Such company as SuperGroup specializes in retailing of youth fashion clothes; at the moment it comprises the following brands: SurfCo California, 77Breed, and Superdry (SuperGroup, unpaged). The management of this firm strives to achieve the following strategic objectives:
To increase the number of standalone stores in the United Kingdom;
To broaden the variety of the products;
To develop new methods of distribution, in particular, the management wants to make online offerings;
To enter new markets, namely, the Far and Middle East (Regulatory News Service, unpaged). The management does not set the exact timelines for achieving these objectives, yet, we can suppose that these policies will be implemented within the next five or ten years.
This organization focuses on a few target markets, mostly young people of both sexes, whose age ranges from fifteen to twenty five (Supergroup, 14). During the last five years, SuperGroup has become one of the most popular brands in the United Kingdom; in part, it can be explained by successful advertising strategies.
The major competitors of this enterprise are Primark, Mexx, and SOliver; these companies are particularly dangerous to SuperGroup, because they also target adolescents and young adults (Grant, unpaged). In fact, SuperGroup has already had legal dispute with Primark due to copyright infringement (Grant, unpaged).
Yet, SuperGroup has several strengths, allowing them to get completive advantage over other firms:
Increasing popularity of the brands;
The broad range of their products that includes jeans, sweaters, T-shorts, polo shirts and so forth;
Efficient operations (Regulatory News Service, unpaged). We can add to this list such competencies as experience in the field, excellent knowledge of a specific target audience, and already-established reputation at least in the UK. These are the qualities that would help the company in the future.
Judging from PESTLE analysis, we can conclude that the company may be influenced by several factors. First, we need to mention economic and political changes in Turkey, China and Peru because the majority of their suppliers are located in these countries (Regulatory News Service, unpaged).
This dependence on foreign suppliers exposes the company to such threats as fluctuations of foreign currencies or even oil prices. Secondly, we need to speak about the ever-changing social lifestyles of adolescents and adults: one has to remember that fashion trends constantly evolve and any change in such trends would force the company to produce new articles of clothes and even to disrupt their manufacturing process because some of their brands may no longer enjoy any demand among the customers.
When speaking about economic factors, one has to bear in mind that fashion industry is one of those areas, where buyers power is very strong. This can be explained by a great number of players in the market and intense competition among them. These are the key issues that the management of SuperGroup should take into consideration.
Analysis of internal and external environment of the company
The first thing that we need to discuss is the target audience of SuperGroup. As it has been mentioned before, these are people, who belong to a narrow age group (15-25 years).
Many of these people share a common property; they are financially dependent on their parents and very often they cannot make purchasing decisions on their own. We cannot prove accurate statistical data, but it is quite possible for us to argue that the majority of SuperGroups customers attend either high school or college, and it is rather unlikely that they earn their living.
Therefore, the sales rates of SuperGroup can be influenced by parents attitude toward their clothes. This is one of the greatest challenges, encountered by SuperGroup: on the one hand, they need to meet the demands of teenagers and adolescents, their main customers; on the other hand, they need to live up to the expectations of their parents.
Under the circumstances, it seems quite prudent for the company to enlarge its target audience. To be more exact, they need to broaden the age range of their customers. One has to bear in mind that youth fashion is one of the most changeable or unsteady industries: those clothes, which were considered to be at the cutting edge ten years ago, now seem to be commonplace. In sharp contrast, adults, especially those, whose age ranges from twenty-five to thirty are much more regular fashion preferences (McKelvey & Munslow, 40).
We need to stress an idea that the financial success of clothes manufacturers largely depends on their ability to predict fashion trends (Goworek, 32). Fashion forecasting allows companies to curb their marketing and operational expenses (Goworek, 32). This is one of the core difficulties, faced by SuperGroup.
In this regard, we also need to point out that youth clothing is not heterogeneous. For instance, the clothing, manufactured by SuperGroup, can be viewed as an example of casual style[1]. These products are more appropriate for everyday use than for some formal occasions. Such clothing aims to emphasize physical attractiveness of its wearer and his/her carefree lifestyle.
In contrast, the chief rivals of SuperGroup such as sOliver try to manufacture more conservative clothes; they pay more attention to formal style[2] (sOliver, unpaged). This is one of those strategies that would enable SuperGroup to attract more customers, who can make independent purchasing decisions.
Another issue, which is also worth discussing, is the growth strategies of this company. The management of this company plans to enter such markets as the Far East, the Middle East and South Africa.
To large extent, this choice is quite understandable because these are the emerging markets which remain relatively unexplored. Nonetheless, there are some other markets that SuperGroup should not disregard, for instance, Eastern Europe (Hines & Bruce, 24). Prior to deciding which markets to enter, the management should carefully consider cultural differences existing between people.
For example, there is very little likelihood that SuperGroup products will enjoy considerable demand in the Middle East mostly because of an entirely different dress code. The very attempt to penetrate Middle East markets can turn out to be very costly for this company, while the dividends will be minimal. This case illustrates that the development of marketing strategies has be based on cultural and anthropological findings.
While discussing marketing strategies, we must not overlook supply chain management. As it has been noted before, the company closely cooperates with the manufactures from Turkey, China, India and Peru (Regulatory News Service, unpaged).
This outsourcing enables them to decrease operational costs at no expense for the quality of the product. Yet, they should not disregard the fact that at least one of these countries, Peru is marked with political and economic instability because at this point the country is at the stage of transition from state economy to market economy (Maxwell & Mauceri, 39).
This is the companies, operating in this country run several risks, such as changes in labor legislation, inability to control manufacturing process, or increased costs of transportation (Isenheim, 2). Furthermore, one has to bear in mind that that the standards of living in this areas can rise, thus, the outsourcing itself may no longer be profitable. This is the key reason why the management of SuperGroup should decrease their dependence on foreign suppliers.
These are the key factors that affect or may affect the companys performance. Some of these factors are connected with the internal environment of the company, its production process, supply chain management and customer focus. To some extent, the management can control these forces. In turn, political situation in a foreign country or labor situation are out-of-control factors. The firm can only avoid or minimize the risks, associated with the external environment.
Recommendations
On the basis of this discussion, we can make the following recommendations:
The company should manufacture clothes that would be suitable for people of older age: the age of their customers should range from fifteen to thirty or even thirty five;
The management of this organization should manufacture clothes that would be more suitable for formal occasions. These strategies will enable SuperGroup to enlarge their market share and boost their financial performance.
Finally, these strategies will make their fashion forecasting and subsequently allow them to avoid unnecessary expenditures on production and marketing.
The research proposal examines the impact of fashion on international students in London, focusing on how their style evolves throughout their studies. It also discusses the effects of London cultures on overseas students and the cultural traits that affect students culture shock experiences. The proposal looks at the personal experiences of a small group of international students living and studying in London, utilizing first-hand accounts of how they make sense of their university experiences abroad and integrate them into their lives and personalities. The number of overseas students at U.K. higher education institutions conjures up a picture of the world as one big family. Even though fashion trends change, a societys ideals are established and implanted following its culture and beliefs. Fashion is more than just an audaciously mirrored image of reinterpreted good old importance in attaining any identical aim or target, but rather an expressive and creative thought worthy of being presented for public acceptance that helps individuals become more instinctive.
London students have a different clothing code that makes native students stand out, but it is simpler for international students to blend in. Being challenged by a different culture may be a positive and enlightening experience, leading to increased self-awareness and acceptance of other cultures. Above all, international students feel compelled to protect themselves against intellectual and psychological harm.
The research paper will perform several focus groups and qualitative interviews in an academic session for overseas students at a London-based institution. The researchers will examine personal testimonies of international students cultural and social backgrounds. Using a case study methodology, the researchers will use qualitative methodologies to delve into the individuals subjective and different viewpoints. NVivo 7 will be used to complete the data analysis for the study. The respondents will actively participate in invalidating the analysis process through validity and reliability.
Introduction
The number of international students in the United Kingdoms higher education institutions conjures an image of the globe as a global community. The impact of this variety on the U.K. economy has been significant. Nonetheless, the study on how international students might adapt to U.K. culture is still elusive. The United Kingdoms culture gets reflected in the fashion trends, and it turns out to be impressive to most international students (Oakley et al., 2017). The fashion business in the U.K. is increasingly intertwined with the internet world, impacting the countrys culture.
Although fashion trends keep changing, a societys principles are formed and instilled following its culture and ideas. Fashion is not merely an audacious reflected picture of reinterpreted good old importance in achieving any purpose or objective similar, but rather an emotive and creative notion worthy of being displayed for societal approval that helps people get more instinctual (Delaney, 2017). A persons physical appearance means communicating nonverbal cues like possible hints about their social standing, beliefs, and habits. Fashion communication has experienced a 180-degree shift in its communicative characteristics, beginning with displaying a whole picture of how individuals appear and feel to communicating the emotional states through engaging instruments in the clothing.
International students begin on a fantastic journey. They go to the U.K. to broaden their scholarly and global understanding. On the other hand, encounters may be frightening and unpredictable at first. Some overseas students may get bewildered by very little cultural diversity, whereas others conceal their uneasiness and strive to fit in, resulting in more perplexity. All overseas students can experience sensory overload to varied cultural degrees at a certain point. Mentors who understand how to help students cope with and overcome cultural clashes can add to students performance, and the pleasure of their stay in the U.K. Counselors know the individual and cultural aspects that impact a students learning style and encourage them to get over the culture shock experienced in the initial stages.
The Rationale of the Study
London is a major global player in international education, and it is the second most popular market for international candidates. The number of worldwide students pursuing education in the United Kingdom appears to be growing. Regardless of the global economic meltdown or the problems of a post-September 11th world (Oakley et al., 2017). This research proposal aims to determine how fashion and cultures affect overseas students in London.
