Case Study: Reef tracks brand evolution and perception with Tracksuit

How Reef uses Tracksuit to track its brand evolution

Reef, a surf-inspired footwear company, faced the challenge of evolving its brand from its heritage in comfortable flip-flops to include more stylish, fashion-forward footwear while tracking its changing brand perception. To support this strategic expansion and measure its impact, Reef partnered with brand tracking software vendor Tracksuit.

Using Tracksuit, Reef gained longitudinal views of its brand perception over time and accessed valuable data on consumer agreement with key brand attributes like style and comfort. The solution democratized data access for the entire marketing team, saving significant time. The measurable results included successfully indexing younger with a strategic collaboration and having internal data to confidently assert its position as a comfortable brand that indexes higher on style than competitors.

Reef

Meryl McCurry

Head of Brand Strategy