My client is a retailer of apparel, sporting goods and other outdoor-focused products. The average age of customers was rising, and Bain was brought on to address brand challenges and the customer aging trend.

My role on the case was to evaluate the customer economics to understand customer value and retention, and then later in the case to model financial projections under the status quo aging trend and different strategic scenarios. In the end, we recommended the creation of a "sub-brand" and supported the client in its implementation of this new major initiative.