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Our client is a European fashion company specializing in accessible luxury ready-to-wear. It has a portfolio composed of high-end fashion brands that successfully penetrated the Chinese market through online and offline channels.
The company reached out to Daxue Consulting to conduct research that aims to achieve a deep understanding of female Gen-Z consumers in China and their path to purchase.
Our task was to determine Chinese female Gen Z premium fashion consumers’ path to purchase and analyze all personas, to identify all the existing purchasing scenarios. To do so, we divided our research into two parts:
Step 1: Statistical analysis of the Gen Z’s path to purchase and decision-making process
Step 2: Deep-dive into identified personas’ decision-making process and path to purchase
In this step, we wanted to understand Gen Z’s purchase path when purchasing affordable luxury fashion and the perceptions of female consumers towards our client’s brands and their selected competitors.
To do so, apart from extensive research, we conducted an online survey among 500 selected female Gen Z consumers.
We divided our second step into two parts:
The result of our extensive research included recommendations for optimal channel engagement strategy identification, as well as recommendations to target different consumer personas based on their various paths to purchase.
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