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Our client, an esteemed French fashion house, is renowned for its exceptional craftsmanship in luxury leather goods. With a legacy rooted in elegance and innovation, the brand stands out for its sophisticated handbags and accessories that encapsulate Parisian chic. Emphasizing unique design and functionality, this iconic label remains at the forefront of luxury fashion, representing the pinnacle of French sophistication.
The company reached out to Daxue Consulting to carry out an extensive brand audit and competitors benchmarking analysis in an attempt to adjust both its style and pricing strategy to better meet the needs of Chinese younger generations.
We divided our work on this project into three steps:
Step 1: Brand audit via social listening
Step 2: Analysis of customers’ drivers and barriers to purchase via focus groups
Step 3: Quantitative identification of client’s reputation via online survey
All of those steps included competitors benchmarking analysis, to better position the client among better-performing companies in China.
We then organized 3 focus groups in Shanghai with the client and selected customers to better understand customers’ doubts identified in the previous step and reasons why consumers compare the brand to its associated competitors.
The last step was an online survey of 1000 premium leather goods women buyers between 20-50 years old, across tier-1, -2 and -3 cities that know our clients’ brand and have purchased at least one handbag of the competitors’ brand within the last 12 months. This approach helped us quantitatively confirm the client’s brand sentiment (vs. selected competitors).
After all the data collection, we delivered our key recommendations for the client in the form of an extensive report, including:
The monthly report will allow you to keep track of the most important upcoming events about China around the world, as well as not to miss useful articles and reports. While the weekly newsletter will talk about the daily business cases of China, important local events and news.
