Fur coats and outerwear: production with a retail network

Last year, the research agency BCGroup conducted a study for a manufacturer of fur coats and outerwear.

The purpose of the study was to approve the slogan for the upcoming advertising campaign.

The following tasks were set for the study:

• evaluate the compliance of the advertising campaign slogan;
• determine the share of fur coat buyers who agree with the slogan (a statement about the fur coat manufacturer using the word “best”);
• determine the share of the manufacturer’s competitors who agree with the slogan.

An online survey was used as a data collection method. The survey included women who purchased a fur coat or outerwear from the manufacturer in the last 3 months, as well as the manufacturer’s competitors.

For privacy reasons, we cannot provide specific brands and numbers.