Consumer trend research: sleepwear, loungewear and intimates
Abstract
The Trend Tracking and Forecasting class of Fall 2011
completed a project with the objective of researching consumer
preferences for women's sleepwear, loungewear, and intimate
apparel. The project targeted consumers who are female, 18 to 23
years old, attend college, and either live at home with parents, in a
college dormitory, or some sort of independent housing off campus.
The project required researching trends, evaluating stores and
products, and surveying consumers. The class was divided into
teams responsible for studying current, near, and distant fashion
trends in the sleepwear, loungewear, and intimates merchandise
categories, conducting a competitive analysis to evaluate current
retailers and product offerings in this market environment, and
researching how the targeted demographic likes to purchase and
use these garments. Our findings were presented to professionals
from Target with the intent to pass along information that could
give the company a competitive advantage in the retail industry.
Subject
Trends
Consumer research
Sleepwear
Intimate apparel
Loungewear
Competitive analysis