Proposed Contributions

The textile and fashion industry are one of the most competitive market as there are a large
variety of organisations and brands offering the same type of product. This research showing
what factors affects customer choice could provide solutions and ideas to businesses in the
fashion industry of how to maximise revenues and profit, and to be able to increase growth
and success.
Organisations are intensively searching for innovative solutions to face the rough competion
in the fashion industry. By considering the fact that purchase options facilities are one the
factors that affects the customers’ buying choice, therefore one of the proposed contributions
is to provide online store outlet linked to the company’s social media account where
consumers could make their shopping online by clicking on the link through their social
media account such as Facebook or Instagram, on their free time so that there is no need for
displacement and they could do their shopping online. This could be an innovative
contribution to the business as nowadays mostly every person has a social media account and
the targeted audience are mostly millennials which prefer online shopping. This would
generate more customers that is more sales and having a competitive advantage against rivals.
Moreover, secure and range pf online payment facilities should be provided such as Internet
banking or PayPal services or credit cards, and also mobile banking such as Juice or My.T
money where consumers can make payments through their phone bills. By this proposed
contribution, customers would have a greater range of payment facilities and they could
choose how they would find it easier to pay. Therefore, this would lead to customer
satisfaction and customer loyalty. This would generate more revenues and sales and lead to
the company having a competitive advantage against its rivals.
Another proposed contribution by considering the factors that affecting consumer choice
would also be connected to proposing online shopping but with more innovation and the use
of high advanced technology that is Augmented reality(AR) within the online store where
consumers would be able to make trial of clothes just be uploading a full picture of them on
the website and then clicking on clothes that they are interested. Hence, the clothes clicked on
would appear on them on their picture just as it would have been if someone would have
gone trying clothes in the changing room in stores.
This proposed contribution could be a great advantage as nowadays people do not have time
to go shopping and trying on clothes to see if it suits them or not, they are mostly busy,
therefore having this advanced technology would positively impact the choice of customers
and the company will gain popularity and goodwill. This would differentiate the company
from its rivals thus lead to growth and success and being an innovative company.