A storied, luxury department store collaborated with a well-known mass merchant to create a specialty line of fashion apparel and accessories. The collaboration was seen by some to be an existential risk to the luxury retailer and they needed assurances it would not tarnish the brand name
The research design called for verified shoppers to give their opinions on the product selection, its quality, and on their sentiments toward the luxury retailer and the mass-merchant. Live interviews were conducted with shoppers as they exited stores around the country.
The research confirmed that suspicions of the collaboration were valid, but also reassured managers that brand health remained unaffected in the medium and long-term.