Research of Viability of Custom Fit Clothing Among DC Student Groups

Custom fit For

Grad students

in D.C. metro area?

Numari Market Research and Consumer Insights Project

2

Numari Market Research

and Consumer Insights Project

Christopher Dykeman

Yang Zhao

5/11/2014

Are female graduate students in D.C. metro area a viable target segment for Numari?

Contents

Executive Summary 4

Methodology 5

Research Findings 6

Recommendations

Appendix:

Focus Group Transcripts

19

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4

Executive Summary

This market research project was conducted between January to May 2014 amount five female graduate student groups in the D.C. Metro Area. The objective of the research is to test the hypothesis that “female graduate students are a potential targetsegment for Numari” and develop a Go-to-market Strategy Planbased on the findings.

The yields of the research and further analysis indicate that thefemale graduate students have shown a moderate level of interestin shopping custom fit clothing online, however, there is no strong indicator that they have an inherent need for custom fit dresses. This segment resonates the importance of fit and they are comfortable with the price range of Numari products. On the other hand, this segment are most satisfied with shopping for off-the-rack daytime dresses compared to other apparel categories and the majority of them do not have a challenging body shape that would motivate them to go custom fit.

Therefore, we suggest Numari conduct further consumer insights research, behavior labs, test market, as well as comprehensive market analysis to further explore the market.

5

Methodology

Generation of Hypotheses

- The lean approach: a short 20-question online survey within the Smith School community to test if there

was strong barriers from the target consumer side.

- An initial focus group with Exploratory questions based on outcomes of the test survey.

- A number of follow-up focus groups intended to capture additional findings and discrepancies between

Exploratory and Descriptive research.

Design and Launching of A Descriptive Survey

- A more in-depth Qualtrics based survey with inputs from faculties and Client.

- The survey was distributed among five female graduate student groups (Smith FT MBA, Smith MSs,

Smith Public Policy, GWU FT MBA, and GWU MSs) and a total of 196 data points were collected.

Data Analysis

- Exploratory data observations using Cross-Tabulation and PivotTable.

- The data was further split between different demographic segments and purchasing behaviors and more

in-depth analysis was conducted focusing on differences of fashion attributes, purchasing behaviors, and

price sensitivity.

Discrepancies between Exploratory and Descriptive Research

- Additional focus groups were conducted among two groups of Asian international students. The focus

groups indicated that there were significant differences in purchasing behaviors as influenced by different

levels of wealth. However, there was no major finding that contradicts the results of the survey.

Research

findings

Focus Group Insights

Profile of Target Segment

7

11

Asian International Students 16

Custom Fit? 17

Advanced Findings 18

7


5 focus groups were conducted among the graduate student population at Robert H. Smith School

of Business MBA, Public Policy, and two MS groups and Georgetown MBA students. The

demographics of the groups fall in the range of the demographics detailed in the survey.

Insights were gained in the decision making process and shopping behaviors and can provide

validity to survey results and assumptions. Additionally, marketing ideas and possible strategies

were uncovered during the discussions and could be areas for further exploration.

Overall, there was a common interest in custom fit clothing for a variety of occasions if it met their

expectations of quality. The more formal the occasion or attire, the more likely they were to see the

benefit in custom fit. There is a lack of confidence in the initial purchase of custom fit online clothing

because of the sales process and expectations. However, if the initial purchase is satisfactory, then

the online sales process provides high benefits over other shopping methods and there is high

confidence in the product meeting expectations.

Overview

8


There were common behaviors among all focus groups that support key insights found in the survey.

• Respondents are brand “lazy” and commonly shopped at the brands of Banana Republic, J. Crew, Anthropologie,

H&M, Express, and department stores (eg. Macy’s).

• Respondents are highly interested in custom fit and the benefits. However, there was no distinction in what type of

attire (suits, professional, business casual).

• There is low price sensitivity for custom fit clothing, with the additional value ranging from $30-$90 versus similar

clothing off the rack. Respondents understood the cost vs benefit and believed the additional cost is worth it

compared to tailored or off the rack clothing.

• Common beliefs of the benefits of custom fit vs off the rack items include superior fit, time saving (after satisfactory

initial purchase), confidence in shopping experience, unique look, simple process, trusted “brand”.

