METHODOLOGY

Secondary research was conducted for the duration of this report. The research comprises of academic books and journals, online articles, websites, journals and reports such as WGSN, Mintel and LS:N Global.

Limitations to this research is the conflicting interpretations found when conducting secondary research. However, all interpretations were considered within this report to give an informed analysis. Furthermore, the lack of primary research conducted was a limitation as it did not allow for consumer insights to further evidence and validate this report through the use of questionnaires, interviews and focus groups. However, consumers reaction to current changes within industries was documented and research data bases such as Pew Social Research and academic journals were used within the report to support the required evidence of consumer insight.