BYU Advertising Research1

TABLE OF CONTENTS
DATABASE FINDINGS
Fashion
Sun Protection & Skin Care
Consumer Purchasing Behavior
Competition

6
9
12
14

INTERVIEW & FOCUS GROUP FINDINGS

The People
The Product
Professional Opinion

18
21
22

SURVEY FINDINGS
Sun Behavior
UV Ray Knowledge & Awareness
Sun Attention, Beliefs, and Attitudes
Purchasing Behavior
Specifics
Factors

28
30
31
33
35
38

IMPLICATIONS

45

APPENDIX

47

DATABASE FINDINGS
THE SECONDARY RESEARCH TEAM

For our research, we were tasked with looking at

market trends for all areas pertinent to Sol La La.
We dove deep into some of the reputable market
research databases available at BYU. The main database we explored was Mintel market reports. Mintel
does in-depth reports covering market size, forecast,
competitors, innovators, brand qualities, advertising, and consumer behavior. We also conducted indepth research on Simmons OneView, a database
that provides consumer survey data broken down by
demographics, media consumption, and lifestyle indicators. In addition, we used NUVI, a social media
tracking software that provides real-time insights from
the ocean of social media conversations. Although
NUVI played a limited role given that Sol La La is a
start up company, we attempted to search out and
examine online conversations regarding sun protection products, especially those related to competitors
in the market. After compiling this secondary data,
we narrowed our report to four main themes, with
additional sub-headings. The themes are as follows:
fashion and clothing, sun protection and skin care,
consumer purchasing behaviors, and competition.

FASHION
First, we looked at market trends in fashion and clothing.
We looked at this subject through the following lenses: fit
and style, income, clothing type, and color.
FIT & STYLE
We found first and foremost that there is a macro trend toward comfort and casualization that is
currently driving the apparel market. Over half of
women surveyed agree that comfort is more important than being in style, with percentages rising
to two thirds among women 55+. In another study
we found that age also plays a part in comfort over
style: 21% women 18-24 and 16% of women 2534 say its important to them to wear the latest styles
and fashion trends vs. 12% total women (American Lifestyles 2015:The Connected consumer, Mintel
Reports). Thus, this Macro Trend concludes that
women in general want comfort over style, an important trend for Sol La La given consumers very
positive response to the comfort of the Sol La La
product. The chart below highlights this trend in
comfort, revealing a progression in interest of the
older the consumer. Also noteworthy is the trend
showing that the older the consumer, the more
value they place on quality over price, indicating a
willingness to pay extra if quality is assured. Finally,
this study indicates that very few consumers across
all age groups are interested in well-known brand
names or designer labels, indicating instead a willingness to place new brands into their consideration
set.
INCOME LEVELS
Next, we were interested in how income levels influence womens fashion and style choices. We found
that women with higher income want clothing that
includes more benefits than the average garment.

Lower income levels look for durable and cross

functional fashion whereas Consumers with the
highest levels of household income ($100K+) are
the most likely to invest in premium clothing that
is durable and has technological features such as
temperature control. This group in general is also
concerned with being fashionable and looking
good (Mintel 2014, Fitness Clothing). Weve
concluded that women with the highest income
levels and a good amount of financial security are
most willing to pay a premium for clothing with
technological advances like sun-protection and
moisture wicking.

There is a macro trend toward comfort and casualization that is

currently driving the apparel market.

TYPE OF CLOTHING
We decided to look at what type of clothing women in the market are wearing. We
discovered that Activewear is a clear driver across all consumer segments in apparel (A More Casual, Active Lifestyle Drives
Fashion Sales Growth in 2014, Mintel).
Women are drawn to its comfort and
versatility, and the fact that it still makes a
fashion statement. Activewear, by nature,
also evokes a sense of athleticism and
wellbeing (Activewear Growth Sets Pace
for Overall Apparel Market, Mintel 2014).

rics, we learned that awareness of UV

protection benefits is at 41%, and interest
is at 24%. Awareness of smart fabrics is
stronger among women and older age segments. Workout clothing/activewear with
smart fabric benefits was most wanted by
consumers 18-34, jeans and underwear by
age 45+. All consumers are interested in
cotton with smart fabric benefits. (Apparel Industry has Opportunity to Boost
Awareness of Smart Fabrics Reports,
Mintel 2015).

In examining awareness of smart fab-

All consumers are interested in a cotton with smart fabric benefits.

COLOR
We also looked at the color trends of
the past year and the upcoming year to
see what colors consumers wanted to
wear. We found that in 2015, darker
colors were more in style, whereas in
2016, more vivid and bright colors are
deemed to be more in style. The Pantone colors for the year 2016 are Rose
Quartz and Serenity. These colors are
similar to the current colors of the Sol
La La fabric.
Overall, women want comfort above style;
they want their clothes to be cross-functional so they can wear it in many different
venues and activities, hence the trend toward athleisure and active wear. Women
with the highest income levels are most
willing to pay a premium to have technological features in their fashion. And the to-

Pantones 2016 Colors of the year:

Rose Quartz and Serenity
tal awareness of UV protection in smart
fabrics is relatively high, while the total interest is somewhat lower. While interest for
UV Protection was among the lowest in this
data, 24% may represent a sizable group
of potential buyers. Finally, color predictions point to rose quartz and serenity as
trending for 2016. However, as our prima-

SUN PROTECTION & SKIN CARE

Moving from fashion and clothing, we turn now to another area relevant to Sol La La: market attitudes, behaviors,
and trends related to sun protection and skin care. As noted in the chart below, 30% of Americans are concerned
about skin cancer. (Sun Protection and Sunless Tanners,
Nov 2014) However, as will be shown in this section, behind that percentage are a number of factors relevant to
the marketing of Sol La La that related to sun protection
among consumers.

ANTI-AGING VS. SUN PROTECTION

We learned that many of the marketing information and techniques used by traditional skin
care and sun protection products can be applied
to Sol La La. The most interesting trend that
we found is that women are willing to spend
on facial skin care products that address signs
of aging, but willing to save on functional purchases such as sun protection. (American Lifestyles 2015: The Connected Consumer). In other
words, anti-aging benefits appear to trump
appeals to sun protection. A study done by the
Colorado Cancer Center found that consumers
were more likely to wear sunscreen because of
their concerns about skin aging, not because
they are worried about contracting skin cancer
(Suncare November 2014, Mintel Reports). In
the personal care market aging ranks as the
top appearance related concern, skewed toward
women 35+ and higher-income consumers.
(Personal Care Consumer, Oct 2014). As will be
covered later, this very age group of 35+ will
prove a key target audience for Sol La La. In
sum, this research has implications for Sol La
Las marketing strategy, underscoring the benefits of positioning the product as anti-aging
through sun protection.

health concerns of consumers

in percentages

MULTIFUNCTIONALITY
As noted in the fashion and clothing section, product multifunctionality can provide a marketing advantage for products. Thus, Sol La La might consider coupling anti-aging with sun protection. The
line between SUN care and SKIN care is getting
increasingly blurred. People tend to choose to buy
a product that will be multi-functional, or provide
both sun care and skin care (Suncare November
2014, Mintel Reports).

Sol La La has an opportunity

to grab the market by offering a fashion accessory with
anti-aging and sun protective
benefits.

leisure time, during which they may pursue outdoor

activities such as gardening, playing sports, or walking; they may travel more frequently to high-altitude or low-latitude vacation destinations in which
UV-R exposure is greater; or they may actively participate in natural and/or artificial tanning practices (Personal Care Consumer, Oct 2014). Because
of this different lifestyle we found that women in
the highest socioeconomic status (SES) and highest UV radiation exposure were 80% more likely to
be diagnosed with Melanoma. Those studied were
non-hispanic white women from 18-39 age.

But let us not forget that Baby Boomers are driving the skincare industry because they are worried
about their skin and aging effects, primarily using
anti-aging creams and other such products (Marketing Health to Women, Aug 2015). But this concern extends down to the 35+ age group, a potential
target market that is most concerned with appearThus, marketers enjoy a competitive advantage ance and whose top ranked concern is aging. Prodwhen they focus on added benefits apart from sun ucts offering fashion, sun protection, and anti-agprotection. Sol La La has an opportunity to grab the ing may find great appeal among a sizeable range
market by offering a fashion accessory with anti-ag- of ages.
ing and sun protective benefits.
INCOME, AGE, AND ETHNICITY

Something interesting to note is that Black women express below-average concern for skin cancer,
although blacks are more susceptible to acral lentiginous melanoma, translating into below-average use
of sun protection. Contrarily, Black consumers are
below-average users of sun protection and tanning
products, driven by the perceived lack of necessity
as well as limited ethnic-specific product options
(Sun Protection and Sunless Tanners, Nov 2014). This
information is important to remember as we get
deeper into our research and survey results.

As with fashion and clothing, we found that income

has a similar effect on skin care and sun protection.
There is a wealth disparity among beauty and personal care consumers (American Lifestyles 2015:
The Connected Consumer). There is a below-average
use of sun protection by lower income households
and black consumers (Sun Protection and Sunless
Tanners, Nov 2014). And women and higher-income consumers are also significantly heavier users
of anti-aging skin care products (Personal Care ConIt is also important to note that Hispanics are
sumer, Oct 2014).
heavy users of most sun protection and tanning
One of the reasons women with higher income lev- products, though their high use of tanning prodels are more interested in skincare and UV protec- ucts is notable. Targeted efforts such as new points
tion is that they have been reported to have more of distribution and reapplication reminders may be

10

about their skin and aging effects, primarily using

anti-aging creams and other such products (Marketing Health to Women, Aug 2015). But this
concern extends down to the 35+ age group, a potential target market that is most concerned with
appearance and whose top ranked concern is aging. Products offering fashion, sun protection, and
anti-aging may find great appeal among a sizeable
range of ages.
Something interesting to note is that Black women express below-average concern for skin cancer,
although blacks are more susceptible to acral lentiginous melanoma, translating into below-average

use of sun protection. Contrarily, Black consumers are below-average users of sun protection and
tanning products, driven by the perceived lack of
necessity as well as limited ethnic-specific product
options (Sun Protection and Sunless Tanners, Nov
2014). This information is important to remember
as we get deeper into our research and survey results.

Products offering fashion, sun

protection, and anti-aging may
find great appeal among a
sizeable range of ages.
It is also important to note that Hispanics are
heavy users of most sun protection and tanning
products, though their high use of tanning products is notable. Targeted efforts such as new points
of distribution and reapplication reminders may be
particularly beneficial when trying to reach Hispanics (Sun Protection and Sunless Tanners, Nov 2014).
The reason this is of particular interest is a surprising
finding discussed later regarding Hispanic interest
in Sol La La products. While not fully understood
why this particular high interest in sun protection
among Hispanics, a recent article in Social Forces
(Hochschild, 2007) entitled The Skin Color Paradox and the American Racial Order, notes that
Americans both within and outside a given racial
or ethnic group attribute more favorable traits to
lighter-skinned members of that group, believe that
others see light skin as more attractive than dark skin
(this view is more likely to be held by women than
by men), and would prefer to have lighter skin and
more Eurocentric features themselves.

