H&M Company Footwear Design - Essay Example

H&M COMPANY FOOTWEAR DESIGN (RESEARCH PROPOSAL) INTRODUCTION Overview of the Company Hennes & Mauritz AB (H&M) is a transnational company that deals with retail clothing. Its origins are Sweden, which happens to be its headquarters too. H&M Company is popular for its ability to adapt quickly to the fashion trends in clothing for both genders and all ages. Currently, the company has branches in over 50 states and over 3250 stores. H&M has be ranked among the biggest clothing lines with an impressive development pace every year; moreover, it competes with other leading corporations such as ZARA and GAP Inc. The company has been in business for more than sixty years and there is a long list of management teams after the founder, Erling Persson (H&M Company 2015). Significantly, H&M has produced some of the leading designers in clothing courtesy of the design team based in Sweden that oversees all activities of production, including outsourcing, product specifications. However, the company has collaborated with leading manufacturers of some products to give out the best because for such a company people expect the best quality and designs. Some of the common brands for the company are Weekday, Cheap Monday, Monki and H&M Home; moreover, there are multiple collections and stores selling footwear, belts and jewelry for both sexes (H&M Company 2015). Remarkably, the H&M Home sections focus on household fashion such as rugs, carpets, bed covers, drapes among others; typically, the different brands of the company contributes greatly to its success especially with partners such as Bless and Bruno Peters, Carin Wester and Jimmy Choo. Background of the Study The first United States store of H&M Company opened in 2000 and since then there have been others in areas such as New York and Manhattan. The reception of the retail-clothing company was astronomical at first since people had a lot of interest in trying the unique designs offered by the Swedish H&M Company. Significantly, a large number of the United States citizens put the male, female, teenage and children clothes from H&M Company top of their best clothing store’s list. Appreciably, over the years, the stores have also had different designs for shoes dealing with highly respected designers in the footwear section. However, shoes have always given the US stores a rough time because they have had disappointing as compared to the other products. Relatively, the designers in Sweden, in conjunction with management teams in the United States, have tried implementing different strategies to solve the issue by there have always been criticisms and multiple negative reviews. In 2009, H&M Company collaborated with the famous designer brand, Jimmy Choo as an effort to augment the sales and alter the reputation of the company shoes’ design. During this time, the shoes’ market was experiencing a downturn and the approach for most designer brands was collaborating with big corporations (H&M Company 2015). Unsurprisingly, the collaboration worked out well for the company as indicated by the long queues during the first week after launching. However, after a while things went back to normal; surprisingly, Matthew Williamson, the previous footwear designer for the company stated that it worked out the same for him, a contributor to him not collaborating with the company. The sale were more than impressive at the beginning but it got to a point where Matthew became worried because the reception at the H&M Company would definitely affect the main line eventually; a nightmare for any designer brand. Tamar, founder of Jimmy Choo came up with the idea of putting more focus on shoes that would please the young and cool customer for a start; nonetheless, it worked for a while but the company is yet to reach its objectives and levels relative to its rankings. According to retail analysts, H&M Company has the most complex and effective approach to fashion, they are leaders in the game; however, the shoes’ section has some glitches that might affect the company’s reputation. The strategy of putting low prices before tastes change for most companies, has failed for H&M shoes a number of times especially in terms of quality. The United States stores’ current strategy on footwear has had multiple criticisms with a lot of vagueness on whether it will meet the company’s objectives (H&M Company 2015). Naturally, H&M Company has luxurious products, most of which people would expect to be of the best quality, having expensive textiles and tremendous designs. Nonetheless, recent reviews of H&M shoes are contrary to those of other products such as dresses and male pants; unfortunately, a significant number of customers feel that they are below the expected level. Some people may argue that the United States stores have had a rough time keeping up with other fashion retailers but even if this is the case, the footwear is the most affected hence requires addressing. One of the reviews says that the cheap shoes in H&M stores are disappointing in every aspect and its best people add more cash and buy something that is expensive but will last. Moreover, the attractive and desirable designs are deceiving especially if one wants to buy a shoe that will service them for a long time. However, some of the collections of shoes have ample compliments especially the sneakers that are very comfortable (H&M Company 2015). Statement of the Problem Reflectively, H&M Company is the second largest company in the world and has excellent performance in all sectors of fashion; however, its shoes have significant concerns, not necessarily in design alone but in dissimilar aspects. In fact, some consumers gauge the quality of the shoe by looking at the price with the idea that the reduced price means poor quality in terms of textile and design. Decisively, these issues need addressing but the first step is coming up with comprehensive information on the different problems. Assertively, this research proposal focuses on the different data collection methods that would apply in gathering the necessary data; additionally, accentuate on the different challenges as a basis for coming up with the best solution and strategy. Research Questions What are the issues affecting H&M United States stores’ footwear? What difference in the shoes makes it hard for them to keep up with other fashion products of H&M Company? What is the best strategic approach to countering the different challenges that face fashion in the US, especially the shoes? What are the major aspects of the footwear that the H&M management teams and designers should address, according to the consumers? Research Methodology Part 1: Methodology Methodology is the systematic theoretical analysis of the methods applied to a