A consulting project that aims to explore, identify potential target segments for Numari, a custom fit business casual dress e-Commerce brand, and implement strategies to enter those segments.

1. Custom fit For
Grad students
in D.C. metro area?
Numari Market Research and Consumer Insights Project

2. 2
Numari Market Research
and Consumer Insights Project
Christopher Dykeman
Yang Zhao
5/11/2014
Are female graduate students in D.C. metro area a viable
target segment for Numari?

3. Contents
Executive Summary 4
Methodology 5
Research Findings 6
Recommendations
Appendix:
Focus Group Transcripts
19
23

4. 4
Executive Summary
This market research project was conducted between January to
May 2014 amount five female graduate student groups in the
D.C. Metro Area. The objective of the research is to test the
hypothesis that “female graduate students are a potential target
segment for Numari” and develop a Go-to-market Strategy Plan
based on the findings.
The yields of the research and further analysis indicate that the
female graduate students have shown a moderate level of interest
in shopping custom fit clothing online, however, there is no strong
indicator that they have an inherent need for custom fit dresses.
This segment resonates the importance of fit and they are
comfortable with the price range of Numari products. On the
other hand, this segment are most satisfied with shopping for off-
the-rack daytime dresses compared to other apparel categories and
the majority of them do not have a challenging body shape that
would motivate them to go custom fit.
Therefore, we suggest Numari conduct further consumer insights
research, behavior labs, test market, as well as comprehensive
market analysis to further explore the market.

5. 5
Methodology
 Generation of Hypotheses
- The lean approach: a short 20-question online survey within the Smith School community to test if there
was strong barriers from the target consumer side.
- An initial focus group with Exploratory questions based on outcomes of the test survey.
- A number of follow-up focus groups intended to capture additional findings and discrepancies between
Exploratory and Descriptive research.
 Design and Launching of A Descriptive Survey
- A more in-depth Qualtrics based survey with inputs from faculties and Client.
- The survey was distributed among five female graduate student groups (Smith FT MBA, Smith MSs,
Smith Public Policy, GWU FT MBA, and GWU MSs) and a total of 196 data points were collected.
 Data Analysis
- Exploratory data observations using Cross-Tabulation and PivotTable.
- The data was further split between different demographic segments and purchasing behaviors and more
in-depth analysis was conducted focusing on differences of fashion attributes, purchasing behaviors, and
price sensitivity.
 Discrepancies between Exploratory and Descriptive Research
- Additional focus groups were conducted among two groups of Asian international students. The focus
groups indicated that there were significant differences in purchasing behaviors as influenced by different
levels of wealth. However, there was no major finding that contradicts the results of the survey.

6. Research
findings
Focus Group Insights
Profile of Target Segment
7
11
Asian International Students 16
Custom Fit? 17
Advanced Findings 18

7. 7
Focus Group Insights
 5 focus groups were conducted among the graduate student population at Robert H. Smith School
of Business MBA, Public Policy, and two MS groups and Georgetown MBA students. The
demographics of the groups fall in the range of the demographics detailed in the survey.
 Insights were gained in the decision making process and shopping behaviors and can provide
validity to survey results and assumptions. Additionally, marketing ideas and possible strategies
were uncovered during the discussions and could be areas for further exploration.
 Overall, there was a common interest in custom fit clothing for a variety of occasions if it met their
expectations of quality. The more formal the occasion or attire, the more likely they were to see the
benefit in custom fit. There is a lack of confidence in the initial purchase of custom fit online clothing
because of the sales process and expectations. However, if the initial purchase is satisfactory, then
the online sales process provides high benefits over other shopping methods and there is high
confidence in the product meeting expectations.
Overview

