Assignment Sample on 7BUS2002 Business Research Methods

The Research Question –

·        What is the impact of Covid-19 on the marketing strategies of UK-based fashion brands?

·        How Covid 19 has affected the UK Fashion brand?

 Research Objectives –

·        To analyze the impact of Covid-19 on the marketing strategies in UK based fashion brand

·        To know the effect of Covid 19 in UK fashion brands.

·        To know the strategy which is adopted by the UK fashion brands

Research Literature.

Who are the corresponding and key authors in your research topic area? Up to 10 authors.

Ahmad, N., Haque, S. and Islam, M.A., 2021. COVID-19 and global clothing retailers’ responsibility to vulnerable workers: NGO counter-rhetoric. Accounting, Auditing & Accountability Journal.

Giacomini, D., Martini, M., Sancino, A., Zola, P. and Cavenago, D., 2021. Corporate social responsibility actions and organizational legitimacy at the peak of COVID-19: a sentiment analysis. Corporate Governance: The International Journal of Business in Society.

Mahmoud, A.B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N. and Wakibi, A., 2021. Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviors towards fashion brands on Instagram in sub-Saharan Africa: tech-native vs non-native generations. Journal of Marketing Communications, pp.1-25.

McMaster, M., Nettleton, C., Tom, C., Xu, B., Cao, C., and Qiao, P., 2020. Risk management: Rethinking fashion supply chain management for multinational corporations in light of the COVID-19 outbreak. Journal of Risk and Financial Management, 13(8), p.173.

Nanda, A., Xu, Y. and Zhang, F., 2021. How would the COVID-19 pandemic reshape retail real estate and high streets through the acceleration of E-commerce and digitalization?. Journal of Urban Management, 10(2), pp.110-124.

Prasad, R.A., Kunal, K., Xavier, M.J. and Arun, C.J., 2021. DECODING THE POST-COVID-19 CONSUMER MIND AND DEVELOPING NEW MARKETING STRATEGIES. Academy of Marketing Studies Journal, 25(5), pp.1-11.

Sarma, P.R.S., Kumar, A., Choudhary, N.A., and Mangla, S.K., 2021. Modeling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact. The International Journal of Logistics Management.

Suraweera, S.M.B.L., and Jayathilake, W.G.J.M., 2021. Do Social Media Impact Consumer Buying Decisions in the Fashion Industry during the COVID-19 Pandemic?. International Journal of Engineering and Management Research.

Vătămănescu, E.M., Dabija, D.C., Gazzola, P., Cegarro-Navarro, J.G. and Buzzi, T., 2021. Before and after the outbreak of Covid-19: Linking fashion companies’ corporate social responsibility approach to consumers’ demand for sustainable products. Journal of Cleaner Production, 321, p.128945.

Xie, J. and Youn, C., 2020. How the luxury fashion brand adjusts to deal with the COVID-19. International Journal of Costume and Fashion, 20(2), pp.50-60.

What are the key theoretical concepts/frameworks/theories in your research topic area?

In light of the COVID-19 epidemic, fashion executives are preparing for several situations and hope for a rapid worldwide recovery. It’s vital to plan for the new normal in the face of increased pressure on performance, altering customer behaviors, and an increasing need for digital (Giacomini et al., 2021).

Since last year’s record-low economic profits in the fashion sector in the UK, company leaders have stepped up their efforts to innovate while still keeping their main constituency engaged. Many organizations are reconnecting with their supply chains, making painful decisions (for example, concerning ROI at the store level), and boosting omnichannel offerings in the wake of recent upheavals (Ahmad et al., 2021).