Innovation in Fashion Industry - Strategic Business Project-1 ABSTRACT

“To evaluate and determine role of innovation to combat the state of intense competition in the UK's fashion retail industry – A case study on Debenhams PLC.” CHAPTER 1- INTRODUCTION 1 Background of the study Innovation can be described as an important key that leads to the creation of competitive advantage for business that helps to compete in the market effectively.

Strategic business project-1

ABSTRACT
Innovation can be described as an important key that leads to the creation of competitive
advantage for business that helps to compete in the market effectively. Competition in fashion
industry is rising day by day thus firm requires to pay attention towards creation of innovation at
workplace especially regarding external knowledge, skills and experiences which can easily
foster innovation and can lead to creation of competitive advantages. The present study is based
on Debenhams Plc, multinational retailer, which provides customers with fashionable shoes,
clothes and other accessories. It can be said that the main reason behind conducting this research
is that the competition is rising in fashion industry as the trends are changing continuously and
effectively.
In this context, innovation is required for company to improve and develop existing
products and services or to create new ones to attract customers in the market in order to
compete others. The primary aim of this research is to measure role of innovation to provide
strength to business in the state of intense competition in the market and it is based on qualitative
research. Businesses are facing significant challenges in gaining competitive advantage in
fashion industry over its competitors. Innovation is an art of competing with others in the market
which is difficult for many firms. It is often perceived as a threat of existing work and change
which creates uncertainty.

TABLE OF CONTENTS
TOPIC:.............................................................................................................................................1
CHAPTER 1- INTRODUCTION....................................................................................................1
Background of the study.........................................................................................................1
Rational of the research..........................................................................................................1
Research aim and objectives..................................................................................................2
Research questions.................................................................................................................2
Research problems..................................................................................................................2
Research methodology...........................................................................................................3
Chapter Structure....................................................................................................................4
Conclusion..............................................................................................................................4
CHAPTER 2- LITERATURE REVIEW.........................................................................................5
Introduction............................................................................................................................5
Role of innovation in attaining competitive advantage in fashion retail industry..................5
Determining the strategies and plans for innovation..............................................................7
Innovation strategies that can be applied by fashion retailer...............................................10
Challenges faced by organisation in managing innovation and commercialisation.............11
Conceptual Model................................................................................................................12
CHAPTER 3- RESEARCH METHODOLOGY...........................................................................14
Introduction..........................................................................................................................14
Research philosophy.............................................................................................................14
Research design....................................................................................................................15
Research approach................................................................................................................16
Research Method..................................................................................................................17
Data Collection.....................................................................................................................17
Data Analysis........................................................................................................................18
Sampling...............................................................................................................................18
CHAPTER 4- RESULTS AND DISCUSSIONS..........................................................................19
Introduction..........................................................................................................................19
Secondary Analysis.............................................................................................................19

SWOT ANALYSIS OF Debenhams plc..............................................................................27
PORTERS FIVE FORCES OF Debenhams plc...................................................................28
Integrated assessment of analysis.........................................................................................29
CHAPTER 5- CONCLUSION AND RECOMMENDATIONS...................................................30
Conclusion............................................................................................................................30
Recommendations................................................................................................................30
Need for future study............................................................................................................31
REFERENCES..............................................................................................................................33

TOPIC:
“To evaluate and determine role of innovation to combat the state of intense competition
in the UK's fashion retail industry – A case study on Debenhams PLC.”
CHAPTER 1- INTRODUCTION
Background of the study
Innovation can be described as an important key that leads to the creation of competitive
advantage for business that helps to compete in the market effectively. Competition in fashion
industry is rising day by day thus firm requires to pay attention towards creation of innovation at
workplace especially regarding external knowledge, skills and experiences which can easily
foster innovation and can lead to creation of competitive advantages (The UK fashion and
apparel sector, 2019). There are so many firms operating in fashion industry within and outside
the UK which have created intense competition for firms like Morrisons, Walmart, Boots, Tesco,
Sainsburys and ALDI etc. Innovation is a changing process which helps the business in creating
more effective and efficient products and services for customers along with implementation of
new ideas. The process helps to create dynamic products and also improve existing services that
helps the business in attaining competitive advantage. It is analysed that innovation is necessary
within business in order to create something new in terms of product or service which can attract
customers in the market.
Debenhams plc is a British multinational retail fashion firm operating under a department
store format in the UK and Ireland with franchise store in other nations as well. The firm was
founded in 18th century and had a single store in London. The business has now grown to 240
locations across the United Kingdom, Denmark, Ireland and 27 other countries. There are total
27,893 workers in the firm with a net income of 85.9 million as per 2016 (Debenhams plc,
2019). The boss of business, Sergio Bucher says that we have to make shopping fun again. The
company provides its consumers around the world a differentiated, unique and exclusive mix of
own brands, concessions and international brands.
Rational of the research
It can be said that the main reason behind conducting this research is that the competition
is rising in fashion industry as the trends are changing continuously and effectively. In this
context, innovation is required for company to improve and develop existing products and
services or to create new ones to attract customers in the market in order to compete others.
1

Innovation is required to enhance effectiveness of operations and production (Pedersen, Gwozdz
and Hvass, 2018). There are so many firms delivering similar products and services in the market
that competition is tough for Debenhams plc. The study is conducted for academic purpose and
to boost knowledge over different concepts of innovation at workplace, to combat the state of
intense competition within fashion industry, UK.
Research aim and objectives
Aim:
The primary aim of this research is to measure role of innovation to provide strength to
business in the state of intense competition in the market.
“To evaluate and determine role of innovation to combat the state of intense competition
in the UK's fashion retail industry – A case study on Debenhams PLC.”
Objectives:
 To identify role of innovation in attaining competitive advantage in fashion retail
industry.
 To determine strategies and plans for innovation by Debenhams Plc, UK.
 To determine the challenges faced by Debenhams in managing innovation and
commercialisation.
 To suggest innovation strategies that can be applied by Debenhams Plc to combat the
state of intense competition.
Research questions
 What are the roles of innovation in attaining competitive advantage in fashion retail
industry?
 What innovation strategies and plans can be used for raising healthy competition by
Debenhams Plc, UK?
 What are challenges faced by Debenhams in managing innovation and commercialisation
for long period.
 What are the ways in which the firm will be able to implement innovation at workplace?
Research problems
Research problems are associated with the investigation process which is a clear
statement that denotes area of concern and condition which needs to be improved with the help
2

of practice points. In the present exploration, the area of concern is cost of implementing
innovation strategies, time required to formulate and apply them at workplace and insufficient
information about competition in the market.
Research methodology
It is a specific process used to select, analyse and determine information on the basis of
research aim and objectives. This section helps in evaluating reliability and validity of research
that helps to understand the process.
Research type: There are two types of research such as quantitative and qualitative. In
this study, conclusive and exploratory are two research methods which will be used by
researcher to conclude the final answer and explore the research objectives (Kumar, 2019).
Research approach: Inductive, deductive and abductive are three types of research
approaches available for researcher in order to accomplish aim of the study. Deductive approach
will be used according to the nature and scope of investigation.
Research philosophy: It is the only section which provides detailed analysis of topic.
There are four type of philosophy available for researcher in order to conduct the investigation
such as positivism, interpretivism, realism and pragmatism (Mackey and Gass, 2015). The
research is subjective in nature therefore scholar will make use of positivism philosophy.
Research design: This section helps to provide general answers regarding investigation.
Strategies and plans in relation to data analysis and collection are some important part of
research design. Correlation al, experimental, review, Meta analytic and descriptive are various
research designs among which descriptive will be used.
Data collection: Data collection is a process of collecting information with the help of
two major sources known as primary and secondary methods. Both are useful and have similar
importance for the researcher to make effective use in the investigation. Primary and secondary
collection of data will be used as it helps in gathering fresh and current information with regard
research topic.
Data Analysis: It is the procedure of examining, cleaning, transforming and modelling of
data with the objective of discovering useful information (Ledford and Gast, 2018). Thematic
analysis of data will be use by researcher in this study which is qualitative in nature.
Sampling: There are usually two methods of sampling known as probability and non-
probability in which participants have chance to take part in the research process in order to
3

