Client description: Work wear & apparel manufacturer

Practice area: Market Research

Geographic scope: US, Canada

Industries involved: Personal protective equipment

Services applied: Market Opportunity Study, Voice of the Customer, Competitive Intelligence, Market Segmentation, Market sizing, Brand perception & awareness.

Business challenge: Apparel manufacturer wanted to expand and launch a new line of clothing and accessories and needed to identify, prioritize, and assess the best end-user markets and distribution channels. Manufacturer also wanted to have a better idea of the market size, sales forecast, channel dynamics, purchasing decision process, user needs, market drivers and competitive landscape.

Methodologies: Extensive secondary research supplemented with 266 qualitative In Depth Interviews (IDIs) surveys with distributors, competitors and decision makers from different industries.

The result: Client received a comprehensive report with comprehensive market opportunity study including: breakdown of industries, company profiles, market size and addressable, viable and winnable market. Analytics included market attractiveness models per industry, unmet needs graphics and stated vs. derived (SvD) value charts comparing product attributes.

Report also included intelligence on brand awareness, preferred brands of work apparel, apparel types purchased, channels used to purchase work uniforms, main reasons of buying through preferred company/channel, ordering strategy per channel, path to purchase, product performance, likelihood of repeat purchase, and the most important decision making attributes per industry & channel.