A Collaborative Approach to Optimizing Retail Concept & Product Fit
The Opportunity
A leading global outdoor apparel brand was preparing to launch an updated bottoms assortment alongside a new in-store display concept. Leadership needed to know which products would attract attention, how they fit in motion, and what the retail experience should communicate — “and how that differed by country.”
Our Approach
Vital Findings used Spark Sessions, consumer co-creation workshops, built around a mock retail setup with product signage, letting participants “shop” the assortment as they would in-store. Static and active fit tests, including lunges and stair climbs, evaluated seams, comfort, and temperature regulation on the body, not the hanger.
Our Impact
Live observation surfaced a gap between what participants said and what their bodies revealed once they moved — category language that failed to communicate value, and features only apparent in motion. Findings directly shaped decisions on assortment, colors, fit, signage, and positioning, letting the team correct the retail presentation before it ever reached shoppers.