In this conversation, Tommy John’s VP of Marketing, Eric Majors, shares how one small consumer insight can change the trajectory of a brand. For apparel and intimates brands competing in fast-moving categories, his message is clear: real consumer centricity comes from listening more than you speak.

Eric walks through how Tommy John approaches consumer insights, segmentation, wear testing, and voice-of-customer programs to understand what truly drives purchase, comfort, and brand loyalty in the apparel industry. Whether you work in men’s and women’s intimates, basics, athleisure, or DTC apparel, this interview offers an inside look at how a leading brand stays close to its customer.

Topics:

• Why consumer centricity starts with solving real pain points Tommy John built its business around everyday frustrations like shirts that won’t stay tucked or underwear that doesn’t fit quite right. Eric explains how that mindset still drives product and marketing decisions today.

• How apparel brands collect insights that matter From surveys, reviews, and CX feedback to in-store conversations and qualitative wear testing, Tommy John uses a multi-method approach to get closer to what consumers actually need.

• The value of motivation-based segmentation Instead of relying on age or demographics, the team looked at what motivates buyers: optimization, comfort, wellness, and the desire to be “1 percent better.” Eric explains how this segmentation informs product development and messaging.

• Why AI and dashboards can’t replace real conversations Even with AI, LLMs, and modern analytics, Eric argues that nothing replaces understanding the customer as a real person. Emotional stories and authentic feedback shape the way the brand communicates.

• How consumer feedback builds loyalty beyond product From life-changing comfort to solving daily frustrations, customer stories help Tommy John strengthen brand trust and long-term loyalty.