FIT STUDY
Study on Lee fit displays, analyzing and implementing different
display tactics as per consumer preference
Divya Manivannan
Masters In Fashion Management, NIFT
Graduation Research Project
Qualitative
Research Methodology
Competitor Analysis
Competitors Diffusion Chart
Consumer Adoption Process
Observatory Survey
Problem Identification Method
Exploratory Research – Uncertain about the problem
Research Method - Qualitative and Quantitative Techniques
Research Approach – Primary Data
Market Survey
Observatory SurveyQuantitative
Lee Competitive
Positioning
TRENDY
EXPENSIVE
CLASSIC
AFFORDABLE
“Lee competitive advantage being providing
innovative & quality products at sustainable
lower prices than competitors”
Competitors Analysis
Objective – To determine different display techniques adapted by the competitors and
plot consumer adoption process to analyze problem area
Types of AnalysisCompetitor Fit Analysis
Fit Display Techniques
Consumer Insight on Competitors
Consumer Adoption Process
Loyalty
Market Share / Purchase
Preference
Knowledge
Awareness
Competitors Analysis
Visual Display Techniques
Objective
To determine different display techniques adapted by the competitors and plot consumer
adoption process to analyze problem area
How Levis uses its Store
POS factor
Store Design & Concept
Customer
Focus Factor
In coordinated with strong marketing communication,
levis concept being “creating awareness before the
customer enters the store”
Levis communication on new concepts,
New product concepts is the main focal
point which brings in the customers,
Currently shaping series
“Well branded store concept with
branding highlights/display in every aisle
end, the store is well balanced”
“New products”
Promotional
Graphics,
Clusters and Focal
Points on Curve Ids
Wall dedicated to its
exclusive fits,
Mannequin Cluster on New
arrivals during sales,
Eye level focal points on wall
POS factor
Store Design & Concept
Customer Focus Factor
Purely a denim concept store, 30 seconds
to convince customers to get into the store,
mostly loyal customers
Speed bump
How Pepe Jeans uses its Store
In coordinated stories as it is
bought to look that way and
encourage add on sales
Power Pricing Nesting Tables,
Range Top Displays,
In-shelf displays,
No Instore Promotional Graphics,
Concept fit display creates attention,
Exclusive fits are displayed on mannequins,
Exclusive finishes are hung,
Store layout POS
Purely a denim
concept store for
denim seekers
POS factor
Store Design & Concept
Customer Focus Factor
Purely a denim concept store, Mannequin
styling and fit nesting tables can create
impulse purchase
How Jack & Jones uses its Store
In coordinated stories as it is
bought to look that way and
encourage add on sales
Fit Nesting Tables,,
Leg form displays are visually
attentive,
Mannequins with Lecterns
Mannequin styling is exclusive advantage
Word of mouth consumers
No Instore Promotional Graphics,
Concept fit display creates attention,
Young audience inclined towards j&j sales
Store level instore
display,
Fit guides and
nesting tables
Inference of
Competitors Survey
• Levis fit display and visibility enhances recall and awareness, Pepe creative display for recall
• Extensive visibility and direct communication, creating awareness before entering into the store
• Stimulating factors to enter the store / capturing large scale audience is new launches (targets
new customers rather than loyal customers)
• Target audience, we are trying to target young audience, but the market is already captured
• Mood of the store inclined towards target market – J&J
• Loyal customer repeat purchase cycle, should be thrice annually, but lee loyal customers repeat
cycle is twice or thrice, difference in target audience
• Denim Concept Store to stimulate denim audience, our store ratio is lesser and it is not giving
the impact of complete denim concept store
Direct Communication
Store Visibility / Recall
Indirect Awareness
Repeat Purchase Cycle
Target Audience
Mood of the Store
Denim Concept store
Lee Fit
Levis shaping series / commuter series
Red Loop
504/511
101+
Urban Rider / Vintage
Classics
Levis Fit
Customer Stimulating Factor
Customer Stimulating FactorProduct conscious
Young customers
Price conscious
loyal customers
Quantitative Analysis
Objective – To determine consumer awareness towards Lee fits, and to plot Lee
in consumer adoption process
Questionnaire
Sample Frame – Bangalore, India
Sample Size – 100 Respondents
Sample Element – Mall Walk-ins, Male & Female,
Age group of 20 to 40
Sample Technique - Convenience sampling
Open Ended & Close Ended Questionnaire
Have you tried Lee??
46.7% have tried Lee merchandise, lack awareness
on fits and most of them have not tried different
Lee Fits
Do you prefer Lee??
Among 46.7% who have tried Lee, only 26.7%
prefer Lee, so product may also be a concern
Mode of Awareness
From VM perspective, store window also helps
communicating
Lee Product Awareness
100% awareness on the brand is noted, 66.7% are
not aware of products which is correlated with fits.
Preference on Denim Fits
Levis is dominant towards denim market and Lee
market share is comparatively higher than others
Have you tried Lee Fits?
Unawareness on Fits play a major role, participants
have not tried it, VM major aspect should be
encouraging trials – Trial plays a major role
Preference on Denim Brand
Levis is extremely preferred towards by consumers
Why it is favorite ?