11

CONSUMER PURCHASING BEHAVIORS

Our research team also explored trends in purchasing behaviors that might have some implications for Sol La La.
Issues surrounding shopping and purchasing behaviors
were examined.
will be discussed later) are beginning to shop online
and are becoming increasingly tech-savvy (Emarketer:
Retail and Online. We decided to look at where Luxury Consumers Embrace Digital, 2013).
women are shopping for clothing. Weve found that
women like to purchase clothing in-store because of Other trends in the market of retail clothing is that
their concern about comfort and fit which has been women 35-54 are significantly more likely to be endiscussed previously. Women desire to see and try ticed by a sale, especially one offering gifts with the
on clothes (Womens Clothing, Mintel 2015). The in- purchase (Beauty Retailing, Jan 2015). This can been
teresting thing is that Before purchasing clothing in seen profoundly in boutique marketing promotions
store, women consult fashion blogs and friends on so- on social media platforms. Additionally we have found
cial media. If women are familiar with a product from that women are significantly more likely to purchase
seeing it online, they are more likely to purchase it in fashion accessories when those accessories are placed
store. 71% of women are shopping even when they next to popular brands in the retail store layout
dont think that they are (Mintel Reports- Womens (Beauty Retailing, Mintel 2014). It is imperative that
Clothing). Online shopping is still a major factor in those accessories complement various types of styles.
clothing sales, and women are influenced by reviews,
social media offers, and recommendations from trust- We understand that Sol La La is an adult product, we
ed advisors like beauty bloggers, friends, and family wanted to merely mention sun protection is a salient
(Beauty Retailing, Jan 2015).
concern for parents when shopping for their children.
A third of parents only worry about sun protection
Online shouldnt be overlooked especially because in the warm/summer months, suggesting that brands
women are growing increasingly more comfortable can do more to encourage parents to think about sun
shopping online. American luxury consumers are protection throughout the rest of the year. Almost two
especially comfortable with e-commerce. Americans in five parents take sun protection more seriously both
fill 60% of worldwide online sales. . . [and] luxury for themselves and for their children since having kids
consumers are still spending the majority of money (38%). Whether or not this would constitute a viable
in-store, but devote increasingly more time online niche is difficult to determine, but Sol La La might
researching products and buying (Emarketer Luxury consider how their product can give parents a way to
Consumers Embrace Digital, 2013). The good news protect their children and themselves from UV rays
for Sol La La is that women in our target market (as without having to reapply sunscreen constantly.
SHOPPING FOR PRODUCTS

12

in brands that can provide them with instant gratification (Gap Virgins, Mintel 2015). This is a beneWe have looked into the most effective ways that Sol fit that Sol La La can provide because of the instant
La La can reach the consumer. This has been talked protection from the sun. One of the negative trends
about briefly in the section on online shopping but in the sun protection industry is that sun protection
it is of utmost importance and deserves a more in- sales are slowing, the big issue is seasonal usage (Sun
depth look. The biggest thing that we have found is Protection and Sunless Tanners, Nov 2014). By targetthat word-of-mouth is a very powerful motivator ing tourists in sunny locations, Sol La La can avoid
(Beauty Retailing, Jan 2015). We have learned that this seasonal trend. But the versatility of the product
word of mouth is spread through the use of beauty and its multi-functionality will also help sales in places
blogs and product reviews which are highly read where the sun doesnt always shine.
and valued among heavy beauty shoppers (Beauty Retailing, Jan 2015). Some of these popular blogs are: In this section we have covered consumers purchasing
Beauty is Boring, La La Mer, Cult of Pretty, and Miss behaviors specific to brands, where they do their shopMaven (Beauty Retailing, Jan 2015). Interestingly, ping, and how Sol La La can most effectively reach the
53% of women ages 18-54 say they access a blog daily consumer. Weve concluded that the brand needs to
(Cupcakes and Cashmere, Mintel 2015). And shoppers be approachable, relatable, and trusted. It has to have
(18-34) are more likely to be influenced by samples a strong presence online in order to eventually close
and recommendations from trusted advisors, and en- the sale in-store. Most women will be shopping ongagement with brands through social media (Beauty line before ever coming into the store to purchase--it
Retailing, Jan 2015).
is the first point-of-contact. Having a strong presence
online is the best way to reach the women of the target
This is an opportunity for Sol La La to get into the so- market. Women are on social media and trust their facial media-beauty products world. Sol La La can reach vorite blogs and fashion personalities with fashion and
its target market extremely effectively by using social beauty recommendations. This is the best way to build
media as much as possible because, women are 53% trust in the brand and eventually bring women to the
of social media users, ages 35-64 are 52% of total so- checkout line. Vacationers bring a different market
cial media users.
that Sol La La can target because of their inclination
to shop and their need for instant gratification which
Another way to reach the consumer is by targeting the can be achieved by the instant sun protection that Sol
tourist market. Often, when people are on vacation, La Las products provide.
they are interested in shopping. People are interested
HOW TO REACH THE CONSUMER

13

COMPETITION
Finally, we researched Sol La Las competitors. This section
takes a brief look at both indirect and direct competition.

The Sunscreen and sunless tanner market is large, but its growth is slowing.

Indirect Competition. The Sunscreen and sunless

tanner market is large, but its growth is slowing. Mintel reports that the category is starting to struggle,
with sales declining by nearly 3% in 2013, with only
a modest improvement expected for 2014. In the
same study 24% of females were concerned about the
safety of ingredients used in suncare products. This
product category may be well established, but current
trends show that it is far from invincible.
Direct Competition. Companies like Coolibar, Summerskin, UVskinz, SPF Addict, Mott50, Solumbra,
and Cabanalife all specialize in UPF-rated, fashion
forward apparel and accessories. One of Summerskins slogans, Sun Protection Meets Style, and Cabanalifes Trends With Benefits illustrate the function-meets-fashion marketing strategy adopted by
these brands.

14

Coolibars growth Coolibar is one of the biggest

players in this market category, and there is a lot we
can learn from their business model. Their revenue
jumped from 6.25 mil in 2009 to 18.27 mil in 2013
(Privco). This upward trend suggests that the market
is viable and growing.
1) website - One way Sol La La can learn from Coolibar, is by studying their website. Coolibar mentions
their UPF rating at the top of the page and the rest
of the page features the newest styles. They include
a link to information about UPF rating in depth at
the bottom of the home page, but they do not make
education the centerpiece of their website. Copying
this balance could help Sol La La compete as a fashion
brand with function and not the other way around.
Our quantitative research will support this insight.

2) health presence - Despite a strong focus on fashion, Coolibar focuses on the health benefits where it
counts. Coolibar is the first company to receive recognition for its sun protection clothing products from
the American Academy of Dermatology, The International Melanoma Foundation, and The Skin Cancer
Foundation. Coolibar develops strong relationships
with health professionals by attending The American Association of Dermatology Conference. It gives
them a chance to showcase their products to doctors
who would potentially recommend them to their patients. At the conference they give these doctors large
discounts. Attending venues that promote skin care
will be an important step moving forward, as will be
discussed in an interview we had with a dermatologist.

3) social media - Coolibar is also making headway

with their social media presence. We tracked Coolibar on all social media platforms using a social media
monitoring system called NUVI. We found that most
posts about Coolibar concerned vacations or trips to
the beach. Their highest twitter mentions came from
Coach Kristie (@KristieCranford). Coolibar hired her
as a brand ambassador. Her description on twitter
says, Ultra Runner. Cancer Survivor. Hockey Mom.
Co-Founder/Coach
forhttp://krendurance.com.
Coolibar/Raw Elements Ambassador. IRC#41 On
December 4th she tagged Coolibar in a tweet to cancer survivor Darin Armstrong, and Darin Armstrong
retweeted her. Following Coolibars lead online will
include a social media presence and using bloggers as
brand ambassadors.

15

INTERVIEW &
FOCUS GROUP FINDINGS
THE QUALITATIVE RESEARCH TEAM

16

Drawing from insights gathered in the secondary research and

after referencing the research objectives, we constructed interview and focus group guides (see appx.). We conducted a series
of personal interviews of women between the ages of 20 and 60.
In addition to the personal interviews, we conducted four focus
groups. Finally, the research team interviewed a dermatologist to
gain additional perspective in terms of sun protection products.
Personal Interviews. We conducted a total of 41 interviews with
consumers. They were shown pictures of the products on models, but there may have been a bias due to the fact that the models in the photo were young women in their early to mid 20s. They
were not able to physically handle the products, and most of the
interviewees were caucasian and from Utah (there were a number
of interviewees from other states, countries, and of other ethnicities). However, despite the limitations of this portion of our research, we were able to gather key insights and identify emerging
trends that were consistent with the quantitative and secondary
research we conducted of a diverse, national market.
Focus Groups. Four focus groups were conducted with a total
of 25 women. The first group was six women 20-29, the second
group was six women 30-39, the third group was seven women
40-49, and the last group was six women 50+. All of the women
in the focus groups were caucasian and from Utah. They were
able to physically handle the products and see them modeled
live. Again, the insights and emerging trends we identified in the
focus groups were consistent with our other research, despite the
obvious limitations and implications of the Utah demographic
that participated.
Professional Interview. Dr. David Myers is the dermatology lecturer and attending physician for the Utah Valley Regional Medical
Center Family Medicine program. He is a fellow of the American
Society for Mohs Surgery and a fellow of the American Academy
of Dermatology.

17

THE PEOPLE
The following two sections address the purchasing behaviors and attitudes toward sun protection of the women interviewed. Before the Sol La La products were introduced,
we asked questions designed to help us understand more
about them.
STYLE
While we did interview women from many different age ranges, it was noted by most of them that
fit was very important. Perhaps the greater insight
we found was that comfort was an equal factor in
what they wore. Generally speaking, the women in
the focus groups echoed the sentiment that while fit
was important, comfort while wearing clothes was
key.
However, some women in their 30s did explain that
fit and comfort can vary depending on the occasion
and situation which you are dressing for. For example, if you were going to dress up for a nice event, fit
will always trump comfort. Across the board these
women expressed the importance of having their
clothes fit in a way that flatters the figure, while still
being comfortable enough to feel confident in any
setting. The importance of comfort was further supported in the secondary data.
When it comes to colors and how it affects the
womens shopping purchases, the trend seemed to
be that the older the women got in age, the more
they cared and noticed the color of clothing items.
While the 20 year-old women said they generally
did not notice or care about color, the 30 year-old
women and older showed interest in colors, and
some even mentioned that it was a deciding factor.
One 40 year-old said, I think thats what I look for
first. For the 50 + focus group they emphasized
the color of clothing and the way it looks with their
skin tone.

18

The women interviewed expressed some varying

preferences in actual clothing color when it came to
age groups. The youngest focus group of 20 yearolds generally spoke of a desire for neutral colors
like, blacks, dark green, whites, maroon, grey, dark
colors. However, the group of 30 year-olds colors
spanned from neutrals to reds, purples, blues, and
more jewel colored tones. In the age group of 50+
many of the women agreed that neutral colors were
best or their most popular choice, followed by jewel tones. An important insight to note was that the
older women saw black as a good choice of color
because it is more flattering.

