This document summarizes research conducted to inform the marketing strategy of an upcoming clothing brand. A survey of 50 students aged 18-25 was used to identify key fashion trends and consumer preferences. Variables like preferred styles of shirts, pants and tees, pricing, colors, and environmental concerns were examined. Statistical tests of hypotheses around preferences for items like jeans and t-shirts were performed. Multiple regression analysis revealed several significant variables that influence buying habits, such as preferences for certain lower styles, colors, and fits.

1. Fashion Trends and
consumer buying
habits
Rafay Salman Mazhar
11u0304

2. Background
• The research has been done for an upcoming
clothing brand.
• To develop it’s Marketing strategy
• See what to produce- and in what quantities to
produce to develop a suitable feasibility report
for its investors and the management to take
appropriate action.

3. Methodology
• 50 Questionnaires were distributed in Lahore
School of Economics.
• Age Group 18-25 years were targeted.
• Convenience sampling
Secondary Research
Reading fashion reviews by critics on
international forums

4. Independent variables
• Gender
• Age
• Existing brand
• Style of casual shirts
• Print for casual shirts
• Price for casual shirts
• No. of casual shirts bought
• T shirt color
• T shirt price
• T shirt color
• Lowers favorite product
• Color for lower
• Price for lower
• Denim styling preference
• Brand consciness
• Buying habbits-seasonal or yearly
• Self buying- peer pressure ?
• Concerned about the environment
• Waist size
• Photo shoot attraction
Leads to
Fashion Trends and
buying habits

5. Hypothesis Tests
Ho= People prefer jeans
H1=People don’t prefer jeans
H0= Men prefer T-Shirts
H1= Men don't prefer t-shirts
H0= People like to wear double pocket shirts
H1= People don’t like double pocket shirts
Ho= People like slogan based tees
H1= People like graphic based tees
H0= care about the
environment
h1-= don’t care about the
environment

6. Multiple regression with insignificant
variables

7. Significant variables
Pref for lowers 0.9731
Tee 0.9294
no. of tees 0.8338
V Neck 0.7091
Polo 0.7001
Fav fit for lowers 0.68
Tee color 0.6161

8. Correlations in the model as a whole