Analyse the market in which the brand operates and the key competitors of the brand.

Market, Consumer and Trend Research & Analysis A. Market Analysis (approx. 400 words) Analyse the market in which the brand operates and the key competitors of the brand. Your analysis should include the following figures and a discussion of analysis that summarises your findings, referencing the figures when applicable. i. Brand Positioning Map – circle your proposed brand, positioned against their key competitors ii. Comparative Shops – identify the brands’ key competitor. Complete 2 Comparative Shops that analyses the product ranges: 1 for the brand and 1 for the key competitor. (See template on Moodle). The figures should go into the appendix and a summary of findings included in Part 1a Market Analysis. iii. SWOT Analyses – identify the brands’ key competitor. Complete 2 SWOTs’ that analyse the current product ranges: 1 for the brand and 1 for the key competitor. (See template on Moodle). B. Consumer Analysis (approx. 200 words) Analyse the consumer that the brand targets. Your analysis should include the following figures and a discussion of analysis that summarises your findings, referencing the below figures when applicable. You are encouraged to use primary research to support this part, for example consumer observations, interviews or survey findings can be included but are not mandatory. i. Consumer Profile & Pen Portrait – create for your brand using your market, brand and competitor research. If the new product range will target a new consumer vs. the brands’ current consumer; present both consumers and explain the reasons for targeting a new consumer as well. This should explain who they are and include the following:  Typology (e.g., The Predictors)  Generational group (e.g., Generation Z)  Demographics (e.g. age, race, ethnicity, gender, marital status, income, socio economic group, education, and employment)  Buying motives (e.g., Maslow Hierarchy of Needs) ii. Adoption of Innovation and Trend – plot your target consumer on the “Everett Roger’s Diffusion of Innovation (1971)” curve to illustrate and analyse what type of consumer they are in relation to trend adoption (Innovator, Early Adopter, Early Majority, Late Majority or Laggard). C. Spring 2023 Trend Analysis (approx. 300 words) 4 Create a detailed Seasonal Trend Analysis suitable for the targeted market (e.g., if the brand is Zara, the market would be young womenswear). Use WGSN, EDITED, and LS:N Global or any other fashion forecasting sources for research. Inspiration should come from: Catwalk Collections, Style Influencers, Street Style Photography, Seasonal Product Trend Themes and Macro Trends. The Seasonal Trend Analysis needs to visual and creative but must also be supported with your written analysis on explaining what the visuals mean. The Seasonal Trend Analysis needs to be presented through 4 Digital Mood Boards that present the Spring 2023 emerging trends for: 1. Colour 2. Fabric 3. Prints & graphics 4. Key items (e.g., shacket, wide-leg trousers) & Trims/Details (e.g., metal hardware, contrast stitching).