ConsultingWorking with clients across fashion, beauty, and lifestyle, I lead advisory briefs, planning and designing research tailored to their strategic needs. This work spans foresight frameworks, product category analysis, competitive strategy, and marketing evaluation.
Selected examples of work cover competitor analysis, marketing performance, and innovation tracking.
Competitor Analysis
Work with brands to devise go-to-market, digital, and perception strategies based on competitor analysis. Delivered either as an off-the-shelf offering (for the 60 brands studied in the Vogue Business Index) or as a bespoke quantitative solution. My work has helped brands assess rebrands, localise product strategies, and justify digital budgets to senior stakeholders.
Marketing Effectiveness
Lead quantitative and qualitative research to evaluate the effectiveness of marketing materials for luxury brands. Typically conducted as comparative studies, this research helps brands understand consumer reactions ahead of campaign launches.
Innovation Tracking
Lead innovation tracker studies for luxury clients, covering key areas such as generative AI and digital product passports (DPPs). Studies are conducted monthly or quarterly, with findings delivered via decks and newsletters.