The project will investigate the personal experiences of a selected group of international students living and studying in London, using their first-hand narratives of how they make logical sense of their abroad university experiences and assimilate them into their lifestyles and personalities. The individual travels of the students are documented through a three-stage procedure that progresses from initial high anticipation through cultural shock and diverse ultimate modes of assimilation.
Research Questions and Objectives
How do international students in London change their looks and how they present themselves during their studies?
What do international students think of the current student developments culturally?
How do fashion trends in London change the way international students think about the stereotype of student fashion?
Research Objectives
Evaluate the effects fashion has on international students in London, highlighting how they transform their style over their study course.
Discuss the influence London cultures have on international students touching on the cultural characteristics that influence students experience of culture shock.
Literature Review
There are over 750,000 students who come to the UK to study each year in higher and further education, in independent and language schools. Some come for short English language courses, others for PhDs at the frontier of scientific research. The UK has a long-standing comparative advantage in providing education to international students based on the importance of English in the global economy and the high quality of the courses offered. Historically, the UK has the second-largest group of international students in the world after the US but there is a real risk it will be overtaken by Australia in the near future. And the UK leaving the EU poses new threats, and there are no grounds for complacency. As can be seen in Figure 1, international student numbers have risen in recent years (International student statistics in UK 2021, 2021, para. 1). Nevertheless, the UKs overall market share has fallen slightly and competitor countries are more active in recruitment.
Impact of Fashion on International Students in London
For several reasons, fashion is an essential component of the student experience. What you wear speaks a lot about a student, from a soccer teams sports uniform to an independent kids band T-shirts. Clothing, for the international student, frequently conveys a tale about not just who they are at the moment but also how their culture presents itself. Traditional attire is integral to many cultures community festivals and cultural manifestations (Kettle, 2017). For example, traditional clothing from the complex sarees of India can symbolize cultural ideals and communal identification.
Figure 1: International students in the UK (International student statistics in UK 2021, 2021).
Fashion has always played a significant role in how people describe themselves and each other. As a result, it has the potential to be a formidable instrument of persuasion (Kettle, 2017). This may be overt: research shows that people who wear suits or uniforms are more prone to trust and even accept their demands. Fashions effect may also be indirect, resulting in global influence (Turner and Acker, 2017). Prominent persons get linked with specific garments, which they intentionally utilize to create an image of themselves or their nation, from Wellingtons pumps to Gandhis scarf to Maos Mao-suit; from Elizabeth Is ruffs to Dianas outfits to Thatchers purses.
However, British fashion offers soft power advantages in addition to economic benefits. With six of the worlds top 20 fashion colleges, the United Kingdom is the global leader in fashion education. With an average of 1,500 overseas students registering in British fashion courses each year, particularly hundreds from China and East Asia, the school system is mainly international, as with much of the Higher Education industry. Many of the catwalk designers during London Fashion Week are from countries other than the United Kingdom, reflecting the industrys global nature. Therefore, England being a notable nation worldwide, it is easy for international students to fit into fashion styles without time after attending London colleges.
College fashion in London affects the lives of international students, as it has on the other students. Deciding whether to dress in traditional dress while living overseas can be a tough choice for students. Traditional clothing is an integral part of cultural affirmation in many regions worldwide, and when students dress in it, they feel more at ease. On the other hand, others may prefer to dress in Western attire. Colleges do not have a dress code, so students must decide what to dress up for (Gomez-Lanier, 2017). International students must spend substantial time planning about and choosing their fashion sense, particularly if they want to adapt (Han, 2017). The apparel industry in London is constantly evolving, and to catch pace, one must continue to read, investigate, and learn about the current developments. Fashion is also an artistic expression for several students. It makes them feel more at ease and confident while displaying their authentic selves worldwide.
Student Cultural Background
Students in London have a unique dress code that makes native students stand out, but it is easier for other students from overseas to fit in. The way women accessorize and appear luxurious in London schools in the afternoons and evenings lets international students feel like outsiders. People in Jordan dress more conservatively and according to religious or traditional standards. However, a few Jordanians have a consistent theme to Europeans overall, so it is not surprising. Layering is a notable fashion trend in London, attracting many international students (Ammigan and Jones, 2018). People in London wear so many layers due to the extreme weather conditions, and most international students appreciate it. That is something in England in terms of dressing like Mexico, though there is a greater variety of styles in the United Kingdom. Mexican students are more uniform.
Some Mexican students have no reason to wear a trench coat in Mexico. In the U.K., however, they wear one daily because they have gotten to the point of adoring trench coats after understanding the culture in London. However, in some cases, international students get surprised by the number of individuals who regularly wear black or various shades of grey. Thats not something most international students encounter in their native countries, even in winter. Many students here, particularly those studying artsy subjects, clearly put a lot of thought into how they outfit and try to cope with new trends in London. On-campus, youll notice many people with unusual haircuts, piercings, and bright leggings (Aktas et al., 2017). Some international students in London from France think the main distinction between France and the U.K. is that students in London are extra brave and can wear things that French people, who dress more cautiously, would look at in despair.
Despite the slight changes in fashion in London, most international students do not entirely change how they perceive dressing or how they present themselves. They believe that society is now more accessible because of technological advancements, and peoples clothing styles are more related than before. While studying for a bachelors degree in their native language, some international students dress a little more formally; blazers and matching shorts or skirts, dressy clothes and shirts, and the like (McKay and Bokhorst-Heng, 2017). However, most of them now own funkier pieces, such as leather boots, which they wear with denim. Being smart or classy may vary between different regions and millennia (McKay and Bokhorst-Heng, 2017, p. 45). People have very different ideas about what it means to be elegant. Furthermore, there are various factors influencing the publics view of fashionable clothes, as well as individual choices.
Style and fashion impact students daily moods and help them mirror their personalities. At the same time, the way people dress has a significant impact on how they interact with others and society as a whole. Sometimes international students prefer to dress in more comfortable clothes, without regard for color or style. However, some value brands and choose their outfits with this idea in mind. Style is relevant to international students, and it influences how others perceive them, even if only at the subconscious level. In most cases, fashion is an integral part of ones authenticity, and London provides it.
Cultural Influence on International Students in London
In the United Kingdom, Higher Education Institutions (HEIs) are very optimistic about bringing in international students. According to Kettle (2017), in a survey of 115 countries regarding the internationalization process of postsecondary learning, 87 percent of the organizations have Globalization in their overall strategic plan. In 2014, this structure attributed $27 billion to the U.K. financial system (Kettle, 2017). While international students flock to several Western nations for advanced education, including Spain, Germany, Italy, and Ireland, the United Kingdom has been recognized as the second most current educational location because of its balanced culture.
Being challenged by a foreign culture is sometimes a beneficial and enriching experience, leading to greater self-awareness and an acknowledgment of diverse cultures. But at the same time, this altercation can be characterized as acculturative stress, in which international students get confronted with hurdles to preconceived belief systems, posing possible threats to their identity and personalities (Ecochard and Fotheringham, 2017, p. 36). Culture shock is the first phase in a lengthier and often optimistic course of constructing beliefs and ideas that, on the one hand, strengthens individuals devotion to their history and culture while also providing them with a standpoint that allows for the amicable integration of unique traditions with their established culture through phases of recession, restoration, and alteration.
On the other hand, culture shock may elicit a deeply felt flight or fight reaction. International students feel the necessity, above everything, to safeguard themselves from ideological and psychological harm. While such reactions mirror aspects of what Delaney (2017, p. 71) alludes to as adaptation, they are momentum changes from those that entail integration and acceptance. Students who experience alien cultures for the first moment in their young adulthood in London feel a sense of displacement, which sends them into acculturative stress (Delaney, 2017). This state happens because seniors must adapt to a foreign culture, financial system, schooling, community, the federal government, and civilization without the advantage of several years of progressive socialization, which most indigenous students from the native culture have had.
Many factors influence how international students in London experience a cultural dilemma. Still, most of them can be classified into two parts: the degree of distinction between the different cultures and the students attributes (Saliu, 2017). The greater the cultural proximity between the students native and foreign cultures, the more plausible the student will feel distressed and inability in interpersonal relationships (Cottrell, 2017). Intercultural communication is a measurement of the distinction between ones cultures attitudes and morals, and many research findings have defined the aspects along which different cultures can be assessed.
An international students attributes in London influence how they react to new life experiences and how inclined they are to place themselves in difficult situations to learn some new moral codes. Figure 2 demonstrates how people experience culture shocks and what factors are the most influential in this regard (Why we experience culture shock, 2020, para. 2). Furthermore, Weber (2017) explains how international students use personal characteristics to influence cross-cultural adaptation while studying in the United Kingdom. Their findings advance the notion that people with personality characteristics like assertiveness and persistence are more plausible to adapt to new cultural contexts.
Figure 2: Why we experience culture shocks (Why we experience culture shock, 2020).
Another critical factor in international students survivability in a non-native host society is social cohesion. International students who do not have enough support networks are more likely to drop out. Nevertheless, enough social support may not be enough to eradicate loneliness (Pennycook and Candlin, 2017). Prejudice against overseas students may be based on skin color. It reinforces cultural distinctions as a foundation of discriminating that responds to public conceptions of conserving, according to this type of neo-racism (Barnett and Benefield, 2017. p. 37). Inequality forces overseas students to segregate themselves depending on who they are not, not who they are (Barnett and Benefield, 2017. p. 37). Figure 3 demonstrates a framework that explains main cultural influences on international students.
Figure 3: The framework for understanding cultural influences on international students (Yan, Z. et al., 2021, p. 230).
Methodology
This chapter explains various methodologies that were used in gathering data and conducting an analysis relevant to the research. The overall approach to the study is explained and the tools for data collection and analysis are discussed in detail. This aspect is crucial for research findings since it forms the conceptual framework to investigate the problem. The methodology section includes information regarding the location of the study, research design, sampling and sample size, types of data, data collection method, and data management.
Research Design
This study descriptive research design is defined as a research method that describes the characteristics of the population that is being studded. As was used where data was collected from the respondents at one point in time. This design always focuses more on what of the research subject rather than the why of the research subject (Babbie, 1990).
