The Concept Of Employee Motivation And Its Significance In Operation Of Fashion Retail Industry - Essay Prowess

The Concept Of Employee Motivation And Its Significance In Operation Of Fashion Retail Industry


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Concept Of Employee Motivation And Its Significance In Operation Of Fashion Retail Industry


Employee motivation is the daily commitment, enthusiasm, empowerment, energy level, and the engagement of an employee to an organisation (Lee and Raschke 2016, p.162). The motivation of an employee can be extrinsic or intrinsic, which means that the motivation can be derived from internal or external factors. The word motivation comes from ‘movere’ which is a Latin word meaning movement. All the definitions of the word motivation connect to behaviour that an individual need to channelise to achieve particular objectives. Motivation is directly proportional to the success of any business. Although it is intangible, difficult to control, and difficult to measure, it is easy to facilitate if it is done in the right way (Lee and Raschke 2016, p.165). Motivation is all about perseverance, intensity, and intention.

The fashion retail industry is the business section that connects the manufacturers to the customers. It can also be referred to as the process of buying clothes from manufacturers and selling them to customers. The fashion retail industry is diverse, and for an individual to succeed in this sector, he/she has to have a robust academic background as well as interpersonal skills, which will guarantee the smooth flow of business (Nucamendi-Guillén Moreno and Mendoza 2018). Fashion continually changes with new styles and trends being introduced regularly, which means that thriving in the retail industry takes more than just basic knowledge.

The fashion retail industry involves various job roles that are all interconnected to enhance the success of this sector. These roles include; First, the fashion retail buyer decides the range in which a clothing line will be sold. The fashion retail buyer is also trusted with various responsibilities that influence the decisions of the business or the brand. Secondly, there is the role of the visual merchandiser whose duties are boosting the sales, making the display appealing to customers, and promoting the merchandise (Jin and Shin 2020). The store manager is another role in the fashion industry where the individual entrusted with this role deals with any complaints from customers, generates profits, supervises staff, and ensures that the customer gets a smooth shopping experience. The final task is the sales assistant who assists customers and makes their shopping as easy as possible. They make the customers aware of the information on their products and deal with any complaints. 

Research Hypothesis

Hypothesis has been defined as the statement that can be tested showing the relationship that is conjectured logically between more than two variables.

Hypothesis 1

Prominent dissimilarities are there at many levels of the employee motivation, which is on the basis of tenure, age, level of education, designation, race, and gender. 

Hypothesis 2

The motivational dimensions will assist in providing the explanation of total work variance in terms of motivation and its significance as experienced by the retail sector managers. 

Hypotheses 3

Important statistic relationship is shared between the motivational aspect in work and promotion, working environment, recognition, supervision, work content, and salary.


            “To examine concept of the employee motivation and its significance in operation of fashion retail industry.”


  • To examine the concept of employee motivation.
  • To determine various employee motivation strategies adopted by organisations in the fashion retail industry.
  • To identify importance of employee motivation strategies on organisation’s operation in the fashion retail industry.


  • What is the concept of employee motivation?
  • What are the various employee motivation strategies adopted by organisations in the fashion retail industry?
  • What is importance of employee motivation strategies on organisations operation in the fashion retail industry?

Justification and Contextualisation

Motivation refers to the desires, needs and requirements among individuals. It is the method of influencing people into activities that result in the achievement of goals. Motivation in the 20th century indicated that employees needed minimal supervision to perform to the required expectations. Concerning employment generation, revenue and trade, the fashion industry is among the most important sectors of any economy across the globe. This study focuses on the need for staff motivation in the fashion retail industry. Employee motivation is one of the main factors which contribute to high production in an organisation. Strähle and Grünewald (2017) explained that motivation could also be referred to as a psychological force that influenced individuals to be independent when solving issues. Motivation persuades employees to behave in a predetermined way to achieve organisational goals. It triggers actions by understanding the requirements of employees.

Why is your research important?

The main motive for selecting this subject is due to the significance of the study. The fashion industry is among the crucial sectors in commerce. The growth of the fashion industry largely contributes to the growth of the world’s economy. As noted by Mikkelsen, Jacobsen, and Andersen, (2017), the main drive for choosing the objective of the topic is to show how employee motivation influences the growth of an established industry. Businesses should find ways to grow using a few expenses with maximum benefits. This study tries to solve the questions surrounding the relationship between the performance and motivation of employees as well as the growth of business in the fashion retail sector.

