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Impact of Globalisation on Fashion Industry

   

Added on  2020-06-04

36 Pages10103 Words151 Views
How sports fashion has influencedthe contemporary market in the last 5years within the UK

Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................11.1 Overview................................................................................................................................11.2 Rationale of the research.......................................................................................................11.3 Aim of the study....................................................................................................................11.4 Objectives of the study..........................................................................................................21.5 Research questions.................................................................................................................21.6 Importance of research..........................................................................................................21.7 Scope of the research.............................................................................................................31.8 Limitations of the study.........................................................................................................31.9 Dissertation structure.............................................................................................................4CHAPTER 2: LITERATURE REVIEW.........................................................................................52.1 Introduction............................................................................................................................52.2 Impact of globalisation on fashion industry..........................................................................52.3 Growth of sports brand in past 5 years..................................................................................62.4 Determinants of market preferences......................................................................................72.5 Growing trend of sports products from1970s till date...........................................................82.6 Marketing strategies adopted by different brands of sports products....................................8CHAPTER 3: RESEARCH METHODOLOGY...........................................................................103.1 Introduction..........................................................................................................................103.2 Research philosophy............................................................................................................103.3 Research approach...............................................................................................................103.4 Research technique..............................................................................................................113.5 Research design...................................................................................................................113.6 Data collection.....................................................................................................................113.7 Sampling..............................................................................................................................123.8 Data analysis........................................................................................................................123.9 Ethical consideration...........................................................................................................123.10 Research limitations...........................................................................................................133.11 Validity and reliability.......................................................................................................13CHAPTER 4: DATA ANALYSIS................................................................................................14

4.1 Introduction..........................................................................................................................144.2 Thematic analysis................................................................................................................14CHAPTER 5: DISCUSSION OF THE FINDINGS......................................................................22CHAPTER 6: CONCLUSION AND RECONMMENDATIONS................................................256.1 Conclusion...........................................................................................................................256.2 Recommendation.................................................................................................................26REFERENCES..............................................................................................................................27APPENDIX....................................................................................................................................30

Table of FigureFigure 1Growing sales of Sports wear.............................................................................................7

CHAPTER 1: INTRODUCTION1.1 OverviewThe sportswear sector of UK has been able to enjoy good weather since last few years. It isdue to increasing trend of sportswear among youngsters. The athleisure trend going on in themarket has helped in increasing the acceptability and has become highly receptive to the ongoingsports trend in UK. Along with being fashionable, a wide range of sportswear is relaxing andcomfortable styling for people. The companies are facing a wide range of competition in thisfield and are expected to continue to invest in this area. The trend is considered as moreacceptable while socializing and mixing sportswear with the formal wear in office or in theevening clothing as well. The entities involved in offering sports wear are exploring market tothe core so that the best can be offered to customers. To find out hidden opportunities of sportswear in the market, it is important forcompanies to conduct detailed market analysis and ascertain growth projections in the industry.It has been assessed that the consumers have shown high level of interest towards wellness andhealth trends. Further, they are also driving themselves towards athleisure trend which isdominating clothing trend these days. Some of the common components of sportswear are gymattire for men and women, yoga leggings, ski suits, t-shirts, tracksuits, polo shirts, swim wear,leotards, etc. 1.2 Rationale of the researchIt is necessary for the researcher to ascertain relevance of topic on which research will beconducted. The chosen topic for study must hold some relevance so that it can serve to thespecific purpose (Eggers, Hansen and Davis, 2012). Researcher does not hold extensiveknowledge regarding sportswear market in the UK and various aspects that have a significantimpact on the industry. Lack of knowledge regarding the same attracted researcher to developunderstanding through research. Further, increasing trends of sportswear in the market alsoattract researcher to study topic in an effective manner. With the view to gather adequateknowledge regarding the sportswear industry, researcher has conducted research on sportwearindustry of UK. 1