Research Approach
The research paper will conduct multiple focus group interviews and several qualitative interviews in an academic session for international students at a London-based university (Cottrell, 2017). The research work will only interview the international students willing to participate and collect data on the influence of fashion and cultures on their personalities and thinking patterns.
All focus group talks and semi-structured interactions will be recorded and transcribed to be analyzed. In the research paper, the purposive and snowballing sampling methods will be employed to recruit participants for the study on the university campus with the help of a hired intern (Oakley et al., 2017). The information gathered from the interviews conducted in the participants home countries will be totaled in a table.
Research Strategy
The research strategy applied in this paper will include surveys, case studies, and action research to address the research question and goals. A research onion will provide a broader choice of research methods, such as surveys, case studies, and research methods. The study will utilize the survey technique related to the rational research strategy (Norma, Chang and Prieto, 2017; Ammigan, 2018). It will allow the researcher to contact a significant sample for data collecting without any impediments.
Research Choice
Research onion will provide options for qualitative, statistical, and hybrid research. A qualitative research application will be an excellent option for a thorough examination since it is inductive and does not have time constraints. Quantitative research, on the other hand, is connected with a deductive research approach, favors time-bound studies, and prioritizes data collection through surveys.
Research onion in this research paper will guide the researcher on several time horizon elements that can influence every study and help utilize the best elements for analyzing the effects of fashion and cultures on international students in London. When doing research, time is crucial. Therefore, the available time limit will be examined before deciding on a viable research approach (Tatar, 2017). Cross-sectional and longitudinal temporal ranges are available in Research Onion. The cross-sectional time perspective will help us in studies with time constraints, whereas the longitudinal time horizon will assist studies with no time constraints. The current inquiry is time-bound and conforms to cross-sectional survey principles. The research will use philosophy, approach, and strategy and choose the appropriate methods depending on the time frame to get the required data for analysis.
Data Collection
The research will get more information on the participants from the school websites and use prospectuses and promotional films. The information from these data materials will help understand how international students in London transform their fashion styles over their studies and how different cultures affect their thinking patterns. The study uses an online platform to poll foreign grads. Use of email and SMS, for example, to enable overseas students to take the survey online exclusively using the secure, customized URLs supplied via these channels. The engaged workforce (the order of invites and notifications) will not alter in these settings, but they will not get phone calls from our contact center to finish the survey.
The researchers will look into personal testimonies of overseas students cultural and social backgrounds. Utilizing a case study technique, the researchers will dive into the individuals subjective and distinct perspectives using qualitative methods. As a result, descriptive data will be acquired using participants words, meanings, and perceptions. All participants will be questioned at least twice. The authors will track variations in participants perspectives and attitudes over time. The research will use NVivo 7 to finish the data analysis. The respondents will actively engage in invalidating the analysis process through validity and reliability.
Ethical Issues
The study will employ ethical considerations in the analysis done using questionnaire research in the survey conducted. The research work will be confident enough not to disclose any personal information from any international student participating in the survey. Undoubtedly, any attempt to betray a participants confidence after promising secrecy on the information supplied by participants, particularly personal data, safely maintained and managed, will imply a breach of the participants trust and have serious consequences (Maziriri and Chuchu, 2017). The research will also give informed consent to the entire program to help the participants provide the required information and avoid confusion. Every participant will clearly understand what is needed and what they are supposed to answer.
The research will try to avoid anonymity by giving precise information on the data required from the participants to prevent receiving personally identifiable information from survey answers. The received information storage will be secure to avoid unnecessary accessibility from third parties. If a participant feels pressured or coerced to participate in the survey, they will have the chance to leave the participation (Pennycook and Candlin, 2017). The research will have its interests well disclosed to allow sponsors willing to fund the work to understand what they need to do.
Timescale and Resources
Each part of the research will be done in eight weeks.
Resources
This study does not aim to receive any specific grant from funding agencies or organizations in the commercial, public, or not-for-profit sectors. Unless stated otherwise, the researchers in this project will self-fund themselves on any cost required to carry on the research work successfully. There will be no external funding to support this work. Any expenses on transport during travels to collect data will come from the researchers.
Reference List
Aktas, F. et al. (2017) Institutionalizing global citizenship: a critical analysis of higher education programs and curricula, Journal of Studies in International Education, 21(1), pp. 65-80. doi: 10.1177%2F1028315316669815
Ammigan, R. (2019) Institutional satisfaction and recommendation: what really matters to international students, Journal of International Students, 9(1), pp. 262-281. doi: 10.32674/jis.v9i1.260
Ammigan, R. and Jones, E. (2018) Improving the student experience: learning from a comparative study of international student satisfaction, Journal of Studies in International Education, 22(4), pp. 283-301. doi: 10.1177/1028315318773137
Barnett, G. A. and Benefield, G. A. (2017) Predicting international Facebook ties through cultural homophily and other factors, New Media & Society, 19(2), pp. 217-239. doi: 10.1177%2F1461444815604421
Cottrell, S. (2017) Professional music-making in London: ethnography and experience. London: Routledge.
Delaney, C. (2017) Investigating culture: an experiential introduction to anthropology. New York, NY: John Wiley & Sons.
Ecochard, S. and Fotheringham, J. (2017) International students unique challenges Why understanding international transitions to higher education matters, Journal of Perspectives in Applied Academic Practice, 5(2), pp. 100108.
Gomez-Lanier, L. (2017) The experiential learning impact of international and domestic study tours: class excursions that are more than field trips, International Journal of Teaching and Learning in Higher Education, 29(1), pp. 129144.
Kettle, M. (2017) International student engagement in higher education: transforming practices, pedagogies and participation, international student engagement in higher education, Multilingual Matters. doi: 10.21832/9781783098200
Maziriri, E.T. and Chuchu, T. (2017) The conception of consumer perceived risk towards online purchases of apparel and an idiosyncratic scrutiny of perceived social risk: a review of literature, International Review of Management and Marketing, 7, pp. 257265.
McKay, S.L. and Bokhorst-Heng, W.D. (2017) International English in its sociolinguistic contexts: towards a socially sensitive EIL pedagogy. New York: Routledge.
Norman, M., Chang, P. and Prieto, L. (2017) Stimulating critical thinking in U.S. business students through the inclusion of international students, Journal of Business Diversity, 17, pp. 122130.
Oakley, K. et al. (2017) Cultural capital: arts graduates, spatial inequality, and Londons impact on cultural labor markets, American Behavioral Scientist, 61, pp. 15101531. doi: 10.1177/0002764217734274
Pennycook, A. and Candlin, C.N. (2017) The cultural politics of English as an international language. London: Routledge.
Saliu, H. (2017) Saudi Arabias reputation from the point of view of the American people in the United States compared to that of the Islamic Republic of Iran and Turkey, Journal of Media Critiques, 3(9), pp. 87100.
Tatar, M. (2017) The classic fairy tales (Norton critical editions). New York, NY: W. W. Norton & Company.
Turner, Y. and Acker, A. (2017) Education in the New China: shaping ideas at work. London: Routledge.
Weber, W. (2017) Music and the middle class: the social structure of concert life in London, Paris and Vienna between 1830 and 1848. London: Routledge.
Yan, Z. et al. (2021) A systematic review on factors influencing teachers intentions and implementations regarding formative assessment, Assessment in Education: Principles, Policy & Practice, 28(3), pp. 228-260. doi: 10.1080/0969594X.2021.1884042
The culture of indigenous tribes is an essential aspect of American identity, and modern artists address their admiration in their creative work. For instance, designer Alano Edzerza presented the cotton Chilkat tunic with ethnic geometric ornament to demonstrate how Native motives and costumes may be integrated into modern fashion (Collins). Although the clothing is sued well and the patterns are bright, the use of cultural heritage in daily life is disrespectful. Indeed, indigenous Americans applied spiritual meaning to their clothes ornaments and created them in a specific manner to make them practically appropriate for their needs.
The Chilkat tunic represents Native American fashion as the clothing contains recognizable patterns, and its silhouette is typical for the indigenous culture. Furthermore, specific ornaments, colors, and clothing lengths distinct populations belonging to different areas. The artist represents the Tahltan Pacific Northwest tribes, and it explains the selection of black and white palettes (Portland Art Museum). The tunic also has a leather belt, demonstrating how modern fashion inherited the pieces of clothing that previously served as weapon carriers or spiritual protectors.
Native American fashion collections aim to show respect and immortality of the indigenous culture; however, implementing the items in modern life is false memorization. Indeed, peoples wardrobes evolved as needs for specific clothing emerged, and today, cultural and spiritual context is not equal to the times of Native American tribes thriving. The Native Fashion Now project is dedicated to the celebration of indigenous designers and helping the nation recall its roots in the continuously evolving culture (Portland Art Museum). American clothes, such as tunics and ethnic ornaments, should be memorized in diverse ways yet integrated into daily life because it diminishes their value and may be incorrectly perceived by the tribes heirs.
Many people spend a lot of income in the fashions in US this is because with the changes in the technology and culture changes in America, people are becoming more civilized and are ready to leave their traditional beliefs and cultures this is because some of the dressing modes that were used in the old times can not apply now due to the rise in civilization then the dressing styles are changing.
That is why it is very hard for people to make use of the clothing that were used in the old time as one will fell outdated and can lead to discrimination in colleges and other work places. Therefore due to the feeling of one to fit in a group then it is advisable for such a person to know what the changes are expected and how they affect you in the places where you live. In many campuses in America there is the discrimination of other cultures, which will lead to these there need to spend more in dressing. (Flugel, 1990)
The spending of high income is based on the peer groups in that due to the people one has to stay with in campus then there are different clubs that are formed and they have discussion on their dressing modes. This will mean that the non-club member will have to adapt this culture, which will be used to make differences in the campus, and it is an easy task to understand this culture, as these people will interact with others from the same country.
