2nd version – Product Management Report Paper

Part 1: Market Research & Analysis
Complete the following requirements and summarise in writing after each section. Ensure that you
explain the key findings from your research and what this means for your proposed brand and
product.
a. Competition Analysis (approx. 200 words):
i. Comparative Shop – identify your competitive shop brands and produce a
comparative chart (see template on Moodle) to show a summary of their product
ranges.
ii. Brand Positioning Map – circle your proposed brand position against their key
competitors.
b. Consumer Analysis (approx. 200 words):
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i. Customer Profile & Pen Portrait – create a customer profile for your brand based on
primary research of your competitors’ customer base and desired market position.
Explain who they are, name the typology, socio economic group, generational group,
demographics and buying motives. Support with evidence of your primary research
findings, with a selection of graphs to support your analysis. Summarise in writing the
key findings from your research.
ii. Psychographic Profile Graph – Use the graph to evaluate and analyse your
customer’s relationship with trend. Plot your target customer on the graph in terms of
adoption of innovation, based on current competitor trends.
c. Trend Analysis – Spring Summer 2022 Trend Analysis (approx. 300 words):
Create a detailed Trend Analysis for the season Spring Summer 2022 include the following:
i. Aspirational Catwalk Collections – research and evaluate key designers/collections
that complement your brand direction. These should be aspirational for brand.
ii. Style Icons – show images of the fashion styles of influential figures that are relevant
to your brand direction, market and customers. Summarise their signature looks and
link to your design focus trend research.
iii. Street Style Photography – show emerging fashion trends of Fashion Innovators and
Early Adopters.
iv. Design Focus – research fabric, print, details, product shapes, and colour using
WGSN, EDITED, and LS:N Global or any other fashion forecasting sources. Put
together your own digital boards of emerging trend stories for SS22. You may want to
split these by design focus or trend.