REASERCH REPORT IN (MARKETING IN WOMEN'S FASHION INDUSTRY IN UK) - Essay Example

MARKETING IN WOMEN’S FASHION INDUSTRY IN U.K Introduction The fashion industry is one of those that is dynamic, changing almost on a daily basis, not only in the United Kingdom, but in other places globally. One of the reasons why this industry is dynamic is the influence of technology, where people always want to copy and adopt what they see on television and other kinds of media, this means that there are always new styles and approaches being copied across human cultures. The United Kingdom is one of those places where the fashion industry has highly developed, with new models coming up through celebrities and models.

The marketing approaches in the United Kingdom’s fashion industry have also played an important role in ensuring the growth and success of the industry, there are several online and offline retail stores that deal in various types and varieties of women’s fashion. People have found several opportunities in marketing and selling of women’s fashion as well as those of other gander and children (Belk 2012 46). With development of the internet technology, there has been general publicity and popularity of women, something that has necessitated a research on the existing opportunities in marketing and selling of women’s fashion, and how they can be exploited for economic and social gains for marketers and manufacturers of such fashion.

Objectives of the research The research on marketing in women’s fashion industry was carried out to in the light of two main objectives; first, it was to establish the marketing needs of women fashion in the United Kingdom as well as how to fulfill those needs. The second objective was to establish any challenges being faced in the process of marketing women’s fashion in the United Kingdom and some of the possible solutions to such challenges. Research planning The research process was designed to make good use of the primary and secondary sources, here, information relating to primary research methods included seeking information from people who deal in women fashion, they were expected to be users or sellers of women fashion including distributors and fashion designers.

This involved conducting an actual market research into areas retail and wholesale outlets to establish the marketing and demand patterns associated with women fashion in the United Kingdom. Alternatively, secondary research methods were to involve a research in books, journals and online directories about women fashion in the United Kingdom. With planning, there was sufficient human capital to collect raw data in the field and those who took the time to analyse and interpret the research findings.

Literature Review A report about the women fashion in U.K details an insightful analysis and evaluation of the general fashion industry in the United Kingdom, the report explains some of the important aspects of the fashion industry in the United Kingdom, this report explains some of the important milestones the fashion has undergone in reaching its current status (Black 2012 76). According to this report, the industry has evolved for a long time and changed significantly in the phase of people’s changing lifestyles and preferences from one generation to another.

On the other hand, a different research and analysis of women fashion in the United Kingdom explains that the industry has had to deal with a consumer market that can be described as tough and uncertain. According to this research, women fashion industry in the United Kingdom has began to tackle with some of the various challenges effectively, and increasing its presence on the global platform. The increasing number of outlets dealing in women fashion in countries out of U.K and Europe in particular has brought this about (Manlow 2007).

Following the imminent collapse of credit markets in the wake of 2007-2008 economic depression, the economy of the United Kingdom is said to have plummeted into periods of recession. During this period, there was widespread unemployment, forcing customers to cut down their expenditure on some items. In this development; total industry revenues in the women fashion went down by 0.9% in 2009-10, only to start recovering and rising by 0.4% in the year that followed. This is something unusual for an industry that devours a significant share of the overall consumer spending in the United Kingdom, however; it is important to understand that the steps taken in the industries continued a bright future for the industry.

Methodology In facilitating this research, primary and secondary research methods were sought as the main means of data collection. Primary research was vital in the provision of first-hand information, which was relevant in getting and analyzing the path which the fashion industry has followed to its present state. Secondary research methods were sough because of their efficiency in terms of costs, the research methods including reading from books, journals and documented information storage devices.

Online libraries and blogs were essential in giving information about marketing patterns, online stores and distributions outlets existing outside United Kingdom and Europe. The method was cheap, not just in terms of financial involvement, but also in relation to time. In coordination of these processes, there was actual planning and distribution of human capital. There were those people to deal in primary data collection and those to do secondary methods, at the same time; there was setting of research schedules, which later became essential in meeting timelines and delivering the final report in due time as prior planned.

Results An analysis of the online and physical retail stores and distribution centers indicated that there has been a significant increase in women’s fashion in the United Kingdom. Most of the outlets that were visited in different locations revealed that majority of vendors that specialized in selling women fashion made higher turnovers than those that sold men’s wear and other fashion for children and old people (Espejo 2010). At the same time, designers that were contacted explained that they were receiving more orders in women fashion compared to men, this is perhaps attributed to the fact that women are more fashion conscious that men.

In addition, information a sample that was made on online stores showed a high percentage of sales and fashion outlets for women fashion, in fact; there is still a growing demand for women fashion in reference to the number of online and offline stores that are being established to sell women fashion. Conclusion and Recommendations From the research report, it is evident that women fashion in the United kingdom continues to be an upward climb, this presents a huge business opportunity that promises high returns for those that will be willing to venture into it (Mauro 2014).

At the same time, the online platform continues to be the greatest source of influence in terms of fashion and other preferences, for this reason, people who are stepping up to invest in this industry should make good use of it. There is still a need to be fulfilled in the fashion industry, in this case; more designers should also emerge a d help to fulfill this growing need. Women fashion continues to remain among the most promising business ventures that need to be fully exploited. Bibliography Belk R.W. 2012.

Research in consumer behavior. Bingley, U.K, Emerald. Black S. 2012. Knitting: fashion, industry, craft. V&A Pub, London. Espejo R. 2010. The fashion industry: opposing viewpoints. Greenhaven Press, Detroit. Manlow V. 2007. Designing clothes: culture and organization of the fashion industry. Transaction Publishers, New Brunswick. Mauro F, N. 2014. Women entrepreneurs inspiring stories from emerging economies and developing countries. Routledge, New York.