STEP 1: What brand values are most important to you as a consumer? Gen Z is known to prioritize brands that are socially aware. They are attuned to authenticity and attracted to brands that they can relate to or see themselves in. As a result, we're seeing retailers commit to a number of new values-based initiatives related to things like sustainability, diversity, equity, and inclusion. As a consumer, what brand values are currently most important to you?.

STEP 2: Select a forward-thinking retailer. Select a forward-thinking retailer that you believe aligns well with your brand values. Short profile of the retailer that includes the retailer's name, origin story, what type of retailer they are (e.g. specialty, fitness, hospitality...), and highlight their claim to fame.

STEP 3: Define the Brand's Personality. Review the retailer's website and social media footprint. Based upon their self-presentation, articulate the retailer's brand personality (e.g., exciting, young, confident) and describe their brand values (e.g., family-oriented, progressive, diversity & inclusion).

STEP 4: Conduct a Sentiment Analysis . Conduct online research about the retailer to find out what people are saying about them. Search for online reviews of the retailer, find blog posts/videos focused on the retailer from key influencers, and explore their social media channels for consumer feedback about the retailer (comment sections often give you a great idea of where a retailer stands with their audience!) Summarize your findings from each medium to establish public sentiment around the brand and present your findings in a visually appealing, informative manner.

STEP 5: Brand Sentiment . Based upon your research in Step 4, construct an evidence-based statement that speaks to the overall brand sentiment around the retailer. Does it appear positive, negative, a mix of both?

STEP 6: SWOT Analysis. Based upon your research in Step 4, and your conclusion in Step 5, conduct a SWOT analysis of the retailer. Your goal is to capture what the retailer is doing well, what they could do better (consumer pain points), and what opportunities and threats they need to be paying attention to BASED UPON YOUR RESEARCH. Present your analysis in a chart (point form notes are acceptable.)

STEP 7: Best Practices. Based upon your findings, briefly outline 3 best practices that you believe set this retailer apart from their competition and enhance customer experience/brand sentiment/loyalty in the postCovid retail era. Why should they be elevated as a best practice in retail?

STEP 8: a list of references at the end of your document.