Significance of Employee Motivation in Fashion Retail Operations

This report critically analyzes the significance of employee motivation within the fashion retail sector, emphasizing its impact on operational efficiency and overall business success. The study, based on secondary data analysis, explores the crucial role of motivation in enhancing employee productivity and performance, highlighting the benefits such as improved revenue, competitive advantage, and reduced employee turnover. The report delves into motivational theories like Maslow's Hierarchy of Needs and Herzberg's Motivation-Hygiene Theory, offering practical insights into how fashion retail organizations can effectively motivate their employees. It examines the importance of both intrinsic and extrinsic motivation and emphasizes the interrelation between employee satisfaction, performance, and business growth. The report concludes with a discussion on strategies for fostering a motivated workforce, including equal opportunities, recognition, and team-building activities, to achieve organizational goals and sustained success in the competitive fashion retail industry.

Analysis of only Secondary
Data

ABSTRACT
Employee motivation is a very essential aspect for each and every organisation operating in
fashion retail industry. In current competitive environment, fashion retail industry is highly
growing sector and high number of competitors are existing within it. Number of big brands are
offering their products in the industry. This report intends to analyse the significance of
employee motivation improving operations of fashion retail sector. Changing trends, needs and
preferences of customers makes it necessary for every organisation to maintain its position in
market by introducing highly innovative products and services. The purpose of this report is to
understand the entire concept of employee motivation for running operations effectively fashion
retail industry. It also aims to ascertain role of employee motivation in enhancing their
productivity and its significance in operations of the company.
Apart from this, the impact of motivation on employee performance and business growth
is also evaluated in the dissertation. This study is based on qualitative approach in which the
secondary research is conducted and data is gathered through using various online sources
including books, journals, previously published reports, newspapers etc. The data collected from
all these sources will be analysed in order to draw valid conclusion of the research. By analysing
the data, it has been found that motivation is very important aspect within an organisation and it
is very necessary for the management of business to ensure that all the employees are motivated
and satisfied at workplace so that objectives of firm can be attain and growth and success can be
accomplished. The study found that performance of an organisation is highly linked with the
motivation level of employees.
Motivated employees contribute in improving performance of company. It has also been
found from the study that a firm can gain various benefits by keeping employees motivated and
satisfied at workplace. These benefits include improving performance, maximize revenue,
competitive advantage, less turnover, accomplishment of organisational objectives etc. Treating
each individual equally at workplace, providing them with equal opportunities, reward and
recognise employees constantly for their work, developing trust among employees and provide
them with sense of security are some ways through which an organisation can motivate its
employees in an effective and efficient way.

Table of Contents
ABSTRACT.....................................................................................................................................2
PART 2............................................................................................................................................4
RESULTS AND FINDINGS...........................................................................................................4
ANALYSIS/EVALUATION OF RESULTS/FINDINGS..............................................................7
CONCLUSION..............................................................................................................................12
RECOMMENDATIONS...............................................................................................................13
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17

PART 2
RESULTS AND FINDINGS
By the analysis of secondary data on the topic: 'to understand the overall concept of
motivating the employees for smooth working of the fashion retail industry ' it has been find out
that motivation is very crucial aspect for an organisation as it leads to improve its performance.
Employees with high motivation level are inspired by their work. Motivated employees are the
direct outcome of their sum of interaction with the manager. In the fashion retail industry,
employee motivation is very important as it allows management of firms operating in sector to
mitigate the goals of company (Afsar, Badir and Kiani, 2016). By analysis, it is determined that
without a motivated work place, a business entity could be placed in risky position. If motivated
workforce is available within the organisation, it can lead to improved productivity and enable
the company to accomplish huge outputs. There are various benefits that the motivated
workforce brings within the organisation. These benefits include increased commitment of
employees towards firm as when they are motivated to perform their duties, they will put their
full efforts in performing the duties assigned to them. The another benefits includes improved
satisfaction level of employees as it leads fashion retail firm towards positive growth. Motivation
also improves the efficiency level of employees. To get good results for the company, an
employee requires to have appropriate balance between the capability of performing an assigned
task and the willingness to want to carry out that task.
For improving the motivation level of employees, there are various motivational theories
that can be applied by the management of organisations operating in fashion retail industry.
These theories include Maslow’s Hierarchy of Needs theory, Herzberg’s Motivation- Hygiene
Theory etc. Proper application of these theories helps fashion retail organisation in improving the
motivation level of employees by satisfying their need (Amin and et. al., 2014). From the
analysis, it has been identified that Maslow’s Hierarchy of Needs theory includes five levels of
needs that needs to be satisfy by an employer in order to keep their employees motivated. These
are the very basic needs that are required by an individual for his/her survival. According to
secondary data analysis, it has been find out that the very basic and the initial need required by
an individual is physiological need in which a person requires food, water and shelter to ensure

