Primary Research: Interviews

In order to have a more accurate audience representation for my collection I decided to conduct three interviews. I wanted to keep the names anonymous as that is not the aim, the aim is to dignify the tastes of one and see how the collection can be manipulated into the specific likes. 

Interview 1

To begin with the first interviewee was 19 years old, female as the collection is for females and was a student. She was asked what she mostly wears during the summertime in which the response was short dresses and two pieces which is what I believe most females are most likely to wear this season as they are trending. The student stated that she is most likely to buy tops like a t shirt in a shop as they match with everything and are easy to throw on when in a hurry. When the question was what shoes are you most likely to wear for a summery night dinner she replied open high heels as they give me confidence and I like to show off my manicure as summer is all about being free to feel the breeze and mild weather. This interviewee stated that she has different styles which include edgy clothes in her opinion clothes with graphics and dark coloured. She also stated that she prefers tight fits on either garment, that being a shirt, dress or a bottom, over a loose fit as she likes to wear clothes that compliment her body. In addition she carries an open mind as she would wear clothes that are for a movement with subtle statement graphics as she likes to support people in either ways. When asked about her favourite colours she said they were black, grey and white hence prefers monotonous palettes which fit perfectly for the collection. The fabrics she preferred for a night out were cotton, see through(mesh) and satin as she can breathe better in the hot weather and fit better. When asked about how much money she spends on shopping each month she said more than 200 pounds hence the interviewee will be suited with the prices of this collection. She also stated that when shopping she looks for affordability, style meaning up to date with trends and medium quality. I agree with her as trends constantly evolve hence there is no point in wasting too much money on clothes which will not fit your tastes the next season.

Interview 2

The second interviewee was 18 years old, female and was a student as well. For the question, what do you mostly wear during the summer time she replied by saying short jeans and crop tops which is what most girls wear during the summer. She was questioned about whether she enjoys dressing casually or whether it is because of fear of being judged in which she replied both because it is easy to wear as it does not need specific styling but also because sometimes she is afraid to dress too fancy in order to avoid stares. She said that she was most likely to buy jeans and cute tops from shops and when asked of what she wears for a night out she said both heels and sandals, depends on the place. She said that is not very fond of edgy clothes as she has a viewpoint that they are gothic and unethical. In my opinion I believe she has a clear misconception due to society's stereotypes but sometimes it really depends on the person and how much one evolves with trends. She also stated that she likes both tight and loose fits as summer has an unpredictable weather as sometimes wearing something tight can make you sweaty hence on those weather conditions she would wear something loose to feel relaxed. Her favourite colours included dark tones, magenta and pastels. When asked if she would wear clothes for a movement with subtle graphics her response was a no. Questioning her statement she said that sometimes some movements go too far without that being the aim in the beginning hence I prefer to avoid such circumstances as people are unpredictable and some people which do not support truly change the image of the movement making one regret his decision. She prefers cotton clothes and sometimes sustainable or upcycled ones. When shopping she looks for high quality and does not want too expensive clothes but not too cheap either as sometimes cheap clothes are low quality. When asked about style she said that she prefers to invest in clothing she likes not necessarily keeping up with trends. She spends approximately 100 pounds per month on shopping. 

Interview 3

The third interviewee was 21 years old, female and was a student. For the first question she said she was most likely to wear mini skirts and a nice top during the summertime as she enjoys showing off her tan and legs as it is "too hot" to wear long clothes. She said she was most likely to buy skirts, tops, statement pieces like a cute bag and a fancy shirt and sometimes dresses if they amaze her as most shops have plenty of dresses but the fit is not flattering. When questioned about the type of shoes she would wear for a dinner she replied lace up sandals, kitten heels or high heels as they give the illusion of one being taller than he really is. Her response for if she likes edgy clothes was it depends on the style and the graphic printed on them meaning if it is too grunge she would not but if it is subtle grunge why not. She also added that she prefers a tight fit on the skirt and a loose fit on the top or vice versa and tight body-con dresses to elongate her figure and complement her body. The interviewees favourite colours were chocolate brown, dark grey, white, emerald and black along with prints. In addition she would only wear clothes including graphics regarding a movement only if the movement had a clear cause from the beginning and had clear intentions as she does not enjoy supporting hoaxes. When questioned about the fabrics she preferred for nighttime she did not really have an issue with any fabric as long as it was good quality and did not irritate the skin due to being too harsh, but generally thin and breathable materials. When questioned about how much money she spends per month on shopping she said that she does not have a budget as she just buys what she likes but from time to time as fashion  evolves every second. When shopping the interviewee looks for good quality garments, fashionable and up to date with the trends and having a reasonable price for what is being offered. Additionally she said she likes to buy pieces which will come back in the future trends and will be considered diachronic.

Overall I was satisfied with the research carried out as it was not leading and interviewees had free speech to express themselves as much as they liked without being judged, which is what the collection is aiming for. From the information gathered it is clear that all interviewees like to spend their money wisely on products that have an overall good quality and come at a reasonable price to invest. The majority of interviewees would wear clothes which support a movement but mostly on conditions that the movement is clear and pure and avoids eluding people into a false advertisement. I agree with that statement and my collection Azazel will not be a hoax but instead an empowering movement which is only for people who want to empower themselves and others into body confidence and love, and acceptance of mistakes and growth. The price range for the interviewees depended as most did have a budget but it was clear that they were not impulse buyers. The females like to keep up with the trends hence do not buy too many clothes at once as fashion is a fast growing sector of the industry that constantly evolves. The most common shoes were heels as they complement the legs and posture in my opinion hence I was excited that people my age wear them as well. The most common clothing were 2 pieces and dresses with the second interviewee disagreeing stating jeans and top but they are again considered 2 pieces but more basic in my opinion and not night casual but more day casual. All women agreed towards black hence it is to my benefit for choosing the Ultimate Black collection and when asked about edgy clothing they said that moreover they would except that sometimes society gets the misconception that you are grunge but this is not always the case as not all edgy clothes are gothic or alt. The most common materials were breathable materials hence cotton, polyester and mesh come to my advantage when I will be creating the collection. I am happy with the results of the interviews as I now have a clear image not only about the collection but also movement wise which will be supported with secondary research.