Ethnographic research is a very efficient method of research. Whilst quantitative data can be useful, ethnographic research involves really becoming involved with a group of people through observing, talking, integrating, offering an insight you can’t find from a statistic.

A reoccurring theme I’ve noticed is the importance of people and psychology. Understanding the consumer is vital to a brands success. Watching an extract of BBC British Style, I witnessed a young scout whose responsibility was to capture the people of London and their outfits to report back to brands in order for them to forecast trends. I found this interesting seeing as, as a consumer, I find myself browsing ‘new in’ sections or analysing look books by clothing brands in order to try and spot ‘trendy’ finds that I’m drawn to, yet brands do the same, looking at consumers for inspiration, all in a big cycle.

Vox pops are a key way in which ethnographic research is conducted, which for me have been a really interesting strategy to look into. I appreciate the emotive touch and personal aspect; stemmed from the fact I find nothing more interesting than other people. It makes me able to hear personal perspectives on topics I may be previously unfamiliar with, in a more engaging way. The Museum of London met with punks who resembled on their memories during this movement in the late 70s. I already have a keen interest in youth subcultures from this piece of time- but the vox pop allowed the candids I’ve seen of these groups come to life.

The ethnographic approach used in fashion is a friendly reminder that fashion isn’t just pretentious or materialistic, shallow. Underneath the designer catwalks, fashion is a true reflection of identity, personality and individuality, particularly with street style. And that’s my favourite part of it all.

Photography by The Sartorialist