Impact of Effective Marketing Strategy for Attracting Customers in Fashion Industry

This dissertation explores the impact of effective marketing strategies in attracting customers in the fashion industry, with a focus on H&M. It discusses the concept of marketing, types of marketing strategies, challenges faced by H&M, and the impact of effective marketing strategies.

IMPACT OF EFFECTIVE MARKETING
STRATEGY FOR ATTRACTING THE
CUSTOMER IN FASHION INDUSTRY
CHAPTER 1: INTRODUCTION 3
1.1 Background of the Research 3
1.2 Rationale 4
1.3 Research aim and objectives 4
1.4 Research questions 5
1.5 Brief structure of the research 5
LITERATURE REVIEW 7
Concept of marketing used within the organisation 7
Types of marketing strategy adopted by company in attracting target customers 9
What are the major challenges faced by H&M while designing the marketing strategy for their
Brand? 10
Impact of effective marketing strategies towards attracting the customer 12
Conclusion 14

REFERENCES 15

CHAPTER 1: INTRODUCTION
1.1 Background of the Research
Marketing plays a vital role in creating new customers and business for the company in
today’s competitive environment. Marketing can be defined as a process of bringing a new idea,
product and service according to the tastes and preferences of the customers. Effective marketing
strategies have a positive impact in attracting existing and new customers towards buying the
products and services offered of the company (Poradova, 2020). A marketing strategy is made to
appeal the customers and mainly aims to make them understand about the business products and
services. For attracting new or existing customer base it is important for the company to identify
and study the needs and wants of the customers and then deciding upon which strategy is best for
retaining more sales. While building effective marketing strategies it is necessary for the
company to communicate with its customers emotionally because customers easily connects
themselves from emotions like joy and surprise. Providing a different and unique marketing
strategy helps in gaining all kinds of customers for buying the products and services of the
company as compared to other competitor’s products.
Choosing the right market segment to attract customer is important for the company
because this will result in high growth and productivity in the market. Marketing products by the
use of social media is rapidly increasing as most of the customers spent time of social media
apps to buy products or to watch movies (Kalogiannidis and Mavratzas, 2020). This is
considered as the fastest mode of converting targeting audience into real buyers when companies
display products in an innovative manner online. Marketing strategies like promoting products
through celebrity endorsement tool helps in achieving more customer base as people are attached
to a particular celebrity and this builds a sense of emotional attachment with that product.
Marketing strategies are the main source of the company by which they can sale and promote
their products or services to the potential buyers so it is essential to select effective marketing
tools which helps in sustaining in the competitive market.
H&M is a leading and fastest selling fashion clothing brand such as accessories for men,
women, children and teenagers. It sells and promotes their products ob both online and offline
platforms in order to attract existing and new customers for buying top quality clothes. The
company always focuses on determining effective marketing strategies so that more customers

come to know about their quality product and service that they offer. The company always tries
to come up with new and creative that helps in increasing the desire of customers to buy clothing
products. The quality clothing products offered by the company are of reasonable rates in order
to retain customers. H&M focuses on promoting its products through social media platforms so
that more and more customers can reach their products and change their buying decision. The
company must offer eye-catching and exciting discounts and schemes because this attracts most
of the customers to buy products (Mulyana and et. al., 2020). The brand mostly focuses on
targeting teens because they like to wear different types of clothing products which gives them a
different style and look, so the company produces products that are liked by the teenagers. The
price of the company products is comparatively low than its major competitors like Zara and
GAP so that more customers gets attracted towards buying quality clothes.
1.2 Rationale
The main rationale regarding doing this research is to identify the impact of effective
marketing strategy in attracting the customer. Current research is important for the various
stakeholders that are customers, H&M, researcher and students. For the researcher, this research
is important for them by improving their research skills such as time management, data
collection, decision making and many others (Chou and et. al., 2020). For students, this research
facilitates then by enhancing their knowledge regarding the impact of effective marketing
strategy in attracting the customer. For H&M, this research highly essential for them by
increasing number of customers through the effective marketing. For students, current research is
highly beneficial for them by increasing their understanding about the best brand. Thus, these are
main stakeholders that will be benefited from the current research.
1.3 Research aim and objectives
Research aim:
The aim of this research is “To identify the impact of effective marketing strategy in attracting
the customer”: A study on H&M.
Research objectives:
 To understand the core concept of marketing used within the organisation
 To identify the types of marketing strategy adopted by H&M in attracting target
customers

