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A supermarket clothing brand

Path to purchase research

supermarket clothes label

Identifying the impact of sustainability labels in clothing.

Our client, a supermarket clothing brand, wanted to understand how to best communicate their sustainability initiatives to their customers through their labels and packaging.

The Challenge

Our client’s range is part of a number of certified sustainability conscious scheme. The challenge was to better communicate about it and leverage it to influence consideration and purchase of the range.

Research was required to understand the role of product labels and packaging on consumers brand perceptions and decision making. This included the need to explore potential other avenues for communicating their sustainability credentials to customers, in order to inform future communication strategy.

Our approach

To address the full range of objectives, we conducted a staged research approach, utilising a mix of methods:

  • Focus Groups: to capture exploratory and contextual understanding of purchase decisions to guide the wider research programme.
  • Online survey: to robustly quantify the qualitative findings, and further explore sub-group/segment differences.
  • In-store Eye tracking: to explore the impact and takeout of labels in situ, in store.

The outcome

The results were three-fold.

  • Future strategy: the research was used to inform the clients sustainability strategy and showed the relative importance of sustainability and other aspects of clothes shopping.
  • Messaging and comms: we identified areas on the labels that would benefit from clearer and more confident messaging, as well as providing recommendations as to where more education and wider comms was required.
  • Tools to implement: we provided feedback on the size of the label, and how / where it should be attached to the clothing.

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