Vanity Fair Licensed Sports Group sends Study Hall shopping; consultancy to conduct in-market shopper behavior ethnography

Vanity Fair Licensed Sports Group, a division of global apparel and footwear giant Vanity Fair Corporation, has retained Study Hall for in-market ethnography and shopper behavior research with male shoppers.

In order to better understand the shopping, purchase, use, and storage behaviors of the male branded team apparel buyer, Study Hall will conduct a series of in-home, on-site, in-store and in-venue shop-alongs, interviews and ethnographic investigations. The research will focus on key drivers of purchase behavior and key trends in the ever-changing team sports apparel sector.

Addressing this research, Rob Iles (Partner, Managing Director – Study Hall) said: ‘Vanity Fair’s Licensed Sports Group represents a range of exceptional brands and products and is a strong and visible part of Major League Baseball and other professional and collegiate sports. We are very pleased to be selected for a study of this magnitude for this important brand and their brand team. Iles added ‘As the landscape for team-branded and other sports apparel grows increasingly crowded, it will be critically important for brands like Vanity Fair and Majestic to have a very clear understanding of how the male buyer shops, what his habits and preferences are, and where brand team apparel fits into his overall wardrobe and dressing habits. We look forward to this very detailed ethnographic research and its implications across a range of important areas for the Licensed Sports Group.’

Vanity Fair is an $11 billion apparel and footwear powerhouse, with an incredibly diverse, international portfolio of brands and products that reach consumers wherever they choose to shop. With Vanity Fair’s expertise in both the art and science of apparel, the company has built a sustainable base for continued long-term success. To learn more about Vanity Fair or about the Vanity Fair Licensed Sports Group, go to

Study Hall Research is a full-service custom marketing research consultancy, providing a wide range of research services to clients in retail and related sectors, including product development & evaluation research, shopper behavior studies, in-store customer experience evaluations and a host of other retail research. To learn more about Study Hall’s significant retail-related research–or to request case studies for any of our broad range of client categories–contact us at 813.849.4255, x203 or via our website at