Fashion Marketing

INTRODUCTION
1.1.: Research Background
These days , fashion buyer’s demands are reshaping fashion trends. Basically human behavior affects lifestyle
and way of living. Lifestyle is closely linked with fashion. Fashion , in this globalized era is no more “ a local
cultural thing”. Now fashion has changed thing. It is no more a considerate and careful buying tasks, rather it is
now as high level time consumption job . From high class fashion brands to inexpensive brands , fashion industry
is getting self expression and articulateness. This has affected the clothing-industry. Moreover, many other
factors can influence buying trends and buying behavior of fashion consumer. Consumer’s buying behavior got
affected due to major technological trends. Now buyer plans more before selection of fashion brands. Such buying
and assortment planning has changed demands buyers’ needs and industry‘s trends. Now fashion industry tends
to monitor sales and sell through of the fashion products, accessories and the stock value trough out the whole
year. Sell through is any indicator that follows the total amount of pieces bought for each of the fashion item by
any retail company or online store.. (Tracewski, 2013)
Currently, fashion industry is changing due to changing buying behavior of fashion buyer. It is matter of fact that
when a consumer changes his/her fashion taste, its buying behavior gets changes. Such changing buyers needs get
more to adapt by fashion dealers as target group is always very important factor and ought to be well analyzed in
order for the buyer to buy items from a certain brand. For meeting interest of fashion consumer, fashion industry
pays special attention towards seasons and trend following. When a fashion buyer plans his or her assortment,
he or she tends to need proper information in order to take into account that almost every country , around the
globe, has four major seasons so different types of fashion accessories are needed throughout the year for all
ages. A great challenge for any fashion dealer can be the business shifts with pace of season and trends for meeting
the customer’s demands. Such changing demands continuous efforts so fashion dealers must be aware of emerging
trends since the collections are bought six to eight months ahead. The importance of trends can vary customer to
customer and brand to brand. Moreover for low-priced brands which are more in demand for younger consumers
especially, need to have all type of latest and newest fashion trends available. (Goworek, 2011)
The prevailing fashion world today, tends to offer trend based apparel and accessories to be
sold both online and in retail stores. Every fashion buyer has right to have according to his or
her own demand from their favorite store or boutique. These customers want various vendors
and designers to look at clothing, shoes, and accessories to decide if they are the right fit and
according to their needs . Fashion buyers tend to be aware of the store's outreach, range product
quality and item price. They always try hard to be knowledgeable about latest fashion trends
and in-styles as well. The retail sector today in Europe generally and in UK particularly, is
quick paced and diversified. Fashion industry tends to keep itself on front not at backstage of
the buzzing about of the outdated retail brands. Now fashion industry want to be live for
persevering industry of fashion experts that guarantee everything functions smooth and easily.
According to Jackson’s research buyers’ role has changed within the last century, as fashion
buyer wants to take full information about variety of retail formats including independents,
chains, department stores . Now fashion buyer represents business models with respect to
fashion scope and shopping skills (Jackson, 2001)
Regarding emerging fashion industry in UK , the trend of sales and promotions is getting a
unique position as it is an immediate way for a merchant to generate regular sale. It tends to
attract new consumers and to introduce a new product by making competitive promotions for
building customer loyalty. As an emerging trend of fashion industry in UK, the trend of price
promotions is demand of time because it is very common way for retailers to boost up their
sales for increasing profits but with the aim of higher sales of fashion products in very shorter
period of time. In developed nations like UK , big promotional campaigns is very distinct
feature of fashion industry such big promotional campaigns involves advertising and long-
range preparing and planning. Fashion dealers and relevant retailers are seeking always for
new consumers with help of personal selling, advertising, sales promotion, and direct
marketing publicity and may include event-marketing, exhibitions and trade shows
(Rajagopal, 2007)
1.2: .Research Rationale
As the fashion buying process is very distinct feature of fashion business so it is very important
for fashion industry for creating major effects on company’s success. Therefore, an increasing
number of retail businesses , which are highly in demand in UK fashion market, tend to focus
over purchasing, buying process and customer’s needs to make the operational mechanism of
company or its online store more productive and effectiveness. For increasing the worth of
fashion products, every 2 company tends to cater various influencing factors that can affect
nd
buying process and consumer behavior and customer loyalty. It also directly linked with
purchase price, assortment planning and latest trend following. Companies always keen to be
“BEST” among its customer but customer always wants” BEST” out of every visit he or she
makes at retail store or at online store. A research conduct in 2013 reveals the fact that every
fashion dealer needs various tools to measure purchasing usefulness and sales routine in
multiple sections of the fashion business. Every fashion company, retailer or online tries to use
multiple indicators in order to measure the level of its demand among its customers. Such
indicators can be profit-margin, inventory-turnover and overall sales in each season. These
indicators help companies to react and to plan for future (Tracewski, 2013). Although every
company tries it best to sustain it in competitive market but for the fashion marker every fashion
dealer have to work heard to survive. That is why it is very important to check how fashion
industry in changing due to ever changing demand of fashion buyer. Such changing over affects
indirectly, or in many cases directly affect that fashion buying cycle and trend following. The
pace of time is this global era is very fast, so mode of fashion buyer is changing as well.
However, the changing nature is also affect by trend set by fashion industry itself. The nature
of trends and its impact perceived by the customers is also part of fashion buying cycle
AIM AND OBJECTIVES
Based over rationale of this research, the main aim of current study is analyzing the change of
the role of the fashion buyer and change in buying cycle with pace of time. By using of primary
and secondary research, this study aims to establish new role of a buyer and the main causes
affecting its buying behavior towards retail stores and existing designer brands. Moreover it
would aims to analyze effect of trends perceived by the customers, by collecting data through
primary research by use of questionnaire. It would be put emphasis over the scenario that what
are the new needs of consumer how much it have been changed in the buying behavior over
the span of the time.
2.2. Objectives
Based over research rationale and main aim of current research study, the main objectives are
as following
To evaluate role of consumer buying behavior as key factor for fashion buying cycle
To evaluate role of seasons as key factor for fashion buying cycle
To evaluate role of trends as key factor for fashion buying cycle
To indentify multiple challenges lead to disruption in fashion buying cycle
To suggest future solutions to minimize challenges which care causing disruption in fashion
buying cycle
LITERATURE REVIEW
The role of a fashion buyer
Purchasing goods from the comfort of your own living room certainly is more convenient than
actually driving to a store, while offering a virtually unlimited array of choices and the ability
to compare prices. While online payment and security technology have come a long way, you
still may experience problems with online shopping from time to time. This article covers some
of the more common issues, such as getting the wrong item or falling prey to online scams, and
ways to minimize these potential pitfalls. Many of the problems seem to arise because the retail
and online divisions of major stores are run by entirely different groups, or at least they were
until recently—and these groups sometimes seem more like competitors rather than players
working on the same team. The consumer sees the same store brand name, and understandably
assumes the entities are identical, but they’re not—and the results are heaps of confusion and
frustration. (Juneesh K Kuriachan, 2014)
A fashion buyer is in charge of arranging and choosing a product range to be sold in a retail
store. A few factors must be considered by a fashion buyer when settling on obtaining choices
including client request or demand, keeping the price point in mind, accessibility and good
quality. the policy of a particular store, market trend and budgetary spending plans are different
contemplation and limitations are to be kept in mind. A fashion buyer has to source review
existing products in the market and source new merchandise that make sure the products are
competitive in the market(Drapers, 2017).
There are basically two types of buyer and the role they play is different-Own label buyer and
Branded buyer. A own label buyer is the one who does a research about current trends and
customers requirements then joins with the technical team of designer, merchandiser,
technologist etc and decides what the designs. The colours , silhouettes are to be introduced to
be market within his budget keeping the store location in mind whereas a Branded buyer is the
one who attends the catwalks and fashion shows then orders and buys the products from the
runway keeping the trend, budget and store location in mind (Middleton, 2018)
Fashion buyer and fashion market

