Customer Insights, Smarter Product Development
Executive Lead, Product Strategy & Customer Insights · VP, Marketing & Creative Director, Peerless Clothing
Objective
Establish a customer-informed product development strategy at Peerless Clothing to improve product-market fit, reduce development risk, and align new product launches with evolving consumer behavior and market demand. During Covid-19, the objective expanded to identifying how changing consumer priorities—particularly convenience, comfort, and washability—could influence product positioning, perceived value, and pricing strategy.
Actions
Spearheaded customer insight testing and predictive analytics initiatives for global brands including Calvin Klein, Tommy Hilfiger, Ralph Lauren, and Van Heusen. Partnered with an in-house graphic designer to develop comparative product testing frameworks evaluating fit, performance features, color, washability, and customer perception pre- and post-Covid-19. Led customer testing initiatives using qualified apparel purchasers to measure Average Value Score, Average Model Price, and consumer sentiment before production and commercialization decisions were finalized.
Results
Identified a significant increase in perceived value for machine washable apparel during Covid-19, with washable suit claims generating a $14.50 higher Average Model Price versus traditional dry-clean-only positioning. Helped guide future product development, positioning, and assortment strategy using customer intelligence and predictive insight. Supported the development and production of products with stronger customer sentiment, higher perceived value, and improved alignment with evolving consumer priorities.