their survival. Fashion retail organisations can fulfil this need by providing employees with
appropriate wages and salaries that are sufficient enough to spend their life well (Bakker, 2015).
The second need is about the safety of individuals who are working in the organisation.
By satisfying this, an employer can get the benefit of having loyal and committed workforce
within firm. It is the responsibility of fashion retail organisation to provide appropriate safety to
their employees by providing them with training regarding how to handle the technical tools and
operate the processes. Social need is the third one which is associated with love and
belongingness that an individual requires from everyone. The feeling of acceptance from others
helps in satisfying this need. As per the analysis, it has been find out that an organisation can
fulfil social need of employees by conducting regular group activities and meetings within firm.
This will provide an opportunity to employees to interact with other members and develop good
relationship with them. Then comes the fourth need, i.e., esteem need which is required by each
and every individual after attaining the certain level or at certain position. An organisation can
satisfy this need by providing employees with rewards and recognition which helps in creating a
sense of belongingness and satisfaction among employees and they are more directed towards
attainment of goals and objectives of company (Barrick and et. al., 2015). The last need, i.e.,
self-actualization need can be fulfilling by organisation by promoting an employee to upper level
and providing an employee with challenging job that will enhance self-actualization needs of an
individual. Fulfilment of all these needs will helps organisations operating in retail fashion sector
to motivate employees and encourage them to work productively within firm.
From the analysis, two types of motivations are identified including intrinsic and
extrinsic motivation. The employees are motivated intrinsically when they do the task of their
choice or find it interesting. In the fashion retail industry, the employees get intrinsic motivation
when the manager assigned them with task according to their skills and abilities or the task of
their interest area. By doing this, the employees will get motivated intrinsically and perform their
assigned work effectively. Extrinsic motivation is related to doing a task for getting external
reward or avoid any kind of punishment. By the analysis, it has been determined that it is much
beneficial for an organisation that employees are motivated intrinsically, instead of extrinsically
as it is crucial for the survival and success of a company operating in fashion retail industry
(Caillier, 2014). If an organisation provides recognition and praise to employees, then this will
increase their self-efficacy by verbal persuasion and make them more confident to perform their

job effectively. It also makes the employees feel appreciated and respected, and will ultimately
produce good output in their jobs.
By analysis of secondary data, it has been determined that employee motivation and
performance are highly interlinked with each other as motivation boost the morale of employees
which ultimately supports organisation in attaining goals and get success. Motivated workforce
is constantly looking forward to enhance their work performance which leads to improve in
performance of organisation. Motivation brings high performance of employees within
organisation. Motivation highly contributes in improving the productivity of employees in
fashion retail industry as due to this, they feel satisfied and work enthusiastically towards
attaining common goal of company (Cozza, Rabellotti and Sanfilippo, 2015).
Employee satisfaction is also a crucial aspect that needs to be taken into consideration by
business entities dealing in fashion retail sector. This will help them in retaining employees
within firm for longer term. In order to satisfy employees, the firm like Hennes & Mauritz
provide training session to its employees which supports in enhancing their skills and capabilities
and make them enable to perform their duties well. This will increase the confidence level of
employees and makes them feel valuable within firm. Apart from this, training provides them
with an ability to handle difficult situation in an effective and efficient way and accomplish the
pre-determined goals of company. The another approach that is utilize by fashion retail
organisations to enhance performance and motivation of employees is to provide them with
feedback regarding their performance. This will help employees in knowing about their weak
areas and working upon them in order to improve those. This enables them to work in more
effective way, which enhance their morale (Epstein and Buhovac, 2014).
By secondary data analysis, it has been identified that the performance of employees is
improved by various factors including communication of clear expectations to workers, taking
measures to improve morale of employees, provide them with development opportunities,
empower them to work well, providing employees with regular short breaks, treat all employees
equally, provide them with sense of satisfaction and belongingness etc. All these are the factors
which highly contributes in improving the performance level of workforce within fashion retail
industry. Encouraging team working within firm enable employees to work in coordination and
cooperation with other people. This helps in enhancing abilities of employees and make them
enable to perform complex tasks in better manner. Team working enhance the confidence and

