Champs Sports/
Foot Locker, Inc.
The retailer, known primarily for serving the male target, wanted to deeply explore the daily lives of females (teens/young adults).
Champs knew what females purchased, but didn’t know the emotions that fueled their daily lives, their worldview, and how they make decisions.
Marketing and Store Operations teams wanted to resonate better and connect with females.
objective.
In-home interviews, shopping diaries, time spent with friends, shop-alongs, on-the-street intercepts, in-store research, intercepts at concerts and live events, etc.
ethnography.
Champs Sports/
Foot Locker, Inc.
Rapidly expanding world, experiencing some self-doubt. High school was predictable but now thrust into a chaotic world with more freedom of choice. Increased competition post-high school leads to feelings of being unprepared.
Seeking support and solidarity as she navigates self-discovery. Seeks friends for the deepest level of emotional comfort, and buys clothes that provide physical comfort.
Standing out is no longer her goal. High school was about being seen, but she is now opposed to bringing unnecessary attention to herself. She wants to be taken more seriously/be age-appropriate, so she is looking for versatile apparel/kicks.
key insights.
Champs Sports/
Foot Locker, Inc.
A video was shown internally at headquarters and to all store managers.
Ethnography highlights allowed staff to see, feel, hear, and better understand the female customer.
A new strategy for website and social media content.
Helped shape Champs TV and #hertake content. Posts now feature lesser-known, up-and-coming influencers, performers, etc. Because she resonates less with those who have tens of millions of followers (and seem to have it all easily). She resonates more with those in the paying dues/grinding it stage.
Helped shape the evolution of Champs Sports Women's store-in-store concept. Merchandising, product assortment, and in-store design signage, design, and navigation.