How To Know What Your Fashion Items Are Popularly Used For
Here’s a quick 4-step guide to easily identify what activities fashion products are popularly used for.
As a fashion retailer, merchandiser, or apparel manufacturer, it's not enough to just understand what your customers are buying - you NEED to also how they are using those products. This knowledge is key to optimizing product design, refining marketing strategies, and staying competitive.
In this article, I will be showing you how to identify what your fashion products are popularly used for.
Woven Insights' Consumer insights module gives you a high-level understanding of customers' perceptions about your fashion products, as well as those of your competitors.
By leveraging fashion retail insights tools like Woven Insights, the time taken for product, market and competitive research is reduced from days and weeks to minutes. The Consumer Insights module within Woven Insights makes it easy to analyze customer feedback at scale and identify how shoppers are using specific fashion products.
Here’s a 6-step guide to easily identify what activities fashion products are popularly used for:
Search for a Product or Category
To begin, you can search for a specific product, or similar product from competitors, that you're interested in. There's 4 different ways to search for a product on the Consumer Insights module - Keyword Search, Image Search, URL Search, and Image URL Search.
You can also narrow down your search to one or more brands/retailers whose brands you're interested in analyzing. These brands could be yours and/or your competitors.
For example, if you want to analyze a pair of activewear leggings by Fabletics, then simply enter the product name/category, image, url or image url into the relevant search bar.
Upon search, you will be able to find the item you're looking for, as well as other items that closely match it.
Explore Key Product Attributes
Once you select the product, Woven Insights displays the overall customer sentiment for that product, as well as a breakdown of product sentiment scores based on different attributes such as Comfort, Fit, Aesthetics, Price, Functionality, and so much more.
This initial overview provides insights into consumer sentiment, helping retailers understand how customers perceive the product.
Use the AI Assistant to Determine Product Usage
The most essential Woven Insights feature in this process is the AI Assistant, which allows users to ask preset questions about product.
By selecting the option “What are the top 3-5 activities for this garment?”, the system scans and analyzes customer reviews to extract insights on how the product is commonly used, within seconds of clicking it.
For example, based on our analysis of the Define High-Waisted Legging by Fabletics in the screenshot above, data reveals that:
- 23% wear them for Yoga
- 19% use them for casual wear
- 3% of customers use them for day-to-day activities
- 3% of customers use them for working out
These insights will help your fashion business prioritize design improvements and refine marketing messaging to align with real-world usage.
Verify Insights with Customer Reviews
If you would like to cross-check the AI-generated summary, Woven Insights provides a filtered view of customer reviews focusing on specific product attributes.
By selecting the “Functionality” filter, you can quickly scan through reviews that mention how the product is being used.
As seen above, upon filtering by functionality, we see some reviews like:
- “Slimming and super comfortable for working out or out shopping”
- “These are my favorite pair of leggings to run in”
- “I can work out in them or wear them out with friends”
- " I really like them for lounging, yoga, and more lower-endurance exercise."
This review-based validation ensures accuracy and contextual understanding of customer feedback.
Why This Matters for Fashion Retailers and Merchandisers
Understanding how customers use a product allows fashion businesses to:
- Refine Product Development – If leggings are primarily used for running, manufacturers might prioritize sweat-wicking materials and enhanced durability.
- Optimize Marketing and Messaging – If the primary activity associated with a jacket is hiking, brands can highlight water resistance and breathability in their marketing campaigns.
- Improve Inventory Planning – If certain features are more important for specific activities, events and seasons, brands can adjust production and stocking strategies accordingly.
- Enhance Customer Engagement – By aligning advertising and product descriptions with real customer usage, brands create more compelling content that resonates with their audience.
Conclusion
With Woven Insights’ Consumer Insights module, fashion retailers and apparel brands can leverage AI-powered analytics to make data-driven decisions. By understanding how customers use your products, you can enhance product performance, optimize marketing strategies, and stay ahead of market trends.
