Impact of Covid-19 on Fashion Industry

This research proposal aims to determine the impact of Covid-19 on the fashion industry and how it is reshaping their business. It explores different strategies and ways that the industry can use to overcome the crisis. The research uses secondary data and methodologies such as positivism philosophy and deductive approach. The study focuses on the case of M&S and its challenges during the pandemic.

Research Proposal
(How will the Covid-19 crisis impact and reshape
the fashion industry)
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Abstract
Main purpose of this research is to determine the impact of Covid 19 on fashion industry in
reshaping of their business. Secondary data was collected through books, journals etc. sources
that helped in accomplishment of project aim and objectives. Different methodologies used by
researcher including positivism philosophy, deductive approach, questionnaire etc. All are
important for investigator in attaining of valid outcomes within minimum time.
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Contents
Abstract............................................................................................................................................2
Research Question.......................................................................................................................4
Background of the research.........................................................................................................4
Research aim................................................................................................................................4
Research Objectives.....................................................................................................................4
Rationale......................................................................................................................................4
Literature review..............................................................................................................................6
Theme 1: The impact of Covid 19 on fashion industry...............................................................6
Theme 2: Different ways that would be used by fashion industry for overcoming the impact of
Covid 19.......................................................................................................................................6
Theme 3: Different strategies that would be beneficial for fashion industry in reshaping of
their sustainable business successfully........................................................................................7
Methodology....................................................................................................................................8
Research Ethics..............................................................................................................................10
Timescale.......................................................................................................................................10
Resources.......................................................................................................................................10
REFERENCES..............................................................................................................................11
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Introduction
Research Question
Q1. How will the Covid-19 crisis impact and reshape the fashion industry.
Background of the research
Covid 19 is a pandemic situation that negatively impacts on all sectors r industry. In this,
fashion industry is a main sector that directly and negatively impacted through Covid 19.
Fashion industry is an international business devoted to the company of making as well as selling
clothes. Fashion industry is used to introduce to myriad sectors and services, which employ
millions of people globally (Akintayo, 2020). Along with this, Covid 19 has negative impact on
fashion industry by reducing the number of customers, decreasing sales, reducing market share
etc. These are considered major impact that have negative effect on performance and market
image of fashion industry. For this report, M&S is a chosen organisation that work under fashion
industry. Company is specialising in selling of food products, clothing and home product, which
are available of its own label. M&S is a well-known brand because of its quality. Due to Covid
19 crisis, company faced different issues such as high employee turnover, decreased customer
base etc. After this situation, fashion industry wants to reshaping their business that is important
for their growth and development in marketplace.
Research aim
Main aim of this research is “To identify the major impacts of Covid 19 Crisis in reshape
of fashion industry. A study on M&S
Research Objectives
 To determine the impact of Covid 19 on fashion industry.
 To determine the ways that would be used by fashion industry for overcoming the impact
of Covid 19.
 To explore the strategies that would be beneficial for fashion industry in reshaping of
their sustainable business successfully.
Rationale
Main rationale of choosing the current topic is to identifying the issues of Covid 19 on fashion
industry. This research is highly significant at personal and professional ground. At personal
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level, present study benefited researcher by enhancing their all types of research skills that are
data collection, time management etc. By using these skills, investigator become capable in
completion of full research systematically. Depending of professional level, current study helps
students by increasing their understanding on the subject of Covid 19 and reshaping sustainable
business in fashion industry (Alves, Ribeiro and Saravanan, 2020).
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Literature review
Literature review is a process of gathering secondary and critical information about the
specific area or subject. This section help investigator in fulfilling of research gap through
research question or objectives. In this investigation, main gap is the impacts of Covid 19 Crisis
in reshape of fashion industry. In previous investigations, there were data existing about the
impact of Covid 19 on fashion industry, but there were missing or lack information about the
impact of Covid 19 in reshaping of fashion industry. Therefore, for overcoming such gap, there
are some themes that will be made as below:
Theme 1: The impact of Covid 19 on fashion industry.
