Written Report: Customization Jeans

Problem Identification, Research Objectives, and Exploratory Research

Class: MKT 366 – Monday 6:45-9:45

 Table of Contents

Coordinator: Rebecca Baker

Page:

3. The Client

4. Decisions and Marketing Research Objectives

5. & 6. Exploratory Research: Secondary Data

7. & 8. Exploratory Research: Focus Groups

9. & 10. Exploratory Research: In-depth Interviews/Projective Tests

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 The Client

Customization Jeans is the patented name of our research design. We want to provide our

target market, college students ages 18-25, the opportunity to design and customize their own

style of jeans. Many people have difficulty finding the perfect fit pair of jeans. Students are all

different shapes and sizes, causing shopping for jeans immensely time-consuming, as well as

costly. Our research design of Customization Jeans will allow students to go in-store to be

measured, pick out fabric, style, shape, and design of their perfect fit jeans. We will also provide

an online shopping store where students may provide their own measurements.

Customization Jeans will offer its services at a moderate price, giving students the

opportunity to become a member of our loyalty program. The program will give out discounts,

coupons, a complimentary gift for their birthday, as well as free shipping. Our database

marketing strategy will keep track of students’ measurements and preferences, so we can suggest

items for the future. We have a full money-back guarantee for incorrect measurements and

mistakes. If students are not pleased with their jeans after delivery, the company will administer

refunds on a case-by-case basis. Our goal is to make students feel more confident with their

jeans, as well as eliminate time constraints with their hectic schedules.

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 Decisions and Marketing Research Objectives
1. Decision: Whether to offer customization for only jeans or other types of clothing as well

Possible Course of action:

-Only offer custom jeans.
-Offer custom jeans as well as jackets, shirts, etc.

Marketing Research Objective: To know if people have a high desire for only customizable jeans or
other types of clothing’s

2. Decision: Whether to do a customization tool for Jeans

Possible Course of action:

-Just do a customization tool for jeans
-Do customization tool for all clothes and accessories (including jeans, shirts, wallets, jackets, hats, etc)

Marketing Research Objective: To know what customers would be interesting in customizing

3. Decision: Decide how to promote the product

Possible Course of action:

-Add customers to a mailing list, e-mail, ground mail coupons. Post coupons online, add clearance section
on website
-Customers only have access to store promotions and online promotions

Marketing Research Objective: To find out if people use coupons that are e-mailed, and ground mailed

4. Decision: Where to have our store located

Possible Course of action:

-Have a store in the mall, specifically near college campuses
-Have an online option to purchase and order jeans
-Have our customization jeans in a store as well as online

Marketing Research Objective: To know if people prefer online stores or physical stores to shop at

5. Decision: Decide pricing for custom jeans

Possible Course of action:

-Sell custom made jeans from $35-$55 price range
-Sell custom made jeans from $55-$75 price range

Marketing Research Objective: To know and estimated amount people are willing to pay for custom
made jeans.

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 Exploratory Research: Secondary Data
a. In 2002, Americanfit.com part of the company Lands End, an online retailer began its sale in
customization jeans. Andrea Stephenson, a spokeswoman for the company states, “All you need to do is
simply just mail them a pair of your pants that fit the way you like and they will simply duplicate them. If
only I could get shoes that way!” The company offers both male and female custom jeans and custom
chinos, but the price is a steep. Surprisingly, sales figures in purchasing power is about 60-40 split,
women order more than men. Lands End's custom project manager, Ron James explains, “A lot of mass
customization being done today is really size suggesting, so no one has done it the way we're doing it
with Archetype.” An archetype is a technological program that uses its mass customization system to link
retailers who want to give customers the option of a personalized garment. This specific archetype has
developed a questionnaire that asks for specific measurements from a customer, including general
assessments regarding their body shape as well as preferences. “The company even keeps your answers
on file, so that down the road, if you gain or lose an inch or a few pounds, you can tweak your custom
pants on your next order.”