provide their contribution. Simple random sampling will be used as the method eliminates the
chances of bias research outcomes. Researcher will collect information from 40 respondents of
Debenhams plc of UK.
Validity and Reliability: It is one of the crucial part of research in which the researcher
address validity and reliability of investigation in concise manner effectively. It is important to
have a valid and reliable research to generate positive outcomes (Fletcher, 2017).
Chapter Structure
Chapter 1: Introduction- It is the first part of research which includes explanation about
what is going to be find out in this thesis. Moreover, this section consists of background of the
study with aim, objectives, questions and further methods including a short review of research
methodology.
Chapter 2: Literature Review- Literature review is a critical part of research in which
discussions are made on various theory associated with the topic of study. In this part, answers
are provided for the questions made in above introduction part. The information presented here
includes views of different authors and scholars.
Chapter 3: Research methodology- This method is useful that helps to derive
approaches and methods used by researcher in order to contribute to the investigation
procedures. This section will be important for concluding impact of innovation so that the data
could be used as valid and reliable.
Chapter 4: Results and discussions- This section finds out results in order to explain
them in detailed manner to link them with research aim and objectives. In this, data is collected
and analysed using relevant techniques and methods.
Chapter 5: Conclusions and Recommendations- It is the last chapter of study in which
valid conclusion, recommendation and summary is provided. This section, summarize the study
which denotes effectiveness of entire study and information collected.
Conclusion
The introduction section covers all major headings which will be used in the research in
order to determine key findings and results effectively. This section concludes a brief summary
about methods, strategies, background, significance, purpose and rational of the investigation.
This helps to have an idea about overall research structure.
4

CHAPTER 2- LITERATURE REVIEW
Introduction
Literature review can be described as a narrative review which is a type of article for
review purpose. This section includes, current knowledge along with theoretical and
methodological contribution. This help to have substantive findings for the study which is
focused on identifying role of innovation to combat the state of intense competition. The
information, materials and other data required for the research is collected from different
journals, articles, blogs, online websites, etc. In this part, information is presented in critical
manner to understand the topic in detail effectively. It also surveys sources in order to identify
relevancy towards the investigation that helps to provide description, evaluation and summary of
information to investigate the issues. This will help to have a better understanding of topic to
determine key potential areas of the research that helps in further research effectively.
Role of innovation in attaining competitive advantage in fashion retail industry
According to Pantano, (2014) businesses are facing significant challenges in gaining
competitive advantage in fashion industry over its competitors. Innovation is a key by which
firms are able to maintain competitive advantage by managing business operations in unified
way with broad perspective. It helps to take risks and also make operations flexible enough to
adopt changes. In addition to this, promoting innovation at workplace is a key idea of
encouraging workers to become more productive and effective towards their work to accomplish
individual goals and objectives. Continuous training and development is important for emerging
practices in innovation for large businesses. This helps workers to understand things better in
order to generate new ideas for the research. Training and development programs for employees
is vital function of human resource management as it helps to stimulate innovation in products
and services.
Yeung and Coe, (2015) stated that training and development programs not only improve
performance of employees but also creates an environment which changes their perception,
commitment and sense of ownership. It also helps to accomplish a balance between the current
performance of business and requirement of changes as per dynamic market trends. Positive
attitude and supportive behaviour is required from leaders within firm in order to motivate and
encourage worker’s participation in innovative programs. Innovation may be a great challenge
for management of organisation but it is the only way to sustain success. If one wants to fuel
5

innovation among one’s workers, it would definitely not hurt to invest in training and
development programs.
Pantano, (2014) said that it is difficult for a customer to realise the difference between
products and services within the same market because every competitor is providing similar
product and service in this competitive environment. The capability of innovation is a key
towards productivity that helps to create competitive advantage for firm by discovering and
perceiving better and new way to compete in fashion industry. The success factor depends on
relative advantage of innovation which is a most important asset that creates competitive
advantage for firm and allows them to enhance their market share by reaching number of
customers effectively.
As per the views of Coe and Wrigley (2017), managing innovation in products and
services is an effective way to gain competitive advantage for the business in order to drive
growth of production and profitability. However, innovation in products comes along with new
procedures and technologies. For example, Apple is one of the innovative firms that is different
from others in the market. The products offered by business is unique and fashionable which
creates an effective brand image in consumer's mind. Nowadays, innovation has become the
important tool in order to improve and develop living standard to survive in this competitive and
advanced world. Innovation is required to provide better services to customers to enhance their
satisfaction and loyalty towards brand. This also enhance production and profitability which
saves time and cost for business.
According to Fernie and Sparks (2014), innovation is an art of competing with others in
the market which is difficult for many firms. It is often perceived as a threat of existing work and
change which creates uncertainty. Innovation helps to sustain competitive advantage which
provide strength to firm to face significant market challenges. This also helps to increase
motivation in workers. According to Filieri (2015), the goal of every firm is to get ahead of
competition in the market which is also known as competitive advantage for business. Innovation
is a way from which the firm is able to foster its competitive advantage by producing a new
product or service along with method of changing procedures effectively.
Pantano and et. al., (2017) stated that, worldwide retailing is witnessing unstable shifts
due to changing market trends. Innovation has tremendous growth in the fashion industry.
Internet is one of the emerging factor that power up-heals in the retail landscaper that are
6

revolutionary in scope and unprecedented in nature. Internet is the thing which facilitates
customers to visit retailers via different channels for several purposes like collecting information
through online, make offline purchases as well as contacts customer support via telephone.
Innovation has increased the retailing practices encompassing a broader range of activities.
Businesses are facing important challenges in gaining competitive benefits in fashion industry
over its competitors. Innovation is a key by which firms are able to maintain competitive
advantage by managing business operations in unified way with broader perspective.
Competition is more and more increasing in this present world and it is only because of rising
innovation. It effects on the environment and management of company in decision making
activity. It is not so easy to implement and adopt innovation when it comes in the market. It
needs strategic planning and managing resources, time for implementation innovation within
business.
As per Pantano (2014), the progress in technology and the innovation have contributed to
the county's economic development over the decades. In order to compete in the market, it is
very essential that innovation and creation should be present. Without new products and services,
it is not possible that any company can able to sustain. Fashion industry is the industry which is
facing huge level of competition in the retailing industries. They have to work very hard in order
to design the most beautiful and unique products to gain the attention of audience. The major
reason for company to give extra importance in terms of innovation and creation is that with the
change in time customers perception, demand and way of living life is changing.
Determining the strategies and plans for innovation
As per the views of Ward, (2016) there should be defined process of innovation like
company before deciding to come up for innovation as it is very important to plan a goal or
problem. Goal like company is going to make innovation in there technologies, tools, equipments
they are utilizing and problem means in what areas organisation is facing problems, for example
outdates technologies, tools and machines. Thus, company is going to solve the problem like
areas where technologies are outdated and it is only resolve by by innovation. After setting of
goal, company will generate ideas that how they will do innovation in there business. After
planning, then organisation will move to initial evaluation. In this stage management will
measure the performance of particular innovation in the business. Afterwards, they will prepare a
7

