Role of Internet Marketing in Fashion Industry: A Study on Zara

This research project analyzes the impact of internet marketing on the fashion industry, specifically focusing on Zara. It explores the concept of internet marketing, different methods used, its role in influencing customer buying behavior, and provides recommendations for successful implementation. The study aims to understand the challenges and opportunities faced by organizations in implementing internet marketing practices.

Business Research
Project

TABLE OF CONTENTS
Task 1...............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Aim and objective........................................................................................................................3
Research Question.......................................................................................................................3
Rationale......................................................................................................................................4
Literature review..............................................................................................................................4
Theme 1. Concept of internet marketing.....................................................................................4
Theme 2. Methods of internet marketing.....................................................................................5
Theme 3. Role on internet marketing on customer buying behaviour.........................................5
Theme 4. Challenges face by organization in reaching to customer...........................................6
Research Methodology....................................................................................................................7
Data Analysis...................................................................................................................................9
Theme 1. Maximum people agree that internet marketing has impact on fashion industry
positively....................................................................................................................................10
Theme2. Social media is one of the most used method for internet marketing.......................11
Theme 3. Internet Marketing decrease Financial expenditure of Zara......................................12
.......................................................................................................................................................12
Theme 4. Internet Marketing fails to give expected outcomes..................................................12
Theme 5 Internet marketing supporting growth of Zara by influencing people and hence
increasing its profit share...........................................................................................................13
Theme 6. Effective strategy can impact on business of Zara ..................................................14
Secondary Data analysis............................................................................................................14
Conclusion ....................................................................................................................................15
Recommendation...........................................................................................................................16
REFERENCES..............................................................................................................................18
APPENDICES...............................................................................................................................20

Task 1
INTRODUCTION
Business research project can be defined as a systematic organized as well as plan which
help to understand scholar various aspect of a company. Zara is well-known for fast fashion
which target large number of customer by its product & services. There are number of modern
promotional tools which are used by organization to influence customer and increase market
share in time of globalization. Report highlight impact of internet marketing on fashion industry
and the way which it is influencing large number of people for firm's goods. It explains the
challenges as well as opportunities that different firm faces in implementation of internet
marketing practices (Kraus and et.al., 2018). In Literature review different author explain their
views related topic. Research methodology also discusses in the report which explain different
methods used by scholar for completing study. Data analysis on the other hand gives better
picture of information that are collected and outcomes can be generated. In the end
recommendation related to topic also gives for the research.
Aim and objective
Aim: Analyse the role of internet marketing as a viable promotional tool in fashion industry in
UK : A study on Zara.
Objective
1. To study concept of internet marketing.
2. To evaluate different methods of internet marketing.
3. To understand role of internet marketing practices of Zara for influencing customer to
buy its product & services.
4. To provide recommendation to Zara for successful implementation of internet marketing
practices.
Research Question
 What is the idea behind internet marketing
 What are the methods of internet marketing used by fashion industry.
 What are different type of internet marketing practices used by Zara to attract customer
for its good & services.
 What suggestion you can recommend for successful implementation of internet
marketing practices.

Rationale
Internet marketing use increases in changing business to influence large number of
buyer's for Zara's product and services as well as impact on growth of organization. It becomes
important that this practices must be used in right way so that profit of firm can be increase and
expenditure reduces. Choosing right internet marketing practices in important out of many
available in current market (Richter and et.al., 2017). There are number of promotional tools
available online for company such as Content marketing, Search engine marketing, Display
Advertising, Mobile Marketing, Social Media Marketing, Email Marketing, Influencer
Marketing, Affiliate Marketing, Video Marketing and Audio Marketing. There are number
research that has been conducted by scholar for research on internet marketing and its impact on
customer buying behavior. Report focuses on internet marketing use by fashion industry in order
to reach number of consumer timely and increase revenue of organization in changing business.
Literature review
Theme 1. Concept of internet marketing.
As per the opinion of (Geiger, 2017), internet marketing plays important role in changing
Business and it helps organization reaching to customers timely. There are number of
promotional tools that are use by fashion industry in order to gain customers such as
advertisement for product as well as services on different social median channels. It decreases
time and expenditure of company to reach customer and sales product. It can be seen that in
developed and developing countries people excessively use social media and can easily influence
from various types of ads. Fashion industry in United Kingdom connect with large number of
buyer's by social media marketing and it helps in increasing market share in changing business.
On the contrary (Kozlova, 2017), internet marketing are not giving expecting customer
inn changing business and increasing expenditure of firm which decreasing financial capacity of
firm to expand market in different part of globe. Most of the people believes that excessive
advertisement decrease their attention as well as they avoid taking interest in it so it is not a good
way to connect with people and increase profit share in changing business. Organization
investing large amount of money to connect with people but not able to gain expected outcomes.
This is very new ways to influence customers and hence people are not prepare for it for
example: many people still attract towards advertisement on magazine, radio etc. and hence
invest internet marketing is waster of time.

