FLY FASHION

     We had the incredible opportunity to learn from Professor Gaia Poli of the Florence University of the Arts specifically about their FLY! store. Professor Gaia Poli is a designer, distributor, and wholesaler. She was incredible to learn from and has had so much experience in the industry. We not only were able to learn from her, but she gave us the opportunity to teach her as well. The class split up into groups and each went out and performed field research on a certain consumer group for their boutique. We had the meeting right behind the boutique and were able to follow their Instagram account and see all of our ideas in action once we left the meeting. Some important takeaways from the meetings was the fashion count is identifying areas of the city that show demographics you want and using parameters to do so. There is not always one specific group that a business is trying to reach. The boutique's consumers were high end and low end tourists, international students, locals, professionals, and influencers. When doing field research, it is vital to be as accurate as you can and if you can get pictures then even better. It is also important to set research parameters before conducting the research.