Case Study

Beyond Basic Needs: Exploring the Multi-Dimensional Nature of Consumer Needs in the Apparel Basics Category

Published August 2025

Insights from Langston’s athletic apparel study.

Inside the Report

A one-dimensional look at a consumer need doesn’t tell the whole story.Consumer needs are multi-dimensional. 

By asking deeper questions like “Is this need being met?” or “Are people willing to pay for products that satisfy this need?” or “How much effort does it take consumers to solve this need today?” you can hone in on the most pressing needs for consumers with the greatest potential for return.

In this report, we explore nine consumer needs in the apparel basics category across six dimensions. In this analysis we aim to uncover which of these nine needs holds the most untapped potential for a wide variety of category shoppers.

What We Found

The #1 need in the apparel basics space that is common, unmet, and here to stay for a variety of shoppers.

Staying comfortable can mean different things for different shopper segments.

To stay comfortable, shoppers have to buy and wear multiple layers, check the weather, and change outfits during the day.

What this Means for Brand, Strategy, and Insights Teams

Segment-Driven Strategies with Life Lenses

Our proprietary Life Lenses typing tool reveals how segments like Image Architects, Self-Care Champions, and Practical Minimalists define and solve for comfort.

Download the report and learn:

  • The underlying values and motivations behind each segment

  • How they express their need states

  • Where the biggest product and brand opportunities lie

Market Gaps and Willingness to Pay

This isn’t just a wish list. Consumers are willing to spend to solve these unmet needs, especially for products that provide comfort, ease, and style that matches their identity. Across all segments, consumers express a strong willingness to pay for apparel that solves real, felt needs. For some buyers, comfort isn’t a luxury, it’s a daily requirement. And yet, most brands still default to function or style, missing the deeper emotional and behavioral drivers that influence what people wear.

Six Dimensions of Consumer Demand

Go beyond the basics. This multi-dimensional view of consumer needs explores:

  • Metness

  • Willingness to pay

  • Staying power

  • Behavioral effort

  • Brand delivery

  • Segment relevance

Meet the Segments: Life Lenses

Langston’s original research explores expectations in the apparel basics category, revealing that shoppers are hungry for solutions that do more than just fit well - they must fit their lifestyles.

At the heart of the analysis is Life Lenses, Langston’s proprietary segmentation framework. With 24 distinct psychographic segments, Life Lenses helps brands and marketers understand not just what people do, but why they do it to help enable smarter, more resonant strategy. 

You can learn more about the Life Lenses segmentation and download our free Meet the Segments report with detailed insights about each of the 24 types of consumers. The report includes information about how each segment is defined, what percentage of shoppers fall into each segment, and insights on how brands can reach and activate them.

Let’s Talk

This report highlights a focused set of insights from a much broader and data-rich exploration of consumer behavior in the US. It draws from Langston’s original research, which surveyed over 5,000 U.S. respondents aged 18-84. We absolutely love talking about this stuff. If you're curious to learn more about the study — or explore how Langston can help bring you closer to your consumers — we’d love to connect.

DISCLAIMER: We base our research, recommendations, and forecasts on techniques, information and sources we believe to be reliable. We cannot guarantee future accuracy and results. The Langston Co. will not be liable for any loss or damage caused by a reader's reliance on our research.

More insights, more data. Download this study to learn more.

In order to conduct unbiased and objective research, this study was privately funded by The Langston Co. We did not receive endorsement or financial support of any kind from any third party.

Thanks for taking time to read our research. With questions, comments, or suggestions about this study, please contact us at contact@thelangstonco.com.