Consultancy
I help fashion, luxury and creative-industry organisations understand the people and cultures behind their markets. Combining qualitative research with cultural analysis, I support decisions about consumers, positioning and market development.
Where I can help
Understanding consumers and cultural contexts
Who are you trying to reach, and what matters to them? I explore how everyday practices, identities and cultural expectations shape people’s relationships with fashion and luxury.
Research can inform audience priorities, brand communication and the questions your team needs to investigate further.
Exploring markets and questioning assumptions
What might your current view of a market overlook? I examine differences within and across markets, with particular interests in modest fashion and fashion systems beyond established Western centres.
The work can help teams assess the relevance of an existing proposition and identify where deeper local understanding is needed.
Understanding craft, sustainability and value
How is value created, understood and communicated across a product’s journey? I investigate the relationships between making, livelihoods, cultural heritage and markets.
Projects can support organisations developing craft partnerships, examining sustainability narratives or seeking a fuller understanding of production contexts.
How I work
01
Define the question
We clarify the decision or challenge, what you already know and where the evidence is missing. This establishes a focused brief and a realistic scope.
02
Build the evidence
Depending on the question, I draw on interviews, observation, visual analysis and desk research to explore relevant perspectives and test assumptions.
03
Interpret and apply
I bring the findings together, explain their implications and identify practical options for your team. Recommendations distinguish what the evidence supports from what still needs investigation.
What a project can deliver
Depending on the brief, outputs may include:
A consumer or cultural insight report
A focused market briefing
Research-informed recommendations for positioning and communication
A workshop to interpret findings and explore next steps
Projects can range from a focused research brief to a longer advisory collaboration. Scope, methods, deliverables and timescale are agreed at the outset.