Baby Creysi
Founded in 1973, Baby Creysi is the leading group of baby and toddler clothing brands in Mexico. With over 3,000 points of sale and 60 proprietary stores, it relies on trend forecasting to understand and adapt its strategy, ensuring it remains the most relevant brand in the sector.
The challenge
Baby Creysi faced the challenge of increasing foot traffic to its stores and enhancing brand awareness across different generations. This required a deep understanding of evolving consumer preferences and emerging retail trends that resonate with a multi-generational audience and a ‘hustle culture’ consumer persona.
The collaboration with WGSN
From product development to marketing, the teams at Baby Creysi rely on WGSN’s insights to make informed business decisions. They found WGSN’s reports and content essential in establishing a concept store, which focuses on behavioural and consumer insights. By exploring WGSN’s #CreativeCollabs on the Feed, Baby Creysi envisioned an inclusive space that combines children’s fashion with artisanal ice cream and a cafe. This “fashion and gourmet” concept, inspired by WGSN’s insights, aims to attract a broader audience and encourage repeat visits by offering a complete family experience. Ultimately, this approach seeks to increase foot traffic to its stores.
The concept was simple and appealing: after shopping, families could unwind with a coffee, enjoy ice cream and converse while their children played, painted or decorated cookies in a cosy and fun setting.
The result
The new store concept, inspired by WGSN’s insights, has led to a remarkable 40% growth in the brand’s income and enhanced brand awareness across different generations, increasing its perceived value.