report and implement this plan within organisation. Thus, it is very essential to make a plan
before implementing any innovation in the business.
According to Mylan (2015), it is a fact that organisations never implement 50% to 65%
of their strategies and plans as because they are not adopted by all in the company which in result
fail due to expected outcomes in the defined time. Still, it is very necessary that there should be a
systematic plans and strategies for innovation. There is huge crisis of changing fashion too fast in
traditional retail industry as it is one of the most dynamic changing business in history. In order
to sustain in the competitive world of market, it is very essential that there should be systematic
strategies and plan of action to brings creations and innovation in the products and services of
company. Good strategies and plan creates a good result. It is also very crucial that strategies and
plans should be aligned with the objectives. In UK, it has been reported that many companies of
retail industry are not aligned as there is a gap between new product development (NPD) and
strategies of growth. Apart from this, lack of feasibility and risk in data for innovation as well as
new product development are the issue's comes when company plan for innovation. Retail
industry has to develop short terms and long term objectives to convent the work from
conceptual to concrete.
According to Qu, and et. al., (2015), There are some strategies for innovation like
Disruptive innovation is an innovation that creates a new market and value network and
eventually disrupts an existing market and value network, displacing established market-leading
firms, products, and alliances. Secondly, Incremental innovation is a series of little
improvements or upgrades made to a company's existing products, services, processes or
methods. The changes implemented through incremental innovation are usually focused on
improving an existing product's development efficiency, productivity and competitive
differentiation.
As per the Pedersen, Gwozdz and Hvass, (2018) one of the best strategy for retail
industry to compete in this world. Balance score card system involves growth and development
of company in connection with creative capacity, efficient procedure of product development,
value of customers and stakeholders, improved and final results. The balanced scorecard is a
strategy performance management tool – a semi-standard structured report that can be used by
managers to keep track of the execution of activities by the staff within their control and to
monitor the consequences arising from these actions.
8

Addition to this, strategies and plan of actions should be always down to earth. Balance
score card also aids to execute a balance between the actual performance of company and
demand of changes as per dynamic market trends. Innovation becomes strategic when it is
integrated into the fabric of the planning and managing the entire process of organisation. It
helps to take risks and also make operations flexible enough to adopt changes. In order to adopt
innovation, it is very essential for fashion retail industry should be in touch with their customer's
or clients so that creation should be as per there expectation. Thus, the best planning for
innovation is largely connected with the customer's and clients (Importance of Innovation, 2016).
Strategic planning requires new thoughts and ideas, planning for innovation as well as portfolio
optimization in order to achieve the desired outcomes.
Hristov and Reynolds (2015) stated that, it is also very important that companies who are
going for the innovation should increase the input, collaboration while reducing the interruption
to those that furnish input to plans. Addition to this, companies also have to plan for the fund
required for innovation. Innovation is not a cheap technique, it is very in-expensive. Planning of
finance is very essential document in the field of innovation when company is going to change
the selling techniques which require lots of fund. Moreover, company should make strategy that
helps them in establishing strong channels of communication so that it will determine the
effectiveness in innovation. In order to cross the fertile ideas, effective networks are the best that
allow people with several types of knowledge and ways of tackling issues easily. With the help
of effective channels of communication, cycle of innovation will be generate. It is also very
essential that company operating in retail industry should think to create a situation that allows
innovation to become a part of everyday discussion.
According to Crescenzi, Gagliardi and Iammarino (2015), another strategy that retail
industry should form in order to make the innovation successful is that fostering a culture of
innovation. There should be a culture of innovation that creates an environment which encourage
workers to take risk and test their ideas. It also helps to reduce the ratio of resistance if there is an
effective environment to accept new ideas and innovation. It gives value to the company. With
the help of this, innovation is systematically implemented without any interruptions. Apart from
this, organisation should make the strategy that each one in the firm take a holistic approach to
innovation rather than as a burden. Innovation is not limited to development of product but it
consists of improvement of processes, structure of organisation, marketing and modelling of
9

business. It is not only enough to develop strategy of innovation for only company but it is very
essential that they should consider stakeholders of company such as customers and suppliers.
Innovation strategies that can be applied by fashion retailer
As per Hvass, (2015) innovation can be consider as backbone of each and every
company, especially for retail industry. Companies which are operating in the fashion retail
industry, it is very essential for them to adopt innovation techniques and function in order to
sustain in the world of globalisation. There are many strategies that company uses to implement
successful innovation within its operation and functions. There are different types of innovation
models that retail company should use in order to make the performance of company good and
effective. Open innovation model is one of the best model that company can use. It is one of the
best model that is used by the companies for effective inflows and outflows of knowledge to
speed up innovation internally while also spreading the markets for the external usage of
innovation. This model will help company in strategic as well as managing exchanges of
information with the player outside the edge of company.
According to Martins, Rindova and Greenbaum (2015), open innovation model is not
limited only to private sectors. Many companies which are adopting innovation use this models
that includes non-profit companies and universities. It is grounded in the recognition that
companies can get knowledge from various sources to raise innovation and thus deliver
additional value to consumers. With the help of this model, companies seek to use internal as
well as external ideas in a systematic manner to be more efficient at managing risk along with
cost to quicken development in technology. It does not limit up to generating the best ideas
completely by itself. Company can get knowledge from various sources and these sources
includes research centres, suppliers, competitors, customers and universities. Furthermore,
through effective approaches like crowdsourcing, organisations operating in retail sector might
engage with the wide range of creators and innovators wherever they might be situated. Addition
to this, by this model of open innovation, companies can capture the actual value of its
innovations. However, organisations who are adopting this open innovation model, are required
to engage in proactive management of intellectual property to exploit their own and other
company's knowledge and innovations in a strategical way.
Qu, and et.al., (2015) stated that, innovation in products is greatly suffering because of
low and research and development. Alternative model that companies operating in retail sector
10

can also use innovative funnel model in the new product development procedures that will help
organisation to measure the ideas and conceptualize products. The main aim of this model is to
find out the ideas that bale to meet the requirements and demands of customers in a manufacture
and economical form (Strategies of Innovation. 2017). The entire process of development begun
with a wide range of inputs and step by step refines as well as choose among them. Innovation
funnel model start with the strategic thinking. It is very essential that objectives of company
should be aligned with the output of innovation. In order to raise the entire value of company,
funnel innovative model is very effective and efficient.
According to Soto-Acosta, Popa and Palacios-Marqués, (2016) it is very important to
follow the steps that are consisted in the steps of models are strategic thinking, concept, plan,
develop, quality, launch and life-cycle. These are all the steps that company can follows to
implement successful innovation. With the continuous evaluation and measurement ideas over
the extended period of time, checking their practicality by the process of filters, rules and gates
and can be stated as a funnel of converging. At each and every step of the process, either the new
concept will be pass or fail due to not able to meet the required criteria. Thus, companies
working in the retail industry can use this model as this is the best way to meet the requirements
of market and they can also develop an effective product for the customers. Each and every idea
that are gathered at the stage of product development will go through the system of refinery. The
ideas that are left after the process of refinery are implemented by company and these ideas are
combined together and come up with new concept. Thus, both the models are very effective for
companies operating in retail sector. With the help of these models, organisation in fashion
industry can compete with the other companies.
Challenges faced by organisation in managing innovation and commercialisation.
According to Pedersen, Gwozdz and Hvass, (2018) Innovation is fast becoming one of
the most essential factors for the growth and development of organisation. Inspite of this,
organisation also faced many internal challenges that hinders the progress of innovation. These
challenges hinder the organisation focusing on innovation. The very first challenge faced by
organisation is that employees aren't empowered to innovate. Employees afraid of taking risks or
try new ideas. Employees support is very important in successful implementation of innovation
in the functions and operation of company as they are the people who drive the innovation to
success. In addition to this, collaboration is the key to innovation and organisation faced lack of
11

collaboration. It is very important that collaboration both internally ad externally is vital for
successful implementation of innovation.
Bason, (2018) argued that, lack of employees support and collaboration can be mitigate
or control by using some motivational models and strategies but threat of competition is one of
the biggest challenges faced by organisation especially in fashion industry. It is very challenging
for company to maintain or manage innovation for long period of time. Competition is very fast
as other organisation come up with another new innovation in the market in order to attract the
customers towards there products. At that time, it becomes very challenging for companies in
fashion industry to mitigate this risk factors. An innovation only confers a competitive advantage
if competitors are not able to replicate it in their own businesses. Whilst patents provide some
legal protection, the reality is that many innovative products and processes are hard to protect.
One danger is that one research-driven, innovative company makes the initial investment and
takes all the risk – only to find it is competing with many me-too competitors riding on the coat-
tails of the innovation.
Conceptual Model
12