UPF benefit was much less of a factor when deciding to

purchase compared the benefits of style.
SUN PROTECTION
When it comes to understanding sun protection, the women we interviewed were
generally conscientious about the suns effect on their skin. Any sun exposure over
an hour was considered to be an appropriate time to seek out sun protection. However, few women understood or knew
what the UPF rating was. Women in their
40s were the only age group that was confident about their knowledge of the protective abilities of UPF clothing. And we
found that overall, the UPF benefit was
much less of a factor when deciding to
purchase compared the benefits of style.
Understanding the SPF ratings of sunscreen, however, was much more univer-

sally understood among the different age

groups, and we found that the majority
prefers not to use sunscreen because it is
greasy/oily and gross. They still use sunscreen, however, because it becomes a
necessity for what their clothes/suits and
accessories (sunglasses) cant cover up. For
everyday activities out in the sun, women in the 40s reported that they dont use
sunscreen because their moisturizers and
makeup have some elements of sunscreen
in them. Furthermore, those that do use
sunscreen are conscientious of when it
needs to be applied and reapplied, and
feel that any SPF rating over 50 is just as
effective as 50 SPF (which seems to be the
rating that women trust the most). This
might be translated into 50 UPF being
the standard for the UPF rating in Sol La

19

Las products.
In addition to sunscreen, the women we interviewed also resorted wearing hats and sunglasses as
a means of sun protection. Surprisingly as well, only
one woman (in her 40s) reported that she uses a
thin breathable article of clothing to protect herself from the sun. This might suggest that putting
on clothes in the sun is counterintuitive to staying
cool and sweat-free. Or this might suggest that putting on an article of clothing as a means of sun protection is a new idea that can be learned (via marketing or other means). Therefore, sun protective
clothing is not the targets first thought in regards to
sun protection. As far as a usage preference that was
common among a majority of women interviewed,
wearing their favorite styles or brands of clothing
and then covering up with sunscreen the skin that
was still exposed was the general practice.

20

Our interviewees participate in various and

far-reaching outdoor activities. The only activity
that was not mentioned explicitly (and maybe this
is because they never thought of this as an activity) was traveling. All other major outdoor activities
were represented in our sample. Women of all ages
were likely to participate in sports-related activities
such as biking, hiking, skiing, etc. in addition to traditional outdoor activities like going to the beach,
walking, or spectating sporting events. Women in
their 50s were the only group to mention that they
spend time doing yard work as part of their outdoor lifestyle. Therefore, we get from this that these
women (of a Utah climate) are generally comfortable with an outdoor lifestyle and spend a good deal
of time in the sun. We can also conclude that women in the 50s are likely candidates for a product like
Sol La La because yard work isnt always associated

with frequent motion (such a running, an activity

the product might not work well with).
As it relates to overall concern about sun protection, our women all answered quite similarly, with
some exceptions. For the most part, women of all
age groups admitted that sun protection was important and that they feel they should take sun protection more seriously, though in practice many are
apathetic about protecting themselves. Those that
were serious about sun protection often were those
that had a skin condition or a history of skin cancer.
These limitations have caused them to be more conscientious about the suns effect on their skin. Additionally, we noticed that as age increases, a womans
concern turns from skin protection to anti-aging
prospects, as also supported in the secondary data.

This is something to consider as brand positioning

takes place for Sol La La. Furthermore, the only
group that had a reckless disregard for the suns effect on their skin was a handful of young ladies in
the 20-29 year-old age group, claiming they would
rather burn than premeditatively protect their skin.
Therefore, a good majority of the women we interviewed would sympathize with sun protection (and
anti-aging) and therefore would likely respond well
to a product that supports such sentiments.
(There is an opportunity to capitalize on educating
women about the dangers of sun exposure when using non-UPF clothing. Although this opportunity
is possible, we question whether doing so would be
a persuasive factor in buying the product.)

THE PRODUCT
After the products were introduced, we recorded their
initial reactions and asked them general questions about
products as a group. Next, we had the women evaluate
each of the products individually to decipher what they
did and did not like about each one.

be flattering on their body.

Some women interviewed would prefer to purchase
The women interviewed had varying opinions on something more fashionable and then use sunscreen
the Sol La La product line. Most women loved the for sun protection.
feel of the fabric and the comfort it provided. However, some felt the styles would not be flattering to When briefly educated about the UPF ratings in
wear because of the loose fit of the product. The the clothing, the women wondered why some of
younger age groups expressed that the products the products did not cover the arms. However, the
would appeal to older women. However, when pre- clothing that covered the arms seemed too hot to
sented to older women, they were concerned with wear in situations where they would need sun prothe cut of the products and whether the cuts would tection.
GENERAL PRODUCT ASSESSMENT

21

Most of the women favored the Stole and the Synch. They appreciated the versatility of the
products and that the Synch provided a more flattering shape. However, they would have
liked the Shood more if it was a full length hoodie. They thought the other products were
shapeless.
SPECIFIC PRODUCT ASSESSMENT
Synch - Of all respondents, most women liked that this product resembles a shirt and the
ruching aspect on the side. They liked that ruching effect created a more slimming and
flattering look.
Shood - The women appreciated the idea of the shood. They liked the visor feature as well
as the buttons. However, they expressed that they would like this product a lot more if it
were lengthened to cover the stomach, acting more as a hoodie. Adding a zipper was also
suggested, making it more of a hooded jacket.
Sol O - This product could be good for covering a swimsuit. Women preferred this product over the Sqape because it provided more coverage on the stomach and bottom. Some
women were concerned about the security of the buttons keeping their clothing on.
Shifft - A majority of the women felt that they would prefer the tie to wrap around the
waistline rather than going in and out to allow for less bunching and a more flattering look.
Sqape - Women preferred the Sol O over the Sqape because of the length and the unfinished edge on the Sqape. It may be necessary to reconsider this design altogether. Most of
the women did not like it.
Stole - This was consumers overwhelming favorite. They liked the simple look and its
versatility. Consumers want to be aware of all the various ways it can be worn. Advertising
different ways it could be worn on the tag and online page would be helpful.

PROFESSIONAL OPINION
Dr. Myers was very familiar with several brands that specialize in UPF rated clothing. He discussed how
UPF rated clothing not only protects our skin from cancers, but from aging and cosmetic blemishes. He
expressed concern that most people do not take the necessary measures to protect themselves from UV rays.
He recognized Coolibar as one of the leaders in the industry. He attends the AAD meeting every year and is
marketed to by the UPF brands that set up booths. He suggested that this is a great way to establish yourself
in the market. He thinks that products like Sol La La are great for everyone, but admits that most people are
not proactive in skin care. Most people dont care until the damage has already been done.

22

Direct Quotes:
One of the biggest brands we recommend is Coolibar.
Who can benefit from this is everyone because the more sun conscious we are, the less chance of
skin aging and skin cancers. Thats the short end of it.
The best opportunity to showcase their products would be to go to the AAD meeting every year
and get a big booth.
I get mailed coupons saving 20% off a product when I give it to a patient.

23

SURVEY FINDINGS
THE QUANTITATIVE RESEARCH TEAM

24

On November 26-29, 2015 a nationwide survey was sent out

to women of all different ages, ethnicities, and socioeconomic
groups. Our goal was to collect data that would be useful to the
new UV Protection clothing line, Sol La La. We used Qualtrics
as our survey building tool and Survey Sampling Inc. (SSI) as
a means for distribution. The survey consisted of 26 questions
asking about the behaviors and attitudes about sun protection
and products related to sun protection (see appendix for full
survey). We received 522 completed responses from across the
country. On the following page are several graphs showing the
demographics of the diverse respondents.
Once we received the data from the survey, we ran statistical
analyses in order to find correlations and significant relationships between different groups. Throughout the analyses will
be asterisks * which signify there is a statistically significant relationship. The more asterisks that are shown, the stronger the
significance. To learn more about this, visit the appendix.
Key
*= p value of .05 or less
**= p value of .01 or less
*** = p value of .001
(for more on understanding the data, see Appendix: How to
Read the Data)
We know that targeting the right people is of the utmost importance to Sol La La. Because of this, on certain occasions we ran
separate analyses on the group that liked Sol La La products the
most. Women who gave the product a composite score of 7 out
of 10 or above (Q15, 1-7) we labeled as Likers. These analyses
are meant to help Sol La La see clearly the opinions of those
who are most likely to purchase the product.

25

demographics of our survey respondents

26

27

SUN BEHAVIOR
TIME SPENT IN THE SUN
The following graph reflects the frequency o responses to the question
How often do you spend an hour or more in the sun?

(see Appendix: Q1: How often do you spend an hour

or more in the sun? for more information)

When asked how much time they spend in the sun, most women responded that they spend an hour or
more in the sun at least one day a week. Fifty-percent of participants said they spend an hour or more
in the sun at least 2 days per week. This data tell us that most women do go outside and are exposed to
the sun on a regular basis; an environment where Sol La La products would most likely be used.
It is also interesting to note that after running further analyses on this data, there is no significant relationship between their frequency of spending time in the sun and their ethnicity, or the region in which they
reside. This means that, based on survey results, there is not one single ethnicity nor region of the country
that spends more time in the sun than others.
TIME IN THE SUN VS. HOW OFTEN SUN PROTECTION IS USED
The more time a woman spends in the sun, the more likely she is to use sun protection. There was a statistically significant relationship between frequency of spending time in the sun and the frequency of using
sun protection. On a 5-point scale, respondents were asked to indicate if, when in the sun, they used sun
protection never, almost never, sometimes, almost always, or always.

28

A statistically significant***, weak, positive correlation was found between the two variables, which indicated that as respondents reported spending more time in the sun, they were more likely to say that they
use sun protection more often. This leads us to believe that women who are exposed to the sun more often
would be more likely to purchase UV protective products like Sol La La. However, information was not
gathered regarding what type of sun protection was preferred by respondents. (see Appendix: Q2+4: Time
in the Sun vs. How Often Sun Protection is Used for more information)
LIKERS SUN BEHAVIOR VS. THE OVERALL POPULATION
Another question asked respondents which activities they did in the sun. They could select more than one
answer. Also, an other option was available as a possible write-in answer, which generated 55 responses.
Of those responses, 47% were yardwork or gardening, meaning that 1.5% of the total respondents are
often in the sun gardening or doing yardwork.
Participants responses were separated into two groups to run further sun behavior analyses. As reflected
in the graph below, the Likers group consistently indicated that they performed every activity listed,
excluding sightseeing/traveling, more than the overall group of respondents.
The following graph reflects the frequency of responses to the question In your
experience, what kinds of activities do you find yourself doing in the sun?

In general, women who liked the Sol La La products are active women. The top three activities they enjoy
doing in the sun are shopping, going on walks, and exercising. We recommend that Sol La La include these
three outdoor activities in their online branding, packaging, etc. If Sol La La did this, women may perceive
the products as more useful to them.

29

UV RAY KNOWLEDGE & AWARENESS

UV protection is a core benefit of Sol La Las products and
we wanted to establish whether there might be a need for
educating Sol La Las target market about UV protection,
or if the level of knowledge is high enough that it would
not be worth the effort.
Below is the graph for how much respondents agreed or disagreed with the
question I consider myself to be informed about the effects of UV rays on skin.

