Understanding the Global Customer

1
1 1545217/3
UNDERSTANDING THE
GLOBAL CUSTOMER'S

2
2 1545217/3
EXECUTIVE SUMMARY
Needs of each consumer is different hence it is very difficult for clothing companies to meet
requirement of each consumer. Changing trends make changes in the behaviour of consumers,
and they don’t buy then such old fashion goods. There is required to implement correct measures
so that wastage can be reduced which will give positive result in economic development of
nation. Organizing survey is the great strategy that can help the country in controlling over such
issues and minimizing wastage.

3
3 1545217/3
TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A. Challenges faced by the committee from the behaviours of consumers:................................1
B. Recommendations towards the environmental damages:.......................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

1
1 1545217/3
INTRODUCTION
Global customers refer to those customers living in the different countries of the world
and have the same wants and needs of products from which the company is manufacturing which
is given by the international companies in the international market (Ramanathan and et.al.,
2017). We are discussing how the customer's behaviour affects the international companies in the
global market. There are various recommendations taken by the fast fashion to change the
attitudes of the customers towards their products. Various steps taken to protect from the
damages of the environment in the clothing industry. There are various challenges faced by the
committees from the behaviour of the consumers that affects the environments negatively. The
consumers purchase more and uses less this will result in the wastage's of the clothes and
pollutes the air and water in the environment. Various recommendations are taken for changing
the attitudes of the consumer towards the protection of nature and environment.
A. Challenges faced by the committee from the behaviour s of consumers:
The nature and scale of the business is that heavy consumption of the clothes by the
customer but lesser use of it damages the environment adversely. Mostly customer purchases the
clothes but uses them only for one time and the results it will increase the green houses gases, air
and water pollution in the environment. So the competition is increasing because of the growing
population in the world enhance the company to decreases the cost of the products. In the fast
fashion increasing competition between the retailers of the various companies they have to
change the process and strategy to remain in the business. It will also reduce the cost of the
labour in the company. The over consumption and lesser use of clothes creates the problems of
wastages of millions of the cloths worth of $140m in all over the world. The consumer purchases
the cloths in larger quantity and uses only for once then dumped in the landfills it will pollute the
land and water heavily and affect the environment (Abedin, 2015). So there is need to improve
the behaviours of the consumers that they will not harm and damage the nature. The fast fashion
focuses to increase the sales of their products and services, but they make marketing process and
strategies effective which protects the environment of world and country both by spreading
awareness among the customer that they do not damage the environment by wasting the clothes
after single use because it will damage the environment and creates the land pollution (Ahrens
and et.al., 2016). The behaviour of the customer affects the business of fast fashion and
environment due to excessive purchase and bad buying habits. Fast fashion produces their