Friday, May 1, 2020

The Imperative Threat of Fast Fashion

Question: Discuss about theImperative Threat of Fast Fashion. Answer: Introduction Consumer plays significant role in determining demand and sustainability of a particular product(Pookulangara, 2013). Consumer determines the demand of any product in the market in any industry and his role is essential in the way that a business progresses. Consumer behavior is a study of an individual or group of people tendency or choice and preferences to select and purchase any product from market. Analysis of ethics on consumer behavior has been gaining significant importance in recent times. Market expertise needs to analyse deeper understanding of the choice of consumer for better future prospect of product in terms of higher sales and long term profit. The scope of the following report deals in the analysis of the role of ethics in fast fashion that is played in consumer behavior(Beard, 2008). A literature review and analysis of relevant ethical issues in fast fashion in accordance to personal tastes, cultural and social impositions and other factors have been identified suc h that they can be molded to create a sustainable future for the fast fashion industry. Literature Review Survey of Consumer behavior is an essential marketing strategy regarding their feedback on a particular product especially fast fashion. Many theorist and market expertise have published reviews and prediction to understand the consumer nature for purchasing power and decision making. Consumer perception is taken as risk towards targeted profit but with thorough survey and analysis(Zarley Watson, 2013). By considering several factors such pertinent risks can greatly be reduced. Before launching a new product company spends money for campaigning through social sites, advertising and so on, on the basis of response for prior launch of product. Consumer is the king of market and they have full rights to select or reject a particular item as per their choice, priority, status, need, emotions, brand conscious, quality, satisfaction, ethics and many other reasons. The relevant factors attached to ethics in consumer behavior can be identified under two broad impacts economic and social(Husi c, 2009). The study of consumer behavior is utmost essential as much as profit target assumption before starting any business. Consumers choice after all is the base of any companys product demand, sale and sustainability. Every individual have personal preference, requirement of buying goods depending on their availability of resources like time, money and effort. Study has revealed that producing goods and services after analyzing the purchaser behavior has resulted in more profitability for the company(Amatulli, 2011). As per consumers thought process, attachment behavior needs and demand bad or good experience of brands used together forms a consumer behavior. Every individual born with distinct nature so as their choice and behavior as per psychology towards product too is unique. The way that companies are sourcing their products and providing finished goods to consumers is a matter of ethics especially in the fast fashion industry. Apparel industry accounts for almost 11% carbon footpri nts from world over. The material made out of fast fashion as nylon and polyester might be economically beneficial but cannot be biodegraded(Jang, 2012). This creates a major impact on sustainability of the future of the planet further; a greenhouse gas nitrous oxide is released from production of nylon. Now if we take perception view, it is totally a mind process, where people choose goods influenced by surrounding, review them and then apply personally. Risk factor that individual consider to buy product is either for innovation or total risk to try less important product. As per psychological factor and ongoing trend of brand awareness, brand name influence customers more than sometimes quality(Michon, 2008). Logo and personality effects directly to consumer eye for that particular product. Family tradition of using a particular product is at present influence buying decision of consumer study reveals, like from the beginning people of India tend to use a particular product of tooth paste like Colgate, still many families are still tend to buy same product. Advertisement power changes buyers choice where there is an ethical concern. Producers spends huge amount yearly to brand a product to achieve long term sustaining target. This effect of advertisement changes the behavior towar ds buying perception(Hustvedt, 2009). Motives behind shopping of products define the consumers wants and need of a product. Sometimes as per economic perspective view, consumers buy daily use products which are of less price compare to others. Attitudes towards life has increasingly changed in view of materialistic outlook. So people now draw more attention towards fashion. This has helped market to grow more extensively in fields of materialistic items than daily use like cosmetics, apparels. Income one of the most vital factor which force the consumer to buy few products against choice(Bhardwaj, 2010). With over 5.8 million people working in the apparel industry of which 82% constitutes women of which 97.8% does not receive a living wage. These employees