• Common beliefs of the benefits of custom fit vs tailored items include time saving vs the tailor experience (after

satisfactory initial purchase), confidence in shopping experience, simple process, trusted “brand”.

• Common concerns of custom fit online shopping include lack of variety and selection, confidence in actual fit and

look, questionable quality (custom fit lead to higher material quality expectations), customer service satisfaction,

lead time for receiving product and additional lead time if improper fit, cost and time needed for returns, confidence

in body measurements and time needed to take many measurements, commitment to an expensive initial

purchase without experiencing the product first.

• Common feelings toward a superior fit include it’s their favorite outfits, confidence because they feel and look

good, higher quality and premium product, more professional.

• When learning about custom fit clothing options, respondents expected to learn about it largely from word of

mouth and close social circles. Other options were fashion blogs, aggregator clothing websites (eg. Shopbop),

social media (eg facebook), and department stores.

Common Insights

9


Several insights were discovered but were not as commonly agreed upon. However, these insights should be

further explored as possible ways to increase marketing effectiveness and customer satisfaction.

• Designers are highly appreciated and add value. Add a small card or tag on the product that says “hand

picked” or “hand made” by your stylist “Jane Doe” and add a face to the name.

• Consultation is preferred in person. If not in person then by online chat, not over the phone.

• Having a note next to each dress that specifies the ideal body type for that dress is a positive.

• Offer jackets that pair with the dresses. The dresses are not formal enough to wear to work so a jacket could

make it more appropriate for the work environment. Then, the dress by itself is more appropriate for after

work activities.

• On the website, in regards to showing how to take measurements: the video is hard to find and hard to

follow. Provide an image of a model with pop up instructions when you hover the cursor/mouse over the

measurement area.

• Offer additional customizing options at a reasonable price, its adds value to the entire experience.

• On the website, add photos of models in different settings wearing the dresses so a customer can see what

the dress looks like in the appropriate setting.

• On the website, provide different models to show the dresses and what they look like on different body

types. Women want to see a model they physically identify with so they are confident that the dress looks

good for their body type.

• Free returns is necessary.

Additional Insights

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Three Numari samples were passed out to both the Georgetown MBA and Smith Public Policy focus

groups. The respondents were asked to touch the material, hold the garment, and explore the quality,

feel, and look of all the garments.

Georgetown FT MBA

UMD Public Policy

Numari Garment Impressions

Dress type Off the rack $ Custom fit $ Setting Notes

Formal 90-120 180 Formal event Similar Brands:

Would want to change the yellow lining

Professional 50 80-120 Similar Brands:

Would rather get it off the rack then tailored.

Low quality material.

Business

Casual

60-90 60-90 Casual, day Similar Brands: Anthropologie

Would wait for it to go on sale or wouldn’t buy it

Dress type Off the rack $ Custom fit $ Setting Notes

Formal 150 200 Cocktail

dress, dinner,

play, wedding

Similar Brands: Department stores

Would expect to find this at a department store

among other lesser known brands.

Professional 100-120 130-150 Professional,

happy hour,

summer

hours dress

code

Similar Brands: Calvin Klein

Similar style, material, and average pattern to

Calvin Klein

Business

Casual

80 120 Informal,

family

gathering,

daily work

Similar Brands: Banana Republic, Loft, JC

Penney

Would expect to see it at a department store.

Would be good for casual dress policies and

NGOs

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Research Findings

Profile of The Segment

87% Between 22 & 30

47% Asian/South Asian

37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K

How Often Do They Shop?

1.0%

26.5%

42.9%

21.4%

7.1%

General10%

45%

23%

15%

7%

Online

Never

Less than Once A Month

Once A Month

2-3 Times A Month

4 or More Times A Month

DEMOGRAPHIC

& PURCHASING

FREQUENCY

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Research Findings

87% Between 22 & 30


37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K

Are Brand “Lazy”.89%

Because

86% It fits me really well.

82% It makes me feel good

and confident.

“So darn comfy!”

Who are the 11%? See Advanced Findings Section.

Brand

Price

Comfort

Design and Style

Fit

Importance


BRAND

LOYALTY

& DECISION

ATTRIBUTES

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Research Findings

87% Between 22 & 30


37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K


SHOPPING

EXPERIENCE

Level of Shopping Experience

On average, survey respondents are most displeased with

shopping for a suit, followed by professional attire, business casual.

