Research Guides: FASH 120: Intro to the Fashion Industry: Home

FASH 120 Research Resources Tutorial

FASH 120 Research Tutorial
An introduction to research resources to use for your FASH 120 class, especially for the business collaboration assignment.

Partnership Marketing
Call Number: ebook
Partnership Marketing provides the complete how-to of collaborating successfully with other organizations, including: how to align PM objectives to your resources; how to assess what you have to offer a partner-brand and how to leverage your core strengths; how to search for the right partner-brand; how to assess the pros and cons of partnering with other brands; and much more.
(Also in print: HF5415.1255 .K85 2011)

WARC Article: What we know about brand partnerships
"Brand partnerships are two or more brands collaborating for mutual benefit. Partners can be other brands, retailers, not-for-profits, entertainment properties, media properties, events or even stars. " This article provides some key insights on why companies team up, links to case studies and further reading. (Reminder: log into your library account off campus for access to WARC)

Industry & Company Research Resources

IBISWorld
Provides access to Industry Reports: analyses of U.S. industries categorized by NAICS, and to ProcurementIQ: full-text procurement reports on indirect purchasing lines and products.

Company Research Resources

Business Source Complete
Bibliographic and full-text content from peer-reviewed business journals, covering all disciplines of business including marketing, management, accounting, banking, finance, and more.
ABI/INFORM Complete
Abstracts, full-text journals and periodicals on business, finance, and management topics. Includes all content in ABI/INFORM Global, ABI/INFORM Dateline, and ABI/INFORM Trade and Industry. Includes full-text access to The Wall Street Journal.
Plunkett Research Online
Analysis and market research for important industry sectors. Includes trend analysis, statistics, organizations, company profiles, information for job-seekers, and ability to create custom reports.
Mergent Online
Detailed business and financial information on US and international public companies, including historical data and financial ratios.

Consumer Research Resources

Mintel
Full-text market research reports covering US and global consumer markets. Reports analyze market share, segmentation, and trends. Upon first login register with your VCU email address.
Warc
Global advertising and marketing trends, including market intelligence, case studies, conference reports, articles, expenditure data, profiles of major brand owners, and consumer insight.

Marketing Research Resources

Warc
Global advertising and marketing trends, including market intelligence, case studies, conference reports, articles, expenditure data, profiles of major brand owners, and consumer insight.
Fashion Snoops
A global trend forecasting agency focused on the industries of fashion, interior design, and wellness. A personal account, using your VCU email, is required to use the CREATE area or save content.
Research Tip: Search for 'marketing' to find relevant reports.