Research Sources
Primary Sources:
- Experiments
- Field Study
- Surveys - Questionnaires/Interviews
- Prototypes
Secondary Sources:
- Literature review - Books/Journals/Research papers
- Case Study - News/Products/Practices
Michael Kors,
'Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low - everything from couture to target'.
Trend Research Analysis:
Pestled/Brand/Consumer/Competition/Media/Product
Types of trends
Long term:
- Political - Sociocultural - Environment - Economy
- Technology - Demographics - Legal
Short term:
- Brand - Competition - Product - Consumer - Media
Trend timescales
Megatrends - Impacts of climate change
Socio-cultural trends - environmental
Consumer trends - youths start to rethink consumption
Behavioural trends - green packages e.g. unpackaged shopping
Solutions & products - reusable shopping bags
Dominant mega trends:
- Globalisation - Digital - Health & wellbeing
- Environment
Long term trends
Social:
- Ageless society - Body perfection - Networked society
- Personalisation - Globalisation/homogenisation
Technology:
- Moblie/mobile payment NFC - Personalisation
- Ecommerce - 3D Printing
- Price comparison/reviews - Click and collect (ASOS)
- QR codes - Social media
- Wearable technology - Interactive retail
- Apps - Live participation
Environment:
- Environment/globalisation - Closer to market
- Faster: reduce lead times - More flexible: customisation
Short term trends
Consumer:
Street -> Celebrity
Competition:
Catwalk -> In store -> Visual merchandising
-> Advertising/Promotion
Media:
Print -> Film/TV -> Music -> Photography -> Art
Products:
Colour -> Materials -> Prints -> Patterns -> Design
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