Descriptive answer given by the participants
Makes me look thinner
Better fitting, Fits just right
Trend, Look, Comfortability
As I'm using it than any other
Participants are inclined towards the product
features, which has to be communicated in Lee
to increase the preference
What do you like the most about other brand display?
Descriptive answer given by the participants
• Levis, easily understandable and I can identify my
preference
• Information, Description about each fit and all
• Levis fit display matches perfect
• Levis It is more attractive.
• Levis has their display which makes people aware
of the exact fit and look of the product
• Jack and Jones other products are also good apart
from denim
Fit display is well noticed by the
audience and descriptive display
of fits is a requirement with style
guides
How well Lee following
display meet your need in
Purchase Process ??
Around 40% of participants
have not noticed the fit charts,
change in placement or size of
fit charts
Fit Chart and Fit
Display
Positive response
towards fit chart,
among people
who noticed it.
What did you notice in the below picture ?
Descriptive answer given by the participants
Fits all size
Fit display with some garments
Display board, Sizes chart
Fit Display
Fits in the front
Live by your fits
Only 40% of participants have noticed Fit
Visual in the picture, where in, increased
necessity of cluster/focal point to emphasize
fit.
Preference while Choosing
Denim Fit
Comfort ranks first, followed
by quality and style. So comfort
is an attentive feature while
communicating about fit
Inference – Questionnaire Analysis
Trial / Preference
Young target audience, or store
walk-ins don't try the fit due to
product constrains, Preference
can be achieved by trial
behavior in Loyal consumers.
Customer Adoption Process
Awareness
Awareness is a very important
aspect, awareness should be
created before entering the
store as well as instore,
Consumer brand preference is
only held through Awareness.
Consumers come to a denim
store in order to purchase
denim, so a denim
atmosphere or a denim
concept store can be created
using classic collection.
Identifying a Specific Display Space
Identifying a Display techniques
ObjectiveCreating Unique Selling Preposition through VM
And Creating Awareness and Trial Behavior
Suggestions
Suggestions on Communicating Factors – How?
Difference in male and female approach
towards fit
- Male (loyal), female (hoppers)
- Male – usage of words like quality and
comfort can be effective
- Female – Body type, style, trend can be
effective
Communicating Fit charts
- Communicating about waist, thigh and
calves in all visuals related to fit
- Correlate and communicate with the
body type can increase attention
Visuals vs Mannequins
- Visuals considered to be effective if we
communicate it with major fit aspects
(waist, thigh, calves)
- Mannequins are the next close option
after trial purchase, which is effective
- Cluster of mannequins for fit, can shoot
up attention
Communicating using Style Guides
- Style guides makes a consumer wanting
to try different fits
- Lifestyle visual style guides, with
pictorial fit communication and
description in cash points can create
awareness / trial behavior
Suggestions on Space/Place to Communicate Fit
Effectively
Window
Focal Point
Fashion Wall
Cash Point
Trial Room
Derived through Customer Eye
Movement Tracking
Inference
• Creating a fixation point, consumer
eye fixation for 5 to 10 seconds
• Fixation point can be created as a
cluster on Fits
• The more information consumer
extracted from a store through a
fixation point, the shorter the time
they will take to recollect a brand
(goes with fit)
Suggestions on Direct
Communication
Suggestions to Create
Fit AwarenessImpose awareness as a indirect
proposal towards audience
Bruce for
Skinny
Suggestions to Create Fit AwarenessImpose awareness as a indirect proposal towards audience
Suggestions to Emphasize Fit in Fashion Wall
We Got Your Fits
Leg
form
with fit
inserts
in
Leg
form
with fit
inserts
in
Suggestions to Create ClusterDirect Communication & most effective
Suggestions to Emphasize Fit in Classic Wall
Visuals & Caption
Suggestions to Encourage TrialImpose trial as a indirect proposal towards audience
Inference
- Encourage trial by
using caption in cash
points and wall can
stimulate trial.
- Try it, you will like it
- We got all your fits,
try it on!!
TRY IT YOU WILL
LIKE IT
Suggestions to Create Awareness & Trial Behavior
Creating Direct Awareness
- Cluster
- Trial stimulating communication near
Cash Points
- Slides for all the mannequins and leg
forms including window
- Creating style guide ( placement in cash
points)
Creating In-Direct Awareness
- Communicating Indirectly on
alternative walls (in different forms)
- Cross Mix Communication
- Classic Wall
- Customer Interactive VM which was
earlier adapted by Lee
- Fit chart on the floor
- Conversion % of Lee stores varies from 15% to 19% for different stores,
- So, It is effective to stimulate customers who enter the store to purchase a
product by creating awareness & trial behavior
Suggestions on Price Communication
Relationship Between price and fit
- Consumers are likely to spend more money on well
fitted garments
- Further, they are likely to expect a higher quality of fit
with more expensive clothing
- Conversely, they expect less quality of fit with less
expensive clothing
Inference
- If our product is positive towards good fit and
price then Indirect price communication can be
a stimulating factor
EXCLUSIVE FITS AT
UNEXPECTED PRICEs
Impact after Implementation may be negative due to variation in premium and mass customers
Thank You
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