Miss Selfridge Fashion Forecasting Report
Assignment 2
The Summery of the Group Work
A fashion forecasting report was conducted for Miss Selfridge Company to enable the development of new fashion ideas that would appeal to its customers. After getting familiar with the classic Miss Selfridge style and its history the research process had begun.
One of the most useful resources for ideas were the Fashion weeks, showing collections of famous and up and coming designers in New York, London, Paris and Milan. The most coveted pieces, cuts, fabrics and colours were noted and further observed on reputable websites / such as Vogue.com, Style.com and Wsgn.com. /and in magazines / Vogue, InStyle, Glamour, Bazaar etc. /. The blogs of well-known fashion bloggers were also visited where the feedbacks from the readers were examined carefully. This provided an essential insight into the mind of the customer and helped predict their future reactions to the trends that were to be developed. A survey was conducted amongst high street shoppers to pinpoint the biggest competitors and get to know the base customers` habits so the company could plan successful targeting. Textile trade fairs confirmed the choices made for the seasons` prints and fabrics, also enabling Miss Selfridge to collect unique, affordable additions to its range and at the same time follow the styles invented by reputable fashion designers.
The high street trading environment was closely analysed according to the PEST factors. According to the survey and this analysis the main competitor of Miss Selfridge was Zara and River Island, both of which target the same customers and have very similar price range. In this competitive economic environment making the right decisions were crucial to the success and survival of the business.
After all of the resources were taken into consideration three trends were chosen to represent the Miss Selfridge style in 2012. While the target customer for this company is in her 20s, these trends have the potential to
The Summery of the Group Work
A fashion forecasting report was conducted for Miss Selfridge Company to enable the development of new fashion ideas that would appeal to its customers. After getting familiar with the classic Miss Selfridge style and its history the research process had begun.
One of the most useful resources for ideas were the Fashion weeks, showing collections of famous and up and coming designers in New York, London, Paris and Milan. The most coveted pieces, cuts, fabrics and colours were noted and further observed on reputable websites / such as Vogue.com, Style.com and Wsgn.com. /and in magazines / Vogue, InStyle, Glamour, Bazaar etc. /. The blogs of well-known fashion bloggers were also visited where the feedbacks from the readers were examined carefully. This provided an essential insight into the mind of the customer and helped predict their future reactions to the trends that were to be developed. A survey was conducted amongst high street shoppers to pinpoint the biggest competitors and get to know the base customers` habits so the company could plan successful targeting. Textile trade fairs confirmed the choices made for the seasons` prints and fabrics, also enabling Miss Selfridge to collect unique, affordable additions to its range and at the same time follow the styles invented by reputable fashion designers.
The high street trading environment was closely analysed according to the PEST factors. According to the survey and this analysis the main competitor of Miss Selfridge was Zara and River Island, both of which target the same customers and have very similar price range. In this competitive economic environment making the right decisions were crucial to the success and survival of the business.
After all of the resources were taken into consideration three trends were chosen to represent the Miss Selfridge style in 2012. While the target customer for this company is in her 20s, these trends have the potential to
References: Brassington,F. & Pettit, S. (2006) Principles of Marketing. 4th ed. London: Pitman Publishing David T. Wilson (1987), “Merging Adoption Proscess And Organizational Buying Models”, in Advances in Consumer Research Volume 14, http://www.acrwebsite.org/volumes/display.asp?id=6713 accessed 28/12/11 Lars Perner, Ph.D. Diffusion of Innovation, http://www.consumerpsychologist.com/cb_Diffusion_of_Innovation.html accessed 29/12/11 Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Free Press