Retailing of Fashion Products - Research Proposal Example

Contents Retailing of fashion products Introduction Fashion is popular in the modern day life. It mainly involves footwear, body piercing, clothing, accessories and also makeup (Agins 2000, p.33). It is distinctive and most of the times a habitual trend that people uses. Fashion is the prevailing styles in the behavior of persons and also modern creations by the designers of garments (Bickle 2011, p.10). The term costume has also been in the recent times been used instead of fashion, and it has a sense of fancy dress (Easey 2009, p.18). In the field of marketing on the fashion industry, it involves the management on the movement of garments from the initial stage of designs to presentation of the products to the consumers (Agins 2000, p.34). The main objective of marketing in the fashion industry is to maximize sales in the retail outlet and hence profits. In order to make fashion marketing successful one needs to understand the desires of consumers (Easey 2009, p.19). Once the desires are understood, the retail outlet supplies the required products. Marketers can make the use of media coverage and also sales tracking data to understand the needs of consumers. Producers are also able to get feedback on the type of products they are required to produce. The field of marketing is, therefore, responsible for identifying the target consumers of the producer and also responds to the desires of the consumers (Bickle 2011, p.12). Literature review Marketing exists in both retail and also wholesale levels (Easey 2009, p.20). Producers who do not trade their products at the retail level must sell their products at wholesale price. Retailers are the people who buy from the manufacturer at wholesale price and sell the products at retail. The retailers may be department stores, online sales companies and also boutiques. It is also common to use Catalogs, fashion shows and also sales force together with samples to establish a fit among the producers and the retail customers (Bickle 2011, p.13). Marketing in the companies that do not trade their produce at the retail level are involved with matching products to the customer. Promotion activities are also involved with at both retail and wholesale level. Marketing makes the use of media in advertising their products; it is in the efforts of making the brand recognized. The reputation of the brand is also improved, and diverse characteristics such as low price; quality and also trendiness are associated with the product (Easey 2009, p.21). The luxurious fashion industry is very significant in the economy of the nation. In terms of sales, the industry records a sales volume of more than US$ 252 billion every year (Bickle 2011, p.17). The industry has also recorded growth for the last 16 years and is said to be among the most profitable and appealing industry in the modern day. On the addition to the economic value of the fashion industry, it also assists in the development of fashion products to the market. Luxurious fashion is the leader in the world of fashion, and there are many imitations in the market (Easey 2001, p.10). The Great Britain is a leader in the manufacture of clothes and also high-quality fabrics. The industries produce goods worth £8.5 billion. The industry also employs 150,000 people (Easey 2001, p.11). The industries are involved with the production of high- quality fabrics. The industry of fashion in UK is worth £44.5 billion (Hines & Bruce 2007, p.12). The retail sales in United Kingdom recorded over £285 billion. The designer fashion also makes a £450 million contribution to the UK economy every year (Jackson & Shaw 2009, p.44). The retail sector of the fashion industry also generates 8% to the GDP of the state. The approximate number of retail outlets of the fashion industry is 293,510 in the United Kingdom. Every household in United Kingdom spends £471.0 per week on fashion products (Hines & Bruce 2007, p.13). Much money is used in clothing and also footwear in United Kingdom. Estimates indicate that over £41,054m is spent in the industry annually (Lea-Greenwood 2013, p. 47). Therefore, consumers in Britain spent £46.2 billion in 2009 on the clothing and other fashion products (Agins 2000, p.35). Large amount of the funds spent by consumers is recorded in the retail outlet however the online fashion market is still growing (Easey 2001, p.12). The use of internet is common to consumers as they seek bargains to the products. It is also a platform that enables consumers to compare the prices of products in the fashion industry. However, precaution is observed when customers are involved in online trade (Jackson & Shaw 2009, p.45). The growth of internet retailing for fashion products is making contribution to the growth of the economy. Modern applications such as the iPhone have enabled the growth of online trade. Merchandising is also closely related to marketing (Agins 2000, p.36). It has the efforts of increasing the sales and also profits by inducing customers towards purchasing the products of the company. Merchandising is associated with the sale of right products, at the appropriate time, with the right price and place and also to the right customers. Fashion merchandisers have to make the use of data received from the marketers concerning the preferences of the customers (Lea-Greenwood 2013, p. 48) It is also important to stock the appropriate products and also not in excessive quantities (Lea-Greenwood 2013, p. 50). The products should be made attractive to the customers and also offered at attractive prices, however, the profits of the company and retailers must be achieved. Overstocked products are also offered on discounts. The products are also represented in an attractive way and are also involved with by the merchandising field (Hines & Bruce 2007, p.14). The products also have to be accessible in the store windows as displays and also in the promotional events. The latest products must also be adopted in the stores so as to meet the needs of the customers. The computer program is designed to be used in the department store to use automatic ordering of goods and also quick delivery of goods (Agins 2000, p.37). The research will, therefore, research on the amount of products a retail shop can trade as well as stock. Which types of products are worth to stock so that customers will come looking for them. The research will also identify the various methods a retail shop can advertise its products as well as the merchandising methods. 