You are on page 1of 8

Research Proposal

‘Major A’

Chantelle Monitto
S3334105

Table of Contents

2 Proposed Research Design…………………………………………………………24 7.19 6.33 Abstract 2 . Reference List…………………………………………………………………………. Framework……………………………………………………………………………. Gantt Chart & Budget…………………………………………………………………26 8.7 4. 2. Research Aim & Objectives…………………………………………………………. Literature Review………………………………………………………………………8 5.21 6..1 Research Concepts………………………………………………………………….30 9. Appendices……………………………………………………………………………. Introduction & Rationale………………………………………………………………5 3..Abstract…………………………………………………………………………………3 1.4 ... Title…………………………………………………………………………………….

what they are looking for when purchasing and where they are looking and External factors influencing change. including the advancement of technology and the changing consumers. 1. The proposal investigates information for retailers about consumer preferences. the evolving digital era. This will help them maintain a competitive advantage amongst the many international retailers now saturated in the Australian market. This information will deliver Australian fashion brands with vital information for business model innovation.The purpose of the research proposal is to determine an innovative business model for Australian fashion businesses based upon consumer preferences for Omnichannel platforms. The gathered data provides vital information for fashion brands to implement into their business models and assist in the improvement of their functionality. and what they are demanding. and assist in improving and growing the brand successfully. What are you demanding so much from Australian fashion retailers? 3 . The research has been conducted in a literature review by sourcing secondary data from books. articles and databases to discover information about major influences on the drive for business model innovation. the affects of major fast fashion retailers entering the Australian market. who are taking market share from the Australian retailers. The gathered data will most benefit to start up businesses and existing Australian fashion brands for exactly what the market needs to maximise the businesses processes. The key areas researched are the characteristics of traditional business model and how it is changing.

2. Introduction & Rationale 4 .

2011) The Australian fashion industry is in the maturity phase and currently on the decline. The retail environment is constantly demanding change because of the evolving external environment of things such as technology. and intense competition” (Sorescu. In order for Australian fashion brands to maintain presence in the market they are being urged to innovate. For the Australian retail sector to improve and stay float fashion brands need to develop successful omni-channels to maintain competitive advantage. escalating customer expectations.” The influence of technology and its involvement with the online shopping platform is also causing 5 . “Innovations in business models are increasingly critical for building sustainable advantage in a marketplace defined by unrelenting change. The second objective is to analyse consumers omni-channel preferences to determine what consumers are demanding and thirdly to evaluate the primary data collected of consumers and industry experts. Stated by Craik (2014). changing consumer expectations and also the pressures of globalisation. “Major changes in the retailing environment with the shift towards omni-channeling (or seamless retailing) means increasing competition with overseas retailers that has exacerbated declining profit margins while the cost of maintaining physical stores has created a crisis in Australian fashion retailing. and identify key factors from the questions that provide beneficial information for Australian brands to incorporate in their innovative business models. and the decline in sales is partially because it is struggling to keep up with the growing amounts of international competitors entering the market place who are taking market share. This information is vital for Australian fashion businesses as they are much slower to react to trends and Australian brands are suffering from this. The objectives are to identify the nature of traditional business models and the impact of digital and international competition and changing consumer preferences in the Australian fashion market.The purpose of the research proposal is to determine an innovative business model for Australian fashion businesses upon consumer preferences for omni-channel platforms.

Research Aim & Objectives 6 . which have fewer resources.Australian business models to enhance omni platforms as consumers are quickly adapting to the advancements and from this. (Nielsen. putting immense pressures on small businesses. 2016) 3. are developing high expectations across the board. engage and inform the shopper throughout the purchase journey”. “The age of online shopping is well and truly alive and providing a plethora of opportunities to educate.

To identify the nature of traditional models and the impact of digital/international competition and changing consumer preferences in the Australian fashion market 2. Literature Review 7 . and identify key factors that can benefit Australian brands to apply to their business models 4.Aim To determine an innovative business model for Australian fashion businesses based upon consumer preferences for Omni-channel platforms Objectives 1. To analyse consumer’s Omni-channel platform preferences in the Australian fashion market 3. To evaluate the primary data collected of questioning consumers and industry experts.

Australian businesses need to seek out the right data to assist them in redefining their business model and tailor it to consumer preferences. 8 . 2011) The traditional business model is being classed as outdated and is becoming practically abandoned. The market is changing and the traditional business model is no longer successful in the Australian retail industry. the digital era of advanced technology and the way the consumer is changing.Introduction The purpose of the literature review is to find out about the aim of determining a business model for Australian businesses that will enable them to maintain success and compete in the market by finding out consumer preferences in omni-channeling. “Developments in the global economy have changed the traditional balance between customer and supplier. The given secondary data will provide relevant information as to what external factor is mainly driving business model innovation and how this impacts omni-channel retail. 2014). the effects of major fast fashion brands to the retail industry. “The days when traditional business models held a sufficient competitive advantage and successfully drove year-on-year growth are long gone” (Salmon. the supply side driven logic of the industrial era has become no longer viable” (Teece. These developments in turn require businesses to re-evaluate the value propositions they present to customers e in many sectors. This includes identifying the characteristics of the traditional business model.