IDENTIFY NEW OPPORTUNITIES  Travel and Business Attire

How can we create high-performance travel clothing and luggage to fit the new business dress code?

We helped our client, a DTC start-up in the travel wear space, understand shifting attitudes, behaviours, and emotions in a rapidly changing business travel landscape.

We have been able to discover who their core clients will be, what the fundemental business travel needs and frustrations are, as well as the anticipated changes in travel planning, packing and emerging routines.

CHALLENGE

Our client needed to understand the needs, drivers, routines, and frustrations of business travellers to inform their business travel attire and luggage product range, as well as to provide insights into their brand platform, marketing plan and communications. The goals were to define the core and secondary customer segment profiles, identify the biggest travel problems to be solved, and set design parameters of new dress codes in which their business travel wear must fit.

APPROACH

Having initially settled on travel diaries, follow-arounds, and in-person interviews in the primary market, we quickly adapted to the changing landscape as Covid-19 made travel impossible.

Since real-time travel and in-person interaction was not possible, we substituted these with recreations of typical business packing, and in-depth remote interviews to understand packing routines, business travel journeys and business attire attitudes and preferences.

IMPACT

Our client is now applying our insights and guiding principles as the foundation as they build their brand strategy and in the design of the MVP product range. In our next phase of work, we will validate initial product and brand concepts, prioritise elements of the product range, and conduct co-creation activities in additional markets to refine the customer segmentation, and to understand how profiles compare across regions.