CCIM: DISSERTATION PROPOSAL

Please indicate your course:

[Name]
FBM MM

[Email]
PR GMB

IMB

Please tick this box to indicate that you have also submitted your online ethics application via
the VRE: : https://research.westminster.ac.uk/

Project title:
A Comparative Analysis of The Viability of The Concept of Re-Usable Luxury Brands Using Omni Channel Based
Business Model to Provide an Exchange Hub for Buyers and Sellers in Both the Indian And UK Fashion Sector
Environments

Description of the background with references to relevant literature (250 words)*:

In the current world, every individual is fascinated by the different kinds of luxury fashions that are being
introduced in the markets across the world. However, not everybody is capable of affording such luxury fashion
products. In addition, such luxury products get replaced as per the latest trends, and the same occurs very
frequently. Consequently, most of these luxury products are rejected once their demands fade. Furthermore, many
individuals who have already purchased those products, also tend to discard their exiting items so that they can
purchase the latest article that is on demands in the market. As a result of the same, there are several sellers who are
involved with the process of reselling these luxury items so that those individuals are who are unable to afford these
luxury products at the original price, can be able to acquire the same at lower price (Shen, 2014). However, not
everybody is comfortable purchasing or selling the re-used luxury items. Consequently, the channel for distribution
of the same is limited. Furthermore, there has also been a rise in the number of fake products that are manufactured
at China and are distributed in the markets of India and United Kingdom (Perry and Towers, 2009). The purpose of
the current research is to identify the various omni-channels that are used by the sellers of re-usable luxury fashion
products and understand its extent in the markets of the United Kingdom and India.

Research Question:

The main question of the current research is:

What is the propensity of customer to purchase and sell re-usable fashion luxury products by adapting the
comparative approach using the omnichannel retail scenario that exists in the United Kingdom and India?

Creative Industries Management Dissertation Proposal Template 2017/18

Description and the aims of your study (250 words)*:

The aim of the research is to utilize information obtained from respondents and their subsequent shopping conduct
for all Thrift Stores for a particular association. The respondents are the suppliers and customers who are interested
in re-usable luxury products. The aim is to keep the detailed focus on both platforms in both the markets that sell as
well as buy re-usable vintage fashion. Moreover, the report aims to establish through its literature review of the
different aspects of omnichannel retailing and retail mix that is required to be obtained for both online as well as
offline sales. The hypothetical examination will aim at offering the impact of shopping buyer on that of other
different components for second-hand luxury brands. In the report, it is also aimed to conduct a thorough analysis
of the components impacting the faithfulness of purchasers. Encouraging factors that will enable re-usable luxury
brand establishment are attitudes, behaviors, perceptions etc. Similarly, further in the report, there will be a focus
on the interrelation between selected variables and examine whether such variables contribute towards estimation
of international omnichannel retailing specifically for pre-owned luxury brands. Moreover, the report also aims at
conducting a thorough analysis of dependency of customers and omnichannel shopping background.
Aims:
 Examine forces initiating re-usable high-end fashion product adaptation and limiting forces that might
contribute to a blocking process towards the establishment of the business model.
 Examination of channel implications for the dissemination of this particular business model.
 Examination of the competitive fashion sector in both UK and India. For the establishment of business
model, comparative factors are behaviors, attitudes, perception etc.

Outline the design and methodology of your study (300 words)*:

