Qualitative marketing research: A new tailored approach to fashion.

For quite some time now, marketing researchers found themselves at a distance from the true decision making level of marketing contexts.

QUALITATIVE MARKETING RESEARCH: A NEW TAILORED APPROACH TO FASHION

Marianne de SouzaMSM, France

I. THE FASHION MARKET : A VERY SPECIFIC CONTEXT

In traditional markets, the established structure does not vary to a great extent. Even if the role of the marketing agency is isolated or limited to a background role in terms of decision making in mass market contexts, it does remain present throughout the different phases of product development. Figure 1

 

At each phase of marketing research which corresponds to the different phases of the "prenatal" development of a product, qualitative research allows for feedback...

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