From Runway to Retail: Students Study Fashion Brands in Real Time

Students and faculty from the Fashion Design department of Apeejay Institute of Design (AID) undertook an educational visit to Select Citywalk as part of their Market Research curriculum. The visit, involving students from the Graduate Diploma Programme (GDP), Professional Diploma in Design (PDD), and Executive Diploma in Design (EDD) courses, aimed to provide practical exposure to the fashion retail environment and facilitate an in-depth understanding of brand study in real market conditions.

The primary objective of the visit was to help students analyse how fashion brands function within a competitive retail landscape and how runway trends are translated into commercially viable products for consumers. The field study aimed to bridge the gap between theoretical knowledge and real-world application, enabling students to gain first-hand insights into the dynamics of the fashion industry.

During the visit, students explored a diverse range of international and premium brands, including Zara, H&M, Promod, Gucci, Bugatti, and Superdry. These brands represent varied price segments and positioning strategies within the global fashion market, offering students a comprehensive perspective on different retail approaches.

Students closely observed store layouts, visual merchandising techniques, product displays, and the overall in-store experience. They analysed how brands use lighting, space planning, colour schemes, and window displays to attract customers and communicate their identity. Special attention was given to the presentation of garments and the strategic placement of products to influence consumer behaviour.

A significant focus of the research was on identifying current fashion trends. Students studied prevailing silhouettes, trending designs, fabric choices, surface ornamentation, and prints dominating the market. They also examined garment construction techniques by physically interacting with the products, which helped them understand quality, detailing, and finishing standards followed by different brands.

In addition, students analysed pricing strategies, product segmentation, and target audiences of each brand. By documenting their observations through photographs and detailed notes, they were able to critically evaluate how brands differentiate themselves in a competitive marketplace.

Following the visit, students have been assigned a comprehensive market research report. The assignment requires them to analyse three brands across distinct market segments: a couture or high-end luxury brand, a premium mid-range brand, and a casual or affordable brand. This exercise is designed to strengthen their analytical and research skills while deepening their understanding of market positioning.

The visit proved to be a highly enriching learning experience, equipping students with essential industry insights and practical knowledge. It enhanced their observational abilities, critical thinking, and awareness of real-time fashion trends, thereby preparing them for professional roles in the fashion and retail sectors