They find shopping for daytime dresses is most pleased.

Unmet Shopping Needs

- 79% survey respondents are interested in custom fit suits

- 72% need better fitting professional attire

- 24% express interest in custom fit business casual

Level of Satisfaction

Need

SUIT

(Details Covered in Advanced Findings Section.)

DRESS

BUSINESS

CASUAL

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Research Findings


PRICE

SENSITIVITY

OVERVIEW

24%

43%

16%

7%

5%

5%

Suit

$100 and Below

Between $101 and $200




$501 and Above

Increase of Willingness to Pay

When asked about how much more money they are willing to spend on a

custom fit dress than an off-the-rack dress, the surveyees report that:

- 37%: 11% to 20% more

- 25%: 21% to 30% more

- 19%: Less than 10%

- 7%: 31% to 40%

- 7%: 41% and Above

(Advanced Findings Section will cover more details on the 14% who are

willing to spend more than 31% on a custom fit dress.)

11%

34%

25%

17%

5%

7%

Tailor Made Suit

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Research Findings


PRICE

SENSITIVITY

(LATENT)

23%

57%

17%

2%1% 1%

Numari

$100 and Below Between $101 and $200

Between $201 and $300 Between $301 and $400

Between $401 and $500 $501 and Above

44%

43%

11%

1% 0%

1%

Anne Klein

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Research Findings

87% Between 22 & 30


37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K

Asian International Students

More Fashion Forward

92% Shop Online

Higher Willingness To Pay

More Open to New Things

Thin/US00-6

BUT

More sensitive to brands

More sensitive to design and style

More status conscious

(More details to be covered in Advanced

Findings Section.)

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Research Findings

87% Between 22 & 30


37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K

Custom Fit?

Are Open to Custom-Fit. 91%

2%

20%

4%

9%

22%

12%

9%

15%

3%

4%

0% 5% 10% 15% 20% 25%

Rather Not Say

Thin

Overweight

Skinny

Average

Fit

Athletic

Curvy

Full Figured

A Little Extra

Body Type

21%

4%

22%

2%

5%

25%

20%

0% 5% 10% 15% 20% 25% 30%

Rather Not Say

Apple

Pear

Full Bust

Straight

Hourglass

Not Sure

Body Shape

Is There a Need?

- 72%: The description of size is not accurate enough,

and a standard size may run smaller or bigger or there is

missing information on measurements.

- 57%: The products look or feel different from what are

displayed online.

- Most of them are dissatisfied with shopping for a suit or

professional attire.

But, Are They Motivated Enough?

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Research Findings

87% Between 22 & 30


37% Caucasian

79.6% UMD, 13.3% GWU

Thin/Average/US0-12

65% Between $50K & $80K

Advanced Findings

MICRO

LEVEL

ANALYSIS

Observation of Outliers

- Who are those who do not have a favorite brand?

- Who are those who favor more sophisticated designer brand?

- Who are those not interested in custom fit?

- Who are those willing to pay 31% more for custom fit?

In-depth Consumer Insights

- Why more Caucasians are less “brand lazy”? What are their

characteristics?

- Why respondents price products differently just looking at the

images of the dresses?

- Why hourglass-shaped women are more reluctant to try

custom fit?

- Is there a correlation between the fashion forwardness with

the willingness to go custom fit?

This section will take a micro approach focusing on outliers and in-depth consumer insights. We want to understand who are those people drastically different from the average and the latent psychological process when it comes to custom fit. The best way for a micro-level analysis is in-person meeting provided with visual aids.

recommendations

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Awareness: Engage student groups directly with an in person

consultation event.

The ideal time frame is at the very beginning of the school year either

during orientation or before they begin initial career search, networking,

and employer engagements. Build brand equity by using the event as

a branding opportunity.

Consideration/Trigger: Students are most likely to become aware

from word of mouth and close social circles.

Superior fit witnessed in social engagements will prove the custom fit

concept and quality. This will likely be the first impression of Numari

brand equity. In person reviews and recommendations will be the key

to differentiating the benefit and added value of Numari vs off the rack.

Search/Engagement: Students are likely to read fashion blogs and

search online for specific brands when actively shopping.

