Case study 4: THE MOMENT BETWEEN LIFE AND DEATH

About Project

Challenge

The client is a famous fashion brand for expectant mothers in Ho Chi Minh City and across the country. The brand has been fiercely challenged that they needed to decide whether or not that they should abandone some stores. Sales had plummeted in three consecutive quarters, profit evaporated causing significant drops in products and design investment. Even worse, discount and promotion efforts unintentionally devalued the brand image.

Solution

Firstly, the assumptions were set out to narrow the possible solutions before proceeding with the project. The research methodology was an integrated approach, which include interviews expectant mothers in the luxury segment at HCM. Based on this hypothesis, the research team then explored market demand, current consumer trend for pregnant dresses in comparison with the trend 1-2 years ago; factors affecting the purchase decision of clothes during pregnancy and brand preferences; and opinion & satisfaction level of consumers with our client’s products compared to other competitors in the market

Result

The results exceeded the expectations of client: Instead of limiting their options to keep or close shops, the project team came up with 7 solutions to improve business performance of the brand. Strategies and recommendations were developed to help the client review the entire marketing plan in both short & long term.