Marketing Practices Analysis of a Fast Fashion Brand Research Paper, Ireland

Task

Identify a fast fashion brand (apparel and footwear) and prepare an individual report examining their marketing practices. Examples of fast fashion brands include: Shein, Uniqlo, Zara, H&M, Gap, Forever 21, and Temu. You may select one of these brands or another of your choosing

Your work must address the following:

1. Analyse and appraise the key drivers of change from the brand’s marketing environment that are currently influencing the brand and evaluate the brand’s responses to these. (40% weighting).

2. Analyse and appraise how the brand is adopting an integrative and holistic approach in value creation. (40% weighting).

3. Evaluate how the brand’s marketing practices contrast with those of brands in the fashion industry that originated as ethical and sustainable brands, to illustrate the dichotomous marketing decisions facing marketers in this industry. (20% weighting).

These tasks require significant research. the fashion industry with a specific focus on one fast fashion brand, its marketing strategies and practices and the transformative forces that are influencing these. The evaluation must be supported with source material from recent credible sources that are fully acknowledged using Harvard referencing. It should also be underpinned with theory.

Finally, your work must reference at least two of the following sources:

• Euromonitor Passport (2024) How Fashion Players Can Add “Value” with Volume Sales Under Threat, 15 May 2024 Available at: Analysis – Euromonitor: Passport (Accessed: 20.10.2024)
• World Market for Apparel and Footwear, Euromonitor Intemational, Briefing | 23 Apr 2024 Available at: Analysis-Euromonitor: Passport (Accessed: 20.10.2024).
• Competitor Strategies in Apparel and Footwear Briefing, Euromonitor International, 19 Dec 2023 Available at: Analysis-Euromonitor: Passport (Accessed: 20.10.2024).
• World Market for Apparel and Footwear Briefing, Euromonitor International, 23 Apr 2024 Available at: Analysis- Euromonitor: Passport (Accessed: 20.10.2024)
• Where Consumers Shop for Apparel and Footwear Briefing, 19 Sep 2024 Available at: Analysis – Euromonitor: Passport (Accessed: 20.10.2024).
• Fashion Industry: Half-Year Update 2024, Briefing, Euromonitor International, 14 August 2024 Available at: Analysis – Euromonitor: Passport (Accessed: 20.10.2024).
• Gaetana Mak, Fast Fashion in the UK, IBIS World, August 2024 Available at: At a Glance-SP0.228 Fast Fashion in the UK-MyIBISWorld (Accessed: 20.10.2024),
• Mariey Brocker, Global Apparel Manufacturing, IBIS World, August 2024 Available at At a Glance-C1311-GL Global Apparel Manufacturing-MvIBISWorld (Accessed: 20.10.2024)

Please Note

• It is recommended you agree your choice of organisation with your Module Tutor before commencing work on this assessment. If you choose an inappropriate organisation (one which does I meet the requirements of this brief) your work will automatically fail.
• If you wish to use one of of the alternative tive formats, fon you must discuss this with your module tutor and have their approval before you commence your work.

SUPPORT: Further assessment guidance will be provided in the module’s lectures and workshops.