Assessing Employee Motivation in Fashion Retail Industry

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