13
The Technology
leadership
E-service
customization
Innovation of E-
services
Brand
Development Product
identity

CHAPTER 3- RESEARCH METHODOLOGY
Introduction
Research methodology refers to the various tools and techniques such as research
philosophy, approach, design, data collection and many other tools used for collecting, analysing
and interpreting the data or information related to the selected subject or topic of study (Caetano,
2017). Research methodology is the systematic, theoretical analysis of the type that are applied
to the field of study. It is a proper plan for conducting the research. There are variety of both
qualitative and quantitative methods of research that includes four most common methods which
are survey, experiment participant observation and secondary data(Cimpian, 2017). It is the
procedure that helps in collecting data or information for the intention of making strategic
decision of research. It enables researcher to organize their efforts into one cohesive and
conceptual ideas of products. Quantitative methods are used when data is described in the form
of images or languages while qualitative methods is used when data is described in numerical
figures. As compare to qualitative method, quantitative method of collection data is very
effective and easy as it is bases on a large sample of participants (Dickerson and et.al., 2018).
The main purpose for conducting research is to inform the action. On the other hand, the aim of
utilization of research methodologies is to collect, analysis data as well as interpret relevant data
to solve the problem of the subject or topic. The selection of research methodology is entirely
depending on the research questions. Research methodology and methods is totally different as
method is simply an instrument, research elements while methodology is the justification for
using specific research.
Research philosophy
Research philosophy is the most essential part of research methodology. It is a brief about
the manner in which data about a phenomenon should be assembled, analysed and used. It is
very crucial task for researcher to choose an appropriate philology in research. It is particular
manner of developing knowledge that defines philosophic paradigm. There are different types of
research philosophies that are ontology, epistemology, positivism, realism and interpretivism.
These approaches enable to decide which approach should be adopted by the scholar. Ontology
is a type of philosophy which is based on nature of reality. Objectivism and Subjectivism are the
two basis on which ontology philosophy is classified (Takhar-Lail and Ghorbani, 2015). In order
14

to determine the attitude and temperament, scholar use ontology philosophy. Moreover,
epistemology is a type of philosophy that make understood about the acceptable knowledge of a
specific area. There are two aspects of this type of philosophy which are resources and feeling
researcher. The another philology that is also used by scholars is realism philosophy which is
directly related to scientific enquiry.
The key purpose of this philosophy to discover the fact of reality. Addition to this, there
is another philosophy which is also very essential in the study of research is interpretivism. It
mainly focused on the assessment of different between social and human factor. In this present
research, researcher has used positivism philosophy that states the positive knowledge based in
natural phenomenon (McConville, 2017). In this type of philosophy, hypotheses are time-tested
and outcome is confirmed by the scholar. With the use of positivism research philosophy,
researcher has systematically and effectively identified the role of innovation to combat the state
of intense competition in the UK's fashion retail industry.
Research design
Research design is the set of processes and methods that are used to collect and analyse
the measures of the variables specified in the research problems. It is the overall strategy that
integrate various elements of study in a systematic and logical way(Takhar-Lail and Ghorbani,
2015). Researcher have to choose the most appropriate in order to solve the research problem
effectively. There are different types of research design which are descriptive, correlational,
semi-experimental, experimental and many others (Cimpian, 2017). Correlational research
design is the method which is used to explored and observes the relationship among the different
variables. It is the method that correlate one event one another. A relationship between two
variables is known as correlational research. Quasi experimental research shares similarities with
the traditional experimental design. The design which is characterized by the random selection of
respondents is known as experimental research design. This is also the most scientific and
systematic design of research design in which scholar manipulates more than one variable as
well as control and evaluate any change in other variables. These are based on design of
research.
On the other hand, Exploratory research is a type of investigation conducted for the
issues that has not been studied more clearly, intended to launch priorities as well as improve the
final research design. Addition to this, it also helps in determining the best and effective design
15

of investigation, methods in collection of data as well as selection of subject. Conclusive
research is also very effective as it helps researcher to test the relationship and hypothesis. In this
type of research, it is crucial that objectives and data requirements should be clearly defined.
Researcher should provide information that is very useful in reaching conclusion (Quinlan and
et. al., 2019).
In this present research study, researcher has used descriptive design which is one of the
most systematic method that include observing as well as describing the behaviour of a subject
without affecting it in any manner. With the help of descriptive design of research, participants
are depicted in an accurate manner. The main intention of using descriptive research design is to
describe and explain some sort of possibility when it comes to a particular group of people
(McGregor and et. al., 2018). With the help of descriptive design, researcher has systematically
and effectively identify the role of innovation to combat the state of intense competition in the
UK's fashion retail industry.
Research approach
Research approach is the overall design that should be used to study the particular subject
or topic. It is a plan and processes that span the steps from wide assumptions to elaborated
methods of data collection, analysis as well as interpretation. Research problem is the main basis
on which approaches of research will be selected (Fleisher, 2017). There are two main categories
in which research design is based which are collection of data and analysis of data. Qualitative
and Quantitative are two factors of data collection whereas inductive and deductive are two
elements of data analysis. An approach which is used to understand and explore the meaning of a
person or a group to a human or social issues are known as qualitative research approach.
Whereas an approach which is used to test objective theories examining the relationship among
the variables are known as quantitative approach.
In order to determine the numbered data by using the process of statics quantitative
method of approach is the best for collecting data. Addition to this, mixed method is also
effective as in this method enquiry is conducted on both quantitative and qualitative data. In
order to collect data, mixed method is best as compare to other as combination of both renders a
good understanding of research problem(Takhar-Lail and Ghorbani, 2015). On the other hand,
for analysis of data inductive and deductive method is used which simply us research questions
to narrow the scope of study. It simply starts with a hypothesis or observation with the aim of
16

finding some strong statements about how theories and law works. In this present research study,
researcher has used deductive research approach as it is the best way to analysis the data as it
works from more general to more specific. It is also called approach of top-down (Chatha, Butt
and Tariq, 2015). With the help of deductive research approach, researcher has systematically
and effectively identify the role of innovation to combat the state of intense competition in the
UK's fashion retail industry.
Research Method
Research is a scientific and systematic process of data collection, compilation, analysis,
interpretation and implication pertaining to any problems of business. Research is divided as per
the nature and purpose of the study. The type of research is divided into two categories which are
qualitative and quantitative. Quantitative research is describes as type of investigation where
researcher solve the issues and problems by using numbers. Emphasis is placed on the collection
of numerical data. Whereas quantitative research is based on the feelings, emotions, sound and
other numerical and quantifiable factors. On the basis of purpose of study, applied and
fundamental research are the two basis (Patten and Wallerstein, 2018). Action research is known
as applied research and fundamental research are which is based on pure research.
Data Collection
Data Collection is the most essential part of research methodology. It is the process of
gathering and evaluating the information on variables of interest in a systematic manner. Data
collection is a process that gives a complete picture of the area of study. In order maintain the
integrity of research, collection of data is the most essential process or method. It is concerned
with accurate collection of data, however the methods might be differ depending on the area,
even so, accuracy and reliability remain the same. There are two types of collecting data which
are primary and secondary method. Primary collection of data is used when researcher collect
data by own-self or it is also called first end or fresh data. It is information that is not used by any
person and its nature is original (Higginbottom and Liamputtong, 2015). Primary methods of
collection of data is used when the issues in research study is specific or unique. There are two
types of method of qualitative and quantitative method of collection. Some examples of primary
data are interview, survey, observation etc.
Secondary data implies for the one which had already been gathered and published by
other researcher (Witt and Lill, 2018). There are several sources which can be used by the
17

