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Swot Analysis Of The Fashion Industry

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HAPTER ONE: INTRODUCTION
1.1. Introduction
Increasing competition and shifting demand by consumers for higher quality service have introduced new market practices in the fashion market. This has pushed for excellent service provision to customers in order to achieve a sustainable competitive advantage (Goff, Boles, Belenger and Stojack, 1997). Previous studies have discussed various attempts that fashion markets have introduced to create convenient marketing and production activities for their customers. Various strategies have been deployed to retain customers and they all focus on increasing service quality level (Bolton and Drew, 1991). The industry experiences change from time to time that influences the consumer choice and decisions. …show more content…

However, the slower growth since 2012 has been attributed to poor performance of the Chinese market. The overall industry growth trends indicates that the industry plays a significant role in the economy of Hong Kong. For competitiveness of the firm in the fashion industry, the business management has to formulate strategic plans to facilitate the competitiveness of their products. One major way to enhanced competitiveness in the fashion market is enhancing quality of services and products, increased level of customer satisfaction and promotion of customer loyalty in the market. Unlike researches undertaken in other sectors that are associated with basic products, the fashion industry sector including produces products that can be considered luxurious products that have its challenges on how service quality can be measured to be able to determine how it influences performance of fashion firms. As a result, marketing practices in the fashion industry in Hong Kong has placed customer satisfaction and quality of products in the centre of focus, as it is very important for fashion market to maintain their existing customers as well enlarging their customer …show more content…

To determine how customers service influence customers retention rates
3. To establish the influence of service quality on customer satisfaction in Hong Kong’s fashion industry in the retail market.
4. To investigate the influence of customer service on customer 's loyalty in Hong Kong’s fashion industry in the retail market.
5. To provide recommendations Hong Kong’s fashion industry in the retail market players on best ways to improve service quality.
1.4. Research Questions
This study seeks to answer the following questions:
What is the nature of customer’s attitude towards Hong Kong’s fashion industry in the retail market?
What are the products ranges being offered by the Hong Kong’s fashion industry in the retail market Customers?
Are customers satisfied with products being offered to them by Hong Kong’s fashion industry in the retail market?
What is the retention rate of customers in Hong Kong’s fashion industry in the retail market?
What are probable recommendation options that are available to the Hong Kong’s fashion industry in the retail market that can help them institute better customer services?
1.5. Structure of

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