A Growing Apparel Factory like Zega Apparel can face a lot of issue and among them un ethical competition is something everyone should worry about, these days competition makes corporates to go to any low possible and malign each other, such a practice was observed for a company name Zega Apparel , which faced a lot of issue dealing with unethical remarks regarding their services, but the big thing that happened was when their true customer came to their rescue and saved them from falling to the pit of un ethical trap laid down for them by their competitors, this was a remarkably surprising thing for an online company and a true example of how loyal customers can be your biggest asset and protection giver ,and Zega Apparel manufacturing recovered from the propaganda against them all over internet using their customer base.
The apparel industry is very competitive and it faces major competitive threats to business from various third parties that could distort the company’s image, reduce sales, and result in reduced price points for products, or decrease consumer rate or result in decreased margins. The competitors include numerous apparel manufacturers, designers, retailers, distributors, and importers, etc. The nature and level of the competition varies and the number of competitors and the intensity of competition may increase as a company expands into other markets or as other companies expand into other markets. Some of the companies may be able to adapt to changes in consumer demand more quickly, devote greater resources to establish brand image or adopt more aggressive policies than others. In addition, with respect to certain of businesses, retailers may also pose a significant threat of competition by sourcing or marketing their products directly to their own private label brands. These competitive factors within the apparel industry may result in increased costs, reduced sales, and lower prices for products or/and decreased margins.
But, there are many techniques that companies adopt to compete with other companies in the apparel industry. In the apparel industry, the principal competitive factors are brand image, design, consumer preference, quality, price, marketing and customer service. On the basis of these factors some companies uses unethical approaches to distort the image of other competitor companies. Among many, the most common is fake reviews on the Internet about the company’s reputation, quality of products and services they offer, etc. Internet is the global village and almost every consumer before buying a product or service from a factory or company search the internet for the company’s background information, about the quality of products and services. And in order to do so, former consumer or customer reviews seem to be a great source of credible information to them. The new customers want to take advice from the apparel company’s former client or customer but the thing they do not know is that the review can be a fake or false review about the company planted for the bad publicity of the company by the competitor company or can also be a positive review planted by the company itself for good marketing.
Due to the competitive nature of the apparel industry, some companies write fake reviews about their competitors or hire people to write them in order to damage the image and standing of other companies in the apparel industry. Online reputation is a big business in the apparel industry. Knowing that 70% of the people rely and trust online reviews. Therefore, employees or agents of competitor companies are openly filling the online world with fake reviews of products and services of apparel companies. Conversely, the widespread increase in efforts by companies or individuals to sink and harm competitors by posting negative reviews are also done by ex-employees, ex-partners or ex-customers; who see the opportunity to get even by posting defamatory information in the form of fake reviews. There are many apparel companies who have been facing this problem like Zega apparel, Stylus apparel, Vapor apparel and many others. Competitors in apparel industry try to distort the image of other companies by planting false reviews about the product and services the company offers.
Fake reviews are not only inherently untrue, but they undermine the credibility of reviews on the whole. When reviews are manipulated, it worsens another problem that is reviews tend to be written by a non-representative group of consumers; who didn’t actually use the product or services of the company. Reviews that appear on the internet sites also wield influence on future consumer purchasing decisions of whether to purchase and which items to purchase. There’s another concern regarding the authenticity and influence of reviews, according to a research, the best customers of an apparel company may also write negative reviews on products that they have never purchased. These customers consider themselves so loyal that they start acting as self-appointed brand managers of the company warning other potential customers away from a company they feel isn’t up to the usual standards. One reason of writing a fake review is that these customers are trying to influence both what other customers buy and the types of products the company sells.
There are plenty of things that signify towards a fake review such as there is no information of reviewer. Users who have no profile information or social connections are more likely to be faking. Made-up reviews tend to be more extreme that is it depicts all-or-nothing opinion. Five-star and one-star reviews more likely to be forged. They are much more negative than other reviews. Another sign is that several reviews are posted at once roughly in the same time period of weeks or months. Suddenly a company with no reviews or one every few months will have six or more in a row all mentioning something similar. Often, fake reviews are easy to spot. They are either detailed or glowing in ways only a paid public relations or marketing team could produce or so out-of-context and devastating that only a competitor could have written it.
A research was conducted on people who leave fake negative reviews on websites for products they have never used. The study reveals that fake review are often thought to be left by competitors trying to turn people away or the loyal customers of competitor company or brand. Most of the complaints came from people who didn’t like a design of a product they saw on the page, even though they already owned a previous model, or who disapproved of a company’s business practices, such as importing clothing made outside the United States such as from countries like Bangladesh, India, China and Pakistan, where they believe companies do not practice ethical manufacturing laws. Similar incidents of fake reviews have been faced by apparel companies like Stylus apparel and Zega Apparel where ex-employees and competing companies try to damage the reputation of the companies. They are not only reviewing the company; they’re expressing a related opinion on another aspect of the business with irrelevant ideas. This falsifies the process of web feedback, making it unreliable.