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 (15%) + Final Assignment (35%) + attendance/participation (10%+30% = 40%) + mandatory oral presentations (10%). Students cannot submit assignments after a delay of more than 24 hours (a delay of up to 24 hours will result in a 5 point penalty on the grade for the assignment). Students with working status must complete the assessment periods on the stipulated dates. Students who unjustifiably miss 25% of classes will fail due to absences. . Assignments more than 24 hours late will not be accepted. Students with working status must complete their assessments on the stipulated dates.

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