A global luxury brand detected the need to reinvent its in-store experience and “ready-to-wear fashion” offer. To reconnect with consumers, the brand set out to deconstruct the concept of luxury, the category’s customer journey and consumers’ current ratings of the brand’s on and offline services . We began with an exploratory study to identify new forms of purveying excellence in keeping with the brand equity values of elegance, sophistication and exclusivity. The results attained are now allowing the brand to redefine the entire purchase experience funnel.
Tools: Analysis of the cultural context of luxury, evaluation of the category’s SM, in-depth interviews with customers.