Luxury Handbags and Apparel Brand Re-positioning and Brand Relaunch
A global luxury handbag, accessory and apparel brand that had largely lost its cache due to over-licensing that had made it ubiquitous was undergoing a global brand revitalization and relaunch. In Japan, the company sought to reclaim its legacy and re-inspire both old and new customers, by exploring consumer perceptions of the brand, as well as their reactions to a number of proposed (new) handbag/ accessory designs, and their expectations in terms of store experience.
- Conducted 12 extended (2.5-hr) focus groups with female and male brand buyers (aged 30s, 40s, 50s, 60s) on:
- Luxury brand handbag/ accessory images and preferences brand images/ preferences, needs/ purchase decision factors, shopping behaviours
- Product design evaluation (52 designs across six new lines)
- Purchase interest
- Conducted 24 30-minute “in-store-intercept” interviews with regarding experience, digital kiosk, etc.
- Conducted online segmentation survey (n=1,000 nationwide) with females and males, with 100 of each gender (aged 20s, 30s, 40s, 50s and 60s), with questioning items on most of above topics
“Fuel the Future” Workshop
- Full-day workshop with client’s top management team (representing marketing, store experience, customer service, licensing, finance, legal, and human resources); led by CarterJMRN Team, and resulting in achieving President’s objective of achieving consensus and a clear pathway forward
“This comprehensive research has allowed us to understand our customers and potential customers much better, and importantly, to see beyond the blind spots we sometimes have as a brand that has been in Japan for some 50 years. Incorporating Carter’s full-day ‘Fuel the Future’ Workshop was instrumental in bringing our top management team together with a clear and unified strategy going forward.”- Client voice