According to the BEDGOOD (2020), Covid 19 has negative impact on fashion industry. In
this situation, no one is able to go outside and purchase or sale products in marketplace. In
context of an organisation, because of Covid 19 high turnover of employees increased, reduced
customer base, decreased brand image, reduced market image etc. These are considered major
impact that have impact on fashion industry in negative manner. The fashion sector has taken a
tough success due to the coronavirus. From the substantial to the spiritual, supply chain toward
the ideological source of its presence- all aspect of the sector is being pressed out to dry due to
what’s being named ‘fashion’s Darwinian shakeout’. The COVID-19 is impacting all around 7.8
billion of us in similar as well as unique manner. Industry are reeling from
rising coronavirus related death rates, hunger and starvation, broken health systems, lockdowns
of varying severity, joblessness, a shadow virus of domestic violence, as well as this is just the
landfill of the iceberg. On the other hand, Covid 19 had negative impact on fashion industry.
Theme 2: Different ways that would be used by fashion industry for overcoming the impact of
Covid 19.
As per the view presented by Echegaray (2020), this is important for fashion industry to
overcome the impact of Covid 19. There are different ways that will be essential for fashion
industry in reduction of Covid 19 impact on them. These will be explained as below:
Retaining of talented and experienced employees: This is important way for fashion
industry to provide salary and benefits according to the employee’s performance because it will
help them in increasing motivation and satisfaction during Covid 19. As motivated and satisfied
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employees played important role in attracting of larger base of customers that result in improved
growth of company.
Development of safe working environment: This is another way that support fashion
industry in overcoming of coronavirus impact on them. In this, fashion industry makes sure the
workplace place is sanitised in proper manner. As it increases safety awareness among workers
that output in incensement of sales and growth.
Theme 3: Different strategies that would be beneficial for fashion industry in reshaping of their
sustainable business successfully.
According to the Evener (2020), there are different strategies that are essential for fashion
industry in reshaping of their business in successful manner. Some strategies will be explained as
below:
Plan proactively: After Covid 19, fashion industry must do research and identify the trends,
customer preferences etc. about the product. This will help them in fulfilling of customer’s needs
that result in maximum base of customers.
Increase the use of technology: This is also important for fashion industry to increase use
of technology because it will help customers in getting of products easily and without going at
shop. This will be essential in reshaping sustainable business effectively.
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Methodology
Methodology refers to the significant activity of completing research project in systematic
manner. Main purpose of methodology within an investigation is to help investigator by
providing valid information regarding specific field of study. There are some useful
methodologies in accordance to the existing topic, which will be explained as below:
Research Philosophy: This is the process of gathering and analysing data about the topic
and through positivism and interpretivisim philosophy. Both are considered main types of
research philosophies but for doing an investigation over the major impacts of Covid 19 Crisis in
reshape of fashion industry, positivism philosophy is useful as it benefited for researcher in
gathering as well as evaluating of quantitative data without using maximum time. Interpretivisim
philosophy is not significant in line with present topic because it requires data in form of
qualitative that output in maximum cost and also resources. Thus, positivism is essential
philosophy within a current research (Ferreira, Cerejeira and Portela, 2020).
Research Approach: This is a main part of methodology that facilitate investigator in
analysing of information about the field of study. There are two effective approaches that will be
essential for investigator in analysing of data regarding the topic. These are inductive and
deductive. According to the above mentioned title, deductive approach is valuable because it is
beneficial in evaluating of quantitative information easily and in minimum time. Main reason of
researcher about selecting deductive approach is to analyse quantitative data within less time and
less cost. Inductive approach is not significant in link to the research topic because, it
necessitates qualitative collected data that turn to impact in consuming maximum cost as well as
time.
Primary and secondary research: These are considered two types of data collection
methods that will be applied within a researcher with purpose of achieving all objectives
successfully. In order to collect primary information, questionnaire is a useful method and assist
investigator in getting of valid and quantitative data. For collecting secondary information, there
are numerous number of secondary sources including journals, books, magazines etc. sources.
These sources will be applied for literature review that result in accomplishment of each and
every objective in successful manner (Filimonau, 2020).
Research strategies: This section of the methodology has different strategies such as
experimental, survey, action research, case study and so on. These are effective strategies but
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according to the current study or topic, survey is a useful strategy because it saves both time and
cost of the investigator in enable them to collecting quantitative data.
Time Horizon: This refers to the process of collecting full research in allotted time period
through cross-sectional or Longitudinal approach. These are identified two approaches of time
horizon that are effective in research completion. Within an investigation, cross-sectional time
horizon approach is valuable for researcher for the reason that, it helps in finishing all activities
of the research in minimum time and in systematic manner. Therefore, cross-sectional approach
of time horizon is essential in present study.
