An examination of consumer growth strategies in the fashion industry: a case study on Net-A-Porter

This document discusses the examination of consumer growth strategies in the fashion industry, focusing on a case study of Net-A-Porter. It covers the current factors influencing growth strategies, ways to stimulate customer demand, and the impact on profitability. The research methodology includes the use of a questionnaire to gather information from stakeholders. Ethical considerations and the preservation of participant anonymity are also discussed.

Foundation Project
1 | P a g e

2 | P a g e

Table of Contents
TITLE: “An examination of consumer growth strategies in the fashion industry: a case study on
Net-A-Porter”.....................................................................................................................................4
Introduction ......................................................................................................................................4
Research Aim.................................................................................................................................4
Research Objectives.......................................................................................................................4
Research Questions........................................................................................................................4
Literature Synopsis.............................................................................................................................5
Literature 1: Author Name, Literature Title, Date..........................................................................5
Literature 2: Author Name, Literature Title, Date..........................................................................6
Literature 3: Author Name, Literature Title, Date..........................................................................6
Research Methodology and Rationale...............................................................................................8
Ethical Considerations......................................................................................................................10
Bath Spa University Research Ethics Approval Form .......................................................................10
An examination of consumer growth strategies in the fashion industry: a case study on Net-A-
Porter...............................................................................................................................................10
References.......................................................................................................................................14
3 | P a g e

[Insert the Title of Assessment here]
TITLE: “An examination of consumer growth strategies in the fashion
industry: a case study on Net-A-Porter”
Introduction
Fashion industry is consist of recent trends associated with garments and clothing that is
being used by industry players to develop range of products which supports them in enhancing
satisfaction level of customer in effective manner (Alexander Nobbs and Varley, 2018). The
present report is based on Net-A-Porter, a well known company belonging to fashion industry. The
respective company has established itself a luxury brand within the industry within less period of
time. Mainly it uses differentiation strategy by providing designer products with iconic packaging to
its customers that attracts them a lot and also influence them to make purchase from the same
brand. In order to maintain its position within the market and improving its performance in more
effective manner. The top most authority of respective company have hired specific team to
conduct research for them so that they can develop effective and worthy consumer growth
strategies in order to influence their performance within the fashion industry in positive manner. In
this regard, the investigator have developed supportive research aim, objectives and questions for
accomplishing research outcome in the desired manner.
Research Aim
The research aim for the current study is: “To conduct study on consumer growth strategies
within fashion industry”. A case study on Net-A-Porter
Research Objectives
Research Objective 1: To identify the current factors that influence 50% of consumer growth
strategies in Net-A-Porter within last 3 years
Research Objective 2: To develop a range of products within six months that increases current
satisfaction level of customers by 30%
Research Objective 3: To examine how development of effective consumer growth strategies
contributes in higher profitability of Net-A-Porter up to 25% within a year
Research Questions
Research Question 1: How current trends influences more than half of the consumer growth
strategies in fashion industry?
Research Question 2: How to stimulate the current demand of customers for enhancing their
satisfaction level?
Research Question 3: Explain relationship between consumer growth strategies and enhancement
of fashion industry?
Research Question 4: What is the impact of consumer growth strategies on the profitability of
fashion industry?
4 | P a g e

Literature Synopsis
Literature 1: Author Name, Literature Title, Date
Current trends which influences more than half of the consumer growth strategies in
fashion industry
On the basis of perception presented by Bürklin, (2019), determined that there are
many factors that have impact over the consumer growth strategies in the fashion industry.
These factors not only have positive impact impact but also have some negative impact over
the growth strategies. Fashion industry is more volatile in nature where changes can be seen
in frequent and regular period of times. The most rapid change is seen over the clothing
fashion. This is changed in frequent intervals on the basis of numerous factors such as change
in customer perception or taste, change in culture, change in time and economy etc. These
factors force the organisations working in this sector to made changes in their offerings and
built new growth strategies which are competent in nature. These strategies are needed to be
in such nature that help in satisfaction of the needs of consumer along with the cope up with
the negative impact of the trends. The number of current trends which have impact over the
growth strategies in clothing fashion industry is defined below:
Change in customer taste: In clothing fashion the major trend that have impact over
the business is over changing taste of consumer. Nowadays, the consumers in clothing
industry has more focused towards the wear of trendy clothes that suits their personality. So,
this factor have huge impact over the strategies of the organisation too. To grow their
customer base they built strategy where more focus is provided over production of innovative
and trendy clothes through bring fusion in between the style and fabrics. This will provides
an opportunity to attain the trust of consumers in respect to their services because of changes
in their offerings on regular basis.
Comfortable and long lasting clothes: Nowadays in clothing fashion one of the
trend persist in market in related to wearing of comfortable clothes which are not harsh to
their skin and easy to wear whole day. This trend motivates the organisations in respect to
building of the clothes of such fabric which is comfortable and long lasting in nature.
Adherence of same in their growth strategy provides an opportunity to satisfy the need of
customers and market. So, the use of stretchable fabric in their clothing is the contribution of
this trend as this will provides comfort to their consumers.
5 | P a g e