8. 8
Focus Group Insights
There were common behaviors among all focus groups that support key insights found in the survey.
• Respondents are brand “lazy” and commonly shopped at the brands of Banana Republic, J. Crew, Anthropologie,
H&M, Express, and department stores (eg. Macy’s).
• Respondents are highly interested in custom fit and the benefits. However, there was no distinction in what type of
attire (suits, professional, business casual).
• There is low price sensitivity for custom fit clothing, with the additional value ranging from $30-$90 versus similar
clothing off the rack. Respondents understood the cost vs benefit and believed the additional cost is worth it
compared to tailored or off the rack clothing.
• Common beliefs of the benefits of custom fit vs off the rack items include superior fit, time saving (after satisfactory
initial purchase), confidence in shopping experience, unique look, simple process, trusted “brand”.
• Common beliefs of the benefits of custom fit vs tailored items include time saving vs the tailor experience (after
satisfactory initial purchase), confidence in shopping experience, simple process, trusted “brand”.
• Common concerns of custom fit online shopping include lack of variety and selection, confidence in actual fit and
look, questionable quality (custom fit lead to higher material quality expectations), customer service satisfaction,
lead time for receiving product and additional lead time if improper fit, cost and time needed for returns, confidence
in body measurements and time needed to take many measurements, commitment to an expensive initial
purchase without experiencing the product first.
• Common feelings toward a superior fit include it’s their favorite outfits, confidence because they feel and look
good, higher quality and premium product, more professional.
• When learning about custom fit clothing options, respondents expected to learn about it largely from word of
mouth and close social circles. Other options were fashion blogs, aggregator clothing websites (eg. Shopbop),
social media (eg facebook), and department stores.
Common Insights

9. 9
Focus Group Insights
Several insights were discovered but were not as commonly agreed upon. However, these insights should be
further explored as possible ways to increase marketing effectiveness and customer satisfaction.
• Designers are highly appreciated and add value. Add a small card or tag on the product that says “hand
picked” or “hand made” by your stylist “Jane Doe” and add a face to the name.
• Consultation is preferred in person. If not in person then by online chat, not over the phone.
• Having a note next to each dress that specifies the ideal body type for that dress is a positive.
• Offer jackets that pair with the dresses. The dresses are not formal enough to wear to work so a jacket could
make it more appropriate for the work environment. Then, the dress by itself is more appropriate for after
work activities.
• On the website, in regards to showing how to take measurements: the video is hard to find and hard to
follow. Provide an image of a model with pop up instructions when you hover the cursor/mouse over the
measurement area.
• Offer additional customizing options at a reasonable price, its adds value to the entire experience.
• On the website, add photos of models in different settings wearing the dresses so a customer can see what
the dress looks like in the appropriate setting.
• On the website, provide different models to show the dresses and what they look like on different body
types. Women want to see a model they physically identify with so they are confident that the dress looks
good for their body type.
• Free returns is necessary.
Additional Insights

10. 10
Focus Group Insights
Three Numari samples were passed out to both the Georgetown MBA and Smith Public Policy focus
groups. The respondents were asked to touch the material, hold the garment, and explore the quality,
feel, and look of all the garments.
Georgetown FT MBA
UMD Public Policy
Numari Garment Impressions
Dress type Off the rack $ Custom fit $ Setting Notes
Formal 90-120 180 Formal event Similar Brands:
Would want to change the yellow lining
Professional 50 80-120 Similar Brands:
Would rather get it off the rack then tailored.
Low quality material.
Business
Casual
60-90 60-90 Casual, day Similar Brands: Anthropologie
Would wait for it to go on sale or wouldn’t buy it
Dress type Off the rack $ Custom fit $ Setting Notes
Formal 150 200 Cocktail
dress, dinner,
play, wedding
Similar Brands: Department stores
Would expect to find this at a department store
among other lesser known brands.
Professional 100-120 130-150 Professional,
happy hour,
summer
hours dress
code
Similar Brands: Calvin Klein
Similar style, material, and average pattern to
Calvin Klein
Business
Casual
80 120 Informal,
family
gathering,
daily work
Similar Brands: Banana Republic, Loft, JC
Penney
Would expect to see it at a department store.
Would be good for casual dress policies and
NGOs

11. 11
Research Findings
Profile of The Segment
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
How Often Do They Shop?
1.0%
26.5%
42.9%
21.4%
7.1%
General
10%
45%
23%
15%
7%
Online
Never
Less than Once A Month
Once A Month
2-3 Times A Month
4 or More Times A Month
DEMOGRAPHIC
& PURCHASING
FREQUENCY

12. 12
Research Findings
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
Are Brand “Lazy”.89%
Because
86% It fits me really well.
82% It makes me feel good
and confident.
“So darn comfy!”
Who are the 11%? See Advanced Findings Section.
Brand
Price
Comfort
Design and Style
Fit
Importance
Profile of The Segment
BRAND
LOYALTY
& DECISION
ATTRIBUTES

