The Fashion Dynamics Exhibited in the UK - Essay Example

Research Proposal Research Proposal The research focused on the fashion dynamics exhibited in the UKwith particular attention the trends in London. The city is one of the fashion trendies in the state with a greater part of the customers investing in various types of fashions as they trend into the market. Specifically, the research sought to identify and establish a linkage between the youthss and the trending fashions. The students also targeted the results of the research at assisting themselves in planning and design of marketing strategies for their prospective apparel products. Furthermore, through the research, the students managed to identify and analyze the basic scopes of their targeted customers. The research design drew from the theme of the products the students intended to sell. Introduction Before the commencement of the research, the students analyzed the theme context of the prospective products. The analysis encompassed several dimensions. Firstly, there was an identification of the types of products to sellable to the target customers. The second dimension encompassed the designation criterion of the product to suit the customer’s taste. The third dimension encompasses identification of the price standards for the designs. Finally, there is the dimension of presumed product’s lifecycle within the supply chain. Therefore, in setting the product’s theme, identification, analysis and description of the target customers is critical for the business before initiating the intervention. Problem Statement Having established the study theme for the product, and with sufficient literature reviewed on the fashion trends in the entire country with special emphasis on the city of London, the students the researchable question becomes known. From the foregoing sequences of events in the fashion and apparel industry, the researchable problem statement becomes: How can there be an enhanced reach-up among the youths bracket customers with fashion and design trends in London? Research objectives There were four objectives of the study. 1. To find out the customers taste of fashion in designer wares among the youths in London. 2. To establish the link between social background, fashion trends and demand among the youths in London. 3. To determine the influence of religion on fashion taste and demand among the youths in London. 4. To understand the gender disparities in fashion selection and demand among the youths in London Methodology The research employed a wide range of methods in data collection. The methods differed according to convenience, region and information required. The data collection methods used included respondents’ interviews, administration of questionnaires, observation, and surveys. Therefore, the research involved either informants, respondents or self-acquisition of data. Findings and Analysis During the research, the students amassed much information. The information was to act as an important prerequisite to individual planning and design for management of fashion trends. The study of how culture could influence trends in fashion was particularly important in assisting the students understand how variations in cultures could affect initial fashion and apparel industry and or venture management. It also enlightened the students on the importance of cultural appreciation of one’s diversity and variation. The research assisted in dispelling any form of unclear understanding of age influence on fashion trends within any country or region. From the research, the students that age determine fashions differently depending on regions, races, religion and social status. Determining the distribution of fashion stores in London provided an insight on the levels of competition and likelihood for competition among business people dealing in fashion and apparels. For any student who would wish to establish a fashion store after school, this could have acted as an important baseline for gauging the risks and opportunities linked to the venture. Fashion exhibition centres are imperative in creating awareness among prospective customers to the fashions undergoing designation. As such, it was imperative that the student get to acquire the statistics of such exhibition centres and their physical and or regional distribution across London. Besides, understanding the different seasons during when such exhibitions occur was also key to in understanding when to have customer influx within the stores and when their low sales’ seasons could crop in. To establish the strength of the theme of a product in fashion trend, the London research involved a series of analyses that culminated into the conclusion of the applicability of the theme under presentation. When students critically analyzed both current and prospective customers about their current in prevailing products, over 90% of the respondents pointed to the need for products that are up to their taste other than those up to the taste of the sellers. Analysis of the available products in the stores as well as those under exhibition strongly pointed to the link between customers’ taste and the products. Whatever fashions were in the stores were inclined to what the majority of the respondents would wish to have. Besides, the price system of the products also depended on several factors that revolved around customer preference, capability and demand. For instance, the price setting of any jacket in the fashion stores depended on the demand, and the customers’ ability to pay for the same. The students also noted the cyclic or linear channel that a product is likely to go through during its passage through the supply chain to be a critical determinant to its demand and preference from both prospective and current customers. For the theme of a product, three ingredients emerged as outstanding. For the fabric, there was a unanimous suggestion that transparent, and fine textured apparels could pop the market. These were to include materials of leather, cotton and polyester origin. Ladies would lead in preference for the transparent clothing fabrics as compared to men. For the colour, bright and toned colored were preferred in the design. According to the research findings, the target was to be the of women’s preference. However, a little of dull colored apparels could do, especially for the male target. Bright colored clothing would mostly target the women and ladies with only a few or no men expected to have interest. The students proposed, after the research, assignment of the silhouette to trendy and simple fashions. These shall include more of casual and semi-casual wears as compared to formal wears. Rom the research findings and analysis, the students noted precisely that their target customers in this fashion business would majorly be the youths aged between adolescents and college level. There would not be any biasness regarding sex difference meaning that the market reach-up shall target all the youths within the stated bracket regardless of their sexes. As for the lifestyle, the target group would be those within the bracket of middle income to high income with biasness on the low-income individuals. They should be those who are comfortable pursuing the modern lifestyle without strain. As such, the business would have biased focus on the medium to high-income neighborhoods. Certain religions may not allow free will of clothing style meaning that the target would be those religions that do not restrict their believers on dress codes and fashions. For example, for the Muslims who prohibit exposed hairs among women, it would be much economical to target them with such fashion designs. Moreover, regions that are dismally poor and economically marginalized shall not be a target by the fashion designed. Biasness attributed to regional diversification most likely emanate from the fact that their main determinants include social status and physical characteristics. For instance, the leather jackets and tight jeans may have significance in hot weather regions. From the research findings in London research, the students established a concrete list of the apparel products that their prospective customers are most likely to buy. The products included tight jeans, leather jackets, denim jackets, supra shoes, and wristwatches. The research finding, therefore, developed a strong belief among the students that the prospective customers could most likely to purchase such items depending on their gender disparities. For instance, tight jeans trousers for both ladies and men, leather jackets for men, designer t-shirts for men, denim jackets for both men and ladies, supra shoes for men and wrist watches for both men and ladies. Ladies would also buy braziers and jewels for themselves from the fashion trends. These are items most likely to be on high demand in the market with the initiation of the fashion and design in the market. However, to beat the competition from other marketers, we intend to do value-addition and major in adding an extra touch to the designs by hand. References Beall, A. E. (2008). Strategic market research: A guide to conducting research that drives businesses. New York: iUniverse. Kawamura, Y. (2011). Doing research in fashion and dress: An introduction to qualitative methods. Oxford: Berg. Lynch, A., & Strauss, M. (2007). Changing Fashion: A Critical Introduction to Trend Analysis and Meaning. Oxford: Berg Publishers. Wimmers, J. (2011). Esprit - a lifestyle brand aiming to become the European leader in the fashion industry: Master Thesis (MBA Degree). München: GRIN Verlag GmbH. fashion trends: Analysis and forecasting. Oxford: Berg. Read More