Dress Code-Anticipation for “Dressing Up Europe”

May 16, 2010

Ethnography marketing is an effective approach for marketers to gain more insights about the role of the products in their target audience’s lives. For example, if the marketer wants to launch a new product, the observation should focus on the questions: what’s the best appeal to reach the audience and who is the audience. On the other hand, for the products that are already available on the shelf, through ethnography observation, marketers are able to find out any opportunities for product improvement and development and then to motivate potential consumers.

Throughout this trip of global brand tracking, my anticipation relies on the two parts in the fashion industry.

Firstly, I want to focus on the role of clothes, shoes or cosmetics in consumers’ lives in London and Prague. I have never been to Europe, so I’m curious to know what their dress code is. The first approach is to observe the dress of the people walking on the streets, sitting in the restaurants or shopping in the supermarkets. Is there any difference between them and American, even Chinese? On the other hand, the observation in the retail markets (shopping malls and stores) always plays a vital role in knowing about consumers’ purchase patterns and habits. Besides observation, if possible, I still want to talk with the native persons about their stories and understanding of fashion, which helps me to get the insights and the interpretation for the dress code in London and Prague.

Secondly, I’m interested in decoding the advertising campaigns in fashion industry in London and Prague, such as the posters, billboards, brochures, flyers, TV commercials, POP displays, etc. For example, I can pick a global fashion brand and analyze whether it’s applying standardization or globalization strategy. If this fashion brand employs localization strategy, the question is what is the difference and why; what’s the connection between the differences and cultures?



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