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The client is a European gender-neutral accessible luxury fashion brand with an established global presence and strong growth in Asia over the past 3 years. The clothing brand is eminent for blurring the boundaries between a casual and chic style.
The client is looking to further extend its consumer network into Mainland China, on top of its current stores available across 6 major cities in China and online platforms including the official WeChat mini-program shop, flagship stores on JD.COM and Tmall, as well as its official website.
They reached out to Daxue Consulting to achieve a deeper understanding of its brand image and main assets from the perspective of its Chinese consumers and potential customers.
We divided the research into three steps:
Step 1: Brand audit via social listening
Step 2: Deep-dive into target buyers’ purchasing drivers and barriers towards the company
Step 3: Statistical assessment of brand awareness and sentiment among target buyers
We carried out a series of 35 one-to-one interviews and 35 shopalong in clients’ retail stores. Then we continued with another series of post-shopalong interviews to collect target buyers’ consumer gaps.
To statistically confirm clients’ brand awareness level and the existing target consumer gaps, we organized an online survey with 1000 participants across tier-1, new tier-1 and tier-2 cities.
We delivered our key findings regarding brand awareness measurement and qualification, as well as brand sentiment. We also mapped target buyers’ gaps, their profiles and decision-making process, to later offer an extensive China value proposition optimization, product assortment strategy and price positioning recommendation.
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