Course: Introduction to Fashion Marketing and Research

Understanding how existing customers would like to see your brand evolve, and gaining insight into consumer spending when it comes to fashion needs and wants is crucial information in the …

In addition to conducting their own fashion trend forecasting, fashion brand companies often subscribe to fashion trend forecasting services. Some of these forecasting services cover a broad range of fashion …

A number of organizations and companies provide color forecasting services, and in this step, you will learn more about the International Colour Authority (ICA) and The Pantone Color InstituteTM. Who …

When color trends in apparel, accessories, or home fashions are reviewed over time, it becomes clear that certain colors appear frequently in the fashion cycle. Staple colors With apparel, colors …

Using techniques adapted from applied anthropology, ethnographic research allows marketing researchers to be “participant observers” of their customers in their “natural environment.” With this technique, the researcher strives to understand …

Consumer research provides information about consumer characteristics and consumer behavior. As previously noted in the section on Market Analysis, some forms of consumer research study broad trends in the marketplace. …