investigator for secondary data collection such as books, journals and scholarly articles. In the
context of current study, data has been gathered by the researcher from both primary and
secondary sources. For this purpose, survey has been conducted by the scholar via questionnaire
pertaining to primary data collection. Hence, in this regard, questionnaire has been sent to 40
employees of Debenhams plc. Further, books, journals and scholarly articles in relation to
innovation has also been evaluated by taking into account research aims and objectives.
Data Analysis
Data analysis is also one of the most essential part in conducting research study. It is the
procedure of examining, cleaning, transforming and modelling of data with the objective of
discovering useful information. It is the process that help and supports researcher in decision
making activity. Explorative data analysis and confirmatory data analysis are the descriptive
form of data analysis (Choy, 2014). It is very important to clean the data to make the information
useful and effective. It is the process to correct outliers as well as incorrect and discarded
information. There are various approaches for analysing data which are ethnographic, narrative,
phenomenological, constant, disclose and many others approaches of data analysis. In this
present research, researcher has used both primary and secondary analysis. In primary,
qualitative and quantitative method of analysis has used and in secondary analysis thematic
analysis has done as this is most commonly used form of analysis of data in qualitative research.
It focuses on pinpointing, studying and recording themes within the data (Ospina-Pinillos and
et.al., 2018). With the help of both the method's researcher has interprets that data by identifying
the role of innovation to combat the state of intense competition in the UK's fashion retail
industry.
Sampling
Sampling is also one of the most essential part of research methodology. It is a systematic
process of selecting a small part of population. Population is the bunch or group of individual
that is studied in research. It is not possible for researcher to study the entire population due to
limited resources such as time, energy and cost. Thus, scholar has selected a part of the
population for his study instead of studying the whole population and this process is called
sampling. Sampling makes the activity of research manage and convenient for the research. The
reliability of outcomes is depends on how researcher has selected the sample. There are two
types of sampling which are probability sampling and non-probability sampling (Takhar-Lail and
18

Ghorbani, 2015). Probability sampling is a type of sampling where each respondents in the
population has an identified probability of being selected, non-probability sampling where each
respondents does not have an identified probability of being selected in the sample. In this
present research study, researcher has collected information from 40 respondents of Debenhams
plc of UK and used simple random sampling which is the part of probability sampling.
Researcher has selected the respondents purely and randomly by chance.
CHAPTER 4- RESULTS AND DISCUSSIONS
Introduction
Result and discussion is the most essential part of research study. It is also known as data
analysis and data interpretation. It is the process of analysing, cleaning, transforming and
modelling of data with the aim of discovering useful information. It is the process that help that
supports researcher in decision making activity. In this chapter, researcher will use secondary
analysis of data. In primary method, researcher will observe and obtain information from 40
manager of Debenhams plc and make theme as well as give interpretation on there reviews. On
the other hand, researcher will also use secondary method for analysis of data. In this secondary
analysis, researcher will use systematic thematic analysis of data to interpret the data in
meaningful manner.
Secondary Analysis
Theme 1: Maximum Age Group.
Interpretation- From the past conduced from the employees of Debenhams plc stated that
maximum respondents of age group are between 25-35 age group. Addition to this, 8 employees
are of the age group between 35-45. Moreover, 11 employees are of the age group between 45-
55 are 9 managers are above the age of 55. It has been identified that in Debenhams plc company
senior workers are more. This also concludes that the organisation has more experienced
employees that contributes in the effective performance and functioning of the business
activities.
Theme 2: Employees working in this company.
Interpretation- From the above theme it can be concluded that major employees are working in
the company for 1-5 years as stated by 12 managers. Addition to this, 9 employees were
observed to be working for more than 5 year but not more than 10 years. Moreover, there are 11
19

managers who are observed to be working for 10 years in the company and between 15 years. On
the other hand, there 8 managers who are working for more than 15 years in the Debenhams plc.
Thus, from the analysis it was identified that the labour turnover rate of Debenhams Plc is very
high and effective. It is also identified that employees are satisfied with working in the
organisation due to their effective employee policies and working environment.
Theme 3: Employees support innovation.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
that major employees in the company support innovation as maximum of the employees are in
favour of using innovative as well as creative technologies. They think that innovation help to
create as well as change the procedure and strategies of company in effective manner. Innovation
also raise the likelihood of the success of company. On the other hand, several employees does
not support innovation as they said that they need training using new tools and technologies and
it is observed that there is less value of employees when company implement advance
technology. Beside this, some employees are not sure about the answer as they are confused that
innovation is good or bad for company.
Theme 4: Innovation is very useful for your companies productivity and profitability.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
that innovation is very useful for company's productivity and profitability as stated by maximum
employees and they are highly agreed. They are very innovative and creative employees of the
organisation. On the other hand, some are in support of implementing innovation in the
technologies and innovation as they are agreed that innovation bring productivity and
profitability in the performance of company. Addition to this, several employees are against of
implementing innovation in the technologies and processes as they are feel that value of
technology is increased and human value is decreases with the use of innovative technologies.
Minimum employees in the organisation are not in support that innovation bring productivity and
profitability to the company as they feel that manual work is better than using technologies.
Apart from this, some employees are neutral as they are in support of both. Therefore, this theme
or observation concluded that innovation is very useful for Debenhams plc as it helps in
increasing productivity and profitability of the company.
20

Theme 5: innovation helps to gain competitive advantage.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
that innovation helps to gain competitive advantages as maximum managers are highly agreed on
implementing innovative technologies in the business as it increases product differentiation and
make distinct identity in the market which gain competitive benefits to the organisation. On the
other hand, 6 respondents are in support that company should implement innovation as it help
company to gain competitive advantages. Other than that, several employees are against of
implementation of innovation as per there view competitive advantages is gain by company's
performance of workforce not by advancement in technologies. some workers are also not
supporting with the statement they also feel the same as a group of employees in middle level
management. Lastly, only few of the employees are supporting both as they are neutral.
Theme 6: Innovation affects the business.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
that innovation affect business in positive manner as maximum employees support that
company's profitability, market share, as well as reputation is enhanced which shows innovation
leads to optimistic impact on the company. On the other hand, some employees believe that it
leads to negative impact on the operations and functions of company, innovation is costly affair
that affect business. They also said that entire organisation process and strategies are disturbed
with the innovative technology. At last, few employees employees are not sure the exact impact
as they feel that innovation leads both positive and negative impact on the business.
Theme 7: Company's strength is increased in the market of competition by the use of
innovation.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
company's strength is increased in the market of competition by the use of innovation as
observed by maximum of the employee working in the company. They are highly agreed the
company should keep ongoing with innovation because it raised the strength of organisation in
the market. Some employees are also supporting innovation as they also said that innovation
makes the entire company unique and different. On the other hand, several workers are against of
this as they said innovation is not link with the company's strength. They also said that
21

