Evaluating the Impact of E-commerce on Apparel Retailing in London

This report examines the significant impact of e-commerce on the apparel retailing industry, specifically focusing on the London market. It begins by outlining the aim and objectives, which include assessing the market situation, evaluating the need for e-commerce, examining its impact on organizational performance, and recommending strategies for improvement. The research employs a mixed-method design, combining quantitative and qualitative research techniques to analyze the changing preferences of consumers and the effects of e-commerce on retail organizations. The literature review explores the growth of e-commerce platforms, the importance of marketing strategies, and the changing buying patterns of customers. It also addresses challenges such as issues with product fitting and the high costs associated with implementing new technologies. The report highlights the positive and negative impacts of e-commerce on the apparel industry, including increased market competition and the challenges faced by small-scale retailers. The findings underscore the need for businesses to adapt and integrate e-commerce strategies to remain competitive in the evolving retail landscape.

Running head: IMPACT OF E-COMMERCE ON RETAILING
IMPACT OF E-COMMERCE ON RETAILING
Name of the student
Name of the University
Author note

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Table of Contents
Introduction......................................................................................................................................2
Aim and Objectives of the research.................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research questions...........................................................................................................................4
Literature review..............................................................................................................................4
Research methodology.....................................................................................................................8
Research techniques.........................................................................................................................9
Data description.............................................................................................................................10
Validity and reliability...................................................................................................................11
Difficulties.....................................................................................................................................12
Timescale.......................................................................................................................................12
Budgetary issues............................................................................................................................13
References......................................................................................................................................14
Appendix: Gantt chart....................................................................................................................16

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Topic: Impact of ecommerce on apparel retailing in London
Introduction
The growth of the e-commerce trends in the retail markets have induced significant
modifications in the apparel industry while improving the market share and increased scope of
attracting the attention of the potential customers towards the offerings. The modifications in the
organizational operations are reliant on the efficiency of the marketing procedures. In this
connection, E-commerce provided the organizations with the opportunity of expanding their
marketing operations while making the propositions available to wider markets. It has been
observed that the revenues in the fashion segment of the apparel industry of UK amounts to US$
25,217 million in the year 2020 and is expected to grow by 4.8% within the years 2020 to 2024
with a market volume of US$ 30,362 million (Cao 2018).
The affirmative growth of the apparel industry in UK might be taken as one of the major
contributions of e-commerce developments resulting to widened market scope for growth and
expansion in the different markets. According to Bertram and Chi (2018), the growth of the e-
commerce platforms enabled the apparel manufacturing organizations in reaching out to large
number of potential customers. Moreover, Cullinane et al. (2019) opined that the growing
percentile of millennial population in UK has significantly empowered the growth of the apparel
manufacturing organizations through the use of e-commerce platforms. The increased internet
penetration in the different regions and the wider accessibility of the broadband services of a
digitalized world empowered the growth of the apparel manufacturing organizations in UK
through e-Commerce platforms.

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On the contrary, Ge, Liu and Ma (2016) reasoned that the uncertainties related to the
political reforms in UK and their deteriorating trade links with European Union forced the UK
based retailers to depend mostly on E-commerce sales. The increased dependence of the apparel
organizations in the e-commerce sales enabled the businesses in empowering and supporting
their business growth (Kim 2017). However, the small enterprises and the retail stores were
curbed of their market share in the UK economy. The growing market share of giants like
Burberry, Next Plc and Mark & Spencer in the UK markets have increased the market
competition and dominated over the SMEs in the markets. Therefore, it has been noted that the
exposition of e-commerce in the UK markets have significantly created positive and negative
impacts in the apparel industry of UK.
Aim and Objectives of the research
Research aim
The aim of undertaking the research will be to evaluate the impact of ecommerce on apparel
retailing in London
Research objectives
 To identify the market situation of apparel retailing in London
 To assess the need for ecommerce in improving the market position of the UK based
apparel retailers
 To examine the impact of ecommerce on the organizational performance of the UK based
apparel retailers
 To recommend suggested activities for the UK based apparel retailers for improving their
operations through optimum utilization of ecommerce

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Research questions
 What is the market situation of apparel retailing in London?
 Why is ecommerce required in improving the market position of the UK based apparel
retailers?
 How does ecommerce create an impact on the organizational performance of the UK
based apparel retailers?
 What are the recommended activities that might be considered by the UK based apparel
retailers for improving their operations through optimum utilization of ecommerce?
Literature review
E-commerce plays an important role in connecting the business organizations from one
nation to the entire globalized economies. According to Gallino, Karacaoglu and Moreno
(2018), ecommerce increases the market scope of the organizations while operating in different
market situations. The growth in the online shopping behavior among the millennial population
and the growing technological innovations have contributed largely to the growth and expansion
of the businesses while operating in the different markets. Chou, Chuang and Shao (2016)
opined that the effective marketing strategies of the organizations are specifically reflective of
the manner in which the sale volume of an organization might be maximized. In this connection,
the growth of the e-commerce platforms have supported the organizations in improving the
market scope while increasing the sales volume and empowering expansion in the different
markets.