13. 13
Research Findings
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
Profile of The Segment
SHOPPING
EXPERIENCE
 Level of Shopping Experience
On average, survey respondents are most displeased with
shopping for a suit, followed by professional attire, business casual.
They find shopping for daytime dresses is most pleased.
 Unmet Shopping Needs
- 79% survey respondents are interested in custom fit suits
- 72% need better fitting professional attire
- 24% express interest in custom fit business casual
Level of Satisfaction
Need
SUIT
(Details Covered in Advanced Findings Section.)
DRESS
BUSINESS
CASUAL

14. 14
Research Findings
Profile of The Segment
PRICE
SENSITIVITY
OVERVIEW
24%
43%
16%
7%
5%
5%
Suit
$100 and Below
Between $101 and $200
Between $201 and $300
Between $301 and $400
Between $401 and $500
$501 and Above
Increase of Willingness to Pay
When asked about how much more money they are willing to spend on a
custom fit dress than an off-the-rack dress, the surveyees report that:
- 37%: 11% to 20% more
- 25%: 21% to 30% more
- 19%: Less than 10%
- 7%: 31% to 40%
- 7%: 41% and Above
(Advanced Findings Section will cover more details on the 14% who are
willing to spend more than 31% on a custom fit dress.)
11%
34%
25%
17%
5%
7%
Tailor Made Suit

15. 15
Research Findings
Profile of The Segment
PRICE
SENSITIVITY
(LATENT)
23%
57%
17%
2% 1% 1%
Numari
$100 and Below Between $101 and $200
Between $201 and $300 Between $301 and $400
Between $401 and $500 $501 and Above
44%
43%
11%
1% 0%
1%
Anne Klein

16. 16
Research Findings
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
Asian International Students
 More Fashion Forward
 92% Shop Online
 Higher Willingness To Pay
 More Open to New Things
 Thin/US00-6
BUT
 More sensitive to brands
 More sensitive to design and style
 More status conscious
(More details to be covered in Advanced
Findings Section.)

17. 17
Research Findings
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
Custom Fit?
Are Open to Custom-Fit.91%
2%
20%
4%
9%
22%
12%
9%
15%
3%
4%
0% 5% 10% 15% 20% 25%
Rather Not Say
Thin
Overweight
Skinny
Average
Fit
Athletic
Curvy
Full Figured
A Little Extra
Body Type
21%
4%
22%
2%
5%
25%
20%
0% 5% 10% 15% 20% 25% 30%
Rather Not Say
Apple
Pear
Full Bust
Straight
Hourglass
Not Sure
Body Shape
 Is There a Need?
- 72%: The description of size is not accurate enough,
and a standard size may run smaller or bigger or there is
missing information on measurements.
- 57%: The products look or feel different from what are
displayed online.
- Most of them are dissatisfied with shopping for a suit or
professional attire.
 But, Are They Motivated Enough?

18. 18
Research Findings
87% Between 22 & 30
47% Asian/South Asian
37% Caucasian
79.6% UMD, 13.3% GWU
Thin/Average/US0-12
65% Between $50K & $80K
Advanced Findings
MICRO
LEVEL
ANALYSIS
 Observation of Outliers
- Who are those who do not have a favorite brand?
- Who are those who favor more sophisticated designer brand?
- Who are those not interested in custom fit?
- Who are those willing to pay 31% more for custom fit?
 In-depth Consumer Insights
- Why more Caucasians are less “brand lazy”? What are their
characteristics?
- Why respondents price products differently just looking at the
images of the dresses?
- Why hourglass-shaped women are more reluctant to try
custom fit?
- Is there a correlation between the fashion forwardness with
the willingness to go custom fit?
This section will take a micro approach focusing on outliers and in-depth
consumer insights. We want to understand who are those people drastically
different from the average and the latent psychological process when it comes
to custom fit. The best way for a micro-level analysis is in-person meeting
provided with visual aids.