Cox, Beth. “The Secret to Jeans that Fit.” www.ecommerce-guide.com. 16 Aug. 2002. 4 Oct. 2010.
<http://www.ecommerce-guide.com/news/news/article.php/1448111>.

b. When it comes to clothing, Jeans is common to all individuals. However, the brand and price each
pays varies. An article by Carolyne Zinko, states that Levi’s have jeans said to be custom but are made by
San Francisco's indiDenim. In addition, this was done by taking about 60,000 women around the world
and coming up with a new method to measure. The shape of these jeans is based on waist, hip, and seat
measurements. An example is a demi curve is someone who is evenly proportioned and at the hip and
seat. The president of Levi Strauss Americas, Robert Hanson, said in a recent teleconference from New
York, "We wanted to understand the unique fit frustrations and build the closest thing we could to a
custom fit." By designing companies, which allow customers to customize their jeans, the fitting and
satisfaction for the money spent will be improved.

Zinko, Carolyne. "Levi's strategy: Curves ahead." San Francisco Chronicle. Hearst Communications, 10
Oct. 2010. Web. 10 Oct. 2010. <http://articles.sfgate.com/2010-08-22/living/
22228944_1_san-francisco-s-levi-strauss-jeans-market-custom-jeans>.

c. Beth from Fashion Finds reports on a custom jean company that offers their customers a wide
variety of options when shopping for that perfect pair of jeans. Indidenim is the name of the company and
they are an online based company. They offer their shoppers options ranging from the fit of jean to the
shape of the pockets. Giving people options such as what kind of fly they want and the width of the hem
really put the power in their hands. During the next step of their ordering process they ask for information
about the consumer’s body such as height weight and waist measurements. Also they ask for any
problems you may have with normal jeans such as looseness in one area when another area fits fine. All
this information helps Indidenim manufacture jeans to the best of their ability. Some of these options may
feel like they could be easy to mess up when ordering online but Indidenim will take back their products
to make sure that they are the perfect pair of jeans for you. Prices start at one hundred and forty dollars
but depending on how worthwhile you consider a perfect pair of jeans you may decide it was the best
money you’ve ever spent.

Beth. "Indidenim: Design Your Own Custom Jeans Online." Inventorspot. Aha Cafe LLC, n.d. Web. 4
Oct. 2010. <http://inventorspot.com/articles/indidenim_design_your_own_custom_ jeans_
online_36958>.

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d. Researchers at Iowa State University recently published results in the Clothing and Textiles
Research Journal of a study were they investigated issues of merchandise related with mass
customization. Their study was based on 131 college students; they found out that females were most
likely to customize jeans, followed by swimwear, dresses, intimate apparel and special occasion wear.
Males reported they were most likely to customize jeans, followed by outerwear/jackets and athletic
shoes. Females reported that fit to body shape was the most important feature that they wanted to
customize, and females were more likely to use body scanning than males. Results show that retailers
should have a specific product to customize. Most importantly find the best way to satisfy customer
needs.

"Mass Customization Studies Give Insight into Consumer Preferences." Apparel Magazine 44.5 (2003):
12. Business Source Premier. EBSCO. Web. 8 Oct. 2010.

e. Make your own jeans offers a customers jeans and clothing they would normally have trouble
finding due to shapes, sizes, and physical features. They offer the options to customers that have trouble
finding clothing the opportunity to create their own jeans that are suitable for all people no matter their
features and to create jeans that would be attractive and offer them at the lowest possible price. In
magazine the Oprah magazine a women Willow F. Benavides says, “ As a short curve women (my waist
is much smaller than my hips). I have a terrible time finding affordable jeans that fit. I read your article
petite women with interest, but I was surprised to see no mention of custom clothing. I have had
extraordinary success with make yourownjeans.com, where you can order custom jeans, pants, and suits. I
get compliments everywhere I go. The jeans… cost only about $65 with shipping- well worth it when
compared with pricey designer brands.” Prices are as low as around thirty-nine dollars to customize your
own pair of jeans. It could be the beginning of the end to those dressing room sessions.

“Your Jeans Factory.” Make Your Own Jeans. 7 Oct 2010. <www.makeyourownjeans.com.

