Revitalizing an Iconic Apparel Brand with In-Depth Insights
Challenge
A leading national clothing brand was searching for ways to transform their brand in an ever-changing apparel industry where lines between wear occasions are increasingly blurred and less defined.
Key needs for our client:
- Define category landscape and where brands currently play
- Identify distinct wear occasions and items worn for each
- Uncover white space and unmet needs in the category
- Determine definitive roadmap for brand’s future
Approach
M/A/R/C® recommended a comprehensive, three-phased approach among consumers to provide the greatest depth of insight.
- “Closet Ethnography” of Favorite Clothing (Current & Desired) to understand preferences
- Webcam In-Depth Interviews to surface functional/emotional needs for everyday clothing
- Implicit Association Testing (IAT) + MaxDiff to identify most frequent occasions/needs
Outcome
- Exploring the where, why, and when of clothing choice established the relevant occasions and needs to quantify.
- System 1 (IAT) metrics uncovered the integral role of emotions in apparel decisions, while System 2 (MaxDiff) metrics revealed the strength of occasion and brand associations.
- Each brand’s current positioning and areas of opportunity were identified, allowing M/A/R/C® to create a clear roadmap with strategic paths to migrate the brand into high-potential occasions.