Enterprise-wide influence
Insights informed marketing and business strategy across the organisation, including executive leadership and the CEO.
Our work
Tracking and strengthening a global fashion brand’s premium positioning
A leading global fashion brand partnered with 2CV to develop a continuous brand tracking programme capable of monitoring changing consumer expectations in an increasingly competitive market.
As the brand continued to skew towards the premium end of the market and attract higher-value audiences, ongoing insight was required to understand evolving brand equity, consumer perceptions and competitive performance across global markets.
Sector:
Fashion & Retail
Market:
Global
Expertise:
Brand Tracking, Consumer Insight, Strategic Consulting
The Challenge
As competition intensified across the fashion sector, the client needed a clearer understanding of how consumer expectations and brand perceptions were evolving over time.
The business required a robust global tracking programme that could monitor brand equity, identify changing consumer needs and provide a reliable benchmark against key competitors.
At the same time, the tracker needed to remain flexible enough to support decision-making in a rapidly changing retail environment.
Our approach
We designed and managed a continuous global tracking programme spanning more than six years.
Our work included:
- An initial pilot combining qualitative and quantitative research to identify key consumer needs and category dynamics
- Ongoing tracking of brand equity, audience perceptions and competitive performance
- Standardised reporting alongside bespoke analysis for a wide range of stakeholder groups
- Dynamic reporting and rapid-response insight to support decision-making during periods of significant market disruption
This created a comprehensive and evolving view of brand performance across global markets.
The Results
Agile business intelligence
Fast-response reporting enabled stakeholders to react quickly to changing market conditions and evolving consumer expectations.
#1 premium luxury brand consideration
The programme helped demonstrate the brand’s position as the most considered premium/luxury fashion brand globally, providing a clear measure of brand strength and progress.
The bold decision
In 2023, we redesigned the tracking programme to better meet the evolving needs of the business while preserving long-term trend comparability.
By running a parallel calibration wave, we ensured continuity of key metrics while introducing a more agile and effective framework capable of delivering faster, more actionable insight.