With diverse responsibilities including brand management, wholesale business reporting, strategic planning and merchandising, Brand Manager Abby Calleo of Jimlar Corporation needs quick, convenient access to a range of reliable market insights. She recently spoke with us about the important role NPD market information plays in helping her assess the footwear marketplace and manage one of Jimlar’s premier brands.

NPD: In your role as brand manager for one of Jimlar’s key footwear brands, how do you use NPD market information?

Jimlar (Abby Calleo): One of the most important applications of NPD information is its usefulness in benchmarking our brands’ performance relative to total department stores, total bridge and within bridge – to our main competitors. The information has been very helpful to us in understanding where we fit in currently, and for establishing realistic "stretch" goals for where we’d like to be. The president and co-owner of our company recently told me that NPD information helps us understand "whether or not we are coloring within the lines." It also helps us identify where we may want to color outside the lines.

NPD: In what ways has NPD market information been valuable to Jimlar Corporation’s business decision-making?

Jimlar: It’s very important to our strategic planning, for example, when we sit down to establish three-year business plan goals. In merchandising, it’s used to determine appropriate merchandise penetration levels by category. Overall, Jimlar uses it to quantify market share and competitive rank within our grid.

NPD: Can you provide a specific example of a challenge that NPD Fashionworld insights helped you resolve?

Jimlar: Recently, we used NPD data to help determine the appropriate price point for our product within our grid. In addition, we employed it to review and compare our seasonal performance in spring 2003 against our competitors’ performance.

NPD: What would you say to other manufacturers and retailers considering NPD’s market information services?

Jimlar: We depend on NPD to deliver powerful information on a timely basis. The NPD account management team that assists us is very helpful in "connecting the dots" so we clearly understand key points in the data. We use NPD market information for a variety of business needs consider it important to our benchmarking and business planning.