Title: Research apparel and textile product marketing.
Course: Fashion Careers II (19201-II) > Section: Exploring the Marketing of Fashion

Research should include information from books, newspapers, magazines, trade journals, the Internet, and personal interviews or meetings with marketing professionals, to consider the following:

- Consumer market
- Microsegmentation
- Niche retailing
- Database marketing
- Quantitative and qualitative research marketing
- Omni-channel retailing
- Fashion forecasting
- Prophetic fashion
- Influences on consumer sentiment

Process/Skill Questions

Thinking

- Why should research be conducted before attempting to market apparel and textile products?
- How do forecasting techniques benefit marketers?
- How are color selections decided each season?
- What instruments can be used to gather marketing data?

Communication

- What key questions should be asked when conducting research?
- How do consumer attitudes influence marketing campaigns?

Leadership

- Where do fashion industry leaders get their inspiration?
- How does marketing research contribute to the success of apparel or textile merchandising?

Management

- What methods can be used to evaluate the results of the research?
- What are some venues that work well for marketing research?