The peer group has got a high pressure that it places on someone and this will lead to many problems been faced leading to one overspending on fashions so that each style that has to be in use then one is supposed to make use of it. The peers force the people to have the same fashion even if it means to loss a lot of money on them and therefore this has got a high contribution to the high spending on the fashions. In the spending of high income on fashions this can be due to the fact that one has got the self esteem that has to be reached and therefore for one to reach the self esteem then if it was based on clothing then it will lead to high been spend.
The campus students are determined to dress differently from other people who are not in the campus and this will have the implication that they will have attained their self esteem. Most of the people have got different items that are attached to the self-esteem and therefore before one has attained this then he or she is forced and pressed to spend high on the fashions. The dressing modes have laid a trap for most of the people and they feel that it is their rights and responsibilities to reach the self-esteem that is based on fashions and therefore they have to dress in every fashion that exists in the world around them.
The fashions are changing over and over again and therefore with the changes that occur in the world then people develop the aspiration of getting all the fashions so that they can have the feeling of having attained what they had targeted for the completion of their lives. If one has not reached the self-esteem then he or she cannot feel to have attained the life that was required and therefore this is seen as the most important factor that leads to high spending done on the fashions. (Alice, 1980)
With the case of culture popularity then it is important to note that many people have left out their culture that was covering them mainly based on the dressing styles and have adopted the modern culture this has led to many countries having to spend a lot on the fashions like the US it has a high record of the income that goes to fashions about $20 billion goes to the spending on canning modes of dressing by the campus students and those in workplace.
This is due to the civilization that has been occurring in the world and leading to people changing their cultures and adopting this modern cultures. Most of the people are forced by circumstances to wear clothing that are in the modern world in that the recent fashions that have been in use and therefore lot is lost in the fashions. With the appearance most of the people wear clothes been based on the appearance this is because the appearance of a person is very important as it will be based on the respect that will be accorded to such a person.
Therefore a person working in an office should appear decent and therefore the dressing style that is adopted matters a lot so that a distinction can be made between a working person and a non-working individual. The students in campuses want to appear different thus they wear in different manner depending on the group that one is involved so that these clubs in campuses can be distinguished one from another through their mode of dressing.
It is very important for a person to wear clothes that will have the right distinction to him or her and therefore in the case of media then one dresses basing the style on some one in TV or other media and this can be seen in that most of the singers have got different modes of dressing depending on the songs that are sung therefore through the observation of such people then it becomes possible for this person to wear the clothes that were worn by a certain person.
The incomes of many people ranges depending on the position that one has in an organization therefore the dressing modes are also based on the income that one gets. This is because one can not find a manager been dressed the same with the juniors and therefore for the case of distinction then one dresses very expensive clothes as compared to the other people. With high income then one has got to dress clothes that are expensive so that the distinction is seen and people award you a different rank from the rest. The reasons why people impose high income on fashions is because they feel that they should dress differently depending on the changes that take place in the world in which we live and therefore with the modernization then fashions has got to change in the same manner with the changes in the world. (Alex, 1990)
Conclusion
People are spending more on the fashions this is due to the fact that there are forces in the world that force the people to have the high spending so that they can appear the same as the others in the world. The things like peer groups can be of high impact to the person leading to high problems been faced if one has low income and is involved in a group that is of high income levels. The culture can also lead to high spending this is because one will feel out of place if he or she dresses differently from the rest and therefore it becomes possible to make the changes that are required so that the right changes can be attained to fit in the modern world. Income can be a factor that can make a person see the need to use more income and the self-esteem this will mean that it will lead to the person using high income.
Reference:
Alex, M. (1990): peer groups in the work place. London.
Alice, H. (1980): the patterns of dressings. The dresses and constructions vol, 6, pp, 78.
Flugel, K. (1990): the basics of clothing. Hogarth press ltd.
Garland, L. (1993): the fashions and their effects to different races. Penguin books ltd.
Gunn, K. (1990): the implications of fashions to the people in different places. London, Bats ford.
This paper aims at describing the usage of fashionable designs that are environmentally friendly. In another word the paper aims at giving the outcomes of growing certain fibers specifically for fabric making, designing, and marketing not forgetting the social-economic factors that are hygienic and friendly to the environment. In this case, fibers are plants that need to be treated during processing; designing and they too require the usage of herbicides, fertilizers, and other chemicals that are hazardous to the environment at large. But the level of effect to the environment can be reduced when environmental-friendly herbs are used.
In textile industries, man-made fibers are used because they are cheap to manufacture, but the fact that chemically produced polyesters are non-environmental friendly. This is because these fibers are non-biodegradable and pose major threats to the environment, people, and animals. The invention of organic cotton has allowed the continued use of fabrics to design various fashions of clothes.
Introduction
In every situation, there are the benefits and purposes of growing specific fibers to win the market of various designs. Therefore, various fibers have been grown to meet the target and other fibers are being worked for in research for better and environmentally friendly fibers that sell quickly and easier to design (Julia Engelhard, 1996).
In recent research, various fibers have been proved to be environmentally friendly. They include organic cotton, animal wools, hemp, soy silk, and bamboo among others. The above-mentioned fibers have got their merits and demerits toward the environment but they are the best so far because they are environmental-friendly (D. Mackenzie, Louise Moss, 2004). It is not a normal thing to find a fiber that has got no side effects on the environment because these are plants with their pests and they too require to be protected. Secondly, the fiber has to be processed using chemicals and other agents to attain the best fashionable design, again this is unavoidable especially when a strong and healthy plant has to be obtained. In short, chemicals such as potassium, phosphorus, nitrogen, and other herbicides must be used to get a good yield.
Aims
To evaluate fibers that lead to those designs and fashions which are friendly to the environment?
Substatement One
Does the growth of those fibers have an impact on the environment?
Substatement Two
Does the processing method interfere with the intended design and what is the side effect to the environment?
Executive Discussion
According to the journal on Environmental Health Perspectives Volume 115, Number 9, 2007, the growth of fibers highly interferes with the environment. It has been discovered that man-made fibers together with other fibers such as synthetic cotton lead to environmental degradation as various designs and fashions of clothes are concerned. Man-made fibers are major contributors to environmental degradation due to the complicated process of achieving the desired material plus the design. This is because, by the time that fabric is ready, many detergents and other agents are used. Not all these agents are environmentally friendly.
However, versatile fibers such as synthetic cotton, hemp, etc used in textile industries have got hazardous impact on the environment due to the high use of herbicides and pesticides not forgetting various processing agents that are used during the manufacturing of clothes.
The above image shows wasted effluents from a textile industry that might contain toxic chemicals hence polluting the environment.
For example, according to the information released by the USDA, synthetic cotton that is grown specifically for synthetic fibers highly requires too much water consumption and is pesticide dependent. Besides that, the effluent may hold several toxics that is both harmful to the environment and the
This image shows one of the most versatile and highly demanded cottons. This crop is environmental-friendly because it is resistant to pests.
Going on, eco-friendly fibers must meet the desired quality for a fashionable design. Therefore, various fibers that are designed must include subsidies that reduce their prices of growth, processing and with less impact to the environment as high production and growth yield is achieved. To achieve this, environmentally-friendly fibers are being worked on. This is because these fibers are easily biodegradable and their products are renewable as opposed to the chemically polymerized synthetic fibers such as polyester (millennia).
Another factor is the ecological track of the biodiversity and the cost of the chemicals used by the time the fiber is ready for marketing. Some of the most potential eco-friendly fibers used in the textile industries include animal wool, organic cotton, etc. organic cotton that is friendlier to the environment than chemically polymerized synthetic cotton and polyesters. This is because as opposed to indigenous cotton, organic cotton does not require wide usage of chemicals such as herbicides, pesticides, and insecticides during their growth period. In the process, naturally available dyes are used during the manufacturing and this helps to reduce the environmental hazards that are caused by the chemicals.
This makes most of the farmers invest in it as well as the textile industries manufacturers. The engineering of the Aztecs colored cotton enhanced the designing and marketing of various fashions that are environmentally friendly (Sally Fox, 2004). This type of cotton helped to design clothes made of cotton and they do not fade and the garment is more attractive after washing.
Besides organic cotton, the hemp plant is used in fashion designing because it is also environmental-friendly. Hemp fibers are effective in textile industries because it naturally produces long fibers that can be span easily without spending too much in the process of manufacturing. Hemp has been proved to have a little footprint on the environment. This is because this plant grows very fast and densely with a lot of fibers.This saves time and reduces chemical usage. Furthermore, hemp requires little water and it is resistant to many pests hence it reduces the cost of production.
Another factor that makes hemp to be environmentally friendly is that its fibers last long and they resist rotting because of their strength. Therefore this plant is used in designing various fashions of jeans and shirts besides other fashions of clothes. Hemp fabrics are designed in a variety of weights, smoothness, or softness leading to the designed textures. This leads to the availability of hemp fabrics in different shapes and forms including clothes, ropes, yarns, belts, and other fashionable designs and products manufactured from this versatile fiber plant.
Wool is another product used in fashions and it comes in various designs. Wool is a vital raw material that is produced by environmental-friendly peasants because it has few caveats besides being a pleasant resource. Wool is regarded as environmentally friendly because if proper sheering is done, bleaching and dyeing it remains to be economically safe to the environment because wool is biodegradable if it is treated well.
Soy Silk
This is another protein product that can be engineered to yield dependable and widely used material for textile industries. This is because soy silk can naturally adsorb to dyes, therefore, causing little damage to the environment, and can finally be knitted or woven like any other fiber. Note that one can come up with various colors of soy silk. After all biological bringing up of silkworms is friendlier to the environment.
Bamboo
Fibers gotten from bamboo are renewable and can be used in the process of getting more fashions and designs of clothes. Bamboo is treated as environmentally friendly because besides being renewable, it has antimicrobial properties that naturally occur in the fiber. This makes the fabric breathe and the manufactured garment or cloth is easily biodegradable. Bamboo grass does not require too much treatment with chemicals hence it reduces the effects of chemicals that would be used.
