Methodology

A vast range of research, both primary and secondary, was completed in order to grasp a broad understanding of trends and complete this report. The secondary research that took place included reading different books, articles, journals and websites. Five primary research objectives were met:

1. For the shop safari, many highstreet stores were visited in order to collect photographs and observe the current clothing, styling and visual merchandising in Nottingham.

2. For the street style observations, photographs of people wearing

Tweed clothing were taken, and interviews carried out in order to understand who and why consumers were buying the selected trend.

3. A questionnaire was created and completed by 89 respondents. This was sent around social media platforms to collect a wide range of different responses from different demographics.

4. An interview with the River Island Sales Manager in the Nottingham store gave an insight into a company’s perspective of the trend and its success.

5. Locations were visited, and models were identified to achieve an editorial piece fit for a Vogue magazine. This also involved sourcing and purchasing a range of Tweed inspired garments that are currently available on the Nottingham high-street.