Assessing Employee Motivation in Fashion Retail Industry

This dissertation explores the concept of employee motivation and its significance in the operation of the fashion retail industry. It discusses different ways to increase employee motivation and highlights its importance on the industry's operations.

HR DISSERTATION TOPIC: ASSESSING THE
CONCEPT OF EMPLOYEE MOTIVATION AND
ITS SIGNIFICANCE IN OPERATION OF FASHION
RETAIL INDUSTRY

Table of Contents
A) INTRODUCTION......................................................................................................................3
B) THEORETICAL BACKGROUND AND RESEARCH FOCUS..............................................3
C) JUSTIFICATION AND CONTEXTUALIZATION..................................................................7
D) METHODOLOGY ....................................................................................................................9

Topic: Assessing the concept of employee motivation and its significance in operation of
fashion retail industry.
A) INTRODUCTION
Motivation is explained as sum of processes that impact direction and the behaviour
maintenance related to work settings. Employee motivation refers to level of the creativity,
energy that employees bring to their jobs in an organisation. This is an intrinsic as well as
internal drive to put necessary efforts as well as action towards the work related activities. This
can be thought of as willingness to be expand energy to achieve set aim. To motivating
employees are workplace is essential to be successful of business as the motivates workers are
mainly productive in an organisation (Andruskha and Nugroho, 2019). In addition to this,
employee morale on the workplace is an essential aspect that contributes to departmental success
along with the business. If the employees will be motivated then they will work effectively and
achieve particular goals in set period of time.
Fashion retailing is business of purchasing the clothes from the producers and then
selling them to consumers. The retailers make the initial purchase for resale before consumers
purchase clothes in- stores. Under this, fashion retail industry develop many ways to motivate
employees so that they can work effectively and manufacture the high quality materials.
Motivation signifies to reaching at the high productivity since it increase employees performance
(de Morais and et. al., 2019). This is internal psychological initiating, directing and to
maintaining the goal- directed behaviour process. The fashion industry determine the factors
which motivate staff members for higher productivity in context to meet enhanced demand for
the fashion items or clothings.
B) THEORETICAL BACKGROUND AND RESEARCH FOCUS
This chapter includes the literature review and objectives are derived from review.
Literature review considered the findings from academic journals, internet sources, books on
employee morale and its importance on operations of the fashion retail industry (Hansen and
Levin, 2016).
Employee motivation
According to viewpoint of Ashley Donohoe (2018) Motivation is driving force that
impact choice of alternatives in behaviour of person. It inspires, triggers, and strengthens

employees resulting in goal-oriented behaviour. Motivation is process that report for intensity,
persistence and direction towards attaining objectives. Features of the motivation are goal-
oriented continuous process and psychological phenomenon that helps in convert the abilities in
performance. Motivation at the workplace is willingness to use high level of effort towards
organizational goals contained through the ability to strive to meet people's needs. Employee
morale is intrinsic and internal drive to carry out necessary work-related actions and efforts. The
motivated staff members not positively contribute towards direction or mission of firm but aids
in minimize cost, solve challenging issues and bring creativity. It is related to commitment of
employees towards job and it feels that it engaged with objectives of firm. In this, employees
happy at the workplace and also enhancing their morale so that they can work effectively and
meet with set organisational goals. It helps in enhanced work quality that aids in minimize cost.
Lodewijk Noordzij (2013) states that Motivation can help company to next level to make
it successful. It is driving force behind success of business and assures that staff members active
and also contribute to the better performance. In context to this, high motivation level leads to
low absence and also turnover rate. To increase employees morale, managers follow basic
strategies at the workplace and also get the employees committed to objectives of business. In
relation to increase employees motivation, company use the effective ways such as provide the
positive working environment, positive communication etc. In context to this, it helps in
motivating the staff members and focus on gaining the competitive benefit at workplace
(Kampkötter, Harbring and Sliwka, 2018).
Different ways fashion retail industry use to increase employee motivation
On the basis of opinion of Lauren Ufford (2017) it has been stated that Each retail
business knows value of its workforce. High skilled and motivated employees sell large number
of goods, act as the brand ambassadors in store and engage with consumers in genuine manner.
To empower employees, the clothing retail industry finds innovative ways to motivate the staff
members so they can work in an effective manner and also focus on attaining specific goals
within a given period of time. In context to this, employees motivation is key to employee
performance, maintaining pleasant office culture and group productivity. There are some ways
which fashion retail sector use to enhance motivation given below:
Reward- It is a classic method to motivate the staff members. This can be small such as
purchasing the weekly performs lunch, giving the gift cards for popular coffee shops to those

