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Design Create Sell: A guide to starting and running a successful fashion business by Alison Lewy

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CHAPTER 3. Research

The Importance of Research

RESEARCH IS KEY to making any business successful, but in the fashion industry it’s vital as the variety of products and diversity of your potential customer is vast. Your aim is to identify where your product and/or idea will fit within the context of the following questions:

  • What is the size of the segment of the market you want to operate in?
  • Who is your target customer?
  • Where do they shop?
  • What are the price points your target customer is willing to pay?
  • Who are your competitors?

Knowing the answers will help shape your product development and overall business direction as the information you gather from your market research will feed into your business plan.

How do I go about ...

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