This is reportedly true especially for SMEs in the fashion and garment industry. There is much optimism that the Internet can provide SMEs with the tools necessary for marketing their fashion and garment products internationally and therefore enabling them to succeed. This research investigates the impact of globalisation on the fashion and garment industry where the Internet is the main marketing tool and focuses on the implications for SMEs. A qualitative case study is conducted in which primary and secondary data is collected. The primary data consist of interviews with 12 SME owners/managers in the fashion and garment industry. The secondary data consists of browsing the interviewees’ websites, the websites of other SMEs and larger firms in the fashion and garment industry. The results of this study indicate that SMEs in the fashion and garment industry do not feel compelled to become internationalised and are satisfied to use the Internet to expand their customer base at home and to increase patronage to their high street stores. The Internet has been used successfully in this regard and these SMEs are doing well and are optimistic about their future. The results are discussed. Table of Contents Abstract 3 Chapter One 5 Introduction to the Study 5 II.Research Questions 9 III.Overview of the Research Problem 10 Chapter Four 36 Results and Analysis 36 Chapter One Introduction to the Study I. Introduction Since the 1970s, globalisation has increasingly become a “catchphrase” symbolising an extensive interdependence between states (Gereffi, Humphrey, Kaplinsky, & Sturgeon, 2001, p. 2). Advances in technology together with the growth of bilateral and multilateral trade agreements have removed or lowered significant barriers to international trade, including the costs of trans-border trade (Urata, 2002). The Internet has introduced a new method for the simultaneous distribution of information, products and services across borders. Consumers are now in a position to obtain information and purchase products and services with the mere “click of a mouse” (Dierks, 2001, p. 14). As Dierks (2001) points out, the Internet together with e-trade and e-commerce are “transforming entire industries” (p. 14). According to Knight (2000), one of the main consequences of globalisation is the internationalisation of firms. Globalisation has brought with it an interconnectedness and interdependence of global economies, which in turn has resulted in firms using marketing and trade strategies to become internationalised (Knight, 2000). For the purpose of this study, the working definition of globalisation is: ...the process in which more and more people become connected in more different ways across larger distances (Lechner, 2009, p. 15). Internationalisation
“A study into globalisation’s impact on fashion and garment industry, using the Internet as the main tool: Implications for the small and medium sized enterprises’ strategic management and marketing.” Certification I certify that this dissertation is original and any material and ideas obtained from the work of other writers are credited using Harvard referencing format…
Fashion has its history for as long as is the existence of man. The modern type of fashion is strongly influenced by the digitization of everything in the human society. Social Media is the most prominent and widely adapted firm of information technology that is spreading within the human community like fuel to fire.
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British Fashion Council (2011) has said that the value of online sales of fashion industry has reached up to 4.3 billion pounds in the year 2011. This industry is characterized as having a diverse customer base (consumers have different needs and wants), and brands that are targeting different customer segments.
This study examines Media’s Manipulation of the Fashion Industry and their Influence on Purchasers. The unprecedented expansion in United Kingdom designer fashion during the 1980s and the 1990s happened because of the appearance of key fashion magazines such as “The Face in 1980, i-D the same year, British Elle magazine in 1985.
In this research study, scientific approach has been adapted by the researcher to accomplish the aims and objectives of the study. Maylor & Blackmon (2005) have defined the scientific approach as things that are measureable, can also be understandable.
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As it is discussed earlier, the purpose of this study is to examine the impact of fast fashion on the buying behaviour of Chinese people and the decision making process considering the case study of Zara.
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The result and discussion of the study indicated that there are five social platforms actively used and popular among fashion consumers in Nigeria. These social media tools included: Facebook, Twitter, Youtube, Pininterest, and Instagram. According to the survey results, an average age of the respondents was in the range between 22-24 years old, with a prevailing number of females (82%).
Given the popularity of co-branding within the industry, the assumption is that collaboration positively translates into an increase in revenues for the brand partners. This study sought to investigate this assumption and in so doing, identify the determinants of successful versus unsuccessful co-branding ventures in the fashion industry.
52 pages (13000 words)Dissertation
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