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Product Description
If the trade papers report that gloves are making a comeback, should production start
manufacturing them? How would someone judge and react to a woman walking down
the street in a purple wig and spandex body suit with layers of red polka dot silk wrapped
around her to form a bell shaped tent? What is accurate and inaccurate to conclude about
her appearance? Research is the foundation for understanding consumers and making informed
decisions. Based on their experience in academia, the authors provide the tools for
students and professionals to analyze and develop critical thinking skills and sift through
what is read and seen to understand the target market for which they will design, buy,
market, or manage in the fashion industry. Both a textbook and manual for undergraduate
and graduate students studying research methods used in the fashion industry, it can
also serve as a reference for industry professionals.

Research Methods for the Fashion Industry

Written by admin under Fashion Books.

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