19. recommendations

20. 20
 Awareness: Engage student groups directly with an in person
consultation event.
The ideal time frame is at the very beginning of the school year either
during orientation or before they begin initial career search, networking,
and employer engagements. Build brand equity by using the event as
a branding opportunity.
 Consideration/Trigger: Students are most likely to become aware
from word of mouth and close social circles.
Superior fit witnessed in social engagements will prove the custom fit
concept and quality. This will likely be the first impression of Numari
brand equity. In person reviews and recommendations will be the key
to differentiating the benefit and added value of Numari vs off the rack.
 Search/Engagement: Students are likely to read fashion blogs and
search online for specific brands when actively shopping.
Partner with fashion bloggers to educate potential buyers about the
sales process and benefits. Infuse personal story from fashion
bloggers to create “word of mouth” proof of concept and quality and
to build trust with the customer.
 Purchase: Majority of barriers are based on low confidence of look,
concept, and purchase satisfaction throughout sales process.
On the website, provide different body type/shape models that
customers can choose to view dresses on. Additionally, show
different customized options (knee length, sleeves, etc.) on models to
instill confidence in purchase options. Simplify the example of how
measurements are taken by using one picture with pop up
functionality. Provide additional pictures of models wearing dresses in
ideal settings for the particular garment. Describe the quality and feel
of the material. Provide superior customer service focused on
personal attention through online chat consultation, personalized
messages in the packaging, and easy free returns.
CONSUMER
CONVERSION
FUNNEL
(DETAILED)
Recommendations
Focus Group Insights

21. 21
Recommendations
Going Forward
 Larger Scale Survey Focusing on Consumer Insights
To increase confidence level of the research, we suggest a larger scale survey
that covers the East Coast graduate student groups and collect no less than
3,000 data points.
 Behavior Labs
Invite students to come, measure, and get dressed in Numari outfits and take
notes on their behaviors and comments. This will best capture the latent
insights of the target segment.
 Test Market
Leverage school and local incubator resources and launch small test markets
in marketplaces and fashion events.
 Comprehensive SWOT Analysis
More comprehensive analyses such as cost-benefit, customer acquisition
cost, competitor landscape should be conducted to advance decisions.
A market research is one of a number of decision processes that all together
contribute to a viable marketing strategy targeting a new segment. Because of
the limited scope of the research, we recommend the following steps going
forward to further explore this segment as well as feasibility of entering into it.

22. 22
Recommendations
New Segment Marketing Strategy
 Consumer Conversion Funnel
Create a consumer conversion funnel and invite students to experience the entire process of submitting
measurements, selecting products, and receiving the products. Take notes of feedbacks and questions
participants might have during the user experience testing.
 Improve Benefit Messaging
One of the biggest concerns from the surveyees is that they could not see a compelling message of the
benefits of custom fit dresses. Why custom fit is better than off-the-rack? That’s a question that has to be
addressed more tacitly.
We suggest adding keywords to the homepage that signal the benefit of custom fit like “Confidence” &
“Style & Fit”.
 Go Social and Go Viral
Viral video idea: buy an off-the-rack dress and alter it and show the comparison of before and after. This is a
shout-out that custom fit will make you feel more comfortable and confident, and look more beautiful than an
off-the-rack dress. We suggest using consultation events as networking events and branding opportunities
within student groups.
 Go Niche?
Within the female graduate student segment, there are a lot of obvious sub-groups, such as:
- Those who are too tall, too thin to find better fitting clothing
- Those who are design and style sensitive
Should Numari target all of them or just a few of them? Or, target all sub-groups with different body type
models that customers can self select.
We revisit the concept of Customer Decision Making Process, and identify that
to successfully launch a new product to a new segment, we need to trigger the
needs of consumers if they have not been expressed fully. In addition, it is a
significant education process that emphasizes heavily on message of benefits.

