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

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.