Isthe focus on ethical products and production an effective strategyfor fashion brands?

Fashionis a competitive industry as it has many established competitorsseeking to capitalize on the market. However, some of the brands riseto the top for a short period and then disappear from the prominentbrands after a short time. Customers expect a brand fulfill givenspecifications if it has to dominate in the market for a long time.The purpose of this research would be evaluating whether ethicalproducts and production is an effective technique for fashion brandsto achieve long-term market dominance.


a)To investigate the effect of giving customers accurate informationconcerning brands

b)To understand the result of supplying products that comply with theset standards

c)To deduce benefits of moral responsibility when manufacturing andmarketing brands and long term market dominance


Accordingto Pithers (2014, p.1), the UK fashion industry is worth over £26billion. Apparently, the market has grown by 22% since 2009 when itwas worth £21 billion. Besides, the industry provides jobs for797,000 people, which Oxford economics researchers claimed it was a3% decrease (Pithers, 2014, p.1). Before the internet invention,customers mainly relied on manufacturers’ information when makingdecisions. For example, the manufacturers could easily convincecustomers that given fashion was trending worldwide or the pricesthey were offering at their brick and mortar stores were the mostcompetitive in a given country. Nonetheless, Langford (2000) assertsthat the internet age has overhauled information dissemination ascustomers can easily acquire information concerning a given brandfrom other users or informed customers. As a result, ethical productsand production determine satisfaction of customers Langford, 2000, p.54). For example, manufacturers should make products using permittedraw materials. In the recent past, customers have shown tendency touse green products because they are eco-friendly and have lowerchances of causing infections. Previous studies indicate that fashionbrands renowned with manufacturing reliable and trendy fashionproducts have dominated the market for years. It is also apparentthat many fashion products target the youth as they are focused ondecency and being time conscience. However, studies are still ongoingto determine whether persons over fifty years are a viable market ifmanufacturers can make ethical brands tailored to suit their needs(Carrigan et al., 2004). In my view, the elderly have high disposableincome and are even willing to pay higher prices as long as they canget ethical fashion brands.


Thisresearch will use a Meta-Analysis research approach. I will collectseveral previous studies conducted by independent researchersregarding the effect of focus on ethical products and production onfashion brands and then use deductive method to establish theinfluence ethics in production of fashion products. To enhance thevalidity of the outcome, only qualitative studies conducted with thelast five years shall be evaluated (Khan, 2011, p. 47).

Meta-analysisis an effective method as a researcher deduces facts from severalstudies conducted previously on a given field. On the other hand, Iwill improve reliability of the research by ensuring that to usepeer-reviewed studies concerning the effect of ethical products andproduction for fashion brands. I will also ensure to use studiespublished by reliable authors and fact-based sources such asgovernment websites. I will achieve generalizability through applyingquantitative research technique (Khan, 2011, p. 21). The approachoffers a convenient method for generalizing results acquired fromnumerous sources.

Lastly,I am expecting to face the challenge of accessing peer-reviewedstudies on ethical products and production for fashion brands. Thisis because most authors apply for copyright that restricts otherpeople from using their information. However, I will solve thisproblem through purchasing the rights for using the information theyhave created (Khan, 2011, p. 11). Furthermore, I expect to run intothe problem of acquiring biased results, but I will strictly adhereto the findings in order to avoid introducing hypothetical figures.


Carrigan,M.. Szmigin, I., Wright, J. (2004). “Shopping for a better world?An interpretive study of the potential for ethical consumption withinthe older market.” TheJournal of Consumer Marketing,21(6). ABI/INFORM Globalpg. 401-418.

LANGFORD,D. (2000). Internetethics.New York, St. Martin`s Press.

Pithers,E. (2014, February 14). London Fashion Week: Fashion industry worth£26 billion to UK economy. The Telegraph. Web. Retrieved on November28, 2014 from

KHAN,J. A. (2011). Researchmethodology.New Delhi, APH Publishing Corporation.