Luxury Shoes and Handbags Brand Revitalization and New Design Evaluation

Case studies

FASHION

Luxury Shoes and Handbags Brand Revitalization and New Design Evaluation

A global luxury shoe and handbag brand sought Carter’s assistance in understanding current luxury buyer attitudes toward this iconic heritage brand. In addition to understanding consumer needs, the company wanted to explore fashion influencer opinions, and also to evaluate a number of new designs put forth at the global level, along with a new advertising campaign.

Photo by Arno Senoner on Unsplash

OUR WORK

Qualitative

Conducted 12 1.5-hr in-depth interviews with brand customers
Conducted 6 2.0-hr focus groups with female brand buyers (aged in their 30s, 40s, 50s, 60s) on:
Luxury shoe and handbag brand images/ preferences, needs/purchase decision factors
Product design evaluation 24 designs across a range of styles and prices)
Advertising campaign evaluation
Purchase interest
Conducted 24 30-minute “store intercept” interviews
Ten 1-hr interviews with fashion influencers (bloggers, trendsetters, etc.)

THE OUTCOME

Obtained clear direction as to how to adapt advertising campaign for use in Japan, as well as which of the new proposed designs were most appealing to Japanese consumers

“Thank you, Carter Team, for all your help and direction in making this research so valuable for us. We are so pleased to have a clarified view of our customers, and also to have explored how we might approach attracting new brand enthusiasts over time.”
- Client voice

All Fashion

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Account Manager (Qualitative)

Account Manager is a mid-level client service role that entails responsibility for small to mid-size market research projects.

Responsibilities

Building and maintaining client relationships
Qualitative research project management
Respondent interviewing and moderation (depth interviews and focus groups)
Report writing and presentation
Starting to take a leader role within the business and mentoring others

Qualifications

University degree
Native or N1 level Japanese
5+ years experience in a market research agency
Interviewing and moderation experience

SAORI HIRASAWA

Project Manager

Everyday at CarterJMRN is so different, and that’s why I enjoy working here. I always start my day by following my to-do list – though it’s rare that I can follow them precisely because there are always new projects and tasks. It is very important for us to keep up with the fast pace and be flexible. The best part of working here is learning. I am exposed to a wide range of industries which ensures that I am never bored. After working at CarterJMRN, I have come to see the world differently – even if it’s just the way I look at doing my shopping. For example, I closely observe clients’ products, competitors, layout of the shelving units, observing people’s behavior, etc.. We consider ourselves as a “partner” of our clients and work together with them. It requires a lot of effort to work in a team with very high professional standard, but it has been equally rewarding.