Understanding the Perfect Jacket Fit CHALLENGE A woman’s retailer had successfully worked with us to engage its core and aspirational customers in defining winning pant fits for their brand. SachsBased on that experience, they engaged us to bring women into the design process of jacket styles and fits that would flatter a range of customers and drive purchase. Research was used to assess the appeal of prototype jackets and understand purchase drivers. APPROACH A range of customers were brought into the store to participate in focus groups to take a deep dive into their jacket preferences – bringing in their favorites to show off the elements of style, fit and color that appealed. Participants then tried on five prototype jacket designs, rated them on key criteria and commented on what coul

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