1.3 Aim of the studyAim - “To analyse how strategic methods of marketing encourage consumers influence whenbuying sports products and investigate the views of those who work within the industry toprovide ideas and strategies for future.”1.4 Objectives of the studyBased upon the aim of study, following objectives can be framed.To assess how sportswear brand’s (Nike, Adidas, Puma) marketing strategymakes them competitive in the industry and influence customers in the UK.To explore that how the use of sportswear has influenced youth to a specificbrand.To evaluate that if there has been any growth within the sports brand in last fiveyears and investigate the influence of sportwear on consumers.To ascertain the strategic methods that apply while marketing sports products.To assess the influence of culture on fashion.1.5 Research questionsBased on the objectives framed for the research, following research questions can be made:How sports brands (Nike, Adidas, Puma) marketing strategy makes themcompetitive in the industry and influence customers in the UK?How the use of sports wear has influenced youth to a specific brand?If there has been any growth within the sports brand in last five years andascertain the influence of sportswear on consumers?What are the strategic methods applied to market the product?What is the influence of culture on fashion?1.6 Importance of researchIt is necessary to ascertain importance of research so that it can fulfil its purpose in the bestpossible manner. Present research will be conducted to assess the strategic methods of marketingwhich encourage consumers to buy sports products. Further, it also aims at investigating theviews of those who work within industry to provide ideas and strategies for the future. Researchhas helped in ascertaining marketing strategy that is adopted by companies so that it can remain2

competitive in the industry which can further fulfil expectations of the consumers as well. Studyalso plays an important role in the assessment of influence on youth to a specific brand of theirchoice. The research holds a great importance in finding growth in the industry in last five years.It will help in understanding market aspect of sportswear and its ongoing trend in the industry.Another factor that holds a great importance in the research is to ascertain the impact of cultureon fashion being preferred by the youngsters these days. The research will help the scholar toassess all important factors that have been driving this industry and leading the sector towardsgiving significant contribution in GDP of nation.1.7 Scope of the researchThe present research aims at analysing strategic methods of marketing encourageconsumers influence when buying sports products and investigate the views of those who workwithin the industry to provide ideas and strategies for the future (Lamb, Hair and McDaniel,2011). The scope of research is wide as it has become a significant contributor towards GDP ofthe country. Further, topic that has been chosen by scholar has not been studied much andrequires extensive research on the same. The research will be helpful in understandingsportswear market to the core. Rigorous research on the same will help in providing extensivelearning to the readers and other researchers who are planning to study the field of sportswear. Itwill help in finding out the areas which has not been discovered much. It will help in ascertainingdifferent marketing strategies adopted by companies who are already a part of this industry inmarket. Hence, the scope of research is quite wide and the topic requires extensive study to reachto a valid and effective conclusion.1.8 Limitations of the studyThere are various limitations that are attached to the study that will be conducted by theresearcher on sportswear market in UK. There are fewer chances to conduct the study withutmost perfection as there are some constraints attached to it. One of the major constraints istime and budget constraint. It requires adequate time to conduct a research as there are variousaspects to be considered by the researcher. Improper time frame may lead to deviations in theresults. Further, inadequacy of budget also acts as a major drawback in conducting the researchin an effective manner. 3

Restricted access to some websites can limit the secondary data collected by researcherwhich can further have a strong influence of outcomes of the researcher. These obstacles inresearch process can have a significant impact on the results which can further deviate theconclusion and recommendations section of the study as well. 1.9 Dissertation structureIt is important that the dissertation flows in a specified format so that the reader cangather knowledge without any hassle. The format also helps in giving a clear view of theresearch. Hence, considering this aspect, the dissertation will have the following format:Chapter 1: Introduction: It is the first chapter of dissertation hoc helps inmaking the assessment of overall idea lying in the study. It helps in specifying aims andobjectives of the research as well.Chapter 2: Literature review: It is considered as one of the most importantchapter of the research where secondary data through books and journals is gathered soas to establish the knowledge base regarding the topic. Chapter 3: Research methodology: It helps in gathering the type of researchtools and techniques that will be used in conducting the research. Some importantelements are, research approach, philosophy etc.Chapter 4: Data analysis: The elements that has been gathered through varioussources is analysed in this chapter using appropriate technique that has identified inresearch methodology. Chapter 5: Findings and discussion: Based on analysis of data, the informationis critically evaluated. Th comparison is made between the information being gatheredthrough various sources. Chapter 6: Conclusion and recommendations: Based on all the chapters statedabove, the research is then concluded and recommended considering all importantaspects.4

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