3. Research Methodology The methodology used in research includes research philosophy, approach and strategies adopted to conduct research. The study will make the use of a research onion that was developed by Saunders et al. (2012). It is to guide the gaining of knowledge and will answer questions that are involved in the study. Figure 1 illustrates the research onion. Figure 1: Research Onion Source: Saunders et al. (2012) 3.1 Research Philosophy Research paradigm is involved with the research methods and also the research philosophy. The combination of the two aids the researcher to gain understanding as well as knowledge about the research topic. The research philosophy to be applied is Positivism Philosophy. The philosophy is based on a methodology that is highly structured and hence enhances the achievement of generalization and also quantifiable observations (Kothari 2005, p.54). It also aids in the evaluation of results by the use of statistical methods. The method is commonly applied in natural science due to its objectivity. Interpretive Philosophy is also applied in the method of research. The philosophy indicates that the management cannot be formulated in the law and theories that include the natural science (Kumar 2005, p. 39). Interpretive philosophy indicates the thinking of the positivism philosophy. However, Positivism Philosophy will be applied in the study as it is more relevant. 3.2 Research Approach Under the second layer, the research approach layer, the study would adopt various approaches. There is a wide relationship between Quantitative research and also positivist/post-positivist paradigm. The research involves the collection and also the conversion of information into numbers. The method allows statistical calculations to be analyzed and hence draw the conclusions. Qualitative research is also a method to be applied. It is an approach that is associated with social constructivist. It is involved with recording, analyzing and also attempt to discover the meaning and also the importance of human belief and behavior. The approach enables the researcher to acquire a rich and also complex knowledge on the experience of people. It also enables the researcher to gain data that can generalize other groups. Mixed methods are also applied it is also referred to as Pragmatic approach towards research. The pragmatic approach to science is get used in the study, and it is best suited in the scenario. The researcher will not be in the problem of philosophical debates on the best approach. The Pragmatic researchers hence contribute to them the freedom to use other methods (Kumar 2005, p. 40). Thus, the study will make the use of mixed methods towards research. 3.3 Research Strategy The research strategy is the third step in the research onion. The researcher will make the use of survey as a strategy to gather information. The approach would also make the use of secondary data and from a systematic literature review it is because conducting a survey would be an expensive process. It is because much time and also resources used to gather data. The data collected from the use of survey will also provide adequate data. The surveys would employ experts as a source of information. The researcher will sample the experts on personal judgments. The experts who have a wide knowledge in marketing of fashion will be used in the research. The use of interviews will also be applied in the research. It is because it is a method of collecting data that is comprehensive as it allows room for clarification. Information that is not clear is made clear when interviews are conducted (Kothari 2005, p.55). 3.4 Data Analysis As stated, the study would adopt a mixed research approach. Data analysis is the method of using statistical data and also logical techniques. It is a method used in the illustration and also a description of dense data. The method allows for the recap and also evaluation of data. In the method, various procedures are applied to draw inferences from the information. The information that is required is obtained, and that which is not required is filtered. In the quantitative research, data analysis is comprised of statistical procedures however; analysis is an ongoing procedure where information obtained is continuously analyzed. The researcher will analyze the pattern in the observation in the whole process of data collection. However, the form in which the data will be analyzed will be determined by the observations in the process of gathering information. It is also significant to see to it that data integrity and also accuracy is observed. It will ensure that the research findings are appropriate. False analysis misleads scientific findings and hence misleads the casual readers (McNeill & Chapman 2005, p. 26). 3.5 Reliability and Validity of Data and Methods Validity of the data obtained can be illustrated to be the degree to which an investigation weighs what it was meant to weigh. The basic approach to the validity of the research involves three approaches that include the validity of the content, the construct validity and also criterion-related validity. In the aspect of content validity, it establishes the level unto which test objects represents the property being investigated. In order to identify the validity of the content, the researcher will identify the content that will be represented. Items from the content will then be chosen randomly, and a researcher will ensure that they accurately represent information from the entire related fields (Rugg & Petre 2007, p.9). The reliability of the data that the researcher obtains are dependent upon the extent to which the instrument gives similar results on repeated occasions. However, the unreliability of the data obtained is present in most of the times. In the scientific research the level to which accuracy of obtained is of great significance. The research evaluates the physical features that can easily be associated to the precise value. The numerical assessment made to individuals on the aspect of their mental attribute is accepted to be the numerical assessment of the individual’s physical attributes. However, it is significant to have knowledge on the values based on the mental attributes and cannot be precise. The impression is at most of the times looked upon to have little practical concern (Walliman 2006, p.11). 