CASE STUDY: INTERNATIONAL LUXURY RETAILER
Challenge
An international jewelry manufacturer and retailer struggled to grow its US business despite success globally
Impact
New insights into the needs and preferences of the highest opportunity segments led to successful product launches and marketing campaigns which significantly increased same-store sales
Understanding the Target Customer
Success in global markets does not always translate into consumer acceptance in the United States, especially where luxury products are concerned. When we started started working with Client A, it became clear that the design and marketing teams had insufficient understanding of consumers: what drove their fashion sense, what they were willing to pay for and how to reach them. We developed a rigorous consumer research program which identified key sub-groups, or segments, based on their needs and priorities.
Connecting segmentation to consumer brand and activation
We go beyond traditional market research and data profiling to bring segments to life via segment-specific "style vocabularies." These allow product designers, merchandizers and marketers to develop and implement compelling design and marketing communications.