The Explorative Study of Marketing Strategies Adopted By Fashion Retail Industry in the UK: A Case Study of Marks and Spencer

By

ACKNOWLEDGEMENT

I am thankful to the people who have been helpful to me throughout for completing my research study and without these people by my side it would have been impossible for me to complete this dissertation. Particularly, I am grateful to my friends, family and facilitator for their helpful and extensive comments on the earlier drafts that were submitted. I am also thankful to the authors who preceded me and shared my interests. The works of other authors have provided me with a bunch of information to learn and build from and they also served as examples to imitate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

Signature:

Dated:

ABSTRACT

This study is an attempt to assess the strategies of marketing that are being adopted by the fashion retail industry in the United Kingdom using Marks and Spencer as a case. Fashion provides an outlet for self-expression in addition to fulfilling society's traditional requirement to cover our bodies. It welcomes the fundamental human need to belong and identify with others. It gives us the freedom to reinvent ourselves and to present the various styles that make each of us unique. We become attached to specific garments because they represent something special. The truth is that most people already know this. However, no one likes to discuss it because we want to believe that clothes are meaningless and take all the credit for creating our identities. The methodology used for this study is qualitative and quantitative. A questionnaire was distributed in the consumers in order to test the effectiveness of the products that are being offered by Marks and Spencer. In order to assess the effectiveness of the marketing strategies, the managers of Marks and Spencer were interviewed. The results showed that the consumers are highly dependent on the products being offered by Marks and Spencer.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVIII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Company Profile: Marks and Spencer2

1.3. Significance of the Study3

1.4. Rationale of the Study3

1.5. Aims and Objectives3

1.6. Research Questions4

1.7. Hypothesis4

1.8. Layout of the Study4

CHAPTER 02: LITERATURE REVIEW5

2.1. Introduction5

2.2. Theoretical Framework5

2.3. About Marks and Spencer5

2.4. Organizational Environment for Companies5

2.5. Past Studies on Marketing Strategies6

2.6. Retail Fashion Industry7

2.7. Marketing Strategy7

2.8. Main Elements of Marketing8

2.9. Promotions8

2.10. Achieving Maximum Profit8

2.11. Marketing Strategy for Competitive Advantage9

2.12. Generic Strategies in the Fashion Industry10

2.12.2. Differentiation11

2.12.3. Value System11

2.13.1. Product12

2.13.2. Price12

2.13.3. Placement (or distribution)13

2.13.4. Promotion13

2.14. New Channel of Distribution14

2.15. Market Performance15

2.16. International Operations15

2.17. Strengthening International Positioning16

2.18. International Competition16

2.19. Consumer Attitudes towards fashion marketing17

2.20. Sex Appeals in Fashion Marketing18

CHAPTER 03: RESEARCH METHODOLOGY20

3.1. Introduction20

3.1. Research Philosophy20

3.2. Research Approach21

3.3. Research Strategy21

3.4. Data Collection Methods22

3.4.1. Observations22

3.4.2. Interviews22

3.4.3. Questionnaires23

3.4. Rationale for employing a qualitative and quantitative ...