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建立人际资源圈The changing face of UK Fashion retailing market---Essay论文范文
2016-08-04 来源: 51Due教员组 类别: Essay范文
Essay代写范文：The changing face of UK Fashion retailing market这篇Essay范文简述了英国服装零售业的发展过程,消费者需求的变化，以及在战略营销决策方面不断变化的企业活动。通过问卷调查的方式来大体预测英国服装零售业销售，并确定销售方向。
The clothing retail industry has been and is undergoing significant changes resulting from processes of globalisation, changes in consumer demand as well as changing corporate activities in terms of strategic marketing decisions. The UK clothing retail industry has experienced significant growth which has focused attention on studies in the field with this sector being considered as the one of the most competitive markets in Europe. This is primarily as a result of the concentrated power of larger retailers such as Marks & Spencer. One prime issue as a result of globalisation is that there are more and more retailers sourcing globally aiming to provide competitive prices and quality products in the market. Marks & Spencer as such then is challenged by this trend particularly from rival discount and supermarket competitors.
Research Method
The basis of the primary research conducted in this brief was delivering a questionnaire based survey delivered at four retail outlets two of which were Asda and two of which were Marks and Spencer. Opportunistic sampling was used in that customers were approached in the store as they entered and left the premises and asked would they participate. A target of 100 questionnaires to be completed at each store was decided on to achieve a healthy sample size yielding useful results for the analysis. The third section sought altitudinal information related to reasons for purchasing in the respective stores while the fourth section and the fourth section sought information on preferences in terms of shopping specifically related to the variables of quality, price and the retail environment. Data was entered into SPSS and analysed according to the objectives of the study.
Place an Order
Permission to conduct the questionnaires were sought be local managers in the first instance though for two of the stores further permission had to be sought be regional managers. All respondents were advised of the anonymity of participating in the research and the results of the research were also offered to the managers involved in order to increase the chances of successfully gaining permission to conduct the research. Surveying was conducted during a weekday and at a weekend time in order to enhance the representativeness of the sample in terms of people working and varying their shopping times.
Comparison of marketing mix in George at Asda and Marks & Spencer
Overall 412 questionnaires were completed but 12 of these were discarded due to incomplete or incorrect completed parts. Of the 400 68% were female and 32% male. The age breakdown of the sample showed that some 38% of the total was between the ages of 26-32 or over although in the case of Marks and Spencer shopper the proportion of shoppers in this age group was higher being 49%. Also Asda had a higher proportion of shoppers between the ages of 18-21 than Marks and Spencer the figures being 19% and 9% respectively. Over 90% of the total sample had shopped more than once in each of the stores within the previous month with 45% shopping at least twice a week in either Asda or Marks and Spencer.
Of interest was the result that 40% of Marks and Spencer customers indicated that they would shop there regularly (at least once a week) while the figure for Asda was 29%. This may be an indicator of stronger brand loyalty for Marks and Spencer in some respects but given further results examined below may be under threat given attitudinal results related to price and quality.
Product
The UK clothing retail industry has grown in recent years and reached a value of $38.7 billion in 2004 which represented an increase of 3.7% over the previous year. Women’s wear was one of the fastest growing areas in the sector (Datamonitor, 2005). However it is claimed that the growth in revenues within this industrial sector will slow down mainly due to the impact of discount and value adding retailers offering clothing goods at lower prices forcing prices down overall within the industry. Clear indications of this trend can be seen in this case study in that George at Asda and its range achieved significant growth and success compared to overall declining profitability within Marks and Spencer. Since the introduction of clothing ranges by the supermarket in 1990 its product categories have expanded to include women’s wear, men’s wear and infants-wear. Marks & Spencer has operated in the marketplace for decades and offers similar product ranges.
