We tested a shortlist of Chinese name candidates for Marc Jacobs across Chinese cities.
The challenge
A brand gets one chance to choose its name in a new market. As Chinese spending power grew, luxury brands had to sharpen their verbal and visual identity.
Our approach
Focus groups in Tier-1, Tier-2 and Tier-3 cities assessed relevance, fit, pronunciation and recognition, and revealed the motivations behind choices.
The result
A recommendation for the most suitable Chinese name, grounded in consumer needs and cultural context.
30+Marc Jacobs stores in China and Hong Kong
28%of LVMH revenue from growth in China
Brand-wide figures reflect the client’s overall performance, not this project alone.
