If the trade papers report that gloves are making a comeback, should production start manufacturing them? How would someone judge and react to a woman walking down the street in a purple wig and spandex body suit? What is accurate and inaccurate to conclude about her appearance? Research is the foundation for understanding consumers and making informed decisions. Based on their experience in academia, the authors provide the tools for students and professionals to analyze and develop critical thinking skills and sift through what is read and seen to understand the target market for which they will design, buy, market, or manage in the fashion industry. Both a textbook and manual for undergraduate and graduate students studying research methods used in the fashion industry, it can also serve as a reference for industry professionals.
Features: -- Includes concepts, theories and research examples drawn from juried academic articles, trade journals and business research studies -- Examples, key terms/concepts, questions, problems, summaries and learning activities all relate directly to the fashion industry -- Each chapter includes a "Highlight of a Researcher" and "Highlight of a Fashion Business" that conducts research -- Workbook/manual format permits students to reference for ongoing and additional research -- Instructor's Guide provides suggestions for planning the course and using the text in the classroom -- PowerPoint(r) Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms