A consumer profile report for a specific retailer or brand discussing how the brand/ retailer utilises fashion promotion methods and principles to influence their target consumer. The report should be 2500 words, (excluding tables, reference page and appendices). The report layout should be professionally presented with numbered headings and subheadings, page numbers and should include relevant headers and footers. The report should be written in the third person with no spelling or grammatical errors including no abbreviations, using the Harvard referencing system.
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Assessment Objectives/Rationale: Within the fashion retail industry, fashion brands and retailers must research, identify and understand their target consumer. This assessment task focuses upon: Consumer Segmentation Analysing the different variables and characteristics that make up the different consumers within the fashion retail industry today. In order for a company to be successful in todays competitive environment. Assessment Criteria 1 & 2 The exploration of the variables and characteristics in relation to the consumer for a specific brand/retailer.
Analysis of how the brand/retailer selected utilises fashion romotion methods and principles to influence their target consumer Each section is worth 25% The Profile Report Chapter 1 – Introduction (10% of the word count). Introduce the topic of consumer segmentation and why it is important to profile target consumers within the fashion industry. Why it is important to profile target consumers? Chapter 2 – The Consumer. Discuss the characteristics that are utilised to profile target consumers. Within this chapter, you will need to support your comments with appropriate resources (relate to lecture notes weeks ) what are these characteristics?
How would you divide this chapter? Chapter 3 – The Retailer or Brand. Discussion of the Retailer/ brand. Relate to the marketing mix discussions within class (lecture and seminars week 12 and 13). What would be included within this chapter? Chapter 4 – Fashion Promotional Methods. Discuss what the brand uses and how do these techniques influence the target consumer? Relate to week 13 lecture notes. What methods would be discussed within this chapter? Chapter 5 -Summary In the conclusion you are summarising your main chapters – i. e. the findings and analysis. This should be done using the main themes of the report, giving general conclusions.
The last sentences should sum up the aim of the assessment. There should be NO new information in this section. It is approximately 10% of the total word count. Assessment Criteria 3 Evidence of secondary research/sources and logical interpretation of primary research where applicable, in relation to the brand/retailer, target consumer and fashion promotion methods and principles. 25% of the overall mark Using Secondary Resources NRS Grade Acorn -CACI Classification National Statistics What primary resources can you use? Assessment Criteria 4 Presentation, Structure and Layout Each section is worth 25%