Fashion Marketing Assignment: The Fashion Consumer - Report On Consumer Group
In recognising the various age ranges of the fashion consumer which have been established for the H&M retailer, Arket, Cos, H&M home, & other stories, Weekday. Monki, Cheap Monday and Afound.
As H&M are strong drivers of the sustainable issue declaring that they will be fully sustainable by 2030 (BofF), how will the consumer respond to the issue of sustainability within the various market levels of H&M?
Produce a strong visually exciting report of your chosen consumer group. Make recommendations for improvements to the area/range of product of your choice and how it is communicated within H&M retailer.
Explain which group of consumers would be targeted and your reasoning.
Suggested age range - Generation Z
Length: 1750-2000 words (Harvard ref)
Marketing Research and the Fashion Consumer
Project: The Fashion Consumer
In this assessment you will work individually building on the project completed for assessment. In recognising the various age ranges of the fashion consumer which have been established for the H&M retailer, Arket, Cos, H&M home, & other stories, Weekday. Monki, Cheap Monday and Afound. As H&M are strong drivers of the sustainable issue declaring that they will be fully sustainable by 2030 (BofF), how will the consumer respond to the issue of sustainability within the various market levels of H&M?
As a conclusion identify a missed opportunity for your chosen consumer segmentation within the H&M group, with a strong focus on sustainability in retail as well as online, using primary and secondary research.
Task:
Produce a strong visually exciting report of your chosen consumer group. Make recommendations for improvements to the area/range of product of your choice and how it is communicated within H&M retailer. Explain which group of consumers would be targeted and your reasoning.
• Identify the missing opportunity
• Illustrate through pen portraits and consumer profiling your chosen consumer segmentation
• Explain your reasoning for selecting the consumer group and missed opportunity.
• Discuss the consumer differences, pros and cons of your retailer.
• Why you think they are catered for or not and how this could be improved.
Conclude with your personal recommendations supported with primary and secondary research. You may use material used in class for a framework to present your work. This could also include surveys and staff interviews as primary research. Ensure you document correctly any data collected independently.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.