Artd6086 Research design assignment
The purpose of this assignment is to test your ability to
1. Investigate a fashion brand’s values, identity, and CSR.
2. Critically evaluate a fashion brand’s delivery of its brand identity and
image.
Select one of the following brands:
Oasis — target customer 18-23 year-old women,
Patagonia — target customer 28-33 year -old men and women,
Crew Clothing Company — target customer 28-33 year -old men and women,
Gucci — target customer 24-29 year -old men and women,
Introduction (150 words)
Section 1
1. Investigate and evaluate the brand’s values and identity. Discuss how successfully
these are reflected by the selected fashion brand’s business model, supply chain
and CSR. (600-750 words)
Section 1 supporting appendices
1. Create a mood board to represent the selected fashion brands brand identity.
Appendix (i)
Section 2
1. Critically evaluate the delivery of the brand’s identity to its target customer. Using
the appendices that you have created and supporting academic literature, discuss
the brand’s identity (internal) in relationship to its brand image (external). (850-950
words)
Section 2 supporting appendices
1. Create a competitive shop report around one of the brand’s fashion products.
Appendix (ii)
2. Create a price-positioning map to illustrate how your chosen brand is positioned
against its competitors. Appendix (iii)
3. Conduct a marketing audit of the brand’s current integrated marketing
communications. Appendix (iv)
Conclusion (150 words)