Purchase Journey Mapping for a Luxury Fashion Label
Industry: Luxury, Fashion
Market: China
Language: Chinese (Mandarin)
Methodologies: Topics Analysis, Competitor Analysis
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Challenge:
Our client, a US-based globally renowned luxury fashion brand, needed to gain an in-depth understanding of the market in China. This case study showed how our topic and competitor analysis supported their go-to-market strategy and helped them connect with Chinese audiences by:
- Establishing purchase drivers and barriers across multiple and varied product categories.
- Comparing the client’s products with a large range of competitors from luxury high-end brands to more affordable mid-range brands.
- Providing insights into a diverse consumer base, particularly across Generations X, Y and Z.