HRMT20024 Marketing Report: Fashion Industry Issues Analysis

This marketing report examines key issues within the fashion industry based on an analysis of a selected article. The report focuses on how brands are capitalizing on consumer trends, specifically the "Markle Sparkle," to promote sustainable fashion. It identifies core issues such as managing expenditure, particularly the balance between sales and employee investment, and the challenges of overstocking in response to rapidly changing trends. The report also explores the importance of sustainability and ethical considerations in brand image, including the selection of sustainable materials and community partnerships. Furthermore, it analyzes the implications of packaging and waste reduction in the Australian market. The report concludes by suggesting that companies should focus on employee training, developing common values, and ethical marketing practices to overcome these challenges and achieve a competitive advantage.

RUNNING HEAD: MARKETING 0
MARKETING MANAGEMENT

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Table of Contents
Introduction......................................................................................................................................2
Summary of Key Issues...................................................................................................................2
Importance of Key Issues................................................................................................................3
Implications of Issues......................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
Marketing is considered the action or business of promoting as well as selling the
products or services which also includes market research and advertising. The organization
adopts several strategies for advertising the latest fashion products because consumer preferences
changes overtime (Katsikeas, Morgan, Leonidou, & Hult, 2016). In this report, “How brands are
capitalizing on the ‘Markle Sparkle’ and consumer trends to push sustainable fashion” article is
selected which is written by Brittney Rigby in the year 2017. The reflective analysis is made on
finding issues in the article. The importance of issues and implications from marketing
perspectives is also analyzed.
Summary of Key Issues
In my perspective, the major issues which describes in the articles includes expending the
similar which company earned by selling trending products and services to the customers. The
sales of jeans raises by 958% as well as sales of this is also increased in weeks due to latest
Fashion that is it is raise by 1000% but same amount is spend by the company in hiring new
competent employees for the organization (Rigby, 2019). I investigated that the other issue is
also being overstocked when the new style is launched it is difficult for the company to stores the
products and services. It is because article shows that customers are want to be the part of the
change. Therefore, fashion trend is become the most important factor nowadays due to look
different and for this companies tries to increase the brand image by developing beautiful
clothing. For this organization also find major challenge to decide the expenditure which is going
to be spend on research and development to understand the needs and requirements of the
consumers (Rigby, 2019).
I also believe that articles also show some other issues while increasing the brand image
and launching the latest fashion in the market. It includes that creating the values and
philosophies for maintaining sustainability for this it become difficult for the organization to
select sustainable community as well as materials (Rigby, 2019). Therefore it also become
important problem because sustainability and values are different for different consumers due to
differences in the culture, philosophies etc. For example, Outland denim jeans are label with

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some aspects such as raising employment and giving training to the victimized women (Rigby,
2019). I also analyzed the challenge of packaging and reducing waste by the organization. It is
because packaging is also considered the means of attracting large number of consumers.
Australia is still facing issues and still has lower control and innovation on packaging, which
increases the waste and cost of the organization.
Importance of Key Issues
In my opinion it is important for the organization to understand the problem of spending
similar amount on sales as well as organizational internal structuring. It is because through this
organization can focus on developing the strategies that is they can increase the training of
existing employees rather than recruiting new one (Junjie, 2019). This can reduce the
expenditure of the organization therefore article describes this issue because it is become major
problem for each company in China, Australia, and New Zealand etc (Rigby, 2019). I also
analyzed that storing of latest fashion is also the challenge it is due to changes in the perception
and behavior of the customers. The consumers are only wants to look good so they can shift to
the other brands in very easy manner (Junjie, 2019). This can sometimes leads disorganizing in
the structure and framework of the organization, therefore other studies describes that for this
organization can do research and development frequently due to gain competitive advantage in
the longer run.
In my perspective, different opinions about the sustainability is also become important
issue for the organization. It is because this issue reduces the overall productivity of the
organization it is due to the reason that consumer’s behavior is to connect their values with the
latest trending fashion (Yusof & Kamarudin, 2019). Therefore, for this some studies suggested
that organization can offer latest fashion for sale by always adding some new and common
values. The packaging and labeling of jeans and other product is identified which mainly raise
the cost of several Australian organization. In my opinion this is important issue because through
this organization can use recycled packaging while reducing the impact of this on the
environment (Stilinovic, 2018). Therefore this article describes this issue due to provide
guidance of the organization of New Zealand, Australia and China etc. to overcome this for
optimum utilization of resources.

