Revitalizing a Luxury Handbags and Accessories Brand
A global luxury handbag and accessory brand wished to evaluate a new global advertising campaign, as well as a number of new design directions as it sought to move forward in maintaining its elevated status with consumers. In addition to obtaining a deep understanding of its core customers, the company also wished to explore the opinions of fashion influencers and how they can be inspired.
Our Work
Qualitative
- Conducted 10 extended 4.0-hr ethno-inspired home visits, followed by shop-alongs
- Conducted 10 2.0-hr focus groups with female brand buyers (aged in their 30s, 40s, 50s, 60s) on:
- Luxury brand handbag/ accessory images and preferences, and preferences brand images/ preferences, needs/ purchase decision factors, shopping behaviours
- Positioning concept evaluation
- Product design evaluation 24 designs across a range of styles and prices)
- Purchase interest
- 10 1-hr interviews with fashion influencers (bloggers, trendsetters, etc.)
Quantitative
- Conducted online segmentation survey (n=1,000 Tokyo- and Osaka-based females, with 200 each aged 20s, 30s, 40s, 50s and 60s), with questioning items addressing most of the above topics
The Outcome
Obtained comprehensive understanding of target consumer perceptions, needs and expectations of this brand in fulfilling its global heritage, and how it can best engage Japanese luxury buyers in the future
“This has been so helpful to us in gaining a clear view of our local customers. For our global team, it’s sometimes difficult to understand how the Japanese response might be a little different to the advertising and product offering. The Carter team guided us through the research journey in a clear way that has created understanding amongst our local and international teams, and that has made a big and positive difference.”
– Client Voice