Analysis of Global Customer Behavior and Fashion Industry Trends

This report delves into the intricate relationship between global customer behavior and the fast fashion industry. It highlights the challenges faced by the industry due to changing consumer trends, including overconsumption and the resulting environmental impact. The report examines the negati...Read More

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UNDERSTANDING THE
GLOBAL CUSTOMER'S

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EXECUTIVE SUMMARY
Needs of each consumer is different hence it is very difficult for clothing companies to meet
requirement of each consumer. Changing trends make changes in the behaviour of consumers,
and they don’t buy then such old fashion goods. There is required to implement correct measures
so that wastage can be reduced which will give positive result in economic development of
nation. Organizing survey is the great strategy that can help the country in controlling over such
issues and minimizing wastage.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A. Challenges faced by the committee from the behaviours of consumers:................................1
B. Recommendations towards the environmental damages:.......................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

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INTRODUCTION
Global customers refer to those customers living in the different countries of the world
and have the same wants and needs of products from which the company is manufacturing which
is given by the international companies in the international market (Ramanathan and et.al.,
2017). We are discussing how the customer's behaviour affects the international companies in the
global market. There are various recommendations taken by the fast fashion to change the
attitudes of the customers towards their products. Various steps taken to protect from the
damages of the environment in the clothing industry. There are various challenges faced by the
committees from the behaviour of the consumers that affects the environments negatively. The
consumers purchase more and uses less this will result in the wastage's of the clothes and
pollutes the air and water in the environment. Various recommendations are taken for changing
the attitudes of the consumer towards the protection of nature and environment.
A. Challenges faced by the committee from the behaviour s of consumers:
The nature and scale of the business is that heavy consumption of the clothes by the
customer but lesser use of it damages the environment adversely. Mostly customer purchases the
clothes but uses them only for one time and the results it will increase the green houses gases, air
and water pollution in the environment. So the competition is increasing because of the growing
population in the world enhance the company to decreases the cost of the products. In the fast
fashion increasing competition between the retailers of the various companies they have to
change the process and strategy to remain in the business. It will also reduce the cost of the
labour in the company. The over consumption and lesser use of clothes creates the problems of
wastages of millions of the cloths worth of $140m in all over the world. The consumer purchases
the cloths in larger quantity and uses only for once then dumped in the landfills it will pollute the
land and water heavily and affect the environment (Abedin, 2015). So there is need to improve
the behaviours of the consumers that they will not harm and damage the nature. The fast fashion
focuses to increase the sales of their products and services, but they make marketing process and
strategies effective which protects the environment of world and country both by spreading
awareness among the customer that they do not damage the environment by wasting the clothes
after single use because it will damage the environment and creates the land pollution (Ahrens
and et.al., 2016). The behaviour of the customer affects the business of fast fashion and
environment due to excessive purchase and bad buying habits. Fast fashion produces their

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products and services as according to the changing behaviours of the customer. The people of
the UK purchases the greater quantity of the clothes as compared to any other countries and did
not use them this is the major challenges for the fast fashion that the customer is purchasing their
products but did not use them. Level of this challenge is very high because people like to wear
fashionable cloths hence they buy it frequently. Level of this challenge is very high because
mentality to look goods is difficult to be changed.
The model of decision making is used to determine the behaviour of consumer towards
the products and services. In this model there are five stages which explain the needs and wants
of the customer which are explained below:
Needs: In this step the needs of customer are evaluated about the products and services
because this step will influence the buying decision of the customer.
Information gathering: After identifying the needs of products and services by
customer then the next step is to collects the information from where they can satisfy their needs.
Evaluation alternatives: It includes evaluation of the different alternatives in the market
so that the people will choose best option which is available in the market according to their
needs of clothing products (Ahrens and et.al., 2016).
Product purchase: When the above steps are completed then the next step is the
customer will purchase the products and services from the selected option.
Evaluation of post purchase: This step explains the customer will analysis the products
which is purchased by them is useful or not. Determination explains that their needs are fulfil or
not from the products purchase.
There are various challenges faced by the committees from the change in behaviour of
the consumers. These problems arise due to change in living standard of the people. The
behaviours of the consumer are complex and dynamic and all the polices of the strategies of the
marketing are according to needs. Consumers are not aware of the damages of the environment
because they purchase, but they didn't use the products and it will cause heavy loss to the
environment. The behaviour of the customer is also affected the growth of the sustainable
development (De Mooij, 2018). The behaviour of the customer is also enhanced by the changes
in the environment and will affect business of the fast fashion. Environmental and social factors
also influence the customer to behave according to the culture in the society. The global
customers are from different countries and have different taste and preferences, wants needs etc.

