business and while the company is a dominant player in the Danish market, this growth is primarily taking place in export markets.
However, Hummel lacked the market information needed to develop a solid strategy for continued future growth. This included details on key competitors in relevant markets, their market share, penetration across regions, consumer decision criteria and brand image.
Epinion was asked to conduct a survey among German consumers to provide Hummel with the necessary market insight.
To gather valid information from all regions in Germany, we conducted a web survey among 5,000 German consumers
The result was immediately applicable and valuable for Hummel and aided their expansion into Germany. Hummel has since commissioned us to perform similar studies in Denmark and Norway.