Stakeholder Analysis in the Fashion Industry

This assignment focuses on analyzing stakeholder relationships within the UK fashion industry. It requires students to identify key stakeholders, understand their interests and power levels using frameworks like Mendelow's matrix and the Power-Interest Grid, and discuss the importance of relationship marketing in building trust and loyalty with stakeholders. The London Fashion Week is used as a case study, highlighting the significance of stakeholder engagement in the fashion industry.

STAKEHOLDER AND
ACCOUNT MANAGEMENT
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Table of Contents
TASK 1............................................................................................................................................3
Introduction of the British Fashion Council and brief history of London Fashion Week..........3
TASK 2 STAKEHOLDER ANALYSIS........................................................................................3
Stakeholders concept and analysis..............................................................................................3
Ten different stakeholders of British Fashion Council in relation to London fashion Week.....4
Roles and needs/ interest of identified stakeholder and their importance...................................5
Power /interest matrix of stakeholders level of influence and interest.......................................6
TASK 3 RELATIONSHIP MARKETING.....................................................................................8
Importance of relationship marketing in event management......................................................8
Needs of stakeholders that are fulfilled by British Fashion Council and approach to
relationship marketing.................................................................................................................8
Purpose of ladder loyalty model.................................................................................................9
Using communication plan template relationship are outlined.................................................11
Outlined messages and chosen medium....................................................................................12
Loyalty maintained by British Fashion Council account towards London Fashion Week
designers....................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
They are considered effectively by maintaining the satisfaction which execute long term
of the British Fashion Week. The theory of stakeholders encourages by providing sufficient
capital and perform the social responsibilities and providing shoulder by being concern about it.
They are independent to express towards responsibilities.
TASK 1
Introduction of the British Fashion Council and brief history of London Fashion Week.
 British fashion council: British Fashion Council (BFC) is non profit organisation,
formed in 1983, which concentrate on the fashion industry of British and it carrier
forward the businesses in designing and sharing of knowledge by exploring it by making
the efficient use of resources. Including the mayor of London and European regional
development fund and commercial sponsors provides find to BFC. It builds the pillar of
five strategies, those are reputation, education, digital, investment and business, where it
is carried forward efficiently by pillar's president (Lintangah, 2014).
 Purpose of London Fashion Week and event history: To support the British Fashion
Council, purpose of London Fashion Week is organised by executing creativity,
innovation and business successfully. London Fashion Week consistently focus to
explore the creative talent for modern designer. To achieve this effectively, designers of
British, focus on the ways to increase the profit at global stage, by making the innovation
digitally. The need also arise to confront the innovation in designings. In the Fashion
Week it celebrates the newly designed collections which are presented and to meet the
fast paced vigour in retail sector.
 Purpose of overall report: Besides this, overall information discussed in report,
comprises about the effective introduction to British Fashion Week and purpose raised to
support, which is provided by London Fashion Week have been discussed.
TASK 2 STAKEHOLDER ANALYSIS
Stakeholders concept and analysis.
Stake holders meaning and comparison of definitions: A person takes initiative in the
part of execution of organisation work by being as consumer, managers, directors of British
Fashion Week, shareholders, sponsors are the primary stakeholder (Christopher, Payne and

