Consumer trend research: sleepwear, loungewear and intimates

Abstract

The Trend Tracking and Forecasting class of Fall 2011 completed a project with the objective of researching consumer preferences for women's sleepwear, loungewear, and intimate apparel. The project targeted consumers who are female, 18 to 23 years old, attend college, and either live at home with parents, in a college dormitory, or some sort of independent housing off campus. The project required researching trends, evaluating stores and products, and surveying consumers. The class was divided into teams responsible for studying current, near, and distant fashion trends in the sleepwear, loungewear, and intimates merchandise categories, conducting a competitive analysis to evaluate current retailers and product offerings in this market environment, and researching how the targeted demographic likes to purchase and use these garments. Our findings were presented to professionals from Target with the intent to pass along information that could give the company a competitive advantage in the retail industry.