motivation level of workforce which ultimately improves their performance. Apart from this, it is
very necessary for organisation to take steps for improving morale of employees as this increases
the chances of employees to perform if they are satisfied with their job. So, taking various steps
to improve morale of employees is the another factor that contributes in improving their
performance level. Providing clear roles and responsibilities to employees according to their
skills and competences is also the factor that enhance workforce performance (Ford, 2014).
In addition to this, treating employees equally and provide them with equal growth
opportunities to grow and develop is the another factor which enhance the performance of
employee in organisations dealing in fashion retail sector. If organisation provides equal salaries
to all the employees working at same level, then it creates trust and respect among them towards
the employer and it results in their increasing commitment towards organisation. Moreover,
conducting continuous group discussion and meetings will help in enhancing communication
among employees and they enable to share their opinions and views with other people. This also
encourage innovation and creativity within firm and allow workers to work more creatively
which leads the organisation towards growth and success as well as improves its productivity and
performance level (García and et. al., 2014). In addition to this, if manager of fashion retail
organisation provides employees with regular short breaks, then it will help employees in
performing their duties more productively and attain firm's goals. So, all these are the factors
which helps in improving the productivity level of employees along with their performance. By
analysing the secondary that, it has been find out that motivation is the most crucial aspect of
company which is operating in fashion retail sector as it is the factor that leads firm towards high
growth and success. So, it is necessary for the manager of an organisation to ensure that
employees are stay motivated within the organisation as it supports in retaining them for longer
term. Apart from this, motivated workforce provides an organisation with various benefits
including improving productivity, gaining competitive advantage over rivals, leads it towards
higher growth, maximise revenue, develop healthy culture within firm and so on (Gerhart and
Fang, 2014).
ANALYSIS/EVALUATION OF RESULTS/FINDINGS
As per the above discussed result and findings, it has been analysed that employee motivation is
very crucial aspect for an organisation as it helps in improving productivity and performance of
company. It is very necessary for the management of a business entity to keep their employees

motivated and satisfied in order to attain predetermined goals and objectives of company. It has
been evaluated that the contribution of employees is high in the organisation in terms of attaining
growth and success, so it is crucial for them to stay motivated. If the employees remain
motivated in the organisation, this helps in increasing the performance of its operations.
Effective operations of company lead it towards attainment of high profitability. In the fashion
retail industry, motivated employees will help in deriving higher customer satisfaction. The
growth and success of fashion retail industry is highly relying on its employees as service quality
is the main criterion of excellence for the retailers (Hameed, Ramzan and Zubair, 2014).
Apart from this, the service quality is entirely relying on the service providers, that is,
employees. Thus, in fashion retail industry, employee motivation is very crucial. For the
organisation like Hennes & Mauritz, there are various ways that can be adopted by firm in order
to motivate its employees. Fashion retail industry is a highly competitive sector to work in in and
there are various factors that influence the motivation level of employees. Some results and
findings, it has been analysed that it is very necessary for the fashion retailers to consider the
factors which influence the motivation of employees and address these factors appropriately to
enhance motivation of a workforce. It has been observed from the result and findings that
companies can introduce various benefits to workers in order to influence their motivation levels
(Herzenberg, Alic and Wial, 2018). These benefits can be divided into two types, monetary and
non-monetary benefits. By providing both the types of benefits to employees, the management of
fashion retail firm can motivate its employees in an effective way. In the fashion retail business,
it is very important for companies to represent their brand identity outside. Employees in an
organisation play vital role in it. They are the representatives of brand image of company. It has
been evaluated that, it is very necessary that employees are motivated both intrinsically and
extrinsically. The satisfaction level which an individual receives by performing a certain activity
on their own is intrinsic motivation. This is the internal drive of a person to learn voluntarily and
explore new things. This helps an employee in learning new things which improve the
motivation level and enable them to work effectively towards attainment of goals and objectives
of company.
On the other hand, extensive motivation is a result from outside drive which mediates the
willingness to finish a particular task (Kampkötter, 2017). Deadlines, surveillance or rewards
examples of extrinsic motivation. In fashion retail organisation, it has been analysed that some

