Investigating Internet Marketing's Influence on UK Fashion Retail

This report investigates the role of internet marketing in influencing customer behavior within the UK fashion retail sector, specifically focusing on Marks and Spencer. The research begins with an overview of the industry, rationale, aims, objectives, and research questions. A comprehensive literature review explores the concept of internet marketing, its role in the fashion business, and its impact on customer behavior. The methodology outlines the research approach, while the data analysis and findings reveal key insights. The report identifies challenges faced by businesses due to internet marketing and proposes strategies for Marks and Spencer to mitigate issues and capitalize on opportunities. The conclusion summarizes the findings, followed by recommendations for enhancing marketing strategies. The study utilizes secondary data, including published articles, journals, and online resources, to provide a detailed analysis of the subject matter.

Research papers
and Secondary
data

Table of Contents
Title of the Project...........................................................................................................................1
Chapter One: Introduction...............................................................................................................1
Overview of the Research......................................................................................................1
Rationale of the Research.......................................................................................................2
Research Aim.........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................3
Chapter Structure....................................................................................................................3
Chapter Two: Literature Review.....................................................................................................4
Chapter Three: Research Methodology...........................................................................................6
Chapter Four: Data Analysis and Findings......................................................................................8
Chapter Five: Conclusion and Recommendation..........................................................................11
Conclusion............................................................................................................................11
Recommendation..................................................................................................................12
References......................................................................................................................................13
Appendix........................................................................................................................................15
Secondary Data collection Only...........................................................................................15

Title of the Project
The role of internet marketing over influencing the behaviour of customers within UK
fashion retail.
Chapter One: Introduction
Overview of the Research
The study into consideration is based on evaluating the role of internet marketing over
affecting the behaviour of customers within the UK fashion retain, therefore, with the increasing
digital growth that has been taken through the globe, traditional aspects of marketing has
fabricated through an effective mode of digitalisation which brings the entire globe to the buyer’s
doorsteps within one single click (Nash, 2019). The developing penetration nature of the internet
and the assorted growing digital networks, devices has made buyers more informative and
knowledgeable in relation to the value they expected to return to the cost they are incurred in a
product or service. Internet marketing has transform the way of conducting business as
organisations in the more era are implementing internet market as their strategic tool to attract
customers and also affecting the buying behaviour of the buyers. In this present study, analysis
has been executing over the UK fashion retail, which is effectively contributing in the financial
expansion of the country. However, Marks and Spencer is the chosen business for this analysis
(Wu and et. al., 2015). It is a major British multinational retailer that has its base office is in
London, England. The organisation was founded in the year of 1884 through the collaborative
efforts of Michael Marks and Thomas Spencer (Marks & Spencer, 2021). The company has its
specialisation in selling clothing, home products and food products, mostly of its own label. This
is the well known fashion retail which is its presence within the entire world, and is concern over
using internet marketing tool to increasing the customers based and also finding opportunity
within market. Retail giant Marks & Spencer is number 3 within the Top 10 biggest fashion
businesses in the UK. It is currently valued around 7 billion pounds and has annual sales of
around10.3 billion pounds. On the other hand, its UK food division is ever expanding, Marks and
Spencer’s fashion and UK general merchandise sales have been declining in the past years (UK
fashion industry statistics, 2021). The UK still accounts for 89 percent of the total sales, although
its international presence is developing, mainly in food. Because of the declining fashion and
general merchandise sale Marks and Spencer is facing a continuous downfall in market value.
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The existing study has executed encompasses over the secondary information sources likewise
published articles, journals, books, magazines, e-blogs and the syndicated investigation article
and the conceptual evaluation has been executing via the immense number of theories, concepts
and models in marketing (Kautish and Sharma, 2018).
Rationale of the Research
The key rationale behind executing the analysis over the aspect of analysing the investigate
the role of internet marketing over influencing the behaviour of customers within UK fashion
retail, is that, internet marketing is the most concern aspect in today’s business era as it provides
benefits for the business in terms of increasing the customers base, developing revenue,
profitability and also create challenges for the business in terms of influencing buyers behaviour,
false followers, high saturation rate and so on. The present analysis is effective in providing
detailed analysis to enhance individual skills in relation to the chosen subject area. In addition to
this, the study is also creating value for the business in effectively eliminating the role of internet
marketing in influencing consumer’s behaviour. Another goal of executing this examination is
the individual premium of the analyst as the specialist needs to investigate own thought and
acknowledgment comparable to the picked subject (Parker and Wenyu, 2019). The enhances
personal and professionals will aid value for the investigator in gaining effective academic
record and also attaining future benefits within the career path.
Research Aim
The key aim of the research is To investigate the role of internet marketing over influencing
the behaviour of customers within UK fashion retail. A study on Marks and Spencer.