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for the clothing and their style of carrying the cloths is differed from country to country
(Ramanathan and et.al., 2017). Level of this challenge is very high because people taste of each
person is different hence production is high sometimes if in between trends get changed then
people do not buy such products. In this case wastage increases.
The fast fashion makes various practices to overcome the damages and harm to the
environment by the use of their products and services and motivates their customer also for the
protection of the environment. The behaviours of the customers are also different according to
their status for example lower income uses again and again clothes and higher income people
purchase more clothes but uses only for once and then waste them so the behaviour also affected
by their income status in the world. Globally customers have more needs and wants and these
will influence them to purchase more and use less. This would occur by the past fashion
changing about the clothes. In every occasion people wants new clothes so this will increases the
demands of variety of clothes. With the changes technology it increases the requirement clothes
in the customer behaviour and the companies manufacture harmful clothes as per the demands of
the customer to gain more profits.
As the new market trend arises there is a vast influence of the change in trend on the
environment as there is a rapid use of natural products which change the ecological balance of
the nature. As many of the clothes made as per the advancement of the technology there occurs
use of many materials which are harmful for the nature, a change in trend can create a chaos
between the consumers. A wide variety of apparels are made from the artificial products or
chemical products which cannot be decomposed easily and affects the nature in the wider
context. There are many challenges brought up in-front the society like change in trends leads to
the change in mind-set of the people, which represents various attributes and characters of the
individual. There are many changes as the clothes person wears reflects their personality. Many
of the society don’t allow following the trends and fashions which affects the nature drastically.
There is a vast market in the fashion industry which always brings up the new challenges in the
market which affects the behaviour of the consumer and which can lead a drastic change in the
market. An alternatives' solution must be addressed in order to safeguard the environment which
can help in preserving the nature (Ahrens and et.al., 2016). Behaviour of the consumer changes
while seeing the nature which can affect the nature with the rapid change in trends there are

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many services which can affect the human nature and bring about a change in the mind-set of
consumers.
Elements of culture:
By motivating the customers to bring innovations, ideas and facts for better living and
encouraging them for better living and not by polluting and keeps the nature clean. Bring
viability in the clothes that means use of eco-friendly products because it helps to improve lives
of the public and protect the environment(Nassehi and Colledani, 2018). They have to make
good and better efforts to change their perception towards the protection of the environment.
for marketing communication cultural ethics plays an important role it reflects the ways in which
a person is addressed by, the use of various terminology used for the development and generation
of the work culture which improves the communication techniques which create the development
of the marketing strategy. Various sub cultures needs to be addressed depending on the place of
cultural interest which can be used for development of market value and generation of the market
culture. Development of ecology, social culture and ideology for the development of the person
and for the development of the strategies which he applies for the marketing. Change in attitude
gives rise to the change in strategy and ideology which increases personal growth and
development.
Challenge facing the committee
Currently customers in the United Kingdom purchase unnecessary clothes at higher level.
According to the committee, these attempts of customers are not good for the environment. They
purchase clothes in high quantity, that's why clothing manufactures also producing clothes in
high quantity to fulfil customers demand. There is main aim of manufactures in only earn too
much profit in the market. These manufactures or companies currently using many natural
resources to produce clothes in their production process (Winer, 2017). For example; colours,
wool, water, gases, etc. The committee says, these clothing manufacture companies have no right
to waste our precious natural resources. Customer's high demand in fast fashion industry is not
good for current climate (Mgbemena and Bell, 2016). Many customers buy clothes only for one
time use. Especially models, actress, businessmen, celebrities, most popular people etc. has
purchases clothes for one time use only. They have lots of money and able to purchase what they
want, it is understandable, but they have no right or authority to waste human's these precious
resources. In case, once customers can decrease their demand for clothes in UK, then this action

