This document provides information on primary research methods. It defines primary research as data collected first-hand by the researcher. Some key types of primary research discussed include interviews, surveys, and focus groups. The document outlines advantages of primary research such as control over the method and sample, as well as disadvantages like time and cost involved. It also discusses important considerations for primary research like sample size and margin of error. Examples are provided of questions that could be used in a survey as a primary research method.

1. FMP Research [2.1, 2.2]
Erin Stephenson - 8656796053

2. Primary Research
• Primary research is data which is obtained first-hand. This means that the researcher conducts the research
themselves or commissions the data to be collected on their behalf. Primary research means going directly to
the source, rather than relying on pre-existing data samples.
• This type of research is particularly relevant where the data collected needs to be specific to the content. For
example, a company may perform primary market research to discover customer perceptions of their brand.
This could not be collected from any existing data source as it is unique to the business.
Primary vs Secondary Research – the differences
• The key difference between these two types of research is that primary research is collected first-hand whilst
secondary research is gathered from pre-existing studies.
• Primary research is also referred to as field research. It involves original research, which is carried out first-
hand, often for a specific purpose. It can be conducted through a range of methods including questionnaire's or
surveys.
• Secondary research is also known as desk research. This type of research relies on pre-existing data sources
such as company websites, articles and market research reports.

3. Types of Primary Research
Interviews
Interviews can take the form of a one-to-one or small group question and answer session, which can
be conducted over the phone or in a face-to-face environment.
Surveys
Surveys are most frequently conducted online and offer a convenient and cost-effective solution. The
length of a survey is a delicate balance: if a survey is too long, participants may get bored and leave
the survey incomplete. However, if the survey is short, not enough data will be collected to form a full
picture.
Focus Groups
Focus groups are used to collect data from a small group of people who are often subject matter
experts in the topic of research. Discussion is initiated between the group members to discover their
thoughts. This method is commonly used by businesses to gain insight into niche markets and learn
about their customers.

4. Primary Research
Advantages
• Offer a targeted approach to research –
allows specific issues to be addressed,
keeping the research completely relevant
to the objectives and scope of the project
• The research is specific to the individual
market, rather than the mass market
• Allows complete control over the method
used, along with the representative
sample size and the sample selection
process.
• Secondary research is often outdated and
may no longer be accurate.
Disadvantages
• Main advantage is cost involved in
process – secondary can often be
collected without cost, whilst primary
research is more involved
• Can be very time consuming to carry out,
especially if a large sample size is
required. The time required to effectively
plan primary research, carry it out and
analyse the data is much greater than
time carried out to conduct secondary
research.
• Respondents may be biased.

5. Sample Size
• When companies conduct market research, they refer to the
sample size as ”n”. This represents the number of participants
in the study.
• Sample size is the number of people you need to estimate an
accurate analysis of the whole population. If people don’t
respond to your survey or research, you’ll need to increase your
sample size to gauge a precise calculation.

6. How to Determine Sample Size
Conduct a Census
If your population size is relatively small, you might be able to take a census
instead of using a sample.
Use a Similar Study
There are so many studies around; it’s more than likely one will be similar to
yours. You can use their sample size to create your own.
Refer to a Table
While some studies are specifically detailed, others are more general. If your
research is measuring results from clinical or other popular research fields,
there’s a chance you’ll be able to generate a sample size by referring to a
table.

7. Sample Size – Margin of error &
Confidence level
• Errors are inevitable! The margin of error, aka confidence interval, is
expressed in terms of mean numbers. I can set how much difference I’ll
allow between the mean number of my sample and the mean number of
my population.
• Confidence Level – deals with how confident I want to be that the actual
mean falls within my margin of error. The most common confidence
intervals are 90% confident, 95% confident and 99% confident.

8. Audience Research
Primary, Secondary Research

9. Using surveys as a Primary Research
Method
• Surveys are a cost-effective method of sampling a large group
of people.
• They involve a series of easy to answer questions (most often
multiple choice). This allows quantitative data to be collected
and analysed by the researcher.
• The multiple-choice questions can also be supplemented with
open-ended questions to gather more detailed information and
allow thematic analysis to be undertaken.

10. Creating a survey
• Software/Website used: SurveyMonkey. The reason as to why I have chosen to create my
survey on SurveyMonkey is because I think it is the best formatted style which will suit my
questions best. Instead of just having multiple choice as the only option, you can also
include features such as comment box, multitask etc.
Things I want to keep in mind when creating my survey:
→ Don’t let the questions be too vague: make sure they will understand the wording
→ Don’t let the questions be too long: if its too long, they are less likely to finish the quiz as they may
feel it is taking too long
→ Have a variety of options: Make sure everyone filling out the survey can have an answer, if in doubt
add an ‘other’ option.
→ Make sure all the key points and statistics you are wanting to find out, are incorporated into the
survey; whether it is fashion style, social media and mental health, budgeting and money

11. Using Survey Monkey
Advantages
• Multiple options rather than just multiple
choice
• Very easy to understand
• Doesn’t take too much time to create –
this works with the time management
aspect of my work as I am not ‘wasting’
hours creating a survey that takes 3
minutes roughly to answer by people.
Disadvantages
• Paid features – in order to access things
such as unlimited questions, comment
box etc, you have to sign up to a
subscription. Even though the website
does have a variety of options when
creating your survey, you are also very
limited, more so with only being able to do
10 questions maximum. This wasn’t ideal
when creating my survey as I wasn’t able
to use follow up questions which would
allow my audience to give their opinion as
much as I would have liked to.
By outlining the advantages and disadvantages of using
this website, I am evaluating what works well and also
leaving room for improvement

