Methodology

The report was compiled using both primary and secondary research. Primary research was conducted in Nottingham to gain an insight into todays’ current fashion trends. The research included Nottingham’s High street style observations and interviews with stores’ staff as well as a questionnaire for millennial individuals. Secondary research was collected using tangible books, websites, magazines, blogs, articles and databases, e.g. WGSN, while observing an emerging trend for Spring/Summer 2018 and the key influences that impacted it to occur.