Case studies


Luxury Apparel Brand Re-positioning and Retail Flagship Launch

A global luxury apparel brand was making final preparations for opening its new flagship store in Tokyo’s fashion mecca Harajuku, after having invested time and effort in buying back all of its previously-issued licensing agreements. The company wished to explore its optimal way forward with brand positioning and redefinition at an elevated level among current brand fans, considerers, and competitor buyers, including brand preferences and shopping behaviours



  • Conducted 10 extended (2.5-hr) focus groups with female brand buyers (aged in their 30s, 40s, 50s, 60s) regarding:
  • Luxury apparel brand images and preferences
  • Shopping behaviours
  • Needs and purchase decision factors
  • Positioning concept evaluation
  • Purchase interest


  • Conducted online segmentation survey with 1,000 Tokyo- and Osaka-based females divided into five age brackets (20s, 30s, 40s, 50s, 60s), with questioning items addressing most of the above topics


Obtained comprehensive understanding of target consumer segments, perceptions, needs and expectations of this brand as it navigates its way forward

“The timing of this research was critical in helping us make final decisions about our new store and the experience we deliver there. The luxury apparel market is highly competitive, so even though our brand has been in Japan for many years, it is important that we maintain on top of the changing attitudes of our core customers and potential customers. Thank you for your support through the project!”

- Client voice
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