the women on the avenue

Managed brand development of fast-growing luxury fashion pure player. Requirement to identify current and target consumer groups to inform decision making within the business

Undertook in-depth questionnaire to further understand consumer need-states and build detailed pen portraits for development of more clearly defined business objectives.  User experience review across channels to ensure consistent messaging and engagement with defined target

Extensive questionnaire but each group received different rewards to encourage completion. Results supported a ‘change’ mindset throughout the business, including:

• Propensity to shop but price was a barrier so new premium luxe brands were added to edit
• Potential customers were waiting for right moment to engage – trust was an issue. Activity planned addressed nervousness with third party endorsements and associations such as the In Style Best Of British Talent partnership which resulted in mass coverage and increase in sales, traffic and brand confidence
• Opportunity to address challenges with sizing and designer availability – there was an appetite for more established designers. Buying team added more high profile designers such as 3.1 Philip Lim and Alexander Wang and increased size range to include UK sizes 12 & 14
• It was noted that all respondents loved hotels and travel as well as reading, so launch of the Culture Corner email was brought forward and partnership with travel brand i-escape continued