INTRODUCTION
This unit gives you the opportunity to develop your research skills in order to lay the foundations for
future self-directed projects. With a focus on emerging consumer needs and sustainable business
models you will apply your primary and secondary research skills to become a self-directed learner. You
should demonstrate academic underpinning, evaluative thought processes and investigative
skills. This will give you the confidence to undertake an in-depth review of a specific area within the
fashion business environment. A range of primary research methods will be designed and evaluated
and there will be a detailed investigation and evaluation of the secondary data available to you through
the College and University library and e-library. You will be shown how to manage the research
process and how present your insights in context of the fashion industry.
ASSESSMENT AND PROJECT BRIEF
• An individual 3,000-wordreport.
In this report you are required to complete a research proposal. You will need to conduct
qualitative and/or quantitative research to assess a specific commercial issue in the fashion
retail industry. You must write your own question that falls into one of the following three
categories, which you will formally sign-off with your Tutor in week 3:
1. Researching range development: how UK businesses adapt their ranges for omni-channel
selling.
2. Researching consumer attitudes: investigating Ethical and Sustainable consumer
behaviour and opinions related to a high-street fashion retailer of your choice.
3. Researching the Luxury Brand experience: how brands present their products and
image in the omni-channel marketplace (stores, online, outlets).
These topics should help form your research question, but you are NOT to use the above wording as the
title of your submission.

The project will allow you to study a consumer demographic that is of interest to you. You will
evidence your ability to academically and commercially identify one aim and a maximum of three
objectives for research. You will evaluate secondary data to write a robust literature review in sub
sections. You will analyse methods within an ethical framework and develop a research
methodology proposal and identify the limitations. You will design, conduct, and analyse a small
primary quantitative and/or qualitative study. To conclude the report, you should include an
evaluation of data results and recommendations for further study.
Indicative structure and approximate word count
1. Title / cover page (not included in the word count)
• Course name, unit title, Student ID number, originality statement,
• Chosen topic from options above
• Research question or statement as the title
• Accurate word count
2. An Abstract (not included in the word count but approximately 200 words)
• A summary of your topic, why it is relevant, your research gap, methodology, primary
research approach and findings including references if appropriate
3. Contents page (not included in the word count)
• Clearly list items / topics included and indicate page number on which they are in the report
• List of tables
• List of figures
• NB: page one comes immediately after the contents page or the list of tables/illustrations.
• Each section and sub section is numbered
• e.g. 1. Introduction 1.1, 1.2…..
4. Rationale (300 words)
• Context for the research
• An explanation of how and why you chose your research question
• Presentation of the current macro and micro-environment or future trends that
justify the proposal of the research topic and define your question
5. Literature review (700 words)
• Critical evaluation of key texts and studies that define, explore and evaluate what is
currently known about the topic as defined within the contextual framework
• This section should be split into three or four sub sections that each have a subtitle and are
numbered
• Each topic should be researched using secondary research (books, academic journals,
Mintel, journalism articles and other library databases) as appropriate
6. Aim and objectives for the research (200 words)
• Aim and objectives table, as developed in seminars
• Identification of the ‘knowledge or research gap’ and opportunity
• The objectives must relate clearly to the single aim
7. Methodology (500 words)
• Refer to the ‘Research Onion’ (Thornhill, Lewis & Saunders 2019)
• Statement of top-line research philosophy, approach, strategy, data analysis
• Ethical considerations
• Research design including quantitative survey and any qualitative ‘discussion guide’ or
interviewtemplate

• Sampling methodology
• Limitations should highlight any points that invalidate your findings
8. Research Findings (800 words)
• Primary research (including statistical analysis as appropriate)
• This section should include data analysis of your primary research
• Should be structured to show how you have answered your aims
• Discussion points linked to secondary research
9. Overall Conclusions & recommendations (500 words)
Sum up the key points from your findings
• This section should be used to bring the report to a close and confirm how the task has
been achieved.
• Clearly demonstrate that you have answered your objectives
• Links to secondary research (literature review) must be included
• Suggest opportunities for further research
10. Reference list: (no word count from this point forward)
• A reference list itemising all sources cited in the report must be presented at the end of the
report.
• This is an opportunity to show wider reading and the research undertaken.
• The reference list should follow cite-them-right (Harvard Style formatting i.e. alphabetical
ascending order A to Z).
11. Appendices:
The appendix should contain supporting information for items/topics presented and discussed in the
report requiring further detail. This includes evidence of primary research undertaken to support the
work such as questionnaire template and findings from all research, SPSS statistical analysis data
(if used), transcripts, visuals etc. and any other research findings
Your report must be written in an academic form (using the third person) and this includes using Harvard
Referencing following ONLY the ‘Cite Them Right’ conventions. You must also include a Reference List
as the end of your essay in the correct format according to Cite Them Right.
Your report must be professional looking and produced either in PDF, or Word format.
Both the issues and recommendations should be presented with facts, figures and visual supporting
information within the standard report.
FORMATIVE ASSESSMENT
Submit your title as a question or statement. Ensure you clearly state which area of study it relates to
from the options above. Identify your literature review topics and submit one section for verbal feedback
after the Easter break as a minimum requirement. If you wish to submit your Methodology plan then you
will be able to receive feedback on this too.