Research Report: Australian Fashion Industry Competitiveness Impact

This research report investigates the significance of increasing competitiveness within the Australian fashion industry and its subsequent impact on customer purchasing behavior. The study, conducted in partnership with Inditex (Zara), explores the challenges faced by the industry, including market pressure and the need to meet evolving customer expectations. The research aims to identify key influencing factors on market competitiveness, analyze challenges faced by Inditex, and recommend measurable solutions for mitigating these challenges. The report includes a literature review, focusing on keywords such as 'Fashion Brand, Competitiveness, Customer satisfaction, market challenge', and references relevant articles to support the analysis. The research highlights the importance of addressing these issues to ensure the long-term sustainability of fashion businesses in Australia.

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Report title Significance of increasing competitiveness in Australian fashion industry and its
impact on customer purchasing behaviour
Industry partner Who is your industry partner?
Inditex is the industry partner of ZARA, which is being considered as the largest
fashion retailers in the world. The aim of the company is to provide standard
quality of fashion products to the customers. It operates in 77 countries across
the world. By making the collaboration with different fashion brands Inditex has
developed its large business chain in Australian market.
Research field Customer satisfaction has become one of the important concerns in the emerging
fashion industry in Australia (Di Benedetto 2017). The purpose of this research
is to shed light on the Significance of increasing competitiveness in Australian
fashion industry and its impact on customer purchasing behaviour.
Overarching
problem
What problems is your industry partner facing?
Analysing the situation in the company, it has been identified that due to
increasing pressure as well as competitiveness, it has become challenging for the
organization to meet the needs of the customers. In such cases, restricting the
infrastructure by following the legal traffic reduction activities, it has become
challenging for the company to reform the workplace and employee condition.
What specific problem will your research project explore and try to resolve?
Due to distinctive design practices the Australian fashion industry, it has got the
international attention. It has increased the international competitiveness as well
as increasing market pressure, ensuring the customer satisfaction has become
the important concern for the organizations. The purpose of this research paper
is to shed light on the changing customer purchasing behaviour in the
competitive fashion industry.

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Why is it important to solve this problem?
Due to collapse in organizations as well as increasing competitiveness, market
pressure on the companies has not only influencing the economic growth but also
it is influencing the sustainability process of the company. In this situation, if the
pressure of textile tariff and market competition cannot be reduced, it will be
challenging for the companies to ensure ling term sustainability.
Overarching
research aim
What does your research aim to explore/investigate?
The aim of the research is to explore the emerging challenges in Australian
fashion industry. Analysing the influencing factors for market competitiveness,
the research will focus on examining its impact on customer satisfaction.
Research
questions(s)
What are your research question(s?
 What are the key influencing factors that impacts on increasing
competitiveness in Australian fashion industry?
 What are the challenges faced by Inditex in the Australian fashion
market?
 What can be the measurable recommendations for mitigating the
challenges?
Literature review:
Keywords used for
literature search
What keywords will you use?
Fashion Brand, Competitiveness, Customer satisfaction, market challenge
Literature review:
Name 2 relevant
articles
Customer satisfaction has become one of the important concerns in the fashion
industry (Chou, Chen and Lin 2015). It is true that due to increasing competition,
restricting the operational process has become necessary for maintaining the
sustainable position in the market. By continuing this, it can also be said that
improper workplace and employment condition in the industry, the service

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standard is getting compromised (Craik 2015).
Company letter See details above (read the section ‘Requirements’)

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Reference list
Chou, S., Chen, C.W. and Lin, J.Y., 2015. Female online shoppers: Examining the mediating
roles of e-satisfaction and e-trust on e-loyalty development. Internet Research, 25(4), pp.542-
561.
Craik, J., 2015. Challenges for Australian fashion. Journal of Fashion Marketing and
Management, 19(1), pp.56-68.
Di Benedetto, C.A., 2017. Corporate social responsibility as an emerging business model in
fashion marketing. Journal of Global Fashion Marketing, 8(4), pp.251-265.
Jung, S. and Jin, B., 2016. Sustainable development of slow fashion businesses: Customer value
approach. Sustainability, 8(6), p.540.