What: Capri Holdings' vice president of global analytics has transformed the company's data culture through a comprehensive consumer feedback system that predicts sales performance and shapes creative decisions.

Why it is important: The transformation reflects a crucial evolution in luxury retail, where consumer insights directly influence product development and marketing, potentially reducing the risk of unsuccessful launches and improving inventory efficiency.

Capri Holdings has revolutionised its approach to luxury retail by establishing an extensive consumer research programme encompassing 75,000 global participants. Under the leadership of Manuel Neto, vice president of global analytics, the company has developed a sophisticated system that surveys three distinct customer segments: existing purchasers, potential customers, and those planning future purchases. This innovative approach enables the company to test campaigns before launch, gathering vital feedback on brand heat and affinity. The research lab's influence extends beyond marketing, informing inventory management and regional distribution strategies. Initially met with resistance during budget planning, the programme now shapes nearly every aspect of the brands' output, from campaign shoots to influencer collaborations. The integration of data analytics with creative processes has required careful cultural transformation, with Neto developing specialised approaches to communicate with different teams. The success of this strategy is validated by the correlation between consumer intent data and actual transaction outcomes, demonstrating the effectiveness of this data-driven approach to luxury retail.

IADS Notes: Capri Holdings' innovative consumer research strategy aligns with broader industry transformations observed throughout 2024-2025. As seen in March 2025, when Michael Kors launched its Amazon storefront, luxury retailers are increasingly embracing data-driven decision-making to enhance digital distribution. This trend parallels the January 2025 Bain-Altagamma findings emphasising the need for stronger customer connections in luxury retail. The success of such approaches is evident in Mytheresa's December 2024 acquisition of YNAP, which demonstrated how data-driven operations can transform luxury retail. The integration of digital tools and physical experiences, as highlighted in October 2024, has become crucial for customer engagement, while Saks Fifth Avenue's July 2024 expansion of its personalised shopping services underscores the industry's shift towards data-informed experiential retail.

How Capri Holdings uses a 75,000-strong consumer ‘lab’ to shape luxury retail