people which go above and also beyond consumers. Under this, fashion retail industry give
reward to employees on the basis of their performance. One of effective way to giving the prize
on the basis of individual objectives which staff members set with manager through tracking
progress by performance reviews as well as self evaluations (Lueg and Studen, 2017).
Create positive environment- Several working professionals spend most of their waking
hours at the office, and there should be a place where staff members encourage productivity.
Creating the positive workplace environment helps in encourage staff members to share
knowledge and information. Those staff members which can benefit from being given and also
more challenging tasks, management should trying to give them comfort zone (Parker and
Henninger, 2018).
Provide supportive leadership- According to Bubba Page (2018) Leadership is main
factor in the employee motivation. Under this, supportive leaders work closely with the staff
members and also provide the incentive and also developing the new talent in them. Talented
leaders act as the role models which provide the right direction to people so that they can work
effectively and also work effectively. In addition to this, supportive leadership is related to
recognizing that expectations of leader influence how staff members see themselves.
Importance of employee motivation on operation of fashion retail industry
According to Michelle Nystrom (2019) employee motivation play an important role in
business organisation as thisleads to enhancing performance level of company. In this regards, it
is important for firm to motivate their employees so they can achieve set objectives in systematic
way. Along with this, there are different reason why employee motivation is important. As it
allow management of company to meet all the set goals and objectives. In absence of motivation
company could face risk and issues in executing their activities. Motivated employees are
positively impact on increasing productivity level and also allows to attain higher level of
outputs. In case, if workers are not much motivated at workplace then they reduce their
performance and also fail in attaining their targets as well (Perlacia, Duml and Saebi, 2016). In
this regards, there are some importance of employee motivation on operations of fashion retail
industry are as follows:
Increased employee commitment: When employees are motivated towards their job
activities as they put their efforts in their task at workplace. For this, company motivate them and
at the same time also improve their commitment towards the company and its activities as well.

This will directly contribute in enhancing overall performance of company at market place
(Puplampu, 2017).
Increased employee satisfaction: Smriti Chand (2019) states that Motivation in
employees may develop willingness to do their best for attaining their set goals and objectives in
stipulated time frame. Once employees meet their initial goals then they realise their importance
and link between results or efforts as well. This will directly contribute in improving motivation
level of workers and make them satisfied with their job activities.
Improve employee efficiency: Overall efficiency level of workers is not only based on
their abilities but also based on their motivation that support them in executing job activities.
Thus, it is necessary for employees to maintain better relation among ability to perform their task
and willingness to wants to perform their task and activities. This can be leads to increasing
productivity or efficiency level of company and its workers as well (Ruan and Xu, 2018).
Ongoing employee development: Motivated employees are always ready to take initiate
to do something well. They also tries to increase their involvement within the company and its
activities to develop their abilities at workplace. Through this, they can meet their set goals and
improve their overall performance as well (SHERIFF, 2016).
Aim
“To examine concept of the employee motivation and its significance in operation of
fashion retail industry.”
Objectives
 To examine employee motivation concept.
 To determine different ways fashion retail industry use to increase employee motivation.
 To identify importance of employee motivation on operation of fashion retail industry.
Questions
 What is employee motivation concept?
 What are the various ways fashion retail industry use to increase employee motivation?
 What is importance of employee motivation on operation of fashion retail industry?
C) JUSTIFICATION AND CONTEXTUALIZATION
Motivation means the requirements, wants and desires within people. This is procedure of
stimulating people to actions to accomplish set objectives. Motivation commenced in 20th
century identified that the staff members were required and relaxed the closed supervisions to

perform expectation. The fashion retail industry is most significant sector of an economy in
context to investment, trade, employment generation and revenue in all over world. This present
study states about the employee morale and importance in the fashion retail industry. Motivating
employees are the main factors which enhance the high productivity level. It has been stated that
motivation is psychological force that stimulated people to attempt independently and also focus
to solve issue (Strähle and Grünewald, 2017). Motivation is related to process of inducing staff
members of company to act in predetermined manner so that organisational objectives can be
attained. It stimulating action through understanding requirements of staff members and utilising
motives.
The employee motivation is necessary in this fast and the changing world. Only the
motivated staff members are willing to provide full potential as well as work in employers
interest. In addition to this, fashion sector represents interested area to look because of high
emotional value that included in brand image of an organisation. The motivation develops
positive impact on performance level of business because if the employees will be motivated
then their performance will be improved and they can able to perform the business operations in
an effective or better manner. Motivation is one of the effective way that develops positive
impact on the operations of fashion industry. The motivated employees will work effectively and
they will focus on providing the high quality goods and services to employees so that they can
work appropriately. The motivated employees can lead to enhanced growth and instrument an
organisation to achieve high level of the output. In context to this, high employee morale are
linked to the high employee engagement level that is something company is paying mote
attention towards them (Tomáseková, 2019).
The motivation plays a necessary role in changing attitude of staff members at workplace.
Indifferent attitude is destroyed through motivation. Presence of favourable attitude permit
company to be successful. The motivation is one of the effective way to make improvement in
operations of fashion industry (Warrick, 2016). People prefer the better quality of clothings with
unique design. From this, each employee in a group will think unique idea and develop a better
design which can attract the consumers effectively. This will help in enhance sales of the
business and also increase organisational reputation. On the other hand, workforce stability is
necessary to increase good will and reputation of company. In this, motivation helps in keep the
employees loyal towards company and participation feelings will be arise in management.

