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...