Mudd’s jeans, pants and skirts for juniors are designed to appeal to consumers who aren’t afraid of purple snakeskin belts, coffee-washed jeans or “butterfly floods.” Capturing – and keeping – consumers’ attention in this competitive segment of the apparel market means more than offering modern and edgy clothing. Mudd knows its entire brand image must reflect what its young, trend-setting customers want. That’s why Mudd turned to NPD for a brand study that went straight to consumers. Mudd’s Licensing/ Marketing Director, Kelly Payfer, recently shared her perspective on the value of NPD’s information and insight.

NPD: What have been the greatest benefits of using NPD market information?

Kelly Payfer: The custom study we commissioned provided us with a wealth of information we have been able to use in all areas of the company.

NPD: What kinds of business challenges has NPD’s information helped Mudd resolve?

Kelly Payfer: We commissioned the study to gauge Mudd’s perception among consumers in the junior market, so we could find ways to make sure the brand appeals to a wide audience.

NPD: How has your company used the study’s findings?

Kelly Payfer: Using the information from the study, we completely revamped Mudd’s logos and brand imagery. We also kept the study results in mind as we formulated new television and radio advertising campaigns. The Executive Summary NPD provided was very helpful in giving us an overview of the study’s results, and the in-depth look at the responses yielded information we were able to use in the design and licensing areas.

NPD: Can you provide a specific example of a challenge that NPD’s market information and insights helped Mudd address?

Kelly Payfer: We shared the NPD study results with the branding company we had hired to create new logos and brand imagery for Mudd. The study results directly contributed to refreshed logos and imagery that appeals to the wider audience we were seeking.

NPD: What would you say to other companies considering NPD’s market information services?

Kelly Payfer: I would say that NPD’s services are well worth the investment. NPD worked closely with us to design an effective custom survey that quickly yielded the information we were looking for. Beyond the study results, NPD’s fashion team has provided additional insights that have been very valuable.