Nonetheless, the fashion industry is developing at a rapid pace. Therefore, one needs to know the direction it is taking and the future of the industry. Conrad et al. (2015) explained that for one to see the direction of the fashion industry, understanding the trend it has followed in the previous years is essential.

The world is changing at a fast pace, thus making employee motivation a crucial factor for business. Only the workers who are motivated have the will to work to their full potential as per the interests of their employers. Additionally, the fashion industry represents an area of interest due to the high value of the brand in an organisation. Employee motivation has a positive effect on business performance levels. Furthermore, it is among the most effective ways of developing positivity in the company as well as improving the operations of the fashion industry. Motivated workers perform their duties effectively, and they focus on providing high-quality goods and services.

They also trigger the enhanced growth of a company and are an instrument to an organisation’s aim of achieving the highest output levels. One of the reasons why organisations are paying more attention to employee motivation is because it increases the engagement levels of workers (Tomáseková, 2019).

Motivation is crucial in changing the attitude of workers in the workplace. Motivated workers destroy indifferent attitudes in a work environment. The presence of a favourable attitude contributes to the success of a company. Motivation is among the most effective ways to improve the performance of the fashion retail industry based on research by Warrick (2016). Customers select the best clothes which have unique designs. Therefore, in a group of employees, they will think of unique ideas and come up with the best designs which easily attract customers. This enhances the sales made in business as well as increasing the reputation of a company. The stability of the workforce is vital to improve the goodwill of a company as well as its reputation. Therefore, through motivation, the company helps in keeping the employees loyal to the course they establish. The skills and efficiency of employees are crucial to the organisation. The method of outlining the organisational goals with the employees helps them appreciate the fact that they are essential assets to the organisation and they are significant in ensuring that the strategic objectives of a company are met within the set duration of time.


The concept of employee motivation

According to Lăzăroiu (2015, p.99), the main assets of a company are its workers who are considered to be the engine of any organisation. Lăzăroiu (2015, p.99) further explained that there is a need to have employees doing their jobs well, and the organisation is required to do its best to get the best out of the employees as well as pushing for the desired output. Therefore, to achieve these objectives, the organisation needs to have employees with real desires to carry out their duties as well as having the incentive to achieve their goals. Conrad Ghosh and Isaacson (2015) noted that organisational commitment plays a significant role in a company resulting in high organisational and individual performance.

Conrad et al. (2015) acknowledged that motivation is a crucial factor in the growth and achievement of any company. It helps the employer to understand the commitment and behaviour of employees. Conrad et al. (2015) further noted that ‘commitment’ holds a significant and crucial significance in every sphere of life, and the essence of employee commitment in a company has always been recognised across the world. Employee motivation, along with perception, learning, attitude and personality, is a psychological process that is a crucial factor in the behaviour of an individual. Based on the research of Lăzăroiu (2015, p.102), motivation stimulates an employee to be involved in the action or take action when needed to acquire the desired satisfaction or objectives.

Motivational Theories

 McClelland’s Need Achievement Theory

The McClelland theory states that some individuals become successful by seeking personal achievement instead of rewarding themselves (Khurana and Joshi 2017). The theory focuses on satisfying the requirements which need to be met rather than coming up with new development needs. Furthermore, this dominant motivator relies on people’s life experiences and culture. The motivators include; Affiliation, which is the need for relatedness, belonging and love, an achievement which is the need to master and accomplish things as well as demonstrating competence and power, which is the need to monitor the work of others (Khurana and Joshi 2017).

Herzberg – Two-factor theory

The abovementioned is also known as the motivation-hygiene theory (Alshmemri Shahwan-Akl and Maude 2017, P.12). The theory states some motivating factors cause motivation and job satisfaction, while other separated factors such as hygiene factors cause dissatisfaction. Herzberg explained that job satisfiers involve the factors which are utilised while doing a particular job while the job dissatisfiers involve factors that outline the context of a job (Alshmemri Shahwan-Akl and Maude 2017, P.15). The theory further suggests that if hygiene factors such as working conditions, salary, security and safety are unsuitable in a work environment, this makes an employee dissatisfied and unhappy with their work. On the other hand, motivating factors can increase motivation and job satisfaction since motivation relies on the employee’s need for personal growth.

