2. Consumer
Psychographic vs
Demographic
• “Psychographics is the qualitative methodology
of studying consumers based on psychological
characteristics and traits such as values, desires,
goals, interests, and lifestyle choices”.
• “Demographic analysis is the study of a
population based on factors such as age, race,
and sex. Demographic data refers to socio-
economic information expressed statistically, also
including employment, education, income,
marriage rates, birth and death rates and more
factors”.
3. Consumer Psychographic vs Demographic
Psychographic Demographic
A quantitative method of data collection used
to measure subjective information, e.g.:
A quantitative method of data collection used to
measure factual information, e.g.:
Religious Beliefs Gender
Opinions Age
Favourite films Sexuality
4. Advantages and Disadvantages of
Psychographic data collection.
• After some research I have analysed
Psychographic data collection and these are
the advantages and disadvantages I have
come up with. I have done this to get a
better understanding of the importance of
research and also to help me focus on the
more useful types of data collection to best
research my products audience.
Advantages Disadvantages
A better
understanding of
specific audiences.
Relies on assumption.
Creates a better
understanding for
consumers.
Could be misleading.
Requires more
research which
results in strong
data.
Requires both
qualitative and
quantitively data so
could be costly.
5. Advantages and Disadvantages of
demographic data collection.
• I am now going to look at the advantages and
disadvantages of demographic data collection
to compare the two data types further.
Advantages Disadvantages
Demographic segmentation
helps the companies to target
customers who are most likely
to purchase their product.
Less personal. It finds people
based on general data. This
could lead to a less devoted
audience.
Demographics are easier to
measure than Psychographics
(it’s easier to find out
someone's age or gender).
6. Survey
Almost 78% of my survey takers think that location is
important when it comes to recording a fashion film.
This to me highlights that I have to think about my
setting and keep it relevant to the products I am
making. Since I am going to film my fashion film in a
woods I think my product will appeal to my audience
because the location will coincide with the
indie/urban clothing I am making and create a good
final product.
7. Survey
• Most of my survey takers have seen a fashion film,
although this doesn’t give me a lot of information, it
helps me decide how much detail I need to go into at
the beginning of my fashion film to explain what it is. I
will be able to make my film without any introductory
text or big explanations- this allows me to focus on my
work load.
9. Survey 2: answers
• This survey question has
confirmed that it is a good
idea to do something
bizarre and avante guard.
82.35% of people said
they’d like to see it which
is a strong majority. On
the other hand, 17.65% of
people said they wouldn’t
want to see it so I’m going
to take this into account
when I do a varied range
of designs.
10. Survey 2: answers
• Almost 35.29% of my survey
takers think that location is
extremely important when
it comes to recording a
fashion film. Surprisingly
29.15% of people thought it
wasn’t very important or
extremely important.
• This to me highlights that I
have to look at the music
critically. It should definitely
be included but shouldn’t
be over bearing.
11. Survey 2: answers
• 47.06% of my survey takers
think that presentation is
extremely important when it
comes to recording a fashion
film. Surprisingly 16.64% of
people thought it was
somewhat important or not
important at all. This was
interesting to see and I’m of
course going to follow the
majority and take care of my
presentation.
12. Survey 2: answers
• 88.24% of people
thought traditionalism
wasn’t important in an
art gallery. This is very
important as I initially
wanted to create
something quite plain
but evidentially this is
not something people
want to see.
13. Interview: Sugar Collective
• I interviewed Philippa Wilson the founder of Sugar
collective for interview one and got an amazing
outlook on her feelings around fashion photography.
• “Why is fashion photography important to you?”
• Philippa: “The idea of capturing clothing that I have
designed and showing it to the world is wonderful,
no single viewer experience is the same and I love
that”
• “What Is your favourite thing about fashion
photography?”
• Philippa: “It never gets old! I will always have no
unexplored ideas to bring to the world and I love
that- even if it’s been done before, it has never been
done before by me and that’s a very special thing”
• “Finally, what advice would you give me?”
• Philippa: “Don’t loose confidence, It is difficult to
stay motivated but you’ve got to trust your own
mind and stay inspired”.
14. Interview: sugar collective
• I decided to ask Phillippa a
few more questions
because I didn’t get any
responses from the artists
I messaged. I just want to
get a bigger idea of the
key influences of her work.
I’m going to look at these
artists and may go back to
my contextual research
and analyse them if I find
them useful.
15. Echo Friendly Fashion?
• According to these statistics from
the GlobalWebIndex, 58% of
people ages 16-21 would happily
pay more money for echo friendly
products. Because of this I’m
going to make sure to buy
materials locally if possible and
make sure to recycle the material
once I have finished with my FMP.
To confirm this, the figure
underneath from the same source
shows a growth of 7% for people
who would be interested in more
sustainable products since 2011.
16. Fashion Industry Statistics
• In this section, I want to look at statistics about the fashion industry, mainly
about how Coronavirus has effected it. By doing this I can go on to research
how they have combatted any problems and apply these solutions to my
work. Using current fashion industry techniques will also help me gain a wider
audience. According to a report by the Business of Fashion and McKinsey
Company, the global fashion industry suffered a 90 per cent economic profit
decline in 2020. A great way they have combatted this is through the use of
live fashion shows and live publishing's of fashion photos. After I have filmed
my fashion film I was planning on organising and making a gallery but I’m now
considering doing it online! If I do so I will add it to my research but state that I
added later on in the project.
17. Useful information I have found
• In an article by Statista, they mentioned the “growth in the direct integration
of shopping functionality online”. This basically means it is easier to by
clothing products directly online. This has lead to a big growth in people
buying clothing items on their mobile phones. If I do end up doing a live
gallery showing (as suggested in the previous slide). It might prove important
to make sure the site is publisher friendly.