Ballantyne, 2013). They are internal and external stakeholders. The ethics of business and
management are concentrated by the stakeholders. The comparison of internal and external
stakeholders can be elaborated by knowing about affairs of business that are performed by both
the stakeholders differently. The internal stakeholders manage the coordination, control and
execution. Whereas, the external stakeholders focus on consumers, laws and regulations,
distributions and investors, creditors etc., in order to avoid hindrances and barriers. Without
stakeholders the organisation lead to exist.
Analysis of stakeholders and theory of stake holders and being used: The
management of organisation and the ethics of businesses by carrying the moral values and
managing the affairs of organisation can be termed as stakeholder analysis. The theory of
stakeholder is the important element of the CSR part which enables the manageable of affairs to
recognise about the responsibilities. These responsibilities can be economic, legal, ethical, or
even philanthropic (Gummesson, 2011).
Tool and process of stakeholders: To achieve the key benefits the involved process in
stakeholder analysis are it enables to get the project into correct position by which it can be
performed and executed efficiently. Support from the stakeholders helps to win the resources, by
understanding the need and benefits which are essential. Also, to know about the priorities which
improve the actions by indicating about moving ahead.
Ten different stakeholders of British Fashion Council in relation to London fashion Week.
 Visitors or guests: The prominent stakeholders are the Visitors as they get involved by
making the London Fashion Week famous by discussing and watching. Without visitors
the show cannot be made successful and the feedbacks and thoughts are termed as
precious to explore it on more.
 Employees: The designer wear that are carried by employees during the ramp walk are
important stakeholders of British Fashion Council.
 Designers: The made outfits to explore by meeting the terms of Fashion are another
important stakeholders to considered (Council, 2010).
 Partners: The important roles are acted by partners as they come forward in group to
execute upon certain things.

 Media and communication: To make the information available to public by exploring
the details of event are also stakeholders of British Fashion Council.
 Advertisers: With the help of advertising about the fashion show advertisers perform
their function of stakeholder by exploring the name efficiently by influencing the
audiences.
 Event management team: The managers of event play as prominent role by executing
the fashion week event effectively and efficiently by meeting all the nuances and
technologies like, proper lightings, sound, music, mikes, stage etc.,
 Sponsors: One of the reason for conducting the fashion show are termed as Sponsors.
They take initiatives by moving ahead by meeting the financial terms as per needs to
bring popularity (Introduction to British Fashion Week, 2018 ).
 Government: Another important stakeholder is government as they provide permission
for carrying the affairs of British Fashion Council. Without the permission it is not
possible to conduct the event. Also, the Government play role by concentrating on the
age limit of the audiences by prohibiting below certain age group.
 Beloved: The work carried by beloved, which is an advertising agency that performs by
striking, visual marketing and communication that are rendered to leading brands.
Roles and needs/ interest of identified stakeholder and their importance.
Interest
of
stakeholders
Keep satisfied
 Advertisers
 staff
 Media and
communication
Manage closely
 Event management
team
 Shareholder
 sponsors
 partners
Monitor
 Government
 Media and
communication
 Security guards
Keep informed
 Employees
 Designers

Influence of stakeholders
 Highly power, highly interested people (manage closely): The role is performed by
event management team, shareholder and partners who have high power ad also they are
highly interested people (Purpose of London Fashion Week and event history,
2018). The closely manage the affairs of the organisation to make it effective and
successful. Also, they have high power which are utilised by them to meet the results.
 Highly power, Less interested people (Keep satisfied): Government, Advertisers,
media and communication are the persons involved with high power as they can promote
as well as discard the show by negative comments. They posses high power but minimum
interest.
 Low power, highly interested people (Keep informed): Employees and designers are
the people who pursue low power but highly interested for the affairs of performance.
These people and individuals focus on profits which they expect in return.
 Low power, less interested people (Monitor): security guard, media and
communication are performs the role by monitoring the task. To manage the Event
without any hindrances to get execute effectively.
Power /interest matrix of stakeholders level of influence and interest
High
POWER
Low
Sponsors
Event management team
Government
Designers
employees
Partners
Professional expert.
Visitors
guests
Low LEVEL OF INTEREST High
Stakeholders needs and interest as per power/ interest matrix:

