Impact of International Brands on Social Attitude in Fashion Industry

This presentation examines the impact of international brands on social attitude in the fashion industry, with a focus on Marks and Spencer. It analyzes data collected through a questionnaire and discusses the challenges and opportunities of globalization in the fashion industry.

RESEARCH PROJECT

TOPIC
“To determine how international brands impact on
social attitude in fashion industry. A study on Marks
and Spencer”

INTRODUCTION
 Globalization is the process of interaction and integration among people, companies
and government worldwide. Marks and Spencer use various strategies to overcome
challenges related to globalization. This presentation will examine the data collected in
the research to examine the impact of international brand on social attitude in fashion
industry. The Presentation will also analyze the data collected via questionnaire.

Data Collection
 In this present research, scholar has used to collect data from both
primary and secondary sources. Researcher has formulated
questionnaire which contain number of questions related to mentioned
topic where respondents provides their own views. On the other hand,
secondary research are conducted for literature review to address the
objectives.

Data Analysis
 In this present research, researcher has used qualitative data for
analysing the data in more suitable way. Thematic analysis has been
done in order to interpret the data in very useful manner. Researcher
has prepared charts, tables and graph to present the data.

Questionnaire
Questionnaire
Name:
Age:
Gender:
1) How long you are purchasing the products and services of Marks and Spencer?
 1 to 3 years
 3 to 6 years
 6 to 8 years
2) Do you think entry of fashion industries impact on social behaviour of people?
 Yes
 No
 Not Sure
3) Do you think customers are now become brand conscious?
 Yes
 No
 Not Sure
4) Is changing behaviour of customers affect sales performance of fashion industries in positive way?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
5) What are the main challenges M&S face due to entrance of international brands in same marketplace?
 Changing behaviour of customers
 Decreasing sales performance
 Remain competitive at marketplace
6) What are the opportunities people gain with emergence of global organisations?
 Get a range of fashionable products
 Purchase products on desirable rates
 Improving living standardisation
7) Which is the most essential factor that M&S needs to concern while developing strategies?
 Promote Brand
 Maintain competitive edge
 Foster customer relationship
8) Which are the main strategies that makes M&S to remain competitive at marketplace?
 Creating innovation in business as per latest trends
 Promoting business in international marketplace
 Dynamic Organisational Policies
9) Are you satisfied with fashionable products offered by M&S in international marketplace?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
10) Provide some recommendation to M&S to improve and enhance its sales performance, to remain
competitive at international marketplace.
…............

Theme 1: Majority of customers are using the products and
services of Marks and Spencer for 3 to 6 years
PARTICULARS RESPONDENTS
1 to 3 years 8
3 to 6 years 14
6 to 8 years 6

Theme 2: Entry of fashion industries impact
on social behaviour of people.
PARTICULARS RESPONDENTS
Yes 18
No 6
Not Sure 4

Theme 3:Maximum customers are now
become brand conscious.
PARTICULARS RESPONDENTS
Yes 15
No 9
Not Sure 6

Theme 4: Changing behaviour of customers
affect sales performance of fashion
industries in positive way.
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4

Theme 5: Changing behaviour of customers
is main challenges M&S face due to
entrance of International brands in same
marketplace.
PARTICULARS RESPONDENTS
Changing behaviour of customers 16
Decreasing sales performance 9
Remain competitive at marketplace 5

Theme 6: Improving living standardisation
is the most essential factor that M&S needs
to concern while developing strategies
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4

Theme 7: Maintain competitive edge is the
most essential factor that M&S needs to
concern while developing strategies.
PARTICULARS RESPONDENTS
Promote Brand 11
Maintain competitive edge 14
Foster customer relationship 5

Theme 8: Creating innovation in business
as per latest trends is the main strategies
that makes M&S to remain competitive at
marketplace.PARTICULARS RESPONDENTS
Creating innovation in business as
per latest trends
15
Promoting business in international
marketplace
8
Dynamic Organisational Policies 7

Theme 9: Maximum customers are satisfied
with fashionable products offered by M&S
in international marketplace
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 2
Highly Disagree 8
Disagree 5

RECOMMENDATION
 From the above analysis, it is identified and various recommend are provided by
researcher which are as follows-
1. M&S should focus on there loyal customers because they are key people of company.
They should give first priority to loyal customers and then to potential customers.
2. M&S should provide products and services for both high income group people and
average income group so that both type of income level group will be satisfied and
keep connected

CONCLUSION
 The above presentation comes to the conclusion that fashion industry is influenced by
globalisation in both positive and negative way. The impact of international brands on
social attitudes in fashion industry is determined in this research. With the increased
global interaction's comes the growth of international trade, ideas and culture. It is also
identified that organisations dealing in the fashion industry, globalisation has leads to
tremendous benefits along with various challenges. It is also very important to maintain
competitive edge which is most essential factor organisations in fashion industry needs
to concern while developing strategies.

THANK YOU