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of customers will contribute in saving natural resources. Controlling customers demand in the
fast fashion industry is too necessary task to committee, because by controlling this demand it'll
able to balance nature (Ramanathan and et.al., 2017).
CONSUMER BEHAVIOUR MODELS
Mainly uses by companies or businesses to analysis the customer's behaviour in the market. With
the support of these models, companies can achieve large profit in the market, because these
models generally show basic nature of a customer. There are some major models on of customer
behaviour has been discusses below;
Input-Process-Output Models
 Inputs: are generally marketing efforts which conducted by companies to attract lots of
customers. These companies choose some popular marketing techniques like; 4ps
(product, place, price, and promotion) to convince customer for buying products
(Boccia,2019). In this condition a customer can influence through these marketing
techniques of customers. For example; a clothing company provide cheap price to
customers. In this case, that company indirectly influence customers to buy their clothes.
Then at the final stage, a customer will buy clothes. Cheap rates of a product always
influence customers.
 Process: is basically related to purchase process. A customer buys products in the market
by its generally awareness and recognition includes those all activities which cover
customer to buy any product(Nassehi and Colledani, 2018). A person can't but things in
market directly, because firstly it develops their want or need for achieve anything. So,
process is completely based on purchasing behaviour of a customer.
 Output: indicates customer’s response towards marketing efforts of companies. It takes
decisions for buying products, choosing product, choosing brand etc. under response.
Black-Box-Based Model: Black box model is also helpful in analyse consumer behaviour. This
model mainly shows characteristics and decision process of customers to the companies. This
model is a scientific way to identify customer's major needs and its decision-making process for
buying any product (Stephens, 2017). Black-Box model is also known as stimulus response
model. Clothing companies under fast fashion industry currently uses this model for attracting
lots of customers. They enable to create various marketing strategies through this model.

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B. Recommendations:-
The committees made various recommendations to the government because in the UK
every single person purchases more clothes than any other country of the world. The fast fashion
says that the consumption of the garments is over and their uses are (Mgbemena and Bell, 2016).
The step should be taken to set the targets for each and every retailer of fashion to the
environmental point of view and the turnover is above the $36 million. The government
recommend the marketers of the fashion that they will set their turnover above the $36 million to
protect the environment and nature by the waste and harmful products. There are various steps
taken to solve the problems related with the environment issues
In the school’s lessons are given to the students of designing, creating and repairing the
garments so that the students must know how to use and how much to produce the clothes
according to their needs. The proper knowledge of clothing is given in the schools so that the
people are aware from the starting age (Frynas, 2015).
Another step that should be taken that the care of the future perceptions and measure the
problems in the future. Behaviour of the customer is changed by building empathy which
motivates them. The demand of the customer in clothing is changing very fast, and they waste in
large quantity also the proper knowledge should be given to the customer about products.
By generating awareness of the products towards the people that excessive purchase
should be avoided. Customer buys the cloths according to their needs so that the wasting of the
clothes should be minimized. Giving directions of not to dump clothes but donate the clothes to
the poor people (Gillespie, 2015). If the people are aware about the social and environment
factors then there are minimum damages and lesser harm to the environment. Provide
information of not using polythene bags which affects the environment negatively.
By organizing surveys to avoid the use of clothes which have toxic and harmful
ingredients because clothes are the most harmful products for the pollution in the world.
Decrease the use of the clothes which have vibrant colours toxic chemicals because when the
people end up clothing in the landfills it can cause the environment by the chemicals of the
clothes leaches on the ground and has the like dye etc.
Behaviour of the customers changes when their thinking changes about how much they
purchase and how much they need them (Sandhya, Samuel and Chacko, 2020). Garments made
of synthetic fibre like polyester are plastic fibres which are non-biodegradable and take years to

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decompose them give learning to the customer to purchase biodegradable clothes which could
not harm the nature and atmosphere. Those polyester clothes require less water and land but it
creates more greenhouse gases (Sandhya, Samuel and Chacko, 2020).
The customer should research on the social sites from where and how the brands make
the clothes so that it will help them find out whether the clothes are good or not for the
environment and for themselves as well. More use of handmade products rather to purchase from
the large retail stores which uses more chemical products which harm the environment
(Khasawneh, 2017). By changing the habits to the environmental shopping customers will
change their behaviour.
Changing in the attitude of the customer by avoiding the use of clothes which affect their
health like irritation in eye and nose, reaction of the allergy on the skin of the skin. Use of theses
should be avoided because that will affect the life of the people and the customer will also
understand that their life is important. And the companies also have to stop the use of these
hazardous chemicals which affects the health of the people (Mgbemena and Bell, 2016). This
will affect the behaviour of consumer towards the products and services of the company because
the people did not want to get affects their health by using the chemical clothes.
The use of the technology which is used by companies for making of clothes should be
better, efficient and advanced that will bring positive change in the behaviour of the customer.
Advanced and good technology of producing the clothes will give the best clothes to the
customer which has the least use of toxic chemicals that do not affects the heath of the people
(Lasserre, 2017). Customers throw the clothes in waste rather to donate and recycle them by
identifying that research on them it finds that there is only 15% of clothes are recycled and 30%
are donated except all these are dumped into the ground so the step is taken to change these
behaviour of the customers which have negative impact on the nature and environment.
There are various approaches available to change consumer attitudes.
A. Awareness campaign is the next approach where committee need to run some awareness
campaigns and programme for aware people about 'How fast fashion put negative impact on our
environment' (Cavanaugh, 2016). Through this approach, it enables to motivate customers for
not to purchasing unnecessary clothes.
B. Advertisement approach, in which it needs to run informational advertisements related to
environmental care on different platforms, like television, social media, newspapers and radio,

