Case Study

A New Production Line for a Top Selling Bra

Overview
The Problem
Our Approach
The Result

overview

An intimate apparel brand approached C+R to conduct a wear test for one of its top-selling bras in the U.S. Why did they need a wear test? Well, the brand had just modernized its production line for the first time in more than five decades! Worried that the new machinery might change loyal consumers’ experiences of the tried-and-true product, they got in touch with us.

C+R’s analytic team quickly got to work organizing an in-home usage test (IHUT). After nearly 300 women weighed-in, the results showed that sometimes change is good.

THE PROBLEM

An Intimate Apparel Brand Worries that Modernization Could Create Alienation

Our client’s product had been manufactured on the same equipment for 56 years. Clearly, it was time to modernize. But the bra’s fabric created a sensory experience, especially for its most loyal consumers. It had a certain look, feel, and even smell to it. Could the brand modernize their equipment without alienating consumers? Would users notice the change, and if they did, would they like it?

OUR APPROACH

An In-Home Usage Test (IHUT) Answers the Question

C+R’s analytic team enrolled 291 women (across six sizes) in an in-home usage test (IHUT) to study both the new and the control bra. To limit confusion and bias, researchers randomized the order of the bras and sent participants one bra at a time. Each bra was evaluated individually on its own merits and then the bras were compared. At no point was the objective of the study, or which bra the consumer was testing, revealed to respondents.

The result

Sometimes Change Is Good

The IHUT showed that loyal customers could not tell the difference between the old and new bra! In fact, they gave higher ratings to the new bra. The fabric most impacted by the manufacturing change was thought to be “more comfortable” and “feel better” against the skin. Using quantitative and qualitative data, the research team was able to determine true preferences between the two bras and support reasons for those preferences. The results were consistent across all six sizes tested.

proven experience

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I do want to say that this project again demonstrates why I have come to rely on C+R and recommend you so highly. When I get a report from you it’s complete, well-thought, and always client-ready. I really appreciate the partnership I have with you.

It was always a pleasure working with the team at C+R. I really appreciated your expertise and true partnership on every project.

Truly appreciate the strength of the partnership we have created with you. Thank you for being a consistent and reliable resource.

The report goes beyond answering the questions; it shows deep understanding of the needs of the client while ensuring the integrity of the design.  Thank you!

Thanks for one of the best reports I’ve received…. The quality of insights + deck writing > my expectations. The quality of voiceover/share out and process throughout has been my best experience to date.  C+R shows up as a team-always on time, supportive of one another, and provides quality insights vs basic stuff.

…We appreciate our open partnership and the constructive way we are building our relationship – we are enthusiastic when we think about future projects together!

You offer your knowledge in a way that never making anyone feel like they should have known “that” about the audience, treat it as an opportunity to educate in a friendly way.

I’m really proud of this team and so appreciate the partnership we’ve created. You’ve both done a fantastic job helping us start off this journey and I look forward to continuing to build our learning with you all!