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Vogue Business Custom Insights

uses the power of Condé Nast’s global reach to offer bespoke research, market studies, trend mapping and analysis.

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The six options below can be delivered as live or virtual workshops and presentations, together with slide decks, reports or playbooks for you and your team to keep.

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Bespoke research

Using our Condé Nast audiences, we conduct both quantitative (survey-based) and qualitative (interviews) research to provide you with unique consumer insights.

This includes:

The ability to conduct custom surveys across Condé Nast’s global audiences in 31 markets

Unique access to highly engaged consumers across all luxury verticals (fashion, hard luxury, beauty, travel & hospitality, motoring and gastronomy)

A network of consultants and local experts able to moderate focus groups and qualitative interviews

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Innovation insights and workshops

Innovation workshops with Vogue Business advisors and editors

On-the-ground site visits and cultural tours

Consultations with industry experts and futurists

This includes:

Using our network of on-the-ground experts and global Condé Nast editors, we can achieve a unique understanding of local cultural drivers and opportunities to innovate in a way that’s relevant and scalable for you and your business.

Competitive intelligence and trends mapping

Regular (monthly or quarterly) reports and newsletters curated from an ‘always on’ approach

The latest trends and advancements in key development spaces, for example technology, sustainability, culture and consumer behaviour — including M&A activity, legislation and industry reaction

Case studies on early adopters, new technologies and partnerships

This includes:

We develop insights around new technologies, cultural shifts, marketing and category trends to help you prepare for the future of luxury. These trends and innovation updates can take the form of report decks, newsletters, presentations, or workshops. They provide essential, cutting-edge insights for innovation teams, research & development teams, brand & marketing divisions and investors in the industry.

Index benchmarking

Gap analysis reviewing consumer perception versus actual performance

Best-in-class strategies identified by Vogue Business editors

A one-hour presentation to senior stakeholders

This includes:

Using our proprietary data from flagship studies such as the Vogue Business Index and the Vogue Business Beauty Index, we can dive into comparative performance and best practices for your brand and its selected rivals. The Vogue Business Index methodologies provide a comprehensive assessment of the dynamics driving growth and success across luxury fashion and beauty’s most exciting emerging brands, as well as long-standing industry stalwarts. For fashion, we draw upon data from over 5,000 luxury consumers in 11 markets, underpinned by Vogue and GQ subscribers, spending a minimum of $2,000 on luxury fashion each year. For beauty, we survey over 3,000 respondents in six key markets with high spend and purchase frequency for premium beauty. The result is a one-of-a-kind study, blending quantitative insights from consumer research with a unique benchmarking assessment across omnichannel, ESG and innovation.

Sustainability 101 workshops and consumer studies

We offer a unique approach to evaluating sustainability priorities, and bring together agents of change from brands, technology, think tanks and startups to create collaborative solutions that progress the sustainable future of fashion. Delivered as a half-day workshop for you and your team, we provide a forum for champions of sustainability in their respective brands and industries to exchange ideas and learn about new approaches and solutions.

Bespoke research or editorial stimulus

Case studies and structured discussion agendas

A Vogue Business moderator to facilitate discussions and takeaways

This includes:

Cultural insights

Desk research and tension mining — understanding culture shifts and challenges in different territories

Interviewing in-market experts and building case studies

Synthesising trends and identifying who is impacted by them across brands and consumers

This includes:

Using our network of on-the-ground experts and editors, as well as the resources provided by our wealth of local titles across Condé Nast, we can create a deep understanding of local cultural drivers and the moments that matter. Through this approach, we can identify emerging trends and highlight market nuances. We can also map the insights to your business development priorities, for example Gen Z needs, holistic wellness, retail tourism, redefining family etc.

If you are interested in working with Vogue Business Custom Insights or would like to find out more, please contact the Custom Insights team by emailing Commercial@voguebusiness.com

Conducting custom surveys in seven markets for an Italian luxury brand

An established, Italian luxury brand wanted to understand how to improve its content strategy to convert consumers and boost repeat customers. It also needed to know what other services it should introduce to encourage loyalty, maintain a luxury positioning and build closer relationships with shoppers. Additionally, the brand wanted to innovate its product strategy, to increase spend and stay relevant. Vogue Business ran a two-phase research project alongside delivering insights via two workshops — one for the brand’s C-suite and one for its operational teams.

The client benefited from receiving a range of highly actionable insights, such as understanding the value of hero products as a gateway for new shoppers, versus the need to elevate a wider range of products in post-sale communications to increase shoppers’ exposure to a full offer of goods and services.