Theme 2. Methods of internet marketing
According to (de Araújo, Alencar and de Miranda Mota, 2017), there are number of
different ways which different firm used to influence customers and sale their product as well as
services. Social media tools such as Facebook, Twitter, YouTube is some common platform for
promoting product and increase market share of organization. Companies hire talented and
skilled workforce which increase innovation and creativity and hence contribute in influencing
customer in time of globalization. Firm also collaborating with celebrities, blogger etc. for
promoting its product on different platform as they have large number of follower. There are
number of local companies which started in different part of world which focuses on
advertisement for goods & services and hence impact on growth of firm.
On the opposite side (Geraldi and Söderlund, 2018), traditional methods of marketing are
more productive which help in influencing customers and impact on changing business. Internet
marketing has negative effect on customers as many of social media user complain about
repeated advertisement and it decreases market share of firm in changing business. Many of
social media sites providing ads off tool which again accessed by large number of people and
hence it is not an effective way to connect with customers. Newspaper, Radio, Magazine still are
impactive tool to attract customer as people genuinely seen it. Dependency on outsourcing firm
again effecting on promotional methods use by firm to connect with customers (Chou, 2018).
Theme 3. Role on internet marketing on customer buying behaviour.
In the view of (Xiong and et.al., 2017), internet marketing plays significant role in
attracting customers and improve market position in changing business for firm. Most of the
internet user influence from celebrities, bloggers etc. and hence organization collaborating with
them for promoting product & services and hence impact on growth of firm. It can be easily seen
that most of the young people uses social media and easily influence from product & services
which are advertised there and hence impact on growth of firm. Effective supply chain
management of fashion industry and discount offers on online purchases again influencing
customer for sales of product. Most of the companies take suggestion, opinion, feedback etc. to
make changes in product design and hence able to increase customer satisfaction level in time of
globalization.
On the contrary (Molinillo and et.al., 2018), there are number of customer offended from
internet marketing tools and it effects business of organization. There are large number of

customers which uses off button for advertisement as they considered is an improper way of
reaching to customers. Outsourcing firm uses fake followers as well as likes to increase attention
of buyer's but it is an illegal activity and in terms of return company unable to achieve it which
effect on revenue. Non-disclosure sponsorship again effect on business of firm and effect on
growth of firm in time of globalization. There are number of online survey shows that many
people still like traditional way of advertising by firm and internet marketing cannot stand in
front of it in influencing buyer's.
Theme 4. Challenges face by organization in reaching to customer
As per the opinion of (Hughes, Rana and Simintiras, 2017), there are number of issues
faces by organization in promotion product & services and increase market share in changing
business in time of globalization.
Marketing advertising issue
Budget for the promotion of product but content as well as reaching to customer need
higher investment. Effectiveness of online advertising strategies cannot be estimated from the
promotion of product and services and hence continuous expenditure can impact on growth of
firm in time of globalization. Competition is high as well as negative branding can effect on
business of fashion industry. Social media marketing is not giving expected return and people
still easily influence from traditional method of promotion of product such as in Newspaper,
Radio etc (Pröllochs and Feuerriegel, 2020).
Communication issue
There are number of challenges faces in terms of communication for example: marketing
team unable to deliver proper advertising which effecting on business of firm and hence decrease
profit share of firm. It can easily understand that advertisement must explain clear meaning of
information and hence customer cannot easily attract from it. Most of the organization in country
try to connect with large number of customers but because of poor communication channel
affecting growth of firm in time of globalization.
Lack of research
Promotion need deep research which organization need to do but because of changing
taste and trend of customer, firm unable to know what will be the impact and hence effecting
business of firm in time of globalization. Pandemic has shifted research to secondary data but it
is not effective in knowing that people are attracting from internet marketing tools for example:

