LEELU - Fashion Magazine

LEELU

JULY 2020. NO 1 www.yoursite.com

STOCKHOLM STREETSTYLE

WHAT DOES A CONSUMER

really want?

Viola Bergstrรถm

Exclusive

GREYSCALE GOODS CREATOR TALKS, STEPHEN HILTON, TOMMY BOULDING, COLIN JONES, RACHAEL ELLIS, LOUISE KILLIN...

LEELU

CONTENT 06

12

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FASHION TRENDS

INTERVIEW

GREATER PUBLIC WOULD REACT

What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold.

A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on faceto-face interactions.

With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.[44] Observation can really help a company gain insight on what a consumer truly wants.

There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed.

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FASHION MAGAZINE LAYOUT

With the high profile debut of several designers and many shows happening off schedule, this year Paris is about a changing of the guard

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PHOTO TAKEN

MARKET RESEARCH

FALL 2020 TRENDS

What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold.

A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on faceto-face interactions.

With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.[44] Observation can really help a company gain insight on what a consumer truly wants.

There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed.

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LEELU

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FASHION MAGAZINE LAYOUT

Boris Henderson

EDITOR-IN-CHIEF

EDITORIAL

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers. For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes.

Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions.

Steve Jobs said, “You’ve got to

5

LEELU

MILAN FASHION WEEK TRENDS: SPRING/SUMMER 2019 WORDS: Alison Anderson PHOTO: Christopher Ball

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer.

Gender, age, income, and even profes-

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FASHION MAGAZINE LAYOUT

PERFORMANCE GEAR IS NOT GOING ANYWHERE NEXT SPRING

sion can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes.

Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

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SOME EXUBERANTLY SPROUTED FEATHERS; OTHERS WERE PLAIN BLACK OR PLAID, AND LOOKED SURPRISINGLY SENSIBLE PAIRED WITH STRIPED BUTTON-DOWNS.

LEELU

Paris fashion week has long been code for chic – the rarefied world of Avenue Montaigne, bird-like couture clients in Chanel suits and gamines in ballet flats.

CHALLENGE ACCEPTED I TOOK ON THE OFF-DUTY-MODEL LOOK — AND LOVED IT WORDS: Alison Anderson PHOTO: Christopher Ball

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FASHION MAGAZINE LAYOUT In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

KING In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs

A person’s needs change frequently, which is why fashion trends even exist.

An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profes In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes.

Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

9

LEELU

Born: September 16, 1991. Brazil Height: 1.58 m Mother Agency: Models (Paris)

COMPLETELY TOOK OUR BREATH AWAY WORDS: Alison Anderson PHOTO: Christopher Ball In fashion trends and forecasting, consumer is king.

What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and

maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want.

Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research.

There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interv

10

FASHION MAGAZINE LAYOUT

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Born: May 19, 1985.

Spain Height: 1.87 m Mother Agency: Management (Barcelona)

A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profes In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants.

A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

11

LEELU

Born: September 16, 1991. Brazil Height: 1.58 m Mother Agency: Models (Paris)

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

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FASHION MAGAZINE LAYOUT

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

Born: May 19, 1985. Spain Height: 1.87 m Mother Agency: Management (Barcelona)

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LEELU

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

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FASHION MAGAZINE LAYOUT

STREET STYLE WORDS: Alison Anderson PHOTO: Christopher Ball

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold.

First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

But, on the eve of the spring/ summer 2020 shows, there’s a new mood blowing into the city of Chanel, Christian Dior and Louis Vuitton.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information

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YOUNG, AN

BEAUT

GET YOUR HANDS ON THE LATEST MEN’S FASHIONS INCLUDING CLOTHING, TRAINERS AND SPORTSWEAR

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FASHION MAGAZINE LAYOUT

NAKED ND

TIFUL WORDS: Alison Anderson PHOTO: Christopher Ball 17

LEELU

FASHION DESIGNERS WORK IN DIFFERENT WAYS. SOME SKETCH THEIR IDEAS ON PAPER, WHILE OTHERS

In fashion trends and forecasting, consumer is king. What does a consumer really want?

Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

DRAPE FABRIC ON A DRESS FORM. WHEN A DESIGNER IS COMPLETELY SATISFIED WITH THE FIT OF THE TOILE (OR MUSLIN), HE OR SHE WILL

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.

[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions.

Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market

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research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-toface interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However,

Chic is out, cool is in. London fashion week was once the home of new talent there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.[44] Observation can really help a company gain insight on what a consumer truly wants. There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed. For example, observing the public by taking street style photos of

FASHION MAGAZINE LAYOUT people, the consumer did not get dressed in the morning knowing that would have their photo taken necessarily. They just wear what they would normally wear. In fashion trends and forecasting, consumer is king. What does a consumer really want?

Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.

[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school.

Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions.

Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

OR VIA A COMPUTERIZED SYSTEM. THE PATTERN MAKER’S JOB IS VERY PRECISE AND PAINSTAKING. THE FIT OF THE FINISHED GARMENT

CONSULT A PROFESSIONAL PATTERN MAKER WHO THEN MAKES THE FINISHED, WORKING VERSION OF THE PATTERN OUT OF CARD

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended.

A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-toface interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.[44] Observation can really help a company gain insight on what a consumer truly wants. There is less of a bias because consumers are just performing their daily tasks, not necessarily

19

LEELU

NEON DEMO First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service.

In fashion trends and forecasting, consumer is king. What does a consumer really want?

Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.

[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.

The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.

[44] Secondary methods are taking other

information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups. Benefits of primary research is specific information about a fashion brand’s consumer is explored.

Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions.

Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the.

In fashion trends and forecasting, consumer is king. What does a consumer really want?

Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited. A person’s needs change frequently, which is why fashion trends even exist. An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.

[42] For example, a woman who is pregnant could be looking for diapers, baby strollers,

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and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology.

You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.

[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Andreas is a Germ photog currentl in th

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the. In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion

FASHION MAGAZINE LAYOUT

ON WORDS: Alison Anderson PHOTO: Christopher Ball

s Kuehn man born grapher ly living he US

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10 STEPS TO PULLING OFF THE SEXIEST STREET STYLE TREND AT FASHION WEEK The sexiest runway trend to come out of Fashion Week is what we call “full exposure.”

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited.

A person’s needs change frequently, which is why fashion trends even exist.

An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with

children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research.

Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several points

22

WORDS: Alison Anderson PHOTO: Christopher Ball

LEELU

FASHION MAGAZINE LAYOUT

This season there will be several debuts of designers at established brands – beginning with Anthony Vaccarello at Saint Laurent on Tuesday evening.

In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited.

A person’s needs change frequently, which is why fashion trends even exist.

An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example, a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with

children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research.

Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Benefits of primary research is specific information about a fashion brand’s consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. A negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several point

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

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In fashion trends and forecasting, consumer is king. What does a consumer really want? Understanding the consumer is a vital part of the fashion world, without them products cannot be sold. First, it is important to note the difference between a consumer’s needs and a consumer’s wants. A need of a consumer is a desire to obtain a product or service, that is either for an emotional or functional reason. A ‘want’ differs from a consumer’s ‘need’ by the consumer’s desire to have a product or service that is not necessary, the consumer just wishes they had it.[41] The success of a fashion company and the prediction of future trends is dependent on addressing its consumers’ needs.

Consumers all have different needs and demands that have to be suited.

A person’s needs change frequently, which is why fashion trends even exist.

An important factor to take into consideration when thinking of consumers’ needs is the key demographics of the customer. Gender, age, income, and even profession can help a company better understand the needs of their customers.[42] For example,

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a woman who is pregnant could be looking for diapers, baby strollers, and maternity clothes. Her needs would differ greatly from a woman with children that just went off to college or a teen entering high school. Often consumers need to be told what they want. Fashion companies have to do their research to ensure they know its customers’ needs before developing solutions. Steve Jobs said, “You’ve got to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out where you are going to sell it”.The best way to understand the consumers’ needs and therefore predict fashion trends is through market research. There are two research methods: primary and secondary.[44] Secondary methods are taking other information that has already been collected, for example using a book or an article for research.

Primary research is collecting data through surveys, interviews, observation, and/or focus groups.

Benefits of primary research is specific information about a fashion brand’s consumer is explored.

FASHION MAGAZINE LAYOUT

THE SUCCESS OF A FASHION COMPANY AND THE PREDICTION OF FUTURE TRENDS IS DEPENDENT ON ADDRESSING ITS CONSUMERS’ NEEDS.

Francesca Bellettini, president and CEO of Saint Laurent, commented that Vaccarello “impeccably balances elements of provocative femininity and sharp masculinity in his silhouettes”.

His first work for the brand, an advertising campaign released in July, kept the fashion crowd guessing: the images featured no clothes at all.

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WHAT DOES A CONSUMER

really want?

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