Global Strategy and Foresight London

GLOBAL STRATEGY AND FORESIGHT LONDON
INTRODUCTION
Emerging change in customer trends is one of the major drivers of change that impact on
organization’s performance, profitability and operations.
Trends in the Fast fashion industry
Digital marketing has become one of the major trends in the fast fashion industry that has
considered major driver of change. The reason behind is that today’s world everyone prefers to
do on line shopping instead of traditional shopping because new generation customers believes
to save time and money both so, they prefer online shopping. To fulfil needs of customers has
adopted digital marketing and provides own software application to them and influences their
buying behaviour by offering on season discount. So, it is considered key driver for the customer
buying change.
Megatrends and disruptive external events
Sustainability is one of the major megatrends at global level because each country
government forces to produce and retails eco-friendly and sustainable products so that
environment and people can be secured and safe. So, most of the country’s government
has imposed rule to manufacture and sell only sustainable products. Fashion industry
has become one of the major competitive businesses because people like to stay only
those brands that are sustainable, reasonable and improves their status among society.
Currently various new brands have established good image in short span time by
offering sustainable product at lower costs. So, it is mandatory for the H&M to take
this factor on serious note and involves such brands that are sustainable.
External event i.e. COVID-19 has become one of the major issue for the world so this
factor is also essential for the H&M because due to pandemic supply chain has
disturbed as result delaying to supply products to the customer on time. Secondly,
people unable to buy product from stores due to lockdown. So, they prefer to buy
product only several sites which provide 100% surety about protection. Thus, it is
important for the H&M to consider this factor on serious note.