Unit 2: Market research & communication
Trend Forecast notes · PTU syllabus (BSTD 507-20)
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Unit summary
Forecasts are useful only for a known target market. This unit covers staying informed, identifying target markets and customer needs and communicating concepts through boards and illustrations.
After this unit you can
- Plan a routine to stay informed about the industry
- Define a target customer
- Communicate with boards and industry terms
PTU syllabus topics
- Developing a personal strategy for staying informed about the apparel industry
- identifying target markets and customer needs
- communicating creative concepts through roughs
- boards and illustrations using industry-standard terminology
Runways and designers
Fashion weeks
Street style
What real people wear
Social media
Instagram, Pinterest, TikTok
Forecast services
WGSN and others
Culture
Art, music, film, events
Topic 1
Staying informed and understanding the customer
- 1Read trade news and follow brands
- 2Visit stores and fairs
- 3Track social media
- 4Record observations
- 5Review monthly
| Customer detail | Question |
|---|---|
| Demographics | Age, gender, income, city |
| Lifestyle | Work, leisure, values |
| Needs | Comfort, price, occasion, sustainability |
Fashion leaders
High price, high trend interest
Fashion followers
Lower price, trend interest
Classic buyers
High price, low trend interest
Value buyers
Low price, low trend interest
Topic 2
Communicating concepts
Use mood boards, colour boards, fabric boards and fashion illustrations with industry terms (silhouette, palette, hand, handle, trims, fit) to present the forecast.
Key terms
- Target market
- Group of customers aimed at
- Demographics
- Statistical profile of customers
- Mood board
- Collage conveying a theme
- Silhouette
- Outline shape of a garment
- Fashion leader
- Early adopter of trends
Quick revision
- Define customers by demographics, lifestyle, needs.
- Communicate with boards and correct terms.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.What is a target market?
- Q2.Name two types of board.
- Q3.What are demographics?
Long-answer questions
- Q1.Explain how a target market is identified for a forecast.
Stuck on this unit?
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