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Global Fashion Management

What Factors to Consider?

Localized factors to consider for any market

population demographics: age, gender, income, etc
national and regional interests and history
cultural norms and communication patterns
religious culture and ethnic diversity --or not--in market
news events or political unrest

And how they play out

holidays, observances, and events--are they used appropriately for marketing>
packaging, color, scent, and other aesthetic considerations
spending priorities

Suggested Databases

Passport (Euromonitor) This link opens in a new window
Provides international market intelligence, including economic statistics, on industries, countries, and consumers.

One way to use this database:

Industries > [pick industry] > Analysis > Briefings
e.g. What does it take to disrupt a market? (Briefing , 25 February 2019)

WGSN Insight This link opens in a new window
Consumer, marketing, retail, and innovation trends

Students must create an account and re-activate their account every 90 days: click to create or re-activate account: https://www-wgsn-com.libproxy.fitsuny.edu/accounts/edu

Locked out of your account for too many incorrect login attempts? Reset your password here:
https://www.wgsn.com/auth/forgotpassword
To access WGSN Insight:

login via the proxy and then with your WGSN username and password
select the part of the site you wish to use from the top menu under "Fashion"
Use an incognito browser to access this resource

Have a question or comment about these guides? Contact: libraryreference@fitnyc.edu