Class Market and Consumer Research

Market and Consumer Research curricular unit intends to promote the acquisition of knowledge and competences, that will allow students to improve their knowledge about fashion market concept.

Not applicable

Selection and characterization of the target audience (demographic, geographic, behavioral and psychographic criteria); identification of the target audience's lifestyle and brand positioning in the fashion market.  The Market ando Consumer Study: Conception of a market study. What is a market study. Role of market studies. How to do market research. Market Study applied to Fashion; Quantitative studies; Qualitative studies. . Observation of the fashion market; Comparative purchase (LFL like for like); Hidden purchase. . Innovation and trends in the fashion market. . The Fashion Business: The Fashion Industry; Brand identity construction; Changes in the global market; From pre-production, to the creation and development of the fashion product; Fashion product distribution and its strategies; The fashion business in the digital context.

The assessment process is ongoing to regularly assess the acquisition of these skills. Semester assessment: Assignment 1 (20%) + test (60%) + attendance/participation (20%). Students who unjustifiably miss 25% of classes will fail due to absences. Failure to submit Assignment 1 will be graded ZERO, and being late by up to 24 hours will result in a two-point deduction from the grade for that assignment. Assignments more than 24 hours late will not be accepted. Students with working status must complete their assessments on the stipulated dates. The retake and special exams are a combined assessment: theoretical and practical. Exam Periods: Regular and Retake - written test or completion of an assignment on a specific topic taught throughout the year (100%).  Students must be punctual, if they are late for more than 15 minutes, no-shows will always be marked, even if the student has interest and authorization from the teacher to remain in class.

ndústrias Têxtil, Vestuário e Moda até 2020. VN.Famalicão: ATP. BAUDRILLARD, J.(s/d). A Sociedade de consumo, Lisboa: Edições 70. BURNS, l.; MULLET, K..; BRYANT, N. (2011), The Business of AGIS, D.; BESSA, D.; GOUVEIA, J.; VAZ, P. (2010), Vestindo o Futuro: Microtendências para as Fashion -Designing, Manufacturing and Marketing, 4th Edition. UK:Berg Publishers.DIAZ SOLOAGA, P. (2014). Comunicación y gestión de marcas de moda. Barcelona: Editorial Gustavo Gili.DILLON, S. (2012). Princípios de Gestão de negócios de Moda. Barcelona: Editorial Gustavo Gili.KEISER, S. ARNER, M. (2007), Beyond Design, The Synergy of Apparel Product Development, UK: Berg Publishers.MCDANIEL, C. & GATES, R. (2008). Marketing Research Essentials, Wiley. ISBN: 978-0-470-13198-5. LOPES, J.L. (2011). Fundamental dos Estudos de Mercado. Lisboa: Edições Sílabo. POSNER, H. (2016). Marketing de Moda. Barcelona: Editorial Gustavo Gili.