G-STAR RAW x Secret View

Innovation and sustainability in the fashion industry

Founded in 1989, the Dutch fashion brand G-STAR RAW has built a reputation for its innovative denim designs and sustainable production methods. With stores worldwide, G-STAR is setting the standard in the fashion industry. Not only can you find their iconic G-STAR RAW jeans, but their stores also offer jackets, sweaters, T-shirts, and much more.

Our mystery shoppers started the customer experience research in October 2024 across all G-STAR RAW stores in Europe, covering the Netherlands, Germany, Austria, France, Spain, and Belgium. By conducting research simultaneously in six countries, G-STAR RAW gains a comprehensive understanding of its international customer experience performance. The brand aims to provide a consistent and positive shopping experience, and these insights will help them make significant progress toward that goal!

This research focuses on the complete customer journey, from entering the store to checkout and farewell. Key aspects include how employees interact with customers, the quality of advice, and product knowledge. However, we’re not just evaluating the standard customer journey. Our shoppers also assess the store’s overall concept, including its atmosphere and presentation. They look at questions like: 'Was the store interior clean and tidy?' or 'Did the window display create a well-maintained and inviting impression?'. This way, we assess not only direct customer interactions but also unconscious impressions, which are just as crucial to the overall experience.

G-STAR is building the customer experience of the future

With the insights from the mystery shopping research, G-STAR continuously improves its stores. Whether it’s new product launches, store layouts, or employee training, the focus is always on creating a customer experience that truly represents the brand.  

Pascal Boer, Head of Retail Europe at G-STAR, shares:

"The customer experience research by Secret View helps us gain the insights we need to make an impact. It shows us exactly where we can improve to communicate our brand message even more effectively. For us, this is the most realistic tool to elevate the in-store customer experience to the next level."  

In our dashboard, everyone at G-STAR—from store employees to senior management—has access to the insights they need. This allows them to highlight strengths and address areas for improvement. "The user-friendly and detailed dashboard provides us with the insights needed to truly understand our customer experience. We want to know why a customer is satisfied or less satisfied and use that knowledge to continue growing—both as a brand and in our relationships with customers."

Want to improve the customer experience in your stores with mystery shopping?

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