Impact of Consumer Buying Behaviour on the Apparel Industry in London and Jordan - Assignment Example

Chapter 5: Recommendations and Conclusion 5 Conclusion In this section, most important aspects of the research will be summed up to conclude the work. The study was focused on answering a number of research questions based on the relationship between advertisement investment and the success in apparel industry. The first question was on the extent in which advertising determine success in apparel industry. As per the study findings, advertising in apparel industry forms one of the major strategies towards the success of fashion industry in the UK. The influence that the fashion industry has on the clients was reported to be promoted by innovations in advertising the products. Advertisements have a direct impact on the sales that fashion industry make annually making the media an integral part of the fashion industry. Remarkably, factors such as public relations, events and promotions, model agencies, trend prediction, and targeted advertisements as well as the use of sales agencies can only be achieved by harmonizing and managing strategies, which focus on ensuring that fashion products are kept open to the clients and potential customers. To be explicit on the extent to which advertising contribute towards the apparel industry’s success, the research found out that effective marketing strategies in the fashion industry contributes to revenue generation of more than U.S. $400 as spillover. Findings from the primary research indicated that despite that advertisements had average an average effect to the consumers, industries level of success was majorly determined by effective advertising strategy targeting the right group as well as age. Advertisement has a substantial effect on the success in appeals industry given the nature of the venture. Consequently, implementing vibrant and effective advertisement strategies is critical to the fashion industry’s success as it influences the consumers purchase behavior. The study also focused on the question on the platforms that apparel industry should carry out their marketing. Notably, the aspect on the right advertising platform in in case of a fashion industry is very important as a number of factors including social norms, demographic, and age affects it. Results from the study indicate that magazine ads forms one of the most influential advertisement in the fashion apparels because of its influence on customers’ trend. Given that approximately 40% of apparel industry advertisements depend on magazine, it therefore important for the fashion industry to invest more on the magazines, which will ensure that their products remains competitive in a rather competitive industry. An approximately of 36% of the fashion industry rely on internet ads that are accessible from wide range and oversees. There is an increasing trend on the use of social media such as Facebook, and Twitter among others, which has promoted internet advertisements. Additionally, the internet is viewed as for those who are fashionable; hence, internet advertisement forms the other platform that fashion industry should embrace. Recently, celebrities have been contracted to advertise specific products from the fashion industry. Consequently, apparel industry should be focused on utilizing magazine ads, intent ads, and celebrity to market their products, which guarantees them a successful business venture. How is the fashion industry in the UK different from other parts of the world? This was the last research question that the research aimed at answering. Buying behaviour affected by advertisements in the UK fashion industry is what makes the distinct the UK fashion industry from all other fashion markets globally. UK fashion industry is reported to invest approximately US $ 26.8 billion in advertisements that aim at brand equity and awareness, brand loyalty, perceived quality, and brand association. Consequently, the advertisements are effective leading to a positive perception, which further enhance the consumer loyalty. Compared to other global fashion industries, the UK fashion industry is focused on improving product awareness and popularizing the fashion industry, which is not the case with other parts of the world whose main objective is to make profit. Trends revealed in the UK advertisement as main source of information and have a fair role in mobilization of consumers in forming a positive opinion. Advertising agencies are keen in informing and attracting consumers with the help of product description and brand awareness. As a result, UK’s fashion move on advertisements in the fashion industry makes it unique from other markets. The advertisements schemes that makes the UK unique deliver and set aptly in any environment include summarized as below (Jaquiline, 2011, P. 49-53): a. Events and Exhibitions: The sponsoring of series of live programs, which are usually produced for promotion of fashion. Example of Ben Sherman which is a of high profile at fashion and music events b. Sale promotions: this aspect has been discussed in previous chapter and includes discount vouchers, competitions that might be arranged on online forum to road shows and sale promotions like money off coupons c. Sponsorship d. Public Relations and outlet real time advertisements: these tactics include press conferences and participation of the manufacturers in events like charity and mass awareness events e. Branding: brand layout and decoration, availability in stores and packages offered which contain ads and broachers, sales point displays and other music linking campaigns (Ben, 2012) f. Product Placement: clothes and a range of apparels can be given to famous people, which can prove to be a good source of publicity. The products of Ben Sherman were given to Amy Winehouse, which proved to be a type of celebrity endorsement. The promotion through this tactic is of huge importance. High profile events provide the manufacturers to avail themselves with the chance to attract consumers Summarized list of advertisement in UK fashion industries dynamics is as follows. Note that these aspects are important to achieve success before and during an advertisement campaign (Tam, 2007, P. 61): a. Information related to brand loyalty b. Perceived quality c. Brand association d. Consumer buying behavior e. Endorsements and f. Significance in advertisement content play central role. 5.2. Recommendations In 2nd chapter it was discussed that Jordanian Apparel and Fashion industry has matured exceptionally. In addition, it was discussed that as compared to nations like Malaysia, Canada, Libya, Tunisia and Turkey, Jordan has been able to establish FTAs. This move has paved way for formal commencement of Jordanian Fashion industry. It is also deemed as a step of significance in the region and other competing nations. Jordan has become a major point of apparels exports to the US. However, the UK industry has more to do to ensure that its fashion industry remains competent. The political, social and economic factors are a important that can expedite the pace and pervasiveness of the apparel and fashion industry. The multi-ethnic environment of Jordan is also favorable for the industry. In addition to this 20% of the total employment is provided by this industry (Drusilla, 2011). There are opportunities in this field therefore, it will be important to recommend marketing aspects for the industry. As noted in previous chapter the dynamics of advertisement in apparel industry in UK mainly consist of mode of promulgation, content, context, targeting an audience and factors of consumer expenditure, these dynamics are equally applicable for industry in Jordan. In this section, a contextual analysis has been made to provide for recommendations that may expedite the apparel industry. These recommendations are given below. Making name of a brand known is of foremost importance. Effective advertisements can help in capturing consumer base and certain seasonal or trending eagerness can be fomented in potential consumers. Certain trends are part of modern advertising techniques. Without which it is not possible to pitch a certain brand or product range in market. Advertisement also helps in promulgation of trends and shaping preferences keeping in view new social and cultural strides. Trends in modern advertisements are (Michelle, 2013): a. Credibility: Company gains credibility through brand management and inducing consumer centric policies for awareness and loyalty. This point can make huge uproar while the company helps itself in the competitive arena. Public relation officers and certain advertisement tactics help in establishing a feedback mechanism that shape product apparels and their future progression. To induce buying trend and impacting on consumer behavior, working on credibility is an important recommendation b. Image of an apparel company is another advertising tactic usually deployed. Also that the image is usually taken as a flourishing label for which consumers show likeness and love to wear as a signature. The effectiveness of this tactic is also of good importance for advertising agency entrusted with the task to disseminate information about apparel range available c. Celebrity Endorsement: As it is discussed in previous section that endorsement is important for consumers to be mobilized, this tactic has gained more importance so far social media has emerged. Online ads are a source for a brand to put forward an opinion leader or celebrity to run a consumer mobilization campaign. This mobilization is more effective through magazines which share around 36% of the impactful dissemination of information d. Runway shows: These shows have proven to be a newer trend in advertisement. To a question as why fashion has been limited to social media and magazine journalism, this can be an alternate way that is even closer to real time experience for the consumers. Innovation in this arena can bring a revolution in contacting consumers and helping them with tangible show of trends and preferences e. Creative Marketing Strategies: Few out of the box marketing strategies can also be opted which are currently gaining attention of fashion and apparel industry stakeholders. These can be segregated as (Tivi, 2012): i. Entering the Internet through Ads (Google ads, etc.) ii. Socializing Websites and Common trend websites iii. Getting trends viral through special campaigns iv. Samples information and detail outsourcing v. Television programs and other traditional journalism sources which have special additions and publication for the new products and hitting the consumer ambiance in international context vi. Highlighting the competitiveness and informing about the design and other product special details vii. Online interactive fashion shows has recently attracted a huge viewership. This technique has been made easier through the use of cellular applications that are present in Android and Windows Phones. Keeping in view the social, political, cultural, and economic dynamics of Jordan, which is the target market, it is important to analysis the above, mentioned recommendations. Typical new trends in advertisement of apparel industry are prone to the regional settings. The socio-political ambiance should be helpful in attaining a sustainable scenario for the apparels and its brand. Out of context and far from norms and folkways products, especially are not possible in any region. Additionally, the ethnicity, cultural compulsions and age-action matrix is must before investing capital in trends and preferences. Then it is important to formulate an advertising technique, which must contain regional touch so far as their use is concerned. Read More