Digital Marketing Strategies for Online Fashion Retail Brands

Digital Marketing

Contents
INTRODUCTION.....................................................................................................................................3
Sector Review.............................................................................................................................................3
Detailed analysis of the best practice in the online fashion retail sector..................................................3
Strategic Approach....................................................................................................................................5
CONCLUSION........................................................................................................................................10
Recommendations...................................................................................................................................10
REFERENCES........................................................................................................................................12

INTRODUCTION
Marks and Spencer us a multinational retail brand that is having its headquarters present in
London, England. This is a brand that is having specialization in clothing, food and home
products. They are present on the London stock exchange and are part of the retail industry. They
are serving various locations worldwide (Munandar and Firmansyah, 2018). According to year
2020, there are approximately 80,000 employees who are working in different locations of this
organization. There are lot of changes that are taking place in both the external and internal
environment of various retail brands that is affecting their overall functioning.
There are both challenges and opportunities that are present in the macro environment.
Such, it can be seen that in recent years there have been a slightly fall in sales that have procured
for this brand after there have been risen in their food sales because if axing of St. Michael under
their own brand name (Hlaing and Kham, 2020). This organization also started their range of
Kellogg corn flakes in the year 2008, November that lead to more rise in the sales of food
products but there has been a slight decline in the overall sales of the nonfood products that are
part of this brand. With the advent of technology and the growth of internet there has been a
complete shift in the way organizations are using digital technology as a strategy for marketing
and promotion of their brand. It has led to increasing use of digital media for the purpose of
enhancement of overall sales (Silva, 2018).
Sector Review
Detailed analysis of the best practice in the online fashion retail sector
There are many practices that can be used by fashion retail brands for marketing their
products but the use of digital media is one of the most popular measures that can be adopted by
organization for purpose of marketing their brand. Detailed analysis of the best practice in the
online fashion retail sector
Digital marketing has in a very important for present marketers are involved in using
traditional marketing strategies. Digital marketing is a tool that has become more popular
because of different types of tools that are associated with the marketing. There are different
types of data part of strategies that can be used by online Fashion retail brands for enhancement
of their sales and increasing their sales. There are many practices that are part of online retail

fashion brands that have been a long time but because of the uses of Internet and growing
preferences of millennial towards such E-Commerce sites have resulted into complete
transformation in the way that social media tools into digital marketing tools so here below
discussed is one of the best practice that has been identified according to the present changing
economic scenario for global fashion brand.
Digital marketing being used as a promotional tool has many different aspects that are
associated with it and can be applied by organization. But the most important tool that is
becoming popular and applied by many organizations is the social media platforms. The
Integrated Marketing strategy of many fashion retail brands who are operating online has been
related with use of various applications such as Instagram, Facebook, snapchat, YouTube,
Linked in that are popularly used for the purpose of marketing their brand.
Social media marketing is a practice that can be very helpful in building long-term
meaningful relationships with the customers (Varakas, 2017). The fashion brands have been
growing more with the preferences of millennial generation who are referring to find products
rather than visiting physical stores as they approach search online sites 24 and 7 and they don't
believe in visiting to Physical stores. Organizations and many such fashion brands are using
social media marketing as a tool to approach and make their target segment of customers that is
these millennials to enhance their overall sales.
Such as in case of Facebook it allows various marketers to run various advertisement and
track the performance of their advertisement by uses of some special features that are being
present for search willing to use the medium to promote and market their brand.
There has been also use of various social media management tools for example buffer that help
in integration with such platforms and making the schedule of various social post and measures
the overall engagement of customers towards such post that are being added on the social media
pages of such brand.
Inbound marketing is a term that is associated with the social media marketing and
gaining lot of popularity. Inbound marketing is basically related with three steps that have to be
performed in order to engage the present customers and retain the new customers for a longer
duration of time.