While 49% respondents indicated a preference for shopping in Asda for women’s clothes 51.2% of customers chose Marks & Spencer’s to purchase women’s products. It is obvious that there is slight difference in the choice of product range yet the results also suggest that there a significant percentage (60%) of customers chose George at Asda primarily to buy children’s clothes and in particular to buy items such as school uniforms. One of the main reasons for this arguably can be explained by the lower price yet reasonable quality design of the George’s range. Especially for younger children where school uniforms would be discarded in a relatively short time due to the children growing the price of products offered by Asda can be said to be a significant attractive featuring influencing purchasing decisions.
It has been reported that the children’s wear sector in the UK grew by 3% and reached a value of $4.7 billion in 2004. This phenomenon is perhaps attributable to the success of discount stores and supermarket operators who are able to provide cheaper children’s wear at reasonable quality levels (Datamonitor, 2005). From a macro perspective however the decline of birth rates in Britain has resulted in the expectation of a future decline in children’s wear sales. Hence arguably over the longer term it may be the case that with possible future declining sales that this sector will become even more competitive and quite feasibly the number of operators will be reduced in retailing children’s wear.
Evidence from this case study suggested that children’s wear product ranges represented 27% of customer’s purchases in Asda’s compared to 10% in M&S. Additionally supermarket as generally a daily shopping preference for food provided a relatively convenient shopping environment for women and in particular working women to purchase children’s clothes.
Place an Order
This was indicated by some 59% of respondents at the Asda stores stating they had or were intending to purchase items other than clothes as well. It is reasonable to say that as a result of changing roles for women in both social and economic contexts there is increasing pressure such as reduced times available for shopping for women as discussed in literature review. These new consumer behavioural characteristics have resulted in changing retailing forms in the clothing industry to which new entrants such as supermarkets like Asda have capitalised on and responded to quickly as they emerge.
In addition more men have become involved in clothing buying behaviour illustrated by the men’s wear sector growing 5% in 2004 (Datamonitor, 2005). It was interesting to examine the results of this case study in the comparison of consumer preferences towards men’s wear at Asda and M&S. In this research 46% chose M&S when purchasing men’s wear as opposed to 33% in Asda. It is useful to look at this trend in understanding the changing features of the UK clothing retail market bearing in mind major impacts on consumer behaviour within the sector. Firstly Mark & Spencer have exploited a branding strategy which established a reputation for high quality goods for a considerable period of time.
The changing face of UK Fashion retailing market
The clothing retail industry has been and is undergoing significant changes resulting from processes of globalisation, changes in consumer demand as well as changing corporate activities in terms of strategic marketing decisions. The UK clothing retail industry has experienced significant growth which has focused attention on studies in the field with this sector being considered as the one of the most competitive markets in Europe. This is primarily as a result of the concentrated power of larger retailers such as Marks & Spencer. One prime issue as a result of globalisation is that there are more and more retailers sourcing globally aiming to provide competitive prices and quality products in the market. Marks & Spencer as such then is challenged by this trend particularly from rival discount and supermarket competitors.
Research Method
The basis of the primary research conducted in this brief was delivering a questionnaire based survey delivered at four retail outlets two of which were Asda and two of which were Marks and Spencer. Opportunistic sampling was used in that customers were approached in the store as they entered and left the premises and asked would they participate. A target of 100 questionnaires to be completed at each store was decided on to achieve a healthy sample size yielding useful results for the analysis. The third section sought altitudinal information related to reasons for purchasing in the respective stores while the fourth section and the fourth section sought information on preferences in terms of shopping specifically related to the variables of quality, price and the retail environment. Data was entered into SPSS and analysed according to the objectives of the study.
Place an Order
Permission to conduct the questionnaires were sought be local managers in the first instance though for two of the stores further permission had to be sought be regional managers. All respondents were advised of the anonymity of participating in the research and the results of the research were also offered to the managers involved in order to increase the chances of successfully gaining permission to conduct the research. Surveying was conducted during a weekday and at a weekend time in order to enhance the representativeness of the sample in terms of people working and varying their shopping times.
