Digital marketing in the promotion of a new fashion brand

Abstract

The digital world has become an integral part of almost every industry, including fashion. Applying digital marketing in the fashion industry enhances brand recognition, enables access to the global market of customers and other stakeholders, and achieves engagement of customers in product development. Digital marketing can be defined as a form of direct marketing that connects the buyers with the sellers electronically using websites, social media, emails, mobile applications, etc. It enables easier and faster multichannel communication with customers and other stakeholders, and the promotion of products or services in a timely, relevant, personal and cost-effective manner.

In a world of fashion, where the environment is very dynamic and turbulent, it is important to meet customers’ needs and to customize fashion products according to them. That is where fashion marketing plays a major role because it operates through the whole supply chain of the fashion system. By appearing on the Internet, the fashion companies interact with customers in a more effortless and inexpensive way and establish with them a deeper relationship based on trust. It is very important to use omnichannel communication so that the customer does not feel alienated when using one of them. By implementing an omnichannel strategy, a fashion company can simultaneously meet customers’ expectations and make a profit by tailoring its resources to different channels depending on needs and opportunities.

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 online market, reach the target audience, connect with stakeholders using omnichannel communication, and gain competitive advantages.