Sustainability and Luxury Fashion - Essay Example

Investigating the impact of sustainability on brand perception in UK and Sweden in the fashion industry Affiliation: In thefashion world, image is king. Perception is the harsh reality that tears apart the fashion world from the very wide textile industry. But with these fashion drifts evolving ridiculously fast, the question remains whether the consumer perceptions will be able to keep up or will the fashion industry fall prey of their own success subject (Radhakrishnan, 2015). Many fashion marketers are more focused on short-term sales goals as opposed to the long-term image of their fashion brand and thus elevating the concern level on how sustainable is perception as a driving factor in the industry. Arguably, Europe was and still is a core part of the cradle of civilization and two countries that played extra crucial roles in the whole process are the United Kingdom and Sweden. In the fashion world, these two nations have made impressive strides too. They both filled with strong fashion brands that have so far withstood the test of time. Most of these brands can as well be further categorized as luxury fashion brands. Their image is at present glorious but considering how volatile the industry is, the big job is not getting to the top, the good brand loosely hanging perception is the very hard task. This research proposal looks into the sustainability on brand perception in the fashion industry in the two countries; Sweden and the United Kingdom; most importantly the impacts. Table of Contents Investigating the impact of sustainability on brand perception in UK and Sweden in the fashion industry 1 Abstract 2 CHAPTER ONE 4 1.1 Background & Statement of the problem 4 1.2 The research questions 5 1.3 Objectives of this study. 5 1.4 Significance of the study 5 1.5 Basic assumptions of the study 6 1.6 Scope and limitation 6 CHAPTER TWO 6 2.0 Literature review 6 2.1 Introduction; Theoretical literature 7 2.3 Empirical literature 8 a)Brundtland Commission 8 b)Triple Bottom Line 8 c)Sustainable fashion 8 2.4 Overview of the literature. 9 CHAPTER THREE 10 3.1 Introduction 10 3.2 Research approach 10 3.3 Research design & Data collection 11 3.3.1 Case Study Protocol 11 3.3.2 Case Study Overview 12 3.4 The study area 12 3.5 Target population 13 3.6 Methodology 13 3.7 Ethical issues 14 References 14 CHAPTER ONE 1.1 Background & Statement of the problem From its inception, the fashion industry in the United Kingdom and Sweden has never been short of variables. Hence, so as to keep up with the ever-evolving values, adopting a sustainable approach is advised. But this hasn’t always been the case. For the young consumers, sustainability is not very relevant a word in their very dynamic and very synthetic consumers’ dictionary. At this consumer’s age, ironically, change is the only constant thing. Change is pre- programmed in every young brain. The trick is evolving with the change, sleekly, of course, so as to still a factor in sustainability (Radhakrishnan, 2015). All fashion brands in these two countries are at the huge risk of toiling to the top and implementing strategies that give them the status of sustainability only to realize later that the consumers have evolved, and the customer- brand compatibility has gone off the rails. Social and basic needs, diverse as they may be, are among the top hindrances to sustainability in fashion brands in UK and Sweden. Consumers’ attitude towards sustainability though volatile is currently positive. Another worry is the inconsistencies with consumers’ responses in feedbacks in marketing research and how they act in normal lives (they refuse to ‘walk the talk’). This may be credited to financial reasons, social context or even other socio- economic diversities. Available published market research indicates that more than 51% of consumers in the United Kingdom and Sweden are more than willing to cash out more for a product with sustainability aspect while the raw market data tell a very different story; even lower than a meager 2% (Jones, & Robb, (n.d.)). Thus raising the question, exactly how do sustainability impact in the fashion industry in these two countries? 1.2 The research questions For the purpose of this study, these research questions include: a) How is sustainability different from country to country (UK-Sweden)? b) How sustainability affects brands image? c) How are brands using sustainability to shape brand perception? d) What are H&M and Topshop sustainability difference? 1.3 Objectives of this study. The very core aims and objectives of this study are: a) To identify the key success factors of sustainability in shaping brand perception. b) To review theoretical frameworks related to sustainability and brand perception in the United Kingdom and Sweden. c) To recommend strategies to improve brand perception through sustainability. 1.4 Significance of the study Considering the acute lack of authoritative, credible research in the subject matter of the question, the research is intended on shining a light on the degree of sustainability in the fashion industry in each of the two countries, Sweden and UK thus helping relevant parties to make the required strides to effect constructive change. This study will play an integral part in educating both the consumer and the corporate fashion world what to do to get the most out of each other; sustainably. The proposed research would also fill research gaps left out by other researchers; intentionally or even otherwise. This would give other researchers the power carry out research beyond the aforementioned scope. To the scholar, it will bring better comprehension of the subject under question and also hugely increase their research expertise. 1.5 Basic assumptions of the study For the purpose of this study, it has been assumed that the reader is largely familiar with both H&M and TopShop fashion brands, both of which are Swedish and British fashion heavy hitters; respectively. And since the absolute preciseness of available secondary literature could not be unarguably verified, that too had to assumed but with regards to cautionary principles. 