Market analysis

Consumers today have real possibilities to satisfy their needs for products on a better way than in the past, thanks to the standard, social-economic development, technical-technological progress, modern informational systems, cultural and educational progress. Depending on their purchasing power, consumers react to fashion. Fashion trends have economic, psychological and sociological influence on consumers. Consumers will often buy a new and prestigious product which is above their purchasing power, especially a "brand" garment, hoping to identify with a certain social group by doing so, and try to achieve a certain status. They want to be different - but not too much- so for that reason they accept certain features of a fashion trend, improvising and expressing their personality at the same time.

The concept of analysis and research must cover the interest in design, consumers and profit,  improve creative process of designers, use market researches to gain new information about consumers’ demands or their reactions to offered garments in order to make the basis for doing business in the future, define aims and strategies.  Therefore it is necessary to do some researches and explain all the phenomena and legalities related to modern production – market, in order to get the information which point to the fact as to what kind of products should be made to be accepted by the market, and that a design as a creative discipline can make products with largely different characteristics demanded by consumers. Market analysis requires a series of data, such as:

Ø      analyze previous business and prices of products,

Ø      analyze quality of product,

Ø      analyze quality of product and prices of competition,

Ø      gather data about garment industry,

Ø      gather data about competition,

Ø   gather data from various institutions, associations, fairs, conferences, symposiums, magazines, Internet and other available sources,

Ø      gather data about the prices of raw materials, textiles and fuels,

Ø      make contacts with buyers and suppliers and

Ø      field researches ( polls, questionnaires, phone conversations).