The Majority Group facilitated customer interviews to uncover the core insight: customers loved the cultural significance but felt the items too special for everyday wearability. Together they reframed the Essentials collection around "everyday rituals," designed a tiered launch strategy with segmented early access, and ensured all creative showed real people in everyday settings. This direct customer feedback was crucial in developing the "sacred but not precious" concept that anchored the campaign, ensuring the collection promised pieces that honored heritage while being worn freely in everyday life. From campaign visuals that showed real people wearing pieces in everyday settings: (buying flowers at the bodega, commuting on the subway) to thoughtful, omnichannel messaging, the work connected customer insight, strategic positioning, creative execution into one cohesive story.