Brand strength evaluation of a luxury e-retailer

Overview

A leading multi-brand e-retailer of designer and luxury fashion brands wanted to understand its brand strength relative to competing e-retailers. The client also sought to assess fashion spending across affluent buyer personas developed using its proprietary segmentation model based on demographics, spending behavior, and attitudinal data.

Phronesis partnered with the client to measure brand performance across the customer funnel and identify where its strongest competitive overlap existed.

Objective

Measure brand strength across every stage of the customer funnel while gaining insights into:

• Fashion spending across different customer segments based on the client's existing persona framework
• Sources of information consumers use to discover fashion brands
• Advertising recall
• Brand imagery using Aaker's Brand Personality Scale, mapping 48 attributes across the Big Five personality dimensions
• Share of wallet across competing brands to identify the client's closest competitors

Approach

Conducted surveys with 9,200 luxury buyers across 16 countries. Phronesis redesigned the questionnaire from the first wave to establish a consistent brand funnel framework and capture the data required to calculate share of wallet.

• Applied hard and soft quotas based on household income, annual fashion spending, age, and gender in line with the client's target audience
• Programmed the client's proprietary segmentation algorithm to classify respondents into buyer personas using demographic, spending, and attitudinal data
• Calculated share of wallet across the client's brands and competing retailers, segmented by country, menswear and womenswear, household income, age, and annual fashion spend
• Provided end-to-end project management, including weekly progress reviews, trend analysis, and ongoing data reporting

Business Outcome

• Identified the most significant competitive threats by measuring customer overlap between the client's brands and competing retailers across markets and customer segments
• Enabled the client to prioritize opportunities to strengthen competitiveness across menswear, womenswear, and regional markets
• Delivered KPI dashboards and driver analysis to monitor brand performance, visitation, purchase behavior, and competitive positioning over time