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Implications of Issues
In my opinion, I implicated that companies offer trending clothes and hire complete
employees, so that employees develop better marketing strategies by increasing various
discounts so that loyalty and profits of the organization will maintained (Rigby, 2019).
Therefore, companies in New Zealand adopt is strategy for expanding their clothes in
international market. The overstocked clothes also implicated that organization offers new
fashion while promoting them social media networks, television etc so that more consumers gets
attracted (Pawlowski, 2019). Therefore other studies describes that some organization also adopt
pricing strategies while promoting the clothes.
I also implicated that sustainability is also the part of marketing for increasing the loyally
among the consumers by focusing on various aspects such as employment, empowerment etc.
The organization also manage that marketing is done on ethical manner by following all rules
and regulations (Stilinovic, 2018). According to me packaging and labeling is the major
component for increasing the marketing and promoting the product worldwide. It is because
packaging safe the product from damaging but this issue reduces the overall profitability of the
organization (Yusof & Kamarudin, 2019).
Conclusion
From the above it is conclude that there are various issues which company faced by offering
trending clothes and by marketing them so that consumers gets attracted. Therefore,
overstocking, sustainability, packaging and increasing expenditure are estimated major issues in
some of the countries. The issues are important to be overcome because it can reduce the
capability of the organization to gain competitive advantage. Various studies describes that
organization can spend more on providing training to existing workers, developing common
value to increase sustainability. It is also described that these all issues are connected to the
marketing because while promoting managers focuses on overcoming these factors.

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References
Junjie, Z. (2019). From starting up to scaling up. Retrieved 12 20, 2019, from Business Times:
https://www.businesstimes.com.sg/magazines/the-sme-magazine-novemberdecember-
2019/from-starting-up-to-scaling-up
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. (2016). Assessing performance
outcomes in marketing. Journal of Marketing , 80 (2), 1-20. Retrieved From:
https://www.researchgate.net/profile/Neil_Morgan2/publication/303621107_Assessing_P
erformance_Outcomes_in_Marketing/links/58a0f39345851598bab869a3/Assessing-
Performance-Outcomes-in-Marketing.pdf
Pawlowski, M. (2019). Fashion is big business, but is it green? Retrieved 12 20, 2019, from
Business Times: https://www.businesstimes.com.sg/opinion/fashion-is-big-business-but-
is-it-green
Rigby, B. (2019). How brands are capitalising on the ‘Markle Sparkle’ and consumer trends to
push sustainable fashion. Retrieved 12 20, 2019, from Mumbrella:
https://mumbrella.com.au/how-brands-are-capitalising-on-the-markle-sparkle-and-
consumer-trends-to-push-sustainable-fashion-575396?
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AcozXD3sBCx2HzRxBlIKEleJt8NuQe1KTR3ex2PAhE4UaeLdz
Stilinovic, M. (2018). Australian Fashion Has Come A Long Way, But Needs To Do More To
Increase Its Global Impact. Retrieved 12 20, 2019, from Forbes:
https://www.forbes.com/sites/millystilinovic/2018/05/21/australian-fashion-has-come-a-
long-way-but-needs-to-do-more-to-increase-its-global-impact/#67c2f9656e07
Yusof, H., & Kamarudin, L. (2019). The Rise Of Conscious Fashion. Retrieved 12 20, 2019,
from Business Times: https://www.businesstimes.com.sg/lifestyle/feature/the-rise-of-
conscious-fashion