 Keep satisfied (high power and low interest): Sponsors, event management team and
government who needs to keep satisfied that are gradually performed by British Fashion
Council and these stakeholders carry high power but low interest (.Stakeholder theory,
2018)
 Key players (high power and high interest): Designers and employees are the key
players of British Fashion Council as they low power but high interest. The same is
performed by designers and employees who carries low power but high interest in
successful execution.
 Minimal effort (low effort and low power): Minimal efforts are made by partners as
they focus on the results majorly though they possess low effort and low power.
 Keep informed (high interest low power): Professional experts, visitors and guests are
the peoples who should be mutually informed by carrying high interest and low power.
Interest of stakeholders in matrix position in relation to London Fashion Week: The interest
of the stakeholders in London Fashion Week have been detailed.
The keep satisfied matrix are the sponsors, event managers and government as they posses high
power in London Fashion Week that are launched by British Fashion Council but they are very
rare and low interest that are executed by them (Why Use Stakeholder Analysis, 2018). Secondly
key players are designers and employees who posses very low power but they are highly
interested in the execution of performances. Partners perform minimal efforts as they have low
power and low interest by which they focused mainly on the output. Beside this, visitors, guests
and professional experts posses high interest but low powers in London Fashion Week. In the
matrix the position is allotted as per they performances and effectiveness and initiatives they are
taken in the London fashion Week.
Type of influences of stakeholder in relation to London Fashion Week. The influences are
either high or low that are performed by the stakeholders of London Fashion Week. Designers
and employees are more concern about the performances as that can create hindrances in fore
coming events in life. Whereas sponsors, partners and government carries high power but they
are low interested as they concern about the profit and higher results. By which the influences
have been detailed in the above report.

TASK 3 RELATIONSHIP MARKETING
Importance of relationship marketing in event management.
Relationship marketing: To attract attention of potential consumers by convincing them and
facilitating the accompanying sale which lead towards expenses at large and those are
considered. Relationship marketing helps British Fashion Council
to maintain long term relation with the loyalty customers by providing them exemplary products
and services (Fashion industry Environment, 2013).
Importance in event management: The important arise to maintain the effective relationship
with the customer by focusing one to one that helps to drive towards possibility in profit and
productivity.
 Feedback: British Fashion Council provides an opportunity to consumers by
understanding their concerns and valuable feedback by which the culture of the
organisation can be well known and the required modification and implementing are
made as per the suggestions and information.
 Promotion: B y sharing all the experiences and knowledge that are shared with the
individuals by promoters.
 Offers:The benefit of complementary offers can be availed by consumers.
 Inner circle: The importance arise to invite consumers in inner circle which builds long
term relationship.
Needs of stakeholders that are fulfilled by British Fashion Council and approach to relationship
marketing.
The need of the stakeholder that are fulfilled by British Fashion Council that are discussed
below.
 Funding aims: The reputation is build by supporting the talents in terms of financial
needs by focusing on the London Fashion Week by being transparent while performing.
Designers to innovate the designs for models by which that can be explored in terms
(Prioritising stakeholder, 2018). Also, the transparent mechanism for the allocation of
resources are fulfilled by taking initiatives.
 Model health and well being: British Fashion Council also focus on the health and well
being of the models as they are the important stakeholders who explore the innovation by

attracting the visitors or guests. Relevant and adequate steps are considered for the health
benefits of the models by taking care of their foods and beverages that are provided in the
London Fashion Week before and after performances. The drinking water and the snacks
that are provided with good quality to reduce the possibilities of falling sick.
 Reporting requirements: The stakeholders who majorly taken initiatives in the
execution of British Fashion Council that supports London Fashion week performed by
transparent action in each and every department are reported to avoid hindrances and
barriers. Event management team monitored and recorded the projects effectively and
efficiently to reduce the risk and execute by exploring. This can be possible only if all
report eventually about their performing activities (Relationship marketing, 2012).
Examples of meeting needs of stakeholders: British Fashion Council meet the needs of
stakeholders in that have been described.
 Designers: The sufficient funds are provided to the designers of London Fashion Week
to explore the innovation without any kind of creating barriers.
 Event managers: The fund are provided to the managers of event so that need of
appropriate resources can be made available which boost the performances of Models.
Approach to relationship marketing: Huge expenses are made by British Fashion Council to
get attention of potential customer which promotes loyalty and trust among them by increasing
the reputation leads to increment in profit and productivity.
Purpose of ladder loyalty model
Concept of loyalty: The blossom the relationship the need of loyalty arise that are maintained in
British Fashion Council and London Fashion Week. The pillars of trust are build among the
customers and management which enables them to serve better. There is absence of betrayal lads
the members to communicate effectively and make strong bond relationship (Importance of
relationship marketing, 2016).
Ladder of loyalty: There are five steps that are involved in the ladder of loyalty to describe
about the loyalty of consumers have been detailed in following.
 Suspect: For the purpose of London Fashion Week promotion someone, who come
across to execute are called as suspect.

