Consumers Liked the Idea of a Major Food and Drug Brand

During the focus groups, many women said that their experience with supermarket hosiery purchases had been that theyd had problems with fit or had not been able to get the color they wanted. Most said that they would like to have a supermarket hosiery brand that they could believe in, as they do with so many other things they buy in these stores. They would even like to hear advertising for a brand of hosiery that was available everywhere, that fit well, and that was premium quality but did not cost too much. They felt that no brand existed that filled that bill.

Thus, the research indicated that women wanted a supermarket brand that would eliminate the confusion and lack of confidence that they felt concerning the current wide variety of hosiery offerings in these outlets. They especially liked the convenience of being able to buy such a brand in supermarkets.

The consumer research also identified fit as the most important need in the marketplace for pantyhose. Women wanted pantyhose that fit well. A good fit that would last for the life of the hosiery was the standard that most of the focus group respondents indicated for their hosiery. However annoying a run may be, hosiery that never looks or feels right was considered even more of a problem.