23. 23
Appendix
Numari Smith Public Policy Focus Group - Fit is the number one
value proposition
DEMOGRAPHIC:
PP
Age Range: 24, average age of PP is 27
Race: Chinese
Average off the rack size: 12
KEY TERMS:
STRATEGY IDEA
MISCELLANEOUS
ASSUMPTIONS:
Appreciate custom fit clothing
brand loyal and recognize value of favorite brands, less price sensitive
(signals quality, fit,
Some don't pay full price because they expect sales
AWARENESS:
**Have you seen custom fit women's clothing online or in stores or
purchased it before? How were you made aware of it?
Yes,in China. In smaller boutique stores with a much more customized
product. But have not seen it online. Going to a shop is better,
because you can see it and discuss it with the shop owner or designer.
If it’s online there should more pictures of different models to get a
sense of what it looks like.
Aware of custom fit, but not have not seen options for choosing
patterns
**Are there websites that you currently shop at for clothing and how
did you learn about those?
A few of them. but its usually pajamas or something that doesn't need
to be fit.
Yes, will shop at retailers like Macys but will buy things that don’t
need to be fit like pajamas.
Buy some things online, but prefer to go to stores because its a hassle
to send things back. Would rather try things on to get the fit right.
**What are the pain points of sending things back?
It takes time, you have to walk to the post office, you have a busy
schedule.
Focus Group Transcripts
Its time consuming and a hassle. But would rather buy two different sizes
then ship one back so they can make sure they get something that fits.
**Where would you expect to learn about custom fit women's clothing?
friend, magazine, opinion piece/news article?
From friends. If someone came back from an interview and they said this
dress is from a certain website, they would be more likely to buy it. As an
international student, you may not be aware of all the brands or shops here
and having a friend tell you what to look for is more helpful.
IMPRESSIONS:
**What are your general impressions of custom fit clothing for women?
It looks great. But not easy to find especially for graduate students. Its easier
for mid career professionals to find some brand shop at that specific brand.
Doesn't know any other women with custom fit clothing. But knows other
men that have done it.
When men wear custom fit or tailored clothing she can tell the difference and
it looks great.
**What do you think the difference is between custom fit and tailored
clothing? Is one better than the other?
Not sure of the difference between the two. They are similar.
I (chris dykeman) had to explain the difference between custom fit and
tailored. Then she understood and was familiar. And, she prefers the custom
fit. She has an idea of what the clothes will look like over tailored.
There is no difference in whether custom fit is more beneficial than tailored.
ADDED VALUE:
**Think of your favorite brands, I'm going to pass out some samples and I
want to hear what brands you would compare this to from off the rack.
**How much would you expect these to cost off the rack vs custom made?
**What do you feel is the appropriate occasion for these types of dresses?
BUSINESS CASUAL: OTR low 100-120, CF 130-150
Setting – professional, work dress, happy hour, summer hours dress code
Comparable Brand – Calvin Klein, similar style, material, and average
pattern.
FORMAL: OTR 150, CF 200
Setting – Cocktail dress, dinner, play, wedding
Comparable Brand – Not Banana republic, J. Crew, or C Wonder. Would
expect to see it in a department store among a bunch of other brands that you
kind of know and kind of don’t.
CASUAL: OTR 80, CF 120
Setting – Informal, family gathering, daily work. Some organizations are not
that formal like NGOs, other offices that have casual dress policy.
Comparable Brand – Banana Republic, Loft, JC Penney. More likely to see at
a department store.

24. 24
Appendix
Focus Group Transcripts
** As a public Poilicy student where do you see yourself working?
Would these dresses appeal to these students?
Public sector or non profit organization. These dresses could be used in
those settings.
Miscellaneous: Even if the clothes are custom fit, how do you know that
the dress or pattern is going to look good on you or for your body type?
Because depending on the pattern or the cut, and even if it’s made to your
dimensions, it could not look good.
Discussed having models of different shapes and sizes that they could
pick. What would keep them from shopping online and custom fit, the
concern is free returns. Pointed out the cost loss for the company with
free returns. Strategy Idea: Along with the free returns, explain that it is
Numari’s pleasure to make the customer satisfied.
Prefer shopping in store because they know how its going to look. If they
are willing to do the free returns, then the added value of custom fit could
be worth it. So if it fits, it’s worth it.
CONVERSION:
**How would you feel about submitting measurements of yourself to an
online company for custom fit clothing? What would you expect to be
advantages and/or potential issues?
As a student, I don’t know if my measurements are accurate because I’m
not a professional. Are there any standards for measurement? Discussed
having a video on the website, are there any other concerns. 10
measurements would be too many, ideal number of measurements is just
under 10.
**What are the advantages and disadvantages of custom fit? If you were
to go through the process what do you think the issues would be.
Advantages: are it fits better, especially for young professionals it can
help with the lack of confidence, make them feel better about themselves
as they are starting their careers.
Disadvantages: It takes time especially when trying to apply for different
jobs and a busy schedule. Money is not as important when its only $50
more. For example, A concern is if you have an interview this month and
you are not sure if the dress is going to fit and whether you can change it
in time.
Strategy Idea: Market to students at the very beginning of the school year
before they begin initial career search, networking, employer
engagements. Make it a point to get to them in person, set up a
consultation event with women’s student groups of similar demographics
to address similar concerns and increase the initial purchase decision.
Provide discounts with social and word of mouth campaigns.
**If you were already satisfied with the initial custom fit purchase, would
you feel more comfortable going back to the company?
Absolutely would go back. The company is already more reliable so the
decision is a lot easier.
The benefit, is that future purchases (long term) it would be very time
efficient. If you go to the store, it is not consistently reliable to find
something that fits well, and that takes time.
**What would help ease your concerns or reduce the potential issues?
Free returns, free shipping. Time waiting on the product to deliver
especially when it has to be custom fit. Reasonable amount of time is 1
week because you might need to change it.
**This is the website for the company, would this make you more likely
or less likely to buy? What are the general impressions of the website?
It looks simple, less is more, very classic style. She assumed target group
is 25 yrs old, and some of the dresses are styled for mid career and not for
younger. It looks like her mom’s style. The style here compared to asia
(korea, Taiwan) The formal dresses there look younger. The dresses
overall look like they are for older women.
**What is the message that the website conveys?
Message is: Very professional, very simple.
**Looking at the website, are there clear benefits that their products
provide?
Not so much because it’s just the pictures.
**MISCELLANEOUS:
For some of the pictures you could have a background, like an office
environment so you can see what the dress looks like in that environment.
Pictures of the model with just the dress makes it hard to visualize what
that dress looks like in a scenario.