Comparison of marketing mix in George at Asda and Marks & Spencer
Overall 412 questionnaires were completed but 12 of these were discarded due to incomplete or incorrect completed parts. Of the 400 68% were female and 32% male. The age breakdown of the sample showed that some 38% of the total was between the ages of 26-32 or over although in the case of Marks and Spencer shopper the proportion of shoppers in this age group was higher being 49%. Also Asda had a higher proportion of shoppers between the ages of 18-21 than Marks and Spencer the figures being 19% and 9% respectively. Over 90% of the total sample had shopped more than once in each of the stores within the previous month with 45% shopping at least twice a week in either Asda or Marks and Spencer.
Of interest was the result that 40% of Marks and Spencer customers indicated that they would shop there regularly (at least once a week) while the figure for Asda was 29%. This may be an indicator of stronger brand loyalty for Marks and Spencer in some respects but given further results examined below may be under threat given attitudinal results related to price and quality.
Product
The UK clothing retail industry has grown in recent years and reached a value of $38.7 billion in 2004 which represented an increase of 3.7% over the previous year. Women’s wear was one of the fastest growing areas in the sector (Datamonitor, 2005). However it is claimed that the growth in revenues within this industrial sector will slow down mainly due to the impact of discount and value adding retailers offering clothing goods at lower prices forcing prices down overall within the industry. Clear indications of this trend can be seen in this case study in that George at Asda and its range achieved significant growth and success compared to overall declining profitability within Marks and Spencer. Since the introduction of clothing ranges by the supermarket in 1990 its product categories have expanded to include women’s wear, men’s wear and infants-wear. Marks & Spencer has operated in the marketplace for decades and offers similar product ranges.
While 49% respondents indicated a preference for shopping in Asda for women’s clothes 51.2% of customers chose Marks & Spencer’s to purchase women’s products. It is obvious that there is slight difference in the choice of product range yet the results also suggest that there a significant percentage (60%) of customers chose George at Asda primarily to buy children’s clothes and in particular to buy items such as school uniforms. One of the main reasons for this arguably can be explained by the lower price yet reasonable quality design of the George’s range. Especially for younger children where school uniforms would be discarded in a relatively short time due to the children growing the price of products offered by Asda can be said to be a significant attractive featuring influencing purchasing decisions.
It has been reported that the children’s wear sector in the UK grew by 3% and reached a value of $4.7 billion in 2004. This phenomenon is perhaps attributable to the success of discount stores and supermarket operators who are able to provide cheaper children’s wear at reasonable quality levels (Datamonitor, 2005). From a macro perspective however the decline of birth rates in Britain has resulted in the expectation of a future decline in children’s wear sales. Hence arguably over the longer term it may be the case that with possible future declining sales that this sector will become even more competitive and quite feasibly the number of operators will be reduced in retailing children’s wear.
Evidence from this case study suggested that children’s wear product ranges represented 27% of customer’s purchases in Asda’s compared to 10% in M&S. Additionally supermarket as generally a daily shopping preference for food provided a relatively convenient shopping environment for women and in particular working women to purchase children’s clothes.
Place an Order
This was indicated by some 59% of respondents at the Asda stores stating they had or were intending to purchase items other than clothes as well. It is reasonable to say that as a result of changing roles for women in both social and economic contexts there is increasing pressure such as reduced times available for shopping for women as discussed in literature review. These new consumer behavioural characteristics have resulted in changing retailing forms in the clothing industry to which new entrants such as supermarkets like Asda have capitalised on and responded to quickly as they emerge.