are locked away in the vicious circle of poverty. While billions of people not having access to safe and clean water supplies over 4,800 gallons of water is consumed in manufacturing of jeans and t-shit. Market is gradually becoming globalized that choice and demands of consumers are changing daily depending on the exposure an individual are influenced. Purchase decision now depends more over due to hypes by media and surroundings(Gabrielli, 2013). Education too has a great impact on people buying tendency and choice for products. Technology like internet services helps the people to review products quality, use and production knowledge on which they decides to consume product favorable for their health and benefits. Attitude of an individual towards buying is predetermined before choosing a product which changes along with time and experiences while shopping and using of the same. Authors also have used Black box model to analysis the consumer behavior(Jin Gam, 2011). It is basically a term to know the behavior of an individual, adding up their characteristics, impact of market survey, social surroundings and so on from behavioral speculation. Analysis Consumer behavior is deeply analyzed by market survey by specialist in marketing. Market researcher considers not only most fundamental psychological factor but as well as many tools to recognize want and needs of products personally. Company hires marketing analyst to predict and target the present and future market demand for goods produced for long term goal(Birtwistle, 2007). Understanding consumer mind towards product is very difficult but not impossible, an internal consumer behavior it can be defined as what letting them to purchase products and services for daily living as per their monthly budget which depends on their status in fashion. Whereas external factor is psychology of how consumers reflect, sense, aim and choice between different alternatives of products, brands and retailers, surroundings, groups and friends a person is connected with. In case the companies are able to cater to the various influences and factors then they will be able to attain ethics within their organization and also sustainability. With rising awareness of consumers there is a greater need of ethical awareness amongst fast fashion companies. They need to change their ways in which the products are sourced. An alternative product that is biodegradable and causes less amounts of pollution needs to be created. Companies need to create fashionable products by use of cotton and other environmentally friendly and bio-degradable products. Such products will cause lesser environmental pollution and is easier to convince customers regarding the purchase of such types of products. Lower class people tends to buy only products of low cost to fulfill their daily needs, on other side middle class group behaves on purchase by considering needs, status, social influence(Anna Rickman, 2007). As someone was analyzing market to buy a phone of Zaara fast fashion, and he get influenced by friend or relatives or through social sites to buy an opposite instead of Zaara because of some technical issue faced. Study of consumers is very powerful gizmo and analyzing how consumers select their products, can find out internal view of their decision for choosing a product. As for example, UK being advanced country, has very less consumption of Cadbury due to how the producer of cocoa in Africa been treated badly and not been given a rights to earn profit, as a social factor they shift towards buying a Bourneville due to a law created especially for womens to grow the products in their land and which helps them to run families personally(McNeill, 2015). Companies in fast fashion industries also needs to develop products by paying a minimum of living wage to their employees such that they are able to maintain a standard of living and stay motivated to deliver results. Companies in fast fashion retain profits to themselves, however the greater part of the profit needs to be percolated down to the bottom for generating greater impacts on the environment and also on customers. With rise of ethical standards in living and in every domination such ethical ways will contribute in a large way in fast fashion domain. Influence of people has great impact on other consumers mind, for buying a product. Recent market is not a monopoly market, its a multi brand diversified platform for various companies. Social media is part of advertising and promotional strategy for selling a product in recent years after invention of smart applications like, WhatsApp, Hike, Twitter, Face book. Friends, relatives share the information for a product from their use and experience of a product and recommend buying the same. Promotion through media like newspaper, hoardings on street, television as well online advertisement these overall planning help to draw consumers attention survey(Shen, 2012). There has been greater discussions pertaining to ethics in the field of fast fashion that are increasingly getting discussed in social media. Psychological influence is a type of external influence. People desire to buy a product depending on their necessitate, choice and financial capability. Consumers need for any product k eeps changing as per time