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Paper Topic:

branding

Dissertation Proposal - Despite Increasing Consumer Sophistication Fashion Brands will Never Die Overview

The UK Fashion industry is estimated at ?44 .5 billion , and in to encourage the consumer to purchase more actively the industry has been offering discounts and lowering their prices which have been able to increase consumption of high end fashion products

In the competitive market the biggest player in the UK market is Marks and Spencer but now with the changing dynamics in the industry , and the existence of specialist fashion retailers the company is facing fierce

competition . The changing trends of consumption also indicate that consumers are buying from exclusive designer brands like Prada , Chloe Hugo Boss , Burberry , and Donna Karen

Aside from this , importing relatively cheaper products from China has had its effect on the manufacturing of fashion clothing in UK which has ceased almost completely . As a the only manufacturing of clothing conducted in UK is related to specialist fashion clothing , the rest of it is outsourced to brands and carried out in developing countries The UK fashion market will continue to be driven by retailers rather than manufacturers with a polarisation between discounters and full-price retailers . The full-price retailers will capitalise on young consumer demand for couture-house designs , quality materials and individual styles sold as fast fashion ' with items offered for a limited time before new styles are released . Forecasts to 2010 are for the women 's , girls and infants fashion market to grow by 23 with a 15 .6 growth for the men 's and boys fashion market (Barlow , 2005

Another trend in the UK fashion industry is the integration taking place between the manufacturers and retailer . The top most fashion retailers are Next , Marks Spencer and Arcadia all have an integrated business process model which comprises of manufacturing as well as retailing This is directly opposite to the street fashion brands like Nike , Adidas and Reebok which have started to outsource their manufacturing and concentrate on franchising their business

Even in the UK fashion scene the most famous brands are those of Italian and French origin , even though Britain tends to produce a large portion of today 's designers . This is because of the fact that the consumers consider the fashion centers of the world to exist in Paris , Milan and New York . This is mainly due to the custom made dresses and ready to wear costumes offered by Paris , high quality leather , handiwork and crafting in Milan and smart and sophistication offered by New York . The head of fashion still resides in Paris with presence of almost all of the worlds fashion houses

The purpose of this research is to determine why despite the consumer getting sophisticated and savvy about their purchase decisions , fashion brands still tend to prevail and be successful . The scope of this research is mostly the UK fashion industry , including the global brands of international origin which exist in UK and affect the UK fashion scene . The research will be based on and supported by...

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