Partner with fashion bloggers to educate potential buyers about the

sales process and benefits. Infuse personal story from fashion

bloggers to create “word of mouth” proof of concept and quality and

to build trust with the customer.

Purchase: Majority of barriers are based on low confidence of look,

concept, and purchase satisfaction throughout sales process.

On the website, provide different body type/shape models that

customers can choose to view dresses on. Additionally, show

different customized options (knee length, sleeves, etc.) on models to

instill confidence in purchase options. Simplify the example of how

measurements are taken by using one picture with pop up

functionality. Provide additional pictures of models wearing dresses in

ideal settings for the particular garment. Describe the quality and feel

of the material. Provide superior customer service focused on

personal attention through online chat consultation, personalized

messages in the packaging, and easy free returns.

CONSUMER

CONVERSION

FUNNEL

(DETAILED)

Recommendations


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Recommendations

Going Forward

Larger Scale Survey Focusing on Consumer Insights

To increase confidence level of the research, we suggest a larger scale survey

that covers the East Coast graduate student groups and collect no less than

3,000 data points.

Behavior Labs

Invite students to come, measure, and get dressed in Numari outfits and take

notes on their behaviors and comments. This will best capture the latent

insights of the target segment.

Test Market

Leverage school and local incubator resources and launch small test markets

in marketplaces and fashion events.

Comprehensive SWOT Analysis

More comprehensive analyses such as cost-benefit, customer acquisition

cost, competitor landscape should be conducted to advance decisions.

A market research is one of a number of decision processes that all together contribute to a viable marketing strategy targeting a new segment. Because of the limited scope of the research, we recommend the following steps goingforward to further explore this segment as well as feasibility of entering into it.

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Recommendations

New Segment Marketing Strategy

Consumer Conversion Funnel

Create a consumer conversion funnel and invite students to experience the entire process of submitting

measurements, selecting products, and receiving the products. Take notes of feedbacks and questions

participants might have during the user experience testing.

Improve Benefit Messaging

One of the biggest concerns from the surveyees is that they could not see a compelling message of the

benefits of custom fit dresses. Why custom fit is better than off-the-rack? That’s a question that has to be

addressed more tacitly.

We suggest adding keywords to the homepage that signal the benefit of custom fit like “Confidence” &

“Style & Fit”.

Go Social and Go Viral

Viral video idea: buy an off-the-rack dress and alter it and show the comparison of before and after. This is a

shout-out that custom fit will make you feel more comfortable and confident, and look more beautiful than an

off-the-rack dress. We suggest using consultation events as networking events and branding opportunities

within student groups.

Go Niche?

Within the female graduate student segment, there are a lot of obvious sub-groups, such as:

- Those who are too tall, too thin to find better fitting clothing

- Those who are design and style sensitive

Should Numari target all of them or just a few of them? Or, target all sub-groups with different body type

models that customers can self select.

We revisit the concept of Customer Decision Making Process, and identify that to successfully launch a new product to a new segment, we need to trigger the needs of consumers if they have not been expressed fully. In addition, it is a significant education process that emphasizes heavily on message of benefits.

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Appendix

Numari Smith Public Policy Focus Group - Fit is the number one

value proposition

DEMOGRAPHIC:

PP

Age Range: 24, average age of PP is 27

Race: Chinese

Average off the rack size: 12

KEY TERMS:

STRATEGY IDEA

MISCELLANEOUS

ASSUMPTIONS:

Appreciate custom fit clothing

brand loyal and recognize value of favorite brands, less price sensitive

(signals quality, fit,

Some don't pay full price because they expect sales

AWARENESS:

**Have you seen custom fit women's clothing online or in stores or

purchased it before? How were you made aware of it?

Yes,in China. In smaller boutique stores with a much more customized

product. But have not seen it online. Going to a shop is better,

because you can see it and discuss it with the shop owner or designer.

If it’s online there should more pictures of different models to get a

sense of what it looks like.

Aware of custom fit, but not have not seen options for choosing

patterns

**Are there websites that you currently shop at for clothing and how

did you learn about those?

A few of them. but its usually pajamas or something that doesn't need

to be fit.

Yes, will shop at retailers like Macys but will buy things that don’t

need to be fit like pajamas.

Buy some things online, but prefer to go to stores because its a hassle

to send things back. Would rather try things on to get the fit right.

