Because our defined audience was now 20-22 year old fashion students it left us at a very high advantage for collecting primary research because we are basically in a university filled with 20-22 year old fashion students. So me and mitch compiled a questionnaire and handed it around to fashion and textiles students around university in order to get a better understanding of what people thought of swarovski and what sort of design direction would interest them.
from the questionaire we derived that allot of girls our age have no interest in swarovski, the overall feel is that the company is outdated, expensive and made for old people. Which leaves us with a challenge of how to prove these people differently with the design direction of the company.
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