Corn Fiber
According to Cargill Dow Polymer company, chemicals discovered by Dow company have been used to modify or engineer certain leaves of corn by extracting polysaccharides and starch resulting in fibers that can be used for making fabric garments. More markets are being targeted by developing highly standardized Ingeo. The resultant fiber can be spun into the desired yarn or it can be woven into a fabric ready to be knitted.
Milk silk is another eco-friendly fiber that is currently being developed and engineered. Milk silk comes from genetically engineered silk from spiders. The resultant fiber is highly biodegradable. This makes it to be used in the manufacturing of biodegradable sutures and other materials used in the manufacturing of bullet-proof.
To have fashionable designs that are environment friendly, one has to get proper mechanisms to come up with biodegradable fibers that require little use of chemicals such as herbicides, fertilizers, pesticides. Going on, the manufacturing and processing methods must include measures to curtail usage of toxic or environment non-friendly agents and dyes. All these factors are aimed at achieving the intended designs and fashions that are both economic and environmentally friendly.
The cost of processing a certain fashion of cotton garment by the time it is ready to be worn has been proved to cause more harm to the environment. Researchers estimate that about 22 percent of the entire insecticide used worldwide is applied when growing cotton plants. Besides that, bleaching and dyeing the same cotton to give the desired fabric generates toxins that are disastrous to the ecosystem. It has been estimated that the growth of abundant cotton to make one shirt call for more than 250 gallons of water. World biodiversity such as forests has been threatened by the continuous use of rayon in cotton processing. Some synthetic fibers such as polyester whose raw materials come from petroleum-based products are hazardous to the ecosystem.
Therefore research on organic fiber is being developed in order o combat the environmental impacts of the fast fashions that are designed to meet the competition in garment and cloths production. Due to the above factor, many manufacturers are getting ready to come up with eco-fashions. The International Standards Organization encourages the production of fibers whose whole growth cycle plus the processing method wont have a great impact on the environment as sustainable consumption is enhanced. This makes the ISO come up with control standards that would be followed for a certain material to be approved as environmentally friendly.
Other approaches are being encouraged to have a competitive fashioning and designing of clothes as the biodiversity is maintained. This includes the growth of organic cotton, bamboo, hemp, and other fibers that are environmentally friendly. This is achieved by growing plants that can resist pests, herbicides, pests, grow faster, and matures quickly without too much consumption of water. Some of these plants do not require more inputs by the time they are fully grown. Due to the above factors, organ cotton and hemp have been grown in several countries by several textile industries that advocate the usage of environmentally friendly fibers.
For example, more than ten countries are investing in organ cotton. This has enabled the sale of cotton to grow overwhelmingly by 28 percent in the previous years and the sale of organic cotton garments for women hit 32 percent.
Current Development
Garments made out of cotton are somehow expensive due to their quality and durability. Because of the above factor, more inventive eco-fashions are being developed to meet all classes of customers including the consumers in developing countries who would require similar fashions This includes consumers of casual clothing to Haute fashion design. Some of the current undertakings include the continuous recycling of cotton garments or t-shirts. It has been discovered that recycling used cotton saves more energy and labor because almost more than 21000 liters of water that would be spent is saved per kilogram of cotton, note that the cotton plant is water-intensive.
Textile industries consumers are embarking on measures to combat environmental degradation. This includes the development of the Sustainable Consumption Institute to monitor the amount of carbon being emitted during processing. One such institute includes Tesco Company in Italy. This is a good measure to lower pollution and safeguard the existence of biodiversity. Several companies have endorsed these efforts because they are both friendly to the environment and have a sense of business.
Conclusion
For effective and environmentally friendly fibers, organic cotton and wool among other fibers give a solution to designing various fashions and winning the market for qualitative and durable clothes. The manufactured fabrics must be taken care of because of the cost and impact they cause to the environment. However, some phosphate-free and detergents are friendly to the environment that should be used during washing or bleaching cotton fabrics. Besides that, organic raw materials should be used because they are pesticide-free. This helps to reduce the environmental damage of both people and the environment.
References
Burall (1991) Green design and fabrics, Miller, New York
Cotton crop and its product life cycle. Web.
Cotton crop cultivation and fine fabrics. Web.
Environmental Health Perspectives Volume 115. 2007.
Environmental journal, Volume 116, No. 2. 2008.
Fiber production from organic cotton. Web.
L. Molinaro and Patricia Choli (1992) World of business and the environment, Island Press, London.
Mackenzie and Louise Moss (2004) Needle work and knitting methods Knox Burger, New York: Harper & Brothers Publishers.
Julia Engelhard (1996) environmental friendly cotton fibers, New York, Harding Barrons publisher.
Sally Fox (2004) Organic Clothing and awareness. Web.
Fashion Beach is a retail company specializing in designing, selling and distributing a wide range of fashionable attires. The company was established in the year 2000 to cater for the needs of fashion conscious New York population and has expanded to establish new shops in Myrtle Beach in South Carolina State and Virginia. Currently it employs 110 employees, 70 being stationed at their head office in New York and the rest equally distributed in the other two outlets.
The roles of employees in each outlet have been categorically defined to ensure maximum effectiveness. For instance, each branch has its own manager, a group of designers, PR officers, Market researches and sales persons. The Island Casual contributes massively to the companys profit. Therefore the company is considering expanding to new markets, particularly in the Caribbean basin.
Target market
After conducting an initial online survey and consequent market research, Jamaica was found to be a potential market due to its vibrant tourism industry. In fact, almost every employed Jamaican earns either directly or indirectly from it. In addition, it provides the economy with the vital foreign exchange earning. The cool pleasant weather and white sand beaches are the main reasons why the sector is doing extremely well (Daye 100). Therefore, Fashion Beach seeks to satisfy the ever demand of Island Casual.
Target customer
The company will specifically target tourist falling among the ages of 20 to 50 years. This is because the island has successfully brand itself as beach-wedding and a honey-moon destination. As result it attracts a huge number of the above age bracket visitors and as pointed out by official figures, 79% of these visitors are immensely interested in the beaches (Daye 105). Still on the same point, the group seemed very comfortable in wearing the island casual. Very crucial to note is that the dress code in beach weddings are mostly Island casual.
Product
Looking well has a direct connection with feeling and consequently having a good time. Fashion Beach understands how important this is to the end-users of its products. Therefore, it intends to introduce a wide range of quality European and American swimwear design. The company is also aware of the limited choice men have when it comes to choosing these products.
However, surveys have shown that variety to them does not count but ensuring the swimwear enhances their appearance is vital (Daye 50). Fashion Beach will address this need by supplying products of different sizes and colours. Our staff will guide the client in choosing the right fit. On the contrary, the female clients will be provided with a wide variety of choice and patterns. Bright, and mix and match colour designs are projected to be positively received.
Pricing
The market will be segmented in terms of price and therefore the company will focus on providing medium priced products. This is because the mainstream tourists visiting the Caribbean basin are middle-income earners. The high-end consumer will to find the products attractive because despite them being relatively cheap, they are of high quality.
However, the company understands that while choosing the right Island casual is important, they are other costs incurred by tourists. Therefore, products which are not medium priced but cheaper will be provided. The demand is expected to be high due to the favourable price and hence, the company will ensure huge volumes are supplied.
Advertising
The company will use a wide variety of advertising methods. However to be more effective and focus on a specific targeted audience, online and traditional print will be the highly utilized. The decision to adopt an online approach is motivated by the fact that most tourists usually perform online search before actually travelling.
By having a Website or blog and additionally using tactics such as article marketing, search engine optimization, link building among others; the companys content will be easily found by search engines (Daye 17). Likewise, potential tourist usually peruse travel magazine to gain information about their destination of interest. Therefore, by advertising in this magazine the company is sure to reach its targeted audience.
Distribution
To be inline with the companys value of fully understanding the needs of the customers, direct exporting will be adopted. Therefore the company will distribute its products through its retail outlets. The location is crucial and hence one outlet will be stationed in the parish of St. Ann; where Dunns River falls, one of most attractive site in the island, is located.
Likewise, another one will be at the resort towns of Montego Bay and Ochi Rios both in St. James and St. Ann respectively (Daye 17). To serve the customer better, the company shall introduce an e-commerce platform that allows customer to buy goods online and see them delivered to their doorsteps.
Works Cited
Daye, Anthony. Tourism Outlook in Jamaica. The Caribbean watch 12 April. 2009: 33-34. Print.
When entering the abaya fashion business in Saudi Arabia, the following external forces need to be taken into account
Demographic
Currently, the population of Saudi Arabia equals 27,752,316 people with the growth rate of 1.5%; the number of female citizens above the age of 15 years amounts to 8,985,547 ( Saudi Arabia par. 3). Given the fact that all this population is Muslim (which is a socio-cultural aspect; hence, the two forces interact), a significant part of this market is potentially the target market.
The change of the role of the woman is an important aspect: as women begin to lead a more active social life, fashion industry becomes more important for them ( Saudi Arabia par. 1). Also, the unemployment level (almost 30% due to women unemployment) means that the new business has plenty of human resources to employ.
Economic
Saudi Arabia is an oil-exporting country (possessing 16% of the world reserve) with a high level of income, which is favorable for a business. However, the recent decrease in the oil price has caused a budget deficit in 2015 ( Saudi Arabia par. 5).
According to the UN, the current economic situation in the world is characterized by a slow recovery from the 2008 recession that is made more difficult by the current geopolitical tensions and the plunging oil prices ( World Economic Situation and Prospects 2015 1-10). Therefore, the economic forces are largely unfavorable at the moment.