1.6 Scope and limitation The research will be focused on the United Kingdom and Swedish fashion markets and will be further limited to TopShop and H&M companies’ case studies. Since the geographical or rather political scope of the research is unpractically extensive considering the short time limit provided for the study, the research might be limited to adopt existing credible secondary research to serve its purpose. This is after gauging the scenario and concluding that the research would be simply unrealistic if other more aggressive research methodologies were employed; if factors like time limits and monetary reservations remained unchanged. The scope narrows further down to impacts of sustainability in fashion industries in UK and Sweden. CHAPTER TWO 2.0 Literature review The second chapter is aimed at establishing important strides that other scholars have made in this very subject of research. This literature review is intended to add its humble contributions to the shallow pool of solutions available from other contributors towards the problem. The review will help the scholar evaluate the available knowledge and find gaps, bridge this gaps and offer a unique perspective to approach the problem or even form an entry point for this research. The review will as well refine and expand the abstract framework of this study by evaluating the impacts of sustainability in the aforesaid market segment. This literature review will additionally aid in ascertaining the relation, analogies or any other connections among differing study’s findings by contrasting other published studies on the same subject (Radhakrishnan, 2015). 2.1 Introduction; Theoretical literature The value of sustainability of customer perception on the brand is priceless; figuratively of course. But unfortunately, this idea hasn’t been fully adopted in the fashion industry, more so in the United Kingdom and Sweden; ideally from both the corporate and the customers’ side. This partially explains why social delusions in the fashion world, often confused with the brand image, does not reflect in the long term sale intelligence in many fashion corporations. The complexity of sustainability as a concept, especially when it is about image in the fashion industry, its impacts are extensive and it goes without saying that they cut both ways. Varying approaches to brand perception sustainability in the fashion world are highly dependent on the brand’s inner objectives and core values. Imperfect flow of information creates a habits-attitude gap between the consumers. The sensitivity of this area to research is astonishing due to the unstylish nature with which it is perceived. Considering the impacts are way far favorable than they are unfavorable, efforts should be made to lessen the gap. Repairing the flow of information will go a long way in bridging his gap; that and putting emphasis on value, rational pricing, style, and resilience. Finding trustful and honest ways of delivering quality, not to mention sustainable value to the consumers is also a plus. 2.3 Empirical literature The variations between multiple definitions of sustainability are outstanding. The notion of sustainability was introduced in the year 1962 by Rachel Carson where the interconnection between environmental, socio- economic and social wellbeing was explained. It is said to be one of the earliest awakening milestones that created a path for sustainable growth. Defining sustainable development has ever since been challenging because of its various variations. There are however three definitions that are relevant to the purpose of this study. a) Brundtland Commission “Sustainable development is defined as the development that meets the needs of current generations without compromising the ability to come generations to respond to their needs. It contains within it two key concepts: • The concept of ‘needs’, in particular, the crucial needs of the world’s poor, to which overruling priority should be given; plus • The impression of limitations imposed by the state of technology and social organization on the environment’s capability to respond present and future needs.” (Radhakrishnan, 2015). b) Triple Bottom Line Sustainable development is three bottom lines: environmental, economic and social. The three bottom lines are dependent on one another where society depends on the economy, which in turn depends on the global ecosystem, i.e. the environment.” c) Sustainable fashion “Sustainable fashion can be defined as fashionable clothes that incorporate fair trade principles with sweatshop-free labor conditions while not harming the environment or laborers by using biodegradable and organic cotton, and intended for a longer lifetime use, that is made in an ethical production framework, perhaps even locally, that causes little or no environmental impact and makes use of eco-labelled or recycled materials” (Aspers, 2006). 2.4 Overview of the literature. This study has used the definition of the sustainable fashion as a theoretical structure to describe and examine the effects of the concept of sustainability in the fashion industry in UK and Sweden. The supply chain is viewed from three perspectives: the product life cycle, the consumer, and corporate social responsibility (Aspers, 2010). In the product life cycle, environmental impacts are evaluated across the whole supply chain, and it includes a focus of the end-of-life stage for the product as well (Gardetti, 2013). The end-of-life stage will either indicate reusing the product, recycling the material into a new creation or final throwing away. Regarding sustainability, best-case scenario means reusing or even recycling whenever possible (Aspers, 2006). Since the consumer is the actor who makes sustainable business possible, this perspective is important to sustainable strategies. Previous researches show that consumers are interested in sustainable fashion but may not go the whole nine yards in actively supporting it. It is appreciated that this is due to the lack of availability and consumers’ lack of awareness of sustainable fashion, thus the importance of implementing strategies in educating consumers to enable and create a desire for sustainable decision-making in the future). The question of what consumers interpret as sustainable fashion, however, remains (Aspers, 2010) CHAPTER THREE 3.1 Introduction Chapter three outlines in details the procedure and methods the scholar will use in data acquisition. It additionally includes the study area, the design employed for the purpose of this study, the population involved in the study and most importantly the research methodology adopted. 