Allie Fabiani: Post 3
Yesterday we created and put out our second survey, which can be found at:
With our first survey, we took responses from women and men to get a general idea of what kind of underwear is normal in the United States. This time our survey is going to only be for guys as we are starting to really narrow down on our target. We have easy access to male college students, aged 18-23. So we are still trying to figure out a way to get in to the age bracket 23-30 years old.
One way we hope to get this done is through talking to men in department store underwear sections. We are planning to visit Friendship Heights department stores (including Bloomingdales, Saks, etc.) at the end of this week. We will not only talk to customers but also talk to sales associates to see if they notice any trends of underwear purchasing.
After this section of our marketing research, we will have one more survey and then hopefully be able to make moves with the research we find. We hope to start coming up with strategies as ways to get the Mosmann brand out there. Here are some things we already know need to be considered for this next step:
– We need to distinguish Mosmann from other high end brands (CK, Armani, etc.). We plan to do this through Mosmann underwear specific product features, including the bold colors, thick waist band and unique fabrics used.
One issue that we have found difficult to move past is the gay and metrosexual community. We feel that with way the underwear is currently designed, it would be hard to enter the United States market straight to heterosexual men. Because of the boldness and style of the underwear we feel the best approach would be appealing to gay and metro sexual community, and then the heterosexual men would follow in the next year. But we are still figuring out the kinks within this dilemma!
That is all for now, we are going to meet tonight and go over some more ideas and then go from there!