Editing Fashion (section)

====Market research====
[[File:Pelz-Verkaufsstand in Tallinn, Estland.jpg|thumb|upright=1.15|right|Fur fashion for sale in [[Tallinn]], [[Estonia]]]]
Consumers of different groups have varying needs and demands. Factors taken into consideration when analyzing consumers' needs include key demographics.<ref>{{Cite web|url=http://smallbusiness.chron.com/consumer-needs-marketing-997.html|title=Consumer Needs & Marketing|website=smallbusiness.chron.com|access-date=2016-05-30 |last1=Milano |first1=Steve }}</ref>
To understand consumers' needs and predict fashion trends, fashion companies have to do [[market research]]<ref>{{Cite web|url=https://strategyn.com/customer-needs/|title=Strategyn|website=Strategyn|date=30 October 2012 |access-date=2016-05-30}}</ref> There are two research methods: primary and secondary.<ref name="Consumer Research Methods">{{Cite web|url=http://www.consumerpsychologist.com/cb_Research_Methods.html|title=Consumer Research Methods|website=www.consumerpsychologist.com|access-date=2016-05-30}}</ref> Secondary methods are taking other information that has already been collected, for example using a book or an article for research. Primary research is collecting data through surveys, interviews, observation, and/or focus groups. Primary research often focuses on large sample sizes to determine customer's motivations to shop.<ref name="Parker 158–175">{{Cite journal|last1=Parker|first1=Christopher J.|last2=Wenyu|first2=Lu|date=2019-05-13|title=What influences Chinese fashion retail? Shopping motivations, demographics and spending|url=https://www.emerald.com/insight/content/doi/10.1108/JFMM-09-2017-0093/full/html|journal=Journal of Fashion Marketing and Management|language=en|volume=23|issue=2|pages=158–175|doi=10.1108/JFMM-09-2017-0093|s2cid=170031856|issn=1361-2026}}</ref>

[[File:Gigi_Hadid_Stuart_Weitzman.jpg|thumb|left|[[Gigi Hadid]] in a campaign for Stuart Weitzman in 2017]]
The benefits of primary research are specific information about a fashion brand's consumer is explored. Surveys are helpful tools; questions can be open-ended or closed-ended. Negative factor surveys and interviews present is that the answers can be biased, due to wording in the survey or on face-to-face interactions. Focus groups, about 8 to 12 people, can be beneficial because several points can be addressed in depth. However, there are drawbacks to this tactic, too. With such a small sample size, it is hard to know if the greater public would react the same way as the focus group.<ref name="Consumer Research Methods" /> Observation can really help a company gain insight on what a consumer truly wants. There is less of a bias because consumers are just performing their daily tasks, not necessarily realizing they are being observed. For example, observing the public by taking street style photos of people, the consumer did not get dressed in the morning knowing that would have their photo taken necessarily. They just wear what they would normally wear. Through observation patterns can be seen, helping trend forecasters know what their target market needs and wants.

Knowing the needs of consumers will increase fashion companies' sales and profits. Through research and studying the consumers' lives the needs of the customer can be obtained and help fashion brands know what trends the consumers are ready for.