field of study, or the theoretical analysis of the body of methods and principles associated with a branch of knowledge. It encompasses concepts such as paradigm, theoretical model, phases and quantitative techniques. Feasibility Study Feasibility study is a level of study where the needs of different users are determined. It also deals with evaluation and analysis of the potential of the proposed project which is based on extensive investigation and research to support the decision making process. Technical feasibility Technical feasibility is attainability of a system using currently existing technology. Technology feasibility takes into account whether the required technology is available or not and whether the required resources are available in terms of manpower and equipment. Economic feasibility It is used to refer to the financial viability of a given business venture. This study is vital since it determines the aim and future growth of any business. Operational feasibility Operational feasibility refers to an evaluation that analyzes how well a system operates and how well the workers will be able to interact with the system and how effective any changes or plans can fit into an existing system. Part 2: Research Design The study will use descriptive survey design and variables that require proper identification to lay ground for the formulation of a hypothesis to be tested using the available methods. This research will apply quantitative techniques of data analysis used in establishment of substantial basis of discussing desired results (Creswell, 2009). This research methodology depends heavily on previous reviews on H&M company shoes and critical evaluation of the United States’ footwear markets (Dawson, 2002). It uses in-depth interviews and focus group discussions (Patten, 2004). Data Sampling Sampling techniques involve non- probability which will be adopted in this study to draw the sample from the population. Data collection will involve surveys, edited and coded in preparation of data analysis. Desk study follows to obtain independent information that will help in supporting the hypothesis. Data collection The research will apply two methods of data collection in the process of conducting this study. Methods will use both primary and secondary sources data. There will be literature review and an internet search using the commonly known search engines like Google, with initial search focusing mainly on application of social media marketing by organizations. Data analysis This study will have qualitative data, and a different analysis of this data; where the qualitative be analyzed using the latest version of SPSS. Tables, charts and graphs also apply in the analysis of qualitative data. Ethical Considerations The researcher will get authority from the management team and participants (consumers) under review for their consent questions included in the questionnaires, but the selection will be specifically in the different H&M stores. However, there will not be any disclosure of information from different consumers or staff members to any of the parties. Research Instruments Interviews are the key instruments for this study because they are much more efficient in that they permit collection of data from a much larger sample; moreover, they allow respondents to give frank answers to sensitive questions if they are not required to disclose their identity. Moreover, it is essential to apply questionnaires because they are very effective especially when gathering information from many participants that would take a lot of time if one were to use interviews. Interviews Most of the researchers are conversant with interviews as they are among the major research methods especially in collection of qualitative information; naturally, this is because there are many approaches of applying them (Valenzuela 2011). In this situation, the best approach would be using the unstructured interviews because they encourage the participants to contribute more unlike the structured kind of interviews. The basis for information retrieval is the most significant for almost all the research methods so all the participants should exercise their role to the maximum with the interviewees making a greater contribution. Advantages of Interviews Unstructured and semi-structured interviews provide a platform for evaluating the research topic in depth and detail making the method effectual (Minter 2003). Essentially, through the interviews, the participants are able to express their thought and feelings through opinions that could act as great information sources to the research. Interviews have room for follow up questions unlike other research methods, such as focus groups or questionnaires; moreover, they allow the social element for objective information. The rate at which people retort in interviews is extraordinary which facilitates the review of different points, especially from recorded interviews. Interviewees get to answer on their own basis and according to their perception of a matter without any influence like that in focus groups and sometimes in questionnaires. Disadvantages Interviews take a lot of time especially since some of them require the interviewers to repeat questions or elaborate more. Moreover, some of them are costly with expenses involving the venue, the facilitator of the interview etc. Generally, interviews gather a lot of information but it depends on factors such as the questions, attitude of the interviewer and interviewee, and the framework of the comprehensive research (Minter 2003). Questionnaires Most of the researchers do not use questionnaires, and for those that do, it applies as a secondary method; naturally, this is because they require people’s response and most them do not act in their normal way (Key 1997). Nonetheless, the information collected through the questionnaires is inadequate and depends on the scope of the questions; however, it is still expedient. The reason as to why this information can be useful is that the answers revolve around facts and opinions, which the research can exploit and analyze how they apply to make the right conclusions. However, in some cases, the questionnaire can bring the best out of research; for instance, in the case of H&M shoes, most consumers will not openly speak out about the negative things they think or see in the footwear but the questionnaires counter this because data analysis takes place later. Some researchers prefer using questionnaires first and another qualitative procedure focusing on the areas whose findings were not clear in the answers on the questionnaire; however, the application procedures of this method and others depend on a person’s understanding in the field. Significantly, there are factors that researchers, especially