Budding fashion designers conduct contemporary market research for material 

Contemporary market research plays a crucial role in helping students understand the nuances of materials needed for effective design by providing real-world insights, data-driven methodologies, and actionable outcomes that align with user needs and market demands. Apeejay Institute of Design (AID) as a pioneer institute in design follows the prudence of practical awareness and Integrated market exposure into a design curriculum demonstrating its forward thinking and a deep understanding of how design functions in real-world contexts. 

When it comes to Fashion Design, market research is an investigative approach to understanding many different aspects of a brand. Those include brand identity, brand perception, brand awareness, and styling features of products. Thus, students of GDP III of Fashion Design programme conducted a market research on various brands for Preteen and Teenagers. 

Budding designers took a look at brands like American Eagle, H&M, Mango, Uniqlo, Firstcry, Forever 21, Shein, Little Kangaroos and GAP in Select City Mall, Saket. 

Sharing her thoughts Ms Satinder Kaur, Associate Professor at AID, mentioned, “The styling features such as sleeves, collars, silhouettes, prints 3 and patterns, prices and product offerings of these brands were studied. It was found that each catered to a distinct segment of the market. H&M seemed to target the budget-conscious consumer, while Mango positioned itself as a premium brand. Uniqlo, on the other hand, occupied a middle ground, offering high-quality basics at affordable prices. The visit provided valuable insights into the pricing strategies and product offerings of these popular clothing brands.”

Isha Kumari, a student of GDP III,  Fashion Design said, “Visiting clothes brands for preteens and teens gave us a glimpse of the available variety in colour and constructional details of their clothes. Pre teens had a lot of vibrant pastels in puffer jackets and wool sweaters and cosy materials like fleece jackets while on the other hand teens had a neutral tone to their outfits displayed on mannequins.” 

She further added, “As it is winter coming along, all of them had long sleeves, a turtleneck, wide turtleneck and some wind breaker collars. Overall the winter fashion market for teens and pre teens was a mix of functionality and style resonating with age group’s preferences. Our classroom understanding of teens and preteens wear was reinforced by personally witnessing various stores and studying the brands analytically.”