Research Choice: This is the process that will be done through qualitative and quantitative
research choice. Both choice of the study is significant but consistent with current title,
quantitative research choice is useful as it aids in collecting of numerical and statistical
information within less cost, resources and also time. One of the main advantage of using
quantitative choice as it helps in selecting of larger sample base in minimum time. Qualitative
research choice is not essential because according to the topic, it consume maximum time and
also not assist in getting of reliable outcomes (Gabriel and et. al., 2020).
Research design: This part of methodology basically has three sections are called
descriptive, experimental and exploratory. These are important but for carrying out current
investigation over the impacts of Covid 19 Crisis in reshape of fashion industry, descriptive
design is valuable because helps in using, collecting and evaluating of quantitative information
and helps in identifying of research problem. Therefore, in accordance to the research,
descriptive design is essential and useful as compare to experimental and exploratory.
Sampling: This is the technique or process that facilitate in selecting of sample of the study.
Probability and non-probability are identified as a two types of sampling methods that are
essential in selection of respondents from the total population. In this study, probability sampling
is useful because it benefited researcher in selecting of larger sample base from total population.
20 organisations whose worked under fashion industry on random basis. Main aim about
selecting probability sampling is it support investigator by saving their time and cost as well as
providing the access of collecting data from larger sample base. Non-probability sampling is not
significant because it not assists in selecting of maximum number of sample and also require
maximum time.
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Research instruments: This is significant because includes different instruments, which
will be effective in collecting of information about the topic. There are numerous instruments
including interview, observation, questionnaire, modelling and focus group. These are essential
instruments but for collecting data regarding the major impacts of Covid 19 Crisis in reshape of
fashion industry, questionnaire instrument is valuable because saves time and assist in getting of
reliable as well as valid outcomes (Michailova, 2020).
Research Ethics
There are various principles of the research ethics, which are valuable for investigator in
completing all investigation in ethical way. These principles are avoid following deceptive
practices, protection of confidentiality and anonymity of research participants, reduce the risks of
harm to research respondents, obtained informed consent from research respondents etc. These
are considered main principles that must be following by researcher within a current researcher if
they require in completing of all tasks in ethical manner (Settersten Jr and et. al., 2020).
Timescale
Gantt chart is a suitable time management chart that will be applied within a current study
for completing every activity within allotted time. Gantt chart of present study will be shown as
below in graphical manner:
Resources
For completing this research around £ 1500 will be required by researcher for different
activities including using of secondary sources, selection of best topic, selecting of suitable
methodology, travelling cost etc. All these are main activities that will be needed in completion
of research systematically and successfully. Therefore, appropriate amount of capital will be
required by researcher (Vallee, 2020).
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REFERENCES
Books and Journals
Akintayo, W. L. (2020). Revitalizing the Nigerian Textile Industries for Mitigating the Effect of
COVID-19 and Achieving Sustainable Economic Development. KIU Journal of
Humanities, 5(3), 57-66.
Alves, S. R., Ribeiro, H., & Saravanan, R. (2020). THE DIGITAL TRANSFORMATION OF
TRADITIONAL FASHION RETAIL FOR SUSTAINABLE GROWTH. Economic and
Social Development: Book of Proceedings, 236-245.
BEDGOOD, C. (2020). The post-COVID-19 healthcare enterprise paradigm. Industrial
Management, 62(5).
Echegaray, F. (2020). Anticipating the post-COVID-19 world: Implications for sustainable
lifestyles. Available at SSRN 3637035.
Evener, V. (2020). Spirit and truth: Reckoning with the crises of Covid‐19 for the
Church. Dialog, 59(3), 233-241.
Ferreira, P., Cerejeira, J., & Portela, M. (2020). IZA COVID-19 Crisis response monitoring:
Portugal (November 2020). IZA–Institute of Labor Economics.
Filimonau, V. (2020). The prospects of waste management in the hospitality sector post COVID-
19. Resources, Conservation and Recycling, 105272.
Gabriel, M. G., Brown, A., León, M., & Outley, C. (2020). Power and Social Control of Youth
during the COVID-19 Pandemic. Leisure Sciences, 1-7.
Michailova, S. (2020). 21 Is Irresponsible Business Immune to COVID-19? The Case of Modern
Slavery. Covid-19 and International Business: Change of Era.
Settersten Jr, R. A. & et. al. (2020). Understanding the effects of Covid-19 through a life course
lens.
Vallee, M. (2020). Doing nothing does something: Embodiment and data in the COVID-19
pandemic. Big Data & Society, 7(1), 2053951720933930.
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