RIDERS

“Who is the

shopper

and who is

along for

the ride”

“I hate shopping!

I only shop when I

need something

and I go where I

know I will find it”

THE STUDY PARAMETERS

THE STORESField notes:

ZARA

Thought…

H&M

TOPSHOP

TRISTAN

BANANA REPUBLIC

NOTE

MEN’S

FASHION

I was never once encouraged,

offered or suggested to visit or

acknowledge the men’s area!

ZARA

“I’m sorry we don’t allow men in the women’s change area for privacy reasons, maybe you would like to visit our men’s area upstairs while you are waiting?”

H&M

TOPSHOP

TRISTAN

In Tristan, in that large comfortable chair could there not have been a coffee table book of men’s fashion, the latest GQ?

BANANA REPUBLIC

A QUESTION

KEY INSIGHT

SUMMARY

Activating the rider male in the sales conversation is missed opportunity for retailers. Giving this rider a small amount of attention could totally change things for the category.

HOW

HOW

HOW

HOW

THANK YOU