Primary research is original data, this can be collected by experiments, field study, surveys, prototypes and interviews. It's more complex than secondary but you get one to one information and focus's on prospect companies.
Secondary research is existing data, this can be collected from literature or case studies. It's easier to conduct than primary research, there's a broad understanding and it can help for preparation for primary research.
'Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low, everything from couture to target.' - Michael KorsI really like this quote which was mentioned in the lecture, it is so true and shows how much the fashion industry has changed!
Long term trends include;
Political
Economy
Sociocultural
Technology
Environment
Legal
Demographics
Dominant Megatrends
- globalisation
- digital
- environmental
- health & wellbeing
Social
- ageless society
- body perfection
- networked society
- personalisation
- globalisation/homogenisation
Technology
- mobile payment
- e-commerce
- price comparison
- QR codes
- wearable technology
- augmented reality
- 3D printing
- personalisation
- live participation
- social media
- apps
- interactive retail
- click & collect
Environment
- environment/globalisation
- closer to markets
- faster/reduced lead times
- more flexible - customisation
Short term trends include;
Brand
Consumer - street, celebrity
Competition - catwalk, in store/visual merchandising, advertising
Media - print, film/tv, music, photography, art
Product - colour, materials, prints, patterns, design
Brand
Consumer - street, celebrity
Competition - catwalk, in store/visual merchandising, advertising
Media - print, film/tv, music, photography, art
Product - colour, materials, prints, patterns, design
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