(see Appendix: Q5: I Consider Myself to be Informed about the

Effects of UV Rays on Skin for more information)
We found that 74% of respondents indicated that they would agree or strongly agree that they are
informed about UV rays. Referring back to the dermatologist we interviewed, Dr. David Myers, MD;
we know that the majority of people he has come in contact with have little to no informed knowledge
when it comes to the danger of UV rays. This trend that we saw in the survey could be due to a slight bias
in how people answered the question. They may have overstated how much they really know. We decided
to look further into how much participants claimed to know versus how informed they truly were.
PARTICIPANTS WHO SAID THEY ARE INFORMED ABOUT UV RAYS VS. HOW MUCH UV
PROTECTION THEY SAY IS OFFERED BY A T-SHIRT
After investigating how much participants thought they knew about UV rays, we wanted to know whether
they were giving accurate answers. We compared how informed they said they feel they are to the survey
question What level of protection from UV rays would a cotton t-shirt provide to the areas the t-shirt covers?

30

covers? This question aimed to see if the participants were aware of the limited protection the T-shirt
actually provides. By comparing this question to the statement participants made about how informed
they believed themselves to be about UV rays, we can see the relationship between assumed knowledge and
actual knowledge when it comes to the harmful effects of the suns rays. (see Appendix: Q6: What level of
protection from UV rays would a cotton T-shirt provide? for more information).
The majority of people who said they agree that they were informed on the effects of UV rays believe that
a T-shirt would offer some protection from the sun. A statistically significant** percent of people who
agreed that they were informed about UV rays thought that it would offer at least some protection. This
reinforces the hypothesis that people dont know as much about UV rays as they claimed in our survey. We
might conclude from this that Sol La La would benefit in dedicating some marketing efforts to educating
their target market on the damaging effects of UV rays. (see Appendix: Q5+6: What level of protection
from UV rays would a cotton T-shirt provide? v. I consider myself informed about UV rays for more
information).

SUN ATTENTION, BELIEFS, AND ATTITUDES

After uncovering more about behaviors and awareness, we
dug a little deeper to see if there was any significant attitude
or belief participants had regarding their health, and the importance of UV protection when purchasing clothing. This
helped us to understand what demographics or lifestyles
motivated participants to be either vigilant, or relaxed, about
being exposed to the suns harmful UV rays.
ETHNICITY CAN AFFECT ATTITUDES ON SUN EXPOSURE AND PROTECTION
We knew from some of our secondary research that we might be able to find a statistically significant relationship if we compared attitudes about sun exposure against ethnicity. When responses were evaluated for
the survey question I view skin cancer as a threat to me., we found a significant difference** between the
opinion of Caucasian women to that of African-American Women. Caucasian women were more likely to
agree that this statement was true to them, and therefore Caucasians are more concerned about skin cancer
being a threat to them than African Americans.
VIEWING SKIN CANCER AS A THREAT VS. THE USE OF SUN PROTECTION
We analyzed how often sun protection is used and how much participants agreed with the statement I
view skin cancer as a threat to me. Interestingly enough across all ethnicities, we discovered that there is
a statistically significant*** moderate, positive correlation. As women see skin cancer as more of a threat
to them, they are more likely to use sun protection. Again, we believe that this insight could positively

31

influence the way Sol La La decides to market its products. The greater amount of women that understand
the reality of how skin cancer can be prevented, the more likely they may be to purchase. (see Appendix:
Q4+Q9(12): Viewing Skin Cancer as a Threat vs. the Use of Sun Protection for more information)
AGE AND THE CONCERN FOR UV PROTECTIVE CLOTHING
Analysis was conducted comparing age and the importance of UV protective qualities in clothing.
There is a statistically significant** difference between age groups when it comes to concern for UV protective features in clothing. The data suggests that as women get older, concern for UV protective features in
clothing goes up. This may reflect a heightened concern toward aging and how to prevent it. Women who
are 29 and younger are significantly** less concerned about UV protection in clothing when compared to
women who are 40-49, and women who are 60-69.
The graph below demonstrates the trend among age groups.

Of particular interest is the 40-49 year old age group and their significantly** heightened concern over UV protective features in clothing.
Throughout continued research, we see this same group emerge as the
target age Sol La La should market to.
(see Appendix: Q8(1)+Q23: Age Compared to Concern in UV Protective Features in Clothing for more
information)

32

PURCHASING BEHAVIOR
Who is most likely to purchase Sol La La products? We
asked several questions and looked at many different variables to understand womens purchasing behaviors in regards to UV protection clothing. Below are our findings.
One of the questions (Q10) on the national survey
asked women to rate how likely they would be in
purchasing clothing that protects against UVA and
UVB rays, while also being lightweight and fashionable. This question was asked before showing the
sketches of Sol La La products. On a scale from 0
(not interested at all) to 100 (very interested), 60%
of all respondents responded with a score of 70 or
above, while 30% responded with a score of 90 or
above. From this we can conclude that a majority
of women who took the survey would in fact be
interested in some kind of UVA/UVB protective
clothing.
We did not find any significant differences, to the
level that we test, among the different socioeconomic, age or regional groups while studying this survey
question. However, we did find some trends that
struck us as important. Hispanics average rating of
the idea of clothing that protects against UVA and
UVB rays, while also being lightweight and fashionable was higher than that of any other ethnicity.
Caucasians, Asians and African Americans average
rating of the question were very similar. The fact
that Hispanics are more open to the idea expressed
in this question further reinforce the secondary research which states that Hispanics would be interested in this type of clothing.

ferent ethnic groups provided some interesting insight. There was a significant* difference between
Asians and Caucasians and also a significant** difference between Hispanics and Caucasians. According to the data, fashion is more of an important factor in clothing purchases for Hispanics and Asians
than to Caucasians.
Question number eight in the survey asked participants to imagine they were walking along a beach, on
vacation in Hawaii. Participants then selected their
level of importance for several factors, including
fashion, on a 100-point scale (0 being not at all important to 100 being very important). Again, there
was a significance difference among ethnic groups.
Caucasian women found fashion significantly** less
important than Asians, Hispanics. We also found a
marginal significance between Caucasians and African Americans, where African Americans tend to
value fashion at a higher level than caucasians. (see
Appendix: Q25+Q8(1): Race v. Importance of UV
Protective Features in Deciding What to Wear for
more information)

From this conclusion we suggest if Sol La La

chooses to focus more on the fashion aspect rather than UV protection; then it would be wise to
market towards ethnic groups other than Caucasians because they are the group who take fashPURCHASING BEHAVIOR IN TERMS OF ion more into consideration. When average scores
ETHNICITY
are compared for each product, minority ethnicities
are consistently rating the products higher, and thus
Looking at the purchasing behaviors between dif- more likely to buy Sol La La based on fashion.

33

THE CONCEPT OF SUN PROTECTION

CLOTHING
One question in the survey asked women to rate on
a scale from 0 to 100 to how concerned they were
with UV rays penetrating their clothing. We found
that the more concerned a woman was, the more
likely she would be to purchase UV protection
clothing. This relationship was shown by a moderate, positive correlation. This data suggests that informing women about UV penetration will result in
a greater demand for UV protection clothing. (see
Appendix: Q7(1)+Q8(1): Level of Concern of UV
Ray Penetration Through Clothing v. Importance of
UV Protective Features in Deciding What to Wear;
Q7(1)+Q10: Level of Concern of UV Ray Penetration Through Clothing v. Interest in Purchasing UV
Protective Clothing for more information)

34

Similarly, the survey asked women to rate on a scale

from 0 to 100 how concerned they were with skin
damage from UV rays. Again, we found that the
more concerned a woman was about skin damage,
the more likely she would be purchase UV protection clothing. This result suggested to us as a research team, that there may be a certain group of
women that are already truly informed about the
damage from UV rays. We suggest identifying
these women and utilizing them as brand champions for Sol La La. There was a positive, moderate
correlation. (see Appendix: Q7(2)+Q8(1): Level of
Concern of Skin Damage from UV Rays v. Importance of UV Protective Features in Deciding What
to Wear; Q7(2)+Q10: Level of Concern of Skin
Damage from UV Rays v. Interest in UV Protective
Clothing for more information)

SPECIFICS
COLOR
The survey introduced respondents to Sol La La product styles by showing product sketches. A follow up
question asked participants which type of colors they would prefer for those products.

Overall, respondents preferred a neutral color palette for this type of clothing, with light shades being the
second most prefered color palette for this type of product. We also found that the same color preferences
existed among the Likers. Interestingly enough, we also found that these top two color choices were
consistent among all ethnicities.

35

The graph below shows the percentages of respondents of different

ethnicities and how much they liked each different color palette.

(see Appendix: Q22: Which type of colors would you

prefer for these products? for more information)
The graph below shows the relationship
between age and color preference

36

When analyzing color preference among age groups

we found that those younger than 49 preferred
Neutrals, while those older than 50 preferred Light
Shades over Neutrals. If Sol La La wants to target
women older than 50, they should choose Light
Shades.
Overall, we learned that Neutral colors are preferred above all other palettes, among all respondents. For future product development, Sol La La
should consider making products that feature a
Neutral color palette.
PRICING
Using the Van Westendorp Price Sensitivity Meter our team developed a range of acceptable prices
for the product. We asked the survey respondents
four questions that have been proven to be able to
measure what prices should be. We used a photograph that featured the Synch.
1. At what price would you begin to think the
product is getting expensive, but you still might
consider it?
2. At what price would you begin to think the
product is so cheap that you would question its
quality?
3. At what price would you begin to think the
product is too expensive to consider?
4. At what price would you think the product is
a great deal, a bargain?
From respondents answers, we were able to analyze
acceptable prices and price ranges for the product.
We first ran a Van Westendorp Price Sensitivity Meter on all respondents (Overall) and found the range
of acceptable prices to be $14.00 to $24.00, with
an optimal price point of $19.00. Next, we ran
the same test on those women that were interested in the concept of UV protection clothing.

Their range of acceptable prices was higher; $16

to $26. However, the optimal price point remained
the same at $19.00. This shows us that those who
would be interested in purchasing UV protection
clothing would be more willing to buy this type of
product at a higher price.
Lastly, we ran the same test on only those respondents whose average rating on the product drawings
were greater than or equal to 7 out of 10. We found
that for this group of respondents the range of acceptable prices was $15 to $24 with the optimal
price point at $18, which was slightly lower than
the the two previously tested groups. This shows us
that those who are most interested in the styles of
the product based on the product sketches are willing to pay more than the general population, but
less than those who had not been introduced to the
product yet.
Limitations of the Van Westendorp Pricing Model
First, this pricing model does not take into account
perceived brand value. Some brands have a brand
value that increases their prices dramatically, partially due to having been in the market for some
time. For example, one of Sol La Las main competitors Coolibar, sells a generic tank top for $42.
(see Competition: Price for more information) The
product described in the national survey was not
associated with a widely known brand and therefore
is missing this component. When making pricing
decisions it would be wise to keep these findings in
mind while also factoring in brand value and current prices of similar products.
Another limitation was the fact that respondents
couldnt feel the fabric, or try on the product. We
provided only an image and a sketch, so the survey
experience was inherently less rich of an experience;
whereas in focus groups or personal interviews respondents could interact with the product and have
a clearer perception of its value.
Lastly, the product was shown in blue. This color
could have potentially altered the respondents per-

37

ception of value depending on their color preferences.

