The Fashion Consumer - Report on Consumer group

BA (Hons) Fashion Marketing February 2019

FSM 403 Marketing Research and the Fashion Consumer

Tutor: Dennis Maloney & Theresa Clark

Assessment 2 …Individual Project: The Fashion Consumer

Learning Outcomes: A1 A2 B1 B3 B4 C1 D3 D4

In this second assessment you will work individually building on the project completed for assessment 1. In recognising the various age ranges of the fashion consumer which have been established for the H&M retailer, Arket, Cos, H&M home, & other stories, Weekday. Monki, Cheap Monday and Afound. As H&M are strong drivers of the sustainable issue declaring that they will be fully sustainable by 2030 (BofF), how will the consumer respond to the issue of sustainability within the various market levels of H&M?

As a conclusion identify a missed opportunity for your chosen consumer segmentation within the H&M group, with a strong focus on sustainability in retail as well as online, using primary and secondary research.

Task:

Produce a strong visually exciting report of your chosen consumer group. Make recommendations for improvements to the area/range of product of your choice and how it is communicated within H&M retailer. Explain which group of consumers would be targeted and your reasoning.

· Identify the missing opportunity

· Illustrate through pen portraits and consumer profiling your chosen consumer segmentation

· Explain your reasoning for selecting the consumer group and missed opportunity.

· Discuss the consumer differences, pros and cons of your retailer.

· Why you think they are catered for or not and how this could be improved.

Conclude with your personal recommendations supported with primary and secondary research. You may use material used in class for a framework to present your work. This could also include surveys and staff interviews as primary research. Ensure you document correctly any data collected independently.

Word length: 2000 word report …Individual submission: 50% through turnitin…

Issue date: Week 5 19th Feb 2019 ….Submission date: 29th April 2019 (after break)

Grading Criteria:

A1 Demonstrate a broad knowledge of contemporary fashion marketing concepts and principles and an awareness of the contexts and environments within which fashion operates, including fashion organisations, markets and consumers.

A2 Evaluate a range of knowledge, theories, and methodologies related to fashion marketing and apply to a given brief.

B1 Show that you are beginning to apply critical thinking skills to research, analysis, synthesis, evaluation and judgement to fashion marketing with close tutor guidance.

B3 Demonstrate the ability to generate ideas, concepts, proposals, solutions or arguments independently and collaboratively with tutor guidance in response to defined contexts.

B4 Develop your ideas through to material/digital outcomes, for example images, boards, photographs, events and texts that are relevant to contemporary fashion marketing.

C1 Demonstrate the ability to source, navigate, select, retrieve and evaluate information from a variety of sources, in response to defined contexts, either individually or as a part of a team.

D3 Show that you are beginning to develop self-awareness, ethical values, openness and sensitivity to diversity in terms of people, cultures, business and environmental issues and can relate this to your own performance and within a team environment.

D4 Demonstrate the ability to communicate effectively in visual, oral and written forms to audiences in a range of situations.