So, overall ascertained that there is huge impact of current trend over the growth
strategy of an organizations in industry. This will help them to attain sustainability in
business.
Literature 2: Author Name, Literature Title, Date
Ways by which current demand of customers can be stimulated for enhancing their
satisfaction level
According to the viewpoint of Kawamura, (2018) it has been analysed that there are
numerous of ways by which customers demand can be enhanced in positive manner. It can be
said that here, business enterprises working in the same industry could go for providing
attractive services with higher quality to customer along with the demanded products that will
help them out in influencing their interest towards them in positive manner. In addition to
this, it has also been observed that this respective company can also conduct market research
at regular basis in order to identify actual demand and requirement of customers so that they
can easily modify their services towards the same in order to satisfy their tarted range of
customers in positive manner. This will also aware them, them about different trends within
industry which is also preferred by customers in effective manner. As a result, it would be
easier for them to acknowledge different specific needs of customers which could be
incorporated by them in their business practices in rightful manner. It can be said that if
customers will get designer products according to their requirement and recent trend they will
directly feel satisfied and happier. This will also influence customers in remaining loyal to
the same company and making purchase from it at regular basis. Enhancement in sales
performance of the company will increase their revenue as well as profitability in effective
manner. Apart from this, it has been further the fashion industry can also meet up customers
demand by providing them personalised products as per the demand of customers in effective
manner.
Literature 3: Author Name, Literature Title, Date
Relationship and impact of consumer growth strategies on the profitability as well as
growth of fashion industry
As per views represented by Kim, (2019), there is requirement of proper policies
such as align sales and marketing, expand offerings, focus on consumer feedbacks, etc.
through which operations of Net- A- Porter are performed in specified manner. In case of
fashion industry, changes are occurring frequently,. So in this case it is relevant and
6 | P a g e

significant for understanding external market. Consumer want proper services through which
they can evaluate and determine the changes in appropriate manner. With altering and
making policies relevant for satisfying consumer demand, brand image of Net- A- Porter gets
improved and consumers are ready to avail services from it. There is positive impact and
relations of growth in consumer rate when profits are improved. There is difference in
demand of consumers, if managers of Net- A- Porter are able to determine it, then they can
provide better products to consumers. In UK, consumers want full return of their money, so
in this case if products are as per consumer demand and brand loyalty gets improved.
When there is proper services, then consumers base of Net- A- Porter gets improved
because people prefers to purchase from this brand only. So ultimately, profits and revenues
of Net- A- Porter also gets affected in positive manner. For improving sales, managers of
Net- A- Porter can crate similarity in marketing and sales department. This makes balance in
performing operations and consumers will get proper product with specified quality. There
must be proper strategic plan for taking feedbacks and understanding the ways to get proper
outcome. If there is any negative comment from consumers, then managers have to evaluate
them and make strategies with which consumers will get latest fashionable services. There
are many employees working at Net- A- Porter, and they have different approaches of
working. Managers have to respect it and manage to work in flexible manner. In order to
expand business, there is requirement of proper geographical region which makes it easy for
understanding the changes in specific manner. With change in operations, employees must be
communicated properly through which they can maintain and mange their activities in
appropriate and specific manner. This is clear when business expand, then there is increment
in number of consumers and profits and revenues also gets high. But there must be good
quality of product which are new and trendy, so it will be easy for association to maintain
good image in mind of consumers.
7 | P a g e