 Prospect: From the point they become interested they can be called as prospect, as they
perform as helping hands for the British Fashion Council.
 Customers: The viewer and guests they are present to watch the fashion show are called
as customers. There are possibilities of repetition visiting the customers.
 Clients: The shareholders of British Fashion Council are the clients who prefer ongoing
purchases as they believe of success, by being likings of particular from the same
company.
 Advocates: Designers are valuable assets of British Fashion Council who promotes on
behalf of them and performs by loyalty rewards, discounts, freebies invites to
promotional events (London fashion showcasing fund, 2018).
Execution of framework and uses: It works by executing the actual program, and programming
interface or offer tools for using framework.
Comment and Current relationship between British Fashion Council and London Fashion Week
using Ladder of loyalty.
Comment and current relationship between British Fashion Council and London Fashion Week
designers.
 Relationship: Focusing on positive fashion innovation relationship is existed between
British Fashion Council and London Fashion Week. London Fashion week is launched
by British fashion council. The nature of relationship is professional and positive by
concentrating on the profit and innovations by promoting new talents and Models. By
meeting all the requirement and necessities that are made available by British fashion
Council which builds effective relationship in order of performing and gaining reputation.
 Ladder representing relationship: The suspect can be termed as the persons who come
across to watch only activities in terms of efficiency and other aspects. And the one who
take initiative sand interest are the prospects. Event management team can be termed as
prospects. The guests who visit to watch the catwalks are the customers and shareholders
are the clients who knows about eh potential of gaining profit (ladder of loyalty, 2018).
Advocates are the designers or promoters' behalf of British fashion council.
Role of designers in British Fashion Council: The advocates are the designers who indirectly
takes initiative sin form of designing fashions and trends for British Fashion Council. The

expectations of these advocates or designers results in reward in loyalty, discounts, freebies
invites etc., the need of fund for the purpose of designing is made available by British Fashion
Council. Indirectly the designers or advocates promotes by enhancing in terms of creativity,
designs, trends etc., that result in increment in profit and productivity by which the investors also
get encouraged for further investments.
Using communication plan template relationship are outlined.
Communication plan template
What When To whom How
Key messages
 Creativity,
 sexuality,
 pride
Every Monday Designer Seminar
Channels of
communication
 verbal
 non verbal
 written
Every Friday Designers and Models Mail
Importance of communication: To meet the results effectively the sufficient and
efficient communication are made between British fashion council and London fashion week.
The effective communication leads to result in execution of designers productivity (Work of
framework. 2013).
Communication plan: The description about the accomplishment of information it sends
out. It is a tool to list the objectives and producing communication and intended recipients. Here
the plan of communication also describe about the objectives of the message that required to
accomplish of information. The plan of communication focus on the delivering the information
and report that have to be communicated. This means of communication makes the designer to
perform effectively by meeting the needs of British Fashion Council.
Overall objective and key messages to designers: The key messages by providing
objective that are given to the designers which are creativity, sexuality and pride.

