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Perceptual Maps - Houses of Kering Group
Date
July 2021
Project type
Research Report
Client
Kering - Luxury Group
To get a wide vision of the fashion luxury market in Vietnam, knowing as much as possible about the fashion Houses like Gucci, Balenciaga, or Dior is really essential for a fashion marketer.
Perceptual Map - known as Positioning Map was conducted to aim for the comparison of Houses of Kering Luxury Group. Ownership/ Sustainability/ Instagram Follower are considered as 3 key variables to rank their Houses through Brand Rationale.
From this paper, I obtained a new core that supports me in researching a fashion market - Perceptual Map (as Positioning Map).
More Detail: https://drive.google.com/file/d/16_wsssCMomZeXLn4GDP4YwHxhwEm0AVf/view?usp=sharing