Today several factors are influencing buyers role in the fashion industry . Buying behavior of
a consumer is one of the major factor affecting on buying and selection planning. A buyers
needs to screen through the sales figure and a product sell through as well as the stock esteem
recording entire year. The aggregate sum of pieces purchased for every one of the piece of
clothing by a company and the measure of sold ones in the stores is known as sell through
(Mintel,2017).
Merchandiser and Buyers work together with store planners to Grade stores based on the
performance of the product category under review. Analysis of sales history and amount of
selling space will determine Store grading. Each season the Merchandisers and Buyers will
create a Model Stock plan - a product category mix reflecting changing season and trend,
informing the product range plan. The Merchandiser will provide information on how the
performance of the actual sales and margin on previous model stocks and if they should be
adjusted to maximise sales and minimise stock outs. Merchandisers are increasingly expected
to have regional knowledge and not allocate at an aggregate national level. In summary “Buyers
work endlessly with merchandiser and store planners to get the right number of lines allocated
for each different size or group of shops” (Shaw and Koumbis 2014)
The products are observed by pieces, percentage or currency; this marker tells effortlessly how
one particular product of clothing or a selected group of product of clothing has been sold.At
the point when customer change their purchasing conduct,buyers have to observe and adjust
according to that. Moreover, the target group of customers is likewise an imperative
factor and should be very much broke down all together for the fashion buyer to purchase
things from a specific brand to meet the demand of a customer (Tracewski , 2015).
Likewise, trends and season have an extensive impact in purchasing. At the point when buyers
are arranging their combination, they have to consider that a few nations have four seasons and
distinctive kinds of garments are required consistently. A challenging test is that fashion and
trends are changing rapidly and constantly and along these lines the Fashion buyer should be
constantly a few stages ahead and mindful of changing trends since the all the products are
purchased 6 to 8 months ahead (will , 2016).
The significance of trend shifts between various fashion brands. for example, low-valued
brands that are in the business more out there for more younger generation consumer
particularly, need all the most up to date mold trendy accessible Technology is the other factor
that has been affecting the buyer role and the buying cycle. ‘Big Data’ is also one of the main
reason influencing the buying cycle –customers today can easily access internet from anywhere
and any part of the world.The changes started to occur as soon as online shopping was
introduced in the market that made a customer life more easier and shopping became more
accessible. Regarding emerging fashion industry in UK , the trend of sales and promotions is
getting a unique position as it is an immediate way for a merchant to generate regular sale. It
tends to attract new consumers and to introduce a new product by making competitive
promotions for building customer loyalty. (Rajagopal, 2007)
Big data has so much of information online and the customers nowadays have become very
versatile (easily adapt from what they see) and their demand just increases day by day. The
customers switch to trends according to what they see online. It gave customers to compare the
products online withe the competitors and choose what was the best for them. Customer
reviews also started to help them select the products with the known quality. There are more
coupons and deals online than in store and therefore there is no cash hustle for the customers.
The job of a fashion buyer is becoming difficult day by day because the customers have a direct
access with the media now through social media and television and they follow fashion
influencers. A buyer has to study the changes and work on new trend everyday as they might
not know what the customer could demand tomorrow.90% Customers are trend followers and
tend to follow the style of celebrities. He or she also need to take shopping task to introduce
the styles at a price it can be sold at as there are lot of competitors now in the fashion market
(Easey, 2009).
Fashion shopping and challenges

