Consumer Analysis

An online study group was conducted via Zoom6 (Antonelli, 2020) in November 2020. This included five individuals who participated within the 1825 age range. The age range was chosen to reflect the target market that was decided the innovation would work best towards. An invite was uploaded on Facebook, five people expressed their interest to take part. Seven qualitative questions were asked to the group in order to gather useful insights, as seen below:

Questions 1-3 (please see Appendix 1, page 27 for questions and transcripts) explored whether the group shopped locally and their feelings, thoughts and ideas towards this. All 5 responded that they either do, try to or want to shop locally, however the convenience and time restrictions has led them to shop at large retailers, supermarkets and online. It was clearly indicated, however throughout the discussion that Covid-19 has had an increase in their desire to shop with small and local retailers (see Appendix 1, question 2). The 18-25-year olds shared that shopping with small businesses makes them feel good within themselves, E told the study they felt “appreciated” and are “happy to help out” (see Appendix 1, Q2, Q3).

Trend: Research suggest participants want to support local business since Covid-19 but can sometimes be difficult. Questions 4-7 (please see Appendix 1 for questions and transcripts), highlighted that all of the group would choose to shop with local brands as long as the quality and convenience was not hindered. Some confirmed they were willing to pay extra, given the current pandemic. When asked if the clothes became more accessible to find and buy online and instore, all five participants said they would buy them. A stressed, “it would make my life easier” and C stated, “it should be made easier” (see Appendix 1 question 5). Question 7 highlighted the five participants thoughts about how the fashion industry has acted towards the pandemic, B went on to say the lack of compassion towards struggling small businesses is “shocking”.

Trend: The group feel the fashion industry are not doing enough to support small business’ and those affected by the recession.

The primary research has given a good indication of what is needed from the current retailers and fashion groups. The lack of support from the fashion industry and the desire to support small businesses is highly apparent amongst the 18-25 age range. There is clear evidence of an opportunity for large high street retailers to support small, local businesses in the future as a part of CSR and civic branding.