Influence of Globalisation in the Fashion Industry and Its Impact on Consumer Culture: A Case Study Analysis of Global Fashion Retailers

[Year of Publication]

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

1.1.Introduction of the Study1

1.2.Research Background1

1.3.Introduction and Business of the Organization2

1.4.Background and History of the Organization3

1.5.Rationale for the Chosen Topic4

1.6.Statement of the Problem5

1.7.Research Aims & Objectives6

1.8.Research Questions7

1.9.Significance of the Study8

1.10.Structure of the Dissertation9

CHAPTER 2: LITERATURE REVIEW10

2.1.Introduction10

2.2.Globalisation And Its Effects On The Consumer Culture10

2.3.The Emergence Of Culture, Brands And Consumerism12

2.4.Social Theories And The Consumer Culture In Global Market Of Fashion Industry13

2.5.Fashion Victims And Consumers15

2.6.The Power Of Branding And Globalisation16

2.7.Conglomerates Fashion17

2.8.A New Era Of Fashion Conglomerates17

2.9.The New Geography Of Fashion After Globalisation18

2.10.The Categories Of Fashion Contemporary: The Luxury And Fashion After Globalisation19

3.1.Introduction21

3.2.Research Strategy And Design21

3.3.Mixed Methods Research22

3.3.1.Qualitative Data Methods23

3.3.2.Quantitative Research24

3.4.Data collection25

3.5.Reliability and Validity25

3.6.Ethical Considerations26

3.7.Confidentiality of Participants27

3.8.Informed Consent27

CHAPTER 4: ANALYSIS AND DISCUSSION29

4.1.Quantitative analysis29

4.2.Qualitative Analysis48

4.2.1.Marketing manager of Debenhams UAE48

4.2.2.Sales manager of Debenhams UAE50

CHAPTER 5: CONCLUSION51

5.1.Conclusion and Findings51

5.2.Recommendations54

REFERENCES56

APPENDICES67

Appendix 1.1: Survey Questionnaire67

Appendix 1.2: Interview Questionnaire74

CHAPTER 1: INTRODUCTION

Introduction of the Study

The globalisation has been defined in different contexts when it comes to the culture of a region and consumerism. There are many controversies attached to this term in the respect to the fashion industry. With the globalisation in the fashion industry, there are many terms highlighted and took the form of “world fashion”. All the aspect of the fashion, that is, the process of manufacturing, clothing, designs and distribution has been globalized. But on the other hand the phenomenon of the globalisation is poorly defined and never been discussed in the social sciences. The social globalisation is referred to as the diffusion and the transmission of the cultures across the borders of the countries. This will transmit and share the arts, social belongings, decorative or applied arts (Rajagopal, 2008). The term “fashion globalisation” has emerged from cultural globalisation and is referred to the products that are in the regard of cultural products or artifacts that are circulated and in terms with the advanced countries. These countries produce a desirable market and have been responsible for developing the sufficient market for the products. It also impact on income for investment in the arts and in industries that produce cultural artefacts. The process of cultural globalisation can be termed as a phenomenon encompassed by global cultures around the world, that is, diverse countries and cities (Rajagopal, 2011, pp. 286)

Research Background

There is a strong relationship between the consumer cultures to the globalisation in the fashion industry. Since all types of the culture forms the globalized culture of the fashion industry, therefore, culture build, assemble and destroy social ...