Study Week Primary Research

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Christmas / Study Week task

Primary research of chosen brand 
Different stores (Liverpool and Wigan)

Questions

Store / Workers
1. How often do you change window displays?
2. Do you think you are paid a fair wages?
3. How much do you know about where and how the clothes are made?

Customers
1. Would you buy ethical products?
2. Are you aware of how fast fashion impacts the environment?
3. Would you continue to shop if you knew what the workers were being paid?
4. How could the store improve?
5. What are your opinions on the pricing of clothes in store?
6. Do you think Topshop is more or less ethical than other brands?

Competitors
1. What are your opinions on Topshop as a whole? E.g. ethics, pricing 
2. Do you think Topshop is more or less ethical than other brands?
3. Are you aware of how fast fashion impacts the environment?

Research Ideas
1. Research on store. E.g. How many floors / sections / workers / etc.
2. Research ethical information in the store 
3. Primary research on displays – photographs etc. 
4. Questionnaire 
5. Customer profiling e.g. generations/age, jobs, income/spending, where else they shop, etc.
6. How are they putting their brand out there? E.g. window displays, website, app, social media, models/mannequins, etc. (visual imagery e.g. photographs, screenshots, etc.)

Questionnaire Ideas
1.    Physical (in store)
2.    Digital (publish online)
3.    Social media (polls on Instagram/Facebook etc)

Bricks and Mortar
1.    Where?
2.    How big?
3.    What products?

Sales
1.    What products?
2.    What platform?

Current Brand
1.    Strengths 
2.    Core identity
3.    Hero Products
4.    Influencer associations
5.    Collaborations

Customer
1.    Who
2.    Values (likes and dislikes)
3.    Age
4.    Gender
5.    Income
6.    Reason for buying
7.    Location
8.    Expectation 

New Market
1.    Values
2.    Spending habits
3.    Emerging demographics
4.    Influence

Competitor
1.    Strategy
2.    Visual Communication
3.    Platforms 

Digital
1.    Social stats
2.    Platforms
3.    UI / UX (User Interface / User Experience)

Primary Research
1. Questionnaire
2. Surveys
3. Emails
4.  Phone calls
5. Focus groups
6. Photography
7. Social media 


Posters Notes / research
1. Report says they are ethical, but not always clear how e.g. the better cotton initiative and how much of it they really use
2. Female empowerment – Kate Moss and Ivy Park collaborations only pay around 40p an hour when they are campaigning for female empowerment 
3. Workers work 12 hours a day 6-7 days a week for 22-40p Sri Lanka, Bangladesh and India
4. Topshop in London has a nail bar – could attract more customers 
5. Fast fashion and how much water it takes to make one t shirt (3000l)
6. Pollution comes from the dye used in fabrics
7. Reclaim to wear (reusing old clothes to make new ones) but not done all the time
8. Look at the identity of the brand currently
9. PETA ‘keep wildlife out of your wardrobe’ Oxford Circus store 2013

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