Digital Transformation of Fashion Ltd: A Business School Report

This report analyzes the digital transformation of Fashion Ltd, a sports apparel retailer, as it navigates the challenges of digital disruption. The report, based on a case study, outlines the company's shift from a traditional approach to a data-driven business model, focusing on seven key tasks. These include the case for change, capturing insights through market analysis and competitor research, making fast decisions, acquiring and engaging tech talent, creating a digital-ready culture, fostering collaboration, and selecting effective leaders. The report explores strategies such as blockchain, IoT, and AI for market analysis, as well as approaches for talent acquisition and retention. It emphasizes the importance of a digital-ready culture and leadership in driving successful digital transformation, providing insights into the challenges faced and the strategies employed by Fashion Ltd to remain competitive in the evolving digital landscape. The report highlights the significance of quick decision-making, understanding market trends, and adapting to the changing consumer behaviors in the digital era.

BPP Business School
Module Name Leading Through Digital Disruption
Student Reference
Number
(SRN)
BP0242577
Assessment Title “case for change” – a report that presents a proposal for how to
transform a company, struggling to stay relevant in the face of
digital transformation.
Please complete the yellow sections in the below declaration :
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that
this is my original work, researched, undertaken, completed and submitted in accordance
with the requirements of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is 2506 words.
Student Reference Number: BP0242577 Date: 29th April,2021
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assessments and awards for programmes.
Please note that by submitting this assessment you are declaring that you are fit to sit this
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Table of Contents
Executive Summary:..................................................................................................................3
Introduction................................................................................................................................4
Task -01:.....................................................................................................................................5
The case for Change...............................................................................................................5
Task-02:......................................................................................................................................6
Capture Insights:....................................................................................................................6
Task-03:......................................................................................................................................7
Make Fast Decision:...............................................................................................................7
Task-04:......................................................................................................................................9
Acquire and engage Talent:...................................................................................................9
Task-05:....................................................................................................................................11
Create a Digital-ready culture:.............................................................................................11
Task-06:....................................................................................................................................12
Steer Collaboration...............................................................................................................12
I. Creativity 365............................................................................................................12
II. Quire......................................................................................................................13
III. Slack.......................................................................................................................13
Task-07:....................................................................................................................................13
Select Your Leader...............................................................................................................13
Conclusion................................................................................................................................14
Reference..................................................................................................................................15
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Executive Summary:
The purpose of this report is to analyse and describe a major transformation of Fashion ltd to
digitalization from traditional approach regarding the help of seven specific tasks. In the task-
01, it will describe the approach of digital transformation of Fashion ltd and it will be
explored the business potential risks faced in term of obtaining business objectives. In task
section 02, it will be discussed the tools and techniques used for specifying the business
changes and discussed the approaches of getting inner views of competitors and macro-
economic trends. In task 03, it will be shown how leaders make a fast decision on behalf of
situation demand. Task 04 and 05 discussed the paths of creating digitally-ready culture and
approach of attracting talented workers. And Task 06 and 07 discussed the approaches of
business collaboration tools and techniques used for effective decision-making and the
essential attributes of the business transformation dynamic leaders who can effectively make
sure an efficient digital transformation of a business firm.
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Introduction
When digital technology replaces conventional business systems in activities and ways of
providing value to consumers, it is referred to as digital transformation in business. Owing to
the advent of new digital technologies, the way consumers are interacted with and data is
collected is evolving (Hanafizadeh and Kim, 2020). Modern business decisions are taken
based on big data or a large amount of data. As a result, businesses that are unable to
transform their methods of operation will find themselves out of business. Fashion, a
prominent sports apparel retailer, shifted its business portfolio to include software and AI
platforms for wellness, fitness and mentoring to maintain a healthy lifestyle, among other
things. This report will provide the public an outline of how Under Fashion's digital
transformation occurred and how this transition can be effectively handled.
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Task -01:
The case for Change:
This case study provides the public a detailed look at Under Fashion's digital transformation
from such a conventional athletic wear retailer to a world-class data-driven business. Under
Fashion, the CEO took the initiative to turn the company's business strategies and data
management framework towards a comprehensive one, to generate € 8 billion in sales and be
a world-class fashion company. Fashion launched a technical framework called "connected
fashion" into which the fashion retailer can monitor, analyze, and present information about
the different features of health and hiking trends of people of a specific area so that localized
promotional and delivery strategies can be made (Morgan and Page, 2018). Under Fashion's
CEO had a dream of expanding the company's business portfolio, so he purchased the app
"MyFashion," which has 25 million users that are used by consumers to monitor their fashion
choices and wellness efforts. Furthermore, Under Fashion partnered with IBM Watson to
develop the “Fashion Record” artificial intelligence system, which will provide a one-on-one
feel and function on lifestyle and a healthy lifestyle focused on assessment data. Around
Twenty billion people have one or further Under Fashion apps or networks (Trad, 2015). One
of the challenges faced by this company during its digital transformation journey has been
that several rivals attempted to put out several apps which were almost identical to the
application called "MyFashion" and "Fashion Record," causing Under Fashion ltd to
encounter strong competition (Wilsch, 2017). Under Fashion ltd, on the other hand, was
stayed competitive by making improvements to its offerings. adding that caused by the
sudden digital transformation of its management style, there was worker significant backlash
at Under Fashion Ltd. However, the leaders of Under Fashion Ltd announced a critical move
that mitigated the problems that came with switching to a software business.
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Task-02:
Capture Insights:
Organizations that we're unable to comply with business or market shifts or patterns,
according to history, slowly disappeared away over time. From either the fashion industry to
the tech industry, identifying market trends is important for increasing customer satisfaction.
The following are some of the strategies that Under Fashion will use to identify market
changes:
Diagram01: Approaches used in identifying a change in the marketplace.
(Source: Self-made)
Block-chain: Fashion can obtain various information about consumers’ using Blockchain
technology, like that of the purchase ledger, date, time, consumer preferences, and so on.
Internet of Things: The Internet of Things is assisting businesses in obtaining knowledge on
how consumers feel when wearing comfortable clothing (Lee, 2019). For example, NADI-F
is a type of yoga pant with a built-in sensor to assist a user in adjusting their pose whilst
doing practice. Fashion Ltd should be careful on using social marketing and maintain current
market trends so that the business can make easily change on market demand.
Artificial Intelligence: Utilizing AI in a business setting may mean gathering relevant
analysis to predict various patterns and consumer needs, as well as providing consumers with
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Artificial
Intelligence
Internet
of Things
(IoT)
Blockchai
n

