global premium fashion brand · China
defining the next phase of China relevance
Identified and validated the growth bets that would make the brand more relevant to Chinese consumers.
a global premium fashion brand needed to understand where its next phase of growth in china should come from.
we diagnosed brand perception, consumer momentum, category permission and channel dynamics, then translated the work into five focused growth bets.
what we designed
five validated growth bets across desirability, city expansion, handbags, cultural relevance and icon products — supported by a clearer channel model.
impact
5 research-supported growth bets · 33 / 50 identified handbags as the potential next hero category · < rmb 2,500 — strongest willingness to pay for ballet flats
how we built the view
1m+ red posts scanned · 10 vip depth interviews · 40 buyers / non-buyers · 4 cities · 4 industry executives · 3 benchmark brands
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