Fashion Industry: Impact of International Brands on M&S

This report presents a research project examining the influence of international brands on social attitudes within the fashion industry, with a specific focus on Marks and Spencer (M&S). The research utilizes both primary and secondary data collection methods, including a questionnaire distributed to gather consumer perspectives and a literature review to address the research objectives. The analysis employs qualitative data analysis techniques, including thematic analysis, to interpret the data effectively. Findings are presented through charts, tables, and graphs, highlighting key themes such as customer purchasing habits, the impact of fashion industries on social behavior, brand consciousness, and the challenges and opportunities faced by M&S in a globalized market. Recommendations are provided based on the analysis, focusing on customer loyalty, product diversification, and maintaining a competitive edge. The conclusion emphasizes the positive and negative impacts of globalization on the fashion industry and underscores the importance of strategic planning for brands like M&S to thrive in the international market.

RESEARCH PROJECT

TOPIC
“To determine how international brands impact on
social attitude in fashion industry. A study on Marks
and Spencer”

INTRODUCTION
 Globalization is the process of interaction and integration among people, companies
and government worldwide. Marks and Spencer use various strategies to overcome
challenges related to globalization. This presentation will examine the data collected in
the research to examine the impact of international brand on social attitude in fashion
industry. The Presentation will also analyze the data collected via questionnaire.

Data Collection
 In this present research, scholar has used to collect data from both
primary and secondary sources. Researcher has formulated
questionnaire which contain number of questions related to mentioned
topic where respondents provides their own views. On the other hand,
secondary research are conducted for literature review to address the
objectives.

Data Analysis
 In this present research, researcher has used qualitative data for
analysing the data in more suitable way. Thematic analysis has been
done in order to interpret the data in very useful manner. Researcher
has prepared charts, tables and graph to present the data.

Questionnaire
Questionnaire
Name:
Age:
Gender:
1) How long you are purchasing the products and services of Marks and Spencer?
 1 to 3 years
 3 to 6 years
 6 to 8 years
2) Do you think entry of fashion industries impact on social behaviour of people?
 Yes
 No
 Not Sure
3) Do you think customers are now become brand conscious?
 Yes
 No
 Not Sure
4) Is changing behaviour of customers affect sales performance of fashion industries in positive way?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
5) What are the main challenges M&S face due to entrance of international brands in same marketplace?
 Changing behaviour of customers
 Decreasing sales performance
 Remain competitive at marketplace
6) What are the opportunities people gain with emergence of global organisations?
 Get a range of fashionable products
 Purchase products on desirable rates
 Improving living standardisation
7) Which is the most essential factor that M&S needs to concern while developing strategies?
 Promote Brand
 Maintain competitive edge
 Foster customer relationship
8) Which are the main strategies that makes M&S to remain competitive at marketplace?
 Creating innovation in business as per latest trends
 Promoting business in international marketplace
 Dynamic Organisational Policies
9) Are you satisfied with fashionable products offered by M&S in international marketplace?
 Highly Agree
 Agree
 Neutral
 Highly Disagree
 Disagree
10) Provide some recommendation to M&S to improve and enhance its sales performance, to remain
competitive at international marketplace.
…............

Theme 1: Majority of customers are using the products and
services of Marks and Spencer for 3 to 6 years
PARTICULARS RESPONDENTS
1 to 3 years 8
3 to 6 years 14
6 to 8 years 6

Theme 2: Entry of fashion industries impact
on social behaviour of people.
PARTICULARS RESPONDENTS
Yes 18
No 6
Not Sure 4

Theme 3:Maximum customers are now
become brand conscious.
PARTICULARS RESPONDENTS
Yes 15
No 9
Not Sure 6

Theme 4: Changing behaviour of customers
affect sales performance of fashion
industries in positive way.
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4

Theme 5: Changing behaviour of customers
is main challenges M&S face due to
entrance of International brands in same
marketplace.
PARTICULARS RESPONDENTS
Changing behaviour of customers 16
Decreasing sales performance 9
Remain competitive at marketplace 5

Theme 6: Improving living standardisation
is the most essential factor that M&S needs
to concern while developing strategies
PARTICULARS RESPONDENTS
Highly Agree 9
Agree 6
Neutral 3
Highly Disagree 8
Disagree 4