Competitiveness in Australian Fashion Industry and Its Impact on Consumer Purchasing Behavior Presentation 2022

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Significance of increasing competitiveness in
Australian fashion industry and its impact on
consumer purchasing behavior
Name:
Course:

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Industry partner
Research problem
Research aim
Literature review
Research questions
Research design
Ethical considerations
Conclusions
Contents
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Desigual is a leading fashion retailer that was established in 1986. The company
believes in the high importance of its customer, the matter that led to the release of
its first brand with the goal of dressing people, not bodies.
The company creates unique products in order to inspire customers; the products
can change the people mood with their colorful designs. The company appreciates
the value of people that makes it acquire and retain authentic and talented people.
Source: Desigual 2019
Industry partner
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Desigual is highly responsible towards people and environment. All of the business
processes are based on the concept of made with love, people creativity,
responsibility and talent.
The company goal is to make the world a better place that enables people to be
themselves and express their authenticity by consuming distinguished creations.
Source: Desigual 2019
Industry partner
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This is achieved through its multi-category and multi-channel of distribution. It
designs and distributes 6 categories of products across 10 channels within 90
countries, including Australia.
The multi-channel distribution system enables Desigual to operate and grow
globally by taking the advantages of internationalization and innovation.
In the Australian market, Desigual products are featured in the best shop window.
Source: Desigual 2011 & Desigual 2019
Industry partner
Cont.
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The increasing competition in the Australian fashion industry grasped the
international attention due to its increasing intense and high market pressure.
This competitive environment led organizations to put customer satisfaction in the
first place.
The Australian fashion companies operate in a highly challenging environment
characterized by a perfect storm of competitive factors. Technology allows
companies to instantly spread their new fashion trends and facilitates shopping by
using internet applications.
Source: Santarelli (2016)
Research problem
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The free trade agreements between countries and tariff reduction policies
facilitate new entry to the industry and lower the protection sealing for the local
manufacturers the matter that led to a reduction in revenues in recent years.
The Australian government and fashion industry groups encourage product
differentiation and innovation to leverage competitiveness for Australian retailers.
Source: Santarelli (2016)
Research problem
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The fashion products involve multiple dimensions that make them complex due to
their cultural and economic values. They should satisfy their targeted customers
to gain their loyalty.
Anticipating and fulfilling the consumer needs by introducing creative and
differentiated products are directly related to business success.
The global super brands, like Desigual can easily operate and expand their
business across the country by opening new stores and selling online, the issue that
led to retailers problem of the flat-lined revenues.
Source: Santarelli (2016)
1
Research problem
Cont.
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To explore the currently increasing challenges that the
Australian fashion industry faces by analyzing the factors
that influence the market competitiveness and their impact
on customer satisfaction.
Research aim
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Competitiveness of Australian fashion industry
The Australian fashion industry generates about 27 billion dollars of revenues
annually. Also, it employs about 200 thousand employees across its activities of
manufacturing and operations, wholesaling and retailing.
There are core processes for all fashion companies that involve design and
development of products to be ready for selling by using the distribution channels,
then consumers can shop from the retailers.
Source: Santarelli (2016)
Literature review

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Competitiveness of Australian fashion industry
Many suppliers believe that the Australian fashion market is saturated, the matter
that lowers its attractiveness for the new design, where the designs are already
developed in the northern hemisphere. These reasons create the "derivate
Australian fashion".
Fashion spreads rapidly with the aid of live catwalk events that are accessible
online and live on the spot. Also, the immediate sharing of images by using
internet applications and social media channels facilitate customer reach with new
designs.
The Australian manufacturers started to become more innovative by considering
the sustainability issues in their design and production processes.
Source: Santarelli (2016)
Literature review
Cont.
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The changing local capacity of the fashion industry
The local fashion industry depends on imported and locally manufactured
products. Fashion products can be found in different locations, including the retail
stores, outlets, chain stores, department stores, special fashion stores and general
stores.
The rapid spread of fashion and mass consumerism could influence the Australian
market by bringing innovative designs to the local customer. Youth are targeted
with new designs and the industry is characterized by vertical disintegration due
to the various companies.
Source: Craik (2015)
Literature review
Cont.
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The changing local capacity of the fashion industry
Offshoring by local manufacturers and outsourcing employment to contractors
take place at the fashion market. This means that local manufacturing has been
positioned in relation to the international fashion trends.
Local manufacturing is design-oriented that focus on value-added activities. The
industry involves about 16 thousand fashion-related enterprises that are manly
small or medium in size.
The fashion industry market value and its percentage in the GDP have declined
remarkably. The industry performance is the slowest among the other industries.
Source: Craik (2015)
Literature review
Cont.

