Research and Evaluation Students Work with Justin Boots

This Semester, Dr. Julie O’Neil’s Research and Evaluation Class is conducting a study for Justin Brands Inc.  Justin Brands, located in Fort Worth, is a blanket corporation that incorporates five different footwear brands including Justin Boots, Tony Lama Boots, Nocona Boots, Justin Original Workboots, and Chippewa Boots.  Justin Boots is using Dr. O’Neil’s class to conduct research for them concerning boot trends.  Dr. O’Neil explained that her class of 20 will be working with Justin Boots to better understand how they can market to women ages 18-25 who belong to what they coin the "contemporary emulators" group. These are people who enjoy the ambience and fashion of western apparel and who tend to like "red dirt" music.  Over the semester the students will take trips to Justin’s corporate head quarters and popular western locations like Billy Bob's Texas located in Fort Worth’s Historic Stockyards.  TCU’s President of PRSSA and member of Dr. O’Neil’s class, Tiffany Rogers commented on her experience in the class, “This has been a really interesting and interactive project.  It is also a great opportunity for us to work with such a respectable and local corporation.”  Justin Boots will use the information from the students to better understand shopping habits and develop business strategies for the following year.

_By Tassie Munro