Fashion Industry Growth and Trends

Chapter 1: Introduction

1.1 Research background

Fashion and clothing industry is a large industry and it is thriving. Globally, apparel industry that includes clothing, textiles, footwear, and luxury goods is valued at $3 trillion accounting for 2% of the world’s Gross Domestic Products (GDP) whereas the 2018 fashion industry reported revenue of US$521,507 (Statista, 2018). The research on the growth in the industry indicate annual growth rate of 11.0% leading to market approximation of US$ 790,533 by 2022 (ibid). According to Hendriksz (2017) and Sakar (2017), the world children wear is the most rapidly growing in the industry reaching 203.4 billion in 2017. Furthermore, the apparel industry is among the top employers employing more than 25 million individuals while textile and clothing employs more than 60 million employed directly (Strijbos, 2016). Kell (2018) perceived the industry as the largest consumer industry globally. Recently, the children wear has seen an upsurge growth outpacing the both women and menswear attributable to infiltrated fashion in the sector (Abnett, 2016). Additionally, such factors as shift inn demographic elements (higher birth rate, parents having children later in life, and booming middle class) have been linked as core variables fuelling this growth. Nevertheless, this rapid growth and profitability in clothing particularly children wear has been shadowed by violation of human rights, environmental concerns, health issues on consumers’ end, and little regard of the raw materials and product producers. In addition to such faced challenges, consumers are rush to buy new trends in the market causing such pieces to run out of style within few weeks if not days. This has result to increased demands high quality products within low production cost (raw materials and labour cost). The collapse of Rana plaza building in Bangladesh that killed textile workers exposed the widespread disregard of human rights that include poor working conditions, poor pay, and severe unethical clothing initiatives in the clothing industry (Wolf, 2018; Rushe and Safi, 2018). Similarly, reports have highlighted extensive impacts of environment. Kell (2018) highlighted that the industry is responsible for more than 10% of the greenhouse gases emission, 11% of pesticides, 20% of the world industrial wastewater, and 24% of insecticide. As a result, more and more organizations and stakeholders in the industry are increasingly strategizing on reinventing the industry to not only grow consumption, lower production cost, and enhancing consumer concerns and rights but also developing environmental friendly industry by taking into account the effects of products and raw materials on surrounding as well as conditions of workers and farmers Kaur (2016). Recently, advocacy for regenerative agriculture, reusing fibres for recycling material, enhancing living wages in the supply chain, and focusing on organic cotton as an approach towards attaining sustainable industry. For instance, in the UK, it is standard for clothing retailers to develop corporate social responsibility (CSR) policies aimed at effecting sourcing raw materials and partnering with suppliers (Khan et al. 2015). Moreover, more companies have increasingly focused on ethical clothing producing through fair trade producers or organic cotton. Broadly, these techniques are founded on seeking sustainable industry driven by concern on environment, consumers, producers, and workers affairs. Sustainable fashion is a broad field. Children’s market in Poland is very interesting because of the evolution of the market in recent years and there are a lot of opportunities. Clothes for babies made from organic cotton and ecological toys are offered to customers in Poland by Agia M Group, a company that is an exclusive distributor for Me Lulu Baby. The brand needs high quality data to be taken into consideration and conclusions and suggestions that can be implemented into the brand’s development plan.

1.2 Study Rationale

In the recent past, call for sustainability in the clothing, apparel, and textile industries has increased with its importance becoming apparent. Despite increasing push for adopting sustainable components in the field, its scope remains not well explored particularly in the children market due to being a new concept. Me Lulu Baby is an upcoming baby brand that offers high quality baby clothes and toys made predominantly from organic materials. The company was founded in the UK and where the head office is located. The brand offers organic baby clothes (0-12 months) certified by Global Organic Textile Standard (GOTS) and toys (safe from 0+) made from eco-friendly and safe materials (certified by Oeko-Tex 100). The unique selling point of the brand is therefore sustainability combined with the unique design, elegant packaging, and impeccable customer service. Recently, the brand opened it stores in the UK. Additionally, the products are available worldwide in the online shop and in Poland through distributor’s selling points. Primarily, the company core aims are grounded on advancing ethical process of product production and doing business as well as focusing on making the world and the fashion industry a better place. Currently, the brand is working on implementing a new sustainable aspect which is to offer customers opportunity to return used organic baby clothes in exchange for a discount coupon for a new purchase. People often say that babies grow very fast and it is not highly beneficial to buy expensive baby clothes. Opportunity to return used baby clothes and receive a discount for a higher size could encourage people to invest in baby clothes. Used clothes could be either sold as second hand for a low price, donated to charity or recycled. The idea is currently being developed. Looking for further insights on Fashion Industry Growth and Trends? Click here. Awareness of the ethical fashion differs with nations, age groups, socio-economic etc. Me Lulu Baby products are available worldwide but focused on the UK market and Poland because of highly beneficial contract with an exclusive distributor. The distributor from Poland is willing to invest in the marketing and other ways to increase people’s awareness about ethics but also expects Me Lulu Baby to provide marketing strategy and help with market research. The contract is exclusive for Poland which means that any further wholesale from Me Lulu Baby is to happen through Agia M Group. The company profile is medical therefore it shares compatible values. Additionally, the company has access to database of patients and people interested in healthy lifestyle. Market in Poland is also interesting as it is one of the fastest growing markets in Europe and going through positive changes driven by historical and geographical characteristics of the country. Market position of Me Lulu Baby in Poland is not strong with low market share and the sale is not considerably low. It is rational and conduct primary research and basing on the conclusions create high quality digital marketing plan in order to lift the brand’s position and increase sale.

1.3 Research aims

The main aim of this project is to improve Me Lulu Baby’s market position in Poland by conducting research and implementing the results into the brand’s strategy towards making the company a strong sustainable brand in the country.