12. Here is an example of
one of the questions
and its layout
In this example, I have
chosen to given detailed
examples of each ‘style
choice’. The reason as to why
I have given detail of the style
in this question is so it is
easier for people to answer.
With words such as
’bohemian’ people might not
know the clothes, colours that
it is identified by but it could
be their personal style and
not know it. This ensures that
people will be putting what is
true to them and not being a
bit clueless on certain
words/phrases.
With survey monkey, you are
limited to the amount of
responses you can have and
so for this question I was
limited to 6 responses. If I
were to do this survey again,
I would choose some
different styles as not all are
covered but also some of the
styles can crossover, for
example the ‘trendy’ style
could also go into sporty and
even preppy with tiktok
trends taking the internet by
storm.

17. Survey Monkey: Results
• After giving the survey a few days to settle and gather
responses, I have been able to pull together my own range of
statistics to use when putting together my audience profile.

18. Question 1: Which age group do you belong to?
Question 2: What gender do you associate by?
• The results from this question (1) on the survey have the majority under
the 18-24 bracket with 66.67% and the second being under 18 with 5%. As
for the rest of the results, they are distributed among the other age
categories.
• For this question (2), it was very close to a 50/50 response however for the
people that answered the survey, female is the highest with 60%.

19. Question 3: Do you use Social Media?
• With this question, every single person answered yes making it
a 100% response.

20. Question 4: If you answered yes to the previous question,
what is your main reason for using social media?
• As this question had more options, the answers were more
varied (more so with their being an ‘other’ option). Looking at
which response got the highest number, it was very close
between ‘talk to friends/family’ and ‘show day to day life’ with
the first one having 30% and the other 28%.

21. Question 5: Do you think social media is good for
people’s mental health?
• For this question it is 50/50 with either yes or no and the answer
was 100% to no. This answer most likely comes from all the
negativity coming from social media such as body issues,
people putting unrealistic expectations online, the consistent
cyber bullying and so much more. Social media has its benefits
but a lot of it comes with negativity.

22. Question 6: What style of fashion do you think you
associate with most?
• With this question, it allowed the people answering the survey
to get a little bit more personal and ‘express’ their own style by
choosing what they associate with most. For this question it isn’t
about seeing which one wins, but how large the variety is with
each style. Every response was answered, however ‘sporty’
took the lead with the most results. This could be because with
lockdown and people spending more time at home, sports wear
and ‘comfort clothes’ have become more common to wear, also
shown by additional statistics shown in later statistics I analyse.

23. Question 7: Would you ever branch out of your style
and explore more clothing?
• As I am wanting my project to focus on people ‘branching out of
their comfort zone – style wise’, this is one of the questions I
was most interested in as liked I had stated in the previous
slide, I want people to try something new fashion wise, even if
that is simply accessorising or even introducing a new colour
palette into their wardrobe. For this question, 70% of people
said yes to branching out of their style with 30% saying no.

24. Question 8: Do you care about other people’s opinion
when it come to your clothing/style or does it not bother
you?
• With the responses, it was quite varied with the results all being
very close together. However the most common, and mot voted
response was ‘I care a little bit, but it doesn’t bother me’.

25. Question 9: Do you class clothes/fashion as a luxury
or essential
• This question is more ‘money’ related and to see what people
think of ‘fashion’ and whether it is necessary or not. The results
of this question in the survey show that everyone who answered
said ‘luxury’.

26. Question 10: Would you consider going ‘out of
budget’ for pieces of clothing?
• With this question, the top response was ‘If I know it is going to
last/be durable’.

27. Interviews
• As well as carrying out a survey (via Survey Monkey) I also conducted
interviews on a more personal basis for more, detailed/explained
responses.
• By having a variety of primary research, this is giving me more data to
utilise in my project and to support my points in audience research.

28. Interview Questions
1. Do you believe fashion as a way for people to express their creativity and personality
and why?
2. In your opinion, do you think clothing pieces are becoming too expensive and as a
result, less people are buying high-end stuff.
3. Would you encourage people to buy clothing second-hand? And why if so.
4. When adding ‘accessories’ to an outfit, what is your preferred choice?: necklace, rings,
earrings, belt or ALL THE ABOVE :)
5. Do you believe in sustainable fashion and that it is better for our environment.

29. Interviewee 1: Abbie Tweddell
Brief Profile
• Age: 19
• Gender: Female
• In education?: Yes, University of Sunderland
1. Yes, I do. By being able to express personality in clothing and accessories, you’re able to make a first impression that
expresses yourself as a person without having to say a word.
2. Absolutely! Personally, I do not own any items from the brands such as Dior and Gucci anymore as they are only available to
that top 5%. I just don’t think it’s worth it as much.
3. I would encourage people to buy clothes second hand as I think its better for the environment. Instead of going to Primark and
buying clothes that aren’t needed, get yourself on depop and invest in clothes that will be more durable, and not contributing
as much to climate change.
4. For me, my preferred choice of jewellery is rings, I feel naked without them! They make my hands look better and aren’t too
excessive with them only being dainty meaning I can stack.
5. Similar to one of my previous answers, most certainly!