25. 25
Appendix
Focus Group Transcripts
Numari Georgetown Focus Group - Fit is the number one value
proposition
DEMOGRAPHIC:
MBA
Age Range: Average 28
Race:
Average off the rack size: 00-12
Shop online for clothing: All have
KEY TERMS:
STRATEGY IDEA
MISCELLANEOUS
business casual, $180
formal, $235
casual, $180
ASSUMPTIONS:
Appreciate custom fit clothing
brand loyal and recognize value of favorite brands, less price sensitive
(signals quality, fit,
Some don't pay full price because they expect sales
AWARENESS:
Have you seen custom fit women's clothing or purchased it before?
**Are there websites that you currently shop at for clothing and how did
you learn about those?
And where would you expect to learn about custom fit women's clothing?
friend, magazine, opinion piece/news article?
Shopup (WOM, blogs) stitch (facebook)
brand stores, J crew, H&M, Express,
Nordstrom, retailers, (will go to these multi brand retailers online to look
for a certain style of dress to see whats available in that style.)
Aggregator sites, they email the consumer when something is available
If you see a brand/designer that you like, you google it, then online
retailers come up in the top 3 results and thats how they learn about
online retailers
IMPRESSIONS:
**What are your general impressions of custom fit clothing for women?
Love it, like mens custom suits, have purchased from other countries and
tailors from other countries. They don't feel like they would take the time
to measure themselves and are unsure about how to measure themselves.
Would want a tape measure mailed to them. Some thought 10
measurements were too many, one person thought more is better. Wish
there was something similar to Bonobos for women.
For an online store, they would want to see models that are different sizes
that they can identify with. Pick a model or shape at the beginning and
be able to see all the clothes on that one model so they feel like they
know what its going to look like.
for lower quality materials, they would rather get it tailored but with
higher quality materials they would rather get it custom fit
Willing to buy H&M, forever 21 chic dress, knowing that it won't fit and
just get it tailored. But if they are going to get a custom fit then it better
be banging and a good material.
They don't want too many options because they don't know how to design
the clothes and are afraid of making mistakes if custom designing the
clothes.
hesitation due to low customer service fears, they want more personal
service. Custom fit is lower priority than customer service.
**What do you think the difference is between custom made and tailored
clothing? Is one better than the other?
Custom made is better
ADDED VALUE:
**Think of your favorite brands, I'm going to pass out some samples and
I want to hear what brands you would compare this to from off the rack.
they were concerned about the fabric, didn't like the stretchy material.
The material signals quality and for formal material, they want matieral
that holds its shape better.
Were concerned about wrinkles on the front of skirts and dresses after
sitting down.
The material that they are made of
Casual: Anthropologie
Off rack: 60-90
Custom Fit:
Wouldnt buy it, or would wait for it to go on sale,
Formal Dress:
Off rack: 90-120
Custom Fit: 180
Asked if they could change the lining to get rid of the yellow.
Business Casual:
Off rack: $50
Custom Fit: $80-120
Would rather get it off the rack and then tailored. Custom fit is better
when you need to maintain the integrity of the dress with better fabrics.
**How much would you expect these to cost off the rack vs custom
made?
**What do you feel is the appropriate occasion for these types of
dresses?
CONVERSION:
**How would you feel about submitting measurements of yourself to an
online company for custom fit clothing? What would you expect to be
advantages and/or potential issues? (24mins)
Advantages:
after the first purchase, being able to make repeat purchases of the same
item in different colors with confidence.
Not having to get the item tailored. You have to find a tailor, then go
through the tailoring process which is a hassle, then you have to get the
item back. If you could be confident that the item would fit well and look
good and arrive in a timely fashion, then they can skip the process of
tailoring.
Turnaround time is very important. They live in an instant gratification
society. they buy items to wear next weekend, not next month.

