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Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products.

Anne-Christine Ayed Leveraging on-line consumer clubs to identify innovation white spaces January 26, 2009. Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products.

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Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products.

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  1. Anne-Christine AyedLeveraging on-line consumer clubs to identify innovation white spacesJanuary 26,2009

  2. Global Designer, Marketer and Manufacturer of Branded Women's and Men's Apparel Products. International group created from the acquisition of Sara Lee Branded Apparel Europe by Sun Capital Partners (2006). 3 categories including: Intimates (50%) Underwear (20%) Hosiery/Socks (29%). The 14 brands are: DBApparel : The company

  3. DBApparel : The company • DBApparel is and wants to stay the European leader • - With strong brands • - Focusing on customers and consumers • - Known for its ability to Innovate.

  4. DBApparel : Innovation When related to lingerie and hosiery technical products, the criteria for innovative offerings are: - new materials/processes • new product construction • new presentation/packaging that - do not exist in competitive products - bring added value to consumers - could be protected by intellectual property

  5. DBApparel : Innovation Board Sponsored by the CEO and composed of business VP’s, Operations VP, R&D and Brands Directors • Provides a forum for firmwide exchange of innovative ideas • Tracks and cultivates innovative ideas across the BU’s • Undertakes R&I product portfolio management and sets new product development strategy

  6. DBApparel : Consumer Board “The Consumer Board is a company wide forum that integrates consumer insight and understanding into the heart of what we do” • Key cross business ‘players’ primarily but not exclusively from marketing or retail • All have a passion for the consumer and are open, collaborative and willing to embrace change • Look also at external inputs

  7. DBApparel : Consumer Board Its role: • Develop a learning culture by providing a forum for sharing commercial successes and failures through the company • Drive deeper insights and intelligence across the Brands and optimise total company spending • Develop new ways to raise consumer observation and listening skills • Benchmark our consumer research process and keep us up-to-date with new methodologies and segmentations

  8. DBApparel : Consumer Club Online community of women who log on weekly to a dedicated site to complete “Activities” • Semi Structured questionnaires and open forum discussions • Activities are planned and directed by us • Around 500 women registered • Actual participation 75-150 members a week

  9. DBApparel : Consumer Club Bras & Women Who wear them Our Goals: • Increase our understanding of what women want their bras to do for them • Engage in a dialogue with consumers to • - Explore unmet needs and pain • points • - Generate universal insights • Uncover innovation white spaces for DBA brands - New Product ideas - Marketing and communication messages

  10. Keen to share preferences and pain points Comments are frank, uninhibited and full of humour! DBApparel : Consumer Club Bras & Women Who wear them The kind of women have been we talked to: • Age 20 – 60 • Full range of bra sizes • Mix of shoppers • Department stores • Marks and Spencer • Online • Grocery • Multiples & Chains # Duration : 6 months

  11. DBApparel : Consumer Club “Le Club des Collants” Our Goals: • Understand women’s hosiery use, preferences, and priorities • Find and explore pain points and possible white spaces The kind of women we talked to: • Women from France • Ages 15-59 • 1-6 pantyhose size • 35-41 shoe size • 1.5-1.85 meters height • 40-95 kg weight • Purchased hosiery in last 12 months Duration: 3 months

  12. Your Club Stats 3. Have you discovered knickers that are so fabulous, you want to tell the world (or at least your friends)? Tell us what they are and why you like them. Activities Completed * Description (brand, cut, fabric, and any other feature important to you): Current BIG Bucks Total * Why I like them: View My Club Profile Review Your Activity History More Information About the ClubHow to win prizes 7. Tell us everything that influences what knickers you choose to wear for the day. For example, are there habits or outfit coordination rules that you generally stick to? Do you wear different types/styles knickers during the week and at weekends?

  13. DBApparel : Consumer Club Bras & Women Who wear them They told us… • On bras in general, their emotional and psycological connections with their underwear, basics things that are still a problem • On bras of the future

  14. DBApparel : Consumer Club Bras & Women Who wear them Topics we have explored… • Bra choices ( drawer inventory, favourites and regrets, priorities, bra diary, fashion) • Comfort and Support (general issues, comfort and adjustment, forum discussion on price) • Shaping and enhancing, (physical, psychological and emotional dimensions) • New ideas, disposable underwear, sleepwear … • Health • Eco-bras • Shopping

  15. DBApparel : Consumer Club “Le Club des Collants” They told us… • On their basic hosiery habits and preferences • Their Weekly Wardrobe: weekday vs. weekend outfit choices

  16. DBApparel : Consumer Club “Le Club des Collants” Topics we have explored… • My Shape and My Pantyhose (Likes/dislikes about their lower bodies and what they hope pantyhose will do for their shapes) • Control pantyhose and shapewear • Assessing hosiery fabric and features • Shoes (Discomforts wearing different types of hosiery) • The Right Size: Usefulness of current hosiery sizing system • Special Effects • Change of Season • Laundry Basket • Recycling Hosiery

  17. DBApparel : Consumer Clubs Results: Major areas of opportunities identified including white spaces and several opportunities for product and packaging improvement

  18. DBApparel : Consumer Clubs Encouraging loyalty – engaging with and influencing consumers online • Set up a DBA online community for customers • Women are passionate about their bras and keen to engage in dialogue • Register and win • 2 way information exchange • Email alerts on new intros and updates to their favourite style • Real information: “Did you know all our bras have…” • Consumer feedback on purchases • Questions to the Experts

  19. DBApparel : Consumer Clubs Next Steps Turn these insights into new products, services and capabilities as quickly and efficiently as possible Criteria used for measuring the opportunities: - Speed - Resource investment needed - Impact (market, revenues, competitive advantage) - Importance to DBA’s strategy and constituents

  20. DBApparel : Open Innovation • We define what internal/external resources we need to meet our objective • We leverage design firms, network of inventors, suppliers, universities, non competing companies (co-branding, JDA), communication agencies …. • We assign dedicated project teams in charge of the partnership (s) • We are currentlymanaging at least 5 projects emerging from the clubs and involving external partners

  21. DBApparel : Innovation The key is to sustain momentum on opportunities uncovered and build on our success in employing new technology and open source to identify whitespaces

  22. Thankyou

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