The Big Favorite is an American workwear brand founded on principles of quality and durability. Now relaunched by the founder’s great-granddaughter, the values have remained the same, but with a primary focus on transparency and sustainability – producing clothes entirely made of recycled fabric salvaged from the nearly 5000 tonnes of undergarment textile waste thrown away in the US on a daily basis.
Goals
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Identify present customer needs and any existing challenges.​
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Profile The Big Favorite customers and their defining characteristics.​
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Explore how individuals discover The Big Favorite and which other brands they patronize.​
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Transition from a circular model to offering sustainable, high-quality items. Aim for a plastic-free environment for personal use. Assess interest in the health impacts of plastics on the body.​
A research study was conducted with clients of The Big Favorite through direct email marketing, targeting current customers. This approach was chosen because earlier research on Instagram followers showed that not all followers were actual customers. To encourage participation, each respondent received a discount code. The research aimed to gather insights directly from the customer base to better understand their preferences and behaviors.
Main Insights
Interviews
The research conducted with The Big Favorite's customers through direct email marketing revealed key insights around the following topics:
1. Customer needs and existing challenges
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The research revealed that The Big Favorite customers prioritize comfortable, high-quality, and safe undergarments that require little thought. Most respondents buy undergarments every six months to a year, with over 50% motivated by discounts. They value comfort, fit, and the freshness of replacing worn-out clothing. 72.5% prefer purchasing online, while only 18% are concerned about color options. Additionally, many customers expressed a preference for undyed products.
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2. Customer profiles
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The Big Favorite customers, while generally younger, believe the products are worth the price for their quality and durability. These customers are comfortable, thoughtful, and lead busy lives. Many juggle multiple roles, such as being both moms and designers, or athletes and readers, highlighting the diverse lifestyles the brand caters to.
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3. Customer Buying Habits
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While respondents often purchase from brands like Patagonia, they tend to default to Aerie and Target for undergarments and basics. Aerie leads in this category, with Patagonia as a runner-up for general purchases. Respondents are satisfied with The Big Favorite's website, and about half follow the brand on Instagram.
4. Sustainability Awareness
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Respondents prioritize quality and sustainability in their products, with material quality being the most important factor. Plastic-free materials are also highly valued, with 88% avoiding synthetic fabrics. While health and safety concerns are considered, they are secondary to the demand for high-quality, sustainable products, but still influence purchase decisions.
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