As an emerging trend of fashion industry in UK, the trend of price promotions is demand of
time because it is very common way for retailers to boost up their sales for increasing profits
but with the aim of higher sales of fashion products in very shorter period of time. In developed
nations like UK , big promotional campaigns is very distinct feature of fashion industry such
big promotional campaigns involves advertising and long-range preparing and planning.
Fashion dealers and relevant retailers are seeking always for new consumers with help of
personal selling, advertising, sales promotion, and direct marketing publicity and may
include event-marketing, exhibitions and trade shows (Rajagopal, 2007)
The role of the fashion merchandiser always have an involvement and understanding of
fashion, its trends and influences and a financial and detailed minded approach to the product
creation process. He argues that the merchandising role connects buyers with financial
management, analysing the commercial viability of fashion product ranges. The UK academic
literature is limited in exploring the role of merchandiser with most published literature centred
on fashion buying or US models . As advancement in innovation and technology influences
our world to keep changing, the correspondence ends up being all the more less demanding, so
the client have more access to the things which makes them all the all the more demanding.
Today the fashion retailers are growing to an ever increasing extent and innovation
globalization is the primary motivation to extending ( Knowles,2017)
Ahead of season the senior management will agree a top down sales budget for a department
to achieve. This will factor in a growth target on like for like sales, take in to account any shift
in sales channels (closing stores, new stores, localised on-line sites) and meet strategic
objectives. Once agreed the Merchandiser will develop a top down range plan to identify the
number of options the Buyer should aim to buy per category and how these should be allocated
to stores. The Merchandiser will also analyse detailed ‘line by line’ reports on the sales history
to identify strengths and weaknesses of previous buys. Merchandisers and Buyers will together
agree sales targets, budgets and finalise intake margins. For the most part, the market is used
to be creation driven as products were pushed towards the buyer. traditionally customer used
to browse the existing products in the market and did not hinder the production procedure (
Brannon,2014).
Moreover the estimation of pounds WOULD get down so there will in any case have inspire
sales overseas market, along these lines a buyer need to know distinctive esteem, way of life
and culture among general market. However there would be an effort to draw assorted pen
portrait of them when well ordered comprehended that customers are getting canny and depend
less on the given choice, the retailers consideration has moved from "push" framework to "pull"
framework. In present “ DESIGN IT YOURSELF” gives the consumer the authority to choose
the style of their own according to fit and colour of their choice. It is a profitable strategy for
fashion retailers today. For example : Louis Vuitton, Michael Kors have added the customized
recommendation to another portable media application, of which the motive is to win back
their clients with individual encounters of personalization (Bloomberg, 2017).
The demand-activated process has four waves like it develops Database when Huge fashion
companies started to use technology and big data to get the information. It is focused on the
performance between the firm and a supplier- Time efficient, stock reduction. The Centre of
the Universe-Consumer” since the 1990’s a customer began to be the “centre of the universe”
,it was when the retailers realised it is the important factor to improve the profits effectiveness.
Other important factors in range planning include: maintaining internal consistency, effective
planning and control, and adapting to external variables (Jackson and Shaw 2001).
The Supply chain is now majorly focused on creating for consumer and not making product-
delivering goods on time is not only the key factor that in focused in a supply chain but also
focusing on creating , production and delivering the products to the right customer. It can be
summarised that a buyer traditionally did not use to face the customer directly but in present
the barrier between a buyer and consumer is fading away. A buyer needs to interact with its
customer daily to know their current needs so that he can make sure the products and stock are
updated and the sales increase in today's competition.
Future of Buyer for fashion buying cycle
As now every movement is to achieve consumer loyalty and satisfaction for the buyer, from
idea to carrier bag, and work personally with the group of team, merchandiser, technologists,
quality controller, supplier, The HR, and the advertising group production an effective
team,while traditional buying association has numerous obstructions in the middle of the
groups ( Drapers, 2017).
There is a challenge who interviewed numerous Own label buyer when selecting suppliers is
challenging. It is very important to select the right suppliers because if he cannot send the right
product in right time ,there will be a huge problem. Now many brands tie up with the local
vendors to guide the factories in local town to assure the process runs without any obstacle. A
buyer needs to visit stores often to communicate with the staff of the store and know more
details about the customer needs and desires and to give them more knowledge about the
product to boost up its sales. The search of a new supplier continues as it is necessary for a
buyer in today's world encase there might be corruption and prevent any bias decision encase
of any friendship.( Goworek 2014)
However the relationship amongst Buyer, vendor and buyer isn't anything but difficult to
bargain. There are lot of high street brands products are highly sensitive, they will attempt their
best to crush cost so the cost and lead time given to seller is amazingly limited. But Merchant
additionally need to profit for their services, which offers high weight on Production network,
they need to make sense of how to make fabric production speedier and cheaper, which is an
extremely troublesome process. The fashion is changing overnight. This emphasizes the
importance of the buyer’s role in creating the brand identity and personality through product
for the consumer (Diamond and Pintel 2012, Varley 2006).
Due to the penetration of fast fashion and so much of competition in the market , customers
desire to see new collection every time they visit a store even at the luxury end of the market.
So the fashion brands such as Zara, Asos,Top shop etc. are producing six collection every year
which means that the buyer and merchandising team have to get involved in multiple buying
cycle at a same time, mostly managing sourcing and manufacturing across countries that adds
complexity. Traditionally there are were so many steps involved in a buying cycle from
research to carrier bag, but because of right now economy a buyer has to act quickly now, so
the buying cycle gets smaller to get the product on time to the customer and save money also.
The buyer chooses for his/her customer, therefore the efforts are focused on being the intermediary that
links the customer and the retailer (Waddell, 2004).
METHODOLOGY
4.1: Research Philosophy

This research study is based over ‘pragmatism’ philosophy.
In such research philosophy , reality accepts concepts which must be to be relevant only in case
of supporting any action. Pragmatics “recognise that there are many different ways of
interpreting the world and undertaking research, that no single point of view can ever give the
entire picture and that there may be multiple realities” (Saunders, 2012). Lee & Nickerson
(2010) state that pragmatism is a more adequate, proper and well organized research paradigm
as a design research than positivism. Pragmatism is mainly concerned with action and in-time
research that can change existing scenario by giving strong rationale. Moreover it can interplay
between existing knowledge and available or possible action. Pragmatism tends to make an
appropriate layout as a basis for related research approaches. It intervenes into the world and
not merely observing the world. It can be an intervention or a radical change as result of action
research. Many researches takes pragmatism as action research and design research Cole et al
‘s (2005) Järvinen’s study (2005) Iivari & Venable’s study (2009) as cited by (Goldkuh, 2012)
4.2: Research Approach

Research approach can be divided into three types 1) deductive research approach 2) inductive
research approach 3) abductive research approach. Mainly deductive approach tests the overall
validity of assumptions but inductive approach contributes to create new assumptions, however
starts with ‘surprising things and leads to explanation of these facts. So current research study
is based over inductive approach.
4.3. Research Strategy

The main research strategy adopted for current study is as following
Target Population size
The target population size is 500 people from target community whereas each stratum get
following population size
Store managers = 50
Regular customers from target community =200
Online & Retail customers from target community= 200

Strata of target Size of stratum
population
Store Managers 50 People
Regular
customers from
target 200 People
community
Online & Retail

customers from
target 200 People
community
Total
450 people
Sampling Technique
For current research, the technique of sampling used is stratified sampling. In such sampling,
the target population gets broken down into categories/strata and afterwards random sampling
is done for each stratum. Mostly proportions of the sample sizes extracted from each category
remained at same proportion so for current study the sample size is almost same but randomly
selected from each category/strata of target population.
The main reason behind using the stratified sampling for current research design is to give a
uniform and identified subgroup extracted from target population in order to represent same
proportion that they exist in the population. Moreover this sampling technique helped to yield
out more accurate results than simple random sampling. Additionally it also helped to show
different tendencies within various categories of same target population.
Sample Size
It is matter of fact that research sample is considered that subset of any target population which
represents all or almost all basic characteristics of population. As total research population is
generally a large collection of individuals or objects and it is hard to check every element of
population so researchers tend to select sample as he cannot test every individual in the
population because it is too expensive and time-consuming. This is the reason why researchers
rely on sampling techniques to select proper sample size. The target population size is 450
people from target community whereas each stratum of target population which is consisting
of 450 target community people, the research sample size for research is as following
Strata of target Size of smaple
population
Store Managers 25 People
Regular
customers 100 People
Online & Retail

