Max&Co Research proposal
MaxMara Fashion Group
Max&Co’s use of social media and digital communications in Italy
RESEARCH PROPOSAL
CONTENTS
RESEARCH PROPOSAL
1. BACKGROUND p. 3
1.1 Max&Co 3
1.1.1 Introducing the new Max&You app 4
1.2 Competitors overview 4
1.3 Rationale 4
2. OBJECTIVES 5
3. METHODOLOGY 6
3.1 Secondary research 7
3.1.1 Internal data 7
3.1.2 External data 7
3.2 Primary research 8
3.2.1 Qualitative research 8
3.2.2 Quantitative research 9
3.3 Sampling 10
3.3.1 Focus groups 10
3.3.2 Online questionnaires 11
3.4 Data analysis 11
3.5 Potential issues 11
4. REPORTING AND PRESENTATION 12
5. TIMING 12
6. FEES & BUDGET 12
7. MVB RESEARCH AGENCY 13
8. SOURCES 14
RESEARCH PROPOSAL
1. BACKGROUND
“The Max Mara Group is one of the largest international fashion houses and the first Italian clothing company, recognised throughout the world as the precursor of modern pret-à-porter fashion. The Group was formed in 1951 the Group with the aim of offering haute de gamme feminine clothing, produced according to excellent industrial processes. This is a record that the Max Mara Group has consolidated over time through a meticulous, luxurious style that has always achieved rising success on a world-wide scale” (MaxMara Group), maintaining however its strongest market in Italy. The Group is composed of nine different brands, each targeting a different segment, none of which are particularly active through digital communications, with the exception of websites and online shops.
MVB Research Agency was contacted to develop a study aimed at analysing the use of social media and digital communication tools for the Max&Co brand, which as company results show, is the most developed of the nine brands on new media, with
Max&Co’s use of social media and digital communications in Italy
RESEARCH PROPOSAL
CONTENTS
RESEARCH PROPOSAL
1. BACKGROUND p. 3
1.1 Max&Co 3
1.1.1 Introducing the new Max&You app 4
1.2 Competitors overview 4
1.3 Rationale 4
2. OBJECTIVES 5
3. METHODOLOGY 6
3.1 Secondary research 7
3.1.1 Internal data 7
3.1.2 External data 7
3.2 Primary research 8
3.2.1 Qualitative research 8
3.2.2 Quantitative research 9
3.3 Sampling 10
3.3.1 Focus groups 10
3.3.2 Online questionnaires 11
3.4 Data analysis 11
3.5 Potential issues 11
4. REPORTING AND PRESENTATION 12
5. TIMING 12
6. FEES & BUDGET 12
7. MVB RESEARCH AGENCY 13
8. SOURCES 14
RESEARCH PROPOSAL
1. BACKGROUND
“The Max Mara Group is one of the largest international fashion houses and the first Italian clothing company, recognised throughout the world as the precursor of modern pret-à-porter fashion. The Group was formed in 1951 the Group with the aim of offering haute de gamme feminine clothing, produced according to excellent industrial processes. This is a record that the Max Mara Group has consolidated over time through a meticulous, luxurious style that has always achieved rising success on a world-wide scale” (MaxMara Group), maintaining however its strongest market in Italy. The Group is composed of nine different brands, each targeting a different segment, none of which are particularly active through digital communications, with the exception of websites and online shops.
MVB Research Agency was contacted to develop a study aimed at analysing the use of social media and digital communication tools for the Max&Co brand, which as company results show, is the most developed of the nine brands on new media, with