Natural
The natural forces are concerned with the environment, which includes resources and the possible impact of the business on the surrounding world (Raichaudhuri 25). Saudi Arabia has a specific legislation for environment protection ( General Environmental Law and Rules for Implementation enacted in 2001), and businesses must adhere to it (par. 1). The economic situation may pose indirect (cost-related) threats, but no resources of the fashion industry appear to be directly affected by the crisis.
Socio-Cultural
The socio-cultural forces are both benevolent and malevolent. The fact that up to 90% of the countrys population is Sunni Muslim determines a high demand for the product ( Saudi Arabia par. 3).
However, abaya fashion is a controversial issue. Abaya is meant to express modesty while fashion may be considered a phenomenon that opposes modesty, which might impose some limitations on the business (Kreidler 142). It should be pointed out that abaya requirements are interpreted differently in different countries, which means that if the company grows to enter the markets outside Saudi Arabia, new threats and opportunities may be encountered (Kreidler 139).
Technological
The fashion industry is not as dependent on technology as, for example, IT, but it becomes more competitive every year. For instance, in 2016, Dolce & Gabbana expressed the desire to launch their collection of abaya fashion (Gani par. 1). Therefore, investment in research and development is a must, but it is an opportunity rather than a threat (Raichaudhuri 25).
Political and Legal
From the point of view of the legal aspect of starting a business, Saudi Arabia is a favorable environment. Khan demonstrates that the country exhibits a remarkable potential for economic growth, and its government provides incentives and consistent policies and procedures for new businesses (40-41).
The type of the business may become an issue. The controversy of abaya fashion is not only a moral concern: in Saudi Arabia, the law is based on Holy Quran ( Doing Business in Saudi Arabia par. 3). As a result, for example, fashion shows were banned in 2015 ( The Couture-Buyer beneath the Abaya par. 1). The fashion industry is not too dependent on fashion shows, but this specific feature of Saudi Arabia legislation needs to be taken into account.
Conclusion
To sum up, the interaction of the forces provides a favorable environment for a new business in Saudi Arabia. Certain issues (abaya fashion) are not exactly threatening, but they need to be taken into account, and they are going to modify the business. The only significant threat is the current economic situation, in particular, the oil prices plunge.
Works Cited
Doing Business in Saudi Arabia. IMA. IMA, 2015. Web.
General Environmental Law and Rules for Implementation. Presidency of Meteorology and Environment. 2001. Web.
Khan, Muhammad Rahatullah. Mapping Entrepreneurship Ecosystem Of Saudi Arabia . World Journal of Entrepreneurship, Management and Sustainable Development 9.1 (2013): 28-54. Web.
Kreidler, Jan. Glam Abaya. Fashion Talks. Ed. Shira Tarrant and Marjorie Jolles. State University of New York Press, 2012. 135-147. Print.
Raichaudhuri, Anjan. Managing New Ventures. New Delhi: PHI Learning, 2010. Print.
Understanding the complexities of the current global economy is tasking but an exceptionally significant endeavor. The Global Production Networks (GPN) refers to the intertwined roles, operations, and transactions via which a particular good or service is developed, distributed, and used (Posthuma & Nathan 2010). Even though the production networks in the fashion industry are defined as highly global, the state institutional setting of individual fashion firm is a fundamental aspect of the creation of these networks.
It assists in shaping the competencies that firms build and the approaches they adapt to remain relevant. This paper seeks to examine the GPN perspective for evaluating the world economy and its influence on global growth. The 21st century is defined by increased globalization that serves as a focal point in business operations. For a long time, much concern had been based on the supply side of the globalizing markets; current concerns have been moved to the demand and the purchasing function, and the bulging globalization of production networks.
This paper selects the fashion industry to show the kind of labor that goes into creating the product or service. This paper will also show how this work is globally distributed and how value is captured at each stage of production distributed along with the network.
However, this paper seeks to identify the areas at which specializations interlock to reinforce the value chain. Production chains that focus on creating cultural products are defined by their dependence on customer taste and desire. This section will show that the viability of the fashion industry relies on building an instinctive relationship between commodities and consumers. To amplify the implied value of products, fashion industries employ a range of approaches including packaging, branding, and marketing.
Forms of labor in the fashion industry
Labor is an intrinsic component of the production procedure and often has a strong influence on locational decisions within and across borders (Posthuma & Nathan 2010). New trends in the structure of the labor sector are emerging due to the high rate of the globalizing economy. Globalization has led to the diffusion of information technology, innovation, and a wider global market. The convergence of these forces has led to significant changes in the workplace and the labor market.
The developed countries in the western region have for a long time sought to maintain their dominance in the fashion industry particularly the clothing sector. The newly industrializing countries have heightened competition since their low wage rates favor low capital investment (Lane & Probert 2009). The kind of labor needed in the fashion industry particularly the clothing sector is divided into various steps that include planning and development phase, design and prototyping, production design, manufacturing and assembly of collections, marketing, distribution, and retailing.
Developing and planning of the products entails various critical undertakings that require skilled labor with the knowledge of market patterns and material availability (Camerinelli 2009). The integration of the preliminary steps in the development of the goods needs proper planning and budgeting of the planned production. The design and prototyping section requires a highly informed labor force that has the techniques to design new models in line with the market demand and cost structures.
The production design entails generating a cost-effective formula to identify the most cost-effective approach to manufacturing a product. The labor force must take into consideration the quality standards and customer preferences.
The actual processing and assembly stage of products requires semi-skilled labor involved in sewing using simple technology. The most critical stage is marketing that seeks to attain the largest possible market coverage. The labor force needed must possess fundamental skills in marketing such as detecting customer needs and preferences. The distribution sector involves highly technical logistical activities established on digitalized order tracking.
This implies that technical staff is essential to facilitate distribution both locally and at global levels. Ideally, these stages can be detached from each other and practiced in distinct settings, because they have established costs and distinct sets of competencies (Dicken 1998). The process of segmenting the value chain functions highly on the available capabilities of the labor force.
How are GPN distributed
The fashion industry, and especially the clothing section, is labor-intensive and salaries for the semi-skilled employees account for a major portion of the production costs. Following the rise of competitive pressures from low-wage nations, the manufacturing sector is coping by shifting to countries where cheap labor is readily available such as Asia and Africa. Furthermore, the friendly nature of trade policies and tariffs within the less developed countries has shaped the geographical concerns and management of GPNs.
GPN actors in the world economy are entailed in cooperation and on the other hand completion (Lane & Probert 2004). Therefore, this is an indicator that relationships between different actors take many forms. Firms in the fashion industry face fierce competitors but at other times, these firms are enshrined in a complex web of cooperative networks. Firms continue to use product offshoring techniques to broaden their networks across the globe.
Dicken (1998) defines product offshoring as the shifting of business activities done at a firm in a particular country to a similar company but located in another country. Essentially, it is the cross-border relocation of business processes. This transfer focuses on taking advantage of a vast supply of cheap raw materials and labor. GPNs are also distributed through advertising and e-commerce platforms.
Value addition
Based on Marxian value theory, the value is developed in the material processes that are defined by the kind of labor induced to a final product and in the processes of distribution that avail commodities to the market (Klinger 2012). These processes involve branding and marketing that connects with target consumers. Branding and marketing increase the value of the product and create interests among consumers.
Ideally, fashions represent a phenomenon of the contemporary state. For instance, styles of dress, characters, or lifestyles define fashion. Fashions are both current and popular among a certain social group at different times. Fashions are often unstable, changing in different places and social settings depending on the societal norms, seasonal influences, as well as persisting social patterns. However, consumer valuations of fashion products depend on time and location making the fashion sector highly unpredictable.
The shared feelings and aesthetic attachments linked with fashion build wide inter-sector networks of trade that converge a variety of products and services. This sector contains the risks linked to fashion by shaping the patterns of their practices to allow swift changes in the market value of goods. Brands, loyalty, and fashion events are some of the institutional strategies used to stabilize the market.
Retailers are significant actors in the process of distributing since they play an important role in the network of relationships (Camerinelli 2009). However, it is necessary to ensure products are of high quality, desired fashion, and are well branded to ensure a wide and highly diversified retailer catchment in both local and global markets. Besides, the fashion industry must ensure the professional management of the GPN and the integral suppliers to ensure great command of the final product.
Institutional determinants
To gain a competitive advantage, institutional leaders design organizational capabilities that promote innovative actions to market pressures and flexible measures to address the dynamic market conditions (Hubner 2007). Managers in the fashion industry emphasize designing various types of knowledge that are hard to copy when embodied in commodities. This aspect ensures that the firm maintains a competitive edge.
Besides, efficient coordination of desirable competencies is a valuable leadership capability in creating these networks. Managers have to differentiate between capabilities unique to the organization and essential to its competitive advantage. They should also identify those, which may be outsourced, gained either via market links or in networks. In highly competitive markets, networks are inevitable to avoid internal constraints such as high production costs.
Conclusion
This paper has demonstrated that a GPN framework has a great capacity to help in the understanding of trends and geographical complexities of the world economy. The paper has also shown competencies shape market models and influence how organizations build and manage GPNS. Consequently, institutional arrangements should be facilitated to ensure that firms do not lose relevance in the global spectrum.
Reference List
Camerinelli, E 2009, Measuring the value of supply chain, Gower Publishing, Farnham.
Dicken, P 1998, Global shift, Guilford Press, New York.
Hubner, R 2007, Strategic supply chain management in process industries, Springer, Berlin.
Lane, C & Probert, J 2004, Between the global and the local: a comparison of the German and UK clothing industry, Competition & Change, vol. 8, no.3, pp.243-266.
Lane, C & Probert, J, 2009, National capitalisms, global production networks, Oxford University Press, Oxford.
Posthuma, A & Nathan, D 2010, Labor in global production networks in India, Oxford University Press, Oxford.
Instagram is an application online social network founded in 2010 and focuses on sharing information amongst individuals. The application allows users both to follow and to be followed making it more distinctive from other apps.
The Instagram has experienced rising popularity within the current market making Face book Inc. to invest more of its capital for instagram in the social media companys biggest purchase.
