COLOURS IN
FASHION MARKETING
Observational Research
An observational research was conducted. It began in an actual shop, but due to ethical implications (permission from security, a certain number of photos were permitted) it was limited to only online observational research. The few pictures taken had shown that there was a colour variety at the women section.
Regarding the online observational research, different online popular clothing shops were viewed (H&M, M&S, Next). Screenshots were taken from both men and women’s sections from a varied and random choice of categories (hoodies, T-shirts, dresses).
The results of the observational research were:
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A large number of websites provide colour as a customisable tool.
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Some websites provided more than 3-4 colour options per item.
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Both men and women had a variety of colour options to choose from.
The inaccuracy rate seemed pretty low due to the high quality of the pictures as well as the zoom options. Also, the unusual colour names (“ochre cord dress”; “berry ruffle top”; “charcoal woven”) helped with a better visualisation of the product.
In conclusion, the observational research has shown that colour is widely used by online clothing shops and, therefore, has a growing relevance on the Fashion Marketing Industry. Additionally, no inaccuracies in e-commerce were spotted due to the good visuals and weird colour names.
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