Research Objectives
The key objectives of the research are associated as below:
 To understand the concept of internet market and its role in the context to fashion business.
 To study the impact of internet marketing over influencing the behaviour of customers
within Marks and Spencer.
 To identify the challenges faces by the business due to the internet market.
 To determine the ways that can be opt by Marks and Spencer to mitigate the issue of internet
marketing and attaining competitive opportunity within market.
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Research Questions
The effective research questions, that are widely encompasses over the aim and objectives of
the research are associated as below:
 What is the concept of internet market and its role in the context to fashion business?
 What is the impact of internet marketing over influencing the behaviour of customers within
Marks and Spencer?
 What key challenges are faces by the business due to the internet marketing and the
behaviour of customers?
 What are the ways that can be opt by Marks and Spencer to mitigate the issue of internet
marketing and attaining competitive opportunity within market?
Chapter Structure
This section provides outline specification about the study chapters that are specifically
cover in the study to reaching at suitable results.
Chapter 1: Introduction: This is the primary section of the study, which provides suitable
overview about the study area, aim, objectives and the questions over which are analysis is
based.
Chapter 2: Literature Review: This section provides comprehension summary to improving
hypothetical comprehension comparable to a predetermined subject, accordingly, in this segment
data amassing is based over auxiliary sources like books, diaries, articles, etc.
Chapter 3: Research Methodology: This section is relay over selecting the right sources like
research philosophy, choice, data collection tools, validity and reliability aspects to aid the study
in right manner (Parker and Wang, 2016).
Chapter 4: Data Analysis and Findings: This aspect of study is also effective in analysing the
data in suitable manner via implementing the thematic analysis approach, which helps in
providing suitable in-depth evaluation about the study area.
Chapter 5: Conclusion and Recommendation: This is the last chapter of study, where
conclusion has been drawn over the findings of the research and recommendations are provides
to making significant alteration in the business processes (Ramanathan, Subramanian and
Parrott, 2017).
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Chapter Two: Literature Review
Literature review defined to the comprehensive summary to previous research over a
specified investigation area. It is an effective written impression of the main writings and some
of the other sources on the selected area. It provides suitable analysis, summary and evaluation
of the each source to develop in-depth understanding (Bonetti, Warnaby and Quinn, 2018). This
part of research has been conducted via applying secondary sources for an instance books,
journals, articles and internet sources. In the case of this present investigation work, based on the
aspect of analyzing the role of internet marketing over influencing the behaviour of customers
within UK fashion retail, literature review has been executing to enhancing theoretical
understanding via accumulating suitable information.
The concept of internet market and its role in the context to fashion business.
According to the view of Ward (2021), internet marketing is an effective inclusive aspect
for marketing products or the services online. This involves a wide range of tools and platforms
for communicating through the buyers likewise as website, email, social media tools and online
advertising. In addition to this, internet marketing characterized to the vital carried out to
showcase items and administrations on the web or through other computerized viewpoints. These
can include an assortment of online stage, apparatuses or the substance conveyance frameworks.
Web showcasing, likewise named to a web promoting, internet based advertising, or e-
advertising is the showcasing of the things and administrations over the web. As per the
perspectives on Evangeline (2017), inside the quickly growing and truly moving computerized
time wherein the whole world is living, the job of web advertising inside current showcasing is
not, at this point a minor angle. Notwithstanding, the web showcasing is fundamental part of the
achievement of any business.. Therefore, internet marketing performs different role in business
like managing expenditure, cost, increasing customers base, effective market reach, developing
brand image, enhancing social recognition, developing customers trust, developing the visibility
of business, enables more detailed market research and so on (Hall, Towers and Shaw, 2017).
Thus, for these significant reasons business industries are widely concern over implementing
internet marketing to developing the operational ability of the business. fashion has consistently
been the enormous business in the UK, hence, the UK style industry is worth of £26 billion and
around 800,000 positions to the financial development. In this manner, making it the UK's
biggest inventive industry. Material and design sends out alone are assessed to be worth over
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£6.5 billion or most of British style organizations fare to different nations. The fashion industry
in UK is concern over implementing the internet marketing as the strategic tool to attain higher
growth and success, thus the digital advancement helps the business in enhancing the operational
ability via developing the range of customers within globe.
The impact of internet marketing over influencing the behaviour of customers within Marks
and Spencer.
