Class Market and Consumer Research

Market and Consumer Research curricular unit intends to promote the acquisition of knowledge and competences, that will allow students to improve their knowledge about fashion market concept.

Not applicable

Selection and characterization of the target audience (demographic, geographic, behavioral and psychographic criteria); identification of the target audience's lifestyle and brand positioning in the fashion market. The Market ando Consumer Study: Conception of a market study. What is a market study. Role of market studies. How to do market research. Market Study applied to Fashion; Quantitative studies; Qualitative studies. Observation of the fashion market; Comparative purchase (LFL like for like); Hidden purchase. Innovation and trends in the fashion market. The Fashion Business: The Fashion Industry; Brand identity construction; Changes in the global market; From pre-production, to the creation and development of the fashion product; Fashion product distribution and its strategies; The fashion business in the digital context.  

The evaluation process is continuous, in order to regularly assess the acquisition of these skills. Frequency assessment: assignment 1 (10%) + assignment 2 (20%) + test or final written assignment (50%) + frequency/participation (20%). Examination Periods: The appeal and special exam is a mixed assessment, theoretical and practical with a test with the subjects taught during the UC frequency and a practical exercise, or with the accomplishment of a work or the improvement of the final semester work. Exam times: Normal and Appeal - written test or completion of a work on a particular topic taught throughout the year or improvement of some work carried out throughout the year (100%). READ THE FUC IN MOODLE.

AGIS, D.; BESSA, D.; GOUVEIA, J.; VAZ, P. (2010), Vestindo o Futuro: Microtendências para as Indústrias Têxtil, Vestuário e Moda até 2020. VN.Famalicão: ATP. BAUDRILLARD, J.(s/d). A Sociedade de consumo, Lisboa: Edições 70. BURNS, l.; MULLET, K..; BRYANT, N. (2011), The Business of Fashion -Designing, Manufacturing and Marketing, 4th Edition. UK:Berg Publishers.DIAZ SOLOAGA, P. (2014). Comunicación y gestión de marcas de moda. Barcelona: Editorial Gustavo