Market Research Fast Fashion

II. Over the past few years, fast fashion has been an extremely hot segment and source to help some clothing companies increasing on their economic growth.

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

To cite this document: S.G. Hayes, Nicola Jones, (2006),"Fast fashion: a financial snapshot", Journal of Fashion Marketing and Management, Vol. 10 Iss: 3 pp. 282 - 300 Permanent link to this document: http://dx.doi.org/10.1108/13612020610679277 Downloaded on: 07-08-2012 References: This document contains references to 40 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 10511 times since 2006. *

Hbswk.hbs.edu. 2005. Zara's Secret for Fast Fashion - HBS Working Knowledge. [online] Available at: http://hbswk.hbs.edu/archive/4652.html [Accessed: 25 N

Similar to another one of my sources, this book also gives illustrations as well as information on fashion styles, well known fashion events and movements, as well as notable designers of the 20th and 21st centuries. It also gives us a perception of the social influences of fashion. Along with that, it brings about the commercial side of the fashion industry, but my focus on that will be about how certain brands came to be. It provides information about how certain fashion trends went from the catwalk, to the sidewalk. This ties down and goes back to the idea about how fashion trends evolved or become a movement.

Our target market includes socially and eviromentally awere middle to upper class teenages and young adults, aged 14-25. These are people who see fashion as way to express themselves, to both set them apart from the maintream but also to connect with other like them. In addition, their easy access to information on issue like climate change, pollution, and the exploitation of lower class workes have put pressure on them to become more concious and more resposible shoppers. Since the majority of teenagers and young adults are not awere of the negative aspects of

‘Fashion industry is characterised by short product life cycles, volatile and unpredictable demand, tremendous product variety, long and inflexible supply processes and a complex supply chain.’

Sampling involves selecting a subset of elements from the population. In this case, Stratified Random Sampling, and Simple Random Sampling plans are compared as data collection methods for a sample that a researcher would consider using for a business survey for a marketing/advertising campaign. Simple Random Sampling is a sampling procedure whereby the researcher defines the target population and then selects a sampling frame from the population. He then selects individual elements within the sampling frame with each element having an equal probability of being chosen.

Fourth, although many recent studies have applied Aaker 's brand personality scale (BPS), the big five (2002), to measure brand personality, the study suggests that the BPS may not be practical to apply to fashion brands since personalities can overlap. For example, it is not as simple only putting women on a sophistication scale and men on a ruggedness scale. The findings show that the individual’s personality is important, not only gender. A male respondent like Jo is more fascinated by fashion brands than a female respondent like Pin.

Caroline Le Bon’s Fashion Marketing and Harriet Posner’s Marketing Fashion, defines fashion marketing and its elements. Fashion marketing and advertising is the process of analyzing, developing and marketing current fashion trends to satisfy consumer needs. Both or the readings discuss the role of marketing in the fashion industry and its differences to marketing other products. Fashion products are often trended items, temporary items based on design color, fabric and pattern. Le Bon and Posner elaborate the differences in advertising fashion products and advertising classical items. The contemporary fashion industry has confronted many changes because of globalization, the development of new distributions channels, ethical considerations and price sensitivity. Fashion managers must learn about, anticipate and understand the behaviors of their consumers using marketing tools in order to help them react, adjust or revise their attractive fashion products so that they can encourage and stimulate consumers’ desires and improve financial performance. (Le Bon, xvi) Both readings discuss how critical it is for fashion brands to develop a strategic marketing plan and effectively implement it. Caroline Le Bon’s thesis is to discuss the importance of the fashion industry and fashion’s diffusion process along several trends and products each season. She highlights the influences and different elements of a fashion marketing mix. Harriet Posner’s thesis is explain theoretical concepts

These constitute only a very few of the questions that marketing executives are trying to discern about you, in order to create the type of fashion retail brand that gets you hot under the collar and itching to go shopping. Of course, you instinctively know that fashion retailers like Primark and Gucci are a world apart (not counting the ironic title of ‘Primani’ that has now been applied to our most ubiquitous of high street retailers…). But do you know precisely who these companies are targeting in an attempt to increase footfall through their doors? Are YOU a marketing goldmine for fashion retailers?

Many people buy cheap clothes from chain clothing stores, like forever 21, H&M, and Zara. Although these clothes are cheap, these clothes have a big backstory before they get to the stores. They have lots of reasons why these clothes are so cheap. There is a term for clothes that are made from overseas, by workers who are paid less. It called Fast Fashion, fast fashion are clothes are cheaper and are usually low quality (Ojiala). Fast fashion has been developing over the past two decades(Pagotto). Many of the brands that support the fast fashion trend release 18 collections a year (“Cris in Our Closets”). The Fast fashion industry provides marketplaces with inexpensive clothes for most young women (Luz).

Apparels are significant commodities describing the person. They are essential as they reveal the real-personality and attributes. They are necessary items required by all. If you plan to have elegant apparels closely representing trendy developments of fashion then, you need not hunt anywhere except of LookBook store. This online shopping portal is available to serve its clients since 2009. They are dealing in an exquisite collection of fashion apparels prepared to provide extensive comfort and stylized look. They deal in a wide variety of clothes and other fashion accessories resembling the new trends. This boutique-store grew very fast on eBay and today is amongst the renowned dealers

How often do you purchase new clothes for yourself? How much do you willing to pay for it? In recent year, the business model of Fashion & garment industry was changed to “Fast Fashion”, consumers are looking for high quality design clothing at lower prices. Therefore, more and more fashion brands understood customer needs then produce chic and aesthetic product with inexperience pricing. Most of the brands also concerns that the product lifecycle in fashion area is short, especially seasonal cloths with maximum three months only. Nowadays, “fast fashion” brand business growing is yearly increasing as well as the brand awareness.

The brand for years has been used as a means to differentiate and specify the goods of one producer of the goods of another. Ambler (1992) defines the brand as "the promise of the packages of attributes that someone buys and provides satisfaction." The attributes that make up a brand can be real or deceitful, rational or emotional, tangible or invisible.