Market Research Consumer Survey

Brand- ZIMMERMANN
Trend-“Once Upon a Time…”
This Spring/Summer it’s all about escaping into a fantasy land full of fun and femininity. Think Alice in Wonderland meets Gossip Girl. Zimmernmann’s renowned quality silk dresses with a Disney princess twist. Look out for lots of volume, Tinkerbelle tutus, pretty pastels and prints and Prince Charming.

Objectives:
1. To determine the demographic of Zimmermann customers and establish what major factors influence each consumer segment in purchasing a garment;
2. To ascertain from the collected information whether the forecasted trend will sell, and to which segment; and,
3. To determine what each segment’s response will be to this forecasted trend as input for marketing strategy and communications.



  1. How old are you?


  1. In what location(s) do you do most of your shopping?


  1. What brands of clothing do you usually buy?


  1. How often to you buy from Zimmermann?
    Daily
    Weekly
    Monthly
    Yearly
    Rarely
    Never


  1. How much would you usually spend on purchasing clothes a month?
    0-100 Dollars
    100-250 Dollars
    250-500 Dollars
    Over 500 Dollars


  1. What do you look for when selecting a garment?


  1. How well does Zimmermann clothing fit you?


  1. What is your view on Zimmermann’s pricing?
    Very reasonable value for money
    Reasonable value for money
    Expensive and only for special occasions
    Outside my price range
    Overpriced for what it is


  1. What have you bought this season?
    Swimwear
    Dresses
    T-shirts
    Knitwear
    Pants/Skirts
    Footwear


  1. What pieces will you be looking to buy for next season?


  1. What do you think of the Zimmermann ‘Once Upon a Time…’ trend?
    I love it
    Sounds interesting/ worth a look
    Not sure but may consider it
    It's not me


  1. How do you find out what is ‘in’ this season?
    Reading fashion magazines
    Following celebrity trends
    What's on T.V
    What your friends are wearing
    What you see on the street


  1. Would you be more inclined to by a product if it was organic or environmentally friendly?
    Yes
    No


  1. Would it matter if it was more expensive than a product that was not organic or environmentally friendly?
    Yes
    No


  1. Which brands do you see as Zimmermann’s major competitors?