Generation Z - Identifying the Fashion Consumer

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. You will need to produce a presentation of 5 slides and report of your research involving text summarising your findings and visuals.

Task:

Produce a report and power point presentation of 5 slides as a summary to your report of your chosen retailer. Make recommendations for improvements to the area/range of your choice and how it is communicated within your chosen retailer. Explain which groups or ‘tribes’ of customers would be targeted.

· Identify three retail stores of your chosen retailer with contrasting demographic and geographic appeal. In addition select one competitor of your own choice from the same market place

· Select one department within the store as your comparison. Note the Oxford Street branches are not to be used for this assessment.

· Explain your reasoning for selecting these locations and the product area/department.

· 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 and a 5 minutes presentation …Individual submission: 50% hard copy through turnitin…

Issue date: Week 5 19th Feb 2019 ….Submission date: 9th April 2019

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.