Haggar

Haggar grows revenue by becoming more customer centric

Drives revenue growth—new pant line estimated to double previous best seller

De-risks decisions on go-to-market strategy and avoids negative brand repercussions

Wear testing improves customer satisfaction and accelerates innovation

overview

Haggar Clothing Co. is an innovative and growing menswear brand with a 90-year history. Based in Dallas, the company primarily sells men’s khakis, dress pants and suits in the United States, Canada, and Mexico. Haggar sells directly to consumers and through retail partners.

Fast Facts

Industry:

Retail

Role:

Marketers

Insights professionals

Product Managers

Executives

Use case:

Customer experience

Marketing effectiveness

Product innovation

Business Outcome:

Improve customer satisfaction

Accelerate innovation

Drive revenue growth

De-risk decisions

Download PDF

Business Challenge

Haggar Clothing Co., was facing pressure from the competition in its market space. To gain an edge, the company needed to become more customer centric. In the past, decisions were made on gut instinct. Market research and customer insights weren’t a focus. Although they would dip into industry information once a year, the data they received simply wasn’t detailed enough. A further attempt at customer segmentation proved to be too difficult to provide the business with agile insight. The company was looking at a sub-segment of the population that was hard to find and engage, so it made sense to invest in a repeatable customer engagement model for insight.

Solution

Haggar launched Haggar Advisors to get direct, agile access to a hard-to-reach audience who have consented to provide ongoing feedback. Having the rich profiles and longitudinal view of members enables comparisons of younger, more trend driven shoppers with Haggar’s core consumer. Feedback from the Advisors is also more thorough and well thought out than the responses the team receives from other sources.

The goal of launching Haggar Advisors was to allow everyone in the company to be as informed, enabled, and empowered as possible so that they could make the best decisions for the company. Haggar Advisors quickly became pervasive in its impact on the business.

They leverage their Advisors to iterate on go-to-market decisions and conduct wear testing of products. Haggar now has more decision-making confidence. New programs are validated by consumers which leads to improved satisfaction, accelerated innovation, increased revenue, and helps the company get buy-in from retail partners.

For the company’s new program coming out later this year, Haggar has received the largest initial order from its retail partners, more than exceeding the potential for the pant it is replacing. Haggar estimates the new pant line could double the revenue performance of their previous best seller.

Drives revenue growth—new pant line estimated to double previous best seller

De-risks decisions on go-to-market strategy and avoids negative brand repercussions

Wear testing improves customer satisfaction and accelerates innovation

Insight from Haggar Advisors gives us more confidence in our decisions. We have a tendency to lean on our personal preferences, but when faced with a difficult decision, I'd rather go with what 1000s of consumers think versus what I think is better. Even if we make a mistake, at least it's based on consumer feedback. Relying on the voice of our consumers is a trusted process.

-Davin Sanchez, Director of Consumer Insight and Analytics, Haggar

Vision Critical has been mission critical for Haggar Clothing Co., allowing us to have an ongoing and real-time dialogue with our consumers and quickly evolve our product offerings and positioning in the marketplace. Vision Critical has great employees and a top notch platform. Bottom line, Haggar is exceeding expectations of our retail partners and end consumers thanks to our partnership with Vision Critical!

-Paul M. Okimoto, Senior Vice President, Marketing, Haggar

Learn how other companies are using Vision Critical's customer insights platform

In an increasingly volatile retail climate, Crew Clothing made the transformation to a more ...

LEARN MORE

VIDEO

George Weston Food’s bakery business, the Tip Top company, is the leading bakery provider across ...

LEARN MORE

VIDEO

Barnes & Noble College booksellers serves over 6.5 million students and faculty members in 770 ...

LEARN MORE

Watch a demo of the Sparq platform

WATCH A DEMO