In addition more men have become involved in clothing buying behaviour illustrated by the men’s wear sector growing 5% in 2004 (Datamonitor, 2005). It was interesting to examine the results of this case study in the comparison of consumer preferences towards men’s wear at Asda and M&S. In this research 46% chose M&S when purchasing men’s wear as opposed to 33% in Asda. It is useful to look at this trend in understanding the changing features of the UK clothing retail market bearing in mind major impacts on consumer behaviour within the sector. Firstly Mark & Spencer have exploited a branding strategy which established a reputation for high quality goods for a considerable period of time.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
The clothing retail industry has been and is undergoing significant changes resulting from processes of globalisation, changes in consumer demand as well as changing corporate activities in terms of strategic marketing decisions. The UK clothing retail industry has experienced significant growth which has focused attention on studies in the field with this sector being considered as the one of the most competitive markets in Europe. This is primarily as a result of the concentrated power of larger retailers such as Marks & Spencer. One prime issue as a result of globalisation is that there are more and more retailers sourcing globally aiming to provide competitive prices and quality products in the market. Marks & Spencer as such then is challenged by this trend particularly from rival discount and supermarket competitors.
Research Method
The basis of the primary research conducted in this brief was delivering a questionnaire based survey delivered at four retail outlets two of which were Asda and two of which were Marks and Spencer. Opportunistic sampling was used in that customers were approached in the store as they entered and left the premises and asked would they participate. A target of 100 questionnaires to be completed at each store was decided on to achieve a healthy sample size yielding useful results for the analysis. The third section sought altitudinal information related to reasons for purchasing in the respective stores while the fourth section and the fourth section sought information on preferences in terms of shopping specifically related to the variables of quality, price and the retail environment. Data was entered into SPSS and analysed according to the objectives of the study.
Place an Order
Permission to conduct the questionnaires were sought be local managers in the first instance though for two of the stores further permission had to be sought be regional managers. All respondents were advised of the anonymity of participating in the research and the results of the research were also offered to the managers involved in order to increase the chances of successfully gaining permission to conduct the research. Surveying was conducted during a weekday and at a weekend time in order to enhance the representativeness of the sample in terms of people working and varying their shopping times.
Comparison of marketing mix in George at Asda and Marks & Spencer
Overall 412 questionnaires were completed but 12 of these were discarded due to incomplete or incorrect completed parts. Of the 400 68% were female and 32% male. The age breakdown of the sample showed that some 38% of the total was between the ages of 26-32 or over although in the case of Marks and Spencer shopper the proportion of shoppers in this age group was higher being 49%. Also Asda had a higher proportion of shoppers between the ages of 18-21 than Marks and Spencer the figures being 19% and 9% respectively. Over 90% of the total sample had shopped more than once in each of the stores within the previous month with 45% shopping at least twice a week in either Asda or Marks and Spencer.
Of interest was the result that 40% of Marks and Spencer customers indicated that they would shop there regularly (at least once a week) while the figure for Asda was 29%. This may be an indicator of stronger brand loyalty for Marks and Spencer in some respects but given further results examined below may be under threat given attitudinal results related to price and quality.
Product
The UK clothing retail industry has grown in recent years and reached a value of $38.7 billion in 2004 which represented an increase of 3.7% over the previous year. Women’s wear was one of the fastest growing areas in the sector (Datamonitor, 2005). However it is claimed that the growth in revenues within this industrial sector will slow down mainly due to the impact of discount and value adding retailers offering clothing goods at lower prices forcing prices down overall within the industry. Clear indications of this trend can be seen in this case study in that George at Asda and its range achieved significant growth and success compared to overall declining profitability within Marks and Spencer. Since the introduction of clothing ranges by the supermarket in 1990 its product categories have expanded to include women’s wear, men’s wear and infants-wear. Marks & Spencer has operated in the marketplace for decades and offers similar product ranges.
While 49% respondents indicated a preference for shopping in Asda for women’s clothes 51.2% of customers chose Marks & Spencer’s to purchase women’s products. It is obvious that there is slight difference in the choice of product range yet the results also suggest that there a significant percentage (60%) of customers chose George at Asda primarily to buy children’s clothes and in particular to buy items such as school uniforms. One of the main reasons for this arguably can be explained by the lower price yet reasonable quality design of the George’s range. Especially for younger children where school uniforms would be discarded in a relatively short time due to the children growing the price of products offered by Asda can be said to be a significant attractive featuring influencing purchasing decisions.
