Challenges Faced by Multinational Firms in Fashion Industry

Research Proposal

Table of Contents
Topic: Identify the challenges faced by multinational firms due to current trends in fashion
industry. A case study on Burberry Group Plc................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research...................................................................................................................1
Rationale of research...................................................................................................................1
Research aim and objectives........................................................................................................1
Research Questions......................................................................................................................2
Framework of research................................................................................................................2
CHAPTER 2 – LITERATURE REVIEW.......................................................................................3
Introduction..................................................................................................................................3
Impact of latest fashion trends on multinational organisations...................................................3
Challenges of latest fashion trends on multinational organisations.............................................4
Ways to overcome from challenges of changing fashion trends.................................................4
Conclusion...................................................................................................................................5
CHAPTER 3 – RESEARCH METHODOLOGY...........................................................................6
Introduction..................................................................................................................................6
Research methods and approaches..............................................................................................6
Data collection techniques...........................................................................................................6
Sampling......................................................................................................................................7
Ethics, reliability and validity......................................................................................................7
Time Frame..................................................................................................................................7
REFERENCES..............................................................................................................................10

Topic: Identify the challenges faced by multinational firms due to current
trends in fashion industry. A case study on Burberry Group Plc
CHAPTER 1: INTRODUCTION
Overview of research
Fresh and new trends today, gives every person an excitement to get fashionable attire that
perfectly match with their lifestyle (Mejías and et. al., 2019). This put pressure on each and every
organisation that deal in fashion industry to keep updated their products with latest trends. It
would help in not only retaining the targeted customers within business, but also aid in
generating high revenue as well. But it creates a number of challenges also for both national and
multinational companies, such as meeting customer satisfaction, growing distribution, marketing
to millennials and more (Gioia, Corley and Hamilton, 2013). To analyse such challenges and
strategies to overcome from the same, a research is going to conduct in present project. Burberry
Group Plc is chosen for this case study, which is headquartered in London and operated its
business in fashion industry. Changing trends and taste of customers, highly affects its business,
as well as has shaped its organisation for maintenance of sustainability. To make investigations
on this topic, appropriate aims and objectives are framed, which helps in obtaining research
outcomes, by using various methodologies.
Rationale of research
The main aim behind conducting a research on present topic i.e. Challenges of latest trends
on multinational firms, is to enhance knowledge regarding with how today’s organisations cope
up and updated its business with changes in external environment (Flick, 2015). It would help
project makers in enhancing their knowledge and academic skills.
Research aim and objectives
Research Aim:
“To determine the challenges faced by multinational organisations due to current
trends in fashion industry.” A case study on Burberry Group Plc
Research Objectives:
 To identify the impact of latest trends on multinational organisations in fashion industry
 To determine the challenges that faced by Burberry Group Plc due to change in trends
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