30. Interviewee 2: Abi Johnson
Brief Profile
• Age: 18
• Gender: Female
• In education?: Yes, A levels (Year 13 student)
1. For me, clothes is clothes, wear whatever you want, nobody really cares. I mean in lockdown I am practically living in
pyjama’s.
2. To a point yes, I just think you need to pick your brands carefully and you’ll be able to stay in budget.
3. If you believe so yes, but I wouldn’t be shouting from the rooftops.
4. I always have to have earrings in, I’m obsessed with ear piercings and rarely wear any other form of jewellery.
5. I think it’s better for our environment, but it’s unlikely everyone would follow.

31. Interviewee 3: Joe Ashworth
Brief Profile
• Age: 17
• Gender: Male
• In education?: Yes, Apprentice (Year 12 student)
1. Yes, however I don’t really get the chance to ‘express myself’ as I’m always in work gear.
2. It really depends on the brand in my opinion.
3. I think people should, it’s usually a cheaper option.
4. As a man, I don’t really wear much ‘accessories’ however I do always wear a chain and the odd ring here or there.
5. Honestly, I’m not that educated on the matter so I wouldn’t really know

32. Interviewee 4: Sophie Whyte
Brief Profile
• Age: 16
• Gender: Female
• In education?: Yes, GCSE (Year 11 student)
1. Yes I do, I love being able to express my creativity and my personality through items of clothing is important to me. Why fit in
with everyone else when you can stand out as an individual.
2. Absolutely. And this is encouraging people more so to buy clothing cheap rather from independent brands.
3. I would. And if you don’t want to buy second hand, buy from small businesses; this is the time when they need support the
most.
4. I love necklaces, whether it’s a small one or one with a large pendant grabbing everyone’s eyes.
5. I definitely do. Moving forward, sustainable fashion is the way to go in order to have a cleaner, better planet.

33. Interview ANALYSIS
1. Looking back on peoples responses to the questions asked, I got some common answers but also some clear opinions. For
example in question one, the majority said yes however there was the opinion from one interviewee that stated “For me, clothes
is clothes, wear whatever you want, nobody really cares. I mean in lockdown I am practically living in pyjama’s.” and also
putting together my survey responses it is furthering the point (also shown in secondary research) that people are moving more
towards ‘comfort clothing’ especially with the surge in people working from home. They can work in comfy clothes rather than
office attire and it doesn’t matter anymore, or at least not as much as it did.
2. For the second question, the general and majority of opinion was that clothing is becoming more expensive, however they
would bring it back to the point that it depends on the brand and your personal choice of style. When creating my product this is
something I need to considering when creating the ‘brand’.
3. When it came to asking people whether they would consider encouraging people to buy clothing second hand most said yes as
they know it is a step forward for the environment and don’t want to continue following fast fashion.
4. This question is a bit more difficult to analyse, as it varies due to the persons style choice, and based off all the answers
gathered, they were all different.
5. Mostly everyone said that they think sustainable fashion is the way forward, but there was a few that disagreed or aren’t too
bothered.

34. Social Media Statistics

35. By looking at how many people
(on average) are using social
media on a daily basis, this can
tell me how useful adapting
social media into my project will
be. As I am planning on creating
a brand page among social
media platforms, it is important
to find analytics on who is using
it, when it is being used most
frequently etc.

36. Looking at which platform is most used is key to learning
social media statistics and how I can utilise them in my
project. From this statistic on the right, it is showing that
Facebook is the ‘Market Leader’ shaping the social media
landscape since launch. It had 2.32 billion active monthly
users and remains the ‘most widely used social media
platform’. According to US statistics, roughly 2/3 of U.S
adults are reported to be Facebook users.
By keeping in mind that Facebook is the top social
networking service, when creating my product (as it is
marketing focused) I want to be keeping in mind which
social media platform is most used by the public.

37. From this statistic, it is showing that millennials are
using social media the most compared to
generation x and also baby boomers. This helps
me build up my audience profile as one of the
strongest points is the age group and this group
fits in well with my ideal target audience being 18-
24 year olds.

38. As I am already well aware, social
media holds a large amount of power
when it comes to product promotion
and advertisement. So to see that 73%
of marketers believe social media
marketing is effective for their business.
I want to focus on promoting a product
and this statistic backs it up.
As the majority of people are using social
media, there is no surprise 54% of social
browsers use social media to research
products. People are looking into reviews and
recommendations far more than they would
years back and this can impact the way I
present my product to my audience through
social media.

39. NRS Social Grades
• ABC1 – Middle Class
As I am planning to promote a product that is encouraging more
sustainable clothing, middle class and this NRS social grade
would be appropriate to incorporate into my audience profile.

40. Psychographics
• Socially Conscious type A
This group is concerned about how their actions effect the world around
them. They want to make the world a better place; recycle, drive fuel
efficient cars etc. They will respond to messages about making a difference
to society or the environment.
As my product is focused on sustainability but also still being
‘fashionable’ choosing this psychographic would be ideal as they
are more likely to respond to the advertisement and message
behind the project.

41. Geodemographics
• Mainly UK focused
This will be due to the sizing of the products, but however as I am
wanting to give the brand social media status, appealing to
people outside of the UK is important also. But with my products
holding the British currency of the pound in the magazine
focused work, they wont be able to relate to aspects of my
project, making it more UK focused.

