In the wake of Covid shopping shifts, the luxury conglomerate needed to re-evaluate the customer journey and refresh US customer personas to reflect post-pandemic realities. 

A highly complex survey was created in partnership with French research firm IFOP to measure attitudes and behaviors of affluent shoppers, taking into account multiple product categories and dozens of brands. The survey was fielded online to over 1,000 affluent fashion enthusiasts aged 25+ in the US; results were used by the North American strategy team to fuel internal meetings with the LVMH leadership.

OUR ROLE: Sample design & vendor management; Survey development; Programming & QA; Macro-level analysis

KEY OUTCOMES: Identified shopper openness to new in-store/retail offerings; Developed new personas for high-value US shoppers, including eCommerce prospects