Copyright DBA Apparel – All rights reserved
Anne-Christine AyedAnne-Christine Ayed
Leveraging on-line consumer Leveraging on-line consumer clubs to identify innovation clubs to identify innovation
white spaceswhite spaces
January 26, 2009
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Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products.
International group created from the acquisition of Sara Lee Branded Apparel Europe by Sun Capital Partners (2006).
3 categories including: Intimates (50%) Underwear (20%) Hosiery/Socks (29%).
The 14 brands are:
DBApparel : The companyDBApparel : The company
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DBApparel is and wants to stay the
European leader
–- With strong brands–- Focusing on customers and consumers
–- Known for its ability to Innovate.
DBApparel : The companyDBApparel : The company
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When related to lingerie and hosiery technical products,
the criteria for innovative offerings are:
- new materials/processes - new product construction- new presentation/packaging
that- do not exist in competitive products- bring added value to consumers - could be protected by intellectual property
DBApparel : InnovationDBApparel : Innovation
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Silicone for dynamic support
Silicone for dynamic support
Product Concept Projects Portfolio Product Concept Projects Portfolio
Flexible wires
Mark
et
need
Low HighMedium
Aesthetic
Support
Comfort
Complexity
Silicone for stayin place
Removable cups
Crinoline cup/Corolla and
spiral cups
Up new generation “PUD coating”
Glued edges
Pantograph back/back with
folds
Disposable Underwear
Elastomer for flexible shaping
Flexible supportFlexible support
Elastomer to provide better long lasting fabric properties
Silicone to replace elastic
trimming
Shaping
DBApparel : Innovation BoardDBApparel : Innovation Board
I ncubate ideas Ship Products
Development
TOOL BOX TECHNI CAL PROJ ECTS PORTFOLIO
I DEA MANAGEMENT SHAPI NG / PROPOTYPI NG EXECUTI ON
1. Trends
2. Market needs studies
ScreeningGate 0Brainstormi
ng
PRODUCTS CONCEPTS PORTFOLIO
Outsourced if no I PAutun or Manila if I P
Sponsored by the CEO and composed of business VP’s, Operations VP, R&D and Brands Directors
Provides a forum for firmwide exchange of innovative ideas
Tracks and cultivates innovative ideas across the BU’s
Undertakes R&I product portfolio management and sets new product development strategy
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“The Consumer Board is a company wide forum that integrates
consumer insight and understanding into the heart of what we do”
DBApparel : Consumer BoardDBApparel : Consumer Board
Hugues de TalhouetDBA
VéroniqueJ acquatDBA
Antoine de la CelleDIM
Sandra KellerNUR DIE
FabienneMorvanDIM
Cristina PoliniLovable
Sharon HarrisonDBA UK Limited
J ane RichardsonDBA UK Limited
Sonia MigallonDBA
Olivier LeroyDBA
Anna RicottiLovable
ManonTurlanDIM
Francesco DuranteDBA
Veronique LombardDIM
Key cross business ‘players’ primarily but not exclusively from marketing or retail
All have a passion for the consumer and are open, collaborative and willing to embrace change
Look also at external inputs
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DBApparel : Consumer Board DBApparel : Consumer Board
Its role: Develop a learning culture by providing a forum for sharing commercial successes and failures through the company
Drive deeper insights and intelligence across the Brands and optimise total company spending
Develop new ways to raise consumer observation and listening skills
Benchmark our consumer research process and keep us up-to-date with new methodologies and segmentations
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Online community of women who log on weekly Online community of women who log on weekly to a to a
dedicated site to complete “Activities”dedicated site to complete “Activities” Semi Structured
questionnaires and open forum discussions
Activities are planned and directed by us
Around 500 women registered
Actual participation 75-150 members a week
DBApparel : Consumer ClubDBApparel : Consumer Club
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DBApparel : Consumer Club DBApparel : Consumer Club Bras & Women Who wear themBras & Women Who wear them
Our Goals:Our Goals:
Increase our understanding of what women want their bras to do for them
Engage in a dialogue with consumers to
• - Explore unmet needs and pain• points
• - Generate universal insights
Uncover innovation white spaces for DBA brands - New Product ideas - Marketing and communication messages
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DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them
The kind of women have been we The kind of women have been we talked to:talked to:
Age 20 – 60 Full range of bra sizes Mix of shoppers Department stores Marks and Spencer Online Grocery Multiples & Chains #
Duration : 6 monthsDuration : 6 months
Keen to share
preferences and pain points
Comments are frank,
uninhibited and full of humour!
