Westfield

This project involved brand strategy for luxury department store Westfield, delving into trend research and consumer insights to develop their product and marketing strategy in alignment with early adopter consumers.

Deliverables

Trend & Insight Analysis
Strategy

CHALLENGE

The key task was to identify key consumer typologies relevant to the Village proposition and develop a refined positioning and strategy for the proposition to:

• Reflect the tastes, trends and behaviours of a desirable audience of luxury shoppers both local and international

• Attract new customers and increase desirability for the centre

• Build the brand’s reputation and authority in London’s luxury landscape

Solution

I identified key consumer identities Westfield needed to explore, conducted interviews and delivered insights to the client in ‘A Day in the Life Of,’ format. Drivers, pillars and comms were also established to ensure Westfield was equipped with a 360° strategy.