**What are the pain points of sending things back?

It takes time, you have to walk to the post office, you have a busy

schedule.


Its time consuming and a hassle. But would rather buy two different sizes

then ship one back so they can make sure they get something that fits.

**Where would you expect to learn about custom fit women's clothing?

friend, magazine, opinion piece/news article?

From friends. If someone came back from an interview and they said this

dress is from a certain website, they would be more likely to buy it. As an

international student, you may not be aware of all the brands or shops here

and having a friend tell you what to look for is more helpful.

IMPRESSIONS:

**What are your general impressions of custom fit clothing for women?

It looks great. But not easy to find especially for graduate students. Its easier

for mid career professionals to find some brand shop at that specific brand.

Doesn't know any other women with custom fit clothing. But knows other

men that have done it.

When men wear custom fit or tailored clothing she can tell the difference and

it looks great.

**What do you think the difference is between custom fit and tailored

clothing? Is one better than the other?

Not sure of the difference between the two. They are similar.

I (chris dykeman) had to explain the difference between custom fit and

tailored. Then she understood and was familiar. And, she prefers the custom

fit. She has an idea of what the clothes will look like over tailored.

There is no difference in whether custom fit is more beneficial than tailored.

ADDED VALUE:

**Think of your favorite brands, I'm going to pass out some samples and I

want to hear what brands you would compare this to from off the rack.

**How much would you expect these to cost off the rack vs custom made?

**What do you feel is the appropriate occasion for these types of dresses?

BUSINESS CASUAL: OTR low 100-120, CF 130-150

Setting – professional, work dress, happy hour, summer hours dress code

Comparable Brand – Calvin Klein, similar style, material, and average

pattern.

FORMAL: OTR 150, CF 200

Setting – Cocktail dress, dinner, play, wedding

Comparable Brand – Not Banana republic, J. Crew, or C Wonder. Would

expect to see it in a department store among a bunch of other brands that you

kind of know and kind of don’t.

CASUAL: OTR 80, CF 120

Setting – Informal, family gathering, daily work. Some organizations are not

that formal like NGOs, other offices that have casual dress policy.

Comparable Brand – Banana Republic, Loft, JC Penney. More likely to see at

a department store.

24

Appendix


** As a public Poilicy student where do you see yourself working?

Would these dresses appeal to these students?

Public sector or non profit organization. These dresses could be used in

those settings.

Miscellaneous: Even if the clothes are custom fit, how do you know that

the dress or pattern is going to look good on you or for your body type?

Because depending on the pattern or the cut, and even if it’s made to your

dimensions, it could not look good.

Discussed having models of different shapes and sizes that they could

pick. What would keep them from shopping online and custom fit, the

concern is free returns. Pointed out the cost loss for the company with

free returns. Strategy Idea: Along with the free returns, explain that it is

Numari’s pleasure to make the customer satisfied.

Prefer shopping in store because they know how its going to look. If they

are willing to do the free returns, then the added value of custom fit could

be worth it. So if it fits, it’s worth it.

CONVERSION:

**How would you feel about submitting measurements of yourself to an

online company for custom fit clothing? What would you expect to be

advantages and/or potential issues?

As a student, I don’t know if my measurements are accurate because I’m

not a professional. Are there any standards for measurement? Discussed

having a video on the website, are there any other concerns. 10

measurements would be too many, ideal number of measurements is just

under 10.

**What are the advantages and disadvantages of custom fit? If you were

to go through the process what do you think the issues would be.

Advantages: are it fits better, especially for young professionals it can

help with the lack of confidence, make them feel better about themselves

as they are starting their careers.

Disadvantages: It takes time especially when trying to apply for different

jobs and a busy schedule. Money is not as important when its only $50

more. For example, A concern is if you have an interview this month and

you are not sure if the dress is going to fit and whether you can change it

in time.

Strategy Idea: Market to students at the very beginning of the school year

before they begin initial career search, networking, employer

engagements. Make it a point to get to them in person, set up a

consultation event with women’s student groups of similar demographics

to address similar concerns and increase the initial purchase decision.

Provide discounts with social and word of mouth campaigns.

**If you were already satisfied with the initial custom fit purchase, would

you feel more comfortable going back to the company?

Absolutely would go back. The company is already more reliable so the

decision is a lot easier.

