A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy
Апстракт
The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the digital market, reach the target audience, connect with stakeholders using omnichannel communication, and gain competitive advantages. The proposed methodological approach expects as a result simpler process of introducing a new fashion brand to the digital market. According to the developed methodological approach, a pilot project was conducted. The pilot project included identifying target audience preferences for introducing a new fashion brand to the digital market and the implementation of the Internet marketing plan. Analyzing the effects of online appearances and the application of digital marketing should provide a starting point for the improvement of customer and stakeholder relationship management, fashion brand development, and de...fining future promotional strategies. The method can be adapted and applied in the introduction and promotion of any fashion brand.
Кључне речи:
Internet marketing plan / Fashion brand / Digital Marketing StrategyИзвор:
Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era, 2023, 562, 255-277Издавач:
- Springer International Publishing Ag, Cham
DOI: 10.1007/978-3-031-18645-5_16
ISSN: 2367-3370
WoS: 000945457300016
Scopus: 2-s2.0-85142673328
Институција/група
Fakultet organizacionih naukaTY - CONF AU - Simić, Milica AU - Despotović-Zrakić, Marijana AU - Labus, Aleksandra PY - 2023 UR - https://rfos.fon.bg.ac.rs/handle/123456789/2435 AB - The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the digital market, reach the target audience, connect with stakeholders using omnichannel communication, and gain competitive advantages. The proposed methodological approach expects as a result simpler process of introducing a new fashion brand to the digital market. According to the developed methodological approach, a pilot project was conducted. The pilot project included identifying target audience preferences for introducing a new fashion brand to the digital market and the implementation of the Internet marketing plan. Analyzing the effects of online appearances and the application of digital marketing should provide a starting point for the improvement of customer and stakeholder relationship management, fashion brand development, and defining future promotional strategies. The method can be adapted and applied in the introduction and promotion of any fashion brand. PB - Springer International Publishing Ag, Cham C3 - Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era T1 - A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy EP - 277 SP - 255 VL - 562 DO - 10.1007/978-3-031-18645-5_16 UR - conv_2869 ER -
@conference{ author = "Simić, Milica and Despotović-Zrakić, Marijana and Labus, Aleksandra", year = "2023", abstract = "The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the digital market, reach the target audience, connect with stakeholders using omnichannel communication, and gain competitive advantages. The proposed methodological approach expects as a result simpler process of introducing a new fashion brand to the digital market. According to the developed methodological approach, a pilot project was conducted. The pilot project included identifying target audience preferences for introducing a new fashion brand to the digital market and the implementation of the Internet marketing plan. Analyzing the effects of online appearances and the application of digital marketing should provide a starting point for the improvement of customer and stakeholder relationship management, fashion brand development, and defining future promotional strategies. The method can be adapted and applied in the introduction and promotion of any fashion brand.", publisher = "Springer International Publishing Ag, Cham", journal = "Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era", title = "A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy", pages = "277-255", volume = "562", doi = "10.1007/978-3-031-18645-5_16", url = "conv_2869" }
Simić, M., Despotović-Zrakić, M.,& Labus, A.. (2023). A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy. in Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era Springer International Publishing Ag, Cham., 562, 255-277. https://doi.org/10.1007/978-3-031-18645-5_16 conv_2869
Simić M, Despotović-Zrakić M, Labus A. A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy. in Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era. 2023;562:255-277. doi:10.1007/978-3-031-18645-5_16 conv_2869 .
Simić, Milica, Despotović-Zrakić, Marijana, Labus, Aleksandra, "A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy" in Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-Covid Era, 562 (2023):255-277, https://doi.org/10.1007/978-3-031-18645-5_16 ., conv_2869 .