Marketing Assignment

BRANDIX COPORATE CAMPUS
APPAREL MARKETING
ASSIGNMENT
TITLE OF COURCE: COLLAGE DIPLOMA IN CLOTHING

TECHNOLOGY & MANAGEMENT
NAME: HIMASHA DEVINDI SAMARANAYAKA
MALWATHTHAGE
NIC: 200082202970
BATCH NO: DIP31
LECTURER: Ms. ADILA RAZEEN
How the Macro Environmental Forces can impact the Sri Lankan Apparel Industry
The macro-environment refers to all forces that are part of the larger society and affect the micro-
environment. Factors affecting organization in Macro environment are known as PESTEL that is,
Economical, Social, Technological, Environmental and Legal.
 Political & Legal Forces

 These include government policy, political stability or instability, foreign trade policy, tax
policy, labor law, environmental law, trade limits and so on .This involves laws, government
agencies and pressure groups. These affect organizations and individuals in a society.
Marketing decisions therefore have a profound effect on developments in the political
environment.
 There are a number of political factors that affect the apparel industry. The industry has
been repeatedly impacted by issues such as labor rights and child labor laws. Workers in
garment factories picket their employers, especially if their wages or medical benefits are
less advantageous than workers in comparable industries. This cause retailers to be late to
pick up spring or fall fashions on time. This cause delays for retailers in getting spring or fall
fashions on time. If an organization trades globally this becomes a very tricky area to get
right as Sri Lanka country has its own set of rules and regulations.
 Economical Forces
Economic factors include economic growth, interest rates, exchange rates, inflation, consumer disposable
income, and employment. The effect of some of the economic factors on fashion industry is summarized
below.
 Disposable Income and Employment: Increase in disposable income of households was

seen in Sri Lanka. This implies that consumers have more money to buy clothes. Total sales
of fashion companies. In this trend, the number of people who have to buy fashion clothes
due to unemployment may be less but those who are employed can spend more on
products due to high disposable income. As an alternative to higher profits, fashion
companies can increase prices by improving the quality of their products.
 Growth in the Global Economy: The global women's apparel market is expected to grow by
50% and as a result Sri Lanka has more opportunities to internationalize the apparel brand.
 Raw materials and labor costs: Raw materials such as oil and water are in short supply. As a
result, the cost of garment production is rising. The decline in the manufacturing industry
has reduced skilled labor and made it more expensive, which could threaten the
competitiveness of the garment industry.
2
 Social Forces
 Socio-cultural forces are associated with factors that influence the basic values, preferences,
and behaviors of a society. The basis for these factors is that people are part of a society and
cultural group that shapes their beliefs and values.
 These factors include population growth, age distribution, healthcare, and professional
attitudes. These factors are of particular interest as they have a direct impact on how
consumers perceive the fashion industry. The apparel industry is one of the most vulnerable
industries under the influence of socio-cultural trends. However, new or more flexible
current fashion can open up an opportunity for retailers. They can focus on more mature
customers and offer suitable sizes and simple designs with quality durable material. This
may lead to more consumer interest in the materials used, their origins and processing
methods, which require more transparency and accountability for fashion companies. In this
regard, more and more customers are supporting the sustainable and ethical activities of
'green' paddy companies. Adolescents and young adults' fashion tastes and tendencies are
very diverse and volatile today and are influenced by celebrities and the media. However,
the media is not only spreading the word to consumers, but also raising awareness of fraud
and negative propaganda about the use of bad corporate social responsibility (CSR)
practices, such as child labor, sweat shops or inhumane working conditions. As a result,
changes in consumer behavior and attitudes toward fashion companies increase demand for
more reporting activity and audit processes on labor conditions and wages to ensure better
care for workers.
 Technological Forces
 The apparel industry has always been subject to technological change and has had an
impact on the way garment products are manufactured, supplied and delivered to
consumers. The emergence of the Internet and improvements in communication
technologies have facilitated the flow of information on new trends and brands from the
consumer to the retailer, allowing companies to respond more quickly to the latest market
impulses. This development has increased consumer demand as the media is constantly
updated on the latest fashion trends. There is a similar improvement in the exchange of
knowledge and interaction between retailers, wholesalers and manufacturers, who benefit
from more efficient distribution and communication channels. Low cost advertising and
marketing options for are on the rise. Innovations such as matrix coding, product
development and online shopping make fashion determination and purchasing easier and
more convenient for consumers. Despite technological advances, the apparel industry
remains labor intensive with limited automation due to constant design, changes in fabrics
and demand.
3
 Environmental Forces
 They have become important because of the carbon footprint targets set by governments to
reduce raw material shortages, pollution, health, and climate change, and to conduct
business in an ethically and socially responsible manner. Within the environmental
dimension of the pastel frame can be observed several trends that can have an impact on
the apparel industry. First, climate change and global warming may pose serious challenges
to fashion companies in the future. Events such as droughts and floods are often
unpredictable and can damage cotton growth and the maintenance of production facilities.
The apparel industry should be particularly aware of such environmental risks and raise
awareness of environmental risks among production units and workers. In addition, in order
to resist and mitigate the effects of changing climate, stakeholders are pressuring fashion
companies to reduce their carbon footprint and incorporate eco-friendly practices with their
entire supply chain. It is a critical debate on the recent and future problem of environmental
pollution caused by supply chain activities in the garment industry. Fashion puts a huge
environmental footprint along its supply chain and life cycle. For example, growing non-
organic cotton requires large amounts of chemicals, water, and pesticides, which can harm
human health and have a significant long-term impact on the environment. In addition,
over-consumption in the fast-paced fashion world causes a large amount of waste disposal
problems.

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BRANDIX COPORATE CAMPUS

TITLE OF COURCE: COLLAGE DIPLOMA IN CLOTHING

 Political & Legal Forces

 Disposable Income and Employment: Increase in disposable income of households was

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