That being said, this pricing model is often used
and recommended by industry professionals. Ted
Kendall, a market research professional, highly recommended this pricing model to us as a way to determine an appropriate price range for a product.
Some relevant take-aways that we found:
Those interested in UV protection clothing were
willing to spend more money on the product.
Those interested in the Sol La La product sketches shown were willing to spend less money on this
product than those who were only interested in UV
protection clothing.
(see Appendix: Q17-20: Pricing Questions for more
information)

women value Made in the U.S. more than any

other ethnic group.
We analyzed age difference as another possible factor for opinion. There was a significant*** difference
between those 29 and younger when compared to
all other age groups. Women 29 and younger care
significantly less if clothing is made in the U.S. than
any other age range in the survey. 30-39 year old
women also differ significantly* from 60-69 year
olds on their rating/opinion. 30-39 year old age
range did not value being made in the U.S. as much
as 60-69 year olds.
Simply put, the older generation cares more than
the younger generation. Seeing that our primary
target are women up to 50 years old, being made
in U.S. may not be an important enough factor for
them to avoid buying a product because it is not
MADE IN THE USA
made in the U.S.
(see Appendix: Q23+Q38(3): Age Compared to ImWho is it that cares that an item of clothing is made portance of Made in the U.S. for more informain the USA? This was a compelling topic to research tion)
because we know that it could potentially make a tition, and Awareness of Competitions Sun Protecsignificant difference in production costs and opin- tive Products for more information)
ions about Sol La La. We specifically asked women
to rate the factor Made in the U.S. when making COMPETITION
a purchase decision for clothing (on a scale of 0-10,
with 10 being very important)
More information about respondents knowledge of
Significant*** differences were found when com- Sol La Las competitors can be found in the appenparing this factor to ethnicity, as Caucasian women dix.
value products being made in the U.S much more (see Appendix: Q12+13: Familiarity with Compethan Asian women. Although not statistically sig- tition, and Awareness of Competitions Sun Protecnificant to the level that we test, it can be suggested tive Products for more information)
that of any ethnicity that we surveyed, caucasian

FACTORS
Who is most likely to purchase Sol La La products? We asked
several questions and looked at many different variables to
understand womens purchasing behaviors in regards to UV
protection clothing. Below are our findings.
The graph on top right shows the Overall product rating
averages for all the respondents (the blue bars), as well as the rating
averages for the Likers (the green bars).

38

From this we can conclude that the Synch was the product that most likely to be purchased by both the
overall respondents and the Likers. The Sol O was the product that respondents were least likely to purchase. (see Appendix: Q15: Likelihood of Purchasing Each Product for more information)
AGE
We tested to see if their was a specific age group that indicated they were more likely to purchase each style
more than other age groups.

(see Appendix: Q23+Q15(2-8): Age Compared to

Likelihood to Purchase for more information)
Here we see that in every style, 40-49 year olds were more likely to purchase than every other age group.
40-49 year olds responded most favorably to every style and it would be wise to market towards them specifically. Based on the findings, we recommend focusing on the top rated styles by each age group rather
than trying to sell all of the styles. In the graph above we see that the Synch, Shood and Sol La La Tee were
most preferred across all age groups.

39

ETHNICITY
There were significant differences between some styles
and different ethnicities. This section will discuss each
style individually and explain which ethnicity liked it
most.

American, Caucasian, Asian.

Synch: There are no statistically significant differences

between ethnicities for how much they like this product. Its important to note that this was Sol La Las
highest rated style and all of the average ratings across
ethnicities were high and with similar averages, thus
Shood: Hispanics are the most likely to purchase the making it hard to establish significant differences.
Shood of any ethnicity. Caucasians are significantly** The order that ethnicities like this product, as shown
less likely to purchase than African Americans and by the means is: Hispanic, African American, Mixed/
significantly* less likely to purchase than Hispanics. Other, Caucasian, Asian
Other differences between ethnicities were not found
to be significant to the level that we test.
Sol La La Tee: There are no statistically significant
The order that ethnicities like this product, as differences between ethnicities for how much they
shown by the means is: Hispanic, African American, like this product. Its important to note that this was
Mixed/Other, Asian, Caucasian.
Sol La Las second highest rated item across ethnicities, with similar averages, making it hard to establish
Switch: There are no statistically significant differ- significant differences.
ences between ethnicities for how much they like this
The order that ethnicities like this product, as
product.
shown by the means is: Hispanic, Mixed/Other, AfriThe order that ethnicities like this product, as can American, Asian, Caucasian.
shown by the means is: Hispanic, African American,
Asian, Mixed/Other, Caucasian.
Overall ratings show that Hispanics consistently rated each style highest of any ethnicity. We saw a very
Sol O: African Americans are significantly* more interesting thing happen with the data as African
likely to purchase the Sol O than Caucasians. Other American women emerged as liking each individual
differences between ethnicities were not found to be style at a high level as well. African American women
significant to the level that we test.
definitely valued the style choices that were presented
The order that ethnicities like this product, as in the sketches. Previously, African American women
shown by the means is: African American, Hispanic, had been on the low range when asked at first about
Mixed/Other, Caucasian, Asian.
the idea of clothing that was UV protectant, lightweight and fashionable; but their minds were changed
Sqape: Mixed/Other ethnicity are significantly* for the better when they saw the product sketches. We
more likely to purchase the Sqape than Caucasians or may infer that other ethnic groups, including CaucaAsians. Other averages between ethnicities were not sians and Asians might see some increase in average
found to be significant to the level that we test.
ratings, if some design alterations were made; like disThe order that ethnicities like this product, as cussed in the qualitative research.
shown by the means is: Hispanic, Mixed/Other, Afri- As it stands, Caucasians and Asians seem to prefer
can American, Caucasian, Asian.
the Switch, Synch, Shood and Sol La La Tee above
the other designs, based on their average rating of the
Stole: Hispanics are more likely to purchase the Stole individual designs. Hispanics and African Americans
than Asians with a marginal significance. Other aver- seemed to consistently be more likely to purchase
ages between ethnicities were not found to be signifi- each style than other ethnicities.
cant to the level that we test.
(see Appendix: Q23+Q15(1-7): Ethnicity v. LikeliThe order that ethnicities like this product, as shown hood of Purchasing Individual Styles for more inforby the means is: Hispanic, Mixed/Other, African mation)

40

LOCATIONS
After introducing the product sketches, participants were given a list of stores and asked where they would most
likely see this type of product sold. They were allowed to check all that apply. Below are the results. A percentage
was calculated for both overall respondents as well as likers.

Respondents said they would most likely see this type of product sold in Macys, Target, or Walmart. Only a
small percentage said they would imagine it being sold in boutique-type stores or at Talbots.
This data does not suggest where to sell Sol La La products, rather it demonstrates to us the perceived value and
perceived category in which this product fits.

41

We asked respondents to give the brand name Sol La La a grade on a scale

from 1 (being an F) to 5 (being an A). Below is a graph showing the
percents of the overall respondents ratings.

We then did further analyses looking at how the

Likers rated the brand name. Percentages below.

63% of overall respondents gave the product a score of 4 or 5. Only 3% gave the product a score of 1. 73.2% of
the Likers gave Sol La Las name a score of 4 or 5 out of 5. Women love the name, Sol La La!

42

POTENTIAL FOCUSES
FASHION FOCUS
We suggest if the Sol La La brand chooses to focus more on the fashion aspect
rather than UV protective benefits, then it would be wise to market towards Hispanics and African Americans.
We recommend focusing on the top rated styles (Synch, Shood and Sol La La
Tee) rather than trying to sell all of the styles.
40-49 year olds
FUNCTIONAL FOCUS
40-49 year olds -The data suggests that as women get older, the more likely she
would be purchase UV protection clothing. Calling a product anti-aging is
more popular than calling it sun-protective, according to recent trends.
Interested in UV Protection -Those interested in UV protection clothing were
willing to spend more money on the product.
Educated in UV Protection - The more a concerned a woman is about skin
cancer, the more likely she may be to purchase.
Sol La La would benefit in dedicating some marketing efforts to educating minorities on the damaging effects of UV rays. They already like the fashion, convert them to like the protective qualities as well.

43

OPPORTUNITIES
POTENTIAL TARGET MARKET
Sol La La has a couple potential markets. The sweet spot for Sol La La products seems to be women 35 and older, and women who are more often
in the sun. Also, darker-skinned ethnic groups were much more favorable
to the style of the product, and women concerned about skin cancer were
more likely to purchase the product.
Age
Women ages 40-49 were proven to be significantly more interested in the
product than other age groups. In fact, our research suggested that the likelihood of purchasing UV protection clothing increases positively with age.
Ethnicity
Hispanics, African-Americans, and mixed-race women are most receptive
to the Sol La La style. This is intriguing, because while Hispanics are heavy
users of most sun protection, they are also heavy users of tanning products
(especially sunless tanners), and African-Americans rated lower on concern
for skin cancer, though there was no significant difference between the ethnicities in using sun protection.
In turn, we believe that Sol La La may benefit in dedicating some marketing
efforts to educating minorities on the damaging effects of UV rays. They
already like the fashion, and they may be open to convert to the protective
qualities, as well.
Sun Protection
Most women had high awareness levels of sun-exposure. However, some
women didnt care enough to protect themselves from the sun, although
they felt they probably should. We discovered that those interested in UV
protection clothing were willing to spend more money on the product, and
the more concerned the women were about skin cancer, the more likely
they would be to purchase the product.
PRODUCT FEEDBACK
Overall, our data suggests that it may be more beneficial to market this item
as a functional item, though the fashion aspect is crucial.
Benefit of Product
Research shows that women 35 years old or older are most concerned with
their appearance, specifically the signs of aging. We suggest focusing on
the anti-aging and other appearance-related benefits of sun protective
clothing rather than the sun protection itself. Many who were introduced to
the product in person did not find the UPF rating a deciding factor in purchasing. Showing the benefits will help Sol La La gain interest from women

44

clothing rather than the sun protection itself. Many who were introduced to
the product in person did not find the UPF rating a deciding factor in purchasing. Showing the benefits will help Sol La La gain interest from women
who are not thinking about sun protection, but rather thinking about their
appearance.
Cruciality of Style
The functionality of the products may be the main marketing factor, but the
style is pivotal. Those who were most interested in the styles shown in the
sketches were willing to pay more than the general population, but less than
those who had not yet been introduced to the product. As explained by
those interviewed, there would be more interest in the products if they better fit the style of the women. The concept of the products is validated, but
the execution could be improved. Though sun protection is a valid concern
for many women, they are satisfied wearing styles they like and applying
sunscreen, rather than experimenting with new or different styles.
Style Changes
From the interviews and focus groups, we found a few common threads for
improvement. While Sol La La aligns perfectly with the trend for comfort, to
better its reception, we suggest a few improvements shown in our research.
First, we suggest a variety of colors and patterns. The most-requested colors were black and neutrals. Even though Pantone predicts similar colors
to those already in the Sol La La repertoire, a variety of colors may improve
perceptions, and patterns were also requested. The difference in reactions
to the products, when imagined in different colors, was the difference between buying and not buying.
Second, we suggest more tailored styles. Most women liked the t-shirt and
fitted styles the best, and felt they were the most flattering. This explains
why the Synch, Shood, and Sol La La Tee were the top-rated styles. The
shorter and looser styles could be lengthened and tailored a bit more, to
give more shape to the body. Specific details that were popular were the
ruching of the Synch and the sleeves, buttons, and visor on the Shood.
Product Branding
Women, especially those most interested in the Sol La La products, do a
variety of outdoor activities, including watching childrens sporting events,
walking, and yardwork. We recommend that Sol La La package and brand
their product showing the various outdoor activities where the styles can be
worn, to ascribe to womens desires for versatile clothing. This may help Sol
La La supplant traditional methods, such as sunscreen or umbrellas.