customers 100 People
Total
225people
Qualitative Research
The design of current research is mainly revolving qualitative research so it is mainly linked
with perception of store managers and fashion buyers regarding disruption in fashion buying
cycle and its future. Here the qualitative research revolves around framework based over in-
depth research activity refers to the research tools which have used to collect data for the
research.
For the having qualitative data, current research study has formulated interviews schedule and
focused-group dissuasion sheet to gain perception of managers and regular customers about
disruption in fashion buying cycle and its future. The interviewing the store staff and manager
from retail store has given insight of customer visiting, customers profile, likes and dislikes.
However structural interview and focused group- interviewing 5-7 people with the same set of
questions has been conducted to collect details about present image, online and offline review,
customer preferences, frequency in shopping, the fashion market at present.
Quantitative Research
In current research study, the quantitative research method emphasizes over SMART
objectives with careful measurement and data collection with numerical analysis. As the
disruption in fashion buying cycle and its future is exploratory research so its method demands
statistical approach to generate valid and empirical results. Customer survey has been
conducted for taking quantitative data. while survey set of different questions in form of proper
questionnaire has been send to online customers to gain information about their purchasing
behaviour, spending capacity and shopping patterns
Primary Research
Primary research is the research that carried out to answer specific issues or questions. It deals
with direct dealing with primary source of information. It involves questionnaires, surveys or
interviews with individuals or small groups. For current study interview, focused group-
interviewing and customer survey have been formulated to take primary data.
This primary research involves interviewing the store staff and manager from retail store to
take their perception about customer visiting, customers profile, likes dislikes, how much they
spend on shopping, online sales vs. in-store sale, product range, etc. Moreover this primary
research also involves structural interview in form of focused group- interviewing 5-7 people
with the same set of questions to collect details about present image, online and offline review,
customer preferences, frequency in shopping, the fashion market at present. The customer
survey is also part of this primary research . in this online survey, questionnaire has been used
to take information about customer’s purchasing behaviour, spending capacity, what new
things they would like when shopping, etc.
Secondary Research
Basically secondary research involves use of information that previously researched about
relevant topics. It can have information about topics and purposes as well but such information
must be published and easily available. It is also called 'desk research' because it includes
published research reports which are available in a library or online portal, it can have results
of many surveys as well.
For current study, many secondary research data sources have been used in order to get detailed
information about new role of the buyer and disruption in buying cycle recommendations. This
secondary research involves the data sources based over finding of new strategies researched
from professional intelligence online websites and fashion industry researchers. It also linked
with data sources for analysing the fashion companies sales figures and profit and loss
including topic like changes in consumer behaviour, trend forecasting, right now economy,
new technologies and disintermediation etc, Some additional secondary sources would include:
Books & Publications
Research Articles
Online Databases
Research Journals
Published Articles
Data collection Tools
For the current research work, three types of data collection tools have been devised. The detail
of tools is as following
Main Tool: Survey of online fashion buyers
Supporting Tools:
Focused discussion with on-the-spot fashion buyers
Interviews with fashion tore mangers
All these three tools have been devised after great effort as these are focusing over
identification of clear and SMART objectives. While making outline, there is involved an effort
to avoid overlapping questions and unnecessary information whereas the order of given
questions was focused over having a logical format that is simple to complex manner. While
observation, the check list has been used however for off-the-record discussion, the questions
were made according to educational background of store managers. All these questions were
made to eliminate ambiguities regarding their working styles and expected outcomes from
them.
Data collection Instrument
For main research tool, questionnaire has been used as main research instrument. This
instrument is selected as it can help to take enough data required for analysis. Being a self-
report instrument, it really helped during survey of fashion buyers shopping online or directly
on the fashion stores. Interviews were also conduct to take views of store managers. Sometimes
it mailed to managers whereas during field visits many questionnaire were directly handed to
respondents in order to complete input required for data. It is also very interesting notion that
all these administered questionnaires were given to respondents according to stratified
sampling design.
Parts of questionnaire
The main parts of questionnaire includes
Part 1: Basic demograhic data of the respondents
Part 2:Basic Online Customer Preferences
Part 3: Attribute of purchasing behavior of online vs

retail customers
Part 4: importance of consumer buying behavior,

seasons and trends and related issues
The detail of each part of questionnaire is as following
Detail of part 1 of questionnaire

Name of respondent
Occupation of respondent
Qualification of respondent
Age of respondent
Gender of respondent
Shopping trends of respondent
Shopping frequency of respondent
Shopping choices of respondent
This part three is consisting of following items
Online shopping is convenient to shop as compare to retail shopping
Online shopping has a wider variety as compare to retail shopping
Online shopping has cheaper goods as compare to retail shopping
Online shopping saves time and energy as compare to retail shopping
Online shopping delivers me goods to my home without the need for travel as compare to retail
shopping
Online shopping can be done from the comfort of my own home/anywhere as compare to retail
shopping

This part four is consisting of following items
I am facing during fashion buying (choose more than one options)
Security related challenges Classic vs. Fashion brands
Privacy related challenges Range of colors to choose
Trust related challenges Size range for each style

Missing product information
Product quality
Delivery time is not clear
Unclear website policies
Complicated navigation
Trouble with hidden costs
Payment preferences are limited
Payment confirmation missing
Order quantities related challenges
Product according to seasons are missing/low
Store management is not supportive while retail

shopping
Display is not proper while retail shopping
Everything looks the same, no verity
Hustle and bustle while retail shopping

Parts of interview schedule
The main parts of interview schedule includes
Section1: role of consumer

buying behavior as key factor
for fashion buying cycle
Section4 : multiple challenges Section2: role of seasons as

involved + future solutions key factor for fashion buying
related to disruption in cycle
fashion buying cycle
Section3: role of trends as key