Vroom’s expectancy theory

The vrooms expectancy theory emphasis the motivation content as well as the process of motivation. The theory explains how individuals chose from the options available. Vroom explained that motivation is the process that dictates the choices we make depending on the alternative methods of voluntary behaviour. The rationale behind this theory is the belief that all decisions which are made will have their desired results (Miner 2015, P.117). Vroom’s expectancy theory revolves around three factors, which include instrumentality, valence and expectancy. The theory further notes that the three factors are multiplied to determine motivation, meaning that if any of them is zero, then there is no motivation (Miner 2015, P.127).

Significance of employee motivation on fashion retail industry

Van der Kolk van Veen-Dirks and ter Bogt (2019, p.911) explained that one of the main significances of motivation is the utilisation of resources in the fashion industry. This includes the financial, human and physical resources that are important for achieving organisational goals. Motivated employees build the willingness among them, which makes the fashion retail business to utilise more of its resources. Employee motivation triggers the achievement of goals for the retail industry. Rugg (2018) acknowledged that the goals of a fashion business could be achieved through the cooperation of workers in a workspace as well as the behaviour of ambitious employees who act and carry themselves in a purposive way. Additionally, motivation enhances collaboration and coordination, which leads to the achievement of goals in the retail unit.

Employee motivation improves the efficiency levels of the retail unit. The efficiency levels depend on the ability and qualification levels of a retailer in the fashion retail industry. Therefore, to improve the performance levels, employers have to ensure that the gap between motivation and capability is closed. Furthermore, Bro Andersen and Bøllingtoft (2017, p.721) Noted that closing the gap increases productivity and reduces the operating costs of the retail business, thereby improving the overall efficiency of the company in the process.   Oerlemans and Bakker (2018 p.1230) opined that Relationship management in the fashion retail industry is built and maintained through motivation. Motivation plays a crucial role in customer satisfaction. An employer can plan the retailer’s strategy, which benefits a consumer, thus motivating the retailer make wise purchasing decisions Bro Andersen and Bøllingtoft, (2017, p.723). The retailer can also improve this by providing an excellent shopping environment, support systems and sales services.

Motivation leads to stability in the fashion retail industry. Moreover, when building the goodwill and reputation of the retailer, consumer stability is an essential factor to consider. In most cases, the customer will remain loyal to the retailer when they feel that they can fully benefit from the retailing unit in the fashion industry Khan Ahmed Paul and Kazmi (2017, p.617). Consumer stability provides an excellent image to retailers in the market, and this attracts the number of prospects they get daily. Employee motivation promotes self-discipline. Nevertheless, the self-discipline of an employee through motivation costs less and makes an individual accomplish more compared to the discipline imposed by the fear of being punished. Khan et al., (2017, p.624) noted that committed and satisfied workers in fashion retail feel that they are doing it out of their interest rather than to appeal the employers and this level of self-discipline also helps them to be confident in sales as the customer will also appreciate the favourable treatment.

Rugg (2018) had the intuition that there is a level of dynamism that is imposed through motivation. In addition to this, ranked employees such as supervisors and managers who are motivated generate kinetic energy, which produces a huge impact not only on the profit and productivity levels of the company but also on the future development, stability, industrial relations and public image. Motivation also aids in the learning process of new and even established employees. Additionally, it improves the drive to stimulate various interests in fashion retail and also improves the attitude and will to learn. The fashion industry involves the development of new designs from time to time Van der Kolk et al., (2019, p. 906). Therefore, creativity is a crucial part of this retail sector and employees who are ready and willing to learn in and out of the company can improve themselves as well as increasing the industry’s productivity.


            This methodology explains how the researcher carried out the study to find the answers to the research questions. The study investigates employee motivation and its significance in the fashion retail industry. Bryman and Bell (2015) explained that in research, a methodology is a systematic process whose main aim is to acquire specific knowledge and understanding. The research methodology makes it easier to understand the research problem, which is being investigated, and it systematically helps in data gathering. Furthermore, this methodology describes the methods used in analysing and collecting data, the ethics considered and sampling techniques.

