Luxury Fashion
Success in luxury fashion goes beyond craftsmanship and heritage—it demands a deep understanding of evolving consumer desires. Staying ahead requires a seamless fusion of creative vision, brand storytelling, and strategic market insights.
The most iconic fashion houses don’t just sell products—they create cultural moments and emotional connections. From runway to retail, from digital to in-store experiences, every touchpoint must captivate and inspire. Today’s luxury consumers expect authenticity, exclusivity, and personalization at every step.
At Agility Research, we empower luxury fashion brands with data-driven insights to sharpen their strategy, refine their positioning, and anticipate the next wave of consumer trends. We help you answer critical questions: What drives desirability for your brand today? How can you strengthen engagement with affluent and next-gen consumers? Which emerging markets and trends will define the future of luxury fashion?
Let us help you shape the future of luxury fashion with intelligence, precision, and a deep understanding of the world’s most discerning consumers.
How to Engage VICs with
a Premium Private Shopping Program
Objective
Our client, one landmark luxury retailer in London, wanted to overall their Very Important Customers (VICs) loyalty program, with the aim to increase engagement, long term loyalty and ultimately spend within the retailer premises.
Approach
We helped the client better define the target segments within the VICs portfolio, define the brand entry points (the overall Brand Universe, the In-Store Experience, the Private Shopper and the Loyalty Builder), recruit VICs willing to share their experience and conducted in-depth interviews to fully understand customer behavior.
Impact
By leveraging the primary four drivers of VIC delight (Efficiency, Bespokeness, Status and Community), we provided the client with the data and insights needed to create and operationalize one of the most compelling VIC programs in the luxury space, which drove activation up 20% and retention up 32%
Understanding Luxury Brands
Very Important Customers
Objective
To reinvigorate its brands beyond the product line, one of the largest and most premium luxury goods groups wanted to better understand the fashion’s most valuable shopper, the luxury brand VIC. Our research sets out to unearth the secret lives of this exclusive subset of people, their experiences, delights and frustrations with brands.
Approach
As part of the research project, we interviewed 20 HNW consumers in US and China, who spent at least USD 30,000 on luxury brands in the past 12 months. We examined three key impact points with VICs: Lifestyle, to uncover their values, interests and passions, Brands, to explore the unique relationship they form with their favourite brands, Retail Experience, to understand what they consider exceptional service which build recognition and loyalty.
Impact
Ultimately, we used the data and insights gathered through the research to highlight opportunities for luxury brands part of the portfolio, with actionable and practical strategies to build lasting connections with those who matter most.
Facing a business challenge? Schedule a confidential discussion with our consultants today.
