Strategic Fashion Management Assignment Sample

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Chapter 1: Introduction to Strategic Fashion Management Assignment

Background

Brand transparency is the extent to which an organization maintains openness, honesty, and accessible communication with all its internal and external stakeholders (Yang and Battocchio, 2021). Brand transparency can be maintained by providing accurate information regarding corporate practices, offering evidence of products, and clearly describing the purpose of the brand. It is a crucial requirement for every organization, as it helps in gaining consumers’ trust and contributes to retaining customers over a long period. It has been identified that 89% of consumers believe that accepting a firm’s mistakes and being transparent about the steps taken to resolve issues helps in gaining overall trust and confidence (Role of Brand Transparency, 2024). Furthermore, maintaining transparency in social media marketing supports trust-building, which ultimately enhances overall sales—an aspect often discussed in Online Assignment Help UK resources for marketing students. Additionally, 94% of consumers aim to maintain long-term relationships with organizations that focus on transparency in their marketing activities (Significance of Brand Transparency, 2025). This highlights that brand transparency plays a key role in fostering long-lasting customer relationships and building strong brand loyalty.

Strategic Fashion Management Assignment Sample

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Michael White 9 Years | PhD

Brand transparency also plays a crucial role in sustaining competitive edge in the industry which help organization in enhancing their overall profitability and also support in easily launching new product and services. Moreover, brand transparency contributes towards word of mouth marketing as consumer generally shares their positive experience with all their family members and friend which ultimately result in higher profitability. Beside this, brand transparency also play a crucial role in promoting employees engagement and happiness leading to managing overall firm’s cost and profitability status. Higher employees’ engagement helps organization in taking adequate decision and also support in boosting their overall productivity and thereby offering optimum service to customers. Along with this, Brand transparency also support in driving integrity by clearly establishing ground’s rules processes, values and policies leading to managing overall integrity.

Brand transparency has been divided into three crucial dimensions that includes delivery brand message, value creation and disclose intentionality. Marks and Spencer (M&S) is the British multinational retailer of London which was established in year 1884 by Michael Marks and Thomas Spencer. The firm offers wide ranges of product that includes clothing, home product, food product and beauty products. Business entity operates in diverse brand that includes autographs, M&S baking, M&S energy, Good move, Jaeger, Per Una, Rosie and boutiques. In year 2024, firm is earning annual revenue of 13040.1 million pound and provide employment to over 74297 workers across globe (Description of M&S, 2025). M&S has a market share of 10% in fashion industry which indicates high growth opportunity of business entity. Brand perception implies to believe and assumption regarding a product and services in the mind of the customers.

It is very critical to sustain a positive image in the consumer’s mindset as it eventually impact on overall goodwill and reputation of the business entity. Brand perception plays a crucial role in influencing consumer‘s overall buying decision and shaping market success. Brand perception is impacted by large number of factors that includes advertisement, consumer experiences, brand association, online reviews, partnership, social media presences and many more. Consumer trust implies to the faith and confidence of customer within the business entity. This indicates individual’s confident that firm will deliver to its commitment, operate with integrity and act in their best interests. Further, development of customer’s trust is not a one time process rather it is an ongoing process that emphasis over consistency and ability of firm in fulfilling their needs. The current report is based on evaluating the impact of brand transparency in maintaining customer trust and loyalty within UK’s fashion industry.

Aims and objective

Aims

The aim behind conducting current study is to evaluate the impact of brand transparency on the perceived brand authenticity and consumer trust within M&S.

Objective

• To evaluate the effect of clarity and consistency in brand communication on perceived brand authenticity
• To examine the relationship between the alignment of band claim and actions and consumer trust within UK’s fashion industry.
• To assess the accessibility of sustainability information impact on consumer trust and perceived brand authenticity within M&S.
• To suggest competent strategies to M&S manager for maintaining brand transparency and authenticity.

Research question

• Q1. What is the impact of consisting and clarity in brand communication?
• Q2. What is effect on consumer trust due to alignment with brand claims and actions?
• Q3. What is the influence of sustainability information in managing brand authenticity?

Rationale

The current report is based on evaluating the influence of brand transparency in maintaining consumer’s perceived authenticity and trust within UK’s fashion industry. Consumer’s trust is the most crucial requirement of each organization as it helps in retaining them for longer time period leading to increasing overall profitability of the business entity. Moreover, it has been identified that customer’s trust is hugely impacted by large number of factors such as communication, brand reputation, security assurance and transparency. In the current time, each customer aims at identifying accurate information regarding firm’s product based on which purchase decision are taken.

Beside this consumer‘s perception is highly impacted by the information that are provided on the digital platform which require firm to maintain overall transparency (Cambier and Poncin, 2020). Along with this, it is worth noting that introduction of social media platform has shifted consumer’s preference over communicating with company and review their claims before making any decision. Inaccurate information regarding firm’s product and services could result in negatively impacting on customer’s trust that eventually end up losing large number of customers. So, it is very significant to determine the impact of brand transparency on overall consumer’s perception and trust as it influences working of business entity. In this context, thematic analysis will be used to shed light on the change in consumer’s trust and confidence level due to brand transparency.

References

Books and Journals

• Cambier, F., & Poncin, I. (2020). Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 109, 260-270.
• Yang, J., & Battocchio, A. F. (2021). Effects of transparent brand communication on perceived brand authenticity and consumer responses. Journal of Product & Brand Management, 30(8), 1176-1193.

Online

• Description of M&S. 2025. Online. Available through: < https://corporate.marksandspencer.com/about-us>
• Role of brand transparency. 2024. Online. Available through: < https://resources.latana.com/post/brand-transparency>
• Significance of Brand transparency. 2025. Online. Available through: < https://resources.latana.com/post/brand-transparency/>