MKT9119M – The Fashion Industry
Description of Assessment Task and Purpose: Assignment 1: Consumer Trend Report
Today, for success, the designer, the fashion retailer and fashion brands must be knowledgeable and sensitive to developments and events that take place globally within an ever-changing world.
The fashion industry must react to and reflect these global changes.
‘Today’s consumer is in the driver’s seat, which is why you always need to be one step ahead – from material breakthroughs to shifting customer expectations, the macro to the micro’ WGSN
For this assignment select a forthcoming market trend and produce a visual & written trend report, providing an insightful trend analysis and forecast. Research, observe, analyse and evaluate how companies have addressed previous trends, examining key changes and consumer trends.
Review and analyse how various brands translated previous trends. This may be a global fashion trend or an emerging trend that trickles up from ‘the street’ to mainstream fashion, or one from a geographical location.
Consider:
- Design and Inspiration – Trends and colour forecasts
- Fashion Intelligence – Seasonal catwalk analysis reports two years ahead of season
- Product Categories – Menswear; womenswear; childrenswear; accessories; footwear etc.
- Retail Intelligence – Retail Analysis
- Consumer demographic behaviour, from baby boomers to Gen Z
- Insight into new ways of living
- Key directions across non fashion product categories including, groceries, consumer electronics/technology.
This is an individual assignment.
- Stage 1: Identify a relevant trend for the forthcoming season
- Stage 2: Develop your research and analytical skills to examine and summarise your findings.
- Stage 3: Complete and present an analytical trend report including carefully selected visuals in an appropriate format.
Learning Outcomes Assessed:
LO1 – Carry out independent research to analyse consumer trends in Fashion.
LO2 – Identify and make recommendations relating to company strategies in the Fashion Industry.
Knowledge & Skills Assessed
- Research of Fashion Trends
- Analyse and evaluate Trends
- Ability to review product ranges
- Retail analysis
- Review consumer behaviour and how this determines the specific area of product
- Presentation skills
Assessment Submission Instructions:
- This assignment takes the form of a professionally presented, structured Trend Report, supported by an effective use of inspiring visuals throughout.
- The visuals could for example include: colour palettes; mood boards; trend boards; fabric samples; photographic images; look books, illustrations, graphs and charts.
- This assignment is equivalent to 1500 words in length in addition to the cover page, appendix and references.