Outlet stores double as marketing lab. (Haggar Clothing Co. circulates consumer questionnaires from its outlet stores)

Daily News Record, July, 1997 by Gellers, Stan

The Hagger Clothing Co has been using its outlet stores as a marketing research tool. Haggar has distributed about 10,000 surveys to its outlet customers to learn of their lifestyles, tastes, and opinions, and these surveys include questions pertaining to personal data as well as to merchandise and sales assistance. Ron Batts, head of Haggar Direct and vice-president of retail, stated that Haggar uses the surveys for the operation of its outlet stores and for its non-outlet business.

The Haggar Clothing Co. has the equivalent of an on-site research source right in its own chain of 40 outlet stores.

This was one of the missions that the bottoms giant outlined when its factory store division, Haggar Direct, was created two years ago. Today the stores operate in 21...

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