Impact of Fashion Trends on Dior's Operations

Inquiry Based
Learning Project

Contents
INTRODUCTION......................................................................................................................................3
Research Question...............................................................................................................................3
Research Objective..............................................................................................................................3
Background..............................................................................................................................................3
Reasons for choosing the theme........................................................................................................5
Aim..........................................................................................................................................................5
Research Question...............................................................................................................................5
How the aim will be achieved..............................................................................................................5
Methodology............................................................................................................................................6
Analysis....................................................................................................................................................6
SWOT Analysis.....................................................................................................................................6
PESTEL Analysis..................................................................................................................................6
Primary Data........................................................................................................................................7
Recommendations...............................................................................................................................14
Conclusion.............................................................................................................................................16
REFERENCES........................................................................................................................................17
Appendix.................................................................................................................................................18

INTRODUCTION
The retail industry is one of the fastest growing industries in the world and has
various organizations operating in it. Luxury brands offer high quality products and
services to the customers (Arsal, 2017). This report is based on Dior, which is a French
luxury fashion house headquartered in Paris, France. The theme of the report is
sustainable fashion. The report includes an explanation about the current retail trends
along with a primary and secondary analysis. Recommendations are also provided to
the respective company.
Research Question
 What is the impact of different trends such as fast fashion of retail industry on the
operations of an organization?
Research Objective
 To analyze the impact of different trends such as fast fashion of retail industry on
the operations of an organization.
Background
The retail industry involves organizations selling products and services to the
customers. The industry is constantly growing and is estimated to grow further in the
coming years. There are different trends within the industry that various companies,
including Dior has implemented in its system. The different trends of the industry are
explained below –
Trend 1: Fast Fashion
Fast fashion can be described as a term that involves the quick movement of
clothing designs from the ramp to the stores so as to meet the new trends of the market.
fast fashion has become an important current trend in fashion retail today, this is
because customers are always looking to buy something new in the market and this
trend is beneficial because customers get a chance to purchase products that are of the
latest trend (Chu and et.al., 2021). Since the overall purchasing power of the customers
has increased, they have access to all the latest trends in the market. one of the

reasons fast fashion has become possible is improvements in the supply chain as well
as an increased number of innovations within the market.
Therefore, it can be said that fast fashion is at bloom and due to constant
introduction of products in the market, the number of customers visiting the fashion
outlets has increased. The respective company, Dior is constantly working towards
promoting fast fashion into the market by innovating its products. It can be said that the
main reason behind this trend is the constantly changing as well as evolving needs and
preferences of the customers. And thus, it has become important for companies to
address the same and innovate their products and services from time to time.
Trend 2: Sustainable Fashion
Sustainable fashion is another important trend that can be defined as a process
that involves fostering change to different fashion products in a way that no harm is
caused to the environment. the trend involves producing high quality products that are
eco-friendly and go on for a longer period of time. A lot of organizations are moving
towards implementing sustainability into their system in order to make sure that their
business is not only profitable, but also sustainable. The main focus of organizations in
the retail industry is to ensure that the overall product lifecycle is improved (Effendi-
Hasibuan and SULISTIYO, 2019). This involves acquiring raw materials to producing
finished products. Also, with changes in the trends in the market every now and then,
companies are now involving in sustainable fashion.
Sustainable fashion has become one of the latest trends in the retail industry
because customers are now increasingly becoming concerned about the environment
and the harm caused to it. Therefore, they prefer buying products that are sustainable
and made from environment-friendly products. Therefore, it is important for
organizations to adapt to the trend if they want to enhance their position in the market
and gain a competitive advantage. A lot of companies within the industry are adopting to
this trend in order to stay ahead of their competitors and attract a greater number of
customers.
Trend 3: More customer-centric