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Factors affecting the fashion industry competitiveness
The growth of the importation: It accounts for more than 90% of the sold
products.
Garments waste is not highly recycled by households, unlike other countries.
The low prices of imported garments from Asian countries compared to locally
manufactured products.
Few number of local niche products with their independent brands, while the
business used imported products that are marketed with the local slogan to keep
attracting loyal customers
Source: Craik (2015)
Literature review
Cont.
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Factors affecting the fashion industry competitiveness
Online shopping and fashion retailing succeeded in changing customer behavior
towards imported products.
Consumer behavior: Most of the Australians spend a lot on their appearance.
Women purchase dominate shopping activities.
Source: Craik (2015)
Literature review
Cont.
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Factors affecting the fashion industry competitiveness
The challenge of sustainability: Fashion industry depends on innovation and
development of trendy designs on a regular basis. The pressure groups who
advocate for sustainability are changing companies' practices towards fashion.
The development of new designs results in social and environmental problems.
Sustainability advocates argue the need for recycling disposals and becoming an
economic friendly industry. The pervading knowledge of sustainability in
Australia did not significantly affect the fashion industry and consumer behavior
Source: Di Benedetto (2017)
Literature review
Cont.

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Customer satisfaction
Consumers are people who buy the products and services of the organization.
Maintaining a good and long term relationship with the customers increases
customer satisfaction and enables organizational success.
Customer satisfaction represents the main aim of business organizations. They
are required to identify the strategic customers who enable the organizations to
achieve success.
Source: Daikh (2015)
Literature review
Cont.
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Customer satisfaction
Customer satisfaction refers to the customer evaluation of the consumed product
or service performance if the performance matches or exceeds his expectations he
becomes satisfied.
The slow of fashion industry occurred due to the rapid expansion of fashion
designs and products. Consumers' high attraction to new trends resulted in speed
and short production lifecycle of fashion products.
Fashion manufacturers should act environmentally and socially friendly while
producing. Consumers should lower their consumption and focus on higher
quality products by gaining knowledge about the products they consume.
Source: Daikh (2015) & Jung & Jin (2016)
Literature review
Cont.
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Customer satisfaction
The increasing interest of slow fashion by sustainability advocates is useful for the
environment, materials and workers.
Low profitability and fashion slow lead to business survival and adoption of
sustainable practices.
Customer value could be defined to be the perceived preferences of the customer
and his evaluation to the attributes of product, performance and their related
consequences that occur from the facility to fulfill customer goals and aim of use.
Customer satisfaction and loyalty are the main outcomes of customer value.
Source: Jung & Jin (2016)
Literature review
Cont.

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Customer satisfaction
Customer satisfaction refers to customer commitment in relation to his past
purchasing activities. Customer satisfaction could be due to physical experience in
the retail store or virtual experience in online shopping.
In the online shopping experience, the main concern that concerns the customer is
the time of delivery. The longer the time between ordering an item and receiving
it, the more the customer dissatisfaction.
Also, the design of the website and its friendly features create a source of
satisfaction to the customer.
Source: Chou, Chen & Lin (2015)
Literature review
Cont.
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Customer satisfaction
Satisfied customers are more likely to have good word of mouth and promote the
brand among his friends and relatives.
Organizations should implement a customer satisfaction survey on a regular basis
to show how much they care about the customer. These surveys enable
organizations to innovate and develop new products and services according to
customer needs.
Source: Elsaber & Wirtz (2017))
Literature review
Cont.
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Customer satisfaction
Survey results allow organizational flexibility and timely response to customer
needs by understanding the major factors that affect customer satisfaction, the
matter that increases the customer satisfaction level.
Organizations depend on customer satisfaction to be able to predict their ability to
buy more products or services in the future.
Source: Elsaber & Wirtz (2017))
Literature review
Cont.

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Conceptual map
Literature review
Cont.
Competitiveness of
Desigual in Australian
fashion industry
Customer satisfaction
Independent variable Dependent variable
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What are the key influencing factors that impact the increasing
competitiveness in the Australian fashion industry?
What are the challenges faced by the Desigual in the Australian fashion
market?
What are the measurable recommendations for mitigating these
challenges?
What are the factors that influence customer satisfaction?
How can Desigual increase its customer satisfaction level?
Research Questions
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Research method
This research uses quantitative methods of analysis. Quantitative methods require
the researcher objectivity and independence in implementing the scientific
investigation.
The reality exists in the external world and the role of the researcher is to
investigate it by applying the existing theories to achieve the desired outcomes.
Source: Xian & Meng-Lewis (2018)
Research Design

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Research method
The quantitative method uses specific questions to examine the existing
relationship between the independent variable (competitiveness of Desigual in
Australian fashion industry) and the dependent variable (customer satisfaction).
The phenomenon of investigation is the impact of the competitiveness of the
Australian fashion industry on consumer purchasing behavior with an application
on Desigual
Source: Xian & Meng-Lewis (2018)
Research Design
Cont.
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Population and sampling
The research population represents a group of people who share common
characteristics that are directly related to the research.
This research considers the customers of desigual in Australia. The sample size is
identified to represent the customers involved in the research.
Source: Etikan, Musa & Alkassim (2016)
Research Design
Cont.
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Population and sampling
The sample will be a convenience sample that considers the consumers of Desigual
in Australia and conveniently available. It is a non-probability sampling method.
The sample size will be more than 30 to ensure its generalizability.
The consumers will be asked to fill the questionnaire at the retail stores and it will
be personally administrated.
Source: Etikan, Musa & Alkassim (2016)
Research Design
Cont.

