Research Guides: Fashion Merchandising: Consumers

Featured Titles

RKMA Report: Consumer Behavior 2019-2020
Call Number: Access Online
Consumer behavior data, including shopping preferences (in-store, online, omni-channel, peer-to-peer), purchase decision making, and response to advertising.

State of Luxury 2019 The Insider View
How insiders feel about the state of the luxury market in general and their business, in particular.
Details about distribution challenges, Internet e-commerce strategies, social media and its surprising ineffectiveness, advertising and marketing strategies, and future trends impacting the luxury market

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.
SimplyAnalytics
Create thematic maps and reports using extensive demographic, business, and marketing data (like Simmons and Claritas). Allows you to access data by geography, so you can focus on a city, county, zip code, or neighborhood. (5 concurrent users)
American Factfinder
Free database from the Census Bureau containing population, housing, economic and geographic data.
Passport GMID (Global Market Information Database)
International marketing data and research. Provides statistics and analysis across industries, countries, and consumers. Covers the apparel industry.
Consumer Research Guide
More resources for researching your consumers
WARC
Global advertising and marketing trends, including market intelligence, case studies, conference reports, articles, expenditure data, profiles of major brand owners, and consumer insight.

Advanced Search (VCU Libraries Search)
Try marketing and terms specific to the consumer group. Example: children and marketing. Look for the Books and Media option on the search results page to narrow your search.
ABI/INFORM Complete
Includes fashion-related trade publications. For consumer research, try some of the following keywords: consumer behavior, consumer attitudes, attitude surveys, brand image, ratings and rankings, market research, statistical data, polls and surveys, advertising, and marketing.
Business Source Complete
Great starting place for almost any business topic (including consumer research). Includes a wide selection of sources including trade publication covering the fashion industry.
WWD
Direct, online access to WWD, the “Bible” of the fashion industry. (limited to 10 concurrent users)
Dow Jones Factiva
Comprehensive, full text up-to-the-minute news and business source from Dow Jones and Reuters. Replaces Dow Jones Interactive.