Plus Size Women

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Fashion stores continue to discriminate against plus size women shopping in there

stores. My objective is to develop a research and marketing plan to incorporate this

particular target market into today’s biased society because plus size women want to look

and feel phenomenal too. As a way to end size discrimination we want to create an

environment that accepts those that are different in terms of size and let people know that

“fat” is in, but not in this context; (PHAT) is back and we view plus size women as

PHAT-PRETTY HOT AND TEMPTING. To improve the overall quality of life for

millions of oversized Americans and other foreigners, weight must be added to the list of

categories covered in anti discrimination laws. (NAAFA)

Curvy Fashions is an urban clothing store for plus size women that will open in

January 2010. This fashionable clothing store is designed for those women who are tired

of old woman clothing and want to step into style and make a statement saying plus size

women can look elegant and sophisticated, sassy and stylish at the same time. The

clothing line includes dresses, skirts, shirts, suits, shorts, dress pants, jeans, capris, regular

pants, and shoes. Curvy fashions will operate under a partnership through Ayrian Fletcher

and her business partner Christy Goines. Our emphasis is not on size but fashion. The

Curvy Fashions is committed to being a good citizen in the cities in which we do

business. We are committed to conducting ourselves in an ethical demeanor, acting in

accordance with our values and standards. Fashion is a competitive industry and our

customers expect the best prices for value. We will utilize the newly launched Curvy

Fashions catalog business to better serve our loyal and growing customer base, operate

the business with a focus on cash flow production in order to maintain substantial

financial elasticity and shift sales and profit mix to higher generating margin brands and


I will be using primary and secondary data sources in this marketing research.

The procedures and devices used to obtain primary data differ depending on the sampling

and measurement requirements. Data collection is an important part of the research plan

and frequently represents the biggest cost of primary research. The learning objectives

include: 1) Differentiate between qualitative and quantitative research. 2) Describe the

advantages and disadvantages of commonly used qualitative research approaches. 3)

Describe the pros and cons of direct questioning, observation and in-market experiments.

4) Express how to construct an observational research project. 5) Discuss how to set

up and conduct an in-market experiment. 6) Discuss the advantages and disadvantages of

using surveys to acquiring market information. 7) Explain the advantages and

disadvantages of the three basic methods of direct questioning as well as combination

methods (e.g., Phone-mail, phone-disk, etc.). 8) Describe the uses and the advantages and

disadvantages of diary panels, store audits, electronic data generators in marketing

research. 9) Describe the necessary approaches and methods for merging data from

different sources. Secondary data is information collected for purposes other than the

completion of a research project. A variety of secondary information sources exist

to the researcher gathering data on an industry, potential product applications and the

market place. Secondary data is also used to expand initial insight into the research

problem. Secondary data is classified in terms of its source – either internal or external.

Internal, or in-house data, is secondary information acquired within the organization

where research is being carried out. External secondary data is obtained from outside

As in any organizational change...
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