This document discusses the results of a survey about fashion shopping preferences and online shopping habits. Key findings include that most people find clothes to be cheaper online than in stores, and use word of mouth, magazines, and celebrity styles to stay up-to-date on fashion trends. Concerns about online shopping include issues with sizing, materials, and the safety of providing credit card information online. Suggestions to improve an online fashion site include adding filters to search by color/item, tutorials on self-measuring, and programs to design custom clothes.

1. If you were a fashion brand which one would you be and why?
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Penneys/Dunnes Aspirational brands - High Stree Stores Second Hand Stores
Armani, Tom Ford (Topshop/Zara)
What factors dictate your taste in clothes?
Price
Fashionable
Unique
Where do you buy your clothes?
High Street
Penneys/Dunnes
Online
0 1 2 3 4 5 6

2. Is word of mouth a key aspect of where
you shop?
yes
no
Do you trust using a credit card online?
6
5
4
3 Yes
No
2
1
0
Additional Findings:
 There was almost unanimous agreement that buying clothes online is
cheaper than in a shop (7:1)
 Most people gauged fashion trends using magazines, websites, what
celebrities were wearing and by people on the street.
 Charity shops were widely used as they are cheap but also offer items
that are less likely to be commonplace.
 There was some concern about the safety of shopping online but people
trusted PayPal and were happier to use Laser cards than credit cards.
 It was also noted that it is hard for young people to get credit cards now
and if that was our market we would need to take note of this.

3.  The two things that would turn people off using/trusting a website was
bad spelling/poor layout.
 People would trust a website about which they had been told about,
one that featured a lock icon which showed that it was private or if they
already knew the brand. Alternatively they would trust a website that
listed an address, had some sort of physical presence and showed
pictures of the CEO/MD (www.hairybaby.com was cited as an example
of a transparent internet based business).
 Problems cited were:
Fitting (would people buy something they could not try on?)
Who is liable for something that is ordered and not paid for?
Designer or website?
Materials, what if a material was used which disagreed with
the customer?
How do we differentiate between a designer or a random
person who would just fancy making some clothes.
Would people be willing to trust a sketch?
 Privacy was noted as a key part of the website, people were more
likely to be honest about sizings etc if they knew no one else could see
what they were writing.
 It was agreed that in general women are more interested in fashion
and are more likely to seek out unique items whereas men are more likely
to want things that are convenient and cut down on the amount of time
they have to spend in a shop.
 Helpful additions to our website suggested were:
Have a filter which allows people to select a colour or
particular item, or both; e.g. all red dresses.
Have two different colour schemes for designers and
customers so there is no confusion.
Have a program that helps people to navigate the site and
design their own clothes.
Have a tutorial which explains how people can measure
themselves.