Launched a Gen Z-focused sub-brand that achieved $40M in first-year revenue, 3x the initial forecast, by aligning with the values uncovered through consumer research.

A luxury fashion house needed to understand Gen Z luxury consumers and their attitudes toward sustainability to inform a new sub-brand launch.

LuxuryCo Brands recognised that Gen Z consumers were approaching luxury differently from previous generations, but lacked the data to inform their strategy. We conducted a multi-market study combining quantitative profiling with immersive qualitative research, including digital ethnography and social listening. The research uncovered that Gen Z luxury consumers valued 'craftsmanship transparency' and 'circular economy participation' significantly more than 'brand heritage' - the traditional luxury positioning. Armed with these insights, LuxuryCo launched a new sub-brand built around radical transparency in sourcing and a circular resale programme. The launch exceeded all expectations, generating $40M in first-year revenue against a $13M forecast, with 62% of purchases coming from first-time luxury buyers.