Abstract:

Since this was the first ESOMAR seminar on Fashion Research, there was no precedent to provide any guidelines. At the first programme committee meeting, we again tackled this problem. We didn't manage to come to any conclusions about what we really meant by fashion, other than deciding that, whatever it was, it probably affected industries apart from the textile industry. Consequently we decided to throw out a broad net, and to try to attract anyone who thought that "Fashion" was sufficiently important to them to come to the seminar, leaving it to the participants to define for themselves what they meant by fashion.