The client, a leading global luxury group, manages a large portfolio of luxury brands that are at different stages of development and success in the China market; in order to guide brand-specific strategies and prioritize group investment across the brands, the client wanted a detailed understanding of the drivers and behavior for luxury consumers across Tier 1, 2 and 3 cities in China
• Evaluated drivers of luxury purchasing across cities
• Evaluated consumer sensitivities towards retail operations
• Mapping of key challenges faced by client brands and evaluation of growth opportunities based on consumer behavior and sensitivities
• 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
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