Jul Aug Sep Oct Nov Dec Jan
Analysis and implementation
Club set up and recruitment
Club is live for 5 months Final report from BIG
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Our Goals:Our Goals:– Understand women’s hosiery use, preferences, and
priorities– Find and explore pain points and possible white spaces
The kind of women we talked to:The kind of women we talked to: Women from France Ages 15-59 1-6 pantyhose size 35-41 shoe size 1.5-1.85 meters height 40-95 kg weight Purchased hosiery in last 12 months
Duration: 3 monthsDuration: 3 months
DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”
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* Why I like them:
* Description (brand, cut, fabric, and any other feature important to you):
3. Have you discovered knickers that are so fabulous, you want to tell the world (or at least your friends)? Tell us what they are and why you like them.
Your Club Stats
Current BIG Bucks Total
Activities Completed
View My Club ProfileReview Your Activity History
More InformationAbout the ClubHow to win prizes
7. Tell us everything that influences what knickers you choose to wear for the day. For example, are there habits or outfit coordination rules that you generally stick to? Do you wear different types/styles knickers during the week and at weekends?
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They told us…They told us…
On bras in general, their emotional and psycological connections with their underwear, basics things that
are still a problem On bras of the future
DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them
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Topics we have explored…Topics we have explored…
Bra choices ( drawer inventory, favourites and regrets, priorities, bra diary, fashion) Comfort and Support (general issues, comfort
and adjustment, forum discussion on price) Shaping and enhancing, (physical,
psychological and emotional dimensions) New ideas, disposable underwear, sleepwear
… Health Eco-bras Shopping
DBApparel : Consumer ClubDBApparel : Consumer Club Bras & Women Who wear them Bras & Women Who wear them
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They told us…They told us…
On their basic hosiery habits and preferences
Their Weekly Wardrobe: weekday vs. weekend outfit choices
DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”
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Topics we have explored…Topics we have explored…
My Shape and My Pantyhose (Likes/dislikes about their lower bodies and what they hope pantyhose will do for their shapes) Control pantyhose and shapewear Assessing hosiery fabric and features Shoes (Discomforts wearing different types of
hosiery) The Right Size: Usefulness of current hosiery
sizing system Special Effects Change of Season Laundry Basket Recycling Hosiery
DBApparel : Consumer ClubDBApparel : Consumer Club “ “Le Club des Collants”Le Club des Collants”
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Results:Results:
Major areas of opportunities identifiedincluding white spaces and several opportunities for product and packagingimprovement
DBApparel : Consumer ClubsDBApparel : Consumer Clubs
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Encouraging loyalty – engaging with and influencing consumers online
Set up a DBA online community for customers– Women are passionate about their
bras and keen to engage in dialogue
Register and win 2 way information exchange
– Email alerts on new intros and updates to their favourite style
– Real information: “Did you know all our bras have…”
– Consumer feedback on purchases– Questions to the Experts
DBApparel : Consumer ClubsDBApparel : Consumer Clubs
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Turn these insights into new products, services and capabilities as quickly and efficiently as possible
Criteria used for measuring the opportunities: - Speed - Resource investment needed - Impact (market, revenues, competitive advantage) - Importance to DBA’s strategy and constituents
Next StepsNext Steps
DBApparel : Consumer ClubsDBApparel : Consumer Clubs
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We define what internal/external resources we needto meet our objective
We leverage design firms, network of inventors,suppliers, universities, non competing companies
(co-branding, JDA), communication agencies ….
We assign dedicated project teams in charge of thepartnership (s)
We are currently managing at least 5 projects emerging from the clubs and involving external partners
DBApparel : Open InnovationDBApparel : Open Innovation
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The key is to sustain momentum on opportunities uncovered and build on our success in employing new technology and open source to identify whitespaces
DBApparel : InnovationDBApparel : Innovation
ACA18-10-2007
ThankThank youyou
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