Impact of Covid-19 on Fashion Industry

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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