factor for fashion buying
cycle
The detail of each section is as following
Section1: role of consumer buying behavior as key factor for fashion buying cycle
1.1: Describe the role of consumer buying behavior in buying process in own store/ company?
1.2: What are the most important factors involved in this regard?
1.3: What is the most challenging part in this regard?
Section2: role of seasons as key factor for fashion buying cycle
2.1: In your opinion, what is the role of seasons for buying process in own store/ company?
2.2: : What are the most important factors involved in this regard?
Section3: role of trends as key factor for fashion buying cycle
3.1: In your opinion, what is the role of trends for buying process in own store/ company?
Section4 : multiple challenges involved + future solutions related to disruption in fashion buying cycle
4.1: In your opinion, what is the other factors are involved for buying process in own store/ company?
4.2: what are multiple challenges lead to disruption in fashion buying cycle in own store/ company?
4.3: what could be the solutions to handle these challenges related to disruption in fashion buying cycle in own
store/ company?
Parts of focused group discussion
The main parts of focused group discussion includes
Section1: role
of consumer Section2: role
buying of seasons as
behavior as key factor for
key factor for fashion buying
cycle
Section4 :
multiple
challenges Section3: role
involved + of trends as
future
solutions key factor for
related to fashion buying
disruption in cycle
fashion buying
cycle
The detail of each section is as following
Section1: role of consumer buying behavior as key factor for fashion buying cycle
1.1: Describe the role of consumer buying behavior in buying process in your favorite store/ company?
1.2: What are the most important factors involved in this regard?
Section2: role of seasons as key factor for fashion buying cycle
2.1: In your opinion, what is the role of seasons for buying process in your favorite store/ company?
Section3: role of trends as key factor for fashion buying cycle
3.1: In your opinion, what is the role of trends for buying process in your favorite store/ company?
Section4 : multiple challenges involved + future solutions related to disruption in fashion buying cycle
4.1: In your opinion, what is the other factors are involved for buying process in your favorite store/ company?
4.2: what are multiple challenges lead to disruption in fashion buying cycle in own your favorite company?
4.3: what could be the solutions to handle these challenges related to disruption in fashion buying cycle in your
favorite store/ company?
ETHICAL CONSIDERATIONS
This research is focusing over a mixed method design in which both qualitative and
quantitative modes of research were used but mainly this is a quantitative research
therefore questionnaire is basic tool for data collection. However interview is also found to be
good and an appropriate technique for getting expert’s insights that is why for focused-group
discussion, formal interviews have been administrated which is based over qualitative mode
of research.
This research study has followed e ethical guidelines strictly that was published by British
Sociological Association(BSA) that data taken from buying industries experts, retail shops,
designer brands and supplier manufacturers and customers has remained confidential. There
have been 25 interviews conducted but every time interviewer informed before the interview
and noted down all points shared by interviewees. Some interviews have done on Skype so
only audio call have been made. While face-to-face interaction , rapport has been developed
with interviewee so he/she can share his and her view confidently. While online survey the
name of customer have been kept confidential.
After getting these insights, the framework and recommendations have been established.
Meanwhile secondary data have been analyzed by using the critical review and framework
development techniques. Only reliable resources for the secondary data have been considered.
In addition the interpretation of the data has been done by using analytical techniques. Primary
data has been gathered by survey of the research participants. Special efforts have been made
for the true interpretation of the data by ensuring data analysis does not show any biasness and
predefined results.
RESULTS
Reliability of the data tools
The reliability of interview sheet and focused group discussion sheet have been validated by
experts of educational research. However the reliability of questionnaire has been checked by
reliability statistics.
Reliability of the research instrument is very important issue. To establish reliability of the
questionnaire results of the pilot study have used. Cronbach coefficient alpha has used to
measure the internal consistency of the items. The reason was that in this study it was not
possible for the researcher to repeat the administration of research instrument. So, it was not
possible to compare the results on the bases of repeated method of establishing reliability. This
coefficient provides the homogeneity of the items included in the questionnaire. This indicates
the internal consistency of the items. To ensure the reliability all respondents in the pilot study
is provided with the same conditions for administration, and same format of the questionnaire.
It calculated value for the whole scale was 0.829 that indicates the suitable value of the
reliability of the research tool
Table 1: Reliability of questionnaire

Reliability Statistics
Cronbach's Alpha N of Items
.829 36
Table 2: Item-Total Statistics of questionnaire
Item-Total Statistics
Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if
Deleted Deleted Correlation Item Deleted
Gender 70.65 281.927 -.072 .832
Age 69.25 282.412 -.072 .837
Do you shop online 70.87 282.175 -.100 .832
Which do you prefer, shopping online or 70.43 282.126 -.086 .832

in stores
How often do you shop online 69.78 270.436 .253 .827
How comfortable are you with shopping 70.00 263.818 .520 .821
online?
How comfortable are you about your 69.95 275.179 .148 .830
personal information being kept
confidential when buying products
online?
Online shopping is convenient to shop as 69.91 262.709 .529 .820

compare to retail shopping
Online shopping has a wider variety as 69.84 264.419 .381 .823

Online shopping has cheaper goods as 69.93 269.722 .268 .827

Online shopping saves time and energy 69.78 264.739 .425 .823
as compare to retail shopping
Online shopping delivers me goods to my 70.00 269.293 .313 .826

home without the need for travel as
Online shopping can be done from the 69.99 274.454 .158 .829
comfort of my own home/anywhere as
The role of consumer buying behavior in 69.81 270.782 .222 .828

buying process (both online & retail) is
very important for fashion buying cycle
The role of seasons for buying process 69.93 264.753 .395 .823
(both online & retail) is very important
The role of trends for buying process 69.86 263.455 .472 .821
(both online & retail) is very important
Security related challenges 69.83 268.284 .257 .827
Privacy related challenges 69.79 264.410 .331 .825
Trust related challenges 69.71 265.481 .297 .826
Classic vs. Fashion brands 69.62 262.763 .348 .824
Range of colors to choose 69.82 263.139 .290 .827
Size range for each style 69.82 261.705 .298 .827
Missing product information 70.64 265.869 .460 .822
Product quality 69.95 259.321 .417 .822
Delivery time is not clear 70.47 263.262 .393 .823
Unclear website policies 70.46 270.897 .213 .828
Complicated navigation 70.16 262.641 .350 .824
Trouble with hidden costs 70.40 259.697 .463 .821

Payment preferences are limited 70.50 260.091 .563 .819
Payment confirmation missing 70.29 254.329 .536 .818
Order quantities related challenges 70.43 264.046 .359 .824
Product according to seasons are 70.25 269.927 .192 .830

missing/low
Store management is not supportive 69.90 259.222 .387 .823

while retail shopping
Display is not proper while retail 69.99 262.071 .305 .826

shopping
Everything looks the same, no verity 70.75 270.311 .359 .825
Hustle and bustle while retail shopping 70.04 257.271 .457 .820
Demographic characteristics of the respondents (section 1 of questionnaire)
Table 3:Gender of survey's respondents

Gender
Frequency Percent Valid Percent Cumulative Percent
Male 57 57.0 57.0 57.0
Valid Female 43 43.0 43.0 100.0
Total 100 100.0 100.0
Table 4: Age of survey's respondents

Age
15-25 years 12 12.0 12.0 12.0
26-40years 41 41.0 41.0 53.0
Valid 41-55 years 17 17.0 17.0 70.0
56-70years 12 12.0 12.0 82.0
71-90years 18 18.0 18.0 100.0

Total 100 100.0 100.0
Both table 3 and 4 show that male research participants are more the female participants and
the more of these participants belong to age group 26-40 years. However, the bar-graph shows
mutual relation of gender with age of survey’s respondents where more female from age group
71-90 years have taken part in this survey whereas the male from age group 26-40 years have
higher ratio then rest of the age-groups.
Figure 1: Bar-graph to show mutual relation of gender with age of survey’s respondents
Result of section two of questionnaire
This section two of the questionnaire consists of views of research respondents about online
customer preferences .This section have total 05 items so frequency distribution of each item
is as following.
Table 5: Item one of section 2 of customer's questionnaire
Do you shop online
Yes 79 79.0 79.0 79.0
Valid No 21 21.0 21.0 100.0
Total 100 100.0 100.0
Table 6: Item two of section 2 of customer's questionnaire

Which do you prefer, shopping online or in stores
online shopping 35 35.0 35.0 35.0
Valid Shopping in stores 65 65.0 65.0 100.0
Total 100 100.0 100.0
Table 7: Item three of section 2 of customer's questionnaire

How often do you shop online
Extremely often 33 33.0 33.0 33.0
Moderately often 19 19.0 19.0 52.0
Slightly often 36 36.0 36.0 88.0

Valid
Not often 9 9.0 9.0 97.0
Not a all 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 8: Item four of section 2 of customer's questionnaire

How comfortable are you with shopping online?

