Macro View of Customer Behaviour in UK High Street Retailers

THE ABOVE QUOTES
HIGHLIGHT THE
DRAMATIC CHANGES IN
THE UK RETAIL
INDUSTRY OVER PAST
FEW YEARS

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
Marketing communication...........................................................................................................3
Impact of Technology in retailing...............................................................................................4
Cultural and social changes.........................................................................................................5
Changing patterns of buying behaviour in fashion industry.......................................................7
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9
1

INTRODUCTION
Business environment is the collection of internal and external factors that affect the functioning
of the company. It can be demands of the customers, suppliers, competition, political factors,
technological factors etc. It is very important that the company should analyze these factors and
make strategies accordingly. It is also necessary to identify the needs and requirements of the
customers and plan accordinglyeir needs and wants(Voramontri, and Klieb, 2019). It helps the
market. Consumer behaviour is the study of how individuals, customers and groups of
organizations select , buy and sell products and services in order to satisfy the rs to understand
the factors that influence the customers buying decisions. The presentation covers the macro
view of the customer behaviour that can influence the UK high street retailers to survive in the
coming years. The study also highlights other elements such as cultural and social change, digital
influence, marketing communication and also the impact of technology on the retail sector.
MAIN BODY
The chosen retail industry is the fashion industry and it is also observed that the UK's fashion
industry plays a very important role in the development of the economy. With the increase in
population and with the increase in the awareness have resulted in increase in the demand of the
clothing in the UK. With the increase in the retail sector, they offer a wide variety of fashion
items that range from high and branded fashion wears, casual wear and also expensive fashion
items. The company that is operating in fashion retail faces various challenges that is to regularly
evaluate the current situation in the market and also the changing customer requirements which
help the company to plan their strategies accordingly If the fashion industry is compared in the
19th century, it was was well developed as there was less use of technology and most of the
items was handmade (Nash, 2019). Various retail outlets such as boutiques and various stores
provide a great opportunity to the customers to purchase the products. It is the liberty of the
customers to choose the products according to their preferences and styles. In this competitive
industry it is important for the companies to maintain high standards in fashion which helps to
survive in the market. Over the years with the changes in the fashion retail industry, it has been
observed that the demand for ethical and environmentally friendly clothing has increased in the
UK.
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One of the biggest fashion events in London named ‘Pure London’ has been organized which
displays a wide range of products from high to low range. It is also observed that with the
increase in the fashion industry in the UK resulted into increase number of employment
opportunities which contributes in the economic growth of the country as well. According to
recent research it has been analyzed that the UK’s fashion industry has provided 797,000 jobs as
an increase in the demand for the products results in demand for the skilled and creative
people for new and unique styles and fulfil the demands of the customers.
Marketing communication
Marketing communication refers to the techniques and methods that are applied by
the companies in order to convey and promote to the customers about the products and
services they offer in order to attract the customers to purchase the products or it can be said
that the medium adopted by the company in order to communicate the information about the
products and services to their customers is known as marketing communication(Ryding,and et.al
2018).The companies dealing in fashion retail sector adopts various strategies in order to
attract large number of customers which helps to create the image of the brand in their mind
which helps to take purchase decisions. In the fashion retail industry, the company uses
various marketing communication methods and tools such as advertising, sales promotions,
events, direct marketing, digital marketing and personal selling. Companies dealing in the
fashion retail industry use various methods of communication mix in order to convey
information to the customer.
Advertising is the indirect paid method which is used by the firm in order to promote
their products. The pages of the newsletters and magazines are the sources for advertising
information related to the company’s product generally this method is used to build
awareness of the brands existence. It aims to show a given product in comparison to the
products offered by the competitors. On the other hand, sales promotion is also used by the
companies to persuade the customers to purchase their products (Chambers, 2021.). This type of
technique not only helps in retaining the customers but also attracting new customers and
provide additional benefits such as discounts, coupons etc. It has been observed that with the
increase in technological factors the companies have started adopting different marketing
strategies which was not seen in the past in the fashion retail industry. As it has been
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