Marketing Trends & Techniques


To get started you will want to understand trends in retail specialty clothing stores, in marketing to 15 to 25 year olds, loyalty programs, customer relationship marketing (CMR), and the online shopping experience just to name a few topics.  Explore reports in the Demographics and Consumer Goods categories.

Mintel Browse Lifestyle and Retail & Apparel reports

Gartner Intraweb  Reports on CRM from the information technology perspective.  Our subscription does not include most retail industry reports.

eMarketer  Aggregator of reports and statistics on digital marketing.

GMID Euromonitor Statistics and reports on markets and consumer segments.

Pew Research Center Millenials Report  Highly respected social science research center's investigation into the collective personality of teens and twenty somethings.


Search our scholarly business and trade business article databases.  Look for articles about marketing to your target market.  Further become familiar with trends in the apparel industry.  Researching specific marketing trends such as mobil apps or web 2.0 or social networking will also be helpful.

Business Full Text

Business Source Premier

ABI Inform

Business & Industry

Emerald Browse the Journal of Fashion Marketing and Management.

PsychInfo  Provides excellent access to research on consumer behavior and developmental psychology to help understand your target market.

Dissertations and Theses Full Text  Amazing how many PHD's study millennials and Gen Y!

Fashion News, Blogs and Website to Check Out

WWD (Women's Wear Daily) The longstanding bible for the fashion industry.  The online website requires a subscription for full access.  Use one of the library databases.


Garance Dore  THE fashion blog



ToBe Report  Subscription Required for much content.


Secondary Consumer Surveys

These national consumer surveys can give you insight into your target market, sales patterns and media consumption. 

MRI+ University  Internet Reporter Only works with Internet Explorer.  Requires account creation with Villanova email address.

SRDS Local Market Audience Analyst  Works best with Internet Explorer.  Check out the video guide for searching tips.

Lexis-Nexis Datasets Browse the EASI Market Data.

Polling the Nation This is a tool for accessing not consumer, but national polls.

Roper Center for Public Opinion Research  This is another tool for accessing national polls.

Promotional Budget

SRDS Media Solutions Suite of directories for media planners within traditonal channels.

Ad$Summary  Reference work with historical ad spending by brand.

e-Marketer  Database bringing together statistics and reports on digital marketing.

Advertising Red Book Traditional directory of advertising agencies

MRI+ Advertising rates for consumer magazines only.

College Newspapers  Falvey Library does not have a central location for getting advertising rates for college newspapers.  Use College Navigator to identify schools you want to target and then Google their student papers to contact advertising departments for rates.   The Campus Fundraiser web site has links to selective student newspapers.  Just change the URL to the desired state.

Market & Company SWOT Research

Your SWOT analysis will necessarily include research on American Eagle, the Aerie brand and their competitors.  Company reports written by outside analysts, the company 10K filing with the Securities and Exchange Commissionand trade news are all excellent sources.  Search all of the below by company name or ticker.


Securities and Exchange Commission Company Search Read the business, risk and managment discussion sections of the filing.

Datamonitor Company Report  These reports written by independent researchers will be particularly helpful as they include SWOT analyses.

MergentOnline Nice company overviews with a financial focus.  Easy to use links to recent news thrown in for convenience. 

ReferenceUSA Less robust company overview than Mergent.  Links to different recent news make this source worthwhile.

Morningstar Another financial report, particularly useful for the analysts forward looking assessment.

Lexis-Nexis Company Dossier  the company profile accompanied by news.


In addition to the news links ReferenceUSA, Lexis-Nexis and Mergent, you'll do well to search the following databases for trade, magazine and news reports.

Google News Business Search Bloomberg, Reuters, Wall Street Journal and regional business news.  Archived articles not all available

ABI Inform Trade journals such as Women's Wear Daily, or Apparel or popular magazines such as Seventeen or Cosmpolitian may provide useful insight in addition to basic business news. Search by Company/Organization.

Business Source Premier  Search by Company Entity.  More trade magazines such as AdWeek and Apparel Magazine

Lexis-Nexis Academic Search news and industry files.

Surveys & Focus Groups

The following resources will help you design an effective consumer survey.  Most of these resources were found by searching the Falvey Memorial Library Catalog for subject terms such as social surveys or focused group interviewing.  These aren't necessarily the best resource they are just a random sample!

Handbook of Online Marketing Research

Handbook for Focus Group Research

Survey Research Methods

How to Conduct Surveys a Step by Step Guide

Focus Groups a Practical Guide for Applied Research

Encyclopedia of Survey Research Methods

Sage Encyclopedia of Qualitative Research Methods