The benefit, is that future purchases (long term) it would be very time

efficient. If you go to the store, it is not consistently reliable to find

something that fits well, and that takes time.

**What would help ease your concerns or reduce the potential issues?

Free returns, free shipping. Time waiting on the product to deliver

especially when it has to be custom fit. Reasonable amount of time is 1

week because you might need to change it.

**This is the website for the company, would this make you more likely

or less likely to buy? What are the general impressions of the website?

It looks simple, less is more, very classic style. She assumed target group

is 25 yrs old, and some of the dresses are styled for mid career and not for

younger. It looks like her mom’s style. The style here compared to asia

(korea, Taiwan) The formal dresses there look younger. The dresses

overall look like they are for older women.

**What is the message that the website conveys?

Message is: Very professional, very simple.

**Looking at the website, are there clear benefits that their products

provide?

Not so much because it’s just the pictures.

**MISCELLANEOUS:

For some of the pictures you could have a background, like an office

environment so you can see what the dress looks like in that environment.

Pictures of the model with just the dress makes it hard to visualize what

that dress looks like in a scenario.

25

Appendix


Numari Georgetown Focus Group - Fit is the number one value

proposition

DEMOGRAPHIC:

MBA

Age Range: Average 28

Race:

Average off the rack size: 00-12

Shop online for clothing: All have

KEY TERMS:

STRATEGY IDEA

MISCELLANEOUS

business casual, $180

formal, $235

casual, $180

ASSUMPTIONS:

Appreciate custom fit clothing

brand loyal and recognize value of favorite brands, less price sensitive

(signals quality, fit,

Some don't pay full price because they expect sales

AWARENESS:

Have you seen custom fit women's clothing or purchased it before?

**Are there websites that you currently shop at for clothing and how did

you learn about those?

And where would you expect to learn about custom fit women's clothing?

friend, magazine, opinion piece/news article?

Shopup (WOM, blogs) stitch (facebook)

brand stores, J crew, H&M, Express,

Nordstrom, retailers, (will go to these multi brand retailers online to look

for a certain style of dress to see whats available in that style.)

Aggregator sites, they email the consumer when something is available

If you see a brand/designer that you like, you google it, then online

retailers come up in the top 3 results and thats how they learn about

online retailers

IMPRESSIONS:

**What are your general impressions of custom fit clothing for women?

Love it, like mens custom suits, have purchased from other countries and

tailors from other countries. They don't feel like they would take the time

to measure themselves and are unsure about how to measure themselves.

Would want a tape measure mailed to them. Some thought 10

measurements were too many, one person thought more is better. Wish

there was something similar to Bonobos for women.

For an online store, they would want to see models that are different sizes

that they can identify with. Pick a model or shape at the beginning and

be able to see all the clothes on that one model so they feel like they

know what its going to look like.

for lower quality materials, they would rather get it tailored but with

higher quality materials they would rather get it custom fit

Willing to buy H&M, forever 21 chic dress, knowing that it won't fit and

just get it tailored. But if they are going to get a custom fit then it better

be banging and a good material.

They don't want too many options because they don't know how to design

the clothes and are afraid of making mistakes if custom designing the

clothes.

hesitation due to low customer service fears, they want more personal

service. Custom fit is lower priority than customer service.

**What do you think the difference is between custom made and tailored

clothing? Is one better than the other?

Custom made is better

ADDED VALUE:

**Think of your favorite brands, I'm going to pass out some samples and

I want to hear what brands you would compare this to from off the rack.

they were concerned about the fabric, didn't like the stretchy material.

The material signals quality and for formal material, they want matieral

that holds its shape better.

Were concerned about wrinkles on the front of skirts and dresses after

sitting down.

The material that they are made of

Casual: Anthropologie

Off rack: 60-90

Custom Fit:

Wouldnt buy it, or would wait for it to go on sale,

Formal Dress:

Off rack: 90-120

Custom Fit: 180

Asked if they could change the lining to get rid of the yellow.

Business Casual:

Off rack: $50

Custom Fit: $80-120

Would rather get it off the rack and then tailored. Custom fit is better

when you need to maintain the integrity of the dress with better fabrics.

**How much would you expect these to cost off the rack vs custom

made?