45

APPENDIX
PERSONAL INTERVIEW/FOCUS GROUP QUESTIONS

47

QUALITATIVE RESEARCH

48

SURVEY MASTER

56

46

Personal Interview/Focus
Group Questions
STYLE
How would you describe your style?
Where do you normally like to shop? Why?
How important is fit when you buy clothes?
How do you like your clothes to fit?
How important is comfort when you buy clothes?
How important is color when you buy clothes?
What types of colors or tones do you like to wear?
SUN
What kind of activities do you do outside?
How concerned are you about sun protection?
What do you do to protect yourself from the sun?
When do you feel sun protection is necessary?
What is your understanding of SPF ratings for
sunscreen?
Have you heard of UPF ratings for fabric?
Introduce the product
PRODUCT ASSESSMENT
Explain that you are doing research for a start
up company and that you need the interviewees
candid and open comments.
Description to provide: UV protection apparel
to accessorize your wardrobe made from custom-milled fabric. These accessories are made in
the United States with environmentally friendly
dyes and natural-fiber yarns. They are designed to
block up to 98% of UV rays (UPF rating 50).

GENERAL QUESTIONS:
Describe the kind of person that would wear
these products?
Where would you expect these products to be
sold?
Where would you expect to see people wearing
these products?
How do you feel about the colors of these products?
What other styles would you add? How about
pants?
What other colors would you wear?
How would these products pair with your wardrobe?
How would you feel about these products if they
did not provide sun protection?
Specifics for each product:
1. Synch
2. Shood
3. Solo
4. Shifft
5. Sqape
6. Stole
What do you like about this product?
What dont you like about this product?
Would you wear this product?
How do you feel about the style of
this product?

47

QUALITATIVE
RESEARCH
This document reports statements that reflect
what the majority of the women said and felt.
Some are direct quotes and others were notes
made according to the general sentiment of the
group. The selection of statements does not
reflect the whole sample, but the responses that
were significantly repeated or agreed upon. Each
set of responses are color coordinated by age
group.
Legend: 20-29 30-39 40-49 50+ All Ages Apply
STYLE
How would you describe your style?
I like piecing random pieces together
I dont want to look like Im trying too hard.
I like clothes you dont have to wear undershirts
with.
I like business casual.
Classy for work, comfortable for home.
Most of the women prefer traditional and versatile
styles. They appreciate clothing that can be worn for
years and years.
Many ladies responded that they dress the way their
friends and their social groups dress.
I like the cheapest clothes you can find at Walmart.
I dont stick to one brand.
My daughters buy my clothes. I wear more professional-looking clothes... like a business casual style
Most of the women agree that their priority is comfort.
Im more about comfort, but if I have to choose,
something more tailored.
Most of the women feel very affected by color.
When in a different mood, they buy clothes with

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certain colors.
Many of the women refer to their wardrobe as Classic, timeless, and simple.
Depends if Im at home or at work. Professional
vs. Grungy. Pajamas, sweats, comfortable, sporty.
Comfort is key.
Comfort is a main part of the wardrobe for weekend
wear.
Overall, for a woman to purchase an item of clothing, the garment must make them look good.
Where do you normally like to shop? Why?
Discount stores that have a lot of variety (Forever
21, H&M, Thrift stores, Gap)
Online - A lot of younger people love shopping online. It has become a midnight hobbie.
Many girls worried about how clothing will fit when
they are unable to try it on first. Online shopping
can be overwhelming because there are so many
options.
Ann Taylor is my favorite designer. I also like
Kohls, H&M, Gap. I like the way they present the
clothing, very neat and organized.
Bohme (boutiques), I dont like to shop at big box
stores. I dont like having something that is too common and that you would see other people wearing at
the same time as you.
Most respondents categorized their styles as J Crew,
Gap, Nordstrom Rack, TJ Maxx, J Crew.
I like Gap, Taylor Outfit, TJ Maxx because they are
more tailored to fit a fuller figure, not just teenagers.
Many women expressed that they would shop at
high end stores like REI and Nordstrom but they
are concerned about their family first so they do not
shop there.
If I find something for a great price, thats comfortable, that looks great on me, then I will buy it.
Cost is important because they want to make sure
everyone else is covered before they purchase for
themselves. Sometimes, even if they need something,
they will often not buy if not on sale because family

comes first.
Places that have classic styles and quality (Dillards,
JC Penney, J Crew, Gap)
It can be kind of overwhelming shopping online - I
like to try things on.
I do not shop online
Overall, women will shop anywhere they feel they
can get a good deal for good quality
How important is fit when you buy clothes?
More loose, but still fitted
Comfort is important, but still looking good
Slim fit is important to me. Long shirts also because
I want to be modest around the midriff area. Its important to me that my clothes stay in place.
I like form fitting clothing that shows off my curves,
hides imperfections, but make me look good.
It is crucial for it to be comfortable.
Comfort is the most important aspect of your clothing
The women seemed to agree that different occasions
require a different fit. If it is a time to be dressed up
then fit will always trump comfort.
Fit is very important
Most women agree that comfort is most important.
Most of the women said a fitted look is most important
Hiding unflattering areas of the body is key.
Overall, fit is extremely important when buying
clothes, and the loose style is not preferred amongst
women 40 and older.
How do you like your clothes to fit?
This age group would not sacrifice comfort for look
Fit has an equal importance with comfort and color.
Id probably wear something uncomfortable though,
if it is cute.
Loose, but not baggy. Comfortable, but not shapeless. If its not comfortable, I will not wear it.
An equal appreciation for comfort and fit.
Most women agreed they preferred a fitted style to
flatter their figure
Older groups more ready to sacrifice comfort for look

- more tailored
Overall, women equate comfort to confidence.
How important is color when you buy clothes?
Black, grey, neutrals - Colors are scary
Younger people seem to not care as much. They like
more neutrals.
Most agreed it was really important, 8 or 9 out of 10.
For some its not always that important.
It is a deciding factor for many.
Really important. I tend to buy the same colors over
and over again.
I think thats what I look for first
I really like neutral colors that can work together in
my wardrobe
I like to purchase clothing that helps my skin tone
in my face
All ages agreed that color is a very important aspect
when purchasing clothing.
What types of colors or tones do you like to wear?
Neutrals: blacks, whites, dark colors, maroon, dark
green, grey
Turquoise and teal are my favorite. Black and neutral colors are more versatile though.
I like to wear dark bottoms. Shirts should be black,
white, and/or red.
I like bright colors. (pastels- solid brights)
Black, white, gray, neutral colors. Red, blue, purple,
Jewel tones.
Most women agree they prefer neutral tones that can
work with the majority of their wardrobe
I like to wear patters that I can mix and match with
different colors
Neutrals were the highest responses. Secondary to
that was jewel tones.
Black and white most common. Many of the women mentioned they choose black because it is more
flattering.
All ages preferred neutral colors.

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Sun
What kind of activities do you do outside?
Hiking, walking and talking
Outside sporting events
Snowboarding, skiing, running
Most respondents participate in mountain biking,
skiing, snow skiing, wake boarding, hiking, camping,
attending the beach
I like anything outdoors; biking, water skiing, hiking
Most women enjoy low-strenuous activities such as
watch sporting events of kids, walking and gardening
Most women mentioned yard activities - mowing the
lawn, pulling weeds, yard work
Running, jogging, walking, hiking, tennis, hunting,
four-wheeling, camping and picnicking in the mountains
Walking, going to the beach, playing with grandkids
All ages participate in a variety of exercise: hiking,
biking, walking, tennis, kayaking, yard work, sporting events
How concerned are you about sun protection?
I should be more concerned about it. I know the
consequences, but I dont do a whole lot
I like being tan which is hard when youre wearing
sunscreen. So I usually dont put it on until after Ive
been fried Ill probably end up with skin cancer.
Im pretty concerned because I have fair skinso I
try to cover up. I dont want skin cancer.
Im very concerned, but I suffer from a vitamin D
deficiency because Im so careful about going into the
sun. Ive had benign skin cancer before.
Echoed they should be more concerned, but that they
arent.
They are more often concerned with wrinkles and
skin cancer than they are with protecting their skin.
They get sunburned a lot and are mostly concerned
about their face.
Well, I have fair skin, and I have a lot of sun spots
from my youth, so I wear sunscreen all the time now
Skin cancer runs in my family, so we are really concerned with sun protection.
Most women agreed that they were concerned about

50

sun damage on their skin but didnt take the necessary precautions to avoid skin damage and wrinkling.
They are all very concerned about their childrens
skin, though. They force them to wear sunscreen or
use clothing when outside.
Most women responded that they are more concerned at this time in their life than before
However, many still responded with: Not as much
as we should be.
Even after 3 or 4 bouts of skin cancer, Im not as
concerned as I should be.
We grew up in the era where we lathered ourselves
in baby oil and laid out in the sun. Didnt use sunscreen then.
In general, most women are concerned if outside for
long period of time.
Younger women know they should be concerned, but
do not act
What do you do to protect yourself from the sun?
Sun protection, especially in makeup
If Im not putting sunscreen on, Im not really
thinking of other alternatives.
I wear sunscreen during certain hours of the day,
SPF 30. or a thin breathable shirt.
Sunblock 50 spf, sunglasses, and a hat if Im out all
day.
I usually pick out sunscreen with makeup.
Most women use sunscreen, hats and sunglasses.
Mostly sunscreen, hats and sunglasses, and makeup
with sunscreen in it.
Most use sunscreen
When do you feel sun protection is necessary?
If Im out for longer than an hour.
I feel like it is necessary when Ill be outside for a
while without shade.
All of the time that I spend in the sun.
On the beach after about an hour.
Anytime youre outdoors, really. I am super fair
skinned so I burn when I walk from the store to my
car!
I understand that sun protection is always necessary,
but since I tan easily, I dont use sun protection unless I plan to be outdoors for a long period of time
Swimming

Out for lengthy periods of time

What is your understanding of SPF ratings for
sunscreen?
I heard after 50, they are all the same
I dont really know much on the subject.
The higher the number, the better the protection. It
usually says to reapply in the same amount of time,
regardless of the rating.
The higher the rating, the better.
Over 50 doesnt make a difference.
Lotion is more effective than spray.
It doesnt really matter much after 30 or 50 its all
the same. I dont like how disgusting oily sunscreen
can feel.
Most women agree they use moisturizer, foundation,
etc. that have sun protection. They dont usually put
on sunscreen for every-day things and they prefer the
spray so you dont have to lather it on.
SPF is more important than mode the higher the
better. It does matter. Also, if its waterproof, thats
good
Most responded with The higher the better
A couple mentioned, I use what my dermatologists
recommends
The higher the SPF the more protection youre going
to get
Higher number the better. They werent really confident with the answer.
Have you heard of UPF ratings for fabric?
One girl responded, Its something to do with protection from the sun.
Do all fabrics have it?
Never.
No I havent. Only SPF for sunscreen.
They think so, but also think that wearing a shirt
that covers them protects them from suns rays.
Yes, theyve heard that it protects from UV rays, but
they do not know much about it.
Either they havent heard of it, or if they have heard
they know very little about it.
Most people said no
The few people that knew about it were already
knowledgeable about sun protection because of an
albino brother or having very fair skin themselves.

