Are Strip Down Versus Lifestyle Embellished Visual Concepts Prudent or Imprudent: Implications for Concept Test Design

The development of innovations is a company’s lifeline to a successful future. However, the rate of new product failures is alarming. Companies are faced with important decisions regarding which new products should be launched. The purpose of this study is determine if a stripped down concept formulation generated different reactions from respondents that did a lifestyle embellished visual concept formulation in a concept test for an innovative lifestyle brand. Fifty participants answered questions regarding a set of t-shirts with catchy sayings, designed specifically to fit college lifestyles. The embellished version produced higher scores in how participants thought the new t-shirts reflected who they are and how the t-shirts can fit in situations similar to respondents. Our recommendation to companies is to use an embellished concept test when marketing lifestyle products. Adding more detail to the concept test can help consumers visualize how the new product will fit with their lifestyles.