extrinsic factors including trustworthiness of managers, positive feedback and gold directedness
supports in maintaining intrinsic motivation among employees. Task performance are defined as
the particular job requirements that an individual has to fulfil like some specific skills and
knowledge. If management of an organisation provides employees with appropriate training and
development program, then it will help in improving their knowledge and skills and also improve
the motivation level which enables them to work more effectively towards the accomplishment
of organisational goals (Kianto, Vanhala and Heilmann, 2016). This helps in improving the
behaviour of employees towards organisation and developing healthy culture at workplace. This
will also enhance the engagement of employees in activities and operations of fashion retail
company. The willingness of workforce to engage in tasks and activities and the organisational
culture that support the work environment of company helps in representing the firm in positive
way to external people. This helps in improving productivity and performance of company and
also enables it to gain competitive advantage in market. Thus, from the analysis it has been
determined that it is very important for an organisation to keep its employees motivated and
encourage them to work effectively to accomplish organisational goals.
Motivation ultimately results in improving performance of both, employees as well as
organisation. In fashion retail industry, human resource management function plays very crucial
role in motivating employees by improving their skills and abilities and providing them with
various benefits and rewards. Apart from this, values at workplace such as helping each other,
trust, collective working taken into consideration de ideas and views of others leads to a
harmonic and peaceful environment at workplace. This will also help an organisation in
improving motivation of employees. Various practices adopted by company for improving
motivation level of employees (Kim and McLean, 2014). For example: Hennes & Mauritz
administers internal training to employees on every level. The main motive of providing training
is to provide an opportunity to employees to grow and develop and they feel valued to work
within firm. This motive is achieved with promotion possibilities and internal job rotation along
with offering international opportunities to employees. In addition to this, the organisation also
renders introductory training program its sales advisors, visual merchandiser, department
managers and store managers. All this will help in improving motivation level of employees and
enable them to perform their duties in well manner (Lăzăroiu, 2015).

Hennes & Mauritz also provides incentive programme to reward and encourage everyday
commitment of employees and ensure their long term involvement within activities of firm. The
donation from board chairman will be distributed evenly among the employees, regardless of
their salary and position (Hennes & Mauritz Careers, 2020). This supports company in
motivating their employees effectively and keep them retain within firm for long term. Apart
from this, for development and satisfaction of employees, work assessment is done and
feedbacks are provided to employees so that they enable to improve their performance. The
salary reviews and annual evaluation of Hennes and Mauritz are some of the tools that company
employ to ensure growth of its employees. It has been evaluated that, for the management of
company, personal and professional development of its employees is the integral part of firm's
development. This highly contributes in growth and success of company. So, it can be said that
motivated workforce brings various benefits within an organisation. One of the benefit of
motivation includes increasing commitment of workforce towards business entity. This
encourage them to perform their assigned duties in well manner and accomplish business goals.
Improve employee motivation leads fashion firm to positive growth (Leftheriotis and Giannakos,
2014).
Maintaining appropriate balance between capability of an employee to perform a
particular task and their willingness to perform that helps in getting good results. Application of
different motivational theories like Maslow's need hierarchy theory and Herzberg’s motivation
hygiene theory helps fashion retail company in effectively improving the motivation and morale
of its employees. As per the findings and results it has been analysed that proper application of
theories helps in satisfying various basic needs of employees and develops a sense of
belongingness and satisfaction among them. This will encourage them to work in more effective
way and attain pre-set goals and objectives of business entity. It has been analysed from the
results and findings that need hierarchy theory consists of five needs which are very important
for an individual to stay motivated (Menges and et. al., 2017). It is evaluated that food, water and
shelter are the very basic needs that are required by an individual to ensure their survival. While
working in an organisation, each and every individual requires some sort of safety for themselves
as well as their family. If an organisation provides employees with appropriate safety measures,
then it will help in keeping the employees satisfied. Providing them with health benefits and

