Are customers giving up their once-favorite fashion brands in the name of sustainability and shopping local? What’s the impact of one mega-influencer’s Instagram story on the fashion market? Has Gen Z officially wiped skinny jeans out of the industry, or are millennials still happily buying them?

These are examples of dilemmas that market research in the fashion industry aims to answer. Fashion as a sector is extremely influenced by trends and requires constant testing and adaptation to consumer opinion.

In early 2024, we conducted market research for a Croatian fashion brand, aiming to identify the profile and age of their customers, as well as the perception of the brand, price, and quality compared to larger competitors and competitors within the same category.

We activated an online questionnaire method, and the results revealed important insights about the potential new direction of the brand’s marketing plan and more precise identification of the target audience. 

Based on the research results, the client could precisely determine the plan for the next campaigns, the recommended frequency of promotional posts, and begin planning the activation of new sales channels.