International Marketing for Textile Sector: Trends, Challenges, and Competitive Advantage of M&S

International Marketing

Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................4
Trends in the environment and market for the textile sector.......................................................4
Textile market structure...............................................................................................................5
PESTEL analysis.........................................................................................................................5
Challenges to improve.................................................................................................................6
SWOT Analysis of M&S.............................................................................................................8
Sustainable and competitive advantage.......................................................................................9
Actions for competitive advantages...........................................................................................10
Conclusion.....................................................................................................................................12

Introduction
Reaching out to the potential and attract new customer, businesses use the tool of
marketing. Now a day every business needs to expand and for that they are reaching out globally
by providing their goods and services overseas. Creating awareness about the business and their
product, business does international marketing. This creates bigger opportunities for expansion.
Over 21 million of people visiting Marks & Spencer (M&S) every week making it one of the
leading UK’S retailing business.
For the smooth working business has to work accordingly to the trends in the market to
create competitive edge in the market. M&S follows the market trends to full their customers
need. As M&S is a very successful working model of business and has many stores just not in
UK itself but also across the globe. It also face competition from various other brands but
somehow manages to keep competitive edge in the global market.
M&S deal in various products such as clothes, home and food but the major market share
is of clothing as its main stream of business. Being profitable business not just in it’s origin
country but also in the other countries making its brand loyalty and worth internationally.

Main body
Trends in the environment and market for the textile sector
As every country tends to choose their own unique way. In the dynamic environment
where every customer is a unique buyer in their own way as the wants and need differ from each
customer. (Shrestha., 2017) The recent trend in the textile market shows the growing need of
natural and hygienic fabric. There have been seen many developing country are giving a tough
competition in the leading textile industry in near future as their investment increases.
Research shows increasing demand in natural fibre. (Yueh-Chiang,. and Yao-Hung.,
2016)As natural fibre are relatively lighter and have more strength comparative to other fibre.
Fibre such as cotton, linen, silk, wool and jute are obtain from plants and animals.
As for the sustainable growth in the competitive market M&S are also including natural
fibres in their collection which helps them to attract the customer and fulfil needs of the
consumer. Providing great quality and best value making brand more popular not in just UK but
also in other 62 countries.
Garment with durability, high colour, and good image quality such characteristics of
digital printed clothes are gaining more and more popularity. Raised demand in customized
clothing. Luxurious home textile product creating demand in the economies by keep all these in
account, M&S giving option of customizing and providing vide variety of home product.
As technology evolved in our day to day life, which is making it essential part of living.
Emerging fashion industries start using smart fabrics into clothing. By the use of technology
colour, size and shape can be altered. For such demands in the market M&S doing its regular
research and innovation to bring such more and more product in the market.
As people are getting aware of environment more customer are shifting toward the
product which are more sustainable and easy to recycle. Keeping such demand and wants of the
customer and for a sustainable working in the market M&S keep including sustainable product in
their store to fulfil demands.
Increasing trend in organic fabric that are easy to clean and maintain. Soon people will be
seen wearing outfit which is made up of organic fabric. However, people are* getting aware of