According to Tandon and Kaur (2018), the emergence of internet marketing has
transformed the way of conducting business in today’s scenario. Therefore, it has rendered
businesses with an equal chance to promote their brands at wider level. Advanced advertising
characterized to the web based promoting, web showcasing, in this way it is just significant for
getting the wide scope of showcasing however it likewise similarly significant for the buyers as
it renders effective range of opportunity to the business to directly have conversation with the
customers. With the increasing use of internet, the businesses have shifted their marketing
strategy to digital marketing tool and the way to dealing with the buyers. Subramanian (2020),
stated that, internet marketing has transformed the game of marketing and it mainly has positive
impact over the behaviour of customers. However, customers are the key asset of business which
has plays effective role in developing the professional ability of the business (Lynch and Barnes,
2020). The aspect of internet marketing has positively influencing the behaviour of customers
within Marks and Spencer via increasing the ability to research and experience, accessible word
of mouth, increasing consumer loyalty, buyers not frequently switch the brand, not afraid of
experiments, lower tolerance level. Therefore, it can be said that, internet marketing and
consumers behaviour are effectively connected aspects and are creating value for the business in
developing the attraction and behaviour of consumers towards the brand (Perry, Kent and
Bonetti, 2019).
The challenges faces by the business due to the internet market.
According to the view of Joseph (2020), executing business over the internet can
effective offer the businesses a wide range of benefits as well as the challenges that are been
facing by the business and affecting the operational; ability of the business. It is often to hear
from the buyers that the internet marketing world is vital to explore, they genuine over us to
deliver the help and explain so individual can settle on the compelling choice for them. Web
advertising is essentially making positive advantages for the business as far as expanding the
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operational ability of the business, increasing the customer’s base and so on. whereas here are
assorted challenges like cyber and data security, online identify verification, lack of computer
expertise, issue with copy rights, high market competition, order fulfilment and so on, that are
effectively being faces by the businesses due to internet marketing, thus these are effectively be
considered by the businesses in increasing the operational ability of the business (Wang and et.
al., 2019).
The ways that can be opt by Marks and Spencer to mitigate the issue of internet marketing and
attaining competitive opportunity within market.
According to Lake (2021), marketing within the today’s business era mainly inundated
through the fresh ideas, new platforms for developing their businesses and the new tools to take
benefits of while these development are often existing or beneficial keeping up through the
alteration can quickly overwhelming for the marketers. Marks and Spencer is leading fashion
retail business which has its major concern over increasing the business opportunity via
implementing the internet marketing as the strategic tool to increasing the operational ability of
the business (Shephard and et. al., 2016). There are assorted ways like training to employees,
invest in web design, using email marketing, Hire couch and consultant, Hold contest and Give
away, using social media tools, hiring experiences employees, use search engine marketing,
ensuring security alerts and so on that are effective in mitigating the issue of internet marketing
and gaining competitive edge.
Chapter Three: Research Methodology
Research Methdology is characterized as the arrangement and methodology which is
compelling in giving appropriate help to the examination in executing the examination in right
way. This is the main space of an examination as it is successful in executing the investigation in
right way. Thusly, on account of this current examination work dependent on the part of
breaking down the job of web showcasing over affecting the conduct of clients inside UK style
retail, research system is compelling in giving appropriate help to the examination in coming to
at the critical result (McLean, Al-Nabhani and Wilson, 2018). For the execution of the current
examination work appropriate help of systems are related as under:
Research Philosophy:
Research Philosphy chiefly characterized as the faith comparable to the way, in that, data
corresponding to a marvel are should be collected, evaluated and implemented in effective
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manner. The selection of research philosophy is primarily transferring more than two angles for
example positivism and Interpretivism research reasoning. Positivism research is a philosophical
hypothesis which expresses that real thought and information is solely inferred through
experience of regular marvel and their properties and connection. Interpretivism research
philosophy is a framework and practices within the social investigation which is invested in
philosophical and methodological ways of understanding social reality (Scuotto and et. al.,
2017). In the case of this present investigation work, based on the aspect of analysing the role of
internet marketing over influencing the behaviour of customers within UK fashion retail,
Interpretivism philosophy therefore, it is effective in interpreting the aspect of the study and also
integrates human interest into the study. The choice of Interpretivism research philosophy is
suitable for this analysis as it help in providing detailed information from the views analysis of
other over the specified subject (Thomas, Brooks and McGouran, 2020).
Research Choice:
The decision of examination depends on two viewpoints for example subjective and
quantitative part of exploration. For the effective execution of the present study, encompasses
over the aspect of investigating the role of internet marketing over influencing the behaviour of
customers within UK fashion retail, qualitative research has been implementing by the
researcher, as qualitative strategy is about assortment of itemized information which controls
satisfactory data about the specific space of study (Hanaysha, 2018). In this, assortment and
examination of non-mathematical information is acted to comprehend the encounters,
conclusions and ideas. The major reason behind selecting qualitative study is that, it is effective
in providing descriptive theoretical framework about the aspect of internet marketing and its
impact over the consumer’s behaviour via he execution of suitable theories, models, concepts
and so on.
