Marketing
Research
Fundamentals of Market
Research
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The action or activity of gathering information about
consumers' needs and preferences.
Market research involves two types of data:

Primary research: this is research you compile
yourself or hire someone to gather for you.

Secondary research: this type of research is
already compiled and organized for you.
Examples of secondary information include
reports and studies by government agencies,
trade associations or other businesses within your
industry. Most of the research you gather will most
likely be secondary.
Sales Research
A
type of marketing research in which
evaluations are made of previous records to
recognize sales trends.
 Companies look at rising sales identify
developing trends and declining sales show
what fashions have passed their peak.
 Weak sales indicate fashions that are not
meeting consumer demand.
Consumer Research


Consumer Research: a type of marketing research
that investigates the driving forces behind consumer
behavior, consumer psychology, and purchasing
patterns.
Types of Consumer Research
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Surveys by telephone or mail to determine income
levels, lifestyles, fashion preferences, and shopping
habits
Consumer focus groups to discuss aspects of shopping
satisfaction and the pros and cons of currently offered
merchandise
In-store informal interviewing to assess what customers
like and dislike and what they want but cannot find
Comparison Shopping
 Comparison
shopping is most commonly
used as personal research.
 A type of marketing research that
evaluates current popular styles, by
looking at fashion magazines, celebrities,
and “street” fashions.
Fashion Forecasting

A fashion forecasting predicts colors,
fabrics and styles that will be presented
on the runway and in the stores for the
upcoming seasons.
Textile Designer
 Creates
new patterns or designs on fabric
 Or redesigns existing ones
 Surface designs: applied to the fabric
 Structural designs: woven or knitted into
the fabric
 Knowledge of computer, fibers, dyes,
finishes
Textile Colorist
 Decides
on combinations of colors
 Computer or paints/paper
 Knowledge of fibers and dyes
Textile Stylist
 Coordinates
actions of textile designers
and colorists
 Works with the customer and the
manufacturing plant
 Skills: organization, communication, wellrounds
 Knowledge of all processes in textile
production
 Well paid; must gain experience
Assistant Stylist
 Communicates
with textile production
plant
 Clerical duties for the stylist
 College degree required
 Work their way up through the system
Fashion Trends
 The
direction of movement of public
acceptance of color, texture, and silhouette in
fashion. A style that is hip or popular at a
particular time.
Fashion Services
A
company that provides services like
trend & color forecasting, market analysis,
design concepts & design
documentation etc. for manufacturers.
Examples of Fashion Services
 Doneger
Creative Services
 Promostyl
 ESP Trend Lab
 Carlin International
 Here and There
 Trend Union
Color Services
 Industry
professionals who meet twice a
year to pool their knowledge of color
cycles and preferences and to project
color trends for the future.
 Color services will send out yarn or swatch
samples to designers.
Examples of Color Services
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Standard Color of Textile Dictionnaire
Internationale de la Couleur
Pantone, Inc.
International Color Authority
The Color Box
The Color Marketing Group
Concepts in Color
Huepoint
Color Portfolio, Inc.
Trade Publication
 Is
a magazine or website published with
the intention of target marketing to a
specific industry or type of trade.
 Example:




WWD
VMSD
DNR
NRF Brief
Consumer Publication
A
publication whose editorial content
appeals to the general public.
 Example:

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Vogue
GQ
Elle
In Style
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