Challenges and Opportunities in Global Fashion Industry

The assignment evaluates the impact of globalization on fashion industries, highlighting both opportunities such as enhanced sales performance and customer base, and challenges like changing customer behavior and demand. It also touches on the importance of using tools like Gantt charts to manage projects effectively.

How international brands impact
social attitudes in the fashion
industry

Table of Contents
Title: “To determine how international brands impact on social attitude in fashion industry. A
study on ZARA” .............................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview and background of the research............................................................................1
1.2 Research Aim, objectives and questions...............................................................................1
1.3 Rationale of the research.......................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 Effect of fashion industries on changing attitude of customers............................................3
2.2 Challenges faced by M&S due to changing behaviour of consumers.................................3
2.3 Strategies to deal with challenges to stay competitive at fashion industry...........................3
Chapter 3: RESEARCH METHODOLOGY ..................................................................................5
CHAPTER 4: TIME LINE OF RESEARCH ACTIVITIES...........................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Title: “To determine how international brands impact on social attitude in
fashion industry. A study on ZARA”
CHAPTER 1: INTRODUCTION
1.1 Overview and background of the research
With rise of globalisation, organisations get opportunity to expand their business in
international market, more easily. It helps in enhancing customer base and developing high
economy to run business successfully (Phau, Teah and Chuah, 2015). In context with companies
dealing in fashion industry, expanding business at global level, not only provide benefits but also
give various challenges. As when so many companies run their business on same marketplace,
then it rises competition among them. In addition to this, getting a range of products on different-
different price rates also impact on behaviour of customers. As they demand more from trendy
and fashionable clothes that suits their personality from organisations. Therefore, to complete
desires of targeted customers and exceed level of satisfaction, create various difficulties for such
companies. In context with M&S, it is considered as one of the best fashion retailer industries in
UK. It has opened more than 300 stores in 40 overseas locations to enhance its customer base.
But with rise of globalisation, it faces various issues related to social attitude in fashion industry.
1.2 Research Aim, objectives and questions
In order to conduct a research in systematic manner, it is essential for researchers to
formulate appropriate aims and objectives. This would help in monitoring the entire activities
related to survey for obtaining higher outcomes (Kim and Ko, 2012). Therefore, in context with
present research, aims and objectives related to concept of reward system are given as below:-
Research Aim: “To determine how international brands impact on social attitude in fashion
industry. A study on M&S”
Research Objectives:
 To identify the effect of fashion industries on changing attitude of customers
 To ascertain the challenges faced by M&S due to changing behaviour of consumers in
international retail market
 To determine strategies that need to be adopted by M&S to deal with challenges to stay
competitive at fashion industry
Research Questions:
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 How to identify the effect of fashion industries on changing attitude of customers?
 What are the challenges faced by M&S due to changing behaviour of consumers in
international retail market ?
 Which strategies are needed to be adopted by M&S to deal with challenges to stay
competitive at fashion industry?
1.3 Rationale of the research
The recent entry of various fashion brands in international marketplace, decreases sales
of existing organisation and create numerous challenges as well. It includes changing demand of
customers, bargaining power of both suppliers and consumers, threats of entry of new competitor
and more. All these challenges impact on profitability and sales performance of organisations
dealing in fashion industry (Kamal, Chu and Pedram, 2013). The main purpose of conducting
this research is to identify how international brands influences social attitudes in fashion
industry. It entails changing behaviour behaviour of customers due to emergence of international
organisation. In addition to this, it also describes strategies that M&S can use to deal with such
challenges.
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CHAPTER 2: LITERATURE REVIEW
2.1 Effect of fashion industries on changing attitude of customers
As per article given by Kaisa Vehmas and et. al. (2019), it has identified that in fashion-
industries, competition has become more intense. It is mainly increase due to fast-developing and
affordable fashion which leads to change behaviour of customers also. People seek to get more
trendy clothes and garments on reasonable rates to satisfy their needs. In addition to this, fast-
fashion has become more popular as well as socially conscious movement, which shifts mindset
of people from quantity to quality (Consumer attitude and communication in circular fashion,
2019). With emergence of organisations dealing in fashion industry, people concerns more on
high-quality and fashionable trends of marketplace. In addition to this, as a result of fast fashion
trend, customers are also discarding to higher volumes of textile waste. This would lead to
reduce use of water, chemicals and energy in production of high quality of garments. Therefore,
usage of wear and tear, non-removable stains turn textiles non-reusable. This type of products
can be recycled or used as raw material.
