NEW YORK — Expanding its capacity to provide consumer research, NPD Group has acquired STS Market Research, whose AccuPanel of consumers will enable NPD to provide fashion purchasing data about a group of people whose members remain the same over time.
Terms of the merger agreement, completed Friday, were not disclosed by privately held Port Washington, N.Y.-based NPD. The STS name has been retired and the former company's offices in Cambridge, Mass., will operate under the name NPD.
The AccuPanel findings are seen by NPD as a complement to its own online panel of 2.5 million consumers, whose participation in polls varies over time, said Leslie Singer, vice president of corporate communications at NPD Group.
"It gives us the ability of focusing on individual consumer behavior and wardrobe-building," Marshal Cohen, chief industry analyst at NPD Group, said of the AccuPanel research. "When you put it together with our information about group consumer behavior, you get [more] of the answers."
In addition to tracking individual purchasing patterns, the AccuPanel research can be applied to such strategic planning purposes as analyzing customer loyalty and tweaking merchandise assortments.
Three of 16 former STS executives have been named to new posts at NPD. Arthur Spar, former chairman and chief executive officer of STS, has become vice president of NPD Fashionworld; Carol Parker, president and chief operating officer of STS, is now AccuPanel director for NPD Fashionworld, and Susan Merrill, former senior vice president of marketing at STS, has been named NPD's director of client development.
The remaining 13 former executives of STS will continue with NPD, Singer said.
NPD Group claims more than 1,400 clients in the retail and manufacturing fields and, since 1967, has provided its clients with consumer research in various business segments, which now number 18, including apparel, beauty, consumer electronics, footwear, music, video games and wireless.
Alberta Ferretti's "Rainbow Week" sweaters are back. The designer closed her #MFW show with a few day-of-the-week sweaters, which first debuted on the catwalk last January as part of the pre-fall 2017 collection. #wwdfashion (📷: @delphineachard)