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Our client is a high-end European apparel and accessories group, with an impressive portfolio composed of 4 high-end fashion brands, all seeking to convey European fashion style across the world. Over the last decade, the group has been developing a strong international footprint today composed of more than 1,600 POS in 41 countries.
The client reached out to Daxue Consulting to research Mainland China’s menswear market with two of its brands in mind:
We designed a sequential and logical research path to identify relevant market opportunities for our client, divided into three steps:
Step 1: Analysis of high-end menswear categories’ segmentation, consumer dynamics and key players
Step 2: Competitors Benchmarking
Step 3: In-depth brand audit vs. selected competitors
We moved on to an analysis of 6 key market players’ market entry strategies and current marketing strategies to identify relevant best practices for our client. We carried out 20 interviews with selected market insiders and conducted online sales data scraping, to get the full picture of their practices in China.
With the use of social listening tools, an online survey with selected Chinese buyers and users of premium menswear, and additional interviews with customers of the clients’ brand and competitors, we analysed the brands’ performance in the Chinese market and listed all the pain points and opportunities for the future.
We presented our key findings on the premium menswear market, its buyers and users of male fashion products, as well as competitors’ best practices in an extensive report. Apart from the market analysis and competitors’ case studies, we compiled an extensive audit of the client’s brand performance in China.
We identified possible influencers to partner with, the best communication strategy and product portfolio, possible communication gaps and pain points, providing our clients with go-to recommendations for the China market strategy.
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