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 Exploratory Research: Focus Groups
1. When you go to buy a pair of jeans what are the things you look for first?
Color
Wash/fade
Style

2. Do you ever have difficulty finding the right color, cut or style when looking for
jeans?
Sizes – Different companies have different methods of sizing
Length and width are sometimes troubling

3. How long does it generally take you to find a pair of jeans that fit just right?
If looking for something specific
-1 hour
-1 day
If looking for just a regular pair of jeans
-Relatively quick

4. How much do you normally pay for a pair of quality jeans?

$50 - $70
2 for $55
$40 (Male)

5. What is the most you would spend on a pair of jeans? What qualities would make
you pay this price?
$30 - $60
$80 - $90
-Had rhinestones on them

6. Would you be interested in the opportunity to create customized jeans? Why or

why not?
Yes – That way you don’t have to waste time searching
Depending on price compared to going to the store

7. How much money would you pay for a customized pair of jeans?
$30 - $70

8. Would you be interested in buying a second pair of customized jeans for a

discount? How much would that persuade you to buy them?
Yes – With coupons
-Example - 2 for $55

9. If you were to receive a substantial discount on your first customized order

would you be inclined to buy? What sort of loyalty program would entice you to
become a repeat customer?
Yes

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 Constant discounts and promotions

10. Would you rather send in your size via online order form or be measured in-
store? Why?
Be measured in-store
-Could try on sample jeans to make sure they fit and are comfortable
-Make sure the customer likes the way they look in the jeans

11. Does brand matter to you? Would you buy or wear a generic pair of jeans?
Brand does not matter as long as they feel and look good for the right price

12. Would you be interested in being able to customize clothing products other
than jeans? If so, what?
Yes
-Formal attire
-Dresses
-Shirts
-Business dresses, skirts

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 Exploratory Research: In-depth Interviews/Projective Tests
(Answers will be Underlined)
a. Sentence Completion for Pricing:
1. Jeans are expensive.
2. The most you would spend on jeans would be one hundred dollars.
3. When you think of price compared to jeans, you think unreasonable.
4. Customization Jeans sounds appealing.
5. Price matters.
6. Jeans are worth the perfect fit if they are comfortable.
7. I would pay more than fifty dollars on a pair of jeans if they looked exactly like I want.
8. A discount on a pair of jeans would make me want to buy more.
9. A loyalty program for jeans is a great idea to retain customers.
10. I would buy custom jeans with a warranty if they would give me all my money back.

b. Sentence Completion/General Questions for Location

1. What is the first place that comes to your mind when you say jeans? Levis show
room, I chose this because as a kid this was the first jeans brand I got introduced to.
2. People go to buy jeans at the mall.
3. I go to outlets sometimes for jeans. Yes I do a lot. Outlets have good deals but their
collection is limited. If the design I am looking for is available in Outlet, The outlet is
within 10 miles then yes I would buy in an outlet.
4. The quality of the jean depends on the brand, they do quality check and have been in
the market for a long time.
5. For jeans I would travel no more than 10 miles. As I know my brands, fittings and size.
I would rather order it online.
6. The store I would never buy from is/are none that I can think of. May be Wal-Mart.
7. Brand name versus regular jeans I prefer brand name, they have to follow a strict rules
and regulations and they have a strong quality check. Also, less chances of fraud.
8. Specific brand names that come to my mind, Levis, American Eagle, Aeropostale,
Armani Exchange, Gap.

c. Sentence Completion for Brands

1. Express jeans are expensive.

2. Levis is for old people.
3. Ralph Lauren doesn’t market jeans enough, see more commercials for more shirts.
4. Calvin Klein should come out/keep up with new cool styles.
5. Lee jeans look too much on the fancier side.
6. Your favorite brand of jeans is Vigoss.
7. The style of jean you wear most often is skinny.
8. The biggest pro to jean customization is getting exactly what you want. Not having to
settle for anything.
9. The biggest con of jean customization is having to wait for the production and
shipping.

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d. Sentence Completion for Advertisement, Promtion, and Location
1. I am most likely to buy wardrobe with coupons
2. I am most likely to buy jeans at stores
3. I am most likely to buy jeans when at the mall
4. I would like to have my customization measurements for jeans from a seamstress
5. I would prefer to receive coupons by e-mail
6. I am most likely to buy more products when there are promotions like buy one get one
half off
7. I prefer shopping at malls
8. I prefer shopping when close to home
9. Online shopping is fantastic
10. Submitting measurements online makes me feel uncomfortable

e. Word Association for Jeans

1. Hard to find
2. Color Blue
3. Fabric Denim
4. Denim Jeans
5. Fit Hard
6. Style Straight
7. Wash Faded
8. Faded Bleach
9. Price Expensive
10. Perfect Fit

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