1.4 Objectives of the study

In attempt to achieve the above aim, this study strived to attain the following objectives

To critically analyse sustainability of clothing, fashion, and textile products To review critically studies and concept of products sustainability in clothing and fashion industry To deeply examine and outline market and consumers attitude on sustainable children wear in Poland To examine anticipated performance of Me Lulu Baby brand in Poland To appraise critically collected data and create digital marketing strategy for Me Lulu Baby in Poland

1.5 Structure of this report

This dissertation has been divided into five chapters. First chapter states aims and objectives, justifies the subject and provide information about used research methods. Second chapter reviews the literature about the topic, explains current situation and available sources, and also presents gap in available research which this dissertation aims to fill. Third chapter explains the research methods while research results are presented in chapter four. Chapter four presents research findings. To make it clear tables and diagrams present the results along with short comment to each question and summary. The final chapter five includes final conclusions, describes contribution to the field and contribution to Me Lulu Baby brand. Additionally, it consists of a practical component written based on the research results. It is digital marketing plan for Me Lulu Baby brand in Poland and it will be attached to brand’s business plan and implemented into its strategy.

Chapter 2: Literature review

2.0 Overview of the chapter

This literature review chapter of the dissertation presents analysis of concept of ethics in fashion (overall), defines sustainability and its categories with a great focus on the sustainable materials and human rights, and presents details of consumers’ attitudes towards sustainable children brands. Fundamentally, it discusses the concepts, findings, and discussion captured by existing studies on elements concerning sustainability in businesses and clothing industry while taking a great focus on fashion field. It captures theoretical ideologies such as Corporate Social Responsibility (CSR), 3P models, Natural capitalism, and Four Capital Model designed to capture variables of business sustainability, micro and macro business environment, natural environment, ethical standards, and beneficial elements to society not just the consumer. Lastly, it outlines the gap in previous research as identified in the consumers’ attitudes towards children brands.

2.1 Consumers attitudes

Building from Solomon et al. (2014) and Lucassen & Jansen (2014) assessment of consumer, one can perceive consumer in term of an individual paying to consume or use a commodity or service produced by a business entity, organization, or a company. Broadly, consumers can be categorised as end users or targeted demographics of services, goods, or a product. According to business dictionaries, a consumer is an individual who buys products or services for personal use and can be influenced by marketing and advertisements. Fundamentally, the products and services produces by a seller must resonate with the demands and values of target demographics. As asserted by Pookulangara and Koesler (2011), in development or production of business commodities, business must take into consideration the market demographic such consumer characteristics that include age, gender, education levels, household income, culture, values, beliefs geographical location, marital status, and income. Extensively, studies have demonstrated the influence held by consumers as determinant of organizations success, business sustainability, growth, and competitiveness (Carroll and Buchholtz 2014; Johnson, 2010). According to Morgan (2012), business success measured by achieving bottom line, profitability, market share, leads acquired, and income are collectively grounded on clients (consumers) attitude and perception towards the products and services offered. For instance, the satisfaction levels on commodities, retention levels, and loyalty. In writing, Xie et al. (2012) and Fornell et al. (2010) argued that business entities irrespective of size in terms of financial revenues or market size cannot afford to disregarded consumer importance to its respective growth and sustainability. From marketing perspective, degree to which consumers are satisfied with the quality of services and products indicate retention levels. Arguably, extent to which an organization is able to retain consumer highlights the levels of satisfaction be consumer and complaint handling. According to Ward (2016) and Oliver (2014), consumer retention and satisfaction are directly correlated to consistent and committed focus of putting consumer first from designing and production of products and decision making. With heightened focus on concept of sustainability, business entities and governments have increasingly enhanced their respective focus on environmental and consumers satisfaction and retention. The findings of studies on environmental sustainability in various fields indicate influence of such beliefs and norms on environmental and attitudes Grimmer and Bingham (2013). Gadenne et al. (2011) and Watchravesringkan et al. (2010) demonstrated that both extrinsic and intrinsic environments are founded on attitudes and perception of buyers acting as driving factors. Research conducted by Kuchinka et al. (2018) indicated correlation between sustainability and attitude at organizational environmental factors including consumer loyalty, satisfaction, and sustainability. In order to influence consumers’ attitudes it is necessary to conduct appropriate research and examine consumers’ attitudes, expectations, values, beliefs, and perception towards both the company and its commodities. As pointed by Zarantonello and Schmitt (2010), consumer attitudes are a composite of a consumer’s beliefs, feelings, and behavioral intentions. In this light, one can argue on the significance of understanding and creating a positive attitude towards a brand it is necessary to fulfil all of the above aspects. The consumers should think that the brand shares their values and beliefs, they should have positive feelings towards the brand and behavioural intentions.

