Tasked with developing a breakthrough concept for a top apparel company to pitch to a retailer, The Garage Group and the client team set out to create multiple concept paths forward, in order to rapidly optimize and prioritize them using The Garage Group’s startup-inspired lean capabilities. The end result was an iteratively-built, consumer-vetted, optimized concept that was pitch-ready.
The Garage Group performed white-space desk research to assess competitive concepts in similar benefit spaces, and identify opportunity spaces to move into.
The Garage Group Research Consultants did in-store competitive apparel try-ons to understand how stores pitched the benefits of competitors’ products.
The Garage Group’s experienced concept writers developed 8 concepts that leveraged the Competitive Landscape Assessment and In-Store Associate Interviews for inspiration. These concepts gave the apparel company multiple paths forward to rapidly explore further with consumers.
Concepts were shared with recruited target consumers for quick 1-on-1, 30-min online webcam interviews. These interviews were moderated by The Garage Group moderator with the multifunctional apparel team watching remotely and providing probes or alternative trial-and-error builds to the concepts. The concept language was iteratively optimized based on consumer feedback. Concepts that resonated were built upon, while concepts that weren’t getting traction were eliminated before large amounts of resources were dedicated and lost.
Two lead concepts and a list of top RTBs were tested with 325 target participants to understand purchase intent and uniqueness, giving the apparel team confidence in the strength of their pitch to the retailer.
Within six weeks, The Garage Group and client team was able to craft, test, and validate concepts for leadership using lean methodology leveraged from our Lean Growth Playbook. By utilizing consumer feedback throughout the process, the client team was able to quickly explore ideas without dedicating large amounts of resources to a concept that may not succeed in the market. The Garage Group’s unique approach allowed what could be months of concept development and exploration to be condensed into just six weeks of work.
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