Medium or channel used for communication: With the use of open channel of
communication British Fashion Council communicates with London Fashion Week designers.
There are permed in three ways which are they show mutual concern, secondly they respond to
inaccurate interpretation and also showing the value to relationship.
Outlined messages and chosen medium.
 Chosen key message: The message that are chosen for the designers of London Fashion
Week is creativity (pen communciation ways, 2016). As the guests and British Fashion
Week who launched London Fashion Week focus on the nuances that are produces by
designers. The visitors after knowing about the designs creates curiosity to opt the
designs for self, which enhance the trends and changes and modifications are
implemented by making changes in the preferences of the consumers. To bring out the
effectiveness the creativity is chosen by designers.
 Chosen communication medium: Open channels of communication that are opted by
British Fashion Council in order to provide information and get the knowledge upon
certain things of execution. With the help of open channel communication the reduction
are made in misunderstandings by which transfer of messages made effectively and
hindrances are avoided by meeting these terms.
Benefits and limitations of medium: There are certain benefits and limitations of this channel
of communication and key messages that are detailed in this report.
 Benefits: The benefits of key messages, encourages the visitors to make modifications in
their life styles by which advancement in looks can be made. Also, the changes in the
lifestyle are opted which increase the reputation. The chosen medium of communication
brings perfection in execution.
 Limitations: The key messages may also get fail in case if the designers doesn't meet the
expectations of visitors. The channels of communication can bring hindrances if it not
well implemented that could create misunderstandings. Any kind of misunderstanding
and interpretation may allow the performances of Models to suffer in the end, by which
whole team gets failed in execution (5 Key Tips to Building Stakeholder Trust and
Loyalty, 2017).
Value added by chosen message and medium: The chosen message and medium of
communication adds value in the performances of Models which, not only boost profit but also

reputation is build which created itself as brand. Where there is creation of reputed brand exist,
people start following it blindly which brings enhancement in their lifestyles.
Loyalty maintained by British Fashion Council account towards London Fashion Week
designers.
Account manager and their role: A person who focus on the day to day activities of business
by maintaining books of record related with the expenses that are evaluated and that are managed
by accountants. The account manager are the primary contact between the consumer and
company.
 Client communication: Face to the British Fashion Council is provided by account
manager, which delivers effectively positive customer service experience.
 Maintaining quotas: In order to avoid maximisation of sales the British Fashion Council
the account manager helps the team to maintain the quotas by meeting all the
requirements (.Mendelow's matrix, 2012). In case manager fails constantly and
consistently they may lead to termination.
 Regular reporting: Report and documents which includes annual forecast, account
status and report of annual those are the majorly considered by managers of account. The
accounts' manager of British Fashion Council perform effectively by being loyal in
maintaining accounts.
Maintaining loyalty with stakeholders: To maintain trust and loyalty with stakeholders the
followings are considered that are described in this report.
 Getting to know you: One of the best thing to create loyalty is to know the customers
and learn their work habits. Adapting as per the needs of the consumers is the best way to
maximise efforts and time.
 Create timeliness: The deadlines should not be avoided to gain the loyalty band trust of
stakeholders this creates and positive impressions related to performances by which the
stakeholders believes more.
 Stay organised: London fashion Week remained organised to meet the deadlines
effectively which boost trust and loyalty towards British Fashion Council. On the another
side, British Fashion week mutually perform loyalty band trust in terms of fulfilling
financial needs.

 Effective communication: To involve the team effectively communication is the
important factor that are considered prominently. The body language, postures, etc., are
considered on that basis trust and loyalty are build.
To maintain loyalty actions that are opted by account manager and the required skills.
 Academic suitability: They prefer to have degree of bachelor's the advantage can be
gained by opting masters degree in meeting the fields of marketing, business
administration, management and economics. This knowledge can bring the potential to
maintain loyalty ad trust can be boost effectively.
 Valuable work experience: To avoid mistakes and hindrances the account manager
should posses valuable work experience (Power interest matrix, 2018).
 Solidifying partnership: Manager should deeply understand the assets and methodology
of sales and marketing.
 Personality must-haves: Account manager should be excellence in maintaining the
accounts which boost loyalty.
CONCLUSION
Maintaining effective relationship with the consumers the need of relationship marketing arise.
One of the difficult task is to attract the new customers, by effectively explaining about the
conduct of the business. The knowledge regarding the performances can be made with the help
of relationship marketing. The loyalty is maintained by enjoying and facing rough and tough
times and resulting in good.

REFERENCES
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British Fashion Council.
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