Generation Z - Identifying the Fashion Consumer

STUDENT NAME:

MODULE CODE:

FSM403 – Marketing Research & The Fashion Consumer

ASSESSMENT COMPONENT:

A2 Individual report Report (50%)

DATE OF SUBMISSION:

LEARNING OUTCOME:

0-10

11-29

30-39

40-49

50-59

60-69

70-79

80-89

90-100

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 organizations, markets and consumers.

X

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

X

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.

X

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

X

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

X

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.

X

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.

X

D4 Demonstrate the ability to communicate effectively in visual, oral and written forms to

Audiences in a range of situations.

X

Gen Z....

Although you have written about Generation Z you have not applied a chosen product area and how this would be applied and used within the context of the sustainability issue. Your submission has been greatly compromised by the lack of attendance. You would have benefited from the number of visits from academic skills to class and the open visiting aspects of this department. This would have helped you with structure and application of report writing.

The lack of visuals is of concern that no primary research has taken place.

You have not carried out a questionnaire survey to attempt to understand your Gen Z consumer and their shopping habits and behaviour towards sustainability.