We explored how consumers in Hong Kong and mainland China see their bodies, and the role jeans play.
4 consumer focus groups1 sales staff group
The challenge
With Gen Z shaped by K-pop and social media, Lee needed fresh insight on body ideals, shopping journeys and winning styles.
Our approach
Groups with different levels of loyalty and different body types evaluated textures, cuts, shading and contouring of prototype jeans, plus merchandising and communication concepts.
The result
New products tailored to Hong Kong and mainland China, and a better try-on experience. Lee added market testing and redesign before mass production, cutting waste.
