ISMAT 24153

Market and Consumer Trends

• ApresentaçãoPresentation

  The Market and Consumption Trends is an introductory CU to the understanding of trends and their relevance to the fashion business. It has as fields of action both sociology as an integral part of capturing trends, and the fashion business as a beneficiary of inputs from the trends. The areas of action focus especially on fashion trends, the market for fashion products and the fashion consumer. The intervention of this CU will be focused on the analysis and construction of commercial support means related to fashion trends. Being that trends end up being largely the precursor in the development of new fashion products is pertinent that this CU is part of the cycle of studies because this is the basic for the good understanding of the development of a project of fashion products, as well as, the subsequent market to which they are intended.
• ProgramaProgramme

  1. Trends 1.1 Sociological process 1.2 Social movements that mora influenced fashion 1.3 Coolhunting 1.4 Trendsetters 1.5 The trend platforms 1.6 How to select trends 1.7 Trend analysis 1.8 Aplicability and choice of trends for the different markets 2. Consumer 2.1 Consumer behaviour 2.2 Buying decision process 3. Marketing 3.1 Market studies 4. Fashion business 4.1 Branding 4.2 Fashion business process 4.3 Fashion fairs
• ObjectivosObjectives

  Students will learn how to analyze, interpret and select various fashion-related trends in order to apply them in the development of fashion products. They should also be able to identify the key players in the trend industry and their degree of importance and influence in the different markets. They should also understand how the sociological process of trend research takes place and what the social impacts of fashion and consumption are. They should also understand the various manifestations of consumption and their social meanings in line with consumer behavior and the purchase decision-making process. It is also an aim to understand how market research is conducted, what branding is, and how the fashion business is run.
• BibliografiaBibliography

  Blaszczyk, R.L.; Wubs, B. (2018). The Fashion Forecasters: A Hidden History of Color and Trend Prediction. Bloomsbury Visual Arts. ISBN 978-1350017177 Kawamura, Y. (2018). Fashion-ology: An Introduction to Fashion Studies (Dress, Body, Culture). Bloomsbury Visual Arts. ISBN 978-1474278478 Keller, K. & D. Lehmann. (2006). Brands and branding: Research findings and future priorities. Marketing Science 25(6), 740?59 Kim, E.; Fiore, A. M.; Payne A.; Kim H. (2021). Fashion Trends: Analysis and Forecasting. 2a edição. Bloomsbury Visual Arts. ISBN 978-1350099012 Le Bon, C. (2014). Fashion Marketing: Influencing Consumer Choice and Loyalty with Fashion Products. Business Expert Press. ISBN 978-1606499047 Lindstrom, M. (2010). Buyology: Truth and Lies About Why We Buy. Currency. ISBN 978-0385523899 Next Look Menwear SS26 Next Look Womenswear SS26 Textile Report SS26 #Part 1 Textile Report SS26 #Part 2 View, Issue 148 View, Issue 149
• MetodologiaMethodology

  The classes will have an expository, participatory and exploratory nature, accompanied, whenever possible, by visual content. Teacher-student interaction will be encouraged in order to discuss the questions that arise at each stage of research and construction of the works based on data analysis. Students will be stimulated to deepen their knowledge through the execution and presentation of several analysis and research works, always oriented to the fashion products market. The curricular unit has a theoretical-practical character but with a strong focus on research, analysis and critical reflection.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não