I was talking with a designer recently and she was sharing how she hosts focus groups with women in her target market. One of the questions she asks is brilliant: “what is an item in your closet that you love so much you’d be willing to get it mended or altered to continue wearing it?”
I love this question for several reasons. First, it is a tangible way that people can reflect on their favorite pieces of clothing. In doing so and sharing what garments come to mind, your target market is giving you clues into the pieces they’d be most interested in purchasing.
Secondly, it aims at longevity. The question doesn’t ask what women buy the most often or most volume of – that wouldn’t necessarily indicate what they want to keep spending money on. In contrast, the question this designer asks focuses on what people are excited to invest in.
As a bonus, ask the women you survey to share photos or bring the actual garment to show you. That’s what this designer does in her in-person focus groups. What item people bring tells you so much.