Research Project – Analysis of data

In order to understand the trend of androgyny, my group member and me was search many information from different resources. We search the general concept of androgyny through WGSN, Google, Passport and Locate. However, the most important information for the group presentation is from primary research, they are come from the questionnaire, the ‘look’ data collection grid, and trend store conformation. These data would help me better understand the trend of androgyny.

In order to better understand the trend of androgyny, we arranged as a group to visit the Horst Photographer of Style exhibition at Victoria and Albert Museum. It is impressive for me to look the history of Horst photographs and I saw some evidences of androgyny. I made notes and picked up three images from the exhibition. It can be seen that androgyny style is not a new concept in fashion field. They are showing as follow:

ANDROGYNY V&A 2

ANDROGYNY V&A

horst androgyny 2

WGSN has much information about androgyny trend. We select a specific ‘look’ of androgyny style to be used in the ‘look’ data collection grid. Because the group segments high street market, we decided to collect the similar style from & Other Stories, ZARA, COS, and Whistles. The images be used in the grid is from these brands’ official website pages. The ‘look’ data collection grid as showing follow:

屏幕快照 2014-12-14 下午8.42.59

We select 4 outfits from & Other Stories, ZARA, COS, and Whistles. From this grid, we found that all of those brands launched androgyny style in this season. It is obviously that androgyny style is a trend for women wears in this winter. Especially, the dark grey, grey and black are very popular colors which be used in androgyny sets for women.

The questionnaire we used in information collection helps us to understand the androgyny trend customer taste. We conduct the answers of the questionnaire and make statistics graphs. The result of questionnaire show that the customer who purchase androgyny style are willing to drink Costa coffee, listen Jazz music, shopping in Tesco and use Facebook. And we made a trend customer board as following:

屏幕快照 2014-12-10 下午11.34.11

After we found that Androgyny is a trend in high street market. We need to know whether & Other Stories should invest in next season for this trend. So I came to the store confirm that androgyny style is potential create benefits for the brand.

屏幕快照 2014-12-14 下午10.15.42

After trend store confirmation we found that there are some androgyny style items existing in the store. And the normal size 34 and 36 is sold very well in those androgyny style coats whose showing above. It can be seen that Androgyny style is increasingly popular in high street brands. And it is potential make profits for & Other Stories. So we will recommend & Other Stories could continue invest this trend in the next season. 

 

 

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