Data Collection Tool:
This is the important aspect of the research methodology which is imperative in executing
the analysis in right manner. The accumulation of information is based on two aspects i.e.
primary and secondary sources of information. Primary research is effective in executing first
hand information where specific information related to a specified subject has been gathered to
assist the work in right manner (Rahman and Mannan, 2018). Whereas, secondary study is
imperative in conducting descriptive evaluation which is powerful in leading hypothetical
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assessment with the help of get-together data by means of books, diaries, articles, etc. On
account of this current examination work dependent on the part of dissecting the job of web
promoting over affecting the conduct of clients inside UK design retail, secondary examination
has been executing by the analyst as it is compelling in creating theoretical framework via the
support of analysing the concepts, theories, models and so on based on the aspect of internet
marketing and its influence over affecting the behaviour of customers (Singh and Srivastava,
2019). However, the secondary research is effective in providing systematic literature review
which creates value in developing the theoretical framework in relation to a specified subject and
also creating suitable effectiveness in analysing the issue in effective manner.
Validity and Reliability:
The present research is said to be valid and reliable both, as the analysis of validity and
reliability is essential to determine the authenticity of the study. The study is valid as in this
outcome gained is similar via implementing different approaches, models and concepts of
internet marketing. Whereas, the study is also said to be reliable as in this information is mainly
being accumulated through the authentic and reliable sources that are significantly valid and in
nature and are encompasses over the aspect of internet marketing and its impact over the
behaviour of customers within UK fashion industry (Chamberlin and Boks, 2018).
Chapter Four: Data Analysis and Findings
Data analysis defined as the procedure of systematically implementing statistical and logical
tools to evaluate and illustrate, condense and recap or evaluating the information. An important
aspect of ensuring information integrity is the accurate or appropriate evaluation of the
investigation findings (Frasquet-Deltoro and Lorenzo-Romero, 2019) . In this particular study,
analysis has been based on implementing thematic analysis as it is effective in providing
descriptive evaluation via enhancing theoretical framework to enhancing understanding. In this,
themes are developed over the objectives and providing detailed theoretical analysis.
Theme 1: The concept of internet market and its role in the context to fashion business.
As per the analysis of the opinion of the authors, it has been discussed that, Internet
marketing is a successful comprehensive viewpoint for advertising items or the administrations
on the web. This includes a wide scope of instruments and stages for imparting through the
purchasers in like manner as site, email, web-based media apparatuses and internet publicizing.
Furthermore, internet marketing characterized to the key carried out to showcase items and
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administrations on the web or through other computerized angles. Internet marketing has
transformed the way of conducting business from traditional marketing to digital marketing.
However, the emergence of internet marketing in fashion industry plays different role in
increasing the base of customers, enhancing brand recognition, promoting the facilities,
developing online market and so on that are effectively creating value for the business to attain
growth.
Figure 1Forecast e-commerce growth in percentage of online retail / e-commerce sales 2017 to
2023.
The above mentioned graph represents that, the online retail sector of UK is the most
benefited segment via the implementation of internet marketing. These seller have been geared
up through the very initial point for the socially distanced retailing model now tedious to the
many organisations. It is very much interesting to see the development of textile and the clothing
business with the implementation of internet marketing.
Theme 2: The impact of internet marketing over influencing the behaviour of customers
within Marks and Spencer.
As per the analysis of the study it has been analyzed that, internet marketing refers to the
practice of the leveraging that is web based platforms to spread the message about brand and its
products or services among the potential people in marketplace. The techniques and methods
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used in the internet marketing includes social media channels, email marketing, Google Ad
words and many other. In current scenario brands are adopting internet marketing because of
high reaching rate in marketplace and affordable also. In terms of Marks and Spencer, company
covers various markets in different countries through their own application and third part
platforms where they provide product and service of their own brand. By adopting third party
channel on internet attracting people towards their brand become easier for them. One of the
huge changes in the consumer behavior due to the internet marketing is that modernize consumer
expert more consistent as well personalized experience. Marks and Spencer Company serve and
show their products as per customer demand and trend of market. Company regulates the offer
on regular basis so that customer attracts towards them and influences their buying behavior in
positive aspects. Through internet customers can check various categories through their smart
phone and they no need to visit any store, company serve their products and service at
customer’s door step. Company changes the consumer behavior through the offering some
discounts and huge range in each stuff sections.
Theme 3: The challenges faces by the business due to the internet market.
As per the analysis of the study executing via the secondary sources it has been analysed
that, internet marketing is the effective aspect as it creates value for the business in enhancing the
operational ability of the business, therefore, businesses are also facing multiple challenges
related to internet marketing.
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