A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy

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.