Saturday, February 27, 2010
Market Sales Questionnaire
1. Why do men tend to buy different clothing labels such as Band of Outsiders, A.P.C., or Shipley & Halmos?
Men are attracted to these specific designers because they offer high quality garments with a great and current fit- at somewhat of an affordable price point.
2. What garments sell the best and why?
Basics. Every guy is constantly looking for another dress shirt, cardigan, hoodie, jacket, etc. Sometimes they don't even know it until they see it on the rack-or better yet, try it on.
3. Do men tend to buy these garments specifically out of want or need? Explain.
This truly varies per person. Most men typically do not care for shopping and will just go to nordstroms when their wife of girlfriend tells them to get something new. However, the type of customer who is interested in looking good, and into fashion will take the time to explore all the racks and often ends up with something completely different than what he originally came in for, just because they liked it. Men will not repeat buying the same item over and over however. i.e. you can only have so many blue oxford shirts
4. What features or functions set these companies apart from one another? Does each one have a niche in the market? Explain.
Fit.Craftsmanship. Design. Versatility. There is no niche market for this. If you add "value" to the equation that is everything a man thinks of when shopping.
5. Do men ever request a specific garment from these lines? What tends to sell the best?
As mentioned before, basics tend to do the best. A great selling technique is telling a man how many ways he can wear something. Dress it up, down etc...Men like to buy and wear garments that go a long way for them.
6. Do the men who buy from these lines live a specific lifestyle? Explain
Generally speaking they give a shit. They care about their image, appearance,and the way they are perceived by others. Some gravitate to fit and style and others gravitate towards comfort. Depends on the man-and what he is buying
7. Do these men care about sustainability? Care about where their clothes are made? Care about the environment?
Very few straight men really care about if a garment is sustainable-and the men that do, are not buying this caliber of clothing. They do however care where it is made. Sales can be made, or broken if a customer finds out where the garment was made. USA or anywhere in Europe or Japan is ALWAYS a plus. India and Romania catch people off guard, and they don't know what to think. China,Indonesia and Mexico are typically frowned upon
8. What do men look for when buying a garment? Function? Versatility? Etc.
Fit. Craftsmanship(quality). Design. Versatility. Value
9. If there was any sort of cause or non-profit associated with one of these lines what would it be? What do you think the customer would be truly interested in?
If it helped others without raising the price of the garment too significantly-anyone would. Take Toms for example, they have a great system. 1% for the planet is the stupidest thing i've ever heard of. 1% of the garments sale goes to a non-profit org supporting the planet. Is this a joke? A customer likes to think they are doing something good, however, yet in no cases will this ever govern a sale unless it benefits them in some way. i.e. Bring in a pair of jeans to recycle, get 20% off. or the Anya Hindmarch?? " I'm not a plastic bag" tote bag which was a good thought, but was more or a "been seen with it" trend.
10. What is the average customer willing to spend on these garments?
$50-$1200
11. Do these lines carry one of a kind pieces each season? Do customers like this? Why do they buy these pieces?
Yes, they change from designer to designer and season to season however people are always more obliged to buy a seasonal piece over something they know will be available next season. This applies for collaborations and limited edition pieces as well. People will pay up to $500 dollars more than regular price to get their hands on these items.
12. Do these customers shop alot?
They do. A true designer customer typically shops 2-3 times a season, not including sale. A customer who buys these brands will shop more according to their needs, budget, events etc. With these brands you are able to get a whole lot more (quantity wise) than if you were shopping designer. 2-3 band of outsider shirts=1 thom browne shirt.
Men are attracted to these specific designers because they offer high quality garments with a great and current fit- at somewhat of an affordable price point.
2. What garments sell the best and why?
Basics. Every guy is constantly looking for another dress shirt, cardigan, hoodie, jacket, etc. Sometimes they don't even know it until they see it on the rack-or better yet, try it on.
3. Do men tend to buy these garments specifically out of want or need? Explain.
This truly varies per person. Most men typically do not care for shopping and will just go to nordstroms when their wife of girlfriend tells them to get something new. However, the type of customer who is interested in looking good, and into fashion will take the time to explore all the racks and often ends up with something completely different than what he originally came in for, just because they liked it. Men will not repeat buying the same item over and over however. i.e. you can only have so many blue oxford shirts
4. What features or functions set these companies apart from one another? Does each one have a niche in the market? Explain.
Fit.Craftsmanship. Design. Versatility. There is no niche market for this. If you add "value" to the equation that is everything a man thinks of when shopping.
5. Do men ever request a specific garment from these lines? What tends to sell the best?
As mentioned before, basics tend to do the best. A great selling technique is telling a man how many ways he can wear something. Dress it up, down etc...Men like to buy and wear garments that go a long way for them.
6. Do the men who buy from these lines live a specific lifestyle? Explain
Generally speaking they give a shit. They care about their image, appearance,and the way they are perceived by others. Some gravitate to fit and style and others gravitate towards comfort. Depends on the man-and what he is buying
7. Do these men care about sustainability? Care about where their clothes are made? Care about the environment?
Very few straight men really care about if a garment is sustainable-and the men that do, are not buying this caliber of clothing. They do however care where it is made. Sales can be made, or broken if a customer finds out where the garment was made. USA or anywhere in Europe or Japan is ALWAYS a plus. India and Romania catch people off guard, and they don't know what to think. China,Indonesia and Mexico are typically frowned upon
8. What do men look for when buying a garment? Function? Versatility? Etc.
Fit. Craftsmanship(quality). Design. Versatility. Value
9. If there was any sort of cause or non-profit associated with one of these lines what would it be? What do you think the customer would be truly interested in?
