The Micro and Macro environment.

The microenvironment

The micro-environment is made form individuals and organizations that are close to the company and directly impact the customer experience. some examples of this would be, the company itself, its suppliers and other marketing input from things such as agencies, the market and segments in which the business would trade, the company's competition and those around you, (which public relations would call publics), who are people who are not paying customers but still have a large interest in your company. The Micro environment is relatively controllable since the actions of the business may influence such stakeholders, linking this with my own brand the people that would be directly impacting the brand would be people such as, Pattern cutters, designers, visual merchandisers,  PR representatives and my self as the owner and creator of the brand and company itself. The amount of new brands and upcoming designers could also effect this, if releasing a collection or new line in a store at the same time as many others my brand could become less noticed, where as if i chose to release it at a time where there were not many new designers more attention and focus would be on my own brand therefor drawing more media and hopefully this would create more sales.

The macroenvironment

The macroenvironment is less controllable than the microenvironment. The macro environment consists of much larger all-encompassing influences (which impact the microenvironment) from the broader global society. Here we would consider culture, political issues, technology, the natural environment, economic issues and demographic factors amongst others. one of the main factors that would affect most business' at this time which is in the macro environment would be the current recession, in the fashion world this has had quite the impact with the lack of disposable income in household is effecting the amount people are willing to spend on things like clothes, so rather than purchasing a designer piece it is becoming for sensible for them to purchase a filtered down high street piece closely representing the original catwalk garment. For my business in particular wanting to sell designer items will be directly affected by this, so some consideration would have to be taken when pricing the garments.
culture is another main factor for fashion brands, culture effects trends which then leads to design houses constantly having to update there brand making it marketable for the current culture trends all aspects have to be considered when designing a collection to keep it current, things such as music, celebrities, television shows and most media outputs. Being able to re-vamp a collection every season to keep in the the upcoming trends and still keep your signature look is difficult but is also made alot easier with the help of trend forecasters. paying close attention to the macro environment and trend forecasters can keep any fashion brand from sinking.