customers avoid online advertisement after pandemic and hence effecting growth of
organization.
Social Media
There are number of social media tools that are use by firm in order to attract customer
but in practical customer offending from repeated advertisement on Facebook, twitter etc. and
hence it creates challenges for the firm in time of globalization.
Research Methodology
Research methodology can be described as the way in which research can be followed by
the scholar. There are number of methods which can be used by researcher for data collection to
analysis which improve quality of work and can impact on growth of firm in time of
globalization.
Research Type
It can be explained as the type of study that scholar has completed. Research type is
divided into two parts namely Qualitative and Quantitative. First one consider specific data
which can help in completing work on time and hence impact on time that consume in
unnecessary findings, Quantitative emphasizes on gathering of information from number of
source and hence more data will give better outcomes in final studies (Christofi, Leonidou and
Vrontis, 2017). Scholar has selected qualitative as well as quantitative method which can give
better idea about internet marketing tool impact on fashion industry.
Research Approach
In research approach scholar emphasizes on type of process that has been followed
during the studies which can give positive result in the end. There are two different types of it
namely inductive and deductive. Inductive study focuses on creating new theory by testing as
well as observation and accordingly creating patter. Deductive approach consider creating
hypothesis with the help of existing theory and then it will reject as well as accepted by
professor. Inductive will give better outcome as it will create new theory will deductive will take
less time as existing work is used. Inductive research approach has been chosen by scholar.
Research Philosophy
It can be described as the way in which study is conducted by scholar such as ideology
and mindset associated with it and it is divided into two parts namely interpretivism and
positivism. Former one consider social world when conducting study while later one focuses on

facts. Positivism use when research focuses on accounting, finance etc. and hence cannot suitable
when it comes to understanding people behaviour that's why interpretivism used. Interpretivism
has been taken by the scholar for conducting study on internet marketing impact on Zara.
Data collection
It explains the type of data that will be used during the research and it has two different
segments namely primary and secondary. Former one emphasizes on collecting information by
survey, interviews etc. and hence biasness can be described as well as it will support fresh
research. Secondary collection can be described as a method and in this data is gathered from
books, journals etc. but accuracy remain unpredictable as it is second hand info. Primary as well
as secondary both types of data collection methods used by scholar which give better outcome of
the study.
Sampling Method
Sampling method can define as selection of participant by scholar for the study either in
random of purposive way. In Random sampling people are chosen randomly for the study which
increase accuracy of result as they give non-bias information. Purposive emphasizes on choosing
participant from particular group of category which decrease study outcomes (Miterev, Mancini
and Turner, 2017). Researcher has chosen simple random sampling method for the study which
impact on final outcomes. 30 employees of Zara choose for the survey.
Data Analysis
It can be described as a way in which information is presented by scholar and it has again
two parts namely SPSS and Thematic. SPSS is a software which used by scholars for numerical
representation and hence it cannot easily understand by many because of complex nature of
presentation. Thematic focuses on presenting information with the help of graphs, bar etc. so that
it can easily understand by anyone. Thematic form analysis has been done by the scholar.
Validity and Reliability
Information was collected from authentic source by scholar and hence it can be
considered as authentic and hence it cannot impact on final results. It will remain valid for longer
period.
Ethical Consideration
Ethical consideration has been taken into account during the study which help in
completing research on time and in effective way. Consent and other required form provided to

participant and after signing study was conducted (Liu and Zeng, 2017). Confidentiality of
respondent maintain even after the research.
Data Analysis
It can be explained as a way in which information is analysed by the scholar and in this
thematic way is followed for the study.
Name:
Data:
1. Do you agree internet marketing tools re effective promotional tools for fashion Industry?
 Yes
 No
2. What are different types of internet marketing methods used by Fashion industry?,
 SEO
 Social Media promotion
 Collaboration with Celebrities, Bloggers etc.
 Digital promotion on apps of firm
3. How internet marketing impact on Zara?.
 Increase customers
 Decrease financial expenditure
 Increase sales
 Creating Sustainable business.
4. What challenged faces by organization relation to internet marketing?
 Increase expenditure
 Not expected outcomes.
 Taste and Trend of frequently changed
 Competitor remain alert for mistakes
5. Do you agree internet marketing helping Zara in gaining customers and increase profit
share?.
 Strongly Agree

