The Dress Test

dress test

The Dress Test proves the impact of bbc.com's quality environment and valued content by measuring perceptions of fashion advertising appearing on the site. 


In two separate studies, consumers in France and Italy were split into groups depending on which websites they regularly used, then exposed to fashion advertising on bbc.com and two competitor sites. In France, those sites were yahoo.fr and radiobfm.com. In Italy, they were it.yahoo.com and tg.com.


 

Key results 

  • Groups were more likely to put a higher value on the same items of clothing when the ad was placed on bbc.com compared to the other websites. In Italy, bbc.com users valued items 78% higher than those exposed to the ad on a competitor website while in France, the increase in estimated value was 190%.
  • Users were more likely to agree with positive statements about the clothing if they saw the ad on the bbc.com.  This was particularly so amongst luxury purchasers.
  • Users of bbc.com were also more likely to agree with positive statements about the bbc.com website environment.

 


Source: The Dress Test, Toluna, France and Italy, 2009. n=1,100 

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