Strategic Analysis of Fashion Industry Trends and Future Scenarios

This report provides an analysis of the fashion industry, focusing on current trends such as fast fashion and influencer marketing. It examines mega trends, including the impact of COVID-19 on companies like H&M, and discusses plausible future scenarios for the industry. The report explores the influence of star endorsements, revivals, and technology on fast fashion, and considers the impact of these trends on costs, market share, and the overall environment. The report concludes with a reflection on the process of creating an infographic to represent these findings, highlighting the challenges and learning experiences involved in data analysis, information synthesis, and visual communication.

GLOBAL STRATEGY

Table of Contents
PART 2............................................................................................................................................3
Trend in fashion industry............................................................................................................3
Mega Trend in fashion industry..................................................................................................4
Plausible scenarios .....................................................................................................................4
Impact on future environment.....................................................................................................4
REFERENCES................................................................................................................................7

PART 2
Trend in fashion industry
Fast fashion is generally used term in regards of different designs which generally comes from
the catwalk to quickly capture the eye of fashion trend in the nation. Fast fashion can be define
as a fashion which is trending in different fashion week in the nation. There are variety of the
different type of trend which is prevailing in the market, in term of fast fashion. Some of the fast
fashion trends which can be proved as driver are as follows:
Stars influencer: It is the first trend which is prevailing in the Fast fashion in the current
scenario, as it has been seen that star endorsing the different brand help the company in driving
the consumer interest toward there product in the organization (Statovci, 2018). K-pop stars are
some of them who has influenced good amount of interest of different influencer. In coming
future it may happen that more number of the star are influenced.
Revivals and nostalgia: It is another trend which is prevailing in the market, as any
infamous dress which is wore by any celeb and it got good response, then it generally started
trending in the market. Example of the same is summarized in below pic.
Technology: Technology has also trending high in fast Fashion industry. As there are many
different hypothetical dresses are made and offer in the market to the consumer.

Mega Trend in fashion industry
Covid 19, is one of the biggest event which will be impacting the operation of variety of the
organization in the long run. H&M also has to consider the same (Woodside and Fine, 2019), as
it will be bringing the good sort of the impact on the operation of H&M as well. Some of the
Impact are as follows:
Hygiene and health concern, organization has to make sure that they used to maintain a good sort
of hygiene in the organization, as it is the one thing which is consider by the consumer.
Non presence of money, another impact which will be brought by Covid 19 on the organization
as impact of Covid 19 in the market will eventually result in reducing the amount of the money
which is left in the economy for the consumer.
Plausible scenarios
Looking at the Plausible scenarios of H&M in the coming year, it can be said that
organization will be able to improve the market sharing and position of the company in the
coming year. Also there is plausibility that organization may have to face the issue of completion
as well. Reason behind the same is follows:
In the year 2017-18 H&M decided to bring some sort of the changes in their strategy in
regards of achieving the goal and objectives of the business. Changes were in context of moving
more toward the digital platform as there were good user to be touched with the help of online
platform. In the current scenario organization is suffering a bit in the competition at digital
platform as there are many renowned company over their already but with the help of continues
innovation organization may able to overcome the same. (Hall, 2018)
There are many different organization who are entering into the industry with no physical
presence with the help of social media which help them in keeping the cost at low. This will
create the issue of competition to be faced by the organization in the long run.
Impact on future environment
Cost of company will enhance: As there is good trend of having celeb endorsing the
company for doing the same in the organization, Cost of the company in the market will be
increasing as company has to pay good amount of loyalty fees to different star in the market.
Also, maintaining a good sort of the hygienic situation in the workplace will eventually ask the

company in procuring the variety of the different type of resources, this will eventually increase
the cost of the company as well in the organization.
Market share: In the coming future organization has to make sure that they used to bring
the good amount of the innovation in the market to maintain the market area coverage of the
company. As there is increase in the competition in the market, this will eventually bring the
good amount of the impact on the market area coverage of the company in the long run
(Ledezma, 2017).
REFLECTION
Constructing a Infographic was a processed based activity and taken me through the variety of
the different aspect of infographic as well.
Initial stage, I can say that I have really started the work form Zero, as it was the first
time I was making the infographic for the very first time. In the initial stage I started sourcing the
variety of the trend and mega trend which is prevailing in the market with the support of variant
sources which are available. Also, I started to gather the variety of the different type of images to
represent the variety of the different type of the information which has been gather by me in the
research. I have also get checked all the sources from which the variety of the different data in
regards of the Infographic which was selected by me.
After that in the second stage of making a infographic I have analysed all the data to find
out the different data which has to be presented in the infographic, these was done by me by
evaluating the different information which has been collected and interlinking all the information
with the outcome in a way that it used to give the good sort of the information to address the
variety of the thing in regards of the trend and mega-trend which are prevailing in the market in
the current scenario. This has provided me with the information that brand endorsement and
technology are some of the trend which are prevailing in the Fast fashion market, at the same
time COVID 19 is one of the mega trend which is prevailing at the market place. At the same
time it was the only stage where I have selected the few pic out of all the pic to be showcased in
the infographic. This is the only stage where I have also evaluated the different information
which was gathered by me and on the basis of the same I have tried to find out the impact which
will be brought by these factor upon the performance of the business. Impact derived were cost

of the company will be enhanced at the same time Market share of the company will also see
good sort of the impact due to increasing competition in the market.
In the last stage I have started making the Infographic it is the stage where I have taken
help of showcasing the different information in a presentable way so that different reader can
understand the same very easily. It was well supported by the photos and the pic. Making a
infographic in the project was getting difficult for me in the initial stage but with the help of the
tutor and senior I was able to understand the different aspect of the infographic and on the basis
of the same it really got easier for me to complete the infographic on time in project.

REFERENCES
Books and Journals
Books and Journals
Statovci, A., 2018. Sustainable fashion.
Woodside, A.G. and Fine, M.B., 2019. Sustainable fashion themes in luxury brand storytelling:
The sustainability fashion research grid. Journal of Global Fashion Marketing. 10(2).
pp.111-128.
Hall, J., 2018. Digital Kimono: Fast Fashion, Slow Fashion?. Fashion Theory. 22(3). pp.283-
307.
Mahoney, M., 2018. The latest fashion trend: water sustainability and social ethics (Doctoral
dissertation).
Ledezma, V., 2017. Globalization and Fashion: Too Fast, Too Furious. Laurier
Undergraduate Journal of the Arts. 4(1). p.9.