42. Uses & Gratifications
• Personal Identity, Information, Entertainment/Escapism, Social
Interaction and Integration.
Looking at personal identity, this will be a large focus for this
theory. This is because I want people to feel individual and being
able to express themselves through clothing. Personal identity
focuses on reinforcing personal values and developing
behavioural traits. In terms of integration and social empathy, this
involves identifying with others and developing a sense of
belonging. I will not be focusing as much on the information
aspect as my project is about individuality and personal style
over informing people.

43. Finding/Choosing my Target Audience
After looking through a variety of statistics, creating surveys and also
carrying out interviews I am able to put together an audience profile for my
target audience with my project.

44. Audience Profile
• Age: 16-24, this is because the style of fashion I am using
would most likely appeal to them.
• Gender: Female, because of the sizing (not access to male
models)
• Psychographic: Socially Conscious type A, sustainability focus
• Geodemographic: UK focused, based on British currency

45. Fashion Industry Research
Fast Fashion, Coronavirus Impact

46. 'Coronavirus: Why the fashion industry
faces an ‘existential crisis’ - BBC
• Clothing sales plummeted by 34% in March as much of the worlds population is currently unable to travel abroad or even
socialise amid lockdown restrictions.
• The fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has
ceased, retailers have closed, demand has plummeted.
• This is an industry which is still almost entirely dependent on physical retail. More than 80% of transactions in the fashion
industry still happen in physical stores.
• “Unlike food or some medicines, [fashion] products do not go off. But many go out of style” noted The Economist. “Sometimes,
as with seasonal apparel collections, rather quickly.” - When creating my product this is something I need to consider in terms of
which clothing pieces I am wanting to promote.
• Gap and H&M, for example, have been offering mid-season sales, while Uniqlo is promoting discounted comfort-wear items
people are likely to need at home, such as jogging bottoms and leggings.(Browns in London has reported a 70% increase in
sales of loungewear.) – By looking at these statistics it can help me determine on prices, this is also an area where I need to
heavily use my audience research as money plays a large role in buying these products.
• “I feel very strongly that when we come out at the other end, people’s values are really going to have shifted,” Vogue editor
Dame Anna Wintour said.
• “I think it’s an opportunity for all of us to look at our industry and to look at our lives, and to rethink our values, and to really think
about the waste, and the amount of money, and consumption, and excess that we have all indulged in and how we really need to
rethink what this industry stands for.”

47. 'Coronavirus: Why the fashion industry
faces an ‘existential crisis’ - BBC
• The fashion industry is hugely polluting, producing about 1.2 billion tonnes of carbon emissions per
year – and for some time has been under huge pressure to become more sustainable.
• Much has been made of the damaging effect of so-called “fast fashion” in particular, where
consumers buy something cheap, hardly wear it and then throw it out.
• “The conversation about sustainability and the fashion industry has been going on for a long time
now, so this is not a new conversation, but I do think this situation is a great accelerator,” Amed
says.
• “It’s going to accelerate the fashion industry’s engagement with digital technology, and its desire to
rethink the fashion calendar, but it will also accelerate the approach to sustainability and building
responsible businesses. That means using supply chains that are creating clothing in a circular way
and take into account the impact on the planet and the people who make our clothes.”
• The fashion industry, which was generating $2.5 trillion (£2.02 trillion) in global annual revenues
before the pandemic hit, will be hoping consumers’ appetite for designer clothes returns when
lockdown restrictions ease.

48. UK fashion industry statistics
Population 65.12 million
Labor force 33.0 million
Unemployment rate 4.8%
GDP per capita (PPS) 46,297 dollars
General Data Employment in fashion-related industries 555,000
Retail sale of clothing 414,000
Retail sale of footwear and leather goods 59,000
Wholesale of clothing and footwear 43,000
Manufacture of wearing apparel 34,000
Manufacture of footwear 5,000

49. UK fashion industry statistics
Employment
Currently around 555,000 people are employed in fashion, textiles and
fashion retail in the United Kingdom. Most jobs in fashion related industries
are in the retail sale of clothing. The sub industry employs 75% with 414,000
people working in the retail sale of clothing. Also the retail sale of footwear
and leather goods provides a fair amount of jobs in fashion, about 11%,
59,000 employers work within this sector. Another 8%, 43,000 employers,
work in the wholesale of clothing and footwear. With respectively 34,000 en
5,0000 positions, 6% and 1%, the least amount of jobs are manufacturing of
footwear.

50. UK fashion industry statistics
Fashion Companies
Top companies based on market capitalization
The biggest company in the UK based on market capitalization is the Burberry Group plc. The luxury
fashion company is valued over 10 billion dollars and has revenue of 3.8 billion dollars in 2017.
Burberry sells its products through retail and wholesale channel, retail sales accounted for 77% of
revenue compared to 22% from wholesale.
1. Burberry 10 billion dollars
2. Next Plc 7.16 billion
3. Mark and Spencer 6.18 billion dollars
4. ASOS 6.18 billion dollars

51. Global fashion industry statistics –
International apparel
Value of the global fashion industry: 3,000 billion dollars (3 trillion), 2% of the
world’s Gross Domestic Product (GDP)
Retail value of luxury goods market 339.4 billion dollars
Value of the menswear industry 402 billion dollars
Value of the womenswear industry 621 billion dollars
Bridal Wear market 57 billion dollars
Childrenswear market 186 billion dollars
Sports footwear market 90.4 billion dollars

52. The State of Fashion 2021: In search
of promise in perilous times
• In 2021, the COVID-19 pandemic will accelerate industry trends, with
shopping shifting to digital channels and consumers continuing to
champion fairness and social justice.
• Given the disruptions of recent months, many companies are reconnecting
with their supply chains, making tough decisions and ramping up
omnichannel services.
• While the crisis has visited a devastating impact on businesses and jobs, it
may also have accelerated responses that can lead to positive outcomes.

