H&M Consumer Behavior Report

The Ask:

For my Consumer Behavior class at University of Westminster, I was tasked with choosing a major fashion company to write a consumer insight report on. The company I chose was H&M, and I focused on the UK market surveying real shoppers there.

Skills & Process

The skills I needed were target market and demographics analysis, data analysis, industry research, academic writing, and communication skills to make the most of my time with surveys who had given me the privilege. This needed to be a highly in-detail report where everything interconnected. As for the process, it was a bit tedious as I needed to find people who lived in the UK and shopped at the brand, as well as knew whatever questions I formulated would lead the direction of the report, so I had to be sure what I wanted to do. Nonetheless, being able to actually conduct the interviews helped pull everything together and my analysis helped it fall into place.

Key Takeaways

This majorly strengthened my research capabilities in the fashion industry, and being able to better understand target markets, demographics, and psychographics now feels more natural to me and aids me in other skills, like forecasting. Being able to understand the “why” in a consumer’s brain is the key drive of the industry.

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