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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.
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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
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