A national department store chain was seeking to understand why its private label brand of clothing wasn’t selling well to teen boys. In order to achieve the client’s objectives, Doyle Research recommended conducting several ShopTalk® sessions in-store.
Mini-groups of teens were recruited to meet in the store’s conference room for a preliminary discussion of fashion preferences, shopping/purchase behaviors and brand/store preferences. Each group was then taken to the young men’s department for a “walk through” where they were asked to browse the department making notes about their reactions to brand selection, displays, layout, overall appearance and “feel” of the department. In order to eliminate bias, the store’s private label brand was never singled out as the focus of the research. Respondents were then convened for in-aisle focus groups to discuss their observations.
Results of the research led to a total revamping of the department’s private label shop—including aisle width, signage, product displays and merchandise offerings.