3.6 Research Limitations The influences that the researcher cannot avoid are referred to as limitations. These are the conditions or the shortcomings of the research that the researcher cannot control. The conditions pose restrictions to the methodology of research and also the conclusions. The researcher should consider the limitations involved in the research. While a mixed research method would be considered in performing a systematic review of previous researchers to gather data for the quantitative method introduced various concerns (Kumar 2005, p. 41). First, any errors and assumptions not indicated in the original studies risks being propagated to the present study. The errors could be carried forward to the present research. Second, since the previous studies investigated different research purposes, and were conducted in the past, their findings might be less relevant in the present study (McNeill & Chapman 2005, p. 27). 3.7 Ethical Concerns Research ethics needs to be observed when the research involves human subjects. Different methodologies in the research have the same ethical concerns. The ethics in research involve the manner to which one is expected o behave (Gregory 2003, p.30). There are various issues that the researcher needs to observe among them is respect to the dignity of other people. The researcher should also respect the informed consent of the participants in the research. Vulnerable individuals should also be respected when the research is being conducted. Privacy is also another issue that needs to be observed. Confidentiality of the participants should at all times be observed during and after the research. The benefits of the research should also be balanced with the harmful effects. The research methodology observed should also minimize harm and also maximize the benefits. However, due to the use quantitative phase and also secondary data the observation of ethical issues was not a requirement. When human subjects are not involved, the need for ethical concerns was not required. However, in the qualitative phase, the participation of fashion experts introduces a requirement for ethical observations. First, the consent and participation of fashion experts will be sought to establish that no participant was coerced into participation. Second, the experts would be free to drop the research before and during the interview session and not face any consequences. Third, anonymity of the experts would be observed, such that their suggestions will only be numbered to ensure they are not identified and possibly victimized when they pass critical data (Goddard & Melville 2001, p. 36). Conclusion In the retail of fashion products, it is significant to have a good product so as to succeed in the business. In the marketing field, the product is referred to as an item that fulfils the desires of the customer and also creates a desire on the customer (Bickle 2011, p.13). However, it is good to understand that in the fashion business products that are designed are not yet known to the customers. Therefore, various strategies are applied to ensure that desire is obtained on the use of the products by customers. Price is also an important aspect in the fashion industry; it is a reference to the amount of money that is charged for one to have a product. Price can also be used to reference the value equation. It is the brand that is created in the mind of the consumers (Easey 2009, p.21). The benefits and also the utility of the consumer retrieve from purchasing the product is of great importance. Therefore, the quality of the product, design and also goodwill is of great importance. A good location is also importance to be able to succeed in the fashion industry. References List Agins, T. (2000). The end of fashion: How marketing changed the clothing business forever. New York: Quill. Pp.33-37 Bickle, M. C. (2011). Fashion marketing: Theory, principles, & practice. New York: Fairchild Books. pp 10-17 Birch, M., Jessop, J., Mauthner, M., & Miller, T. (2002). Ethics in qualitative research. London [u.a.: SAGE. Pp.15 Easey, M. (2001). Fashion marketing. Oxford, England: Blackwell Science. Pp.10-12 Easey, M. (2005). Fashion marketing. Malden: Blackwell Science Ltd. Easey, M. (2009). Fashion Marketing. Chichester: John Wiley & Sons pp.18-21 Goddard, W., & Melville, S. (2001). Research methodology: An introduction. Lansdowne: Juta. Pp. 36 Gregory, I. (2003). Ethics in research. London: Continuum. Pp. 30 Hines, T., & Bruce, M. (2007). Fashion Marketing: Contemporary issues. Burlington: Elsevier. Pp.12-14 Jackson, T., & Shaw, D. (2009). Mastering fashion marketing. Basingstoke [England: Palgrave Macmillan pp.44-45 Kothari, C. R. (2005). Research methodology: Methods & techniques. New Delhi: New Age International (P) Ltd. Pp 54-55 Kumar, R. (2005). Research methodology: A step-by-step guide for beginners. London [u.a.: SAGE. Pp. 40-41 Lea-Greenwood, G. (2013). Fashion marketing communications. West Sussex: Wiley & Sons. Pp.47-50 McNeill, P., & Chapman, S. (2005). Research methods. London [u.a.: Routledge. Pp. 26-27 Rugg, G., & Petre, M. (2007). A gentle guide to research methods. Maidenhead [u.a.: McGraw-Hill/Open Univ. Press. Pp 9 Walliman, N. (2006). Social research methods. London: SAGE. Pp 11 Read More