Fashion macro trend report.
Description
ASSESSMENT AND PROJECT BRIEF Individually, you will work as a strategic fashion marketing consultant to compile a portfolio of trend research for a fashion retail brand. You will create a trend report where you will identify and evaluate one key Macro Trend that will impact the fashion industry over the next 18-24 months, using trend forecasting frameworks and methodologies. Using qualitative and quantitative research methods, you will establish a rationale for a chosen brand to adopt this Macro Trend. You will be required to examine the brand’s rate of innovation adoption, as well as give a detailed analysis of the target consumer. Your report should contain both primary and secondary research. Primary research will take the form of store visits, and cultural field trips, where you will be required to audit your experiences. You should consider new and emerging areas of fashion technology that will provide tangible solutions and enhance the overall customer experience. Sustainability should be considered an integral and expected component of any future fashion industry innovation. Once you have established a Macro Trend via research and analysis, you must apply it to a potential use case. You will choose a brand and showcase how this Macro Trend could be applied to an innovative retail concept, an event, a marketing campaign, or any other relevant application. 2.The word count is 2500, refer the Moodle for clear guidance on what is included. The visuals supporting this report form an integral part of the assignment, and can be used as evidence of trend drivers, emerging examples of the trend, and to support your research throughout. All trend reports require references to data, to support the rationale. Academic models and theories should be used to evaluate the Macro Trend, and in relation to the adoption of the trend by the brand, and to structure your report. You will build on the digital creative skills you have already acquired to produce an industry quality report. REPORT FORMAT: This unit is assessed holistically (100% of the unit) and you are required to submit one piece of work which includes the two mandatory components; a macro trend report of 2000 words and a macro trend brand application (500 words). – Front Cover – Executive Summary – Part 1: Macro Trend Report (2000 words) -Introduction to the Macro Trend – Detailed analysis of the Macro Trend, using trend forecasting frameworks, for example, Trendwatching.com’s Consumer Trend Canvas – Evidence of trend drivers in retail, culture, society and beyond – Validating the Macro Trend using trend forecasting models, for example, The Future Laboratory’s Cultural Triangulation Model – Timeline of the trend: how has it emerged, how will it evolve? – Consumer analysis: detailed analysis of the target customer, and an explanation of the how will they respond to the Macro Trend – What are the opportunities for fashion retail brands to use this Macro Trend effectively? Benchmark this against evidence of Macro Trend applications in the fashion industry – Part 2: Macro Trend Brand Application (500 words) Innovation audit of the chosen brand: an assessment of the brand’s appetite for risk in terms of innovation adoption, and in relation to its target audience – Proposal rationale: compelling evidence for the brand to adopt the Macro Trend – Suggested application of the Macro Trend by the brand (innovative retail concept, event, marketing campaign etc.