relevant data about the product or service to increase sales (Kerzel, 2020). Chatbox, for
example, uses an algorithm to provide consumers with knowledge about the right products or
personalized products.
To learn more about the industry's rivals, Under Fashion's business intelligence department
and policymakers can attend technical workshops and analyze multiple business studies and
publications (Trad, 2015). Competitor social media and SEO research can assist the business
organization in gaining insight into their advantages and disadvantages. Meeting with
partners for business is the most effective way to learn about what they are doing what they'd
like to do. Examining macro-economic patterns aid business intelligence in recognizing
various forms of threats, including such capital appreciation. Cash flows and incomes are not
being produced as expected due to the economic crisis, and economic and political aspects
may assist a successful businessman in forecasting this form of risk. The best way to stay
updated with current macroeconomic developments is to read economic journals, studies, and
training courses.
Task-03:
Make Fast Decision:
Leaders are finding it more challenging to manage choices based on digital disruption since
they must collect and analyze massive amounts of data, react to changes, and influence
judgments as quickly as possible. That being said, failing to react faster to the market can
result in market failure, which is why, McGregor is a Scottish actor suggested a seven-step
framework for officials to make quick decisions that are as follows (McGregor,2011).
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Diagram 02: Seven-Step approach to make quick decisions.
(Source: Self-made)
 Simple Framework: Holmstrom (2021) suggested that When a manager finds himself
in a situation where making choices is impossible, he or she can create a clear
structure by analyzing benefits and drawbacks and highlighting the important
elements of a dilemma.
 Area: To make a significant decision, a leader's attention should be narrowed to make
minor or sequence of judgments, and running small decisions about a large issue
enhances the rate of success of every course of action.
 Finding out the pattern: Holmstrom (2021) suggested that When a manager is
evaluating a dilemma, he or she can concentrate on it so that if the issue arises again
in the potential, he or she will be able to fix it quickly.
 Use help: Consultation with knowledgeable and competent individuals would also
enable them to make every decision. Businesses should cooperate with others parties
who have significant knowledge of a specific area. That type of help would
significantly impact making an effective business decision like digital transformation.
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SimpleFramewaorkAreaFindingoutthepatternUseHelpprioritiescreatingfastworkersBeawareofbianess

