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Désirabilité & Exclusivité Etude sur la mode de luxe China – Vague 2 – Septembre 2019 Promise Consulting | Berstein – September 2019
Désirabilité & ExclusivitéEtude sur la mode de luxeChina – Vague 2 – Septembre 2019
Promise Consulting | Berstein – September 2019
MethodologyDesirability & Exclusivity Luxury Research
Promise Consulting | Berstein – September 2019 Page 2
Methodology
DATA COLLECTION IN 2015, 2019
5% WEALTHIEST CHINESE
INDIVIDUALS
100% WOMEN 18-45 Y.O.
ONLINE CONSUMER PANELS
100% MOBILE RESPONSIVE
600 QUESTIONNAIRES
Promise Consulting | Berstein – September 2019 Page 2
MONCLER ENREGISTRE L’ECART LE PLUS ELEVE ENTRE DESIRABILITE (84) ET NOTORIETE (24), JUSTE
DERRIERE SHANG XIA (86 ET 15) (EN INDICES)
Promise Consulting | Berstein – Octobre 2019
+71
+60
Index (Chanel 100)
RELATION ENTRE LA NOTORIETE ET LA DESIRABILITE
Sco
re d
e D
ésir
ab
ilit
é (
2019)
Score de Notoriété (2019)
Indices (Chanel=100)
B. Venetta B. Venetta
LES 10 MARQUES LES PLUS DESIRABLES EN CHINE
2019 vs 2015
Promise Consulting | Berstein – Octobre 2019 Page 22
New entrant in top 10 in 2018NOUVEAUX ENTRANTS DANS
LE TOP10 EN 2019
2019INDICE
RANG
LES 10 MARQUES LES PLUS EXCLUSIVES EN CHINE
2019 vs 2015
Promise Consulting | Berstein – September 2019 Page 26
New entrant in top 10 in 2018NOUVEAUX ENTRANTS DANS
LE TOP10 EN 2019
INDICERG
RANG
2019INDICE
CHANEL EN TETE DU CLASSEMENT SUR LES TROIS DIMENSIONS NOTORIETE,
DESIRABILITE ET EXCLUSIVITE
Promise Consulting | Berstein – September 2019 Page 31
NO
TO
RIE
TE
DE
SIR
AB
ILIT
E
EX
CL
US
IVIT
E
About usPromise Consulting
Promise Consulting | Berstein – September 2019 Page 37
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A DEDICATED TEAM TO THE MARKET OF LUXURY GOODS #LUXURYLAB
VALERIE JOURDANKey Account Manager and CEO of Promise Consulting
Valérie Jourdan is graduated from ESCEM business school. She has 20 years of experience in
market research surveys. She is key account manager and CEO of Promise Consulting inc. She is
specialized in ad hoc research, in brand valuation and customers insights, especially in the soft
luxury sector. She has received awards from its peers for the quality and the innovatiness of its
consultancy in market research. In 2018, she was awarded for its collaboration with Exane BNP
Paribas: the research conducted together with Luca Solca, director of the luxury department, called
Brand Health Tracking is a reference tool in the luxury sector.
E-mail: [email protected]
Phone: + 33 1 78 09 03 65; +33 6 09 31 65 19
PHILIPPE JOURDANResearch Director of Promise Consulting
Philippe Jourdan is graduated from HEC business school. He has 25 years of experience in
marketing and market research. He is also associate professor in Paris University. He supervises
nearly 80 ad hoc surveys per year both in France and abroad. He created several methodolgies
and modeling in market research that are multi-awarded. He regularly publishes in academic
reviews and is the author of several books in market research and consumer research. He is
allegedly specialized in the measure of brand value from consumer point of view.
E-mail: [email protected]
Phone:+ 33 1 78 09 03 64; +33 6 62 66 09 27
Promise Consulting | Berstein – September 2019
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OUR VISION OF MARKET RESEARCH
SINCE 2000, WE HELP DECISION-MAKERS MAKE THE RIGHT DECISIONS
Since 2000, Promise Consulting’s commitment remained unchanged: we help decision-makers make the right decisions.
We help our clients in high-end sectors (soft and hard luxury) to strengthen the bond between their brands and their
customers and maximize their Return on Marketing Investment thanks to our tailor-made and consumer studies.
Our priority is always to provide tailor-made consumer studies that are adapted to our clients’ concerns. The scientific
models we have conceived are merely tools and framework that we may suggest and customize but never impose.
THE 3 P’S OF PROMISE CONSULTING’S CUSTOMIZATION
o Pragmatic: we always provide the best offer for each budget
o Present: we walk you through step by step, from A to Z
o Patient: we explain, we deliver simple and short reports. We are precise but not (too) technical.
TO MANAGE THE SIMPLEXITY© FOR THE BENEFIT OF OUR CLIENT (1)
Our commitment is summarized in one rule we stick to since 2000: the simplexity or the engagement to simplify the complexity
of marketing research for the stakeholders.
o For our interviewees: translate into a simple engaging, interactive questioning a need for information that is often complex.
More than 20 years in writing, editing, programing, piloting questionnaires administered in B2B and B2C online panels all
around the world.
o For our client: translate into operational results and recommendations a need for a better understanding of complex attitudes
& behaviors thanks to our know-how in editing a deck of charts, animating oral presentations, managing workshops with the
stakeholders inside your company, etc.
Promise Consulting | Berstein – September 2019
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OUR THREE AREAS OF EXPERTISE
Promise Consulting | Berstein – September 2019
