Solutions

• Evaluated drivers of luxury purchasing across cities
  • Identification of  key psychographics and purchasing drivers associated with each group
  • Detailed definition of what ‘status’ means across cities and key psychographics
  • Mapping of consumer approaches to marketing channels
• Evaluated consumer sensitivities towards retail operations
  • Evaluation of global vs. domestic purchasing behavior
  • Mapping of approaches to luxury categories
  • Mapping of approaches to logo vs. no logo products
  • Evaluation of consumer sensitivities towards store concepts and service levels
• Mapping of key challenges faced by client brands and evaluation of growth opportunities based on consumer behavior and sensitivities
  • Mapping of each brand’s performance across target cities
  • Creation of high level geographic strategies for each brand based on consumer demand
  • Identification of key marketing messages, assortment, etc. to emphasize in each key geography
• Prioritization of brands for the group to invest in for short and mid-term expansion

Methodology

• SmithStreet conducted over 300 in-depth consumer interviews (home visits) with luxury consumers across 10 cities in China, covering a mix of current, lapsed, and non-users across the client’s brands