53. The State of Fashion 2021: In search
of promise in perilous times

54. As the world recovers from the COVID-19 pandemic,
what will be the defining themes in the business of
fashion?
As decision makers continue to manage uncertainty, the most
successful will be those that get a grip on the trends shaping the
fashion landscape. That means focusing on an omnichannel
perspective, of course, but also emphasizing the importance of
sustainability through the value chain. Consumers will reward
companies that treat their workers and the environment with
respect, and the deeper relationships that emerge will bring
benefits in agility and accountability.
We see brands rethinking store formats and leveraging data and
analytics to predict football, manage assortments, and built
personalized offerings. Flagship stores will be branded as
discovery zones and tasked with creating emotional connections
with customers.

55. Looking at brands: Urban Outfitters
• The reason as to why I have chosen Urban Outfitters as one of the brands
to research is because the company was one of my original inspirations in
terms of brands based off their social media presence, how they advertise
to their audience and promote themselves across.
• Owned by retail-industry giant URBN – who also own Anthropologie and
Free People, Urban Outfitters has over 2000 stores across the United
States, Canada and Europe. However, as on the North America’s top
retailers, it is easy for consumers to be swept up in the hype of the brand,
rather than reflect upon its commitment to sustainability and ethical
practice. Dockrill, M. (2020). How Ethical Is Urban Outfitters. Available:
https://goodonyou.eco/how-ethical-is-urban-outfitters/. Last accessed 7th Jan
2021.

56. Urban Outfitters: Website

57. Urban Outfitters: Instagram
A way in which people can use social media to gain large
engagement is utilise all of the features available to them on
Instagram. In recent years, the social media platform has
added new features for creators to use to interest their
audience. An example of this is IGTV. As Instagram used to
only allow videos to be 60 seconds long, this new feature of
uploading videos with no time limit, similar in a sense to
YouTube videos. One way in which creators most commonly
use this feature is for uploading IG lives.
One thing that is immediately
noticeable when looking at Urban
Outfitters Instagram is the
verified blue tick. This adds a
sense of security to the audience
as with an account having a
verified tick, it is truly them and
the viewers don’t need to worry
about false advertisement.

58. Instagram: Interacting with followers
With having a brand
account on social
media, one thing that is
common and key to
keeping an audience
interested in the brand
is interaction, making
them feel involved.
In these two examples shown, we can see the social media
team behind Urban Outfitters interacting with their audience.
A reason as to why brands to this is for marketing purposes;
by involving their buyers and customers into the brand and
making statements personal such as ‘we hope you’re feeling
loved today’ keeps their audience engaged. Another
advantage to these ‘posts’ is that it allows for the brand social
media feed to look more ‘aesthetically pleasing’.

59. Urban Outfitters: Their ethical representation
• A reason as to why I am looking into UO’s ethical representation
is because clothing brands are becoming more sustainable and
eco-friendly. More so with climate change being a top topic in
news and media.

60. Urban Outfitters: Their ethical representation
• Founded in 1970 in a small space across the street from the University of
Pennsylvania
• “We share our customers’ interests and values, representing community at
all times by offering inclusion in social media, events, community
involvement, and entrepreneurial opportunities.”
• “Offering a mix of in-house and branded product and covering apparel,
accessories and shoes, UO Women’s provides a fashion destination for
customers who define their own sense of style”
• “With a focus on lifestyle and culture, UO Men’s presents a continuously
updated mix of premium basics and on-trend fashion pieces, featuring
denim, exclusive collaborations, limited edition sneakers, graphics and
accessories.

61. Urban Outfitters: Their ethical representation
• They use some renewable energy in its direct operations to reduce its climate
impact, but no meaningful action has been taken to reduce or eliminate
hazardous chemicals. There is no evidence it implements water reduction
initiatives. (Environmental Impact)
• Despite having a policy stating that Urban Outfitters does “…not knowingly carry
products that use cotton originating from Uzbekistan”, in 2014 it received the
lowest score possible on a survey conducted by the Responsible Sourcing
Network that measured action taken by brands to ensure cotton originating from
Uzbekistan was not used in its products. There is also no evidence that Urban
Outfitters supplies its workers with a living wage. (Labour Conditions)
• There is no evidence UO has an animal welfare policy, while it does not use fur,
down, angora, or exotic animal skin, it does use leather, wool and exotic animal
hair from unspecified sources. There is no evidence it traces any animal products
to the first stage of production. (Animal Welfare)

62. Why is sustainable clothing important
•“The fashion industry is known as one of
the most polluting industries in the world.
Making a conscious decision to shop
with sustainable and ethical brands will
make a difference to the planet and the
people within it.” – The Natural Edition

63. Why sustainable fashion matters
• Just as consumers today are taking a closer look at the food they consume
and the chemicals they put into their bodies, they are also shifting their
purchasing decisions to create a cleaner environment through the clothes
they wear.
• One of the biggest culprits in the fashion industry is ‘fast fashion’ or clothes
made cheaply to meet demands for the hot new styles. However, fast
fashion is putting our future planet at risk
• “What so many of us forget or perhaps don’t realize is that sustainability is
not just about bamboo based fibres and slapping the term ‘sustainable’ on
the hang tag. True sustainability comes when the entire supply chain of
that bamboo is sustainable.”