organisation strength is the asserts, employees and performance of company. A small group of
employees are also not supporting with the same reason. They are also not agreed that innovation
is the strength of there firm. Beside this, only few employees have no answer as they are not
sure. Therefore, these observation concluded that Company's strength is increased in the market
of competition by the use of innovation.
Theme 8: Debenhams plc company is giving tough competition due to highly concerned about
innovation.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
Debenhams plc is giving tough competition is the market due there highly concerned about the
innovation as supported by maximum employees. It is observed that innovation is the key of
there company's success. Innovation makes them unique in the market. Some workers are also
supporting that there company is highly concerned about the innovation which makes them the
toughest competitor in the market as supported by few employees. On the other hand, some
employees are in against of the statement as they said that organisation's performance,
profitability, sales margin and market share is giving tough competition, innovation has no role
in giving competition. Few workers in the company are also not supporting they are also
supporting with the several other employees and the reason behind there not supporting is the
same. At last, it is also identified that only two employees are supporting both.
Theme 9: Innovation is very important for company.
Interpretation- From the above theme conduced from the employees of Debenhams plc stated
innovation is very important for the company according to maximum employees in the company.
They said that innovation makes the entire business a very attractive as well as it also make the
products or services. They also said that innovation increases the profitability and performance
of company in more efficient manner. Few employees are also supporting this theme with the
same reason as supported by the views of maximum employees in the company. Apart from this,
some participants are against of this as they said that innovation is not important for there
22

company, it increases the cost of operations as company has to provider training to employees
which also increases the cost. Innovation also needs highly experienced and skilled employees
which is also one the raised by innovation. In addition to this, few participants are also not
supporting with the same reason as some employees working in the company. At last, it is also
identified that only few employees in the organisation does not have perfect answer as they are
confused. It can be concluded from this analysis that Innovation is very important for company
as it helps to develop new and attractive products leading towards increased sales and profit in
the business.
Theme 10: Customers are highly attracted towards the products and services which are highly
innovative.
Interpretation- From the above theme conduced from the employees of Debenhams plc
stated customers are highly attracted towards the products and services which are highly
innovative as supported by maximum employees They are highly supporting the statement that
innovation attracts customers more. They also said that, In today's era, innovation plays a
strategic role in increasing the share in the market because with the globalisation customers
become highly innovative and technological advance. Some employees of the organisation also
said that customers are highly attracted towards the innovative products and services especially
in retail sector. Thus, company should provide innovative products or services to the customers
so that the company's profitability and performance increases. On the other hand, several
respondents are against of innovation as they said that innovation does not attract customers.
some employees are also not supporting with the same reason. In addition to this, only few
employees does not have any perfect answer as they said they are confused. It can summarised
from this secondary analysis that Customers are highly attracted towards the products and
services which are highly innovative.
Theme 11: Innovation plays a crucial role to combat the state of intense competition in their
company.
23

Interpretation- From the above theme conduced from the employees of Debenhams plc stated
innovation plays a crucial role to combat the state of intense competition in their company as
concluded by observing maximum employees. It is observed that with the help of innovation
company can fight as well as nullified the forces of intense competition in the market. Innovation
makes the entire product and services unique in the market which attracts customers. In addition
to this, some employees are also supporting that innovation plays a crucial role to combat the
state of intense competition in their company. They also said that inn ovation can bring up the
company to the highest level of success. On the other hand, few employees are not supporting
the answer as they said that innovation does no play any role to combat the state of intense
competition and several participants are not agreed. Apart from this, very employees employee's
does not have the perfect answer as they are confused.
Theme 12: Employees support innovation.
Interpretation- As per the secondary information collected from the employees of
Debenhams plc stated that major employees of the company are supporting innovation because
they knew the importance of innovation for their organisation in the market it is information
which is identified from the survey. As per the data conducted form the secondary analysis it is
also identified that innovation is a key by which firms are able to maintain competitive
advantage by managing business operations in unified way with broad perspective. In addition to
this, some employees in the organisation are not supporting innovation as they said that
innovation does not play any role, the main role in increasing company's profitability is played
by workforce within organisation. It is also identified from the company's website that there are
few employees who are supporting both.
Theme 13: Innovation is very useful for your companies productivity and profitability.
Interpretation- As per the secondary information collected from the employees of
Debenhams plc stated innovation is very useful for the company's productivity as well as
profitability as they think company cannot achieve its desire goals and objectives if they ignore
innovation. In addition to this, it is also identified from the company's website that innovation is
an art of competing with others in the market which is difficult for many firms. It is often
perceived as a threat of existing work and change which creates uncertainty. Apart from this,
24

some employees are against of this statement as they said that innovation does not do anything,
employees and assert of company increases the productivity and profitability.
Theme 14: innovation helps to gain competitive advantage.
Interpretation-As per the secondary information collected from the employees of
Debenhams plc stated innovation gain competitive advantage as it is supported by major
employees of the organisation. It is also identified form the company's annual book that
Innovation is a key by which firms are able to maintain competitive advantage by managing
business operations in unified way with broad perspective. It helps to take risks and also make
operations flexible enough to adopt changes. Moreover, promoting innovation at workplace is a
key idea of encouraging workers to become more productive and effective towards their work to
accomplish individual goals and objectives. Apart from this, some employees are against of this
statement as it is identified from the secondary analysis. They said that employees are the key to
win the market as well as competitors. This secondary analysis concluded that innovation helps
in obtaining competitive advantages and sustain its competitive position in the market.
Theme 15: Innovation affects the business.
Interpretation-As per the secondary information collected from the employees of
Debenhams plc stated innovation affects the business in both positive and negative manner. It is
identified form the survey that major employees are supporting that innovation affects the
business in positive manner. Employees said that innovation increases the level of competition, it
increases the profitability, it increases the performance of the organisation. In addition to this,
few employees said that innovation negatively affects the business. It is identified form the
company's website that some employees said that innovation increases the cost of operations as
well as it also raises the other expenses a lot.
Theme 16: Company's strength is increased in the market of competition by the use of
innovation.
Interpretation- As per he secondary information collected from the employees of
Debenhams plc stated company's strength is increases in the market of competition by the use of
innovation. It is identified from the company's website that when company moves to innovation
at that time company has reach to the great extent. It is also identified from the company's annual
log book that some employees are against of implementing advance technologies as they think
that they are not capable to use the advance technologies.
25

Theme 17: Debenhams plc company is giving tough competition due to highly concerned
about innovation and Innovation is very important for company.
Interpretation- As per he secondary information collected from the employees of
Debenhams plc stated their company is giving tough competition in the market because they are
highly concerned about implementing innovation in the business. It is identified from company's
report that innovation is very important for there businesses because innovation has tremendous
growth in the fashion industry. In addition to this, some employees are not in favour of
transforming the operations and functions of the business to advancement as they think that it is
not important. The selected organisation is using innovation and invention effectively in order to
achieve competitive advantages in the market leading towards strong market position and
improved performance or profitability of the business.
Theme 18: Customers are highly attracted towards the products and services which are highly
innovative and Innovation plays a crucial role to combat the state of intense competition in
their company.
Interpretation- As per the secondary information collected from the employees of
Debenhams plc customers are highly attracted towards innovative products and services and it
also plays a crucial role to combat the state of intense competition. It is identified that major
employee's of the company that which are operating in the fashion retail industry, it is very
essential for them to adopt innovation techniques and function in order to sustain in the world of
globalisation. On the other hand, it is also identified from the company website that some
employees are resisting this statement as they think that customers are not attracted towards only
innovative products and services, they need quality. Customers are extremely attracted towards
the products and services which are highly innovative and Innovation plays a important function
to fight the state of high competition in their organisation.
Secondary data analysis:
Theme 1: Innovation a competitive tool in fashion retail industry
From the past research it is analysed that innovation has always been considered as the
important tool in fashion retail industry. With the huge and intense competition in retailing
industry retailers, always finds a new way to attract customer in the business. Therefore, with the
secondary research analysis it has been measured that it is essential for entity to conduct timely
26