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etc. Basically, the committee need to tell people about 'day by day increasing clothe demand is
not good for our environment' through advertisements.
C. legal actions for controlling environmental damages: For example; government can create a
law for clothing companies, where it needs to mention a specific limitation for producing
products in year. Companies able to fulfil their social responsibilities also by reducing waste of
natural resources (Nassehi and Colledani, 2018). People also need to be self-motivated to protect
our environment. Climate change currently a big issue, so customers able to make a healthy and
effective environment by saving lots of precious natural resources.
These all above approaches are too productive in change consumer attitudes in the market. The
committee will able to control environmental damages through these approaches.
CONCLUSION
From the above study it can be concluded that there are various challenges and problems
faced by the companies due the changing behaviour of the consumers. These problems affect the
green houses gases like air and water pollution in the world. Use of toxic chemical in the making
of the clothes will affects the water bodies and health of aquatic animal. Some clothes create
health issues like allergies on the skin and infections in the eye and nose in the people so the
customers will have to avoid the use of clothes. By this way consumer’s behaviour gets changed,
hence there is essential to use chemical in the secure manner so that pollution can be controlled
and health issues of consumers can be minimised. By using latest technology company can make
changes in the behaviour of consumers which will give positive result to the society and
consumers both. Recycling is the best way to minimise wastage of natural resources by this way
companies can meet demand and can manage the work effectively. Increasing consumption of
cloths is creating problem hence there is need to take correct measures for the same so that such
kinds of problems can be resolved timely.

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REFERENCES
Books and Journals:
Abedin, M.Z. and Ferdous, L., 2015. Promotional Strategies of Telecommunication Industries
and Customers Perception: A Study on Airtel Bangladesh Limited. Global Journal of
Management And Business Research.
Ahrens, A. and et.al., 2016. A Model for Simulation of Binary Customer Behaviour in a Bursty
Business Process. In International Forum on Innovative Technologies and Management
for Sustainability.
Beck, J.T., Chapman, K. and Palmatier, R.W., 2015. Understanding relationship marketing and
loyalty program effectiveness in global markets. Journal of International
Marketing. 23(3). pp.1-21.
Boccia, F., Malgeri Manzo, R. and Covino, D., 2019. Consumer behavior and corporate social
responsibility: An evaluation by a choice experiment. Corporate Social Responsibility
and Environmental Management. 26(1). pp.97-105.
Cavanaugh, L. A., 2016. Consumer behavior in close relationships. Current Opinion in
Psychology. 10. pp.101-106.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Frynas, J.G. and Mellahi, K., 2015. Global strategic management. Oxford University Press,
USA.
Galib, M.H., 2018. Social CRM: A View Through the Eyes of Customers. In Diverse Methods in
Customer Relationship Marketing and Management (pp. 61-79). IGI Global.
Gillespie, K., 2015. Global marketing. Routledge.
Khasawneh, R.T. and Alsmadi, I., 2017. Opinion Mining: A Tool for Understanding Customers–
Challenges and Approaches. In Strategic Uses of Social Media for Improved Customer
Retention. (pp. 193-206). IGI Global.
Lanzini, P., 2017. Responsible Citizens and Sustainable Consumer Behavior: New Interpretive
Frameworks. Routledge.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Mgbemena, C. and Bell, D., 2016, April. Data-driven customer behaviour model generation for
agent based exploration. In Proceedings of the 49th Annual Simulation Symposium (pp.
1-7).
Nassehi, A. and Colledani, M., 2018. A multi-method simulation approach for evaluating the
effect of the interaction of customer behaviour and enterprise strategy on economic
viability of remanufacturing. CIRP Annals. 67(1). pp.33-36.
Ramanathan, U. and et.al., 2017. Impact of customer loyalty and service operations on customer
behaviour and firm performance: empirical evidence from UK retail sector. Production
Planning & Control. 28(6-8). pp.478-488.
Sandhya, N., Samuel, P. and Chacko, M., 2020. Randomized Agent-Based Model for Mobile
Customer Retention Behaviour Prediction. In EAI International Conference on Big
Data Innovation for Sustainable Cognitive Computing (pp. 279-286). Springer, Cham.

