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MSCH R350 Public Relations Strategies for Fashion, Beauty, and Lifestyle Brand Communication

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Consumer Demographics, Attitudes and Behaviors

Try these sources for information on demographics and market research on consumer attitudes, behaviors and opinions

Marketing Literature

Article Search

Business Source Complete, ProQuest Business and EBSCO Management are examples of literature databases. In databases like these, the language you use when searching matters more than you might think. Use the tips on the Effective Searching tab to improve your results.

For this concept Start with words like
Gen Z ("Gen Z" OR GenZ OR "generation z")
socially responsible companies ("mission driven retail" OR sustainab* or eco* or "fair trade")
clothing (clothing OR fashion OR apparel)
Consumer psychology ("consumer attitudes" or "consumer behavior")
Purchase drivers ("purchase intention" or "path to purchase" or "willingness to pay" or "shopping journey")
Mobile/online shopping (mobile or online or ecommerce) and (shop* or purchas*)
Marketing (marketing or advertising)
"grass roots" Marketing ("word of mouth" OR EWOM OR influencer)


("Gen Z" OR GenZ OR "generation z") AND (marketing or advertising)

(clothing OR fashion OR apparel) AND ("word of mouth" OR EWOM OR influencer)

Note: Not every combination of search terms will be useful, and these suggestions and examples are not exhaustive: You will need to come up with additional terms for other ideas you are interested in researching.

Doing multiple searches and looking at several pages of results is the key to success. 


Fashion Marketing eBooks

Industry Information and Trends

Understanding wider industry trends and market forces can be helpful when advising a company. Start with these databases.

News & Popular Press

IU Libraries has several databases that let you search across a wide variety of newspapers and magazines, as well as offering direct access to some local and national newspapers.

Company Information

Find information on companies to learn more about strategies and the competitive landscape.

Visuals: Finding and Editing

Citation and Style Guides

Citation involves properly crediting the authors of information sources used in a paper or presentation. You will need to cite if sources are directly quoted and/or paraphrased or if reading a source contributed to the ideas presented. 

Always cite your sources.

Different disciplines use certain citation styles. Use these Quick Style Guides, the full citation manuals, or ask library staff for citation assistance.


Quick Style Guides


Full Style Manuals