 Agree
 Neutral
 disagree
 Strongly Disagree
6. What changes can be done in order to proper use of internet marketing by Zara?.
 Choose social media platform wisely.
 Creating impactive strategy
 Hired creative and innovative Professionals
 Decrease dependency on Outsourcing
7. Suggest on changes that can be done by Zara in its internet marketing strategy?.
Theme 1. Maximum people agree that internet marketing has impact on fashion industry
positively
Mean 1.206897
Standard Error 0.076553
Median 1
Mode 1
Standard
Deviation 0.412251
Sample Variance 0.169951
Kurtosis 0.352038
Skewness 1.527297
Range 1
Minimum 1
Maximum 2
Sum 35
Count 29
Interpretation-
From above table it can be analysed that the mean value obtained is 1.20 and median is 1.
Also, mode is 1 and SD is 0.41. Thus, it can be stated that most respondents agree that internet
marketing tools are effective promotional tools for fashion Industry. It is useful for company to

attract more people via social media sites (Ind, Iglesias and Markovic, 2017). There are number
of reason behind it such as increasing users of social media and internet and hence organization
use internet tool for influencing buyer's and increase profit share of firm in time of globalization.
Theme2. Social media is one of the most used method for internet marketing
Mean 2.137931
Standard Error 0.196798
Median 2
Mode _1
Standard
Deviation 1.059789
Sample Variance 1.123153
Kurtosis -1.26333
Skewness 0.287168
Range 3
Minimum 1
Maximum 4
Sum 62
Count 29
Interpretation
From above table it can be evaluated that the mean value comes out 2.1379 and median is
2. It can also be seen that mode is 1 and SD is 0.1.059789. It can easily understand from the table
that majority of organization in Fashion industry use social media for promoting their product
and hence it is contributing in growth of firm in time of globalization. There are number of social
media sites that are used for adverting product as well as services such as Facebook, Instagram,
YouTube etc.
Theme 3. Internet Marketing decrease Financial expenditure of Zara
Mean 2.137931
Standard Error 0.231317
Median 2
Mode 1
Standard
Deviation 1.245682
Sample Variance 1.551724
Kurtosis -1.53203

Skewness 0.435508
Range 3
Minimum 1
Maximum 4
Sum 62
Count 29
Interpretation
Above table describe that value of mean is 1 while median is found to be 2 and mode of
analyse information is 1. In earlier time Zara use media such as Newspaper, Radio etc. for
advertising for promoting its product which increase expenditure of organization but in time of
globalization as well as advance technology cost on promotion decreases because of digital
marketing and hence support financial sustainability of firm. It also decreases time in reaching to
customers and hence help in achieving higher goals on time.
Theme 4. Internet Marketing fails to give expected outcomes.
Mean 2.035714
Standard Error 0.195736
Median 2
Mode 1
Standard
Deviation 1.035737
Sample Variance 1.072751
Kurtosis -0.8515
Skewness 0.570616
Range 3
Minimum 1
Maximum 4
Sum 57
Count 28
Interpretation
From the data analysis it can be understood mean value is 2.0357 while media is 2 and
obtained mode is 1 of information that is collected from participant of Zara. Organization
investing large amount of profit in internet marketing but it is not able to get expected outcomes.
There are number of reason which are responsible for it such as switching of OFF/ON option on
social sites and its user offended from continuous advertisement.

Theme 5 Internet marketing supporting growth of Zara by influencing people and hence
increasing its profit share
Mean 2.413793
Standard Error 0.2017
Median 2
Mode 2
Standard
Deviation 1.086187
Sample Variance 1.179803
Kurtosis -1.21865
Skewness 0.147783
Range 3
Minimum 1
Maximum 4
Sum 70
Count 29
Interpretation
From the above tale result mean value if found to be 2.413793 and median and mode is 2.
Maximum number of people that internet marketing positively impact in achieving goals as well
as increase profit in time of globalization. Maximum people attract from social advertisement
and impacting on business of firm. Creativity by professional handlers of Fashion industry attract
large number of population of world and improve market position of organization in time of
changing business.
Theme 6. Effective strategy can impact on business of Zara
Mean 2.344828
Standard Error 0.180829
Median 2
Mode 2
Standard
Deviation 0.973795
Sample Variance 0.948276
Kurtosis -0.82652
Skewness 0.221979
Range 3
Minimum 1
Maximum 4
Sum 68
Count 29

