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Strategybuilt for fashion & luxury

Premium brand strategy that protects margin and desirability.

How we work in fashion & luxury

What we take on in fashion and luxury

Premium businesses live on price and on desirability, and the two are measured differently.

  • Price that holds
    Rises anchored to something the customer can inspect, rather than to the last strong year.

  • The full-price mix
    Protecting the share of sales that never sees a markdown.

  • Client value over time
    Which relationships are worth building, and what they are worth once built.

  • Desirability, market by market
    Brand strength read where it differs, rather than averaged into one number.

Diagram: the same total sales split two ways, with the share sold at full price larger on the right, and the price the customer can inspect holding it there.TodayFull priceMarkdownPrice that holdsWhat we protectFull priceMarkdownClient value over time

A leading luxury jewellery house

A high-value, relationship-led client base the team could not see or act on in one place. Customer intelligence lived in CSVs and spreadsheets, so knowing what data existed, where the gaps were and which attributes mattered meant digging through files by hand, and some attributes covered only 15 to 50% of customers with no way to see it. Relationship managers and client advisors had no single place to see a customer in full, because value, persona, channel, product history and risk flags sat across separate analyses, spreadsheets and tools. Prospecting meant more than 30 minutes of manual searching per name, and media spend was set without a grounded picture of who the customers are or which channels genuinely reach them.

Read the full case study

  • 100+

    Customer attributes

  • 57%

    In three household types

  • 1 step

    Prospect research

See all of our work

Insights on fashion & luxury