Understanding brand equity and consumer perception in luxury fashion

Overview

A British luxury fashion brand partnered with Phronesis to evaluate how affluent consumers perceive, engage with, and differentiate luxury brands across key stages of the purchase journey.

The brand had limited visibility into how consumers progressed from awareness and consideration to desirability and purchase across categories. It also found it difficult to benchmark itself against competing luxury brands on desirability, uniqueness, and trend relevance, while lacking a clear understanding of which consumer touch points and inspiration channels most strongly influence luxury purchase decisions.

Objective

Evaluate the brand's standing among affluent consumers by gathering insights into:

• Brand awareness and salience
• Category-level purchase and spending preferences
• Familiarity and consideration
• Purchase behavior and journey triggers
• Brand affinity and desirability drivers
• Brand perception

Approach

Conducted research with 1,000 affluent consumers across the UK, US, China, Japan, and South Korea.

Respondents qualified based on two criteria:

• Household income above USD 70,000
• Annual luxury spending of at least USD 2,000

Business Outcome

• Identified the key factors influencing consumer movement across different stages of the brand funnel
• Enabled differentiation against competing luxury brands across key perception dimensions
• Supported prioritization of high-impact consumer touch points across digital, social, and retail engagement channels