Market Research- 14th October 2016

To help me with my primary research for this project and to help me choose the correct colours, shapes and fabrics I should incorporate into my mini collection, I asked my peers to complete a short questionnaire for me. I included questions which I believe will help me decide on the two outfits for my collection, these revolved around pricing, colours, personal style and age. In total I got 6 people to complete the survey, and this is what I found;

1.  Age: 19, 19, 20, 12, 24, 27
2. What fabric would you like Missoni fabrics to be made out of if you are going to wear their garments: Knit, Printed fabric, Chunky knits, Printed fabric, Prints, Fine knit
3. What styles/shapes/silhouettes do you usually wear: Fitted, Casual, Oversized, Fitted, Smart, Oversized
4. What colours do you usually wear: Neutral tones, Vibrant and bright, Sometimes colourful sometimes more neutral, Mainly monochrome, Mostly colour, Colourful
5. Would you buy Missoni products if they were affordable: Yes, Yes, Yes, No, Yes, No

From the data I collected, I feel like I have more of a clear direction as to what I want to design/ create for this mini collection. The age ranges between 19-27, therefore from this information I will be creating a collection aimed to attract the younger generation, I also realised when talking to my peers about Missoni's brand identity that they target more of an older audience with outdated colours, styles and shapes, therefore I will take this into consideration and design pieces which are more suited towards younger people. Missoni currently use knit for their garments, and from this data I have noticed many of my peers would prefer to have garments made from printed fabrics, rather than knit. To develop this further I made some of my own prints on Photoshop using a mixture of primary and secondary images. I developed around 30 prints however I didn't like them all, so I only chose a few to get printed onto various fabrics from digital printing company; Bags of Love. I have chosen mostly knitted fabrics to print these onto so that i'm still incorporating elements of Missoni into my designs. These fabric samples have been added into my sketchbook to show the development of my prints and how I am going to fuse them into my designs. Fashion has changed over the years in terms of styles and shapes, the likes of more classic designers such as Missoni and Christian Dior tend to want to accentuate the feminine shape by creating clean cut lines and fitted garments in their designs, however new designers are veering towards the more oversized styles instead. From the data I have collected I can see that my peers wear a mixture of styles and shapes of garments, therefore when designing the outfits for my mini collection I will keep this in mind and make sure I incorporate a mixture of fitted and oversized pieces so that I am including a touch of Missoni's more classical designs, and more up to date oversized styles. Missoni's collections tend to be really quite bright and vibrant, and from the results of my questionnaire I have found that most of my peers wear colourful clothes, therefore I would like to stick to colours when it comes to designing my outfits and what colours/prints would look the best. From my data, I have found that if Missoni were a more purse friendly brand then people would be more willing to buy their products, however by changing the pricing of their products then the quality of the brand may lower, and this may mean that their original customers won't want to buy from Missoni anymore as they also may feel that the quality isn't as good as it may have been before. Another option for Missoni to make their products more affordable for younger people is to do a diffusion line, giving the brand a wider audience to offer their products to.