market research and based on that provide training to employees so that more new innovative
projects gets develop for attracting more consumers in the company.
Theme 2: Innovation increases employee morale
It is also analysed from the past research that company's strategy towards innovative
development always helps in increasing employee morale. Reason being is that employees
always attracted to workplace where there is development of empowered and also generation of
new ideas. Thus, with the secondary data collection it can be concluded that by having right
innovation always boost employee morale which helps entity in increasing productivity of the
company.
Theme 3: innovation plays a crucial role for attracting customers in organisation
It is true that innovation is the factor which helps entity to attract and capture more and
more customers' organisation. This also result in developing loyal customer base because of
which profitability gets increases. Reason being is that customers are always excited to try
products which have unique ability and by introducing such unique quality among them, entity
will able to attract more customers in the organisation.
Theme 4: company's financial ability increases with the development of innovative
strategies.
By analysis annual report of the company, it is summarised that development of
innovative activities always helps in increasing financial ability of the company. It is true by
saying that development of innovation process involve huge cost but with this development,
entity will able to increase its sales volume because of that profitability of the company risen up.
Theme 5: innovation risk which affect business operations
It is said that innovation is the tool which strengthen financial ability of the company, but
it is also true that it majorly affect business operations of the company. Reason being is that
development of innovative activities require huge cost to bear and there is also no guarantee that
such new activities will able to capture more customers. If innovation gets failed than business
operations of the company highly get affected.
SWOT ANALYSIS OF Debenhams plc
STRENGTH
 Successful track record of developing
WEAKNESSES
 The marketing of the products left a lot
27

new product and product innovation.
 The performance in market is amazing.
 Good Return in Capital Expenditure
(Park and Im, 2016).
 The network distribution is very strong.
 Customer satisfaction is very high.
 Reliable Suppliers.
to be desired. Even though the product
is a success in terms of sale but its
positioning and unique selling
proposition is not clearly defined which
can lead to the attacks in this segment
from the competitors.
 Investment in Research and
Development is below the fastest
growing players in the industry (Kanat
and et.al., 2018)
 Financial planning is not done properly
and efficiently
THREAT
Cut-throat competition in the market.
Rising raw material can pose a threat to the
profitability of company.
Shortage of skilled workforce (Mierzejewska,
2017).
Rapid changing rules and regulations.
The strength of local retailed is growing.
OPPORTUNITIES
 New trends in the consumer behaviour
can open up new market for the
Debenhams Plc. It provides a great
opportunity for the organization to
build new revenue streams and
diversify into new product categories
too (Han and et.al., 2017).
 The rate of inflation is low which bring
more stability in the market.
PORTERS FIVE FORCES OF Debenhams plc
Forces Impact with Justification
Threat of Competition High. It is because customers are now largely
aware of the quality and prices of the product.
Threat of New Entrants Low. It is not easy in fashion industry to take a
risk of investing huge amount of capital
28

expenditure.
Bargaining Power of Suppliers Low. It is because company has maintained
contract and relationship with so many
suppliers, if any supplier raise the prices of
material, company moves to others (Sheehan,
and Foss, 2017).
Bargaining Power of Customers Moderate. After luxury brands setting the
price range, the customers have little power to
change it as the price are intentionally
discriminatory.
Threat of Substitute Low. It is because products of Debenhams plc
are purchased by people in the middle-to-high
income group (Chung, 2016). As consumers in
this income group like to wear high-end luxury
brands to display affluence, the demand for
brands like Debenhams will continue.
Integrated assessment of analysis
Selection of strategies for success and solutions to research problem
 In order to attain success in highly competitive business environment Debenhams plc
need to lay emphasis on undertaking research & development practices. Through this,
firm would become able to assess changing needs, taste and preferences of customers
effectually. Along with this, it also enables firm to introduce innovative aspects on the
basis of gap identified.
 For enhancing the level of innovation within business Debenhams plc should focus on
undertaking participative leadership style. Through this, concerned business organization
would become able to motivate personnel to come up with innovative ideas or solutions
which in turn enhances both productivity and profitability.
29

CHAPTER 5- CONCLUSION AND RECOMMENDATIONS
Conclusion
With the context of this dissertation which lays stress on Innovation which plays an
important key that leads to the creation of competitive advantage for business that helps to
compete in the market effectively. Competition in fashion industry is rising day by day thus firm
requires to pay attention towards creation of innovation at workplace especially regarding
external knowledge, skills and experiences which can easily foster innovation and can lead to
creation of competitive advantages. It is also concluded that none of the company can survive in
the market by ignoring innovation because customers are now become highly competitive and
they need highly advanced good and services. The different kinds of tools and techniques are
also used by the employees to make the products and services unique. The above dissertation
inculcates various types of research methods that help researcher to also evaluates and determine
role of innovation to combat the state of intense competition in the UK's fashion retail industry
Like with the use of only primary as well as secondary data collection and their analysis it was
easy to achieve the aim and objectives with gathering reliable data or information. Furthermore,
this research also include that there should be defined process of innovation like company before
deciding to come up for innovation as it is very important to plan a goal or problem.
Recommendations
Recommendation is very essential part of the dissertation as with the help of this chapter
researcher provides the use with the range of options through which present state of the issue
concerned can be improvised. Hence, the above primary as well as secondary analysis it is
identified that, innovation is very important for the company's survival. It is recommended from
the above analysis that company should use advance technologies in the operation's and
functions so that customers are fully satisfied (Blackburn and et.al., 2017). Debenhams plc
should use effective technologies for communication such as mobile phones, computers, email
messaging, social media pages etc. With the use of these technologies, company can reach to its
highest base of customers. In addition to this company should use electronic payment system
within organisation because so that it becomes easy for customers as well as staff for handling
too much cash within there hand. IT is fact that without change in this era of competition, they
cannot expect success. Thus, it is very important, Debenhams plc should go through innovation
in the product style and services they are offering.
30

In addition to this, Debenhams plc should provide training to employees on the use and
induction of new machines when it is bought in the company. Training and development
programs makes them to raise the skills and knowledge and they also feel valued for the
organisation. Furthermore, its is also recommended by the data collected from the secondary
analysis that innovation or any other new plan and policies should be starts at the top. Company
should establish a clear sense of direction so that there will be no confusion and mismatch in
implementing new system or services (Pantano, 2014). Moreover, company should do open
communication between the management as well as employees when they are going to
implement any innovation or policies or strategies. It is also very important that organisation
should ensure before going for the innovation that must increase the input, collaboration while
reducing the interruption to those that furnish input to plans. Open communication build trust
among employees and it also minimizes the level of resistance. Moreover, it is also
recommended by the researcher that the strategy of innovation should describe a desirable state
for the organisation because if it is not in desirable state than it leads to wastage of resources.
Researcher also recommended that the strategy of innovations must be specific to the time which
it is developed as it is grounded in the reality of organisation's environment as well as it also
reflects the capabilities, technologies which are available along with the gap that needs to be feel.
Thus, it is identified at last that company should use innovation strategies within their businesses
so that organisation can compete in the market and achieve the heights of success.
Need for future study
In the current study, focus has been placed on determining the role of innovation with
regards to intensive competition level or situation. Hence, in future, link between innovation and
sales as well as profitability can be established. Moreover, maximization of sales and
profitability is one of the main motives of firm behind the adoption of innovative practices.
Hence, in the near future, by making focus on such aspects further study can be done.
31