2.2. Ethical trends in fashion history and overall view

Ethical trends in fashion are not a new issue. However, according to E. Kohrer and M. Schaffrin terms like sustainable fashion, green fashion, ethical fashion, eco-fair fashion, or slow fashion are considered as unattractive by most of the designers and associated with something that is unfashionable or old-fashioned. A. Gwilt and T. Rissanen claim that awareness of environmentalism and ethical issues is growing. However, there is still room for improvement. According to the authors the sustainability aspects are not very clear and may be seem confusing for some people. It is not clearly stated how one can connect with sustainability. In apparel industry where attainment of consumer satisfaction and demands are vital factors, it demands quick response, inexpensive, and fashionable design due to limited time and demographics elements in the market. According to Bruce et al. (2004) and Choi & Cheng (2015), the industry demands effective time management going from designing to in-store within shortest time possible. Similarly, building from elements of fast fashion, clothing that upholds this characteristics benefits from cheap production, demand driven, and quick time-to-market factors (Caro, and Martínez-de-Albéniz, 2015; Macchion et al., 2015). Consequently, organizations benefits from circumventing time-consuming research developing and producing products on demands rather than basing on forecasted trends. According to Ashby et al. (2017), sustainability in clothing industry such as recycling and regeneration is see evolution into integral and defining factor in fashion industry developing from circular economy. Jung and Jin (2014) asserted that this shift is due to realization that leadership driven by sustainability can serves as real differentiating factor. Based on Fernandes et al. (2017) description of sustainable fashion claiming that it clothing and shoes produced and marketed in a manner that is sustainable to within both socio-economic and environmental parameters. In practices, it implies working continuously to enhance all stages in production lifecycle spiralling from designing, materials used, manufacturing, distribution, and sale (consumer relation). From environmental view point, it focuses on reducing the undesirable environmental effect to minimal during production such as efficient and effective usage of resources whereas socially it is grounded on improving conditions of employees associated to products lifecycle ensuring it adhere to practice ethics as well as positive attitude to fashion and encouraging sustainable consumption patterns. Perrini and Tencati (2006) defined Corporate Social Responsibility (CSR) as the commitment taken voluntarily by business entities aimed at taking into account corporate practices within social, environmental, and economic paradigm that are broader than legal requirements and stakeholders perspectives. According to Epstein (2018), CSR assigns the role and responsibility of organizations while promoting them to conduct it work towards it mission and goals, growing respective markets. Ideally, the core variables of CSR initiatives includes comprehensive strategy design and stakeholders analysis collective driven by marketplace, societal, workplace, and environmental elements. According to Battaglia et al. (2017), it comprises innovation for corporate sustainability and for the stakeholder network in which this is inserted and a crucial strategic positioning for corporate management. Three main dimensions have been distinguished (3P Model): Profit, People, and Planet. Turker and Altuntas (2014) exemplified that these elements acts as pillars of economically, socially, and environmentally sustainable operation. Therefore, ethical fashion’s mission is to protect relationship between a customer and environment/society. Claudia Reder gives choice of fabric as an example of activity that a brand can conduct in ethical way. Building from Pedersen et al. (2018) arguments, brands should chose natural organic fabrics that preferably come from biodegradable natural vegetable fibres or sustainable fibres of animal origin (for example recycled wool), are easy to recycle. In this perspective, one can argues that ethical fashion gives us a promise that these products will damage neither the environment nor people and ensures that the quality will be higher (Fletcher, 2013; Caniato et al., 2012). It seems right to bring Vivienne Westwood’s motto: „Buy less, choose well, make it last”. As illustrated by Sudbury and Böltner (2011) and Joy et al. (2012) ethical fashion aims to address the problems it sees with the way the fashion industry currently operates, such as exploitative labour, environmental damage, the use of hazardous chemicals, waste, and animal cruelty. Majorly, numerous concerns are often raised about exploitative working conditions in the factories that make cheap clothes for the high street. Child workers, alongside exploited adults, can be subjected to violence and abuse such as forced overtime, as well as cramped and unhygienic surroundings, bad food, and very poor pay (Gupta, and Hodges, 2012; Ryding et al., 2014). The low cost of clothes on the high street means that less and less money goes to the people who actually make them.

2.3 Choice of the material as one of the most important aspects of sustainability

Cotton provides much of the world's fabric, but growing it uses 22.5% of the world's insecticides and 10% of the world's pesticides, chemicals which can be dangerous for the environment and harmful to the farmers who grow it (Ethical Fashion Forum). Current textile growing practices are considered unsustainable because of the damage they do to the immediate environment. For example, the Aral Sea in Central Asia has shrunk to just 15% of its former volume, largely due to the vast quantity of water required for cotton production and dying (Ethical Fashion Forum). Similarly, working towards reduction in changing the raw materials in the industry through seeking alternative other than endangering forestry as natural resource has intensified recently. For instance, Zara and H&M prominent players in the industry have collaborated with non-profit organizations such as Canopy agree not to use endangers and ancient for supply of dissolvable pulp for rayon and viscose fabrics (McCullough, 2014). Findings by World Bank indicated that conventional textile production is one most polluting agents globally responsible for more than 20% of industrial pollution. Most textiles are treated with chemicals to soften and dye them, however these chemicals can be toxic to the environment and can be transferred to the skin of the people wearing them. Hazardous chemicals used commonly in the textile industry are: lead, nickel, chromium IV, aryl amines, phthalates, and formaldehyde. According to Khatri et al. (2015) and Reddy et al. (2014), curbing environmental pollution associated with textile production begins with seeking new ways of fabric production that require low amount of water, minimal harm on ecology, and do not require toxins. Esteve-Turrillas and de la Guardia (2017) argued that organic cotton that does use synthetic fertilizers or pesticides can significantly introduce sustainability in the industry. According to Waste Online, the low costs and disposable nature of high street fashion means that much of it is destined for incinerators or landfill sites. The UK alone throws away 1 million tonnes of clothing every year. Many animals are farmed to supply fur for the fashion industry, and many people feel that their welfare is an important part of the Ethical Fashion debate. The designer Stella McCartney does not use either fur or leather in her designs. In an advert for the animal rights organisation PETA, she said: “we address... ethical or ecological... questions in every other part of our lives except fashion. Mind-sets are changing, though, which is encouraging”. There is one more important aspect of slow fashion. According to Grover et al. (2017), practicing ethical fashion contributes to preserving cultural heritage like traditional garment making skills. Fast fashion aims to accelerate consumption, maximising the profit for big brands (McNeill, and Moore, 2015; Caro, and Martínez-de-Albéniz, 2015).

2.4. Human rights and animal rights

Study conducted by Grover et al. (2017) outlined that contemporary customers are more aware of many aspects and curios for example about where the garments are produced, what are the production techniques. Growing power of internet and information makes people more aware and demanding. The designers that are convinced about organised convention and workshops aimed at advocating for the course, for example GreenShows at NYC Fashion Week, White Milano, and Eco Fashion Week in Vancouver. There is also number of magazines and websites featuring and promoting ethical fashion like: Eco Fashion World, Six Magazine, and recently the Vogue. Historically, animal skins and fur has been perceived as a symbol of luxury but in the past centuries the exploitation of the industry increased significantly. Nevertheless, campaigns such as ‘Exotic Skins’ and ‘Rather Go Naked’ featuring prominent persons are some of the measures taken to mitigate the problem.