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Sarmento, M. and Simões, C., 2018, June. Interactions with Existing and Potential Customers:
The Role of Physical and Virtual Trade Fairs: An Abstract. In Academy of Marketing
Science World Marketing Congress. (pp. 853-853). Springer, Cham.
Stephens, D. L., 2017. Essentials of consumer behavior. Routledge.
Trudel, R., 2019. Sustainable consumer behavior. Consumer psychology review. 2(1). pp.85-96.
Winer, R. S., 2017. Pricing in the digital age: implications for consumer behavior. In The
Routledge Companion to Consumer Behavior. (pp. 193-207). Routledge.

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APPENDIX
Motivation Models
Motivation model generally describes things which motivate a person to achieve
something.
 Needs: are highly attracts a customer in the market. A person's needs to be divided into
two parts primary needs and secondary needs. Need of food, clothes, home, air, water are
comes under primary needs. On the other side, need of dignity, appreciation, status,
reputation are comes under secondary needs. That's why customers highly demanding for
clothes in the market, because it is their prime need.
 Wants: A person's wants also motivate them. Suppose a person want appreciation for
their clothing style, in which it'll motivate to wear some cool clothes to show another
person. In this case, these wants of customers also promotes high purchasing of clothes in
the fast fashion industry.
Individual DMP Models
DMP (Data management platform) very favourable platform to clothing companies,
because with support of this platform they can analysis customers major needs in the market
(Lanzini, 2017). Then companies take various steps for fulfilling these needs of customers.
Suppose, people are crazy for wearing trendy and latest clothes in the United Kingdom. In this
case, clothing companies prepare a specific plan to take huge advantages from people's this
behaviour. These companies offer them lots of fashionable clothes on cheap prices to gain large
profit under fast fashion industry. This aim of gaining large profit is not much good for the
environment.
Product Design: highly attracting people in the market. Most clothes manufacture companies
always try to launch that design of clothes which can gain high attention people. Companies
invest lots of fund for give a specific design to their clothes.
Supply Chain: Most businesses in fast fashion industry always make their supply chain very
active. The main purpose of these active supply chains is to provide clothing products on time in
the respective market.
Consumer Engagement and Awareness: with clothe market is very effective. They currently
very addict to wear new and trendy clothes (Trudel, 2019). They ready to pay any cost to buy
some exclusive range of clothing products. On the other side, currently people completely aware

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about what kind of clothes make them more attractive. In this case, they invest unnecessary fund
for buying clothes which they want. According to committee, this behaviour of consumer highly
promotes waste of natural resources.
RECOMMENDATIONS:
Lessons of designing the garments with proper products those clothes will not harm the nature
and environment. The education is must for the children about to take care of their nature
without harm and damages to the natural factor in the environment. So from the early age they
will learn to protect their natural resources. Major steps have been taken to protect the
greenhouse gases and air and water pollution which is harm and damage by the customers and
companies.
Development of the sustainable behaviour of the customers should be done which will
help to improve the social and environmental issues and fulfil the needs and wants of the
customers. Three points have to be noted that the motivation, ability and opportunity to change
the behaviour of the consumer towards the environment positively. Advertising of the products
and services will motivate the customer that the protection of environment is must and harm
damages to the environment cause large fine to them. Products are used for making of cloths and
garments must be Echo friendly so that the behaviour of the customer towards the cloths will
also Echo friendly (Galib, 2018). The use of inorganic material by the company will have to be
stopped. Customer will developed the sustainable behaviour by the steps of marketing which is
used by fast fashion company. They aware the people to protect their environment and not
wasting the clothing material in the landfills barbecue it will harm the nature and disrupts the
environments.