Grey House England is an eco-friendly fashion studio, founded by Charlie Evans in August 2014 with the help of De Montfort University. Grey House’s first product is a woven cardboard backpack which is both durable and waterproof.
The backpack won Silver at the Star Pack Awards 2015 and has attracted a lot of attention from both local and national press including an article in the Economist. As with many truly ground breaking products, understanding both the backpacks place in the market and value to the customer is a challenge.
We worked with Grey House England to help them better understand their market. This included showing them how to access secondary data and how best to conduct primary research that was useful in the real world. Together we worked to create a customer profile and to undertake competitor analysis.
The research revealed that many customers are willing to pay more for bags than was originally anticipated and that the principles of innovation, sustainability and UK manufacture make Grey House England a brand with the potential to be highly sought after.
Manufacture of Grey House England products is due to commence shortly details about the product can be found here.
Steve helped me conduct market research and more importantly apply it to my business in a practical way. It surprised me to learn just how much money is spent on bags and accessories in the UK and knowing this has been a confidence boost. I now better understand where my products need to be sold, how to sell them and at what price.