Extremely comfortable 32 32.0 32.0 32.0
Moderately comfortable 35 35.0 35.0 67.0
Slightly comfortable 29 29.0 29.0 96.0

Valid
Not comfortable 1 1.0 1.0 97.0
Not a all comfortable 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 9: Item five of section 2 of customer's questionnaire

How comfortable are you about your personal information being kept confidential when buying products online?
Extremely comfortable 30 30.0 30.0 30.0
Moderately comfortable 36 36.0 36.0 66.0
Slightly comfortable 28 28.0 28.0 94.0

Valid
Not comfortable 3 3.0 3.0 97.0
Not a all comfortable 3 3.0 3.0 100.0
Total 100 100.0 100.0
The data related to section two of the customer’s survey shows that most of the customer feel
comfortable while doing shopping online. Although some customers are found neutral
regarding items of this section even few customers have responded in negative.
Result of section three of questionnaire
This section three of the questionnaire consists of views of research respondents about
Attribute of purchasing behavior of online vs. retail customers .This section have total 06
items so frequency distribution of each item is as following.
Table 10: Item 1 of section three of customer's questionnaire

Online shopping is convenient to shop as compare to retail shopping
Valid Strongly Agree 32 32.0 32.0 32.0

Agree 27 27.0 27.0 59.0
Neural 36 36.0 36.0 95.0
Disagree 2 2.0 2.0 97.0
Strongly Disagree 3 3.0 3.0 100.0
Total 100 100.0 100.0
Table 11:Item 2 of section three of customer's questionnaire

Online shopping has a wider variety as compare to retail shopping
Strongly Agree 33 33.0 33.0 33.0
Agree 33 33.0 33.0 66.0
Neural 19 19.0 19.0 85.0

Valid
Disagree 7 7.0 7.0 92.0
Total 100 100.0 100.0

Online shopping has cheaper goods as compare to retail shopping
Agree 35 35.0 35.0 69.0
Neural 18 18.0 18.0 87.0

Valid
Disagree 8 8.0 8.0 95.0
Total 100 100.0 100.0

Online shopping saves time and energy as compare to retail shopping
Agree 39 39.0 39.0 63.0
Neural 27 27.0 27.0 90.0

Valid
Disagree 3 3.0 3.0 93.0
Total 100 100.0 100.0

Online shopping delivers me goods to my home without the need for travel as compare to retail shopping
Agree 40 40.0 40.0 72.0
Neural 21 21.0 21.0 93.0

Valid
Disagree 2 2.0 2.0 95.0
Total 100 100.0 100.0

Online shopping can be done from the comfort of my own home/anywhere as compare to retail shopping
Agree 34 34.0 34.0 68.0
Valid Neural 25 25.0 25.0 93.0
Disagree 3 3.0 3.0 96.0

Total 100 100.0 100.0
As this section three of the questionnaire consists of views of research respondents about
Attribute of purchasing behavior of online vs. retail customers so most of customer believe
that online shopping can be done from the comfort. Although some customers are found neutral
regarding items of this section even few customers have responded in negative.
Result of section four of questionnaire
This section four of the questionnaire consists of views of research respondents about
importance of consumer buying behavior, seasons and trends and related issues. This section
have total 23 items so frequency distribution of each item is as following.
Table 16: Item 1 of section four of customer's questionnaire

The role of consumer buying behavior in buying process (both online & retail) is very important for fashion buying
cycle
Agree 40 40.0 40.0 69.0
Neural 13 13.0 13.0 82.0

Valid
Disagree 11 11.0 11.0 93.0
Total 100 100.0 100.0

The role of seasons for buying process (both online & retail) is very important for fashion buying cycle
Agree 42 42.0 42.0 74.0

Valid
Neural 12 12.0 12.0 86.0
Disagree 7 7.0 7.0 93.0

Total 100 100.0 100.0

The role of trends for buying process (both online & retail) is very important for fashion buying cycle
Agree 41 41.0 41.0 68.0
Neural 19 19.0 19.0 87.0

Valid
Disagree 9 9.0 9.0 96.0
Total 100 100.0 100.0

Security related challenges
Agree 42 42.0 42.0 74.0
Neural 7 7.0 7.0 81.0

Valid
Disagree 7 7.0 7.0 88.0
Total 100 100.0 100.0

Privacy related challenges
Valid Strongly Agree 34 34.0 34.0 34.0

Agree 38 38.0 38.0 72.0
Neural 6 6.0 6.0 78.0
Disagree 9 9.0 9.0 87.0
Total 100 100.0 100.0

Trust related challenges
Agree 20 20.0 20.0 59.0
Neural 17 17.0 17.0 76.0

Valid
Disagree 13 13.0 13.0 89.0
Total 100 100.0 100.0

Classic vs. Fashion brands
Agree 19 19.0 19.0 56.0
Valid Neural 18 18.0 18.0 74.0
Disagree 13 13.0 13.0 87.0

Total 100 100.0 100.0

Range of colors to choose
Agree 11 11.0 11.0 66.0
Neural 5 5.0 5.0 71.0

Valid
Disagree 11 11.0 11.0 82.0
Total 100 100.0 100.0

Size range for each style
Agree 13 13.0 13.0 70.0
Valid Disagree 7 7.0 7.0 77.0
Total 100 100.0 100.0