Interpretation
Table shoes mean value 2.344828 while median and mode remain 2. Respondent believe
that effective strategy is only solution for attracting customers and increase profit share of Zara.
There are number of methods which be utilized for positively use internet marketing such as
investing on right social media site for promotion of product.
Secondary Data analysis
By analysing the data it can be stated by (Chan and Oppong, 2017) that internet
marketing can also be ascertained as digital marketing and online marketing which refers to the
process of promoting a brand and business and its products and services over the internet. It is
being stated it is the component of marketing which utilises online and internet based digital
technologies such as mobile phones , desktop computers and other to promote the services and
products of the company. The author (Gamble, Brennan and McAdam, 2017), has stated with the
use of internet marketing it has made with the ease of company to reach to its potential targeted
customer in knowing what are the product and services being offered and why they are being
better than that of its competitors to avail the same. In the viewpoint of the author (Villamarín
and Diaz Pinzon, 2017), it is being stated that there are various methods and modes to internet
marketing which can be used by the company to get valuable insights about what are needs and
wants of the target audience and evaluating the same which helps in deriving loyalty and
satisfaction of potential clients. It is being also stated by the author (Di Maddaloni and Davis,
2017), that by the use of internet marketing it helps in ensuring the company to obtain various
information about how the customers use the company website and respond to various
advertising of the company. In contrast the author (Horváth and Szabó, 2018), has stated that
there are various challenges which can be associated by the use of internet marketing such as
Security and privacy issues where there are number of legal considerations around using and
collecting data for the purpose of digital marketing. It is being required on the end of the
company to take care with compliance to various rules and regulations regarding data protection
and privacy of data.
Conclusion
It can be analysed from the report that business project required depth study of all
component of Market. Zara well-known around the world for latest fashion which help in

influencing large number of customers and hence increase market share of firm in time of
globalization. Internet marketing plays important role in increasing market share of firm as well
as attract large number of customers. There are number of methods which are used by
organization in order to attract customers such as promoting product on different social sites.
Report explain about internet marketing impact on Zara and the way in which it promotes
product & services of firm in time of globalization. It describes different author opinion
regarding fashion industry and the way it uses internet marketing such as Zara collaborated with
celebrities for reaching to customers on social sites in effective way. Research methodology also
explain in the report which explain different methods that are used scholar during the study for
example: Scholar has taken Interpretivism philosophy as social world has to be included in the
study. Data analysis was done in tabular form and it qualitative as well as quantitative. Primary
and secondary information gathered as well as analysis.
Recommendation
 Zara has to decrease its expenditure on unnecessary social media platform and set a
budget with effective planning for internet marketing which help in attracting customers
and increase profit share of firm in time of globalization. It has to analyse different sites
ROP and customer review and hence it will help in influencing large population of
United Kingdom for its fast-fashion.
 Communication changes must be done in Zara in order to effectively used internet
marketing tools for example: it has to advertise correct information related to product as
well as services. It decreases chances of confusion and positively impact on firm's
business in Global market.
 Organization has to decrease dependency on outsourcing firm for promotion of its
product as well as services and create its own department related to internet marketing.
Hiring talented and skilled professional social media handler can help in influencing
people. It increases speed of reaching to customer and there will fewer chances of
mistakes related to promotion of company's product as well as services.
 Training and development programs must be organized by firm in order to increase
innovation as creativity skills of social media handler when it tries to connect with people
via internet marketing,. Attractiveness of advertisement help firm in gaining customers
and increase market position of firm.

 Marketing team of firm must analyse the way in which different competitors using
internet marketing strategy and create impactive planning accordingly so that other firm's
customers can break and increase market share of firm in time of globalization. It also
impacts on setting effective strategy in globalize business and hence positively impact on
growth of firm.
 There are number social media sites but it is important that Zara choose the right one.
Facebook, Instagram, You tube are most effective social places where people can easily
influence for product as well as services and impact on business of firm in time of
globalization.
 There are number of tools that Zara has to used in order to analyse performance of
internet marketing such as Goo analytical tool, ROI checker which can impact on
business of firm in time of globalization and hence impact on business of Zara in positive
manner.

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APPENDICES