Research for Ukrainian Sportswear start-up ENCHI. The brand that loves its customers and understands their needs. ENCHI creates comfortable, high-quality, and beautiful sportswear. ENCHI is a brand that wants to preserve the comfort of professional sportswear but meet the needs of Ukrainian customers in terms of both aesthetics and design diversity.

Overview

The ENCHI brand exists in a world where there are sportswear giants such as Nike, Adidas and Puma. Their clothes are comfortable and of high quality, but there is a lack of design variety. On the other hand, there are many local brands in Ukraine whose designs are diverse but have quality and comfort drawbacks. In addition, Ukrainian women have a special request for sportswear design - to be feminine.

Our role

This research conducted in several directions. First, it aimed to outline the target audience and determine their real needs and pains. Also, we investigated the process of sportswear selection and consumer demand for the aesthetics and practicality of sportswear. In addition, we explored methods and strategies for successfully selling sportswear through Instagram.

This research had 4 aims:

• Outline and segment the target audience
• Describe how the target audience pick out and buy sportswear
• Find the key parameters for choosing sportswear
• Answer how to sell sportswear via Instagram

Project name: Research for Ukrainian Sportswear start-up ENCHI
Location: Ukraine
Client: ENCHI Sportwears
Designer: Anastasiia Unhur and Olena Dyomina
Year 2021