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Catalogue Clothes Shopping Usage and Attitudes |
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Case Studies
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Background
Our client had a very successful business, marketing a small, upmarket clothing collection via a bi-annual catalogue. He wished to get a closer feel for his customers, their likes and dislikes and their preferred fulfilment process.
Objectives
The main objective was to explore customers' usage and perceptions of the company's products and catalogues. In doing so we aimed to identify the core values of the company and determine reactions and attitudes towards specific issues including range, mail order clothes buying, ordering and fulfilment process and the non-clothing possibilities.
Approach
We conducted a series of telephone depth interviews with customers, and conducted a couple of workshops, which the client and his Marketing team attended. A range of customers – from new to regular and lapsed customers were included.
Outcome
Two types of shoppers emerged the `fun' and the `utilitarian' clothes shoppers. For the `fun' group, mail order was quick, convenient and an additional shopping opportunity, whereas for the second group, mail order cut down on the hassle and level of involvement. The company's catalogue was seen as something genuinely new, individual and exciting, providing a good level of information. The findings were fed back to the company and
used in their development of future collections.
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Case Studies