Research Philosophy

Research philosophy has been referred to as a belief concerning how data on a specific phenomenon ought to be used and analysed after collection. There are four main research philosophies” positivism, pragmatism, realism, and interpretivism. Practical implications have to be taken into consideration when selecting the philosophy of the research. In the present study, the interpretivism research philosophy was adopted as it allows the use of qualitative data and it is more compatible with secondary collection of data. Interpretivism studies focus on meaning  and it also provides for a clear link between the researcher and the subject under investigation.

Research Approach

Researchers have considered the possibility of using deductive and inductive reasoning, according to Saunders, Lewis and Thornhill, (2015). Deductive reasoning commences with utilising advancements of certain propositions based on existing theories, followed by the formulation of a method and, finally, the tested approach. The inductive approach is different in that the formulation is designed from specific advancements to the general advancements. The researcher then makes the necessary observations and creates patterns that are formed from the gathered data. This study preferred to use the deductive approach to assess the concept of employee motivation and its significance in operation in the fashion retail industry.

Research Strategies

The explanatory research was the primary research strategy used in the study to answer the types of employee motivation strategies used in the fashion retail industry. To make sure that the researcher collected crucial information or in-depth data on the employee motivation strategies used in the fashion retail industry, the use of qualitative data was significant. Qualitative data indicates the methods used in collecting numerical data. Therefore, this study used narrative data to answer the study questions.

Data Collection

The study used secondary methods of data collection for the gathering of the information and data for analysis. Secondary data involves the collection of data from another source rather than the user. In this study, the researcher collected information and data from reliable secondary sources such as websites, internet sources, journal articles, websites and media reports on the various concepts regarding employee motivation utilised by fashion retail industries (Hox, and Boeije, 2005). The researcher used words such as ‘employee motivation in the fashion retail industry’ and ‘employee motivation’ among other terms that identified data accurately to answer the research questions. The researcher was also needed to have an exclusion and inclusion criteria. These criteria were vital as they ensured that only the significant sources were featured in analysing data. The credibility of the sources was assessed using the credentials of the authors as well as the references and use of citations/ links in the article. When secondary sources are used, some of the sources involved may be biased. The researcher, therefore, had to examine all the sources of information used to make sure that the data used did not in any way influence the research findings in a specific direction, which could be considered biased. Nonetheless, the preferred sources in the study had to be published recently. An inclusion criterion used in this study was using a published source within the last decade. Therefore, the articles on employee motivation strategies within fashion retail industry had to have been published between 2010 and now.

Secondary sources were used due to various reasons; first, the ease of access and internet availability made the researcher get past information and studies on the employee motivation strategies used by fashion retail industries without much complexity. This research method deducts the travelling costs of the researcher to the respondents when collecting data. Moreover, the researcher avoids the expenses involved in research, such as the printing of questionnaires. The researcher also used secondary data methods since it was not possible to find participants who are good when addressing the study questions. Some participants in the study may be unwilling to take part in the research.

In contrast, others may quit the research process as it progresses, which gives an aspect that increases the complexity in gathering information for analysis (Vartanian, 2011). Secondary sources are free to use and are easily accessible. When involving participants, some of them may not disclose relevant information, which decreases the quality of the research’s conclusion. The researcher has to ensure that the data gathered comes from credible sources, especially when using secondary data to collect information.

Secondary data has many advantages, although it also has some limitations. Some of these limitations include; the gathered data could be out of date or inaccurate or may even be irrelevant to the situation at hand. In most cases, when using secondary information, the data used had been gathered for another research, which might have been for a different purpose and therefore, it means that the information may fail to sufficiently answer the study question, which is under investigation. In addition to this, the secondary data used in the research could not be helpful since it was gathered for another concrete idea to give answers to a precise study question. According to Saunders (2009), secondary methods may not have control over the data quality being accessed. Some secondary data sources are biased, and this decreases the authenticity of the findings from the study, especially during data analysis.

