MSc in Management in the UK Clothing Industry - Dissertation Example

Computers and the internet have changed the way people, live and think. It has brought about changes in lifestyle and in the way people shop. The rapid growth of the information and communication technologies has transformed the way people interact and conduct business. The internet has helped businesses to interact, exchange and grow together. It provides a platform to transact business known as business-to-business (B2B) or business-to-customer (B2C) and has definite advantages over the traditional way of transacting business (Amit & Zott, 2000).

eBay had initiated the C2C e-commerce market on the internet and since then consumers sell to each other with the help of an online business search as eBay (Kim, 2005). Real-time trading takes place while eliminating or reducing paper and paperwork through automation, online transactions and payments. It has allowed people to integrate several business functions such as marketing, administration, payrolls, finance or accounting. Marketers tend to take advantage of this technology to enhance their marketing operations and it is increasingly being used a new channel of distribution.

Even small entrepreneurs have opened websites on the internet and have been taking advantage of this new channel of marketing and distribution. The UK clothing industry to has undergone tremendous changes with intense competition in the field. Competition has increased due to global sourcing and this has made the marketers turn to the internet for reaching the consumers. However, knowing what the consumers want can be difficult as consumer demands keep changing. Each consumer is unique and this is reflected in the consumption pattern and the purchase process.