Part 2: Identify the current political, cultural, or social trend and the product from a pre-existing fashion beauty or lifestyle brand – 30 points – DUE
1. Identify the trend and explain its why it should be highlighted. Base your reason for choosing the trend in research, NOT your personal opinion.
2. Identify the existing brand or retailer and explain why the brand or retailer was chosen. Again, base your reason for choosing the phenomenon in research, NOT your personal opinion.
3. Explain why the trend is an appropriate platform for the brand or retailer you have chosen.
4. Explain your choices bearing in mind your brand’s current positioning, competitive advantages and strengths and weaknesses (SWOT analysis). https://www.investopedia.com/terms/s/swot.asp
Part 3: Research one other brand or retailer who has captured the trend identified in part 2 – 15 points – DUE
1. Identify a brand or retailer that has already captured a trend similar to the one you’ve identified in part 2.
2. Conduct research on the leading fashion, beauty or lifestyle retailer and brand, which has captured the trend.
3. How did the brand/retailer approach the trend in their product assortment and marketing plan.
Part 4: Target Market – 10 points – DUE
1. Identify the target market the brand or retailer will attract through its association with the phenomenon. Include the following:
a. Demographics (age, income, education, family, gender, ethnicity/race, etc.)
b. Psychographics (the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.)
i. Claritas or VALS
ii. Name and describe two (2) psychographic profiles, which best describe the target market/customer
Part 5: Products – 10 points – DUE
1. What product categories will be sold?
2. Describe the product assortment.
Part 6: Marketing plan – 10 points – DUE
1. Where will the products be sold + why? (chosen retailer’s store + website, other retailers or websites, etc.)
2. How will the products be marketed (social media, TV, catalog, etc.)
Part 7: FINAL REVISED PAPER- 15 points – DUE
Demonstration of the proper use and understanding of fashion terms and vernacular –- assessed throughout the assignment.
Assignment Details:
1. The research paper must include a title page, including:
a. Title of paper
b. Course name
c. Course number + section
d. Your name
e. Professor’s name
f. Date submitted
g. One sentence, which describes the paper
2. Table of Contents:
a. Based on the components of the assignment above, create a table of contents for the paper.
3. Introduction
4. Conclusion
5. In text citations:
a. The paper must include in text citations demonstrating the research in the APA format
b. https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html
c. https://www.citationmachine.net/apa
Works Cited – in the APA format
1. The works cited grade includes a works cited page in the correct APA format.
2. In text citations in the correct APA format are required.
Research Paper Rubric:
Part 1: Writing Center visit 10 points
Part 2: Discussion of trend + brand/retailer 30 points
Part 3: Discussion of other brand 15 points
Part 4: Target market 10 points
Part 5: Product assortment 10 points
Part 6: Marketing plan 10 points
Part 7: FINAL PAPER 15 points
Total 100 points
Instructions:
• Format:
o 8.5 x 11” portrait style
o New Times Roman 12 point font
o 1” margins – top, bottom, right + left sides
o Double-spaced
• Submission
o Submit via Canvas in the appropriate submission areas
o Submit as an attachment as a Word doc or PDF
o Submit NO LATER than the due dates listed in the assignment.
o SEE LATE WORK POLICY ON THE COURSE SYLLABUS
• Page length + word count requirements:
o 10 pages maximum – excludes title page, table of contents, works cited, charts, graphs, photographs, etc.
o See page count maximums for each section of the assignment
• Source requirements:
o APA citation style
o A minimum of 10 reputable sources required
Acceptable resources include, but are not limited to:
Databases from VCU Libraries
Business periodicals
National Retail Federation
Business of Fashion
Women’s Wear Daily
Trade Associations
Unacceptable sources include:
• In Fashion textbook
• Wikipedia
• Blogs