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Required to write a Marketing Research Report of approximately 2500 words and must include diagrams to portray statistical findings. Research areas to consider: Among the many impacts of the current pandemic has been a drop in sales for shoes– both in terms of a reduction in the overall demand for footwear and particularly a drop in demand for specific product categories such as dressy / high heels / partywear / formal officewear in favour of casual, flat, comfortable, walking shoes and boots. This research should consider not only demographic variables, but also address behavioral and psychographic variables. 1. With due regard to the details provided by Purple Tag, you must conduct (Primary and Secondary) research to compile a report on the business. 2. Are these trends likely to continue for some time? What are the other key trends in fashion / footwear over the next 5 years? How prevalent will the growing trend towards leisurewear outside of the gym (athleisure / fashletics) – already evident prior to the pandemic and further accelerated over the last 12 months – be over the next 5 years? 3. What other product offerings could be added to the product mix that would a) be compatible with our current offering; b) be physically suitable for shipping, and c) help to set PurpleTag apart from its competition? 4. How important a role will Artificial intelligence/ augmented reality.. eg some online footwear retailers launching virtual try at home apps where you can “see” the shoes on your feet (AI/AR) play in the footwear sector going forward? 5. Given that consumer buying behaviour has changed in the past twelve months, explore the dynamics in the footwear market using a market analysis tool (eg. PESTEL/SWOT)


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