64. Why sustainable fashion matters
• “We have to understand that a supply chain is its own ecosystem that must
be sustained and supported indefinitely in order for the world to see true
environmental impact. We must design, develop, and manufacture into
that premise.”
• Sustainable fashion takes into account the entire supply chain and life
cycle of a garment, from where and how its made to when it ends up in our
landfills. It is important for consumers to think about how their purchase
affects the environment, the lifecycle of their garment, and how to invest in
clothes that last longer.

65. Why sustainable fashion matters:
Small steps make a big difference
• Commit to buying less
• Limit your outfits per day
• Invest in pieces that last longer
• Next time your shopping, do your research. Pay close attention to how
brands use the term ‘transparency’. Do they really mean it and prove it?
Does the brand take initiatives with the fabrics used? Are they committed
to ethical/sustainable practices?

66. Why is sustainable clothing important
Quality reduces waste
Sustainable brands focus on quality, using materials and finishes that are made to last as
well as being kind to the environment. The clothing produced by fast fashion brands isn’t
made to last – the aim is to get you to buy more, so why would the focus be on making
quality long lasting clothing? In choosing sustainable brands that provide quality, you can
reduce waste as well as the amount of clothing that you buy (also saving you money)
You should do you
Fast fashion is all about trends, but we’ve been told what to wear for so long many of us
have forgotten what our own unique style looks like. Many sustainable brands focus on
creating timeless pieces of high quality. Curate your own personal style, say goodbye to
money wasting fashion trends and wear clothes that reflect you.

67. Why is sustainable clothing important
It’s better for the planet.
The fast fashion industry leaves behind a huge environment footprint. From the landfill
impact, and power and water consumption, to the pesticides and insecticide used in
growing cotton and chemicals that are making their way into the water supply and affecting
the health of those in the supply chain, its safe to say fast fashion is a real problem for the
environment. In choosing sustainable fashion you can say no to supporting the negative
environmental impact that the fashion industry is causing, and in-turn reduce your own
environmental foot print.
It’s better for people
Fast fashion has kept the cost of clothing down at the cost of low pay and conditions in
developing countries. By switching to ethically made brands you are ensuring that the
clothing you choose to spend your money on hasn’t taken advantage of workers or used
child labour.

68. Fashion Magazines
A fashion magazine is a promotional part of different fashionable brand. Normally this magazine consists of various
fashionable pictures, articles, stories, or other promotional features. In modern times, fashion magazine is not only
popular for a group of people, but also popular for the common peoples. Fashion magazine enhances consumer
knowledge about the well-known brand and upcoming brand.
Top 5 Fashion magazines in the world
1. Vogue: Published in 23 different countries as well as popular for also being a lifestyle magazine. First
published = 1892. Founder = Arthur Turnure
2. Elle: Considering as a bestselling fashion magazine in the world. This magazine consists of the latest news of
fashion and trends in fashion. First published = 1945. Founder = Pierre Lazareff and Helene Gordon.
3. Glamour: Known as ‘glamour of Hollywood’. First published = 1939. Founder = Condé Montrose Nast
4. Marie Claire: The focus of this magazine is the new fashion. Published over 35 countries. First published =
1937. Founder: Jean Prouvist and Marcelle Auclair
5. Harper’s Bazaar: Initially Bazaar was a weekly magazine for middle and upper class women, but now this
magazine is one of the best fashion magazines in the world. First published = 1867. Founder = Harper &
Brothers.

69. Different types of Fashion
Photography
Catalogue Photography
• Catalogue photography is perhaps the simplest of the fashion photography
styles. Its purpose is to sell clothing, and the focus is on the outfit. It is
really a type of product photography. The only real difference between
catalogue photography and product photography is the presence of the
model. Even so, the focus remains on the clothes. Usually, the biggest
problem the photographer faces with this style of fashion photography is
the lighting. You want to use lighting that captures the details of the
clothing without washing out the colours. To do this, its best to avoid using
indoor lights or shooting at night.

70. Catalogue
Photography

71. Different types of Fashion
Photography
High Fashion Photography
• High fashion is something people see frequently on the cover of their
favourite magazine. But, from the photographer’s perspective, high fashion
means well-known supermodels in exaggerated poses, a sometimes
unrealistic wardrobe, and all elements including hairstyles and location
blended to create a flawless image. You’re constantly confronted with
difficult decisions regarding location, lighting, models, wardrobe, hair, and
much more. One of the first things you should do is carefully consider the
mood you want to create with the shoot.

72. High Fashion
Photography

73. Different types of Fashion
Photography
Street Fashion Photography
• Street Fashion, also known as urban fashion, is often thought of as the opposite of high
fashion. An offshoot of street fashion is alternative fashion-grunge and hip-hop are
examples that later become mainstream street fashion styles. Street fashion looks are
more rugged than high fashion. It consists of the kinds of things people wear everyday
like jeans, shirts, and hoodies. It also includes dresses that look elegant, but don’t
sacrifice comfort. Photographers who specialize in this style are often shooting regular
people on the street rather than models. Most of the time with street fashion, it isn’t just
about what the person is wearing; its also about their expression, how confident they look,
the light, and how what they’re wearing accents their attitude. To capture street fashion
shots, most photographers use a longer lens. That way, they can get photos from a
distance without making people feel self-conscious about the shoot.