With increasing e-commerce activities and apps that offers a range of fashionable clothes
on heavy discounts, also impacts majorly on perception of customers. Therefore, whenever they
visit a store for purchasing clothes and related attires, they look to get same type of products. In
this regard, they avoid available brands and trends at stores, which leads to decrease sales more.
Some other factors that influence customers' perception are psychological, personal, socio-
cultural, rational and more. Here, the purchasing decisions of customers is also influenced by
economical condition, living standards, consumer life-cycle and more. Therefore, to concern on
these factors and offer trendy attires on low and affordable rates, results in declining the product
life-cycle.
2.2 Challenges faced by M&S due to changing behaviour of consumers
According to views and perception of Bertoli (2013), it has evaluated that changing
behaviour of customers impact sustainability of organisations, in international market. As
emergence of fashion industries at same marketplace impact hugely on perception and preference
of customers. Therefore, it create various challenges for companies dealing in fashion industries.
In context with M&S, getting a range of fashionable clothes on desired rates, move its targeted
customers towards other organisations (Grayson and Hodges, 2017). So, this would lead to
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reduce customer base, decrease sales performance and more, which directly impacts on
profitability and sustainability on business. It also arise issues related to attract new customers
towards business as they want more trendy and fashionable clothes. Since to anticipate needs of
customers, it is essential for companies dealing in fashion industry to segmenting them as per
preference and purchasing power. But here, understanding, analysing as well as keeping the track
of customer's behaviour refers to a most difficult task for marketing department of M&S, to
retain their position in marketplace successfully.
2.3 Strategies to deal with challenges to stay competitive at fashion industry
As per different perception and view points of Kim and et. al. (2012), it has analysed that
to deal with challenges and changing behaviour of customers, M&S need to adopt effective
strategies. It includes developing price strategies i.e. offer products on competitive price rates,
promoting business through effective communication technologies etc. Therefore, to enhance
sales performance, M&S should concern on adding more values in existing products. In addition
to this, by using social media technology, it can develop effective relationship with national and
international customers. This would help in getting their retention for longer period of time as
well. As customer's purchasing power plays a major role in influencing their shopping behaviour.
Therefore, to cater needs of every customer as per their living standards, it is essential for M&S
and other companies, to set price of products according to them. Because any product which may
be manufactured in excellent manner, fails to match with customers' purchasing ability, then it
leads to highly impact on sales performance of such companies. Therefore, M&S meeds to
segment consumers as per basis of their buying capacity. This would help in setting price as per
demand of each segmented consumers, for achievement of better results.
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Chapter 3: RESEARCH METHODOLOGY
This part of research plays an important role in achievement of aims and objectives in set
period of time. It provides a work plan for a research and training in choosing methods and
scientific tools for solving a specific problem. It aids in decision making about a specific
situation. It include various approaches such as qualitative and quantitative. Qualitative
approach refers to the primarily exploratory research which is used to gain underlying opinions
and motivations. It helps to develop a idea or hypothesis for quantitative research. Quantitative
research approach is a way of generating numerical data which can be converted into usable
statistic. It is used to quantified the defined variable and generalize a result from large sample
population. The data structure in quantitative research approach is more strict and structured than
the qualitative research. In general, researchers use two types of data collection method to gather
specific information, as explained below:
Primary data: It is conducted to meet specific and unique needs. In that type of research
primary sources of data are used by the researcher. The research include survey, interview
questionnaire and observation methods of data collection and many other primary sources.
Primary research provides two basic forms such as exploratory and specific.
Secondary data: It refers to that type of research which is based on previously conducted
data. These type of researches includes internet search, many journals, articles and published
data by Govt. etc.. these type of researches contains very low cost and less time consuming
process.
Cost and ethical consideration: It refers to most important part of research that assist
project makers to apply ethics on all stages, like planning, executing and analysing the
information. Ethics defines a set of procedures which states what is wrong and right while taking
decisions to conduct research. In addition to this, before designing the activities to conduct
research, it is also essential to consider potential cost, requires for carry out whole procedures.
