PROJECT TITLE:

Work Wardrobe Insights: Capturing Female Professionals' Preferences and Perceptions of WHBM

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OVERVIEW:

White House Black Market (WHBM) is an American women's clothing retailer headquartered in Fort Myers, Florida. The multichannel brand, founded in 1985, specializes in upscale clothing and has a net income of $888 million. One Vision Productions provided professional videography services for focus groups and individual interviews conducted by REAL, an independent market research agency.

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GOALS:

The objective was to professionally capture through video and audio the exploration of the work attire of active and non-WHBM female customers and the key elements they seek in their professional wardrobes. Additionally, our goal was to gain insights into their perceptions of WHBM and identify effective strategies for attracting them through targeted advertising and design initiatives.

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PROCESS:

We collaborated closely with the WHBM executive team and REAL's research team to ensure our efforts were aligned with their vision and objectives. During the pre-production phase, we meticulously planned shoots to capture authentic conversations among female professionals regarding the impact of WHBM's clothing line. In the production phase, we conducted individual in-home interviews and organized group interviews among friends, utilizing professional lighting and audio recording equipment. Our editing team then synchronized the audio and visual elements, incorporating feedback from stakeholders to ensure that the final product met their expectations and standards.

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OUTCOMES:

Our commitment to timely and budget-conscious delivery resulted in impactful visual content for WHBM. OVP's high-quality videos provide valuable insights into the work attire preferences and wardrobe essentials of active and non-WHBM female customers, along with their perceptions of the brand. These insights drove targeted strategies, enhancing engagement and informing tailored advertising and innovative design initiatives. Ultimately, this project boosted brand attraction, fostered customer loyalty, and expanded market share within the professional women's clothing sector while contributing to a more appealing product line that meets the target audience's desires.