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Palette 2<br />
Trends & developments<br />
Different trends and developments can be seen in the fashion industry nowadays, which are for example:<br />
* <strong>Plus</strong> size models<br />
* Fashion shows as big events<br />
* Virtual fitting rooms / apps<br />
* Ethical responsibility<br />
* Social media / online community<br />
Primark claims to not follow fashion closely, since they place large orders at their suppliers. Yet, in order to do so they have to place<br />
these orders months in advance, so they cannot keep up with the fashion that is ‘in’ at the moment. They follow fashion, but only<br />
broadly. The development Primark really responds to, is CSR – Corporate Social Responsibility. Primark invests a lot of money in their<br />
personnel and especially the personnel in the factories. They’ve developed a program to raise more awareness on topics such as<br />
children’s education, health, employee’s rights and financial planning. Nowadays, people want to know where the products come from<br />
and under which circumstances they are made. We are in a ‘meaning’ economy, which means that people who buy something want to<br />
give something back. By taking the environment into consideration, Primark responds to this big trending topic. This is an advantage for<br />
Primark in comparison to their competitors, since a lot of companies and organisations are accused of bad working conditions at their<br />
factories in the news. Although Primark doesn’t respond to all trends, for example they do not spend much money on commercials and<br />
they don’t even have a webshop, they are very involved with anything that has to do with labor and the environment.<br />
For Primark<br />
Does the organisation respond to trends and developments?<br />
Are the trends/developments the organisation chooses relevant for the organisation?<br />
Are the trends/developments relevant for the stakeholders?<br />
Yes<br />
Yes<br />
Yes<br />
Colour: green<br />
We think that Primark responds to trends and developments, since they respond to the big development of Corporate Social<br />
Responsibility, which is very important. This big trend is very relevant for the organisation, since they can distinguish themselves,<br />
especially with CSR. The trends and developments are also relevant for the stakeholders, because they have a lot of stakeholders<br />
that are environmental organisations, so this fits.<br />
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