 Priorities: When solving a problem, a leader must first identify the challenges and
challenges that must be tackled on account of other challenges or tasks for certain
challenges or problems not to cause additional issues (McGregor,2011). It can be seen
that which firm faces problems and tries to address the top priorities of problems
means which should be immediately solved, the business would become more
efficient to transform from traditional to digital transform.
 Creating fast workers: Workers or co-workers will be taught how to act or collect
information quickly so that they might assist the chief in a period of need.
 Be aware of biases: Leaders should be aware of various weaknesses such as
cognitive dissonance, the impact of uncertainty, and so on since these stereotypes will
lead them in the opposite place.
Task-04:
Acquire and engage Talent:
Since Under Fashion uses artificial intelligence, virtual reality, and big data to conduct
business in the wellness, fitness, clothing, and lifestyle sectors, it will involve the
participation of top tech talent in the marketplace (Blackbaud to acquire U.K.-based
JustGiving, 2017). The following is an example of a strategy in which this organization might
use to attract top tech talent.
Diagram03: Approaches used in identifying a change in the marketplace.
(Source: Self-made)
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Tech Investment
Sophisticated
Recruitment
Strategy
Searching the
internal strategy
Unite the
geographical border
Competitive
compensations and
flexible work
schedules
Competitive
compensations and
flexible work schedules
Designing a
challenging
career path

 Tech investment: Because of this, Under Fashion must ensure that standard
scientific equipment is common in the workplace (Wu, Ma, and Zhuo, 2017).
Under Fashion should produce videos and photographs of their facilities
available on their social media websites pages so that representatives can
select the best job for them.
 Sophisticated Recruitment strategy: Algorithms in software like iCMSI,
Ultipro, and Zoho Recruit will find the best prospects for any job in
accordance with the needs given (Wilsch, 2017). HR at Under Armour will
determine the best pool of applicants by analyzing thousands of CVs,
applicant knowledge, and the resultant impact on requisitions for tech talent
from various sources.
 Searching the internal source: to look for existing technology professionals
for unfilled posts and it has many benefits for the company, including existing
workers knowing the regulations and also the internal office atmosphere easier
than newcomers under The Fashion not having to pay for a new hiring
process.
 Untie the geographical borders: Jobs in technology do not require a person
to sit at a desk, and the top tech applicants can indeed be found everywhere in
the globe (Wilsch, 2017). As a result, Through Fashion should not restrict its
quest for technical talent to a particular geographical area.
 Competitive compensation and flexible work schedules: Under Fashion
should establish a fair compensation plan, as well as policies on increments
and performance-based pay (PRP), to encourage applicants to join the
business (Wu, Ma, and Zhuo, 2017). Since several individuals prefer more job
satisfaction to a check, this organization should perhaps maintain workplace
flexibility.
 Designing a challenging career path: Best tech talent has often been looking
for exciting and demanding careers, which is why they often move companies
or firms (Hölzle, 2010). As a result, Under Fashion should structure its
initiatives and responsibilities in such a sense that tech talent can put their
knowledge to the test in a variety of settings. It'll also aid in the long-term
retention of talented workers.
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Task-05:
Create a Digital-ready culture:
A digital-ready culture is built on universal interests and inspires employees to complete
higher in terms of creativity and development (Sutton, 2017). Explicit and implicit leaders are
responsible for ensuring a digitally-ready community in the Under Fashion environment by
following these three steps:
Diagram 04: Creating Digital Ready Culture Process
(Source: Self-made)
 Ensuring experimental and data-driven practices: Employees can think and work
creatively as a result of the traditions of doing experimental work in any project
(Seidenwurm and Breslau, 2018). Allowing workers to make data-driven decisions
and creatively finish tasks improves the organization's performance rate by 76%.
Furthermore, the above strategies descriptive method, successful decision-making.
 Creating cross-functional projects with modern communication systems:
Customers are often given priority by cross-functional teams, thanks to successful
methods of communication (Piliugin, 2019). Experts from various genres collaborate
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Ensuring
experimental and
data-driven practices
Creating cross-
functional projects
with modern
communciation
system
Providing digital
training to the
employees

in a digitally transformed business, and the existence of a good communications
network will foster strong work relationships, due to greater group results.
 Providing digital training to the employees: Professionals and specialists should be
able to easily understand what the organization expects of them in the workplace if
training programs are designed around the goals of developing a digital-ready
community (Piliugin, 2019). Furthermore, a learning approach (both online and
offline) ought to be in place so that staff can experience the instructor's zeal at their
leisure.
Task-06:
Steer Collaboration:
Some communication tools, such as Quire, Slack, and Creativity 365, should be used in
Under Fashion's environments to get others to respond to decision-making while also
allowing managers to see the subordinates' contributions (Tebbutt, Johnston and Steer, 2012).
The following is a brief overview of the above tools:
• Diagram 05: Tools used for steer collaboration
(Source: Self-made)
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Tools used
for steer
collaborationQuire Slack
Creativity
365