It has been reported that the children’s wear sector in the UK grew by 3% and reached a value of $4.7 billion in 2004. This phenomenon is perhaps attributable to the success of discount stores and supermarket operators who are able to provide cheaper children’s wear at reasonable quality levels (Datamonitor, 2005). From a macro perspective however the decline of birth rates in Britain has resulted in the expectation of a future decline in children’s wear sales. Hence arguably over the longer term it may be the case that with possible future declining sales that this sector will become even more competitive and quite feasibly the number of operators will be reduced in retailing children’s wear.
Evidence from this case study suggested that children’s wear product ranges represented 27% of customer’s purchases in Asda’s compared to 10% in M&S. Additionally supermarket as generally a daily shopping preference for food provided a relatively convenient shopping environment for women and in particular working women to purchase children’s clothes.
Place an Order
This was indicated by some 59% of respondents at the Asda stores stating they had or were intending to purchase items other than clothes as well. It is reasonable to say that as a result of changing roles for women in both social and economic contexts there is increasing pressure such as reduced times available for shopping for women as discussed in literature review. These new consumer behavioural characteristics have resulted in changing retailing forms in the clothing industry to which new entrants such as supermarkets like Asda have capitalised on and responded to quickly as they emerge.
In addition more men have become involved in clothing buying behaviour illustrated by the men’s wear sector growing 5% in 2004 (Datamonitor, 2005). It was interesting to examine the results of this case study in the comparison of consumer preferences towards men’s wear at Asda and M&S. In this research 46% chose M&S when purchasing men’s wear as opposed to 33% in Asda. It is useful to look at this trend in understanding the changing features of the UK clothing retail market bearing in mind major impacts on consumer behaviour within the sector. Firstly Mark & Spencer have exploited a branding strategy which established a reputation for high quality goods for a considerable period of time.
The changing face of UK Fashion retailing market
The clothing retail industry has been and is undergoing significant changes resulting from processes of globalisation, changes in consumer demand as well as changing corporate activities in terms of strategic marketing decisions. The UK clothing retail industry has experienced significant growth which has focused attention on studies in the field with this sector being considered as the one of the most competitive markets in Europe. This is primarily as a result of the concentrated power of larger retailers such as Marks & Spencer. One prime issue as a result of globalisation is that there are more and more retailers sourcing globally aiming to provide competitive prices and quality products in the market. Marks & Spencer as such then is challenged by this trend particularly from rival discount and supermarket competitors.
Research Method
The basis of the primary research conducted in this brief was delivering a questionnaire based survey delivered at four retail outlets two of which were Asda and two of which were Marks and Spencer. Opportunistic sampling was used in that customers were approached in the store as they entered and left the premises and asked would they participate. A target of 100 questionnaires to be completed at each store was decided on to achieve a healthy sample size yielding useful results for the analysis. The third section sought altitudinal information related to reasons for purchasing in the respective stores while the fourth section and the fourth section sought information on preferences in terms of shopping specifically related to the variables of quality, price and the retail environment. Data was entered into SPSS and analysed according to the objectives of the study.
Place an Order
Permission to conduct the questionnaires were sought be local managers in the first instance though for two of the stores further permission had to be sought be regional managers. All respondents were advised of the anonymity of participating in the research and the results of the research were also offered to the managers involved in order to increase the chances of successfully gaining permission to conduct the research. Surveying was conducted during a weekday and at a weekend time in order to enhance the representativeness of the sample in terms of people working and varying their shopping times.
Comparison of marketing mix in George at Asda and Marks & Spencer
Overall 412 questionnaires were completed but 12 of these were discarded due to incomplete or incorrect completed parts. Of the 400 68% were female and 32% male. The age breakdown of the sample showed that some 38% of the total was between the ages of 26-32 or over although in the case of Marks and Spencer shopper the proportion of shoppers in this age group was higher being 49%. Also Asda had a higher proportion of shoppers between the ages of 18-21 than Marks and Spencer the figures being 19% and 9% respectively. Over 90% of the total sample had shopped more than once in each of the stores within the previous month with 45% shopping at least twice a week in either Asda or Marks and Spencer.
