15 3. CHAPTER 3 RESEARCH METHODOLOGY 3.1 Research Design Figure 3.1 Research Design In essence, according to Durrheim (2016), a research design is a strategic framework for action that helps relate research questions and the execution or 16 implementation of the research. This research will begin with analyzing problem symptoms, in this case, the premature closure of fashion brands after 1 or 2 successful collection releases. The next step of this research is to figure out the root causes of said closures of these fashion brands. Following this, we can map the research objectives we must achieve. Afterward, a literature review is required to identify research theories to support this hypothetical claim. After this step, we will go to the data analysis phase. This phase will be divided into separate parts, which include an internal and external analysis. Methods utilized in the external analysis include the PESTEL analysis, Porter’s Five Forces, customer insight analysis, and competitor analysis. Within the internal analysis, we will conduct only a company analysis. Information garnered from the analyses will be joined to create a SWOT analysis. The research process will end with a fishbone diagram to finalize the problem identification and lastly, a solution and conclusion may be proposed. There are different types of research Kumar (1996), and as specified by the goal, this research is classified as a case study. According to Sekaran and Bougie (2016), case studies concentrate on gathering data about a particular thing, event, or activity, like a certain business unit or company. They continued by explaining that a case study is founded on the idea that numerous data collection techniques must be used to examine the real-life issue from many angles. This study employs both qualitative and quantitative methodologies, depending on the kind of information. According to Machmud (2016), a qualitative approach is a research method used to describe and analyze occurrences, events, social activities, attitudes, and opinions of individuals or groups. The data is acquired through thorough assessment and includes descriptions in their entirety, notes from in-depth interviews, and the findings of document analyses. Contrarily, quantitative research is described by Cohen (1980) as social research that makes use of empirical techniques and claims. He claims that a descriptive statement about what "is" the situation in the "real world" as opposed to what "ought" to be the case is what is meant by an empirical assertion.