This is the report of a market survey undertaken to understand suit wearing trends undertaken by Brookss Brothers, a popular cloth shop. The survey was administered to 50 people of which 46 were found to be valid. The other four were discarded. In the given population, 48% owned a suit, while others 52% did not own one. 23% of these respondents indicated that they never wear a suit, while 48% rarely wore a suit. 25% wore a suit occasionally and about 5% wore them often, indicating that in the given population, suit does not seem to be a greatly popular dress. To the next question, it indicated that 5% wore suits on a daily basis, 76% wore suits definitely for interviews, 17% for night-outs, 64% for presentations, 40% for weddings, 38% for work. This question indicates that suit was the most popular and preferred attire for interviews, followed by preferred clothing for making presentations. Weddings and work came a close third at 40%. The analysis of the first three questions above indicate that a suit is not really a daily wear element, while it was a preferred way of presenting oneself in formal events.
On asking the respondents to name up to four brands of their favourite suit brands, only 38 responded of which 10 people said that they do not know any brands, three named Brooks Brothers, while all other brands seem to be addressed and recollected randomly. There is not specific top of mind recall brand and there is also no specific trend. On asking which they would prefer, if they would buy a new suit, only 34 preferred to respond and out of the response, it was clear that Calvin Klein was the one that came out on the top with 6 respondents indicating Calvin Klein. Some said they would not know and there was one person who even said that he would prefer buying the one that would fits him best.
On affordability, a whopping 82% indicated that they would prefer to shell out less than $500 for making that purchase, and while making a decision on a suit purchase, very few indicated that brand matters. Of the valid 31 responses, 28 of them (approximately 90%) indicated that comfort and style would be the decisive factors while 80% indicated that price would be a key factor, 70% indicated quality, and surprisingly only 20% indicated brand to be a deciding factor. On another question, 66 % indicated material and 80% indicated style and a similar 80% indicated price to be an influencing factor. 79% of the respondents indicated that they did not shop at Brooks Brothers, and only 21% indicated that they shopped at Brooks Brothers.
About 40% of the respondents did not know about Brooks Brothers at all, while others saw it either from outdoor media or from word-of-mouth, thus indicating that word-of-mouth is very strongly in favour of Brooks Brothers. 71% of the respondents did not know that Brooks Brothers offered a women’s line as well, and on further probing if they would go to Brooks Brothers to shop for women’s clothing, just 11% indicated a possibility. Demographic profiling – 77% Asian/Hispanics, age – 90% of the respondents were in their 30s, 88% were educated to different extents.
