Methodology & Primary Research Research

As is states in my methodology a survey will be created to understand the general impression of faux fur. The results will supply me with key information on how to angle the campaign and how to target customers as well as what message to communicate and how. He is a sample of the survey:

Based on current results the people who do and don't wear real and faux fur are 50/50. As many would wear fur as would wear faux.

Most people see fur as ethical or fashionable. However a third of people had a negative image such as tacky, bad quality or unfashionable of faux fur. The campaign will therefore have to cleverly change this mentality though its message and communicative approach.

Surprisingly out of 4 options the last important was how a garment looks. The brand itssef was much more important. This is something to keep in mind when creating the campaign. Secondly how on trend it is. Both these would appeal to the brands primary and tertiary customer where as the third option of how ethical it is would appeal to the secondary customer.

The comments section was very mixed and opinions ranged from completely against real fur to completely for ir and vice versa for faux.