and need so its unpredictable. Social, friends and family gatherings also have the psychological effect on a purchasing decision. Its a type of adverting in a direct way, which changes the opinion of consumers(Joy, 2012). Choices between targeted products, its willingness to buy does changes with alternative brands with the survey and review and experienced share between friends and relatives. Hence, a brand that attends to ethical norms in fast fashion pays their workers well is more likely to woo its customers compared to a brand with no ethical concerns. As Fashion changes every day same way choices and demands too changes fast in todays globalized market(Bianchi, 2010). Culture has strong impact on consumer behavior, though it mainly differs by country and perspective towards choice of products changes once individual migrate to other country. People tend to buy goods as per value they inherited like habits, beliefs and ethics, religion, gender. The ethical consideration governing fast fashion business is immense as it is creating unsustainability norms everywhere. Recommendation and Conclusion Todays world market is very competitive, before it was Demand are more than supply but today scenario has changed now supply are more people use lots of marketing skills, study consumer behavior and sale their products according to people needs. Consumer Behavior is the key point for marketing of goods and services. Now there are lots of options opened for people to survey the market and particular product before buying. Gathering information by means of advertisement, social media, newspaper, friends, family, colleagues, and more over personal experience for a brand, that is post purchase evolution too helps the person for choosing product in future in terms of benefit, quality, and satisfaction. Companies as manufacturers should understand the globalization of market nature before selling a product in terms of internal, external, social, values, personality, attitude, perception class and so on to survey and analyse the consumer behavior. Manufacturers need to also attend to ethica l norms for creating an increasing impact of sustainability on their businesses. Companies and marketers need to focus on sustainability to create a larger impact and brand loyalty on their customers. Further incorporating in ethical concerns will lead to generating a positive impact on the environment and help gain long term customer association. Reference List Amatulli, C. . (2011). Determinants of purchasing intention for fashion luxury goods in the Italian market: A laddering approach. Journal of Fashion Marketing and Management: An International Journal, 123-136. Anna Rickman, T. . (2007). The changing digital dynamics of multichannel marketing: The feasibility of the weblog: text mining approach for fast fashion trending. . Journal of Fashion Marketing and Management: An International Journal, 604-621. Beard, N. D. (2008). The branding of ethical fashion and the consumer: a luxury niche or mass-market reality?. Fashion Theory, 447-467. Bhardwaj, V. . (2010). Fast fashion: response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research, 165-173. Bianchi, C. . (2010). Sell, give away, or donate: an exploratory study of fashion clothing disposal behaviour in two countries. . The International Review of Retail, Distribution and Consumer Research, 353-368. Birtwistle, G. . (2007). Fashion clothingwhere does it all end up?. International Journal of Retail Distribution Management, 210-216. Gabrielli, V. B. (2013). Consumption practices of fast fashion products: a consumer-based approach. Journal of Fashion Marketing and Management: An International Journal, 206-224. Husic, M. . (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an international journal, 231-245. Hustvedt, G. . (2009). Consumer likelihood of purchasing organic cotton apparel: Influence of attitudes and self-identity. Journal of Fashion Marketing and Management: An International Journal, 49-65. Jang, J. K. (2012). A study of a social content model for sustainable development in the fast fashion industry. . Journal of Global Fashion Marketing, 61-70. Jin Gam, H. (2011). Are fashion-conscious consumers more likely to adopt eco-friendly clothing?. . Journal of Fashion Marketing and Management: An International Journal, 178-193. Joy, A. S. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. . s. Fashion Theory, 273-295. McNeill, L. . (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. . International Journal of Consumer Studies, 212-222. Michon, R. Y. (2008). The influence of mall environment on female fashion shoppers' value and behaviour. Journal of Fashion Marketing and Management: An International Journal, 456-468. Pookulangara, S. . (2013). Slow fashion movement: Understanding consumer perceptionsAn exploratory study. Journal of retailing and consumer services, 200-206. Shen, B. W. (2012). The impact of ethical fashion on consumer purchase behavior. . Journal of Fashion Marketing and Management: An International Journal, 234-245. Zarley Watson, M. . (2013). An exploratory study of the decision processes of fast versus slow fashion consumers. . Journal of Fashion Marketing and Management: An International Journal, 141-159.

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