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”

Google Trends on Lee as a Brand

Source – www.google.com/trends

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

pocket

Leg

form

with fit

inserts

in

pocket

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