Sampling Technique

Bernard (2002) explained that data gathering is crucial for any research since the information gathered contributes to increasing the understanding of the theoretical framework. Moreover, the method in which relevant data is taken must be considered since the research does not have the analysis of data that is collected inappropriately. This research used purposive sampling as the sampling method. The sampling method refers to the purposive selection of fashion articles based on providing data that give answers to the study question, which satisfies the researcher. Purposive sampling is a non-random method of sampling that does not require underlying theories or a set number of informants. The researcher has to decide on how to find respondents when using the purposive research technique for the study. In this case, the researcher had to find secondary data sources that have enough information to provide answers for the study questions, according to Lewis and Sheppard (2006). In this research, the researcher did not choose a specific fashion retail industry but instead concentrated on the entire sector. 

Research Data Analysis

It is necessary for the researcher only to utilise the data required for analysis when using secondary methods for collecting data. As mentioned earlier, keywords were crucial in locating the credible and relevant sources of data, and after quality evaluation, some were identified to be used for analysis while others were discarded. The relevance of secondary data sources was determined by examining the original purpose of the research or the article, the study question at hand and the respondents involved. Data analysis was carried out using thematic analysis as stated by Krippendorff (2004) as the systematic reading of symbolic matter, texts and images and does not have to be from another author’s or user’s perspective. The researcher also analysed, identified and interpreted the meaning of patterns in qualitative data using thematic analysis. The thematic analysis does not require the gathering of data from other individuals. Thematic analysis is similar to documentary research in that it collects gathered information from physical items, media or texts. Thematic analysis patterns from the communicated thematic were showed in the research, and the themes were identified based on the information from selected sources. Thematic analysis is cost-effective and is a powerful tool for examining information and records. In this study, the researcher identified the trends in employee motivation strategies used by fashion retail industries.

Ethical Considerations

Adhering to ethics is crucial in research despite using the secondary methods to collect data. The study did not involve human participants, and therefore, there was no need to obtain consent, maintaining confidentiality or privacy for information (Irwin, 2013). Nonetheless, when using the secondary analysis, it is essential to consider whether the studies involved harmed the subjects used and whether a timely obtainment of the consent was observed. Therefore, there was a need to evaluate the relevance and appropriateness of the past studies to know ethics were adhered to before and after collecting primary data. Following these guidelines was necessary for the conclusion of good research ethics.


Different ways fashion retail industry use to increase employee motivation

Ufford (2017) opined that all retail businesses should be aware of the value their workforce possesses. Employees who are motivated and equipped with high skills act as brand ambassadors for the business, sell more goods, and have the ability to engage with consumers appropriately. To increase the confidence of employees, the clothing retail industry comes up with various ways to motivate their staff to empower them and enable them to work effectively, aiming at reaching the set target within the specified duration. Concerning this, the motivation of an employee is crucial to their performances, group productivity, and maintaining the culture of a business. The following methods are some of the ways used by the fashion retail industry to motivate their employees.

The first and most common method is rewarding the employees. The rewards can be as small as providing weekly lunch to giving gift cards in popular coffee shops. Under the fashion industry, the employees are rewarded based on the nature of their performances. Staff members set individual objectives and goals with managers who are evaluated and reviewed to enhance the issuing of rewards (Lueg and Studen, 2017).

Another method to increase the staff member’s motivation is by creating a positive working environment. Most professionals spend their time at the office or in their workplaces, and therefore, the conditions need to be favourable hence encouraging productivity. A positive working environment helps employees to interact, and consequently, they can share information. Some employees are given more challenging work, and therefore, the management should ensure that they are comfortable in their working environment (Parker and Henninger, 2018).

Page (2018) explained that providing supportive leadership is one of the main factors to consider when motivating employees. Leaders in a workplace should work closely with the employees as well as giving them the incentive and developing their talent. Leaders should be mentors and examples to their employees to enhance effectiveness in the workplace. Additionally, the type of leadership displayed influences the expectations of a leader as well as how the employees portray themselves in the workplace.