74. Street Fashion
Photography

75. Different types of Fashion
Photography
Editorial Fashion Photography
• You’ll find editorial fashion photography in publications like magazines and
newspapers. The images usually accompany text, which can be about a
wide variety of subjects. Editorial fashion photographs can also tell the
story themselves or they may suggest an intriguing backstory. Often you’ll
find editorial fashion images that are part of a theme or concept. The goal
is to create a specific mood that tells the story. These images might involve
one brand or several brands and various styles of photographs, from
closeups to long distance shots. Despite the challenges, editorial
photography can be one of the more rewarding fashion photography styles
because of the creativity it allows.

76. Editorial Fashion
Photography

77. Magazine Analysis
• Why look into a variety?
• How will this help me when planning my own?
• Looking into more than double page spreads.

78. One thing that draws the
audience’s attention is the
image of Emma Watson
taking up the whole left hand
side of this double page
spread. The camera focuses
on her eyes and lips, making
them stand out the most to
the audience. This is
effective as half of the page
is of her showing what the
magazine could possibly be
about.
In terms of the colour palette
for this issue, they have
decided to stick to mainly
black ,white and red. This is
an ideal colour palette as not
only will the black contrast
with the white but they will
also contrast heavily with the
red. The red lipstick and and
lipstick mark on the middle
photo of the right hand page
match perfectly. The red font
on the page also grabs the
readers attention as it stands
out brilliantly against the
solid white background and
contrasting with the rest of
the black text. As well as
this, the red text matches the
lipstick on the picture,
bringing the colour from one
half of the double page
spread over to the other,
combining the two halves.
The font used for her first
name is very
classy/sophisticated,
possibly representing the
calm/sweet side of the
celebrity in comparison the
last name being in a bold
and big font (also being in
red contrasting with the first
name) potentially showing
an outgoing and powerful
side.
The articles and columns give structure to the page as well as
formality, the font used is small and the language used is formal
which can link to elegance.
The sub-images on the right page harshens the amount of text in the
article and give the reader more content

79. This example is of a double page spread from the Rolling Stones magazine from the year
2012. In this issue, it features singer Adele. The magazine had a feature in 2012 titled ‘The
women who rock’ in which this article was included in.
The colour scheme for this
double page spread is
monochromatic (black & white).
This can give a classy and
superior feel suggesting the
formality of the article and also
the seriousness of featured
singer Adele.
The title of the magazine article
is ‘The Triumph of Adele’. It is
written in a bold, black serif type
face to stand out in contrast from
the grey toned background. It is
fairly large, taking up the top left
hand quarter of the spread with
the title giving an indication of
what to expect. Having a large
title is conventional of double
page spreads and is particularly
typical for ‘the Rolling Stones’
magazine.
The drop cap is a typical convention of
a magazine. It is the first letter of the
first word in a paragraph being enlarged
to take up usually around 3 – 4 lines of
text space. In this example. It is done
on the letter ‘I’ in black as well as also a
bold text (same as the article title). This
being used, draws attention to the
beginning of the article and also adding
more to a simple text box, making it
more interesting and appealing.
The main image is a close up shot
of Adele with the mode of address
being indirect enforcing curiosity for
the readers. The look is very natural
with detailed editing to create an
airbrushed look (now a massive
controversy in many magazines
with unrealistic body types and
faces). This could again suggest
classiness (like the colour scheme).
The image is the main focus of the
double page spread, taking up the
whole right hand side of the article,
and carrying on slightly into the left
bringing it all together. The close up
can relate to how we are getting a
close up of Adele’s life and finding
more about her.
The overall layout for this spread shows the style of the Rolling Stone magazine which is simple but there
is still a lot to look at. The main image takes up most of the space including overlapping the middle page
cut. The way they have showcased Adele is not her looking triumphant to relate to the article but her
looking humble. The style of the font also matches the artist as it appears very classy and elegant to
reflect the image

80. At the top of the magazine there is the masthead
denoting the title of the magazine: NME which is an
acronym for ‘New Musical Express’ supported by
the tagline below. The magazine is able to use an
acronym as the magazine’s editors assume its
viewing audience consists of loyal readers who are
interested in the magazine’s contents and genre,
being music. This is further supported by the fact
that the image of tyler is superimposing the impact
proving that every letter doesn’t have to be seen,
suggesting NME is an established and well-known
newspaper. The masthead is placed high enough
on the front cover to be spotted easily, but is not
blocking the central image. The title is in a large
font in the colour red, suggesting action. The bold
font combined with the colour red causes someone
passing by to notice the magazine before any other.
Red is also seen as an attractive colour which is
being used here to grasp the reader’s attention.
The theme of this issue is Britain which is shown
with the colours of the text combined with the
colours of the clothing that the model is wearing
being red, white and blue. As well as this, we are
told that it is a Will and Kate commemorative issue.
The theme of a wedding is shown by the veil and
flowers that the artist is holding in his hands. This
may cause more people to buy the magazine as
the event featured on the front is relatable to
popular culture in the media at the time of release.
But there is also a controversial quote which could
cause intrigue meaning the reader will want to read
further into the magazine, ‘I don’t give a sh*t about
a royal wedding’.
The name of the artist stands out in red
from the white background and the word
‘anarchy’ describes the hip-hop/rap
genre. The word anarchy suggests
freedom, which is expressed with the
freedom of language and culture in hip-
hop/rap.
The gold border around the front cover
shows the royal theme as gold is considered
to be expensive and can therefore be
associated with the Royal Family and people
who are wealthy. Gold is also seen as
precious and a one-ff. The fact the idea is a
special edition means it can be different to
common conventions.
The magazine ignores the common convention
of positioning a lot of its information in the left
third and instead positions it in the right third.
This connotes that once people see the logo and
the quote on the left third they will pick up the
magazine and see the res of the front cover.