Research Methodology and Rationale
Research methodology section includes particular technique and procedure in order to
explore information on specific topic that is further analysed for the purpose of drawing conclusion
from it. This section also allows reader to analyse overall validity and reliability of the investigation in
rightful manner. With reference to the present context, researcher have conducted investigation o n
“To conduct study on consumer growth strategies within fashion industry”. A case study on Net-A-
Porter. In order to conduct this investigation in effective manner researcher will adopt Questionnaire
as the main method for gathering information on the chosen topic so that they can draw valid
outcome associated with this in future. Usage of this method will allow them in grabbing maximum
fresh information on the chosen topic. Along with this, the information gathered by this method will
also include several perceptions that will support enhance the reliability of outcome as investigator
has given consideration to all perception in order to reach research outcome.
Apart from this, another reason of choosing this method is its cost effectiveness. It can be
said that this method does not involve advance technology and tools which allows investigator in
gathering information in simpler and cost effective method. At the time of using questionnaire
method, investigator will develop 10 questions in questionnaire. This questionnaire will be filled by
chosen 20 participants. These respondents will going to be selected with the help of random
sampling method from its existing stakeholders. Mainly information will be gathered at corporate
office of the company as at this place they will be able to communicate to maximum of its
stakeholders. Here, employees of Net-A-Porter will be given priority as they owes maximum
information on consumer growth strategies because they are interacting with the customers at
regular basis. This interaction have developed their knowledge of employees on customers which
directly supports them in providing maximum worthy information to investigator.
Moreover, the main limitation associated with present research method that is
questionnaire is related to inclusion of close ended questions within it. This means that in close
ended questions, respondents are only allowed to answer their questions from the options provided
in it. Here, they can not even add their own perception. This becomes major weakness of this
method. Another limitation associated with the same method is lack of interest shown by
respondents on research questions. This have limited them in gathering best possible information on
the same questions. As a result, this hampered total output of investigation as they are not able to
gather rightful information which have directly placed negative impact over the total output of
research. Away with this, it can be said that if investigator have adopted different method interview
then it would provided better and detailed information to investigator. But, this method consumes
time of investigation a lot which could result in the delay of research output. In the whole some, it
can be said that overall used method that is questionnaire was good enough to gather maximum
information within less period of time.
8 | P a g e

Ethical Considerations
Bath Spa University Research Ethics Approval Form
Student name
Programme and/or module
Title of the proposed
research project:
An examination of consumer growth strategies in the
fashion industry: a case study on Net-A-Porter
Number and type of
proposed participants
20 respondents are taken and all of them are the staff
members of Net-A-Porter
How is permission being
sought from the participants
and/or their parents/carers?
Permissions would be availed from respondents through
the usage of consent form so as to procure maximum
extent of data on the subject matter.
How is participants’
anonymity to be preserved?
The data procured via respondents would be effectively
stored within computers and on cloud so as to ensure its
preservation for long course of time period.
Describe the research
methods proposed (e.g.
interviews, classroom
observations)
For carrying out the current research, Questionnaire
method is undertaken by investigator which pertains to
primary research method.
List the ethical issues and
potential risks associated
with the research methods
outlined above (e.g.
confidentiality) and how you
propose to deal with each of
these.
The present researching consists of an array of issues. The
most apparent of all of these is associated with
confidentiality of data as well as its reliability. Further, the
probability of not being able to acquire true and unbiased
information from respondents is yet another constraint.
The respondents are many a times not willing to share
information are they are apprehensive that it might be used
for illegal purposes. This makes them uncomfortable in
sharing their personal data with researcher. To deal with
this, the investigator has communicated the purpose and
9 | P a g e

importance of conducting the study to all the respondents
so that they do not hesitate from sharing their data. This
makes them convinced and they get ready to share
important information.
Describe how your findings
will be reported or
disseminated
Findings of this study would be reported by publishing it
over the official web page of company.
I have read the University’s
Process and Procedure for
the Approval of Research
Activity
(please sign and date)
You do not need to fill in the section below.
Ethical Review of Research Projects – Checklist
Supervising Tutor/
Director of Studies
Approval level
required
a) proposals using human participants for research YES NO
b) proposals for research that intends to use undergraduate students as
participants
YES NO
School Ethics Sub-
Committee approval
required
c) procedures involving any risk to a participant’s health (for example
intrusive physiological or psychological procedures
YES NO
d) research involving the donation of bodily material, organs and the
recently deceased
YES NO
e) proposals which involve financial payments or payments in kind toYES NO
10 | P a g e

