This installment of “My Favorites” contributed by
Nancy Van Patten, Director, Footwear & Sports Apparel

Johnston & Murphy, maker of classic, craftsman-quality men’s shoes, looks to NPD information to bolster its business decisions. This division of Genesco, Inc. has been in the footwear business since 1850. What kind of marketplace information helps a century-old company stay innovative, modern and competitive?

NPD Fashionworld’s Nancy Van Patten spoke with her client, Johnston & Murphy Vice President of Marketing, Jason Dasal, to find out which NPD report he considers his favorite.

• Which NPD report is your favorite? NPD helped us set up our Seasonal Competitive Review Report in “My Favorites” within npdfashionworld.com's Solution Folders.

• What information does this report present? The Seasonal Competitive Review Report consists of multiple reports including both POS and consumer footwear information. At Johnston & Murphy, we use the report's consumer information, which helps us consider important distribution issues by showing segments that are performing better and channels that are important for our products. The consumer demographics included in the report supplement our own research to show differences between our brands and those of our competitive set. This gives us a better understanding of our marketplace position, and validates the primary research Johnston & Murphy conducts on its own.

• How is your favorite report useful in solving business issues? We use the Seasonal Competitive Review Report and NPD POS data each season as we begin our product development process to help us understand trends in the marketplace. The data helps us to determine where we should invest our time and effort on product development for the upcoming season.
  

To find out how this report and others from NPD can be applied to your toughest business questions, contact your NPD account representative or e-mail us to let us know you’d like to learn more.