We helped TJX determine the key items Muslim women are looking for when buying clothing each season.

Challenge

TJX was looking to represent their merchandise offering of modest apparel to Muslim women throughout the season.

Approach

A four-fold study was conducted to uncover insights at awareness-level, usage-level, information-level and understanding-level.

Insight

The research study provided an outlook around consumer attitude, brand perception and gaps in product offering.

Impact

Our in-depth study enabled the client to know their consumer profiles, consumer benefit expectations, consumer preference for online vs instore shopping and communication opportunities.