When luxury must become desirable (again)
Case study: Luxury
Need
A luxury jewelry house was looking to renew its storytelling and assert its global positioning, moving from a forgotten heritage to a desired, contemporary icon.
Approach
An assessment of the brand’s performance relative to its international competitors was made possible by setting up an exclusive panel of high-net-worth customers and using our Luxury Brand Equity Tracker tool.
Impact
The study revealed the gaps between brand storytelling and desirability levers, while providing communication guidelines mirroring the values and aspirations of luxury purchasers.
Revealing the value of an icon, step by step
Understanding luxury through the eyes of those who live it
A panel of high-income customers was brought together in several key markets: UK, USA, China and France, to reflect the voice of luxury. Their perceptions were used to assess the brand’s positioning in relation to the leaders and the levers of its desirability.
Measurement of the power of a luxury icon
To fine-tune the brand’s positioning in the luxury world and reinforce the icon, the Luxury Brand Equity Tracker enabled a comprehensive comparative assessment, combining quantitative and qualitative data on brand awareness, prestige, emotional connection and cultural relevance.
Diving into the heart of desirability
In-depth study of the attributes that shape desirability – style, rarity, heritage, innovation, exclusivity – revealed contrasting cultural expectations between China and Europe, while identifying universal levers dear to luxury buyers.
Identifying the brand’s narrative personality
Communication guidelines were drawn up to reflect the lifestyle, values and aspirations of jewelry purchasers. These guidelines help to adapt brand storytelling, align marketing teams and reinforce desirability in each strategic market.
This project revealed the importance of aligning brand storytelling and desirability levers, in order to transform dormant heritage into a modern icon, mirroring the expectations of the most demanding purchasers.
Stéphanie Sandler
Ifop Marketing
From myth to brand strategy
The study enabled the jewelry house to reassess its global storytelling, better understand the gaps between image and desirability, and redefine its communication axes. It provides a solid strategic framework for reinforcing the brand’s iconic status and seducing luxury buyers.
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