Exploring the Athleisure Market
How comprehensive concept testing revealed key consumer preferences and market opportunities to successfully launch an athleisure product line.
The Challenge
Our client aimed to understand the potential for launching an athleisure line and identify the key factors that would drive consumer interest and purchase behavior. The primary objectives were to:
- Assess consumer perceptions and preferences for athleisure apparel
- Determine the most appealing product features and price points
- Identify target demographics and their shopping behaviors
Our Strategic Approach
Concept Testing
Tested multiple athleisure concepts among diverse demographic groups to gauge appeal and relevance across different market segments.
- • 25-minute comprehensive online survey
- • Multiple concept variations testing
- • Cross-demographic analysis
Product Feature Analysis
Comprehensive evaluation of product features including fit, fabric, functionality, and price sensitivity across target segments.
- • Feature importance ranking
- • Price perception testing
- • Purchase behavior analysis
Target Audience Breakdown
Primary Segment
- • 450 men aged 25-54
- • Shop at mass or mid-tier retailers
- • Household income $25K+
- • Active apparel purchasers
Secondary Segment
- • 150 mothers of boys aged 6-12
- • Shop at mass retailers
- • Purchase criteria focused on durability
- • Value-conscious shoppers
Key Market Insights
The comprehensive concept testing revealed critical consumer preferences that shaped the entire product development strategy:
🏆 Consumer Preferences
Comfort, versatility, and style emerged as top priorities. Key features include relaxed fit, super soft materials, and stretch functionality.
💰 Price Perception
Proposed price points were perceived as reasonable or a bargain by the majority of respondents across both target segments.
🎯 Market Appeal
Strong resonance with both men and mothers of boys, indicating broad market potential and multiple demographic entry points.
Strategic Business Impact
Optimized Product Features
Focused development on most valued features like comfort and versatility, ensuring product-market fit and consumer satisfaction.
Refined Pricing Strategy
Set competitive price points perceived as offering excellent value, maximizing market penetration and profit margins.
Targeted Marketing Campaigns
Developed messaging that resonates with key demographics, enhancing brand appeal and driving sales conversion.
