BRINGING THE LUXURY CONSUMER TO LIFE

Following a brief from a global design-led fashion brand, we were asked to move beyond a quantified core target and get to the why behind it: the values, tensions and cultural forces shaping how this audience dresses, spends and shops, and what disrupting luxury would credibly look like from where they stand. We designed one programme with two analysis streams, opening with a semiotic decode of what luxury means today and running a single field programme of mobile diaries, depth interviews and in-person immersions with participants cast from cultural networks rather than panels. The work delivered two reports: a photo-led portrait of who the core target is and what luxury now means to them, and a journey map benchmarking the brand against its competitive set to isolate the few moments where it can genuinely shift a decision.