The use of digital marketing in the fashion industry

Abstract

A qualitative study focused on the use of online digital marketing in the fashion industry. Apart from documenting the digital practices used in the industry and how they are used, the study aims to analyse how marketers of all sorts of clothing businesses, local or franchise, including apparel, designer, luxury jewelry and sports personally use and perceive digital marketing methods. The research also reveals customers’ viewpoint on digital marketing communicated to them. Both analyses determine whether the communication between fashion brands and customers is good or hindered by certain advertising practices. The argument behind this study is that digital marketing methods are everchanging. However, certain practices in the fashion industry, like Email marketing, are not perceived as intended. Consequently, such practices would have to be eliminated or reformulated.