81. The main image for this front cover is of
Kate Moss the model. She is the main
focus of the image whilst the background
is blurred and out of focus. She is dressed
in light colours with the yellow
representing the season summer which is
effective as the main cover line is
‘sensational summer’ and so the viewers
are already clued in to what is included in
this issue. She is on the front cover as
she is a young woman advertising
upcoming fashion which attract young
women as well as teenage girls.
In terms of props in this cover, there are
not really used as the viewer’s focus need
to be on the clothes. There is an outside
setting an background in this picture
which is blurred, while the model is in
focus. The viewer is still able to see that
the background consists of purple flowers
and other plants to represent the sense of
summer. With the purple flowers, they
also contrast against the yellow in the
main image as they are opposite colours
on the colour wheel.
The masthead is ‘VOGUE’ in the largest font and
stands out the most to show the viewers the
company of the magazine. The cover lines are
‘Sensational Summer’ ‘Who’s that girl’ and ‘Girl
Racer’ which all show what stories will be in the
magazine. This is effective because the viewers
know what the magazine will be about without
having to flick through pages to find out. The
strapline is ‘Real Style in Real Life’ which
indicates to the readership the type of magazine
it is and from this strapline the viewer knows that
it will be about style and fashion. Lastly there is a
sell line included which is ‘One-Stop wonders’
and below this it says ‘The nude shoe. The T-
blouse and cool culottes’ in which the magazine
is trying to advertise and sell. This is on the
cover so that the viewer knows what is being
advertised inside the magazine without having to
flip through the pages to find out.
The audience that this magazine would
typically appeal to are teenage girls, and young
women. This is because the magazine is
representing fashion for the upcoming summer
and will attract many teenage girls and young
women as they want to know what fashion is
‘trendy’ and what isn’t.
The magazine mainly consists of blond
font styles so that they catch the viewers
attention. ‘VOGUE’ ‘Sensational
Summer’ and ‘Kate Moss’ stand out as
well as bold, this is because these
words are the most important and the
viewers will be most interested in them.

82. The masthead is strategically placed in the top
left hand corner of the page, high enough to
attract attention by ensuring it doesn’t obscure
the central image. It is a bold one letter word
that is simple but also effective. Q+ is aimed at
a female/male (unisex) audience for 16+. It is a
music magazine suggesting it is aimed
towards a wider ranged audience because it
could contain many sub genres. By making the
masthead largest on the cover, it signifies the
magazines importance ensuring you know and
recognise it.
The central/main image acts as a key
signifier, it introduces us to the main
artist in the issue. In the image, they
have chosen to use a direct mode of
address with Adele looking directly into
the camera, into the audiences eyes,
creating a relationship with the reader.
She is also touching her lips with her
finger which can connote sophistication
but can also be seen in a provocative
light as well as mystery.

83. The main image of this contents page is
very central so the reader’s eyes will be
immediately drawn to it. The image itself is
a long shot of the model, clothed in a
patterned red dress which can connote lust,
this paired with the body position of the
model suggests a sexual and confident
look. As VOGUE is a women’s fashion
magazine, it will want to make the clothes
the featured look, even if it is not a celebrity
sporting it.
The masthead of VOGUE is included
on the contents page which helps
emphasize the brand and identity of
the magazine. It appears to be one of
the main features of the contents page
with it being very large and eye-
catching with the black font
contrasting against the white
background.
As the contents page shows a lot of
information about what is featured within
the magazine, the subscription
information is also included as many
articles listed could be personally
attractive to individuals and with this
information in the contents page it is easy
to see what to do. The title ‘subscribe to
vogue’ is in a different font to the other
headers on the page, yet again making it
more eye-catching and also being easy to
see. They have also incorporated ‘free
gifts’ into it with an image of an anti-aging
cream, given as a free gift for subscribing
to the magazine which would appeal to
women who may be a bit older and as
vogue is described as an ‘age old
magazine’ even more so.
The date of the issue featured is at the top right hand side of the
contents page. The date February 2010 is reasonably small as it is
not the main priority of the page. It Is in a bold font however and in
a colour which contrasts against ‘vogue’ making it easy to spot
Surrounding the main image there are
different sections of things included in the
magazines, divided into categories that
would ‘appeal to the target audience’. For
example with the ‘cover stories’ section
having a small amount of information about
articles featured in the magazine, as well as
the page numbers included to make it easy
to find. The titles of the columns are the
same colour as the dress, making it stand
out but also tying in the whole colour palette
by bringing the dress together with text also
making it look aesthetically pleasing.

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