CLIENT - INTERNATIONAL LINGERIE BRAND
FOCUS - Brand perception and customer experience
THE PROBLEM - Slow sales and retail footfall despite refreshed brand values
WHAT WE DID
- Qualitative research
- Panel - 50% lapsed shoppers, 50% new to brand
- Survey creation -
- 1x brand perception
- 1x in-store experience
- 1x online experience
- 1x post-experience brand perception
- Responses - video, written & photo
- WhatsApp survey distribution
- 10 Day turnaround
RESULTS
- Pre-shopping brand perception - a glamorous and hyper feminine brand that had positive nostalgic association for some participants, but felt in need of a change to meet modern expectations. When it came to the refreshed brand values, participants believed they were talking the talk but not walking the walk with representation and diversity.
- Key takeaways from in-store shopper experience -
- Positive first impressions around feminine glamorous store layout and feel
- Not enough representation - some efforts to show larger size mannequins contradicted by brand photography of traditionally sized models
- Underutilised signage, promotional materials and in-store information
- Well received additional ranges such as loungewear and fragrance, but a lack of awareness
- Key takeaways online shopper experience -
- Positive first impressions with an easy to navigate site
- Lack of diversity and representation in models and photography
- Room for improvement with stock availability
- Effective copy, promotional and online store information, particularly around bra fitting
- Common themes -
- Not enough larger sizes offered
- Well priced promotions, but a general feeling that products were expensive
- Lack of awareness of everyday underwear category, which was well received but unexpected
- Post shopping brand perception - pleasantly surprised by the breadth of the brand’s offering and the majority enjoyed their shopping experience. Some were keen on the feminine brand feel, though a larger commitment to representation was needed to convert some participants.
