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Posted in: Brand Positioning & Development, Qualitative Exploratory, Retail


Challenge: Saramax wanted to expand interest and purchases of its Best Fitting Intimates (BFI) brand within Walmart stores.

Objective: To better understand the intimate apparel decision process and uncover the rational and emotional triggers that will drive consideration and purchase of the Best Fitting Intimates (BFI) brand over key competitors.

Solution: Focus groups and in-store interviews were conducted as part of a Qualitative Exploratory Positioning Study to explore and observe shopping/purchasing behavior.Female shoppers were also asked for reactions to new product prototypes and positioning directions.

Result: Learning was used to develop a recommended positioning strategy for the Best Fitting Intimates brand; recommendations also included product and merchandising ideas to help drive greater impact and presence in-store.

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