The Influence of Local Retailing on the Trends and Fashions Pursued in Different Geographical Locations in the UK
(2013) The Influence of Local Retailing on the Trends and Fashions Pursued in Different Geographical Locations in the UK, no. 112.
Consumers are continuously becoming more fashion-conscious. This is arguably because of the increase in the variety of clothing and accessories offered by fashion retailers. The purpose of the research was to find out if local retailing affects trends and fashions pursued by 18-25-year-old students among different towns and cities in the UK. The primary method of data collection used to fulfil this was qualitative however some element of quantitative data collection was also used in the form of questionnaires. Firstly, secondary research was conducted using existing literature in the form of books and journals. This allowed the researcher to adapt the research questions around existing theories. The research questions were then adopted into focus groups and questionnaires which were conducted in Edinburgh city and Falkirk town. These locations were selected to allow the researcher to draw a comparison between respondents' views in a bigger city and a smaller town. The focus groups were analysed by converting the findings into recurring themes whereas the data from the questionnaires was converted to numerical form through the use of graphs and charts. The findings from the focus groups and questionnaires fulfilled the aims and objectives of the study. The results corresponded with existing literature in reinforcing that local retailing does influence local trends and fashions. They also gave an insight into how local retailing affects the trends and fashions pursued by 18 - 25 year old students in different towns and cities. The findings revealed that local trends were influenced by the variety of styles and prices available. Window displays and store layout also proved to be a determining factor. These findings may be useful for fashion retail businesses as it gives them an insight into how local retailing affects local trends and influences consumer purchasing behaviour.