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Research tools
A questionnaire that considers the measurements of the independent and
dependent variables will be designed. It will contain questions that measure the
company competitive performance and customer satisfaction level.
The survey method will be implemented to collect data from the sample unites
who are the consumers of Desigual Australia.
In quantitative questionnaires, the researcher should accurately gather data about
research participants.
Source: Hirzalla & van Zoonen (2017)
Research Design
Cont.
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Research tools
It is important to carefully select and phrase the question, make sure they are
understandable and avoid any ambiguity.
Ensure that the questions are related to the research variables
Every question should ask about on issue not many issues in the same question.
Avoid any biased questions that might direct the respondent answers and
influence them.
Ensure that the questionnaire is well written without any mistakes.
Use short and specific questions.
Source: Hirzalla & van Zoonen (2017)
Research Design
Cont.
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Ethical considerations
This research will consider ethical issues related to social research when
implementing the research.
The data gathered from the respondents will be treated with a high level of
confidentiality and will not be used in any activity other than the research
declared purpose.
The research purpose should be explained to the respondents to create trust.
The questions should be clearly stated in the questionnaire to be distributed to the
respondents.
Source: Harriss & Atkinson (2011)
Research Design
Cont.

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Ethical considerations
The research should consider achieving the maximum benefits for the individuals,
business and the society.
People's rights should be respected on both the individual and group levels.
Ensure the objectivity and independence of the research activity.
Identify responsibility and accountability factors.
Source: Harriss & Atkinson (2011)
Research Design
Cont.
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The Australian fashion companies operate in a highly challenging environment
characterized by a perfect storm of competitive factors.
The free trade agreements between countries and tariff reduction policies
facilitate new entry to the industry and lower the protection sealing for the local
manufacturers the matter that led to a reduction in revenues in recent years.
The global super brands, like Desigual can easily operate and expand their
business across the country by opening new stores and selling online, the issue that
led to retailers problem of the flat-lined revenues.
Conclusions
Document Page
The Australian fashion industry generates about 27 billion dollars of revenues
annually. Also, it employs about 200 thousand employees across its activities of
manufacturing and operations, wholesaling and retailing.
Many suppliers believe that the Australian fashion market is saturated, the matter
that lowers its attractiveness for the new design, where the designs are already
developed in the northern hemisphere. These reasons create the "derivate
Australian fashion".
Conclusions
Cont.

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Document Page
Customer satisfaction represents the main aim of business organizations. They
are required to identify the strategic customers who enable the organizations to
achieve success.
Fashion manufacturers should act environmentally and socially friendly while
producing. Consumers should lower their consumption and focus on higher
quality products by gaining knowledge about the products they consume.
Satisfied customers are more likely to have good word of mouth and promote the
brand among his friends and relatives.
Conclusions
Cont.
Document Page
Chou, S, Chen, C & Lin, L 2015, 'Female online shoppers: Examining the
mediating roles of e-satisfaction and e-trust on e-loyalty development',
Internet Research, vol 25, no. 4, pp. 542-561.
Craik, J 2015, 'Challenges for Australian fashion', Journal of Fashion Marketing
and Management, vol 19, no. 1, pp. 56-68.
Daikh, J 2015, 'A research proposal: The relationship between customer
satisfaction and consumer loyalty', Johnson & Wales University.
Desigual 2011, 'Company profile', Desigual, UK.
Desigual 2019, Desigual, viewed 15 Aug. 2019, <
https://corporate.desigual.com/en/>.
References
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Di Benedetto, C 2017, 'Corporate social responsibility as an emerging business
model in fashion marketing', Journal of Global Fashion Marketing, vol 8, no. 4,
pp. 251-265.
Elsaber, M & Wirtz, B 2017, 'Rational and emotional factors of customer
satisfaction and brand loyalty in a business-to-business setting', Journal of
Business & Industrial Marketing, vol 32, no. 1, pp. 138-152.
Etikan, I, Musa, S & Alkassim, R 2016, 'Comparison of convenience sampling
and purposive sampling', American Journal of Theoretical and Applied
Statistics, vol 5, no. 1, pp. 1-4.
Harriss, D & Atkinson, G 2011, 'Update – Ethical Standards in Sport and
Exercise Science Research', Editorial, vol 32, pp. 819–821.
References
Cont.

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Hirzalla, F & van Zoonen, L 2017, 'Research methods for critical audience
studies', in The International Encyclopedia of Media Effects, Wiley-Blackwell,
UK.
Jung, S & Jin, B 2016, 'Sustainable development of slow fashion businesses:
Customer value approach', Sustainability, vol 8, no. 450, pp. 1-15.
Santarelli, B 2016, 'Creativity, design and management in Australian fashion
enterprises', Edith Cowan University, Australia.
Xian, H & Meng-Lewis, Y 2018, Business Research Methods for Chinese
students: A practical guide to your research project, SAGE Publications Ltd,
London.
References
Cont.
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