Of interest was the result that 40% of Marks and Spencer customers indicated that they would shop there regularly (at least once a week) while the figure for Asda was 29%. This may be an indicator of stronger brand loyalty for Marks and Spencer in some respects but given further results examined below may be under threat given attitudinal results related to price and quality.
Product
The UK clothing retail industry has grown in recent years and reached a value of $38.7 billion in 2004 which represented an increase of 3.7% over the previous year. Women’s wear was one of the fastest growing areas in the sector (Datamonitor, 2005). However it is claimed that the growth in revenues within this industrial sector will slow down mainly due to the impact of discount and value adding retailers offering clothing goods at lower prices forcing prices down overall within the industry. Clear indications of this trend can be seen in this case study in that George at Asda and its range achieved significant growth and success compared to overall declining profitability within Marks and Spencer. Since the introduction of clothing ranges by the supermarket in 1990 its product categories have expanded to include women’s wear, men’s wear and infants-wear. Marks & Spencer has operated in the marketplace for decades and offers similar product ranges.
While 49% respondents indicated a preference for shopping in Asda for women’s clothes 51.2% of customers chose Marks & Spencer’s to purchase women’s products. It is obvious that there is slight difference in the choice of product range yet the results also suggest that there a significant percentage (60%) of customers chose George at Asda primarily to buy children’s clothes and in particular to buy items such as school uniforms. One of the main reasons for this arguably can be explained by the lower price yet reasonable quality design of the George’s range. Especially for younger children where school uniforms would be discarded in a relatively short time due to the children growing the price of products offered by Asda can be said to be a significant attractive featuring influencing purchasing decisions.
It has been reported that the children’s wear sector in the UK grew by 3% and reached a value of $4.7 billion in 2004. This phenomenon is perhaps attributable to the success of discount stores and supermarket operators who are able to provide cheaper children’s wear at reasonable quality levels (Datamonitor, 2005). From a macro perspective however the decline of birth rates in Britain has resulted in the expectation of a future decline in children’s wear sales. Hence arguably over the longer term it may be the case that with possible future declining sales that this sector will become even more competitive and quite feasibly the number of operators will be reduced in retailing children’s wear.
Evidence from this case study suggested that children’s wear product ranges represented 27% of customer’s purchases in Asda’s compared to 10% in M&S. Additionally supermarket as generally a daily shopping preference for food provided a relatively convenient shopping environment for women and in particular working women to purchase children’s clothes.
Place an Order
This was indicated by some 59% of respondents at the Asda stores stating they had or were intending to purchase items other than clothes as well. It is reasonable to say that as a result of changing roles for women in both social and economic contexts there is increasing pressure such as reduced times available for shopping for women as discussed in literature review. These new consumer behavioural characteristics have resulted in changing retailing forms in the clothing industry to which new entrants such as supermarkets like Asda have capitalised on and responded to quickly as they emerge.
In addition more men have become involved in clothing buying behaviour illustrated by the men’s wear sector growing 5% in 2004 (Datamonitor, 2005). It was interesting to examine the results of this case study in the comparison of consumer preferences towards men’s wear at Asda and M&S. In this research 46% chose M&S when purchasing men’s wear as opposed to 33% in Asda. It is useful to look at this trend in understanding the changing features of the UK clothing retail market bearing in mind major impacts on consumer behaviour within the sector. Firstly Mark & Spencer have exploited a branding strategy which established a reputation for high quality goods for a considerable period of time.
51Due原创版权郑重声明：原创范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。
51due为留学生提供最好的作业代写服务，想获取更多Essay代写范文，亲们可以进入主页 www.51due.com 为留学生提供essay辅导服务，了解详情可以咨询我们的客服QQ:800020041哟。-lc