2.5 Ethical aspects in children’s brands

Studies and magazines demonstrated increasing customers care about ‘fashion system’ that is attributable to quality over quantity, traditional craftsmanship, supporting local economies, ecological design systems, cultural diversity, fair labour, building supply chain relationships, satisfying human needs, enhancing communities, and diverse business models. Kering Group, one of the largest luxury groups with brands like Gucci, Bottega Veneta,Saint Laurent, Puma was the first one that put sustainability on the agenda and at the core of its business strategies. Marie- Claire Daveu, Chief Sustainability Officer at Kering Group, in her interview, points that nowadays in order to be successful a company has to adapt and understand a relationship between business and the natural world. In 2015 Kering Group published their first Environmental Profit and Loss Account (EP&L), which distinguished six indicators: greenhouse gas emission, air pollution, water pollution, water consumption, waste disposal, and changes in ecosystem services associated with land use change. That gave a view and helped to understand in which areas they can make more efficient decisions. One of the conclusions of the report was that over 50% of the environmental footprint depends on raw materials for example where and how cotton is grown. Some brands, in order to support fair trade, joined organisations like Asian Floor Wage Alliance, Ethical Trading Initiative, and the Fair Wear Foundation. Similarly, some institutions help to educate designers about ecological and social aspects for example Forum for the Future, London College of Fashion, California College of the Arts while organising workshops and programs about the subject.

2.6 Research gaps

There are gaps in ethical children brands and this dissertation aims to fill them. The positive outcome of the sustainability in the clothing and fashion industry is that a lot of people (even those with low income) can afford those clothes. The negative aspect is the influence on ecology, human rights, and traditional craftsmanship. We can notice the diversity in consumers’ way of thinking. Some of them prefer fast fashion as it is affordable and gives a lot of choice but more and more consumers think of the production process and quality. Broadly, the industry is greatly reliant upon mass production that in turn significantly affects it approach towards sustainability. Studies have extensive highlighted components and approaches taken towards attaining sustainable production cycle including obtaining raw material and manufacturing, little can be shown as a results of the approach but rather evidence of short-termism, cultural approximation, and poor treatment of employees.

Chapter 3: Methodology

Overview

The methodology section will cover the approaches and methods deployed in development of data acquisition processes and subsequent knowledge and inference towards consumers’ perception of attitudes towards brand sustainability. It discusses the philosophical framework observed including the beliefs and values held during formulation of objectives and aims, data collection methods and analysing process. Subsequently, it covers the strategy and methods (quantitative) followed in order to capture all pre-formulated objectives as well as answering research questions. It encompasses the processes used in investigating, exploring, and realising elements of consumers’ views and perception on branding and brand values towards respective sustainability while taking Me Lulu Baby brand as a case study. Moreover, the chapter outlines the sampling process, research population, data analysis strategy, and ethical components observed during data collection, evaluation, analysis, and discussion. Broadly, it presents ways in which the research in correlation of consumer attitudes towards sustainability in ethical branding that include the procedures gathering and transforming obtained data into usable information based on facts and patterns related to research topic.

3.1 Research ideological framework

As defined by Hughes and Sharrock (2016), research philosophical framework outlines the beliefs and perception held in association to the nature of reality under investigation and subsequent knowledge acquired. It takes into account the assumption inherent within the entire research and justification of research core components that include objectives, goals, and choose of research methods and strategy (Flick, 2011; Bryman, & Bell, 2015). Building from Biesta (2010) description of pragmatism research philosophy arguing that concepts are acceptable as relevant only if it has supporting action, the research adopted a perception that underlying concepts of the research are interpretable and take multiple realities. It took both objective and subjective view in representing consumers’ perspective on sustainability towards ethical branding. The paradigm argues on expressing integration of realities and truth of study variables. Ideally, the paradigm gave the study a platform to have a deeper understanding of the market structure and customers’ views on Me Lulu products that include products materials, ecological aspects, and human rights elements during pre-production, productions, and post-production (distribution and selling).

3.2 Research methods and design

The research took a descriptive approach working from general views of consumers’ perception to more specific. Based on Burney (2008) and Gray (2013) claim on deductive research reasoning, this study followed the top-down approach where on the perception of consumers on product sustainability and market in clothing industry taking a case study of Me Lulu Baby brand. The research hypothesised that consumers held strong reservation and attachment with sustainability of products but took limited measures on ensuring maintenance of such during products production and selling processes. Secondly, it perceived that consumers have strong concern of production processes and agents such as rights of sale persons and manufacturing workers as well as source of raw materials. Moreover, both environmental and socio-economic sustainability in clothing industry from consumers’ perspective is on a rise with increasing demand on high responsibility and liability on sourcing and manufacturing of products by Me Lulu Baby Company. Nevertheless, there is prevalence of little effort towards the process of advocating for sustainable process and products in the industry. On the aspects of research methods, quantitative approach was followed is describing research plans and procedures spanning from stepwise and assumptions during data acquisition, analysis, and discussion. As claimed by Brannen (2017) and Bryman (2017), quantitative approaches focus on the measurable aspects of a research that include mathematical and numerical analysis of acquired data. As such, the employing quantitative research allowed developing a descriptive statistical factors such as mean and standard deviation highlighting the attitude, opinion, and behaviours of consumers towards different products and sustainability components. Unlike qualitative approach that tend to produce insightful aspects through capturing thinking and assertions held by individual participants, deploying quantitative research method offered more structured view as well as allowed deriving facts from data that included preferences on fashion trends, differences in beliefs and views held towards sustainable products, and perception towards sustainable materials and process of production. Moreover, building from Johnson and Christensen (2008) and Hopkins (2008) assertion that the approach provides a descriptive data, it allowed this study to capture detailed view of population and consumers assumptions and beliefs towards products sustainability variables as provided by Me Lulu Baby organization. On the negative side, it offered limited insight on consumer interpretation of such variables that include reasons behind offering certain beliefs and view on the products sustainability. This limitation might lead to serious deficiency in development of market strategy because of failure to cater for reasons behind the perception as well as overreliance on p-values (likelihood of result chance) and sample size. Where sample size holds that the inferences made with small population size is as reliable as determining something with a large sample size.

