Exploring Opportunities in the Retail Space to Cater to a Younger Audience in Japan
A European luxury fashion brand was working on attracting younger clients (luxury consumers in their 30s and 40s). The research was conducted to gain a deeper understanding of the needs and expectations of the new target group.
- Qualitative research with females and males who have an affinity for luxury fashion, especially RTW (ready to wear) products
- Participants visited the brand’s store and a competitor store followed by a short survey before joining a 1-hr online interview
- Identified the gap between the original brand image and in-store experience and discovered the brand image was not fully communicated to the younger audience
- Established an understanding of the ideal retail luxury shopping experience, i.e., client service, items, store displays, staff uniform, etc.
“Thank you for the report. We will apply these research results in our daily work for sure.”