Luxury Market & Competitive Intelligence — Kering
Gucci Cruise 2024 in Seoul, South Korea
Overview
Contributed to ongoing competitive intelligence and market trend analysis for Kering luxury brands in the South Korean market, tracking competitor campaigns and identifying patterns in digital execution and brand positioning
Key Responsibilities
Analyzed competitor campaigns across digital platforms (Kakao, Instagram, Naver), identifying differences in creative formats, messaging, and user flow
Tracked how luxury brands structured their campaigns from ad exposure to landing experience
Monitored recurring market trends, including KOL usage, offline activations, and category expansion
Produced recurring reports (monthly, bi-weekly) covering market trends, campaign strategies, and cross-channel activity
Maintained a structured tracker to monitor competitor campaigns across brands, channels, and time
Delivered insights through centralized reporting (SharePoint) to support global team visibility
Key Insight
Identified patterns in how luxury brands differentiate their digital presence across channels, from campaign messaging to landing experience and platform strategy.
Kering Monthly Trend Update - Case study
Kering Monthly Trend Update - Market Trend
Kering Monthly Trend Update - New opportunity
