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Creating an Apparel Line
Phase 2-Market Research
• Identify your target market
• Assess social economic and competitive factors
• Research fashion trends
• Documenting your plan
What Influences Our Choice of Fashion?
Factors Influencing Consumer Demand for Fashion
• Demographic characteristics of consumers
• Economic factors
• Sociological characteristics
• Psychological attitudes
Consumer Characteristics
• Geographic
– Climate
– Density
• Demographic
– Age
– Income
– Gender
– Education
– Occupation
Psychographics
• Lifestyle
• Attitudes
• Values
• Go to this website for detailed descriptions of consumer lifestyle types:
http://www. ...
• Conduct fashion research-what current fashion trends will you build on?
Research Fashion Trends
• Shop the market to identify current trends that will influence the development of your line.
Approximate Word count = 450
Approximate Pages = 1.8
(250 words per page double spaced)
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