Product Assessment
Describe the kind of person that would wear these
products. Where?
Outdoorsy, style-ignorant, conservative, modest,
grandma, older mother, typical mom, granola-type
mom
A mom who doesnt have time and just grabs the first
thing she sees in the store
Moms
Babies and 50+ years old.
Most respondents agreed they imagined younger
women in their 20s wearing the product.
Well, I can see younger people with a more fit figure
wearing these products
Most respondents put it in the category of 18-25.
Younger than me.
Loungewear
Where would you expect these products to be sold?
Walmart
A sports store
In the swimming suit or beach area
Kohls, online, Macys.
I could see them at a sporting event with colors of
the team.
Most women agreed they would expect to see them
on a rack, sports store, outerwear, scheels, rei, big five
Many respondents expect to see it marketed near
swimwear(if they were specific coverups, they would
go more for it).
Walmart, Kohls, Target, Macys
Based on SPF, in a specialty store
REI, sporting goods outlets, hot climate places,
walmart, k-mart, older women store, tommy bahamas, maternity store, Athleta, Shopko, Papaya
Where would you expect to see people wearing this
product?
They would be most acceptable at the beach or the
pool
I just think of a mom or grandma wearing it as
everyday wear.
Yoga bars, smoothie shops, fitness person outfit.

51

Hanging out.
A cruise, or a waterpark with a hat.
I would expect fair skinned people wearing the
product
The overall aesthetic of it is not appealing enough
to wear. I still prefer sunscreen, shade, or an umbrella
to get out of the sun. You can do the whole family
with one can of sunscreen. This would only cover one
person.
Most women expressed that they wouldnt necessarily
buy for the UPF. They dont prefer the fashion of it,
they want it to be more simple.
Retirement home, comfy settings, places where they
dont have to impress anyone, at the beach or pool,
everyday wear, too casual for work, where you dont
care about being modest
Most couldnt view it in an active setting, but outdoor recreation activities, such as on the beach or
walking - anything you can lounge in.
What concerns do you have with the product?
They dont have a good fit and are too lacking in
style.
I would only buy this in a moment of desperation
because they arent cute.
The respondents wanted to know how the fabric
would do in the washing machine. They asked questions such as, How does it wash up? Will it shrink?
Should we iron it or does it ruin the protective qualities?
This kind of fabric on women with lumps and
bumps would not be flattering.
They dont think that it is flattering for their age and
body types.
How do you feel about the style of these products?
Style is lacking in these products.
You could get away with going out and wearing it,
but youre not going to get any lookers. Its just too
basic.
like most of them, cute.
It would be a start in the right direction but in looks
like lounge around in the house wear.
It would be great for babies.
Most respondents preferred the styles that resembled
a t-shirt.

52

They preferred longer cuts and styles because they

felt it was more flattering and more productive to the
nature of the product.
The open back thing seems counter-productive.
Arent you trying to cover yourself more, not less?
I love the fabric, but Id rather be cool and wear
sunscreen than hot long-sleeves that are UV-protective.
None of these covered everything. I would still need
sunscreen to cover exposed areas.
Most respondents like the scarf the best. They mentioned they could see themselves buying if there was
a list of all the things they could do with it.
Many women responded that they think would do
well selling in a travel catalog or cruise ship gift shop.
Most of the women did not like the cut and fit of the
products. There were aspects of each one they liked
but they were turned off by other parts. They uniformly expressed dislike for the cropped pieces and
said they wish they were longer.
How do you feel about the colors of these products?
Change it to something that doesnt attract heat,
lighter colors, neutrals, whites
The current colors look maternity or like infant blankets
I like the blue and the brown is nice.
I like pink a lot, I like the blue. I dont love the
brown, but I can see how people would like it.
Would be cuter with patterns. The plain color is
kind of boring.
Many liked the solid colors, but worried about sweat
marks showing up with the lighter colors.
Most suggested neutral colors to better match with
their wardrobe.
Most of the women commented that they would
prefer them in neutrals. The colors seemed plain and
didnt jump out at them.
Would you wear these products? Which styles?
No.
If any of them the shifft or the stole
The shifft is my favorite one and I could definitely
see myself wear it. The color is nice.
Yes, the synch, maybe the Solo, and the Stole.

They are not fashionable so it would be a desperate

situation that they would buy it, and out of necessity
to protect themselves. But not out of preference.
Almost all respondents said they would wear the
scarf.
Most said they couldnt see themselves wearing it.
Shood was the favorite but they want it to be longer.
Other styles they could see wearing as a swim cover
up if it was longer.
What other styles would you add? How about
pants?
Tank tops, leggings, yoga pants, v-necks, hoodies
are nice because they protect your neck, something
normal looking
Focus on cute coverups for swimsuits
Pullover style
Different patterns.
What other colors would you wear?
Black, white, gray, muted colors
Neutral shades
I would wear them in almost any color except for
pink and bright red. But mostly black.
Black
Neutrals
Patterns
Neutrals
Black, white, gray, muted/neutral colors, olive, navy,
tan, creme, maroon
Would these products pair easily with your wardrobe?
Not well
Someone may ask me if I was feeling okay if I
showed up in something like that.
I think most of it would add pretty nicely, not too
flashy.
No, I cant see myself wearing this at all.
Just the scarf. Nothing else.
Maybe with different colors
How would you feel about these products if they
did not provide sun protection?
If they took more normal styles and then added
sun protection to those styles then I would be more

interested in it.
No different, unless I lived in a warmer climate, in
that case I might be interested, but dont count on it
It wouldnt make any difference to me. Id value the
benefit around 5 dollars, but Im really cheap.
Not a strong influencer.
I wouldnt buy them if they didnt offer sun protection, because I feel like I could find something
similar for really cheap
Most would consider it if it was geared towards a
sporting event or something where youd be outside
all day.
Sun protection wasnt a deciding factor for most what first drew them in or turned them away was the
style aspect.
Most women agreed they would not seek out the
product if it did not provide sun protection
How much would you be willing to pay for these
products?
No more than $25
$30-$40 tops.
Most respondents agreed on a range of $25-$35.
Most respondents said they would never purchase if
for anything over. They could see if marketed for $85
in high-end store but would not buy it.
$20-$35
All respondents would not pay more than $40 for the
product
Shood
The hood is cool convenient feature, and the sleeves
are nice, probably one of the only products I would
wear
I wish it was longer like a cardigan, and the hood
doesnt cover her face enough
I like the sleeves. I think the sleeves are darling.
Thats darling on you.
Of all of them, thats the only one I could see myself
maybe pulling off.
One said shes too squatty and that it would cut her
right in half
I love the hood. I would like it if it was longer.
Most of the women agreed that they would like it if
it were longer.
I like the longer sleeves

53

This might be appreciated by women who are into

fashion.
Hood is cute, but I dont think its necessary. Nice
sleeve length.
Nothing to connect the front? Wouldnt hold to the
front of the chest on larger women. (but it would sit
near the armpits)
Needs to be longer.
Its not flattering.

Solo
Color is nice, looks comfy, I could wear it at the
pool, I like that its baggier, and flowy
Dont like the poncho, tablecloth look, theres no
shape, its just a bag, the back looks fitting for a
hunchback
This one is actually kind of cute. You know, as an
accessory.
The general consensus was that the women didnt feel
like they could pull it off. Some expressed that it was
a poor fit.
I feel like if you lengthened it and added a zipper,
you could make it into a cute little jacket
Great for women with tummies. Definitely more appealing to a wider range of women than the Shood.
Women who want to look put together, but dont
want to try too hard. Neckline has a nice hem on it.
Drapes around the arms toward the body. Sleeves are
a good length. Not very flattering.

Shifft
I like how it has the tie which give it some shape, this
is the best out of all of them
It looks like a bathrobe or something for a grandma,
makes your back end look big, doesnt have enough
shape, looks like maternity, I dont get the belt, it
needs to be lightweight, theyre trying too hard, have
it engineered for construction workers
The women all discussed how it might look good as a
swimsuit cover up or with leggings.
Not very flattering is it?

54

I dont like the tie.

I could see this as a swimsuit cover up!
I dont understand the tie weaving in and out. It
would be more flattering if it just wrapped all the
way around the waist
Nobody under 30 would wear this.
I do like the belt, and the length of the shirt.
I feel like the sleeves start way too low. (maybe this
size is just too wide for the model though) I dont
like the baggy neckline.
Too much draping. Not fitting. Length is wrong. It
needs to be longer.
Synch
I like the color and size, the loose collar looks nice
and comfy.
I like that its adjustable for a girl whos feeling
bloated one day.
The sleeves are nice - best feature
The top is not flattering
I feel like its a pregnancy shirt.
These colors seem very dated, like they would hit
more of the 50s
Cute on...someone
With a pair of leggings, would be really cute.
one of my favorites for younger kids.
Like the ruching.
I like this one best because it resembles a shirt and
the ruching is flattering!
It could be business casual. Running errands, brunch,
walks.
It is great at hiding the belly.
I dont like the sleeve length. Its too short and too
long at the same time.
Looks baggy.
Sqape
This could be a great spit-up rag, or a breastfeeding
cover
I wouldnt know how to wear it.
The women did not like the unfinished edge.
No. No. No. Everything about it is horrible.
I kinda dont love that one.
I love the back. Young people are wearing things kind
of like that, but the front is kind of weird.