Bespoke research

Innovation insights and workshops

Competitive intelligence and trends mapping

Index benchmarking

Sustainability 101 workshops and consumer studies

Cultural insights

rEAD CASE STUDY

Innovation and inspiration workshop for a global entertainment company

The innovation leadership team of a global music and entertainment company needed to get up to speed on current and emerging US entertainment trends to inform their product development plans. The company sought to understand the latest entertainment innovations and explore how their products might improve the consumer and creator experience. Vogue Business organised virtual sessions with US — and global — entertainment experts from within the Condé Nast network

(Wired, Pitchfork and Vogue), as well as external futurists and those at the forefront of new entertainment formats. The client was then taken on a five-day tour, curated by Vogue Business, that included Coachella, the state-of-the-art Sofi Stadium and joining meetings in LA with experts from the worlds of gaming and sport. They gained first-hand experience and expert advice on their US innovation roadmap and have made plans to repeat this initiative in several other regions.

Supporting a global luxury conglomerate with quarterly insights on Web 3 and circularity

The parent company of some of the world’s biggest hard luxury brands sought a regular touchpoint that could provide its insight and innovation team with a quarterly deep dive into the latest trends, developments and solutions emerging in the technology and sustainability space. In particular, the client wanted to validate the adoption of the newest solutions in Web 3 and metaverse environments, as well as circularity solutions such as digital product passports (DPPs). Vogue Business began a year-long programme designed to bring to life the true innovation landscape for the client’s innovation team.

Following an in-person workshop in Paris to identify focus areas and priorities, the client received a quarterly report and presentation identifying the top 10 trends, a summary of new players or partnerships within these trends, a ‘pulse check’ on the momentum of these trends, and early signals on emerging trends affecting these strategic priorities.

Repositioning a heritage Italian footwear brand

A long-standing leader in the Italian footwear space was pursuing a brand repositioning strategy and needed to measure the impact of its transformation efforts. Using data from the Vogue Business Index, we provided a baseline on consumer perception and digital performance for the client and nine of its direct rivals to understand its competitive positioning alongside other legacy luxury brands with a specialism in leather goods. The brand’s senior marketing team benefited from a presentation offering insights into quick wins and longer-term priorities to focus on, including content strategy, media planning and omnichannel features. Two years after the repositioning was completed, we repeated the benchmarking exercise, charting the transition over the four editions since the original study was conducted.

We were able to prove that by implementing these recommendations the brand’s perception, advocacy and purchase intent had improved, while also demonstrating higher awareness and engagement among a younger cohort of consumers.

Helping a fast fashion brand pursue a sustainable transformation programme

One of the world’s largest fast fashion brands was embarking on a global transformation strategy to improve the sustainability of its supply chain and processes, but acknowledged that for budget-driven customers, sustainability was not the number one driver. They needed to understand what the impact of initiatives like new sustainable ranges or delivery processes — and potentially an impact on price — could have on the end consumer. The client also wanted advice on which strategies, such as sourcing or resale, could lead to the biggest improvements on both compliance and brand reputation. Vogue Business conducted a survey across 2,500 fashion consumers in the US, the UK and France to understand their shopping preferences and priorities, where sustainability falls in

the consideration process and what shoppers would need from brands in order to understand more about the new initiatives and how it would affect them. The client received actionable recommendations, including adding a dedicated communication programme to its social media plan, embedding sustainability information in product display pages and introducing community elements to its new resale platform. Additionally, the brand was keen to validate the insights with the industry and discover new partners that could help to fuel further solutions, so we hosted two private insights workshops in London and New York, inviting sustainable brand leaders and startups to discuss the research and exchange ideas on how to implement some of these strategies.

Providing cultural analysis to a Japanese skincare brand looking to expand internationally

A Japanese skincare brand wanted to understand the local cultural influences impacting attitudes to beauty and skincare routines in new market territories such as Singapore, Taiwan and India. Vogue Business conducted an extensive research project with the support of local experts to identify key signals of beauty growth in each market. The client’s executive research team benefited from a virtual workshop outlining the growing trends in mind, body and face categories as well as best-practice case studies from brands tapping into these trends.

These case studies also looked at the macro-drivers of cultural transformation, including post-Covid attitudes to well-being, return-to-office impact on socialising, population and migration patterns, new technologies and platforms, government legislation, and the digital entertainment infrastructures.

rEAD CASE STUDY

Bespoke research

Innovation insights and workshops

Competitive intelligence and trends mapping

Index benchmarking

Sustainability 101 workshops and consumer studies

Cultural insights

rEAD CASE STUDY

GET IN TOUCH

rEAD CASE STUDY

GET IN TOUCH