in fashion should consider before choosing questionnaires as the core research method. Firstly, the type of data one requires is a key factor; for instance, if they want less-detailed answers or opinions from the participants, the questions should be easy. However, when the topic of study is crucial, hard questions work best as they give facts and very few opinions compared to the open and amorphous questions; largely, the best thing is to include both types of questions. Secondly, the research needs to know that the participants respond to answer the questions based on their depths and levels of interpretation; generally, the researcher should not set questions in one way and expect them to answer in another way. Finally, it is essential that one establish a framework that the participants will base their answers; typically, all the participants should be aware of the subject of the research with the first question setting the pace. Considerably, there should be balance in all the questions to avoid the participants from going out of topic or breaking the uniformity as it will result to major variations in the answers Advantages of Questionnaires Unlike most research methods, questionnaires entail a lot of work, which makes the whole process lively and everyone has a role to play in contributing to the findings. Significantly, for most of the research methods, gathering much data can take a long time depending on the nature of the research; however, for questionnaires, within a short time a person collects large amounts from a large population. One is to address a large population because the researcher can acquire assistance from other people in distributing the questionnaires with no cases of distorting the information. Getting the results from questionnaires does not take a lot of time, whether the researcher does the quantifying or they use software; moreover, the analysis part of the research focuses on the objectives more than any other research method. Reflectively, while comparing results from questionnaires with other research, the researcher can also use it to establish or gauge change. Naturally, most experienced researchers encourage the use of questionnaires because they form a good foundation for the creation of new theories and the evaluation of current propositions. Disadvantages of Questionnaires Despite the multiple merits, the use of questionnaires has its shortcomings with the common being the lack of providing an utter understanding of essential aspects of the answers given i.e. one is not able to establish the feelings of the participant. The information from questionnaires lacks validity especially because the researchers focus on certain factors not considering other aspects related to the same; naturally, the scope of information under investigation is limited (Milne 1999). Additionally, there is no comprehensive way of establishing that the participants are answering truthfully; furthermore, most of them do not consider other essential factors of research while answering such as the basis of the question, the required scope of the answers etc. Humans are prone to forgetfulness hence relative information may miss out from the answers if this happens when taking the questionnaires, additionally, thoughts and other things may act as barriers for the participants answering in full context (Gill 2008). The answers chiefly rely on the interpretation of the question, which varies depending with a person’s knowledge and other factors making some of the answers irrelevant or inapplicable. When developing the questionnaire, the researcher decides on what to include and omit, hence, some of the assumptions may be wrong leading to a miss out on very essential information. Validity and Reliability of the Instruments Validity is the accuracy and meaningfulness of inferences based on research results being the ability of instruments to measure what they are intended to measure (Sullivan 2011). A pilot study takes place prior to the actual research and a percent of population is enough for piloting to enable researcher to determine whether there is any ambiguity in any of the items and ensured that the instruments elicited the type of data anticipated to answer research questions. Supervisors who are experts in the area of study review the instruments too and those that fail to measure the variables intended are either modified or discarded. Reliability is a measure of the degree to which a research adds consistent results or data after repeated trials and an instrument is reliable to the degree that it consistently measures the characteristic of interest over time (Key 1997). The researcher will administer questionnaires after four days the same questionnaires will be re-administered. Limitations of the Study Resolutely, this study has some limitations in the sense that, as a survey it relies on a lot of literature review and self-report data, that depends on respondents to truthfully and accurately report on occurrences in their institutions; therefore, the information unknown to the participants is not included. It is a requirement for the researcher to make efforts on following up where possible and sought clarifications to enhance accuracy of the findings; however, this is the main reason why there is a secondary means of collecting data. Bibliography Creswell, J. 2009, ‘Research design: Qualitative & quantitative approaches, 2nd ed’. Thousand Oaks, California Dawson, C. 2002, ‘Practical Research Methods’, New Delhi, UBS Publishers’ Distributors Gill, P. 2008, ‘Methods of Data Collection in Qualitative Research’; British Finance Journal, vol.204, pp.291-295, http://www.nature.com/bfj/journal/v204/n6/full/bdj.2008.192.html H&M Company. 2015, ‘Home’; H&M United States, viewed 20 January 2015, http://www.hm.com/us/ Key, J. 1997, ‘Reliability and Validity’: Research Design in Occupational Education, Reliability, viewed 20 January 2015, http://www.okstate.edu/ag/agedcm4h/academic/aged5980a/5980/newpage18.htm Milne, J. 1999, ‘Questionnaires’ Advantages and Disadvantages: Learning Technology Dissemination Initiative, viewed 20 January 2015, http://www.icbl.hw.ac.uk/ltdi/cookbook/info_questionnaires/ Minter, E. 2003, ‘Pros and Cons of Interviewing’; Extension, viewed 20 January 2015, http://www.uwex.edu/ces/tobaccoeval/pdf/ProConInt.pdf Patten, L. 2004, ‘Understanding research methods’: An overview of the essentials, 4th Ed Glendale, Pyrczak Publishing, 170p Sullivan, G. 2011, ’A Primer on the Validity of Assessment Instruments’: Journal of Graduate Medical Education, vol.3, no.2, pp.119-120 Valenzuela, D. 2011, ‘Interview as a Method of Qualitative Research’; Southern Cross Institute of Action Research, viewed 20 January 2015, http://www.public.asu.edu/~kroel/www500/Interview%20Fri.pdf Read More