Fashion and apparel

Fashion and apparel market research is an important element that allows companies to figure out what is trending in a given season and what to focus on to increase sales. The fashion and apparel market is very complex and dynamic and is constantly changing, so companies need to stay on top of current trends. According to a study by McKinsey, in 2018 the value of the fashion and apparel market worldwide was about $3 trillion and is still growing very rapidly.

Market research in the fashion and apparel industry

Fashion and clothing is increasingly important in the market , people of all ages are increasingly concerned about looking good. Fashion trends and the apparel industry in general are given Polish seasonal surveys, these are extremely competitive fields therefore it is necessary to check the level of satisfaction of customers buying goods from a particular company and offer specific outfits based on this. The value of the Polish apparel market was more than 13.1 billion euros in 2019. The market has grown rapidly, and the coronavirus pandemic is only slowing it down a bit (from 11.6% in 2019 to 9.4% in 2020). Estimates indicate that the market was worth €14.4 billion in 2020. Demand for clothing is strong, and particularly among the younger generation, who are eager to buy clothes that fit in with trends. According to research, in 2018, the rate of apparel sales in the United States was about $200 billion, accounting for about 60% of the total sales volume in the fashion and apparel sector. In Europe, the situation is similar, as the apparel sales rate on the continent is about 200 billion euros. A study of the fashion and apparel market shows that a clear growth can be observed in the apparel sector over the past five years. According to a report prepared by Deloitte in 2019, the value of the apparel market was about $2.5 trillion, and the sales value increased by about 5% compared to the previous year. It is worth noting that this growth is noticeable worldwide, and especially in Europe, which is one of the most important apparel markets. In addition, the study found that the growth in the apparel sector is essentially due to the growth of e-commerce. E-commerce now accounts for about 20-25% of all sales in the fashion and apparel industry. Over the past five years, the growth of online sales in the fashion sector has been about 15-20%, and in Europe the growth is even higher. This is due to the fact that consumers are increasingly willing to use the Internet to buy clothes, which greatly increases the popularity of e-commerce. Fashion and apparel market research shows that growth in the apparel sector is evident worldwide. Apparel companies and brands need to stay abreast of current trends in order to compete effectively in the market. The growth of e-commerce makes the fashion and apparel market more volatile and dynamic than ever before.


Subject of market research fashion and apparel

The Polish clothing and textile market is one of the most attractive in Central and Eastern Europe . The value of sold production from the sector 2016 was nearly 30 billion PLN People are interested in fashion mostly make thoughtful purchases of clothing and footwear. They are most guided by the price and cut of the product.On the basis of such surveys we can find out what products are researched, what clothes we buy, where we get information on fashion and clothing and what brands are most popular.

Fashion and apparel research using CATI and CAWI methods

Fashion and apparel market research is an important tool for companies seeking to understand the needs of their target audience and increase profits. One of the most commonly used market research methods is CATI and CAWI surveys. CATI (Computer Assisted Telephone Interviewing) surveys use a computer to display questions and facilitate the survey process. The survey is usually conducted over the phone by a qualified interviewer. Interviewers have access to all the information, making it easier for them to conduct the interview quickly. CAWI (Computer Assisted Web Interviewing) surveys are similar to CATI surveys, but use an interactive web-based format. In CAWI surveys, interviewers can visit websites, send and receive emails and receive feedback from respondents. According to research in recent years, about 70% of interviewers have used CATI and CAWI methods to gather information on the fashion and apparel market. The survey results showed that apparel sales have increased by more than 25% over the past 10 years. In addition, the data shows that more than 60% of consumers choose quality clothing that is well-designed and made of durable materials. The collected data is essential for drawing conclusions and formulating marketing strategies for apparel companies. CATI and CAWI methods are effective tools for collecting data and obtaining information on the fashion and apparel market.

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