THE CHALLENGE

A renowned luxury fashion brand was on a mission to breathe new life into their brand and draw in a younger audience. We embarked on a journey to uncover the lifestyle and core values of the younger elite in Japan and to eventually forge robust strategic plans designed to engage this demographic on an emotional level.

THE APPROACH

We began by conducting a comprehensive diagnosis of the brand’s existing strengths and challenges. First we engaged in insightful conversations with both loyal customers and stakeholders to understand where the brand stands today. We then synthesised luxury fashion experts’ views and semiotic analysis to identify the codes of luxury in contemporary Japan.  

To chart the path forward, we conducted friendship interviews with potential customers. This combined approach helped us map untapped opportunity territories and pave the way for a strategic direction in engaging this prospective audience.

THE OUTCOME

As a result of this comprehensive study, we unveiled the contours of the Japanese luxury landscape, shedding light on the brand’s current position. Our recommendations that were based on re-evaluating and re-prioritizing the brand’s existing assets, informed how to articulate these to be more relevant for potential new customers.
Building upon these insights, the project culminated in a collaborative co-creation session involving the global marketing team. Together, we ideated tangible marketing action plans designed to bring the brand closer to their desired audience.

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