Hanes

Women's Intimates, the Consumer's Journey

For this project, our team was charged with helping a Fortune 500 clothing company map their product life cycle from conception to purchase, and how the consumer interacts/prefers to interact with the product while during this life cycle. Effort was also made to understand store environment and purchasing behavior.

Associate Researcher -Conducted qualitative and quantitative research: short intercepts, client interviews, entrance and exit surveys, flow counts, mapping, pile sorting, participant observation, journaling, trunk shows, and shop-alongs. - B roll/still picture curator -Identify touch points/frictions -Qualitative analysis - Initial report and Presentation creation

The product life cycle was discovered to lack enough opportunity for consumer engagement, especially touch, with the product. Standard use of boxes to package products was a major point of friction when concerning this company's intimates. Intimates are connected to milestones in a person's life that are highly emotional. They are often sought in an effort to create a specific emotional reaction or feeling for the consumer. Competitive advantage is gained by highlighting the company's ability to address and cater to emotion and personal milestones instead of the utilitarian aspect of the individual products. A better connection between the brand and its customer is more easily created when less packaging is used and the customer is able to touch or feel the product while assess it in store.