26. 26
Appendix
Focus Group Transcripts
Classic looks, warby parker thing, they send the measurements, get 3
items and then can try them out for a refined fit.
**What would help ease your concerns or reduce the potential issues?
Free returns, free shipping.
Its a pain to have to mail stuff back, print out the label, put it in a box,
take it to a place to ship.
**This is the website for the company, would this make you more likely
or less likely to buy? (28mins)
The hard part is committing to something that $285 when you're unsure it
will fit, but the free returns makes it easier.
Like the white dress
Its good to see a couple dresses that look like they would fit right away,
but they are at incredibly different price points (the sheik dresses).
Its not not obvious enough on the homepage that its custom fit. Its says
have it your way, slide over and it says "made to fit you" Should have
"made to fit you" first and more prominent.
if they have one of the dresses selected, they want to see it on different
It would be helpful to have different models that you could select from
that you identify with so you can have a better idea of what the dress
would look like on you.
They like the book an appointment, book a consultation. They like the
idea of setting up an event and fitting it in with their luxury brands group.
They would like to see a workship of how to do measurements, in person
would be easier than online.
it would be helpful during their first year to have Numari come in, do the
measurements and bring samples so that the women can actually see the
garment.
They don't want to look like a wrinkled mess, they care about how they
look and are judgemental about others that aren't dressed well.
**What is it about a good fitting dress that makes you feel great?
its nice that you can just put it on and you don't have to worry about it,
and thats it. You can just go, its about the ease of just putting it on and
going. You don't have to adjust or need a belt.
Theres nothing more annoying than having a dress that doesn't fit right
and is slightly too tight, you have to worry about the way you're walking
in case the dress rides up so you're constantly pulling it down. You
when something fits perfectly, you don't need a belt or accessories, you
just look fabulous. You aren't worrying about someone noticing if your
skirt is riding up, if its twisted.
Self conscious
She went to the videos to submit measurements. If they could make it to
where you can do a hover zoom over certain measurements with a popup
to describe the measurement. It would be more intuitive.
When picking the dress length, around the knee. Want to see photos of
what the different lengths look like. they want to know if its going to
look slutty, too conservative.
Want to be able to choose options (length, sleeves, etc.) and then see a
picture of what that dress would look like.
They like that each dress has a note about what body shape its good for.
Having a profile that you can modify later on is good.
Its not clear whether these are work dresses, what exactly the target is.
Want to pair jackets with the dresses. They can't wear alot of the dresses
to work because its too fancy or sleevless which is inappropriate.
Without the jacket options, they're not clear on why they would shop for
these dresses.
Want color options.
**Does the story of custom fit and how it was made important?
The story wouldn't hurt. If they are paying that much money and it was
just shipped from China they'd be pissed.
Would be cool to get a little card or tag on it with a personalized note.
Like hand cut, hand picked by your stylist "jane doe". If you can put a
face to the item it makes it more personal.
**Whats the best method of fit consutlation?
if not in person, then videos.
They prefer chat over phone. But they want a sound with the chat to let
them know when the person responds. But they don't want to talk to a
person over the phone.
**Additional:
The women go to alot of the same stores, so they end up wearing the
same things as other women.
Those stores make different garments with the same 4 patterns or fabrics.
They would be willing to pay more for unique by having diferent options.
There is alot of value in a unique garment that is uniquely yours.
its frustrating that women don't have custom fit and custom clothes as
available to them like men do.
A matching color jacket is a real pain to find.

27. Numari Market Research and Consumer Insights Project
May 13th, 2014