{"id":929,"date":"2025-05-18T13:15:21","date_gmt":"2025-05-18T11:15:21","guid":{"rendered":"https:\/\/humes.pl\/case-studies\/childrens-clothing-market-brand-image-and-consumer-behavior-research\/"},"modified":"2025-05-30T13:21:38","modified_gmt":"2025-05-30T11:21:38","slug":"childrens-clothing-market-brand-image-and-consumer-behavior-research","status":"publish","type":"case_study","link":"https:\/\/humes.pl\/en\/case-studies\/childrens-clothing-market-brand-image-and-consumer-behavior-research\/","title":{"rendered":"Children\u2019s Clothing Market: Brand Image and Consumer Behavior Research"},"content":{"rendered":"\n
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Case studies<\/p>\n\n\n\n

Children\u2019s Clothing Market: Brand Image and Consumer Behavior Research<\/h1>\n\n\n\n

A children\u2019s clothing manufacturer at the border of the premium segment approached Hume\u2019s with a request to examine the brand\u2019s condition and image, and to provide insights into both its own customers and the customers of its competitors.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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PROJECT DETAILS<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Project Research<\/p>\n\n\n\n

Research was conducted among people purchasing children\u2019s clothing using the CAWI method (Computer Assisted Web Interview). To ensure a sufficient number of brand customers, a booster sample was used. Analyses were carried out with consideration of the client\u2019s most important segmentation criteria. <\/p>\n<\/div>\n\n\n\n

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Qualitative research<\/p>\n\n\n\n

Qualitative research was conducted among two groups: brand clients and competitor clients.<\/strong> Both individual in-depth interviews (IDI) and focused group interviews (FGI) were used.<\/p>\n\n\n\n

The qualitative stage<\/strong> focused on soft aspects such as: consumer needs and motivations, brand associations \u2014 evoked imagery and emotions, and consumer relationships with the brand. It also aimed to deepen insights into consumers identified in the quantitative stage. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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PROJECT RESULTS<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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The use of complementary methodologies enabled the development of a comprehensive and reliable knowledge base<\/strong> about the brand, its customers, and potential customers.<\/h3>\n<\/div>\n\n\n\n
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Effect<\/p>\n\n\n\n

The first stage provided hard data, which was further deepened and reflected upon during the second stage. The outcome of the project was two reports: <\/p>\n\n\n\n