The current research shall be based on interpretivism philosophy with the approach being deductive in nature.
Furthermore, an explanatory research design shall be employed for the current research for evaluating a conclusion
that is insightful in nature based on the performance of the organization as it is incorporating the reusable contents
of fashion. The research design of explanatory approach aims to provide the foundation to validate the hypothesis
that is being developed with the help of the literature review. In addition, the explanatory research design also helps
to provide an effective and efficient solution that would prove to be beneficial in future for the incorporation of
reusable content in the industry of fashion for overcoming the hindrances of sustainability and maintain a better
way of implementing trade and commerce in fashion. And for understanding the other implications, the quantitative
method of research will be used to understand the descriptive forms as required in this research. For the current
research, a survey shall be conducted to obtain the quantitative data and the same shall be analyzed using the
quantitative tool of SPSS. The current research focuses on evaluating the viability of the concept of re-usable luxury
fashion products that can be conducted using the omni channel-based business model, which can be used to provide
an exchange hub for buyers and sellers. The same has been explored with respect to the markets of the United
Kingdom and India, with particular focus on environment of the fashion sector. To acquire a better understanding
regarding the same, a survey would be conducted at one of the well-known fashion and designer clothing re-sale
store, Exclusivo. A survey questionnaire shall be developed and the same would be distributed amongst 100
randomly selected employees of the store and their views and opinions regarding the resale of luxury fashion
products through the omni channels. Furthermore, through the survey, a glimpse of the structure of it in accordance
to the belief, observation and sensibility of the employees, can be identified and evaluated.

Expected findings (200 words):

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From the current research, it is expected that the facility of the omni channel marketing strategy for promoting and
sales of the resale luxury fashion as a feasible option for the sales of these products can be determined. Furthermore,
the application of the same in the context of the markets of India as well as the United Kingdom shall also be
explored. The resale of luxury fashion products is cost effective as well as environment friendly, thereby making this
one of the lucrative business ideas. Furthermore, the integration of the omni channels for the marketing and sales of
these products, have made it one of the most preferred business options. In addition, the suitability of this sales
strategy for the Indian as well as the United Kingdom market shall be evaluated, as there are several people who are
unable to purchase these fashion products at their original price and shall be able to purchase the same through
their resale, which is promoted through the omni channels.

Work Plan:

TASKS START COMPLETION ALREADY DONE

DATE DATE

SECONDARY DATA 02.01.2018 17.01.2018 ✔

COLLECTION

MARKETING 06.02.2018 11.02.2018 ✔

RESEARCH
PRESENTATION

RESEARCH 11.02.2018 22.03.2018 ✔

PROPOSAL
SUBMISSION

SURVEY DESIGN 08.04.2018 10.04.2018 ✔

IMPLEMENTATION 10.04.2018 16.04.2018 ✔

OF SURVEY

ANALYSIS & 17.04.2018 17.05.2018 ✔

SUMMARY OF
PRIMARY
RESEARCH DATA

RECOMMENDATION 17.05.2018 27.05.2018 ✔

& CONCLUSION

FINAL SUBMISSION 27.05.2018 06.08.2018 ✔

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References:

Shen, B. (2014). Sustainable fashion supply chain: Lessons from H&M. Sustainability, 6(9), pp.6236-6249.

Perry, P. and Towers, N. (2009). Determining the antecedents for a strategy of corporate social responsibility by
small-and medium-sized enterprises in the UK fashion apparel industry. Journal of Retailing and Consumer
Services, 16(5), pp.377-385.

Proposed further Reading:

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel
Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, pp.170-178.

Prateek, P. 2017. Omnichannel and Fashion Retail in India. Retrieved from

https://medium.com/@pranay01/omnichannel-and-fashion-retail-in-india-771213960607

Saunders, M.N., Lewis, P., Thornhill, A., & Bristow, A. (2015). Understanding research philosophy and approaches
to theory development.

Stage, F.K., & Manning, K. (2015). What is your research approach?. In Research in the college context (pp. 29-54).
Abingdon: Routledge.
Statista. (2018). Value of the personal luxury goods market worldwide from 1995 to 2017 (in billion euros
Retrieved from www.statista.com/statistics/266503/value-of-the-personal-luxury-goods-market-worldwide/

Verhoef, P.C., Kannan, P.K., & Inman, J.J. (2015). From multi-channel retailing to omni-channel retailing:
introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), pp.174-181.

Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A systematic literature review.
Sustainability, 9(7), p.1266.

Yang, Y., Han, H., & Lee, P.K. (2017). An exploratory study of the mechanism of sustainable value creation in the
luxury fashion industry. Sustainability, 9(4), p.483.

* These items will need to be submitted to the ethics committee via the VRE. You
should raise a new ethics application here: https://research.westminster.ac.uk/

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