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1. To investigate how consumers perceive gender stereotypes and how it affects their decisions in purchasing apparel

2. To consider the social pressures and drivers of apparel purchase of individuals on various methods of purchase

3. To explore how the fashion industry encourages or discourages consumers from achieving their own form of self-identity

4. To consider the growing impact of individualization and whether there is a demand to be met

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Socially acceptable? The impact of stereotypes dictating consumer purchase.

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http://www.adweek.com/brand-marketing/brands-are-throwing-out-gender-norms-reflect-more-fluid-world-174070/#/

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To investigate how much consumers allow gender stereotypes consciously and subconsciously affect their fashion/apparel choices within the UK

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Primary Research:

1. Questionnaire

Demographic: Millennials (Gen Y, 20-35 yrs old)
Sample size: 100-150 pax
Gender: M(50), F(50), GF(50)
Typeform, Survey Monkey

Rationale: To ascertain Obj.1,2,3,4

To gain a better idea of their thoughts, motivations, perception of stereotypes, drivers of purchase

2. Focus Group
Demographic: Millennials
Sample size: (M(2), F(2), GF(2))
Word Association > Uncover their subconscious perceptions of stereotypes, social influences (Groupthink behaviour limitations)

Rationale: To ascertain Obj.1, 2

3. Interviews
Demographic: Millennials
Sample size: (M(1), F(1), GF(1))
To assess how individuals feel towards stereotypes on a personal level

Rationale: To ascertain Obj.1,2

Demographic: Industry/Brand interviews

69 Clothing

Not Equal Clothing

H&M

Selfridges

Lukhanyo Mdingi

Mevrou & Co

Youngandlazy

Kappa

Gender Free World

Email Interview

Rationale: To ascertain Obj.3,4
Industry perspectives on subject matter

4. Ethnography

In-store observations

Rationale: To ascertain Obj.2,3,5