3.3 Data collection

Englander (2012) described data collection as process of acquiring data and subsequently information from relevant sources with intention of finding solution to research problems, answers to pre-set study questions, achieving research objectives, testing hypothesis, or evaluate outcomes. In this case, research employed the use of primary sources through surveying the participants on product sustainability and ethical branding. Consumers of Me Lulu Baby products were surveyed using face-to-face survey by requiring each participant to complete questionnaire. The survey questionnaire comprised of closed-ended questions where respondents were required to complete by marking or providing their personal opinions concerning various components related to products sustainability and ethical branding. Ideally, it was formulated to capture what consumers of Me Lulu Baby products perceive the products sustainability ranging from socio-economic, environmental, and rights (human and animals rights) taking particular concern on product lifecycle, benefits and impacts on socio-economic, rights of workers and raw material producers, sources of raw material (quality and environment friendly raw materials), recyclability of end products (disposal), and usability. Promptly, the use of survey questionnaire ensured the research covered a wider scope obtaining large data on consumers’ perception on fashion systems articulable to quality over quantity, ecological aspects, and workers’ rights within product lifecycle.

3.4 Population sample and sampling process

As stated, the study deployed the use of survey questionnaire aimed at obtaining large data quantity. It surveyed 168 consumers of Me Lulu Baby products questioning on the views on various components of products sustainability and ethical branding. The research ensured the participants were consumers of the organization products or had previously used products from the company. This made ensure the view and beliefs held were in line with or emanated from usage of products, respective quality and raw materials, and product lifecycle. Although it did not have specific requirement on the usage period of respective products, it was keen to emphases on retained consumers (those who did repeated purchase of the products) with anticipation of making grounded assertion concerning company’s products. The potential participants were sampled randomly and in a probabilistic manner (Uprichard, 2013; Sekaran, & Bougie, 2016). The sampled population as representative of the large products consumers were surveyed through questionnaire sending to them through online platforms that include mails.

3.5 Data analysis

Enders (2010) described data analysis as process of applying systematically logical and statistical techniques to evaluate and give meaning to the acquired data. According to Ott and Longnecker (2015), it a process of extracting information comprising of establishment of data set, processing, and using formulated models and frameworks to identify key variables that inform development of evidence-based inferences. In this light, this study employed the use of univariate analysis. It involved categorising the data into subsets such as participants’ concern on workers’ rights, awareness of source of raw materials, and view of usability and performance. The data was grouped in a manner that it captured frequency distribution, grouped data, and percentage and cumulative distribution.

3.6 Ethical consideration

According to Ritchie et al. (2013), research ethical consideration is standards and norms observed while conducting a study particularly a social research. Essentially, it prevents falsifying data or fabrication of information hence enhancing promotion of development of inferences and knowledge concerning given topic truthfully and reliably (Connelly, 2014; Bryman, 2016). As such, all potential participants were informed prior on the scope, duration, and purpose of the study. The participants were require to fill the survey questionnaire anonymous hence not required to sign consent letter and privacy agreement before commencing to completing questionnaire form. Furthermore, relevant authorities such as the university and Me Lulu Baby were notified on the study beforehand detailing purpose, dimension, and duration.

3.7 Reliability and relevance of the study

Fashion industry and in larger perspective clothing industry is among the big industries globally. It significantly depended on human workforce from raw material production to sale services as well as environmentally depended considering products lifecycle. Sustainability in the industry requires focus on four core areas namely extraction process of raw materials, textile production, processing and manufacturing, and disposal. In order to capture such wide scope as well as development a grounded inferences requires taking a quantitative approach and deductive reasoning. Collected data through survey questionnaire offers wide perspective into the study positioning study to understand the market and develop market plan based on findings.

Chapter 4: Findings and Analysis

4.1 Introduction

This chapter consists of the collected data. It presents survey questionnaire as the process employed in acquiring data, the sampling approach and results, and subsequently evaluation and assessment process and obtained data. Notably, the study followed the pragmatic ideological framework hence the findings aligns with subjectivity and objectivity of the participants as well as expressing the data within a realistic and truthfulness paradigm. Primarily, the chapter is sub-sectioned into two parts. The results of primary research are presented in tables and diagrams which clearly illustrate the numbers of answers and respondents in percentage. Lastly, it discusses the findings of the survey in relation with previously conducted research within the organic and ecological products.

4.2. Presentation of primary research findings

Primary research was conducted using quantitative method where an online and face-to-face survey was conducted. Nevertheless, the online data was perceived unreliable due limited or totally lack of measures and systems counterchecking the participants, biasness in collected data attributable to non-randomized distribution channels, and likelihood of respondents not fully engaging with the questions or entire research as well as the use of anonymous survey therefore difficulty in determining the respondents. Due to the fact that results of the online survey were not very reliable, the results of the online surveys are not described in this chapter. Me Lulu Baby brand’s distributor for Poland is a medical company, which among other services offers Ultrasound examination for babies (twice a week). Prepared surveys were conducted among mothers who come for medical examination with babies. The surveys were conducted during 8 weeks period and 168 surveys were filled. Extensively, all the respondents are mothers who are customers of the company hence enhancing the quality and reliability of the findings. Furthermore, due to the fact that mothers of newborn babies are very busy and often distracted, the survey contained only essential and highly efficient questions. Answers for those questions gave maximum results, showing knowledge, attitudes, and intentions. In the first part of the chapter, it covers the analysis of data collected from survey about organic cotton. Largely, it is strictly about organic cotton and the questions aimed to examine customers’ knowledge about organic cotton. Whereas, the second subsection, outlines the data and analysis of survey on organic and ecologic products as produced by Me Lulu for babies. Within this second subsection, it contains questions about customers’ attitudes towards sustainability and this part aims to examine their attitudes and if independently to their knowledge are they willing to find out more and try organic products.

