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Cross-Generation Brand Perception Analysis for a Luxury Label

Industry: Luxury Fashion
Market: China
Language: Chinese
Methodologies: Audience Analysis, Competitor Analysis, Topic Analysis

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Challenge:

Our client, an American luxury fashion label, sought to understand how its target audience of Gen Z consumers in China perceived the concept of Contemporary Luxury, and how local competitors in the field marketed the concept in their messaging and campaigns. This case study gives an overview of how our team of native Chinese speakers gleaned vital insights from competitor intelligence, topic analysis and audience analysis to answer our client’s key business questions.

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