The site boasts of increased number of users approximately five million users per week. Instagram provides easier means to upload pictures hence attracting over fifty million users since its inception. Other competitors within the market include Picnik which was Google Inc.s own photo-editing tool.
However, Picnik did not last long within the market hence suiting down in mid 2010. This has made instagram to outstand within the market with good positioning based on its tremendous valuation.
The other internet applications with the same technology as instagram include Pixlr, Snapsed, Picplz, Streamzoo, Picmonkey and Camera+.
These applications provide users with the opportunity to take photographs using Smartphone and tweak colors hence making it easier to post them on social network such as Facebok and Twitter (Keller and Berry, 2006).
Such applications are relevant within the fashion industry since they allow for widespread sharing of pictures on new arrivals within the market. Applications such as Snapseed, Picplz and Streamzoo have the capability of shooting photos, editing and adjusting in accordance to their desire.
Despite such similarity in applications, the difference comes in the level of charges imposed. Instagram offer most of its components free of charge compared to other applications.
Various search engines have followed the same trend by purchasing and owning various applications. Good example AOL Inc., which purchased Hipster an application capable of providing photo-sharing services in mobile devices.
This application has the capability of allowing users to edit photos taken from application installed within phones camera. The other company, Yahoo Inc., acquired flickr availing it to users as mobile application enabling easier uploading, shooting and geo-tagging directly from smart phones.
Such applications enable consumers to easily access new products via the social media and through mobile phones. However, based on the situation within the market, there is still enormous potential for each application yet to be exploited (Gruber, 2008).
Literature Review
According to Agger (1991), consumers within international market make their purchases based on information. Such processes are deemed necessary by consumers since it helps in reduction of perceived risks.
Word of Mouth (WOM) is considered potential source of information having tremendous impact on consumer attitudes, choice and purchase decisions (Bearden and Netemeyer, 1999).
According to Nail (2005), advertising is continually becoming outdated in most scenarios since consumers doubt their reliability and trustworthiness. Such considerations make WOM more popular owing to its stronger effects on consumer choices.
Word of Mouth takes different forms from face-to-face communication to information conveyed through the internet.
According to Kliatchko (2008), use of internet enables real-time sharing of information due to inter-activity and immediate responses. Internet enables consumers to obtain and access lots of information and unlimited access to available entertainment.
Availability of online communities have provided consumers with opportunities of sharing experiences, opinions as well as various dimensions of knowledge with others. Online communities appear in-form of internet forums, bulletin boards as well as newsgroups.
Such instances have enabled participation between the media and audiences, since consumers have the rights of creating media contents through texts, pictures, uploading of videos and pictures of products and services available in the market.
Keller and Berry (2006), argues that bigger percentage of Word of Mouth communication takes place offline, however, online communication is on the growing trend since consumers currently consider internet to be a reliable source of information.
Online communications enable consumers to create fully formed impressions of products, services and people using both written and pictorial content.
Theory of social comparison and that of reasoned action are used to elaborately explain effects of WOM in online forums and the extent to which it influences purchase intentions of various designer products.
Word of Mouth is considered as having same operations in both offline and online environments despite the real context being portrayed as a variable in the application of the theory (Curasi, 2001).
Within the traditional context, Word of Mouth incorporated face-to-face communication especially practiced within social context. As discussed, offline WOM has the capacity of influencing large population within limited boundary.
In the contrary, online information has the capability of reaching millions within the shortest time possible, since people receiving the message replicate it through e-mails and other internet-based media.
Most compelling news and new product designs usually spread like bush fire within the internet making online WOM of great impact (Curasi et al., 2001).
At the same time the use of smart phones within Thais urban population makes it easier to apply use of online WOM. This is since many urban dwellers consider it an image of luxury making internet an important element in their lifestyle.
According to Kotler and Armstrong (2012), a market is made up of all people or organization and they all demand for a certain product depending on individuals tastes and preferences. This also depends on customers ability to purchase them.
Market segmentation or fragmentation is a course of action where a given market is divided into unique clusters or firms that have reasonably comparable demands. Analysis of the market and review of various strategies on annual basis is highly recommended for the purposes of increasing revenue.
Prices should remain as they are until close to the end of the year when promotion and advertisements through print and media are always considered to be on the higher trend. Distribution through agents should remain as it is in addition to intermediaries who will do direct personal selling to customers.
Major focus of the study will be on responses towards fashion designer products through internet-based social media.
It is important to focus on such segments since they portray a comprehensive picture on consumer level of aspirations towards new products and services and difficulties encountered based on specific age groups.
The various problems and achievements during marketing of goods and services can easily be generalized (Cherrier, 2005; Moisander and Valtonen, 2006).
Such generalization will help in understanding major challenges encountered by consumers and effective strategies used by successful producers within the same line of study. There is high probability that various participants have quite different motivations.
Some of the participants plan to continue their purchasing habits and aspire for information on more products through social media whereas some are not keen on the same. There will be profound need of understanding motivations underlying various group stages and their responses to social media.
Focus will also be made on those individuals lacking confidence or who are not ambitious enough (Denzin and Lincoln, 2003).
Thai consumers attach more value on product images and at the same time seek more value from status. Grey group survey conducted in the year 2009 discovered that most participants preferred the use of image and social status in the process of making their purchases.
This is attributed to vigorous media campaigns which lured consumers into accepting information concerning new product arrivals within the market. Such considerations acted as boost towards luxury and fashion design products since majority yearn for recognizable factors such as success and prestige.
Most consumers within Thai consider purchasing goods based on celebrity-driven culture and image. Various marketing campaigns using celebrities prompt many consumers to increasingly consume such products and services since they consider such products to be of superior quality (Blaikie, 1993).
Objectives
To discover the level of influence of instagram on consumer behavior
To identify various mechanisms through which marketers can effectively use in marketing their products in Thailand
To identify effectiveness of both offline and online Word of Mouth (WOM) in marketing designer products and services
To find out the relationship of how celebrities (opinion leader)s WOM can stimulate their purchase decision on branded products (in the Fashion industry).
Methodology
This section of the research will provide appropriate research design capable of addressing and justifying the given objectives. The questions provided in the study as well as research design will be used to analyze the relationship between use of instagram and consumer response within Thailand (Strauss and Corbin, 1998).
Mixed method research approach will be used as guidance capable of providing appropriate environment to participants.
Quantitative research method will be used for the purposes of ensuring that accurate data is collected and analyzed in line with dimensions of the problem (Hammersley, 2009; Moisander and Valtonen, 2006).
The principle underlying positivism asserts that researchers are capable of taking scientific perspective in the process of observing social behavior and performing objective analysis.
However, the approaches used by scientific view and positivists philosophy are considered quiet different. Data analysis based on positivist study requires application of quantitative method since large-scale phenomena is covered.
The results from quantitative analysis will be used to reveal the level of influence of online Word of Mouth (WOM) on consumers purchase intentions in the fashion industry in Thailand.
On the other hand qualitative method will assist in providing in-depth analysis on issues surrounding participants choices, actions, aspirations and motivations towards their intended purchases (Dobscha and Ozanne, 2001).
Such analysis will assist in revealing various ideas concerning factors influencing purchase intentions from online perspective (Bryman and Bell, 2011). Availability of such comprehensive data justifies the use of mixed method analysis capable of addressing all the research questions within this study (Saunders et. al, 2012).
Research Design and Approach
The study will look at the impact of instagram on consumers within fashion industry. Information and communication factor used in this study is divided into two categories; online and offline Word of Mouth.
In such a case, the researcher will use survey instrument for the purposes of collecting data and making inferences regarding consumer responses towards new products within the market.
At the same time, this study will require use of survey instrument for the purposes of convenience and time consciousness (Creswell, 2007; Perry,1998).
The study will utilize quantitative approaches specifically logistical regression strategies and retention. This will include identification of both dependent and independent variables.
The process on data analysis will incorporate qualitative design comprising of such aspects as use of focus groups, observations, and in-depth interviews capable of revealing different personal consumer characteristics influenced by the market environment (Creswell, 2008).
Most of the fieldwork will be done based on Ethnography which usually incorporates all qualities and characteristics surrounding participants observation, informant interviewing and artifact collection focused towards understanding cultural knowledge of the people within the target market (Pink, 2009; Pink, 2001).
Such approach reveals much concerning consumers daily experiences with the social media (Denzin, 1997).
Sequential transformative strategy will be used for the purposes of justifying theoretical perspective of the researcher. The strategy normally incorporates two phases capable of providing clear diversified perspectives and at the same time conveys better understanding of the various changes within purported processes.
Ethnography as part of qualitative design will be used to enable researcher to clearly describe and interpret both shared and diverse patterns on consumer behaviors. These quantitative processes enable minimization on the threat posed by level of validity of the results (Butler-Kisber, 2010; Elliott and Jankel-Elliott, 2003).
Setting and Sample
In the process of setting the sample, sequential transformative and Ethnographic designs will be utilized for the purposes of ensuring that all observations and interaction with the participants reveal strategic behaviors and the level of influence of Thais culture on consumer response within fashion industry (Firat and Dholakia, 2006).
The use of quantitative and qualitative approach based on social science theory, qualitative theory and advocacy worldview will be ensured.
The participants will not be divided into other smaller groups as environment and community due to the importance attached to effects on domestic as compared to international market (Amoo and Friedman, 2000).
For the purposes of ensuring that observations are accurate and comprehensive, a research journal will be used where all stages of the study will be depicted in detail. The research journal will also contain interview transcripts.
Notably, apart from interviews, additional group or individual meetings may be included in the process. Transcripts of these meetings will also be included into the research journal. The meetings will help obtain more insights into participants responses to purchases.
An observational journal will be utilized whereby all participants profile and purchase patterns will be noted. The threat to validity may be posed by the researchers personal experiences and background. Such incident requires external auditor for the purposes of validating results (Benton and Craib, 2001).