Valid Agree 13 13.0 13.0 89.0
Neural 5 5.0 5.0 94.0

Disagree 3 3.0 3.0 97.0
Total 100 100.0 100.0

Product quality
Agree 9 9.0 9.0 64.0
Neural 16 16.0 16.0 80.0

Valid
Disagree 8 8.0 8.0 88.0
Total 100 100.0 100.0

Agree 11 11.0 11.0 86.0
Neural 1 1.0 1.0 87.0

Valid
Disagree 4 4.0 4.0 91.0
Total 100 100.0 100.0


Agree 12 12.0 12.0 85.0
Neural 2 2.0 2.0 87.0

Valid
Disagree 6 6.0 6.0 93.0
Total 100 100.0 100.0

Agree 12 12.0 12.0 76.0
Neural 2 2.0 2.0 78.0

Valid
Disagree 12 12.0 12.0 90.0
Total 100 100.0 100.0

Agree 10 10.0 10.0 83.0
Neural 2 2.0 2.0 85.0

Valid
Disagree 6 6.0 6.0 91.0
Total 100 100.0 100.0

Agree 11 11.0 11.0 83.0
Neural 7 7.0 7.0 90.0

Valid
Disagree 7 7.0 7.0 97.0
Total 100 100.0 100.0

Agree 4 4.0 4.0 78.0
Neural 1 1.0 1.0 79.0

Valid
Disagree 11 11.0 11.0 90.0
Total 100 100.0 100.0


Valid
Agree 7 7.0 7.0 83.0
Neural 1 1.0 1.0 84.0
Disagree 8 8.0 8.0 92.0
Total 100 100.0 100.0

Product according to seasons are missing/low
Agree 8 8.0 8.0 78.0
Neural 1 1.0 1.0 79.0

Valid
Disagree 11 11.0 11.0 90.0
Total 100 100.0 100.0

Store management is not supportive while retail shopping
Agree 11 11.0 11.0 67.0
Neural 7 7.0 7.0 74.0

Valid
Disagree 11 11.0 11.0 85.0
Total 100 100.0 100.0

Agree 11 11.0 11.0 74.0
Valid Disagree 6 6.0 6.0 80.0
Total 100 100.0 100.0

Agree 10 10.0 10.0 92.0
Neural 3 3.0 3.0 95.0

Valid
Disagree 3 3.0 3.0 98.0
Total 100 100.0 100.0

Agree 11 11.0 11.0 70.0
Neural 10 10.0 10.0 80.0

Valid
Disagree 7 7.0 7.0 87.0
Total 100 100.0 100.0

This section four of customer’s survey has responses of research respondents about importance
of consumer buying behavior, seasons and trends and related issues. This section have total 23
items so frequency distribution of each item shows that most of residents have positive
response about question they asked. Although some customers are found neutral regarding
items of this section even few customers have responded in negative.
DISCUSSION
Discussion about perception of fashion buyers
Customer‘s Survey
These days, fashion buyer’s demands are reshaping fashion trends. The results of customer ‘s
survey and focused group discussion show that fashion buyers prefer to have online shopping
but many are not mush satisfied by online dealings. This survey shows that fashion buyer now
want to use new strategies to show more professional intelligence for getting fashion
information online websites and fashion industry trends. This survey also found that fashion
buyers tend to connect data sources for analysing the fashion companies sales figures and latest
product range. Fashion buyer does not put much attention over profit and loss trends of fashion
market and changing consumer behaviour, trend forecasting, right now economy, new
technologies and disintermediation.
The section two of customer’s survey found that fashion buyers have changing shopping trends
and shopping frequency and shopping choices. It is matter of fact that competitive nature of
the market in the UK is combined with retail development that is booming in Europe. It is
coined with skilled fashion buyers and merchandisers but still fashion buyers want to relocate
due changing shopping habits. Regarding challenges which are causing disruption in fashion
buying cycle and its future , customer’s survey found that customers are facing many
challenges including security related challenges privacy related challenges and trust related
challenges.
Many customers show positive responses about classic vs. fashion brands range of colors of
fashion products and fashion’s product size range for each style . many customers are found
agreed that while fashion shopping , missing product information product quality and delivery
time is not clear are annoying things to handle. Many customer found that unclear website
policies and complicated navigation really kill their shopping passion as they hate to take
trouble with hidden costs as payment preferences are limited even payment confirmation
missing. While sharing their views many fashion buyers are found very positive about facing
challenges regarding order quantities even product according to seasons are missing/low. Some
customer are found very upset over store management’s behaviors which is not supportive
while retail shopping even display is not proper while retail shopping. Many customers
complained about hustle and bustle while retail shopping even many said that everything looks
the same, there is no verity at all at many online fashion stores.
Focused Group Discussion
The focused group discussion found that customers are not much conscious about their active
role of consumer buying behavior as key factor for fashion buying cycle. However regarding
role of consumer buying behavior in buying process in their favorite store/ company, some
participants of focused group discussion told that we as fashion buyer believe that social
function of fashion is the most important for us. People of different social classes began
wearing different types of clothes. It became easy to notice an external difference between a
nobleman and a peasant or merchant. Of course, the difference depended on the price of the
clothes. Rich people or aristocracy could afford high quality and expensive fabrics while the
poor could only dream about such products.
Regarding various important factors involved in this regard, few respondents said that
Honorable men and women paid much money to the designers who created fancy dresses,
trousers, coats, shoes and hats. The image of a fashionable person became emphasized with the
help of numerous accessories, like scarves and handkerchiefs. Frankly speaking, the general
idea of charming and alluring clothes has not disappeared. Fashion still plays a very
considerable role in our life.
However many respondents were agreed over the notion the there are many challenges are
involved regarding fashion shopping. High price is high matter of concern for many buyers.
People have always tried to differ from one another. No wonder, the representatives of different
occupations wear different clothes. Designers create admirable and uncommon clothes that can
emphasize one’s social position and value accurately. Very often, fashionable clothes can be
worn in the exclusive situations. You will hardly wear a designer’s suit to go to the nearest
supermarket or office. Moreover, designers often produce such items that become very popular
among common people. We should admit that every item of your wardrobe was fashionable in
its time. Many of these companies do not follow the stipulated time limit, leaving consumers
confused as the products come in too late. The issue is the same with returns. You place an
order for the returns to be picked up and there is no response. They will send the delivery guy
when they look , almost never according to the promised time. Sometimes customers receive
the product after the need is over.
Regarding solutions to handle these challenges related to disruption in fashion buying cycle in
store/ company the participants said that Since logistics has become very complex, it is
mandatory for ecommerce business owners to keep tabs on it. An ecommerce platform with
inventory management solutions can give an idea to the owner about the stock status and thus,
product deliveries can be managed much more accurately. A quick fix is to email payment
confirmation to the customer. If a customer gets an email confirming the order, they are not
worried about the outcome. They know they are paying for an order that has been placed
successfully. Also, keep the payment process simple and easy to execute without including too
many stages. Every fashion store must give proper product specs in the same format for all
products so it is easy to compare them. Instead of overloading the customer with information,
give minimal but useful information. A shopping comparison tool can help buyers simplify
their purchases decisions. Also, a live chat option to offer queries always is comforting for
buyers to make that final click.
Discussion about perception of fashion store managers
The Role of consumer buying behavior in buying process
One of the managers running an online fashion store shared his views that role of fashion buyer
is always very important. Following the Fashion is always considered the important part of our
life. It has been following from the ancient time, as time passed by, the fashion trends changed.
In the olden times, fashion was regarded as the possession for the high class people who party
every day. But, as time and thinking of people have changed, the view about fashion also
changed. In today’s world fashion is accepted by people of all class and culture. Fashion is a
word, which is recognized by all people of the society. India being a country of various culture
and tradition has also accepted fashion in its own way. Fashion designers work hard to fulfill
the wish of all people from various backgrounds.
While sharing her views , some mangers are found agree about the notion that As this is an
internet world, fashion can be easily located online. There are various websites, which offer
fashion online and can be browsed as well as ordered from the comfort of the house. The latest
trends can be followed through internet too. Online fashion gives you a broad view about not
only national, but also international fashion trends. You can easily shop latest fashion online
and be the proud owner of the latest designed outfit launched recently. Therefore, from the
above points we can easily follow the latest fashion trends as it improves our overall personality
and gives a special place in the society.
The role of seasons & trends as key factor for fashion buying cycle
Regarding about role of consumer buying behavior as key factor for fashion buying cycle,
perception of fashion store managers is very positive .One of the store manager shared her
view that UK high street is saturated and retailers are consciously trying to drive sales and
customer loyalty. Buyers and merchandisers working in these businesses are “sharp, switched
on, and at the top of their game,” explained one the manager. “European organisations are
attracted to these candidates’ ambition, commercial skills and structured grounding and
training,” she added. Another store manager told that previously, planners played a supporting
role in European retail but now companies are seeing the true value of structuring and hiring a
merchandising team to mirror and trade alongside the buying team. This has driven the demand
for merchandisers and the UK’s merchandising functions can be considered the most developed
in Europe.
One of mangers told that different countries are in varying stages of retail development.
Western markets are significantly more developed than those in central and eastern Europe.
“We ‘are seeing that due to strong economic growth and a relative lack of international
retailers, UK is one of the most thriving retail markets with a high proportion of brands looking
to open/expand within the next few years. The manager of a retail fashion store told that
working in international markets can be very enjoyable, satisfying and lucrative. Ultimately in
terms of longer term career progression, if you want to get to the top in an international
business, you truly have to understand the global fashion market.
Multiple challenges and possible solutions to handle these challenges related to disruption in
While sharing this views one of manager told that there is always many issue while handing
fashion buyers. The initial problem is the need for novelty. When one buys trousers or hat, he
thinks that these items are great until they become ‘unfashionable’. Some people have got used
to the rapid tempo of fashion. They know that an item can be fashionable for several months.
Then, it becomes out-of-date and weird. When you depend on fashion and its laws, you have
to change your wardrobe frequently. Without question, it consumes much money. In addition,
people purchase many unnecessary items that obstruct and overload your home. The need for
new clothes without reason looks like a psychological disorder
There are also issues with fashion designers, we as store managers and fashion buyers are
some feel locked into the fashion designer’s wishes, aid one the store manager. He further told
that fashion is a very dynamic phenomenon. Designers change the dominant colors and cuts
every year. Sometimes, the innovations and changes are so radical and unexpected that it is
hard to evaluate a new item positively. In fact, from the psychological point of view, people
who wear ‘challenging’ fashionable clothes do not suffer from the opinion of the third people.
They wear extraordinary dresses because they can and they do not care about the point of view
of others. They are self-sufficient and confident.
CONCLUSION
This research concludes that likes of fashion designer is always very important but marketing
promotional by fashion dealers and trend setting by fashion designers play also very vital role
to reshape the destiny of fashion future market. There many factors are involved to cause
disruption in fashion buying cycle but some of these factors are as following
Security related challenges Trust related challenges
Privacy related challenges Classic vs. Fashion brands