Importance of employee motivation on operation of fashion retail industry

Nystrom (2019) explained that the motivation of staff members is significant to a business as it enhances the productivity of a company. Therefore, an organisation must emphasise on employee motivation to ensure that they systematically attain their goals. Lack of motivation for the staff members risks the chances of an organisation to execute their activities in an effective way. Employees who are motivated work towards increasing the levels of productivity as well as enabling the company to reach the highest output levels. Based on the argument of Perlacia, Duml and Saebi, (2016), workers who are not motivated to perform their duties also fail to attain their objective. The importance of employee motivation in the fashion industry include;

Employee motivation increases the commitment of employees towards their duties. Therefore, this enables them to complete their tasks on time, thus improving the productivity of the organisation. Puplampu 2017 noted that increased commitment contributes to the overall performance of a company as well as their engagement in the marketplace.

Employee satisfaction is among the notable things after an employee is motivated. Motivation encourages workers to develop the willingness to complete their tasks on time to achieve the set objectives (Chand, 2019). When goals are met, employees can realise their link and significance between their efforts and the results. Therefore, this directly contributes to the improved motivation levels of staff members and encouraging them to be satisfied with their duties.

The efficiency of an employee is improved since it is based on the motivation and support they receive as well as their abilities. Therefore, it is vital for workers to maintain the balance between their ability to carry out duties and the willingness to perform those duties. Ruan and Xu (2018) acknowledged that this improves the efficiency levels of the company and the workers as well, thus enhancing productivity.

Employee motivation enhances the continuous development of an employee. A motivated worker will always be ready to take the initiative to perform well and to the company’s expectations. Therefore, they can achieve their overall performances and reach their goals (Sheriff, 2016).


Intrinsic Motivators

Intrinsic motivation involves the situation where an individual engages themselves in a particular action because that behaviour is personally rewarding (Hennessey Moran Altringer and Amabile 2015, p.1). The individual performs an activity to complete it rather than expect external rewards. The activity rewards internally, and it is done mainly because it is satisfying, enjoyable and fun. Intrinsic motivation eventually leads to persistent behaviour towards an objective, especially when the external motivators are absent. However, the motivation is based on the circumstances surrounding an individual and their personality. For instance, some people are satisfied with external rewards, and they have no intention of coming up with their personal goals. In intrinsic motivation, the objectives come from the inside, and the results satisfy the individual’s psychological requirements for competence, relatedness and autonomy (Legault 2016). Examples of intrinsic motivation include; an individual who takes more work responsibilities since they love to feel accomplished, and they like to be challenged instead of doing it to get a promotion. A person who draws or paints pictures since they feel happy and calm when they paint rather than doing it for the sole purpose of making money. People who volunteer for specific projects because they feel more fulfilled when volunteering than doing it to meet an academic requirement. A person who exercises since they enjoy being physically challenged instead of exercising to lose weight or fit in an absolute outfit. An individual can develop intrinsic motivation by giving themselves positive feedback on whatever they do and developing internal rewards.

Extrinsic Motivators

The abovementioned occurs when an individual is motivated to engage in something to avoid punishment and earn a reward (Kuvaas Buch Weibel Dysvik and Nerstad 2017, p.253). Therefore, the individual participates in a specific behaviour but not because the practice is satisfying but because they need to avoid something unpleasant or to get something in return. In an instance where a study was conducted, children were given rewards for playing with their toys, and they got more interested in the pay than playing with the item due to the external reward. However, this does not suggest that extrinsic motivation is bad. It can be significant in various situations and especially in cases where an individual requires to complete an activity which is unpleasant to them (Legault 2016).

Extrinsic motivation can be used as a source of feedback, helping people to understand when their level of performance has reached a standard requiring reinforcement. It is also crucial for motivating people to learn new skills and acquire knowledge. Once the skills are learnt, people may be internally motivated to carry out an activity. Extrinsic motivation also induces participation or interest in something which the individual did not have an interest in (Gerhart and Fang 2015, p.508). Examples of extrinsic motivation include; when an individual buys clothes, but not because they want to, but it is because they want to keep up with their friends—pursuing a course which is not one of your interests. After all, you want to make your parents proud. Cleaning clothes and the apartment for your partner to see the hard work you input on the daily chores instead of doing it for general cleanliness.

Employee motivation to drive performance/ productivity/ creativity

A business can harness the positivity that comes with the motivation of workers by using resources from the company to create the best working conditions for the employees regardless of the company size, and this directly translates to improved performance in every department of the organisation (Malik M.A.R Butt and Choi 2015, p.64).

