Impact of Fashion Trends on Boohoo Group Plc during and post Covid Pandemic

Assessment

Contents
INTRODUCTION...........................................................................................................................1
Background .....................................................................................................................................1
METHODS .....................................................................................................................................3
Strategy Tools ...............................................................................................................................10
Conclusion ....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Management is the administration of an organization where number of people works
collectively by understanding goals and give their contribution to accomplish the business goals.
This is important for each organization to understand the environment and comes to know what
people wants and how they could be satisfied to operate their business. To start and manage a
business there is need to have proper planning and strategies which are followed by managers to
regulate their business and develop the business performance (Nurfadila, 2020). The
environment is changing day by day where it became important to introduce the kind of products
and services as it influences the number of customers and supports to increase productivity. To
understand about changes Boohoo Group Plc has been taken that is British online fashion
retailer, was founded in 2006 by Mahmud Kamani Carol Kane for the purpose of offering better
quality and design of products as well as services to their customers.
The organization is growing its business steadily during the Covid-19 pandmic and
increased the sales by providing online services. The company get success as it care about threat
of the online retailers that can help to develop the organizational performance. The management
should be understand the requirement of their customer and then offer the products in fashion
world which increased the productivity.
Background
For each organization it is important to have focus on changing environment as it bring
changes in needs and wants of people then introduce the products accordingly. If there is lack
focus on business environment then could be challenging to operate the business. A business
person requires to have proper information and data regarding current trends as it helps to know
how their customers will be influenced to manage and work at the workplace. This is important
for each organization to conduct the environment analysis and introduce the products in
environment. As Covid occurred in whole world which has impacted negatively on business
performance and productivity (Sumarliah, Li, Wang, Moosa, and Sackey, 2021). Boohoo is the
larger size multinational retailer in fashion world that offers different types of fashion products
and services in pandemic period by using online method that helps to increase the business
productivity and profitability. In fashion world there are different trends which are as followed:
Fast Fashion

Due to changing in environment needs and wants of customers also getting to change
where it became important to introduce the products and services by following the new trend.
The fast fashion world is used to determining clothing design which move quickly from the
catwalk to stores to take trends advantages. If organization is able to walk with new trend then it
would be opportunity to grow a business in competitive world. Boohoo is the larger
multinational retailer that follows the fast fashion trend by offering better quality of products and
services which influences the number of customers effectively. The marketing management of
such organization analysis the environment and comes to know what products should be
introduce for the purpose of bring changes and offering better quality of services.
Buy Now pay later
This could be explained as new trend followed by fashion retailers to provide a facility of
paying later to make purchase earlier. This is kind of short term loan that can help customers to
be influenced properly by receiving good quality of products and services. This is important for
each organization to understand the needs of customers and provide an opportunity to pay later.
Boohoo is fashion retailer that follows the new trend such as buy now pay later in which
customers have option to make purchase first and pay in future period which can help to develop
the organizational performance and productivity. In other words, this also allows their customers
to pay in instalment by the end of the stipulated time period for making purchases (Silva,
Hassani, and Madsen, 2019).
Sustainable Fashion
Fashion is one of the world's largest industries, however, it is also one of the most
polluting as changes are important for all as it helps to influence the number of people and
supports to develop organizational performance. The fashion plays an important role in global
economy with annual revenues that attracts the number of people by offering better quality and
design of products as well as services. The climate is changing day by day where it became
important for business industries to introduce the sustainable fashion by tackling the threat of
changing environment, reducing carbon footprints, and using natural threads instead of using
animals fur in designing the clothes. Boohoo is operating its business in fashion industry by
reducing carbon footprint, saving water, using natural raw material, and participating in CSR
activities which supported to develop the organizational performance (Pang, Ko, Kim, and Ko,
2021).