Range of colors to choose
Size range for each style
Product quality
Product according to seasons are

missing/low
Store management is not supportive while

retail shopping

However many store managers and fashion buyers themselves believe that all these factors
and challenges can be handle by continuous efforts made by fashion dealers and tore mangers.
Although the technological developments are undoubtedly exciting, there is also a human side
to clothes, which is becoming increasingly relevant in a virtual age. Clothes contain memories
and reflect our personality. Fashion has been and always will be a constant part of our
existence. Many people see fashion as ephemeral and frivolous but I see it as a creative,
enterprising, multifaceted industry that is vital to our economic and personal well-being.
Fashion really does matter.

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INTRODUCTION

1.1.: Research Background

1.2: .Research Rationale

AIM AND OBJECTIVES

To evaluate role of seasons as key factor for fashion buying cycle

To evaluate role of trends as key factor for fashion buying cycle

To indentify multiple challenges lead to disruption in fashion buying cycle

The role of a fashion buyer

Fashion buyer and fashion market

Fashion shopping and challenges

Future of Buyer for fashion buying cycle

4.1: Research Philosophy

4.2: Research Approach

4.3. Research Strategy

Target Population size

Regular customers from target community =200

Online & Retail customers from target community= 200

Online & Retail

Online & Retail

Books & Publications

Data collection Tools

Main Tool: Survey of online fashion buyers

Focused discussion with on-the-spot fashion buyers

Interviews with fashion tore mangers

The main parts of questionnaire includes

Part 1: Basic demograhic data of the respondents

Part 2:Basic Online Customer Preferences

Part 3: Attribute of purchasing behavior of online vs

Part 4: importance of consumer buying behavior,

The detail of each part of questionnaire is as following

Detail of part 1 of questionnaire

Detail of part 2 of questionnaire

Shopping trends of respondent

Shopping frequency of respondent

Shopping choices of respondent

Detail of part 3 of questionnaire

This part three is consisting of following items

Online shopping is convenient to shop as compare to retail shopping

Online shopping has a wider variety as compare to retail shopping

Online shopping has cheaper goods as compare to retail shopping

Online shopping saves time and energy as compare to retail shopping

Detail of part 4 of questionnaire

I am facing during fashion buying (choose more than one options)

Security related challenges Classic vs. Fashion brands

Privacy related challenges Range of colors to choose

Trust related challenges Size range for each style

Delivery time is not clear

Unclear website policies

Trouble with hidden costs

Payment preferences are limited

Payment confirmation missing

Order quantities related challenges

Product according to seasons are missing/low

Store management is not supportive while retail

Display is not proper while retail shopping

Everything looks the same, no verity

Hustle and bustle while retail shopping

The main parts of interview schedule includes

Section1: role of consumer

Section4 : multiple challenges Section2: role of seasons as

Section3: role of trends as key

The detail of each section is as following

1.3: What is the most challenging part in this regard?

Section2: role of seasons as key factor for fashion buying cycle

2.3: What is the most challenging part in this regard?

Section3: role of trends as key factor for fashion buying cycle