4.3 Part One: Survey about Organic Cotton

Participants’ awareness of organic cotton

Observably from the table above, majority of the research participants (72 a representation on 42.9%) indicate being aware of the prevalence of organic cotton but cannot differentiate the products with organic cotton. The participants who pointed having clear knowledge including difference of the organic cotton were 60 individuals representing 35.7%. Only 24.4% of the respondents claiming having no idea on this cotton type, indicates positive direction towards healthy and approaches towards lessening the implication methods and materials on eco-system. Given that the organic products use no or very little toxins in pesticides, herbicides, insecticides, or genetically modified organisms that are harmful farmers, factory workers, consumers, and other environment elements. Additionally, those who were not aware about organic cotton but willing to learning double those indicating reservation towards to the organic cotton as cloth raw materials. The chart below shows visual distribution of participants’ awareness of the organic cotton.

Knowledge of production of traditional cotton

The answers for on knowing ways in which traditional cotton is produced question show that 65% of respondents are aware of how traditional cotton is obtained. In addition, 21% of the potential customers do realise that chemicals and other harmful substances are used in the process and 36% of respondents know that it might be not ethical. 29% of the potential customers do not know how traditional cotton is produced and 14% decided that it does not matter how the traditional cotton is produced. The final conclusion is that more that 60% respondents to the question are aware in some way and they need to be reminded or given more information and 33% of potential customers need to be fully educated about the risk factors in traditional cotton and convinced that it is an important issue. Using the visual representation of the participants responses (figure 2 below), it is evident that huge gap of prevalence of awareness implication of using chemicals during production particularly on infringement of human rights. Similarly, at 29%, those who are not aware of ways and materials including usage of toxins during production of traditional cotton shows considerable gap of awareness on sources of product raw materials.

Awareness of organic cotton not using chemicals that might affect baby health

The results for the above question present the same number of different answers. From the table above, 71% of the respondents (120) are aware that organic cotton is free from pesticides and chemical substance but only half of them (36%) often choose organic cotton. 14% of asked mothers do not know that organic cotton is produced without use of any chemicals that have negative impact on baby’s skin and 14% decided that it does not matter. Therefore it is advice to encourage and educate more 72% of respondents by exposing them on marketing campaign and reminding about importance or organic cotton. Using the above findings, it is clear that 28% of respondents should be fully educated on production process of and there is still a chance that with appropriate knowledge they choose organic cotton.

Awareness of sensitivity and proneness of baby’s skin to harmful chemicals maganized in traditional cotton

Observably, the above table shows considerably high number of respondents (92.9%) on effects held by chemicals found in traditional cotton to the heath of a baby. Although only 7.1% (12 respondents) stating not being aware of danger posed chemicals used during production of traditional cotton to the health of babies, this in a larger scale can be significant to general population considering that 7 in every 100 babies are in danger of such chemical-related health complication.

From above data and chart, the responses to the question clearly show that the majority of the potential customers are aware that baby’s skin is sensitive, a few times thinner that the adult’s skin and prone to harmful chemicals. Nevertheless, it does not indicate the outcome of the knowledge. They are aware of the problem but it does not mean that they are aware of the solutions.

Learning about organic cotton and organic products

The answers for that question show that majority of people are interested in finding out about sustainability aspects and try organic products. Using the above table, 116 respondents representing 69% of participants indicated openness to learning and being aware of production process and subsequent benefits of using organic products ranging from healthcare of the user, farmers exposure to harmful chemicals, and environmental effects. Those answers demonstrate positive attitude towards organic cotton.

Nevertheless, 52 respondents (31%) stated they are not willing to learn about the organic cottons and its respective products outline a worrying trend. A strategy is required structured in manner it will buy in those with no interest of the organic cotton and products to learn about their respective benefits.

Part 2: Survey about organic and ecological products for babies

Comparison of clothes and toys made of ecological materials with those traditional produced

From the table above, the answers for that question on whether the participants believe there is difference between ecological and traditions materials where the former are better for a baby showed that majority of people (82%) think that clothes and toys made of ecological materials are better for baby. Although 32% of these people were absolutely sure about it and 50% assumes that sustainable products are better in comparison to those produced from traditional raw materials. On the other hand, 14% of people who respondent to the question expressed doubts stating that organic and ecological products are rather not better than traditional products and 4% of the respondents were absolutely sure that ecologically produced products are not better. As can be visualized below, the indication points to that considerably high percentage of people have positive attitudes towards organic clothes and toys which is a positive a factor that convince them to use or buy this sustainable products.

Checking source of children product while buying

From the table and chart above, significantly high portion of the participants indicated taking precautionary measures to check the sources of baby products while buying. Although 29% stating always checking source beforehand, this concern on products source sets a positive purview towards developing a quality and sustainable products. Educating the consumers through campaigns on the producers who observe strictly the safety of the consumer (baby) and produces quality products will ultimately reduce any health related problems. Conversely, only 1.6% stating not checking the product source while 5.9% (10 respondents) perceive it having less importance.

Consumers checking whether the products production align to human rights

Using the above data, 21% of the participants indicated always checking whether producers of the products observed human rights during production. Whereas, 36% noted to sometime check. Nevertheless, more than 33% of respondents to the questions stating neither checking nor has little if no effect to them. Given the severity of human rights violation in clothing and fashion industry, these findings indicate a worrying trends with a third not concern with promotion of human rights within the industry.

