If the trade papers report that gloves are making a comeback, should production start manufacturing them? How would someone judge and react to a woman walking down the street in a purple wig and spandex body suit with layers of red polka dot silk wrapped around her to form a bell shaped tent? What is accurate and inaccurate to conclude about her appearance? Research is the foundation for understanding consumers and making informed decisions. Based on their experience in academia, the authors provide the tools for students and professionals to analyze and develop critical thinking skills and sift through what is read and seen to understand the target market for which they will design, buy, market, or manage in the fashion industry. Both a textbook and manual for undergraduate and graduate students studying research methods used in the fashion industry, it can also serve as a reference for industry professionals.