Research Guides: FSF (Fashion Scholarship Fund) Case Study: Design

Related Guides

For additional research information try these guides:

Beyond VCU Libraries

Research Tip:

Sources on the web can be great for business research if you choose
the right ones!

- Business magazine websites like Business of Fashion, Forbes, Fast Company, Wall Street Journal & Entrepreneur

- Corporate websites for a public parent company e.g. gapinc.com

- Industry websites e.g. nrf.com (The National Retail Federation) or cottoninc.com.

Arts Research Librarian

Carla-Mae Crookendale

Contact:

cmcrookendale@vcu.edu
(804) 827-0367
Cabell Library, Room 121-L

Subjects:Arts, Performing, Arts, Visual

Design Project Brief

DESIGN OBJECTIVE:
In this case study, you will do further research into the psychographic profile and purchase drivers of the Gen Z consumer. You will focus on what you believe to be the key purchase drivers (i.e. sustainability, social causes, etc.) and develop a line of fashion products (apparel, accessories, footwear, beauty or home goods) that you believe will have the greatest opportunity to succeed. You will also identify the retailer and/or e-commerce platforms where you would launch your line.

Researching Gen Z Consumers

Research Tip: Gen Z (AKA Generation Z or Centennials) are consumers born from 1997 to the present.
Learn about their buying behaviors -

Search for Gen Z, Generation Z or Centennials (+ fashion for extra relevance) in the following 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.
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.
WGSN (Worth Global Style Network)
Focusing on the areas and intersections of fashion, style, and commerce, WGSN provides a global view on trends in design. Its archive contains more than 5 million images from the runways, the street, retail outlets, and design sketches.
Business Source Complete
Covers all areas of business with articles from news, trade, scholarly publications, and more.
(Limit search results to publication date 2015-2020 for currency)
ABI/INFORM Complete

Marketing to Gen Z
Call Number: ebook
Publication Date: 2018
Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Businesses will have to learn how to effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020.

WGSN - Design Resources

WGSN (Worth Global Style Network)
Focusing on the areas and intersections of fashion, style, and commerce, WGSN provides a global view on trends in design. Its archive contains millions of images from the runways, the street, retail outlets, and design sketches.

Find design tools including:

color, print and graphics forecasts
color libraries & color palette tool
original artwork
design components, and more.

Design Resources

Fashion portfolio : design and presentation
Call Number: Access Online
Publication Date: 2014
Topics covered include mood/fabric boards development, creation of original and innovative textiles as well as fashion silhouettes and garment details development through extensive research, quick design sketching, fabric manipulation, and draping experimentation.
Colour Hunting: how colour influences what we buy, make and feel
Call Number: NK1548 .C68 2011
The book is divided into three chapters: commerce (sell, buy), aesthetics (make), and well-being (feel). Illustrated pages are followed by in-depth case studies and interviews regarding the use of color for these three purposes.
Beyond Design : the synergy of apparel product development
Call Number: TT497 .K42 2017
Takes students step-by-step through the decision-making involved in the pre-production processes of apparel product development---planning, forecasting, fabricating, line development, technical design, pricing, sourcing, and distribution.
Developing a Fashion Collection
Call Number: TT507 .R44 2016
Focuses on the process of designing a collection, and explores different types of research, fabric sourcing, the key roles within a design team and the many sources of inspiration available to designers. .
Designing Accessories
Call Number: TT649.8 .L38 2012
Important information that any designer will need to know, examining four key items from concept to production: the bag, footwear, jewellery and millinery. The design process is explored by looking at creative product development, from gathering research to generating ideas into key products, construction techniques and the essential tools of the trade used in modern accessories design.