**What do you feel is the appropriate occasion for these types of

dresses?

CONVERSION:

**How would you feel about submitting measurements of yourself to an

online company for custom fit clothing? What would you expect to be

advantages and/or potential issues? (24mins)

Advantages:

after the first purchase, being able to make repeat purchases of the same

item in different colors with confidence.

Not having to get the item tailored. You have to find a tailor, then go

through the tailoring process which is a hassle, then you have to get the

item back. If you could be confident that the item would fit well and look

good and arrive in a timely fashion, then they can skip the process of

tailoring.

Turnaround time is very important. They live in an instant gratification

society. they buy items to wear next weekend, not next month.

26

Appendix


Classic looks, warby parker thing, they send the measurements, get 3

items and then can try them out for a refined fit.

**What would help ease your concerns or reduce the potential issues?

Free returns, free shipping.

Its a pain to have to mail stuff back, print out the label, put it in a box,

take it to a place to ship.

**This is the website for the company, would this make you more likely

or less likely to buy? (28mins)

The hard part is committing to something that $285 when you're unsure it

will fit, but the free returns makes it easier.

Like the white dress

Its good to see a couple dresses that look like they would fit right away,

but they are at incredibly different price points (the sheik dresses).

Its not not obvious enough on the homepage that its custom fit. Its says

have it your way, slide over and it says "made to fit you" Should have

"made to fit you" first and more prominent.

if they have one of the dresses selected, they want to see it on different

It would be helpful to have different models that you could select from

that you identify with so you can have a better idea of what the dress

would look like on you.

They like the book an appointment, book a consultation. They like the

idea of setting up an event and fitting it in with their luxury brands group.

They would like to see a workship of how to do measurements, in person

would be easier than online.

it would be helpful during their first year to have Numari come in, do the

measurements and bring samples so that the women can actually see the

garment.

They don't want to look like a wrinkled mess, they care about how they

look and are judgemental about others that aren't dressed well.

**What is it about a good fitting dress that makes you feel great?

its nice that you can just put it on and you don't have to worry about it,

and thats it. You can just go, its about the ease of just putting it on and

going. You don't have to adjust or need a belt.

Theres nothing more annoying than having a dress that doesn't fit right

and is slightly too tight, you have to worry about the way you're walking

in case the dress rides up so you're constantly pulling it down. You

when something fits perfectly, you don't need a belt or accessories, you

just look fabulous. You aren't worrying about someone noticing if your

skirt is riding up, if its twisted.

Self conscious

She went to the videos to submit measurements. If they could make it to

where you can do a hover zoom over certain measurements with a popup

to describe the measurement. It would be more intuitive.

When picking the dress length, around the knee. Want to see photos of

what the different lengths look like. they want to know if its going to

look slutty, too conservative.

Want to be able to choose options (length, sleeves, etc.) and then see a

picture of what that dress would look like.

They like that each dress has a note about what body shape its good for.

Having a profile that you can modify later on is good.

Its not clear whether these are work dresses, what exactly the target is.

Want to pair jackets with the dresses. They can't wear alot of the dresses

to work because its too fancy or sleevless which is inappropriate.

Without the jacket options, they're not clear on why they would shop for

these dresses.

Want color options.

**Does the story of custom fit and how it was made important?

The story wouldn't hurt. If they are paying that much money and it was

just shipped from China they'd be pissed.

Would be cool to get a little card or tag on it with a personalized note.

Like hand cut, hand picked by your stylist "jane doe". If you can put a

face to the item it makes it more personal.

**Whats the best method of fit consutlation?

if not in person, then videos.

They prefer chat over phone. But they want a sound with the chat to let

them know when the person responds. But they don't want to talk to a

person over the phone.

**Additional:

The women go to alot of the same stores, so they end up wearing the

same things as other women.

Those stores make different garments with the same 4 patterns or fabrics.

They would be willing to pay more for unique by having diferent options.

There is alot of value in a unique garment that is uniquely yours.

its frustrating that women don't have custom fit and custom clothes as

available to them like men do.

A matching color jacket is a real pain to find.

Numari Market Research and Consumer Insights Project

May 13th, 2014

Research of Viability of Custom Fit Clothing Among DC Student Groups

Marketing

Transcript of Research of Viability of Custom Fit Clothing Among DC Student Groups