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Another factor we must be considered is the way in which fashion trends are ever changing and how the companies in question can adapt to this. Also look at how a company is structured, the role of the companies researcher much include, investigating the competition and its view of what it sees itself as being to the student e.g. to make them feel good in outfits that are affordable, to see what influences fashion, affordability nearness to where the target market live and ability to keep in vogue with such things as colours and lengths of clothes .
Methodology .
In order to gain the information need for such a study many forms of research have had to be investigated. This report has been conducted using primary and secondary research. On site research was carried out. During a trip to Princes Street Edinburgh a visit was made to each of the stores in question e.g. Topshop, Miss Selfridges, H&M, New Look, Gap, River Island and Oasis. Visit's was also conducted in Department stores such as House of Frasers and Debanhams which also sell women's fashion. From these stores an investigation was carried in order to find out information on how they target there market segment. .
The research involved a study of a number of author's theories such as *******. Which proved to be of some help.
To analyse the retailers being investigated, a general overview was obtained through viewing the Website's of each one of the stores, a number of articles and journals where collected on the retailers and critically studied. .
This report will balance both theory and practice throughout. Firstly investigated, is the overview of the UK market in respect to women's ware. It will then go on to look at how the retailer in question target their market segment. The report will then move on to analysis of fashion retailing in Edinburgh. Due to the nature of the report and sources available, only a certain amount of analysis was possible, and so this report will concentrate on the key factors mentioned above.
