Gucci Group (now Kering) was intent on building a luxury portfolio to rival other luxury groups. The first priority was a vision for the portfolio, built off best understanding of luxury consumer attitudes and behaviour.

As part of the process from the start, we devised and ran a major consumer understanding project, designed to segment consumers on the basis of their brand repertoires and the image they sought to project. As well as providing a rich bank of insights, quant and qual input from 10 markets delivered 7 meaningful consumer groups and formed the basis for mapping group brands against competitors and acquisition targets.