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For an example, Burberry, a leading apparel manufacturer in UK, have taken the
initiative of integrating exclusively in the e-commerce platforms other than their physical stores
(Rajendran et al. 2018). The Omni-channel distribution strategy of the organization encouraged
the same in gaining a better market position in not only the UK markets but also in the
international economies. According to Luong and Wang (2019), the implementation of the e-
commerce strategy in the organizational context has supported the growth of the businesses
through making the proposition widely available to the customers. Most of the organizations in
UK and other economies have taken the initiative of integrating with different ecommerce
platforms for improving their sales while increasing the availability of their propositions in the
market.
Moreover, Bhattacharya and Mishra (2016) opined that the changing preferences and
buying patterns of the customers have largely affected the growth of the businesses while
operating as per the common goals of the venture. The modifications in the organizational
operations are reliant on the assessment of the customer dew mad and the buying preferences.
The change in the buying patterns of the customers encouraged the apparel industry in moving
towards e-commerce integration for improving the market scope. Giuffrida et al. (2019) reflected
that the increasing trend of online marketing and delivering the propositions as per the
convenience of the customers have enabled the apparel manufacturing organizations in
improving their market capability. However, most of the fashion or apparel manufacturers have
been facing issues while fitting into the specific dead of the customers. According to a study
conducted by Son, Kang and Jang (2019), more than 47% of the retailers, who integrated with
different ecommerce platforms, complained that size and color related factors which the
customers mostly desire to give a trial has affected their sales through returns. It has been noticed

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that most of the customers demanded defunds due to inappropriate fitting of the commodities or
the variation in color.
The advancement of technology has helped the online retailers in improving the
experience of the customers through the implementation of 3D images and Virtual Reality in the
applications. However, Shi et al. (2018) argued that the application of Virtual Reality in the web
portals or the e-commerce platforms requires huge investment that might not be affordable for
small retail organization. The lack of affordability of the small retail enterprises did not only
tarnish their brand value and loss of competitive vantage over the huge multinationals.
Undoubtedly the application of ecommerce in the organizational operations has enabled the
businesses in gaining a competitive edge through improved scope of marketing to wider range of
customers in the international markets. However, the cost of implementing the technologies have
incapacitated the small apparel manufacturing or selling retail enterprises in losing their existing
customer base. According to Pandey and Chawla (2018), the application of ecommerce platforms
have empowered the ability of the huge manufacturing firms in improving the rate of operations
or sales in the international markets, but have curtailed the abilities of the small scale retailers in
maintaining their existence in the markets.
Moreover, in a study Son, Sun and Hughes (2017) admitted that the larger adoption of
ecommerce by the multinational organization and the [privileges relating to convenient shopping
has already resulted to switching taste of the customers from brick and mortar to online
shopping. The specific change in the customer behavior, specifically the millennial generation,
has greatly challenged the sustenance of the small enterprises in the market. However, it is also
noteworthy, as per the research made by Nigama et al. (2017), that the growth of ecommerce
platforms have widened the scope of marketing varied range of propositions while increasing the

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competition in the markets. The technological invocations, digitalization of the platforms, better
accessibility over a wider range of propositions and the changing lifestyle patterns of the
customers are the influencers for the shift of the apparel industry from brick and mortar to online
shopping. Rajendran et al. (2018) stated that ecommerce provides the organizations with an area
of growth while improving their social presence and market share in the economies. The
convenient shopping related needs of the customers play an important role in improvising the
change in the apparel retail organizations and their adoption of the ecommerce strategy of
maximizing their reach.
The apparel retail organizations have taken the initiative of improving their market
position through their strategic integration with different ecommerce platforms. The ecommerce
platforms have specifically enabled the organizations in not only maximizing the sales revenue
but also enter new markets even in unpredictable situation of Brexit. According to Cao (2018),
the integration of the UK apparel retail organizations with the ecommerce platforms have
enabled the organizations in kai8ntaining the effectiveness of the business operations while
maximizing the sales volume of the same in the different markets. According a study a
forecasted increase to 29.6% will be encountered in UK between the years 2019 and 2024
(Luong and Wang 2019). The growing inclination of the UK population towards online
shopping have brought about significant changes in the apparel industry in the nation. It has been
observed that most of the apparel manufacturers and sellers in UK markets have taken the
initiative of integrating with the ecommerce platforms with the purpose of improving their sales
volume and the yearly margins.
The increase in the market share of the organizations and the growth of the yearly
revenuers through integration with the ecommerce platforms have clearly indicated of the