3.2 Research approach This section details the procedures and plans to be adopted for the research. For this study an inductive research approach will be used that seeks to move from specific observation to a general theory. The approach is suitable as it helps the researcher develop an in-depth understanding of the situation under study from the perspective of those already in the situation. The approach will help establish where the issues are so as to generate a hypothesis by discovering the agenda of those under research which is simply achieved by listening and watching their behaviours (Krishnaswamy et al, 2006). 3.3 Research design & Data collection Sample organizations, H&M and TopShop has been picked keeping in mind the end goal to assess the impacts of sustainability in the fashion business in both UK and Sweden and in this case just information gathering tool. The main focus is on higher differential between the two firms’ sustainability policies. Along these lines two brands have been chosen, together with their geographical convenience, H&M and TopShop. These two fashion brands have genuinely distinctive brand values when it comes to addressing sustainability and thus it is exciting studying these two brands, not to mention educative. Interviews and questionnaires will be the main methods of data collection to be used in this study. Observation as a data collection method will also be partially be employed. Both the interview and questionnaire questions will be in a semi-structured open ended format so as to allow the respondents to express themselves fully which is suitable for a fashion industry study. 3.3.1 Case Study Protocol A case study protocol is the instrument to be use which in this case will be two case studies of UK and Sweden. The protocol contains the instrument, the procedures and general rules that were followed in using the instrument. The following is a summary of the case protocol used in this study: 3.3.2 Case Study Overview Aim To investigate the impact of sustainability on brand perception in UK and Sweden in the fashion industry. Objectives of the study To identify the key success factors of sustainability in shaping brand perception. To review theoretical frameworks related to sustainability and brand perception in the UK and Sweden. To recommend strategies to improve brand perception through sustainability. Guide for case study report Outline Logical structure Format for narrative Clearly communicate the findings and lessons Results, Discussions, Conclusions and recommendations 3.4 The study area The study area is limited to political borderlines of Sweden and the UK but with the globalizing and exporting as big a factor as it is today, the study area is virtually borderless, limited only by these two firms global market scope. 3.5 Target population The target population is the general population of the United Kingdom and Sweden fashion industries consumers and other major relevant parties. This is further narrowed down to those that only involve H&M and TopShop fashion brands. 3.6 Methodology With regards to the huge scope of the research; investigating the impact of sustainability on brand perception in the fashion industry in two countries; Sweden and UK, the selected methodology has therefore been optimized to as many aspects as precisely possible. Looking over reflective journals and authoritative credible publications, initially the concept is established from the prevailing published literature and defined in its scholastic structure before being adopted later in the realistic portion of the research. The research will adopt the interprevitism research method. The method manages to integrate human interests into the study which would be suitable for a study into fashion industry. The method relies on understanding the consumer behaviour at the individual level with specific interests on the consumer’s mind-set, logic of meaning and their belief system. The method has an advantage in this fashion industry study because it allows both the respondent and the researcher to bring something valuable and distinctive into the study. The method will rely on observation and interviews with there being adequate dialog between the researchers and the respondent so as to allow them to construct a meaningful reality (Takhar-Lail & Ghorbani, 2015). 3.7 Ethical issues Among other issues, the study will consider any personal or rather sensitive information that might be encountered in the course of the research with upmost confidentiality and will not reveal any personal identifying information that might be collected. Any statistical or market research firms that might offer statistical data to be used in this can rest assured that their data will be handled in the most ethical of ways. The guidelines of conducting ethical research will be adhered to, to the very end. References Aspers, P. (2006). Markets in fashion: A phenomenological approach. London: Routledge. Aspers, P. (2010). Orderly fashion a sociology of markets. Princeton, N.J.: Princeton University Press. Aspers, P. (2010). 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