insurance, appropriate leaves, safety measures to protect themselves from incidents etc. Will help
in satisfying safety and security needs of employees.
Apart from this, conducting regular meetings, group discussion sessions etc. will also
help an organisation dealing in fashion retail industry to satisfy social and belongingness needs
of employees. Each individual wants love and protection from their close ones and satisfying this
need will help company in developing good relations with employees (Mone, London and Mone,
2018). It has been evaluated from the results and findings that at some point of time, an
individual required to be respected by others. By providing rewards and recognition to the
employees will help in satisfying esteem needs of an individual. Promoting an employee from
one position to another will help and satisfying the final need, that is, self-actualization need of
an individual. If employer being able to satisfy all the five types of needs, then it enables to keep
the employees motivated and satisfied and improve productivity and profitability of company.
The performance of an organisation as well as employee is highly interlinked with the
motivation level of workforce (Mostafa, Gould‐Williams and Bottomley, 2015). As much
motivated as the employees are in the organisation, as much is their performance level. Increased
motivation results in improve performance of workforce as well as organisation. So it is very
crucial for the fashion retail company to take various measures to improve performance and
motivation of employee. Encouraging teamwork at workplace enables collective working within
firm where all the employees work in cooperation and coordination that each other towards
accomplishment of organisational goals. It improves the confidence of employees and enables
them to improve their abilities. This will help in their personal and professional growth which
motivates employees and they feel happy and satisfied to work within organisation. It has also
been analysed from the results and findings that treating each individual equally within the
organisation and render them with equal opportunities to growth is the factor that highly
contributes in improving motivation and performance of employees. The organisation operating
in fashion retail industry will get various benefits by motivated workforce in terms of increasing
productivity, improving performance, attainment of competitive advantage over rivals in the
market, maximize revenue, creation of healthy workplace environment and many others
(Nyberg, Pieper and Trevor, 2016). All these benefits can be gained by an organisation by
keeping employees motivated at workplace.

CONCLUSION
As per the above mentioned report, it has been concluded that motivation is the inner
urge of an individual to do something willingly. In an organisation, it is very important for
management to emphasize on keep the employees motivated at workplace as this will help in
enhancing productivity and performance of both, employees as well as organisation. The
literature review section compares viewpoints of different authors on the theme which helps in
getting better understanding regarding the topic. In fashion retail industry, as the role of
employees is to directly interact with customers while offering them with goods and services of
firm, it is crucial for organisation that it ensure that employees are motivated. Taking appropriate
measures and application of motivation theory will help management to motivate employees and
encourage them to work effectively towards accomplishment of organisational goals.
There are two types of motivations through which the employees get motivated, that are
extrinsic and intrinsic motivation. The workforce gets intrinsic motivation through the work
assigned to them, the behaviour of management and other people towards them, the way an
employer treat them etc. and the extrinsic motivation get from the outside factors including
appraisals, inspiring leaders, incentives, deadlines etc. Both these types of motivation are
significant in order to enhance the operation of fashion retail firm. Maslow’s Hierarchy of Needs
theory includes five types of basic needs of an individual that needs to be fulfil by organisation
to keep the employees motivated and satisfied. These needs include physiological, security,
social, esteem and self-actualization needs. If all these needs are fulfilling by organisation, then
there are high chances to keep the employees satisfied. For an organisation, it is very necessary
to ensure that all the employees working in the organisation are satisfied with their work and are
fully engaged in the operations and activities of business.
Employee motivation and performance management are highly linked with each other. In
order to manage adequate performance within firm, keeping the employee motivated is
necessary. If employees are motivated, the management enables to manage highly skilled staff
within firm. Motivated employees provide various benefits to organisation in terms of enhancing
its productivity, improving profit ratios, provides competitive edge over rivals in market and help
it in attaining high growth and success. An another way to motivate employees is to provide
them with development opportunities such as administer them training to enhance their skills and
knowledge, conduct group discussion sessions etc. It enables employees to improve their