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Creating New Brand & Retail Strategy

Building a year-round apparel strategy for a seasonal men's sports brand
  • what was up

    A major sports league wanted to develop a year-round retail strategy for its branded apparel instead of being seen as game-day only wear. 

  • what we knew

    The league had to change perceptions among both consumers and retailers so the brand would be seen as a viable option outside the sport season.  It had little existing knowledge about its fan base’s shopping behavior and attitudes towards fashion and wearing branded sports apparel year round.

  • what we did

    • Quickly grounded the client in male shopping behavior with How America Shops® Men & Shopping study.
    • Conducted qualitative research (online discussion forum) with male fans and brand apparel wearers to uncover emotional drivers, attitudes, and resistance to wearing logo and sports logo apparel.
    • Conducted interviews with retail executives across major channels and apparel licensees to understand the opportunities, obstacles and business requirements for a year-round apparel offering
    • Conducted national online research to develop a segmentation analysis that resulted in four distinct groups of men to target
    • Created a strategy roadmap to define opportunistic shopper segments, category strategy, multi-channel retail strategy, and media and marketing recommendations.

  • how we did

    Our client has already begun the strategy rollout as part of a 3 year plan to move from a game-day to an everyday apparel brand.

    “Did you see this month’s GQ print and online?  Completely inspired by your hard work.”   
      - Brand and Retail Manager of the League