participants above reimbursement of expenses;
f) proposals wishing to use children under the age of 16 or those over 16
who are unable to give informed consent (e.g. people with learning
disabilities; see Mental Capacity Act 2005) as participants
YES NO
g) research proposals to be carried out by persons unconnected with the
University, but wishing to use staff and/or students as participants
YES NO
h) proposals which investigate existing working or professional practices
at the researcher’s own place of work (including staff surveys)
YES NO
i) research where the safety of the researcher may be in question; YES NO
j) proposals which require participants to take part in the study without
their knowledge and consent at the time;
YES NO
k) research involving prisoners and young offenders. YES NO
University Ethics
Sub-Committee
approval required
l) research involving access to records of personal or sensitive
confidential information, including genetic or other biological
information, concerning identifiable individuals;
YES NO
m) surveys, questionnaires and any research, the nature of which might be
offensive, distressing or deeply personal for the particular target group;
YES NO
Supervising Tutor/Director of Studies/Director of Research use only:
Comments on the ethical issues
raised by the proposed research:
Either: I am satisfied that the ethical issues raised by the
proposed research project have been addressed and
give approval for the project to go ahead
Or: The ethical issues raised by the proposed research
project require referral to the School Ethics Sub-
Committee.
Signature and
Date:
11 | P a g e

A copy of this form should be sent to the Director of Research in the School
School Ethics Sub-Committee Use Only:
Comments on the ethical issues
raised by the proposed research
and how well they have been
addressed
Either: I am satisfied that the ethical issues raised by the
proposed research project have been addressed and
give approval for the project to go ahead
Or: The ethical issues raised by the proposed research
project have not been adequately addressed and
require re-submission to the committee.
Or: The ethical issues raised by the proposed research
project require referral to the University Ethics Sub-
Committee.
Signature and Date:
(Chair of School level
committee)
A copy of this form should be retained by the Director of Research in the School
University Ethics Sub-Committee Use Only:
Comments on the ethical issues
raised by the proposed research
and how well they have been
addressed
Either: I am satisfied that the ethical issues raised by the
proposed research project have been addressed and
give approval for the project to go ahead
Or: The ethical issues raised by the proposed research
project have not been adequately addressed and
require re-submission to the committee.
12 | P a g e

Signature and Date:
(Chair of University Ethics Sub-
Committee)
A copy of this form should be retained by the Vice-Provost, Research & Enterprise
13 | P a g e

References
Alexander, B., Nobbs, K. and Varley, R., 2018. The growing permanence of pop-up outlets
within the international location strategies of fashion retailers. International Journal
of Retail & Distribution Management. 46(5). pp.487-506.
Bürklin, N., 2019. Institutional enhancement of consumer responsibility in fashion. Journal
of Fashion Marketing and Management: An International Journal. 23(1). pp.48-65.
Kawamura, Y., 2018. Fashion-ology: An introduction to fashion studies. Bloomsbury
Publishing.
Kim, J.H., 2019. Imperative challenge for luxury brands: Generation Y consumers’
perceptions of luxury fashion brands’e-commerce sites. International Journal of
Retail & Distribution Management. 47(2). pp.220-244.
Mrad, M., Farah, M. F. and Haddad, S., 2019. From Karl Lagerfeld to Erdem: a series of
collaborations between designer luxury brands and fast-fashion brands. Journal of
Brand Management. 26(5). pp.567-582.
Nunthiphatprueksa, A., 2019. The An Influential Role of Luxury Fashion Store
Environment. Journal of Community Development Research (Humanities and Social
Sciences). 12(1). pp.1-14.
Pal, R. and Gander, J., 2018. Modelling environmental value: An examination of sustainable
business models within the fashion industry. Journal of cleaner production. 184.
pp.251-263.
Siali, F., 2019. RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER
PURCHASE DECISION. International Journal of Service Management and
Sustainability. 1(1). pp.58-75.
Su, J. and Chang, A., 2018. Factors affecting college students’ brand loyalty toward fast
fashion: A consumer-based brand equity approach. International Journal of Retail
& Distribution Management. 46(1). pp.90-107.
14 | P a g e