Start with the outfit job, not the SKU
Use Jobs to Be Done to frame an apparel purchase around the customer's progress, not the product category.
The move: name the progress the customer is trying to make before you defend the product. Fashion teams often talk in category language because that is how plans, inventory, and reports are organized. Customers do not shop that way. They shop from a situation: first day back in office, holiday party with coworkers, school pickup in the rain, wedding weekend with carry-on luggage, or a body-change moment where old clothes no longer feel like them. Jobs to Be Done gives you a practical lens: customers hire products to make progress in a circumstance. For apparel, that job usually has three…
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