Paying more for organic and ecological products

Furthermore, the research inquired whether consumers should pay more for products (clothes and toys) made from organic and ecological materials. The table below shows participants responses to the question

It is evident from the answers to that question show that majority of people are willing to pay more for products that are organic. The responses also can be used to determine and revise prices for the products because only 11% of the potential customers are willing to pay more no matter what the difference in price is. Majority of the customers (43%) are willing to pay more if the price is not higher than 20% and 23% of the customers are willing to pay more if the price is not higher than 50%. However, 23% of the customers are not willing to pay more for organic products. These demonstrate the influence held by pricing on consumers purchase and usage of organically produced products acting as a significant driving force in the industry.

Discounting and incentives (returning) as encouragement to buying organic products

With 71% of the participants indicating setting a policy where one can return old clothes in exchange with similar organic cotton encourages them to buy new organic products. Despite nearly half of those with these perception stating that they will definitely take the opportunity, design these discount and incentives in a manner that attacks in terms of money value or coupons is fundamental to entire process. More so, given that only one participant claimed definitely will be discouraged by the initiative while 28% holding near neutrality of being influenced by discount strategy, it shows such approaches can significantly influence positively buying and usage of organic products. Ideally, these findings reflect the new idea of making the brand even more sustainable. It is grounded on the fact that babies grow very fast requiring regular change new and bigger clothes and toys.

4.5. Discussion

Before entering to the Poland market, minor primary research was conducted to examine if there is interest in organic and ecological products for babies. Based on the findings of this research, it evident that the results are not specific enough with many disjointed gaps organic products availability and consumers’ willingness or capability to buy organic clothes and toys. The findings indicate that people were interested in organic products but there was no data about how much more are they willing to pay or what would convince them to choose organic. Particularly, developing strategies and approaches such as discounts or organic products-return incentives aimed encouraging consumers to buy new organic products (clothes and toys) demonstrated the influence held by such methods on perception and attitudes towards the products. It gives an overview for potential customers’ knowledge and attitudes. Participants clearly have positive attitude shown by correlation in responses to different questions but it indicated misalignment in knowledge where it not complete and having some concerns. Importance of product prices on consumers’ perception and buying was found to greatly interconnect. From the findings, it is very important that at this stage price issue was clearly stated. According to the data, people are not willing to pay more than 50% more for organic products and they would be more willing to do that if the price was only 20% higher than a price of traditional product. As such, one can argue that it is necessary to adjust the prices and to educate people more so they can fully understand all the benefits from organic cotton and maybe that would modify their opinion and make them willing to pay even price higher that 50%. The literature on sustainable fashion presents that people are becoming more aware of ecological issue and their attitude is shifting to more positive towards the products. According to Oroian et al. (2017), consumers are more concern with health issues and sustainability of the organic products that include the clothes and food products. Research conducted by Chen (2007) and Yeon Kim and Chung (2011) demonstrated similar outcome arguing that are primarily concerned with health and environmental aspects in the in organic food industry. Although organic food and clothing industries are different, the consumers in both field share a common aspects on predominantly the environmental and producers (farmers and workers in industrial setting). Study on environmental sustainability in fashion industry done by Caniato et al. (2012) found that adopting green practices by both the consumers and business entities requires devoted attention on various sustainability components that include raw materials, manufacturing, processing, and supply process. According to Gam et al. (2010), it greatly dependent on consumers’ willingness to purchase the organic products. Findings from various studies in line with those found by this research where price, product characteristics, and incentives play a key role in consumers’ selection of organic products (Gam et al., 2010; Chan, and Wong, 2012; Annunziata et al., 2011). Despite increasing research in the field relating to influencing components towards sustainable clothing and fashion industry, there are still voices stating that organic or ecological products can be boring and not very fashionable. That is a valuable tip for designers and brands’ owners to work on original and interesting products while making it sustainable. There is also a gap in the available literature. There are no accessible sources about attitudes of mothers and pregnant women towards sustainable organic and ecological products for baby in Poland. Presented research gives an overview for knowledge and attitudes and can be used.

Chapter 5: Validation

5.1 Research reflections

The aim of this study was to evaluate Me Lulu Baby brand (with all its sustainable aspects) position in Poland, analyse situation of sustainability on the market in order to contribute into the field (theoretical aim) and create a successful marketing plan for the brand (practical aim). It surveyed 168 participants (costumers of the organization) asking questions range from their view of organic and traditions products to willingness to pay more for organic clothing products. The findings of this face-to-face survey questionnaire indicated customers’ knowledge on the organic products is limited but their attitudes towards sustainability in children’s products are rather positive. Nevertheless, participants expressed negative perception towards the organic products and sustainability process in clothing industry. The findings indicate that this negative attitudes are largely attributable to lack of knowledge on sustainability, effects of traditional raw materials to consumer health and environment, and ways in which human rights are infringed during production and manufacturing. Therefore, developing a strategy aimed at educating customers on such elements projects more positive attitude and view on sustainability. Evidently, people are aware of organic cotton but they do not always know the difference between traditional and organic cotton. This demonstrates limited knowledge on the clothing and fashion industry by consumers and potential customers. The findings found prevalence of trends and it is often mentioned that organic cotton is better especially for babies but most potential customers have limited knowledge or facts on ways in which it is produced as well as necessary documentation and certificates before processing and manufacturing organic products. In addition, people do not realise full benefits that come from choosing sustainable products. Findings from this studies correlate with those found in previous studies pointing awareness on children’s skin sensitivity to various components is not a new concept but rather understand that babies’ skin is very sensitive it is thinner than adults’ skin absorbing harmful substances very easily. However, not many people realise that organic cotton is significantly better for the skin. They do not look for solution to prevent babies’ skin from being irritated or infected. Majority, however, express willingness to learn about organic cotton and its benefits. From the findings, it evident that the source of raw materials and manufacturing and processing location of the clothing products as well as whether these products were made with respect for human rights are not a very important factors for customers in Poland. As stated before, it might be caused by the fact that most consumers do not realise the severity in which human right have been infringed during production of raw materials, processing in industries, and distribution. Building from the findings, few people conceptualise the production process including raw materials, chemicals, and labour required of producing tradition cotton. Notably, due to competition and its rapid change, organizations and farmers in the industry extensively seek for cheaper raw materials and labour force that results in use children labour, unconducive working conditions, poor pay, and use of unconventional techniques during farming and processing of raw materials. Similarly, the attitudes towards purchase decision vary. The findings links this varying attitudes to understands and knowledge held on entire products cycle ranging from farming process of cotton (raw material), processing, and distributions process. Numerous strategies have been forwarded on ways of enhancing such attitudes towards organic products as approach of advancing sustainability in the field, but running educational programs designed to point out the products life-cycle including the challenges faced in the field. As pointed by participants, products pricing play a core role in the entire process. Majority of people are willing to pay 20% and maximum 50% more for organic products. In this light, one can argue that making the brand more sustainable and offering an opportunity to exchange used products for a discount coupon to buy bigger size would will ultimately acts as encouragement and huge step towards attaining sustainable industry. Used clothes could be sold in second hand or donated for charity or recycled. More specifically, the following objectives acted as guideline driving the entire research process.

