AI-powered brand health tracking for global luxury fashion company

Leveraging AI and machine learning to gather and analyse vast amounts of online conversations about the fashion brand and its competitors. 

Tracking brand perceptions from unstructured data

A global luxury fashion company wanted to track brand perceptions against a competitor set of 15 global luxury handbag companies across 7 core markets. This would help them to identify emerging trends and inform their brand positioning and omni-channel marketing strategies.

To achieve this, we combined our social media API data with the client’s  social media data from China, as well as bespoke webscraping of luxury bag forums. We then set up a robust data collection pipeline, which focused on user generated content and tagged each conversation with a topic area, brand, and emotion.

By analysing over 100,000 social media conversations using, we built a topic modelling framework to uncover key brand insights.

Creating a clear, structured topic modelling framework

We worked collaboratively with the marketing team to build a custom built topic modelling framework, covering areas including omni-channel experience, sustainability and brand perceptions.

This was built from 100,000s of historical conversations at the market level, as well as what the client’s input into what was important to track. From this, we identified and deep-dived on 15 topic clusters, including the language and hashtags used by consumers and what differentiated the brand against competitors.

What we recommended

Working with STRAT7 Advisory, we produced both in-depth data packs for the marketing teams and condensed reports for the Executive Team, which were presented in person. 

Based on our analysis, we provided key insights and recommendations around: 

– the digital channels the brand has more / less conversation than its peers and where should it focus its marketing spend in future
– how the topics and digital channels differed by region and audience age, and the implications for the brand
– the core drivers of brand equity, especially in ‘brand coolness’

These helped our client to understand their brand health (relative to the competition), identify key opportunities, make informed decisions about their marketing strategies, and improve brand equity.


Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.