Retail-China Market Research Group

Case Study:

     Retail

Leading French Fashion Brand

 

Stage 1 Consumer Insights

Stage 2 Competitor Analysis

Stage 3 Strategy Formation

 

Background

Our client is one of Europe's top women's fashion clothing companies. Being successful in China for a decade, it engaged CMR to 1) discover new growth opportunities by identifying target market and needs and determining additional product lines that could be added to the main driver of growth in a halo effect, and 2) develop a 1, 3, 5-year strategic plan including a new sales channel strategy, how to brand the company, and how to position the company versus competitors.  

 

Stage 1 Consumer Insights

For Stage 1 of the project, CMR conducted 1-on-1 in-depth interviews with 300 consumers within our client's target demographic in 6 cities from Chengdu in the West to Tianjin in the Northeast. Through insight from our research, we were able to identify better sales channels to reach target consumers, and deliver to our client the actionable items needed to adjust and expand existing product lines and services in order to better capture and retain the business of their target market.

 

Stage 2 Competitor Analysis

In Stage 2 of the project, CMR gathered insight into key competitors by speaking with consumers about their experience with competitors, as well as conducting our own analysis of the competition via desk research. The insights regarding competitor strengths and weaknesses enabled CMR to provide client with the right strategy to position itself in the competition and define its brand.

 

Stage 3 Strategy Formation

Based on the information gathered from interviews and our own desk research, CMR was able to redefine and identify a new core target market, determine four new product lines that could be leveraged to sell, and update sales strategy from catalog-focused to a more profitable mix of e-commerce and retail stores.

 

Within several months of implementing our recommendations, our client's sales from e-commerce more than doubled and sales continued to increase with double digit growth rate.

 

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