In context with present research, both primary and secondary techniques are used to
gather information. In primary research, questionnaire method is used, which contains a number
of questions related to mentioned topic. It may be in printed form or may be emailed to
respondents. The respondents have to answers the questions mention in the questionnaire as per
own manner. This would aid researchers to ascertain impact on fashion industries on changing
behaviour of customers and respective organisation (M&S). While, secondary techniques are
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used to conduct literature review, where some articles have been selected to address research
objectives.
Questionnaire
Name:
Age:
Gender:
Q1) Do you think entry of fashion industries impact on social behaviour of people?
a) Yes
b) No
Q2) Is changing behaviour of customers affect sales performance of fashion industries?
a) Yes
b) No
Q3) What are the main challenges M&S face due to entrance of international brands in
same marketplace?
a) Changing behaviour of customers
b) Decreasing sales performance
c) Remain competitive at marketplace
Q4) What are the opportunities people gain with emergence of global organisations?
a) Get a range of fashionable products
b) Purchase products on desirable rates
c) Improving living standardisation
Q5) Which is the most essential factor that M&S needs to concern while developing
strategies?
a) Promote Brand
b) Maintain competitive edge
c) Foster customer relationship
Q6) Which are the main strategies that makes M&S to remain competitive at
marketplace?
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a) Creating innovation in business as per latest trends
b) Promoting business in international marketplace
c) Dynamic Organisational Policies
Q7) Are you satisfied with fashionable products offered by M&S in international
marketplace?
a) Yes
b) No
Q9) Provide some recommendation to M&S to improve and enhance its sales
performance, to remain competitive at international marketplace...
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CHAPTER 4: TIME LINE OF RESEARCH ACTIVITIES
In order to complete a research and obtain specific outcomes in set duration, researchers
use two techniques. It includes Work Break-down Structure and Gantt Chart, as explained
below:-
WBS refers to the work break down structure which means dividing the whole work
project by a organization into similar tasks. Dividing of whole project in smilier task makes the
work easy and manageable. Usually the project manager use this method to make the work
simpler. There is no hard and fast rule of diving work under this method (Zhang and Kim, 2013).
If the method was efficiently adopted by managers then it determine the success of project. There
are few reasons to adopt this method such as accurate assignment of responsibility to whole
team, measurement of time, cost and risk, etc..
Gantt chart is a type of bar chart which used to illustrating the schedule for a project. It
can be used for every type of projects. By the help of that chart project managers can track
progress of project at every level, anytime. The simplest type of tool for creating Gantt chart can
be Microsoft excel, many more other software can be used as per choice of chart creator and
according to requirement (Fernandes, 2013). Identifying the level of detail required in the project
schedule is the key when selecting a suitable Gantt chart tool for the project.
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CONCLUSION
It has evaluated from this research that due to rise of globalisation, companies dealing in
international marketplace, not only gain benefits but also face various challenges. In this regard,
enhancing sales performance, customer base, high profitability etc. are considered as
opportunities, companies can gain by expanding their businesses across boundaries of nation.
While dealing with changing behaviour and demand of customers is considered as main
challenges, especially for fashion industries to remain competitive at marketplace.
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REFERENCES
Books and Journals
Bertoli, G., 2013. International marketing and the country of origin effect: the global impact
of'made in Italy'. Edward Elgar Publishing.
Fernandes, C., 2013. Analysis of counterfeit fashion purchase behaviour in UAE. Journal of
Fashion Marketing and Management: An International Journal. 17(1). pp.85-97.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Kamal, S., Chu, S. C. and Pedram, M., 2013. Materialism, attitudes, and social media usage and
their impact on purchase intention of luxury fashion goods among American and Arab
young generations. Journal of Interactive Advertising. 13(1). pp.27-40.
Kim, A .J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research. 65(10). pp.1480-
1486.
Kim, K. H., and et. al., 2012. Increasing customer equity of luxury fashion brands through
nurturing consumer attitude. Journal of Business Research. 65(10). pp.1495-1499.
Phau, I., Teah, M. and Chuah, J., 2015. Consumer attitudes towards luxury fashion apparel made
in sweatshops. Journal of Fashion Marketing and Management. 19(2). pp.169-187.
Zhang, B. and Kim, J. H., 2013. Luxury fashion consumption in China: Factors affecting attitude
and purchase intent. Journal of Retailing and Consumer Services. 20(1). pp.68-79.
Online
Consumer attitude and communication in circular fashion. 2019. [Online] Available Through:
<https://www.emeraldinsight.com/doi/full/10.1108/JFMM-08-2017-0079>.
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