VCU Libraries

Research Guides

FASH 380: Fashion Branding

Browsing for Consumer Info

  Research Tip: 
Browse for brand-consumer info in articles from Business Source Complete & ABI/Inform

Search using the company name + 1 or more of the following:

  1. product type (e.g. jeans)
  2. keyword 'consumers'
  3. keyword 'marketing'
  4. a specific demographic variable (e.g. gender, age group, ethnic group, etc)

e.g. ABI/Inform search
Levi's AND consumer AND women=

"We are driving trends and leading the category and innovation, demonstrated by the rapid growth of our women’s fashion fits, including high-rise styles like the ribcage and looser-fitting bottoms like our new balloon jean, which are really resonating with the consumer”

Friedman, A. (2020). Levi's wants to ‘Premiumize’ the US Market—Here's what that means. Sourcing Journal (Online)

Consumer Research Resources

Target Customer Overview

  • Demographics
    • Browse company profiles for demographic traits in Factiva, Plunket, Corporate websites
    • Browse Topics>Consumers & Audiences in WARC
  • Psychographics
    • Browse the Consumers sections of Mintel Reports
    • Search Consumer in WGSN to browse consumer trend reports
    • Browse company news for psychographic traits in Business Source Complete & ABI Inform
      • Search company name + customers / marketing; product + customers / marketing