Efficiency and skills of employees will be beneficial to staff members. Procedure of outlining the
objectives aids staff members that they are the main part of company and play necessary role in
attaining strategic objectives with in given time period.

D) METHODOLOGY
Research Methodology is explained as systematic or conceptual evaluation of tools as
well as methods which are applicable to the study area. This essentially involves conceptual
assessment of body of methods and concepts related with a research branch. This investigation
section helps a researcher to systematically carry out research in order to getting reliable as well
as valid outcome effectively (Lueg and Studen, 2017). Under this section of research, detailed
explanation of various types of the research methods being applied in specific area for attaining
the framed goals. In addition, research methodology is better in justifying the methods chosen to
identify exploration work properly.
Research method
Research methods is explained as the process to gather information and data for purpose
of making the effective decisions. It helps in specifying procedures and methods to gathering as
well as measuring required information for research study. Qualitative and quantitative are two
different kinds of research methods (Kampkötter, Harbring and Sliwka, 2018.). Qualitative
research method is usually designed in such a way that reveal perception and behaviour of target
audience in relation to specific area. Outcomes of this method is descriptive in nature and
interferences can be drawn easily from data is to be obtained. This method reveal meaning that
can informs an action. On the other hand, quantitative method is emphasize on measurement of
objectives and statistical analysis of collected data by using questionnaire, polls and surveys pre-
existing data through using computational techniques.
In this present investigation, qualitative method will be taken in to consideration because
it seeks an in- depth understanding about phenomenon and perception of people.
Research Philosophy
Research philosophy is explained as the belief in how to accumulate, examine and apply
information concerned with the phenomenon. Selecting the appropriate philosophy to give
systematic view of the exploration outcome is important to an investigator. Under this, there are
two various kinds of the research philosophies like Interpretivism and positivism.
In this research, interpretivism philosophy will be used because it depends on examining
the importance of employee motivation on operations of fashion retail industry (Perlacia, Duml
and Saebi, 2016). It is effective for qualitative research and also tends to give data and
information by human perception and then interpret basic aspects of study.

Research Approach
Research Approach is necessary part of research methodology as this gives a researcher
with sufficient assistance to successfully carry out an investigation over a specified work area.
Deductive and inductive approach are the main parts of research approach. Deductive approach
helps in attempts to validate the present theories or assumptions. On the other hand, inductive
approach depends on experimental and test-based formulations of the new theory (SHERIFF,
2016).
This present investigation is taken in to consideration on the employee motivation and its
importance in operations of fashion retail industry. Inductive approach is appropriate tool as this
is beneficial for qualitative analysis and focused on the creation of hypothesis theories that
effectively support the chosen field (Ruan and Xu, 2018).
Sampling and Sample size
It is critical part of the research process which assists researchers in choosing the sample
size from the total population. There are two sampling methods that are probability and non-
probability to determine the sample size for this analysis. Probability sampling method will be
used systematically to carry out this research. Through using this sampling method, 40
respondents will be selected (Tomáseková, 2019). The main reason behind the choosing
probability sampling is that it does not take the investigators or organization's maximum cost and
time. On the other hand, non-probability sampling is not effective under this investigation to
choose sample size because this takes the company or investigator's maximum resources and
time. The chosen respondents are managers of company because they know the effective ways to
motivate employees and their capabilities of performing work or activities effectively.
Data collection
This is defined as procedure of gathering as well as measurement of information on the
interest variables in systematic manner that enable to answer the queries, test hypothesis and also
examine the outcomes effectively. Under this, researcher can collect the data by using relevant
sources to search answers of arisen research issues (Strähle and Grünewald, 2017). Primary and
secondary are two different kinds of data collection methods. In primary data, researcher gather
data yourself and this is obtain from source directly. On the other hand, secondary data has
already been published in newspapers, journals, articles etc.

In this investigation, questionnaire will be developed by using primary method of data
collection. Through this, it will be easy to gather data from large number of sample size in less
period of time.
Ethical Consideration
It is one of the necessary part of an investigation. This is essential that ethical- consent
forms are handed out to all chosen respondents and they will provide the information regarding
purpose of study and also their part in this. Researcher is responsible to collect the data from
using reliable as well as authentic sources effectively (Parker and Henninger, 2018). All the
participants will be unidentified and they can withdrawn from research work at any time.
Researcher should be assure that given questions should not harm the sentiments of people and
not to be leak information of participants without their permission.
Limitations
Researcher face different limitations when choosing sample size, defining research goals
and targets, etc. Furthermore, lack of prior investigation data, inappropriate respondent
behaviour, lack of resources, insufficient time, etc. are considered to be the key limitations faced
by the investigator during this study. In this, there is a need to researcher to use Gantt diagram to
resolve these limitations. As it helps them solve the problem of time. An investigator should
carry out every operation or study project in an ethical way that turns to assist in the ethical
completion of the work (Andruskha and Nugroho, 2019).

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