Participants
All participants will be chosen from different market segments. The sample will consider 250 respondents in their 18-30, young adults living in urban areas such as Bangkok, in middle class.
Research and discussion will prove on how best participants can rhyme under the method of sequential transformative strategy based on strong cultural influence within native background (Silverman, 2001). Parallel and similar experiences with the researcher will also be included.
Identification of consumers will be based on a range of dimensions including fulfillment of special needs, this allows for the opportunity of observing participants with similar purchasing backgrounds yet differing level of income.
The fact that the researcher is also one of the buyers will ensure that the same methodology is used within each segment (Donoghue, 2000).
The participants will be chosen randomly irrespective of age. The majority of the participants will come from middle-class families living within Thailands urban and rural communities. Data analysis will be derived from different segments depending on consumers need.
Survey will be based on Celebrities Influence on Purchase decisions Scale and the question will focus on how individuals felt about such influences at the moment of experiment with an eight-point Likert scale represented as 1= Definitely False and 8= Definitely True. There will be 6 items to give a total score.
The second section will focus on the question of how respondents responded to level of influence of instagram on purchases within Fashion industry in the course of the year or the level of influence based on offline WOM.
This will be based on the Word of Mouth Scale with a five point Likert Scale represented as 1=Not at all true and 5= True all time. In this case there will be 10 items to give a total score (Carson et al, 2005; Crotty, 2005).
Data Collection
The data collection process will begin with a request to be submitted to institutions administration for the purposes of conducting and collecting data. And at the same time disclosures of tests and surveys results of individuals involved in the research study.
For the initial meeting, rules and time lines will be established of which the whole research will be undertaken within a period of six months. The researcher will pull all participants from various market segments (De Vaus, 2001).
Data Analysis and Validation
The researcher will be deeply involved based on personal experiences within international market environment. This will ensure that participants are well understood based on underlining behavior. Methodology applied within fashion industry will involve first hand information.
Nature of market environment will be handled with equal seriousness based on consumer responses. The relationship between participants and researcher will be considered as that of instructor and nurturer.
It will be important to enquire about participants background and goals for future applications (King and Horrocks, 2010).
The researcher will fulfill several roles for the present research. First, he will continue being a potential supplier of design goods and at the same time observe participants progress assessing their overall purchasing power and attitude towards designer products.
This is important so as to understand what makes consumers change their purchasing choices within the same market.
At the same time, its important to understand how exactly participants are performing. It is also necessary to observe participants behavior in case of any new product arrival within the market (Denzin and Lincoln, 2005). The researcher has a great opportunity to observe consumers within their various market segments.
It is possible to observe whether participants cooperate, or whether they assist one another during learning lessons.
Finally, participants attitude towards various design products is important since it assists in working out effective patterns on individual relationships between consumer and buying patterns (Murray and Ozanne, 1991). The kind of quantitative data collected will result in a number of tests.
Such data will help define the dimension of the problem. The data will reveal motivational level of consumers based on their performance. The researcher will act as an advisor to participants during interview process assisting them whenever necessary.
Finally, the researcher will conduct interviews and ask particular questions concerning participants background (Belk, 2008; Guba & Lincoln, 2000).
References
Agger, B 1991, Critical Theory, Poststructuralism, Postmodernism: Their Sociological Relevance, Annual Review of Sociology, Vol. 1, No.17, pp. 105-131.
Amoo, T & Friedman, H 2000, Overall Evaluation Rating Scales: An Assessment, International Journal of Market Research, Vol. 3, No.42, pp. 301-363.
Bearden, W & Netemeyer, R, G 1999, Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research, Second Edition, Sage, California.
Benton, T & Craib, I 2001, Philosophy of Social Science: The Philosophical Foundations of Social Thought, Palgrave, New York.
Belk, W 2008, Handbook of Qualitative Research Methods in Marketing, Edward Elgar Publishing Ltd, Cheltenham
Blaikie, N 1993, Approaches to Social Enquiry, Polity Press, Cambridge.
Bryman, A & Bell, E 2011, Business Research Methods, 3rd ed., Oxford University Press, Oxford.
Butler-Kisber, L 2010, Qualitative Inquiry: Thematic, Narrative and Arts-Informed Perspectives, Sage, London.
Carson, D, Gilmore, A, Perry, C & Gronhaug, K 2001, Qualitative Marketing Research, Sage, London.
Cherrier, H 2005, Using Existential-Phenomenological Interviewing to Explore Meanings of Consumption, in R, Harrison, T, Newholm and D, Shaw (ed.), The Ethical Consumer, Sage, London, pp. 125-135.
Cresswell, J 2007, Qualitative Inquiry and Research Design: Choosing Among Five Approaches, Second Edition, Sage, London.
Cresswell, J 2008, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Third Edition, Sage, London.
Crotty, M 2005, The Foundations of Social Research: Meaning and Perspective in the Research Process, Sage, London.
Curasi, C 2001, A Critical Exploration of Face-to-Face Interviewing vs. Computer-Mediated Interviewing, International Journal of Market Research, Vol. 4, No. 43, pp. 361-375.
Curasi, C, F, Hogg, M & Maclaran, P 2001, The Impact of the Net: Strategies for Consumer Behavior Research Design in the 21st Century, Advances in Consumer Research, Vol. 28, pp. 205.
De Vaus, D 2001, Surveys in Social Research, 5th Edition, Routledge, London.
Denzin, N & Lincoln, Y 2005, The Sage Handbook of Qualitative Research, Third Edition, Sage, London.
Denzin, N & Lincoln, Y 2003, Collecting and Interpreting Qualitative Materials, Sage, London.
Denzin, N 1997, Interpretive Ethnography: Ethnographic Practices for the 21st Century, Sage, London.
Dobscha, S & Ozanne, J 2001, An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: The Emancipatory Potential of an Ecological Life, Journal of Public Policy & Marketing, Vol. 2, No. 20, pp. 201-214.
Donoghue, S 2000, Projective Techniques in Consumer Research, Journal of Family Ecology and Consumer Sciences, Vol. 28, pp. 47-53.
Elliott, R & Jankel-Elliott, N 2003, Using Ethnography in Strategic Consumer Research, Qualitative Market Research, Vol. 4, No.6, pp. 215-223.
Firat, A & Dholakia, N 2006, Theoretical and Philosophical Implications of Postmodern Debates: Some Challenges to Modern Marketing, Marketing Theory, Vol. 6, No 2, pp. 123-162.
Gruber, T 2008, Designing and Conducting Online Interviews to Investigate Interesting Consumer Phenomena, Qualitative Market Research: An International Journal, Vol. 3, No11, pp. 256-274.
Guba, E & Lincoln, Y 2000, Competing Paradigms in Qualitative Research, in N, K, Denzin and Y, S, Lincoln (ed.), Handbook of Qualitative Research, Sage, London, pp. 195-220.
Hammersley, M 2009, Questioning Qualitative Inquiry, Sage, London.
James, N & Busher, H 2009, Online Interviewing, Sage, London.
Keller, E & Berry, J 2006, Word-of-mouth: the real action is offline, Advertising Age, Vol. 77, No 2, p. 20.
King, N & Horrocks, C 2010, Interviews in Qualitative Research, Sage, London.
Kliatchko, J 2008, Revisiting the IMC construct: a revised definition and four pillars. International Journal of Advertising, Vol. 1, No. 27, pp. 133160.
Kotler, P & Armstrong, G 2012, Principles of marketing, 14 ed, Prentice Hall, New Jersey.
Murray, J & Ozanne, J 1991, The Critical Imagination: Emancipatory Interests in Consumer Research, Journal of Consumer Research, Vol. 2, No.18, pp. 129-144.
Moisander, J & Valtonen, A 2006, Qualitative Marketing Research: A Cultural Approach, Sage, London.
Nail, J 2005, Whats the buzz on word-of-mouth marketing? Social computing and consumer control put momentum into viral marketing, viewed from https://go.forrester.com/
Perry, C 1998, Processes of a Case Study Methodology for Postgraduate Research in Marketing, European Journal of Marketing, Vol. 32, No. 9/10, pp. 785-802.
Pink, S 2001, Doing Visual Ethnography, Sage, London.
Pink, S 2009, Doing Sensory Ethnography, Sage, London
Saunders, K, Thornhill, A & Lewis, P 2012, Research Methods for Business Students, 5th Ed., Financial Times/ Prentice Hall, Harlow.
Silverman, D 2001, Interpreting Qualitative Data: Methods for Analyzing Talk, Text and Interaction, Sage, London.
Strauss, A & Corbin, J 1998, Basics of qualitative research: techniques and procedures for developing grounded theory, Sage, London.
The article by Salfino (2020) aims to present information on the opportunities for fashion retailers to use artificial intelligence (AI). In terms of COVID-19, customers wait for safe and convenient online shopping to meet their needs. In turn, e-commerce should be developed with AI through various unions and partnerships. Since a significant drop in sales by 20% in April, the market faces the tendency to improve. However, compared to other retail sectors, fashion retail seems to recover slower, and current pricing strategies should be changed to improve the situation. In this connection, the retail technology system should be taken into account, which would help in recovering in a long-term period.
Based on the data from Deloittes State of the Consumer Tracker, the author states that 58% of customers prefer online shopping to pick up clothes in a store or curbside. It is also mentioned that the global pandemic makes fashion retail unpredictable, while the use of AI can help in anticipating the trends and setting prices accordingly. Compared to the traditional analysis of data, machine learning and artificial intelligence seem to be important for better understanding customers preferences and buying behaviors. It is especially important in the context of pandemics to remain aware of what exactly customers want. The key to success in price setting and approaching customers more effectively is focusing on the transformation of non-transactional data into some analyzable form. In addition, information received by AI should be available to operational management and executives. In the future, analytics states that more and more customers will make purchases online, which requires reconsidering the way of fashion retail pricing in these changing conditions.