You have a choice of researching a:
1) Famous fashion designer such as Ralph Lauren, Balenciaga, Coco Chanel, Anna Sui, etc.
or
2) Publicly traded retail company such as Moët Hennessy Louis Vuitton (LVMH), the Gap, Neiman Marcus, Abercrombie & Fitch, Gucci, Target, etc.
1) Designer Research Paper to include:
• Cover page – Title of paper, student name, date, course number and section
• History of designer’s life
• Branding and Marketing: Discuss the branding and marketing of the designer’s merchandise. Discuss the psychographic segments that purchase the designer’s label or labels. (Experiencer, achievers, etc.) Identify and describe the designer’s advertising and public relations strategy by reviewing advertising and PR in print, web, TV, direct mail, fashion blogs, social media, etc.
• Financial Information. Research company ownership, if the designer’s company is public find the stock price, sales and revenue, return on assets, net profit, cost of goods sold. Research where the designer manufactures and sells his or her merchandise. Identify the price ranges for the designers labels.
• Observation of Apparel. Visit a store that carries the designer. Examine two to three pieces of the designer’s apparel. Describe the designer’s use of color, silhouette, fabric and findings, themes, labeling and design techniques. Are there any historical elements in this designer’s work. Describe the visual merchandising of the designer’s line. Go to page 318 in Apparel Concepts and Practical Applications for questions to consider answering for this section of your paper.
• Bibliography Include journal articles, books, and internet sites. Please do not get all your research from the internet or Wikipedia.
2) Publicly Traded Retail Company Research Paper to include:
• Cover page – Title of paper, student name, date, course number and section
• History of company
• Products or Brands – Fashion, leather, fur, perfumes, cosmetics, watches, jewelry, etc.
• People in the company – Board of directors, executive team, organizational structure, etc.
• Corporate Governance
• Marketing: Discuss the branding and marketing of the company’s products or stores. Discuss the psychographic segments that purchase this company’s products or brands. (Experiencer, achievers, etc.) Identify and describe the company’s advertising and public relations strategy by reviewing advertising and PR in print, web, TV, direct mail, fashion blogs, social media, etc.
• Financial Highlights: Research and explain the stock price, sales and revenue, return on assets, return on sales, net profit, and cost of goods sold.
• Observation. Visit a location. Describe and critic the visual merchandising. Describe and critic the customer service. Go to page 318 in Apparel Concepts and Practical Applications for questions to consider answering for this section of your paper.
• Bibliography Include journal articles, books, and internet sites. Please do not get all your research from the internet or Wikipedia.