To critically analyse to gain deep understanding of sustainability in the clothing and fashion industry

Sustainability aspects were broadly examined and described. This is a very overall issue since sustainability in fashion covers ecological and social aspects consisting of such element as human rights, use of toxic chemicals, working conditions, and underage workforces, highlight comprehensively the variables and it respective interlink raise difficulty because of wide dimension of the industry. In practice, this implies continuous work to improve all stages of the product’s life cycle, from design, raw material production, manufacturing, transport, storage, marketing and final sale, to use, reuse, repair, remake, and recycling of the product and its components. From an environmental perspective, the aim should be to minimize any undesirable environmental effect of the product’s life cycle by:

Ensuring efficient and careful use of natural resources (water, energy, land, soil, animals, plants, biodiversity, ecosystems, el cetera); Selecting renewable energy sources (wind, solar, el cetera) at every stage, Maximizing repair, remake, reuse, and recycling of the product and its components. Critically review concepts, theories, and practices as outline by previous studies in sustainable fashion

The areas of theory and practice were covered by this dissertation. The subject was specified therefore not the whole issue of sustainability was examined but it is evident that concept of consumers attitudes and perception towards products is significantly influenced by numerous elements that include gender, education levels, income, beliefs and values held, geographical location, and occupation. Recent shift in focus towards CSR has led to innovativeness in the fashion and clothing industry adopting such strategies focused on people, planet, and profit (3P model). Human rights, working condition, and environmentally friendly techniques have become fundamental to most organizations in industry.

To deeply examine and outline market and consumers attitude on sustainable children wear in Poland

This was one of the most important objectives and it contributes a lot to the practice. Customers’ attitudes and how to examine them and use the data in practice was described in chapter two. It gives an overview for the fact that attitude and perception of consumers towards a product, an organization, or entire industry have a significant influence on their respective buying and marketing the product through word of mouth.

To appraise critically collected data and create digital marketing strategy for Me Lulu Baby in Poland

The above mentioned objectives and their results can easily be implemented into digital marketing plan as in depth probe into concepts of sustainability and core variables within the field ac t driving concept in drawing strategies of entry and growth in the Poland market. For instance, consumers have limited knowledge of the product lifecycle (raw materials, manufacturing, and distribution), little grasp of core elements affecting the products, and workers and consumer health concerns associable to the traditional and organic products. Hence, developing a digital market plan, these variables played a core role.

5.2 Contribution of the research to Me Lulu baby brand

The main practical aim of this dissertation was to provide quality data and recommendations for Me Lulu Baby. Findings of this research were implemented into digital marketing plan and will be used by the brand to strengthen its position. Digital marketing plan contains a full analysis of the situation and proposes innovative and highly efficient solutions. As such, the research aided in developing steps for achieving strong digital position described in digital marketing plan and other documents. Basing on this research, one can have a deep purview of influence held by different variables such socio-economic and environmental aspects in the industry on general sustainability and growth. For instance, product prices have significant influence on consumer buying and view of the product. Therefore, in addition to advancing consumer knowledge within the field, it is necessary to restructure product pricing. As stated within this research, consumer hold reservation in paying more for organic products with some indicating only up to 50% difference but has to be justifiable by quality and health benefits.

5.3 Limitation and recommendation

Different kinds of surveys that include online and face-to-face survey were conducted and the final decision to analyse face-to-face surveys was based on a fact that online surveys had mixed results and it gave an impression that some of the respondents did not really read the questions. Also, it was not clearly stated who took part in the survey as both of the surveys were anonymous. Face-to-face survey was conducted among mothers which gave 100% good quality data. Although this research was carefully prepared, there are limitations and shortcomings. First of all, the research was conducted in the city Zielona Gora and gives an overview for customers’ attitudes in this particular city (medium size) in Poland. It is recommended to conduct this research with the same research questions in different cities in Poland and compare the results. Second, the population of the experimental group is small, only 168 people which is not a very big number. Third, it has to be taken into regard that some of the respondents were not fully focused on reading the questions and some of them did not understand the questions therefore around 10% of the results should be deemed as not precise.

5.4 Recommendation

Me Lulu Baby brand is new in the market and no professional marketing campaign has been conducted. The findings of the research were implemented into marketing campaign but limited data from previous campaigns acts as limiting factor. It is also highly recommended to conduct research on a regular basis by creating surveys, organising meetings with potential customers and conducting interviews. Knowledge is the power and in order to succeed the brand’s management should have knowledge about the customers’ attitudes and how they change.

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