The motivation levels within a business directly affects the productivity of an employee as well as the company as a whole. Employees use incentives to improve the production numbers of the business. These incentives come in various forms, including travel perks, bonuses, cash and paid time off, among others. Employers recognise the efforts of their workers by tracking their progress and giving feedback on their improvement over time. Publicly recognising these employees motivates them to increase their productivity levels.

Due to the highly competitive environment, creativity is considered to be a crucial factor in every organisation. Innovative and creative firms stand a better chance to respond to unpredictable threats and challenges in the market (Liu Jiang Shalley Keem and Zhou 2016, p.254). Therefore, for a firm to maintain its creative workforce, it is essential to motivate the employees in this department to ensure that they always come up with great content that attracts more customers, thus enhancing more profits.

Employee motivation to drive satisfaction and commitment

Satisfied employees fulfil job requirements, and they achieve organisational goals. Job satisfaction and commitment can also be referred to as a psychological concept which indicates work-related characteristics and attitudes such as reward, leadership behaviours, policies, pay, co-workers and the management styles (Du Preez, and Bendixen, 2015). The commitment of an individual varies on the level of motivation they have, which may be internal, personal or external and is driven by a variety of changes and needs which conflict from time to time.

Satisfaction and commitment levels of employees are up to them and managers as well. This is because commitment levels may differ from individuals. However, theories postulated on motivation suggest that motivated employees are more satisfied and committed than others explaining why they quickly achieve their personal as well as organisational goals. The level of employee satisfaction, according to Du Preez et al. (2015), depends on various worker characteristics, including age, the position they occupy in the workplace, education, length of service and sex.


Based on the results of this study, it is clear that employee motivation increases the commitment of workers such that they generally put work to the best of their ability to ensure that they complete the tasks they are assigned. Employees can sell clothes and other products in their line of work with minimum supervision since they are motivated and committed to doing so (Brooks and Fenner 2018, p. 29).

The outcome of the study depicts that employees are satisfied when motivated, and this enhances the continuous growth of the organisation as well as the fashion retail industry. Employee motivation also facilitates the self-development of an individual, making them achieve organisational goals within the specified time. When workers meet their initial goals or the goals set by the company, they are more motivated towards accomplishing more objectives, thus making them proceed at the highest level (Ortisi 2017). The fashion industry thrives and grows under-motivated employees since they not only work efficiently but also to the best of their abilities (Ortisi 2017).

Areas of Future Study

While this study has answered the research questions conclusively, some aspects have emerged which require future research. Among areas that require future investigations, include narrowing down the research to a single brand in the fashion retail industry. Secondly, future researchers can conduct a similar study where they use primary data collection methods rather than the secondary methods. In addition, a study can be done to determine which has a huge impact between extrinsic and intrinsic motivation in relation to improved performance and productivity.


Some of the recommendations that can be considered by organisations in fashion retail industries in relation to increasing employee motivation include:

  • Ensure that there is a balance between extrinsic and intrinsic motivators in their organisation
  • Formulate a fair, pre-determined and equitable formula to award extrinsic and intrinsic motivators
  • Involve employees during the development/ formulation of rewards system in the organisation
  • Benchmark from the best in the industry in relation to motivating employees

Research Appendices

Appendices A

Reference used for analysisWhy reference has been used
Ufford (2017)The author acknowledges that despite emergence of technologies such as chatbox, employees remain critical to the success of any firm.
Lueg and Studen, 2017The authors examine the different forms of performance evaluation and the aspect of employee rewarding
Parker and Henninger, 2018The article by these authors examines the importance of employees in the fashion industry
Page (2018)Concerning motivating employees, the author reviewed the differences between a leader and a manager.
Perlacia, Duml and Saebi, (2016)In development of successful models in the fashion industry, these authors examine the importance of motivating employees
Puplampu 2017The author explores the aspect of employee motivation from an African perspective
Chand, 2019The author mentions and explains the importance of motivating employees
Ruan and Xu (2018)The author assessed what does employee motivation do to consumer behaviour and the entire organisation
Sheriff, 2016)The author explores the relationship between leadership and motivating employees via engagement in an organisation

Appendices B

Vroom’s expectancy theory

Herzberg – Two-factor theory

 McClelland’s Need Achievement Theory


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