If it helped others without raising the price of the garment too significantly-anyone would. Take Toms for example, they have a great system. 1% for the planet is the stupidest thing i've ever heard of. 1% of the garments sale goes to a non-profit org supporting the planet. Is this a joke? A customer likes to think they are doing something good, however, yet in no cases will this ever govern a sale unless it benefits them in some way. i.e. Bring in a pair of jeans to recycle, get 20% off. or the Anya Hindmarch?? " I'm not a plastic bag" tote bag which was a good thought, but was more or a "been seen with it" trend.
10. What is the average customer willing to spend on these garments?
$50-$1200
11. Do these lines carry one of a kind pieces each season? Do customers like this? Why do they buy these pieces?
Yes, they change from designer to designer and season to season however people are always more obliged to buy a seasonal piece over something they know will be available next season. This applies for collaborations and limited edition pieces as well. People will pay up to $500 dollars more than regular price to get their hands on these items.
12. Do these customers shop alot?
They do. A true designer customer typically shops 2-3 times a season, not including sale. A customer who buys these brands will shop more according to their needs, budget, events etc. With these brands you are able to get a whole lot more (quantity wise) than if you were shopping designer. 2-3 band of outsider shirts=1 thom browne shirt.
Consumer Sustainability Questionnaire - Male 33, Lives in San Francisco
1. What is sustainability to you? What do you in your daily life that you would consider sustainable? And what are some things you do that you would consider unsustainable? What is the future of sustainability? Is there a place for it in the luxury market?
i think sustainability is a factory that covers its own energy cost and doesn't pollute. it doesnt have to use recycled raw materials to produce its product though.
2. What item of clothing do you spend the most money on & why?
jackets, i love em
3. Do you buy designer garments?
yes
4. What is your main mode of transportation?
walking and car
5. How often do you eat out? Do you buy organic groceries?
few times a week and yes
6. What does fast fashion mean to you? do you own any garments that are considered fast fashion?
i dont know if they are considered fast fashion, fashion to me is what i like to wear taken from the subset of clothing options that were made by people who think of their design as art
7. When purchasing garments or a jacket for instance...what are the main things you look for? Functionality? Versatility? quality? How often do you purchase a new jacket and how long do you usually keep it for?
years, and yes on all those things and it has to fit right and make me look good
8. Do you look at where your garment was made or care how it was made? Do you buy garments made of organic fabrics?
i usualy look at where its made, and yes i like organic fabrics
9. Which brands do you identify yourself with?
nice collective, neil barrett
10. What things do you look for when buying from a new company? or sustainable company? does it matter to you?
i like it to feel good and quality and look good and not take advantage of people in its production, it doesnt have ot be organic or recycled, i care more that it didnt take advantage of people
11. Are you involved in any non-profits?
ya
12. Do you recycle? Compost? etc?
ya
i think sustainability is a factory that covers its own energy cost and doesn't pollute. it doesnt have to use recycled raw materials to produce its product though.
2. What item of clothing do you spend the most money on & why?
jackets, i love em
3. Do you buy designer garments?
yes
4. What is your main mode of transportation?
walking and car
5. How often do you eat out? Do you buy organic groceries?
few times a week and yes
6. What does fast fashion mean to you? do you own any garments that are considered fast fashion?
i dont know if they are considered fast fashion, fashion to me is what i like to wear taken from the subset of clothing options that were made by people who think of their design as art
7. When purchasing garments or a jacket for instance...what are the main things you look for? Functionality? Versatility? quality? How often do you purchase a new jacket and how long do you usually keep it for?
years, and yes on all those things and it has to fit right and make me look good
8. Do you look at where your garment was made or care how it was made? Do you buy garments made of organic fabrics?
i usualy look at where its made, and yes i like organic fabrics
9. Which brands do you identify yourself with?
nice collective, neil barrett
10. What things do you look for when buying from a new company? or sustainable company? does it matter to you?
i like it to feel good and quality and look good and not take advantage of people in its production, it doesnt have ot be organic or recycled, i care more that it didnt take advantage of people
11. Are you involved in any non-profits?
ya
12. Do you recycle? Compost? etc?
ya
Competitive Research at Barney's New York
WEBSITES:
http://usonline.apc.fr/?camp=&email=
http://www.bandofoutsiders.com/
http://www.sundancechannel.com/fullfrontalfashion/designers/band-of-outsiders/
http://nymag.com/fashion/fashionshows/designers/bios/bandofoutsiders/
http://www.shipley-halmos.com/spring2010/
http://www.nytimes.com/2007/03/22/fashion/22TROVATA.html?pagewanted=print
http://www.rag-bone.com/
The Road to Sustainability
Our company is dedicated to learning more about what men and women want in their garments and how to make them as sustainable as possible in this ever chaotic world we live in. Our goal is to give our customer a chance to build a wardrobe with our garments that will last years, understand the benefits of sustainability and our impact on the environment and enjoy fashion and innovation. The construction, fit and the integrity of our garments is what will capture you and we will offer one of a kind pieces each season, just for you.
Often you see a company trying to do men's and women's garments, such as Rag & Bone or Band of Outsiders. Their designs, quality and fit are unquestionable for the men, yet we want to offer the same distinction with the women's garments. We feel we can meet this market and stay in direct competition with them, yet offer more innovation, knitwear, as well as organic and recycled fabrics. Our pieces can be separated and integrated with other styles, but are also part of a wholistic design look.
Did we forget to mention that all of our fabric sourcing and production is within 500 miles of San Francisco?? We are also looking to be involved with some non-profit organizations such as, Coastkeeper, Surfrider, Sierra Club, Heart Disease Research, Cancer Research, Pink Ribbon, etc.
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