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evident change in the retail industry of UK. However, the integration with the different
ecommerce platforms have reflected intensification of market competition among the huge
companies and the existential crisis encountered by the small scale retailers in the economy.
Therefore, from the review it might be observed that the implementation of the ecommerce
strategy by the apparel retailers in UK has created positive as well as negative impact on the
overall retail industry in the markets.
Research methodology
The current study will be conducted through the utilization of mixed method design. The
mixed method design will consist of quantitative and qualitative assessment of the research
subject area. The application of the quantitative research study will support in idealizing the
changing preferences of the customers and will provide with quantitative figures related to the
impact of the ecommerce in the apparel retail industry of UK. According to Brannen (2017), a
quantitative study strengthens the basis of any research through the enumeration of different
figures which are essential in identifying the position of the study and thereby testing the
significance of the same. In this connection, the exposition of the quantitative study as a research
design would support in defining the need for ecommerce in the UK markets and the manner in
which the same has brought about significant modification in the retail apparel industry of the
nation.
Moreover, the current study would also consider the utilization of qualitative measures
which would enable in conducting an in-depth assessment of the impact of ecommerce on the
retail organizations. The qualitative research methods specifically aims at deconstructing the

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social paradigms and assess through critical observational skills (Hammarberg, Kirkman and de
Lacey 2016). Therefore, the exposition of the qualitative methods in the current research would
support in identifying the major impacts that are created by ecommerce in the performance or the
market environment of the businesses. Edmondson and Zuzul (2017) stated in a research that the
application of qualitative methodology in a research would enable a researcher in developing
cognition on the different issues relating to the research topic and thereby make an in-depth
assessment of the causes. Moreover, it has been observed that the exposition of qualitative
research assists in idealizing the key aspects of change that might be considered with the purpose
of improving the current position or mitigate the issue. In this connection, the implementation of
the qualitative research methodology in the current study would permit in identifying the specific
problems that are being faced by the retail organization through the use of ecommerce and the
manner in which the same might be mitigated.
Research techniques
The research techniques play a vivid role in empowering a study while aligning the same
with the objectives. The research techniques support in identifying the activities that a researcher
might conduct with the purpose of completing the study while addressing the questions. In this
connection, the current study will be conducted through surveys and interviews. Surveys will
take the form of quantitative analysis for the research where data will be driven from 100
conveniently chosen UK customers. A questionnaire consisting of 10 close ended questions
would be circulated among the customers through the utilization of electronic medium and their
responses will be gathered and analyzed for identifying the need of ecommerce in the markets.
The survey analysis would assist in identifying the major trends that are shaping the retail
apparel industry in UK and determine the percentile of people engrossed in online shopping.

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According to Yousefi Nooraie et al. (2020) , the assessment of the decisions of the respondents
through surveys assists in conceptualizing figures that adds value to the research while
providing a basis for the interpretation and analysis of the overall results. Moreover, Bryman
(2017) opined that the larger sample sizes selected in the surveys assists in ensuring significant
values while assessing the crisis more closely. The application of the quantitative questionnaire
in the context of the research study aimed at identifying the inclination of the customers towards
online shopping. The assessment of the shopping preferences of the customers would allow in
identifying the need for organizations to integrate with different ecommerce platforms.
Moreover, interviews will be conducted with different marketing managers from three
different apparel retailers in UK. The interview with the managers will be conducted through 6
semi structured open ended questions. The responses from the managers will be gathered and
analyzed with the purpose of developing an in-depth recognition of the issues and benefits that
are being faced by the same through the organization’s integration with different ecommerce
platforms. According to Almalki (2016), the interviews specifically aims at identifying the
issues and the recommended activities that are being planned by the interviewees in their
respective positions. In this connection, the interview will not only identify the different
challenges that are being faced by the organizations through the ecommerce integration but also
idealize the future steps that are being strategized by the same while operating as per the
common goals of the venture.
Data description
The data from the surveys will be analyzed through the utilization of Excel and SPSS for
running a correlation and regression between the two variables, e-commerce and the
performance of the apparel retailers in UK. The overall assessment of the survey results would

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allow in developing an idea on the consumer preferences and the manner in which their
inclination has evoked the need of ecommerce integration among the apparel retailers in UK.
The survey questionnaire would specifically assess the preferences and the expectations of the
consumers while identifying the ecommerce integration based needs of the apparel retailers. On
the contrary, the analysis of the responses gathered through the interviews would enable in
identifying the different steps that are undertaken by the apparel retailers with the purpose of
adhering to the changing preferences of the customers through ecommerce integration and the
challenges that are being encountered by the same throughout the process. The interviews would
specifically enumerate the benefits and challenges that are encountered by the apparel retailers
while integrating with the ecommerce platforms and the future steps that are being strategized by
the same to adhere to the changing preferences of the consumers. Therefore, the overall analysis
of the data that is gathered through the imposition of the mixed methodology would support in
developing a coherent study while assessing the benefits and challenges that are being faced by
the apparel retailers through ecommerce integration. Moreover, the study also aimed at
identifying the future roles and activities that might be considered by the businesses for
improving the operational criteria. The overall research study will be aiming to identify the
different changes in the organizational operation and the manner in which ecommerce adoption
by the organizations would enable in adhering to the changing needs of the customers.
Validity and reliability
The validity of a research plays an important role in checking the credibility of the
sources while applying the same in the context of the research study. The utilization of valid and
relevant sources of data encourages an unbiased outcome of the study while addressing the
research questions and objectives. According to Agag et al. (2016), validity is specifically an