REFERENCES
Books and Journals
Bason, C., 2018. Leading public sector innovation: Co-creating for a better society. Policy
Press.
Blackburn, M and et.al., 2017. Big Data and the Future of R&D Management: The rise of big
data and big data analytics will have significant implications for R&D and innovation
management in the next decade. Research-Technology Management, 60(5), pp.43-51.
Caetano, I., 2017. Standardization and Innovation Management. Journal of Innovation
Management, 5(2), pp.8-14.
Chatha, K.A., Butt, I. and Tariq, A., 2015. Research methodologies and publication trends in
manufacturing strategy: A content analysis based literature review. International Journal of
Operations & Production Management, 35(4), pp.487-546.
Choy, L.T., 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), pp.99-104.
Chung, T.W., 2016. A Study on Logistics Cluster Competitiveness among Asia Main Countries
using the Porter's Diamond Model. The Asian Journal of Shipping and Logistics, 32(4),
pp.257-264.
Cimpian, J., 2017. Co-editor of special issue of Educational Researcher on LGBTQ youths and
research methodologies. Educational Researcher.
Coe, N.M. and Wrigley, N., 2017. Towards new economic geographies of retail globalization.
Oxford: Oxford University Press.
Crescenzi, R., Gagliardi, L. and Iammarino, S., 2015. Foreign multinationals and domestic
innovation: Intra-industry effects and firm heterogeneity. Research Policy, 44(3), pp.596-
609.
Dickerson, D., Baldwin, J.A., Belcourt, A., Belone, L., Gittelsohn, J., Kaholokula, J.K.A., Lowe,
J., Patten, C.A. and Wallerstein, N., 2018. Encompassing cultural contexts within scientific
research methodologies in the development of health promotion interventions. Prevention
Science, pp.1-10.
32

Fernie, J. and Sparks, L., 2014. Logistics and retail management: emerging issues and new
challenges in the retail supply chain. Kogan page publishers.
Filieri, R., 2015. From market-driving to market-driven: an analysis of Benetton’s strategy
changes and its implications for long-term performance. Marketing Intelligence &
Planning 33(3) pp.238-257.
Fleisher, M., 2017. Prison Gangs, Street Gangs: A Critique of Theories of Prison Violence and
Prison Research Methodologies: Very Rough Draft.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology, 20(2), pp.181-194.
Han, H.H., Mi, L.Y., Yang, T. and Luo, X., 2017, October. Research on Countermeasures for the
Upgrade and Transformation of Garment Industry in China. In 3rd Annual 2017
International Conference on Management Science and Engineering (MSE 2017). Atlantis
Press.
Higginbottom, G. and Liamputtong, P. eds., 2015. Participatory qualitative research
methodologies in health. Sage.
Hristov, L. and Reynolds, J., 2015. Perceptions and practices of innovation in retailing:
Challenges of definition and measurement. International Journal of Retail & Distribution
Management, 43(2), pp.126-147.
Hvass, K.K., 2015. Business Model Innovation through Second Hand Retailing. Journal of
Corporate Citizenship, (57).
Kanat, S., Abbasi, S.A., Peerzada, M.H. and Atilgan, T., 2018. SWOT analysis of Pakistan’s
textile and clothing industry. DE REDACTIE, p.502.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Martins, L.L., Rindova, V.P. and Greenbaum, B.E., 2015. Unlocking the hidden value of
concepts: a cognitive approach to business model innovation. Strategic Entrepreneurship
Journal, 9(1), pp.99-117.
33

McConville, M. ed., 2017. Research methods for law. Edinburgh University Press.
McGregor, H.E., Madden, B., Higgins, M. and Ostertag, J., 2018. Braiding Designs for
Decolonizing Research Methodologies: Theory, Practice, Ethics. Reconceptualizing
Educational Research Methodology, 9(2).
McNely, B., Spinuzzi, C. and Teston, C., 2015. Contemporary research methodologies in
technical communication. Technical Communication Quarterly, 24(1), pp.1-13.
Mierzejewska, J., 2017. Analysis and evaluation of marketing strategies for clothing companies
on the example of Zara and H&M (Doctoral dissertation, Katedra Procesów Zarządzania).
Mylan, J and et.al., 2015. Eco-innovation and retailers in milk, beef and bread chains: enriching
environmental supply chain management with insights from innovation studies. Journal of
Cleaner Production, 107, pp.20-30.
Nambisan, S., Lyytinen, K., Majchrzak, A. and Song, M., 2017. Digital Innovation
Management: Reinventing innovation management research in a digital world. Mis
Quarterly, 41(1).
Ospina-Pinillos, L., Davenport, T.A., Ricci, C.S., Milton, A.C., Scott, E.M. and Hickie, I.B.,
2018. Developing a mental health eClinic to improve access to and quality of mental health
care for young people: Using participatory design as research methodologies. Journal of
medical Internet research, 20(5).
Pantano, E. and et.al., 2017. Does innovation-orientation lead to retail industry growth?
Empirical evidence from patent analysis. Journal of Retailing and Consumer Services. 34.
pp.88-94.
Pantano, E., 2014. Innovation drivers in retail industry. International Journal of Information
Management 34(3) pp.344-350.
Pantano, E., 2014. Innovation drivers in retail industry. International Journal of Information
Management, 34(3), pp.344-350.
Pantano, E., 2014. Innovation drivers in retail industry. International Journal of Information
Management, 34(3), pp.344-350.
Park, M. and Im, H., 2016. The Potential of Virtual Reality in the Apparel Industry.
Pedersen, E.R.G., Gwozdz, W. and Hvass, K.K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within the
fashion industry. Journal of Business Ethics, 149(2), pp.267-284.
34

Pedersen, E.R.G., Gwozdz, W. and Hvass, K.K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within the
fashion industry. Journal of Business Ethics, 149(2), pp.267-284.
Pedersen, E.R.G., Gwozdz, W. and Hvass, K.K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within the
fashion industry. Journal of Business Ethics. 149(2). pp.267-284.
Qu, Q., Chen, K.Y., Wei, Y.M., Liu, Y., Tsai, S.B. and Dong, W., 2015. Using hybrid model to
evaluate performance of innovation and technology professionals in marine logistics
industry. Mathematical Problems in Engineering, 2015.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.
Sheehan, N.T. and Foss, N.J., 2017. Using Porterian activity analysis to understand
organizational capabilities. Journal of General Management, 42(3), pp.41-51.
Silverman, D. ed., 2016. Qualitative research. Sage.
Soto-Acosta, P., Popa, S. and Palacios-Marqués, D., 2016. E-business, organizational innovation
and firm performance in manufacturing SMEs: an empirical study in Spain. Technological
and Economic Development of Economy, 22(6), pp.885-904.
Takhar-Lail, A. and Ghorbani, A., 2015. Market Research Methodologies: Multi-Method and
Qualitative.
Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth,
profitability, and family leadership. Springer.
Witt, E. and Lill, I., 2018. Methodologies of contemporary disaster resilience research. Procedia
engineering, 212, pp.970-977.
Yeung, H.W.C. and Coe, N., 2015. Toward a dynamic theory of global production
networks. Economic Geography 91(1) pp.29-58.
Online:
Importance of Innovation. 2016. [Online]. Accessed through: <https://www.inc.com/gordon-
tredgold/4-reasons-why-you-need-to-focus-on-innovation.html>.
35

The UK fashion and apparel sector. 2019. [Online]. Accessed through: <
https://www.allianceexperts.com/en/knowledge/countries/europe/opportunities-in-the-uk-
fashion-industry/>
Debenhams plc. 2019. [Online]. Accessed through: < https://www.debenhams.com/>
Strategies of Innovation. 2017. [Online]. Accessed through:
<http://www.innovationmanagement.se/imtool-articles/7-strategies-for-sustained-
innovation/>.
36