I like it. I wish I had the figure that was in it! It

would not look good on me though.
That looks darling on you, but I couldnt see myself
wearing it.
I think these styles are definitely geared for younger
people.
Its too short. That cropped style isnt flattering on
any figure, but especially a large busted woman
Good for somebody who is cold in the office. Somebody who was hiking in cooler weather, but not cold
enough for a jacket.
Good butt coverage. Weird poncho.
Shows too much of the front. I dont know how flattering it would be for an average sized woman.
Stole
I like the color.
I like that its versatile/multiwear - you could use it
for anything,
I like that its basic, it looks good as a scarf,
This was the favorite product, that most girls felt had
the most potential
Slightly odd, you should just make long-sleeve
t-shirts, not gonna get any lookers when I wear it
This one is definitely my favorite! I feel like I could
fit this in my purse and take it on the go! It is such a
great, packable accessory!
I love this color and I feel like you could wear this
on your head to cover your neck or anything. Super
versatile!
Pretty ageless. An old or a young person could wear
this. A piece that would be more of a staple in a
wardrobe.
Versatile.
The liked how simple it is. Most likely to buy..but I
dont see how it meets the purpose of skin protection.
The women all liked this one. They liked the versatility and practicality.

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Qualtrics Survey
How to read the data:
A P-Value represents a probability in decimal
form. It can be explained with a small example.
If I have a p-value of .05, that means that if I
repeated the same procedure 100 more times, I
would get a different result, only five times out
of one hundred times on average. So the smaller
the p-value, the more reliable we can consider the
data because we know that whatever result we
got, most likely didnt happen just by chance and
it represents the total population.
In the analysis we often say there is a significant
difference between different variables. A statistically significant relationship represents a difference between data sets that we can trust and act

Sun Protection
Q1: How Often do You Spend an Hour or
More in the Sun?
23%-spend an hour or more in the sun
on a daily basis.
27%-spend an hour or more in the sun
2-3 times a week.
13%-spend an hour or more in the sun
once a week.
Q2+Q4: Time in the Sun vs. How Often
Sun Protection is Used
A correlation was found between the
two variables, and it did prove to be
statistically significant (p=.001). There
is a weak positive correlation (r=.162)
between how often participants are in
the sun and how often sun protection
is used. The average response was 3.20,
between the Sometimes and Almost
Always selections.
Mean for Q4 is 3.20, Std. deviation: 1.21.

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on. This means that when we ran statistical analyses a p-value of less than 0.05 was found.
Throughout this assessment were asterisks (*).
These asterisks were used to signify what the
p-value of the each analysis was. The lower the
p-value, the stronger the significance; we will
consider p-values lower than .05 to be Statistically significant. P-values of .05 or less will have
1 asterisk (*). P-values of .01 or less will have 2
asterisks (**) and p-values of .001 will have 3 asterisks (***). Comparisons with three asterisks are
the most significant.
Key
*= p value of .05 or less
**= p value of .01 or less
*** = p value of .001

Q4+Q9(12): Viewing Skin Cancer as a Threat v. the Use of Sun Protection

(p=.001) (r = .365)

Q8(1)+Q23: Age Compared to Concern in UV Protective Features in Clothing

(10 point scale, with 10 being the most concerned, and 1 being not at all concerned)
p-value = .002
<29 mean=6.3
30-39=6.7
40-49=7.6
50-59=7.1
60-69=7.4

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UV RAY KNOWLEDGE/AWAREQ5: I Consider Myself to be Informed about the

Effects of UV Rays on Skin
Of the 570 responding participants, the mean
was 2.85 on the 5-point scale (1 being strongly
disagree and 5 being strongly agree). This tells us

that, among respondents, the average response

was slightly below the neutral response level.
However, the majority of participants (roughly
52%) indicated that they agree that they are informed.

Q7(1)+Q8(1): Level of Concern of UV Ray Penetration Through Clothing v. Importance of UV Protective

Features in Deciding What to Wear
These show the correlation between the level of
concern and the importance of UV Protection.
The correlation (r=.471) shows a moderate,
positive correlation.

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Q5+6: What Level of Protection From UV Rays Would a Cotton T-Shirt Provide? v. I Consider Myself
Informed About UV Rays

Q6: What Level of Protection From UV Rays Would a Cotton T-Shirt provide?

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Q7(1)+Q10: Level of Concern of UV Ray Penetration Through Clothing v. Interest in Purchasing UV

Protective Clothing
These tables show the correlation between level of concern and interest in purchasing UV protective
clothing. The correlation (r=.437) is a moderate, positive correlation.

Q7(2)+Q10: Level of Concern of Skin Damage from UV Rays v. Interest in UV Protective Clothing
The correlation between levels of concern of skin damage and interest in UV protective clothing is
(r=.486) moderate and positive.

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Q7(2)+Q8(1): Level of Concern of Skin Damage from UV Rays v. Importance of UV Protective Features
in Deciding What to Wear
The correlation between levels of concern and importance of UV protective features is (r=.431) moderate and positive.

Q8: The Importance of UV Protective Features in Deciding What to Wear on Vacation.

For one question women were asked to imagine they were walking along the beach on vacation in
Hawaii. They then were asked to select the level of importance for several topics in deciding what
they would wear for their walk. The more important clothing designed to prevent UV ray penetration was to a woman the more likely she would be to purchase UV protection clothing (significance
of .001). It was a moderate, positive correlation (.454).

Q9B v. Q25 : Threat of Skin Cancer v. Ethnicity

Caucasian women gave an average score of 3.77 out of a 5 point scale (5 being most concerned),
whereas African-American women only gave an average score of 3. (p=.003)

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PURCHASING BEHAVIOR
Q10: Likelihood of Purchasing Sun Protective, Fashionable Clothing
We did not find any significant differences, to the level that we test, among the different socioeconomic, ageor regional groups while studying this survey question. However, we did find some trends
that struck us as important. Hispanics average rating of the idea of clothing that protects against
UVA and UVB rays, while also being lightweight and fashionable was higher than that of any other
ethnicity.

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Q22: Which Type of Colors Would You Prefer for These Products?
We found that this was consistent among the Likers, or those who liked the styles.

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Q17-20: Pricing Questions

This analysis produces five important data points
:
Point of Marginal Cheapness: The price where
the percent of respondents who think it is too
cheap is the same as the percent of respondents
who think it is getting expensive.
Point of Marginal Expensiveness: The price where
the percent of respondents who think it is too
expensive is the same as the percent of respondents who think it is a bargain.
Indifference Price Point: The price where the

percent of respondents who think it is getting

expensive is the same as the percent of respondents who think it is a bargain.
Optimal Price Point: Optimal in this sense refers to the fact that there is an equal tradeoff in
extreme sensitivities to the price at both ends
of the price spectrum. (https://en.wikipedia.
org/wiki/Van_Westendorp%27s_Price_Sensitivity_Meter)
Range of Acceptable Prices: The price range between the Point of Marginal Cheapness and the
Point of Marginal Expensiveness.
(information from http://www.qualtrics.com/in-

Point of Marginal Cheapness: $14.00

Optimal Price Point: $19.00
Point of Marginal Expensiveness: $24.00
Indifference Price Point: $20.00
Range of Acceptable Prices: $14 < $$ < $24

80

Q10+Q17-20: Pricing Compared to Those Interested in the Product

Point of Marginal Cheapness: $16.00
Optimal Price Point: $19.00
Point of Marginal Expensiveness: $26.00
Indifference Price Point: $21.00
Range of Acceptable Prices: $16 < $$ < $26
We found that the range of acceptable prices was higher ($16.00 - $26.00) with this group of respondents who were more interested in the product. This shows us that those who would be interested in
purchasing this type of product are more willing to spend more money on the product. The Optimal
Price Point remained the same at $19.00.

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Q10+Q17-20: Pricing Compared to Those Interested in the Product

Point of Marginal Cheapness: $16.00
Optimal Price Point: $19.00
Point of Marginal Expensiveness: $26.00
Indifference Price Point: $21.00
Range of Acceptable Prices: $16 < $$ < $26
We found that the range of acceptable prices was higher ($16.00 - $26.00) with this group of respondents who were more interested in the product. This shows us that those who would be interested in
purchasing this type of product are more willing to spend more money on the product. The Optimal
Price Point remained the same at $19.00.

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Q10+Q17-20: Pricing Compared to Those who Liked the Product

Point of Marginal Cheapness: $15.00
Optimal Price Point: $18.00
Point of Marginal Expensiveness: $24.00
Indifference Price Point: $21.50
Range of Acceptable Prices: $15 < $$ < $24

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Q23+Q15(2-8): Age Compared to Likelihood to Purchase

Age and Style graph is statistically significant.
<29p=.05
p=.22
p=.005
p=.001
, 30-39, 50-59, 60+.

Q23+Q38(3): Age Compared to Importance of Made in the U.S.

Age and Style graph is statistically significant.
<29p=.05
p=.22
p=.005
p=.001
, 30-39, 50-59, 60+.

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Q25+Q8(1): Race v. Importance of UV Protective Features in Deciding What to Wear

Caucasians ------ Asians (p=.004)
Caucasians ------ Hispanics (p= .023)
Caucasians ------ African Americans (p= .055)
Caucasian: 50.46
Asian: 65.5
African American: 62.0
Q25+Q38(3): Race v. Importance of Made in the U.S. when Purchasing Clothing
Caucasians ------ Asians difference (p=.001).
Caucasian mean: 7.0
Asian mean : 5.0
African American mean: 5.0
Hispanic mean: 6.1
Hispanic: 67.8

Q25+Q38(1): Race v. Importance of Fashion

when Purchasing Clothing
(p=.017) caucasians, asians
(p=.004) caucasians, hispanics
Caucasian: 6.4
Asian: 7.6
African American: 6.6
Hispanic: 8.2
p-value: these are all represented in the Sig.
column

85

Q23+Q15: Race Compared to Preference of Each Individual Product

Below is a table outlining each style in comparison with ethnicity. Means are in the 3rd column and
Standard Deviations in the 4th.

86

Q15: Likelihood of Purchasing Each Product

The overall means and standard deviations for each product (blue bar) are below.
Switch: mean: 5.3, Std Deviation: 3.00
Shood: 5.2, 3.16
Synch/swagg: 6.4, 2.84
Sol O: 4.3, 3.24
Sqape: 4.6, 3.25
Stole: 4.3, 3.18
Sol La La Tee: 5.5, 3.05
The means and standard deviations for the products rated by the likers (green bar) are below.

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Q23+Q15(1-7): Ethnicity v. Likelihood of Purchasing Individual Styles

88

BRAND NAME
Q21: What is Your Initial Reaction to the Brand Name Sol La La?
All respondents included had a mean score of 3.74 (1 is an F) graph is shown below.
Sample size: 523
5- 24%
4- 39%
3- 25%
2- 9%
1- 3%
Those respondents who scored 7 or above (Select IF) on Q15 as a composite score, rated the name
(Q21) a 4.1.
sample size = 121
SIGNIFICANT p-value .036

COMPETITION
Q12+13: Familiarity with Competition, and Awareness of Competitions Sun Protective Products
One question in the survey asked participants how familiar they were with different clothing brands.
The follow up question asked if they were aware that any of the indicated brands offered sun protective clothing. This chart shows the percentage of respondents who recognized not only the brand
but also that the brand offered sun protective clothing. Clearly, Columbia and LL Bean are the brands
that most respondents were familiar with and knew to carry sun protective clothing. (It is important
to note that this is just a surface look at the competition. See the Competition: Coolibar section of
book for more information)
r = .199
Q15 composite score 8.36
5- 45.5%
4- 27.7%
3- 18.8%
2- 7.1%
1- .9%

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BYU Advertising Research