645 SAM Study Jeans

8/6/2019 645 SAM Study Jeans

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Jeans case study:

SAM Study 645

Understanding consumers`rational and emotionalperceptions for product design and marketing



SAM Sensory and Marketing

• How to describe with a sensory common language the jeans-textile?

• Which are the most liked jeans and why?

• How to understand and explain users’ liking AND comfort?

• What is the best product development and marketing strategy?

• Which are the most promising market opportunities for newlaunches?

This study replied to the following questions:




Actionable market data for product design andmarketing

Jean selection based onspecific sensory criteria

Defining sensory productproperties

Measuring consumer’s likingand comfort

Understanding users’ liking and comfort for effective productdevelopment, strategic product positioning and effective inter-

departmental communication (purchasing, marketing, production…)




Few important jeans differences…

Appearance: colour

Appearance: homogenity

Appearance: serrated

Touch surface: soft

Touch surface: granular

Touch surface: groovedTouch grip: crumpling

Touch grip: firm

Touch grip: rigid

Touch grip: light

Touch grip: elastic

Product 5 issignificantly lighterin the grip, has amore granulartouch, and is moreserrated.

Legend:

Product 5

Product 2

0

100




Preference Mapping Strategic tool for systematic product development and positioning

1 -

2 -

-1 -

-2 -

-3 -

-3 -2 -1

Axis 1 : 48%

A x i s2 : 2 1 %

dark colour

soft (+)

light (+)

homogenous colour

crumpling (+)

elastic

grooved

firm (-)

rigid

serrated

granular (-)

2 1

P5

P1

P6

P3

P4

P2

Zone ofpreference

The signs (+) and (-)indicate if thecharacteristics have apositive or negativeinfluence on over allproduct liking.




SAM Sensory and MarketingSwitzerland AGAlbulastrasse 57CH - 8048 ZürichPhone: + 41 44 439 70 40Fax: + 41 44 439 70 [email protected]

SAM ASAP Sensory and MarketingGermany GmbHDrachenseestrasse 1D - 81373 MünchenPhone: + 49 89 743 767 0Fax: + 49 89 769 696 [email protected]

SAM Sensory and MarketingItaly s.r.l.Viale Monza, 270I - 20128 MilanoPhone: + 39 02 27 00 70 19Fax: + 39 02 27 00 10 [email protected]

SAM Sensory and MarketingFrance S.A.R.L.16, rue Martel75010 Paris - FrancePhone: + 33 1 48 24 61 00Fax: + 33 1 48 24 61 10

[email protected]

SAM Sensory and MarketingSpain S.L.Aragón, 270, 03-01E - 08007 BarcelonaPhone: + 34 93 467 64 60Fax: + 34 93 467 64 [email protected]

The entire study contains detailed information about:- User’s rational and emotional perceptions of TEXTILE PRODUCTS

- How to use both for effective product developments and marketing strategies

Please, contact us in case of interest for study presentation and moreresults:




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645 SAM Study Jeans

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