 To discuss the challenges faced by H&M while designing the marketing strategy for their
Brand.
 To examine the impact of effective marketing strategy towards attracting the customer by
H&M.
1.4 Research questions
 What is the core concept of marketing used within the organisation?
 What are the types of marketing strategy adopted by H&M in attracting target
customers?
 What are the major challenges faced by H&M while designing the marketing strategy for
their Brand?
 What are the effective marketing strategies towards attracting the customer by H&M?
1.5 Brief structure of the research
There are different chapters that are useful in completing full dissertation systematically
and successfully. These chapters are defined below;
Chapter 1: Introduction: This is a first chapter that helps an investigator in completing
full dissertation in an effective and successful manner. This chapter includes various information
that is research aim, objectives, research questions, rational and background of the study.
Chapter 2: Literature review: This is an important chapter that assist an investigator in
collecting secondary information about the topic. There are various sources that will be
beneficial for them by collecting secondary data regarding the impact of effective marketing
strategy in attracting the customer (Sadchenko and et. al., 2020). These sources are books,
journals, articles and many others.
Chapter 3: Research methodology: This chapter is important for the researcher because
it assists them by providing information regarding effective methodology. There are different
types of methodologies that will be used within a current research. These are; deductive
approach, positivism philosophy, quantitative research, questionnaire and 20 customers.
Chapter 4: Data analysis: This is another essential chapter of completing dissertation in
an effective manner. In this research, quantitative data will be collected from the questionnaire
and for evaluating this; frequency distribution analysis will be followed by researcher. This is an
analytical tool of analysing quantitative information in less time period.

Chapter 5: Conclusion and recommendations: This is a last chapter that helps
investigator to concluded information about the entire chapters in precise and effective manner.
In recommendations, various appropriate recommendations will be given to the H&M about how
to attract customers through marketing strategies (Abdullah and et. al., 2020).

LITERATURE REVIEW
It is the chapter which holds great significance as it collects major second-hand
information about the whole topic of the investigation. It only uses secondary sources such as
books, journals, articles, publications etc. It focuses over addressing each research question with
the help of reliable and accurate second-hand piece of information.
Concept of marketing used within the organisation
According to Anthony (2019), in today's competitive business world, the role of
marketing in companies is too significant to be avoided or ignored. Small and large scale
companies are continuously competing in the same market and the most proactive and innovative
have emerged victors. Current global economy has realised the significance of small companies
and are continuously providing them the much required support for sustaining their development
and growth. As an outcome, survival of an organisation is dependent upon their wise marketing
efforts coupled by financial operations among other operations within their structure. With
passing time, competition is escalating and major inroads are attained in the utilisation of
advanced technology. Social media channels are used by companies with the motive of capturing
the attention of audience towards their service and product offerings. Most of the companies
have attained great success and customers are now more aware and informed than they were a
few years back.
As per the opinion of Mitchell and Clark (2019), marketing is one of the elements which
play significant role in the process of establishing relationship between the organisations and
customers. It provides confidence among people to try a new offering in the market in
comparison of products which enter the market without any particular publicity. It makes the
function of marketing crucial in every company irrespective of whether the company is a non-
profit or profit centred. In simpler language, marketing shapes the image of the company, how
customers associate the company’s products or services and indeed provide customers the
confidence about their services or products. In terms of profit led companies, marketing is
greatly responsible for the increase in revenue and rise in company's profitability. In addition, the
function also assists growing of the clientele or customer base for the company. This is mainly so
when the company is dealing with more of corporate consumers and where decisions include
multiple parties.

The function of marketing is also related with branding of the company, participation in
publicity functions, promotion and consumer interaction through review and feedback collection.
Every launch of the product commences with the process of marketing and also ends with
marketing. The marketing department of an organisation determines the requirements of the
customers and after launching the product, this department seeks to determine whether the
requirements of the customers were met. Companies are competing to be at the top of the
people's mind and at the same time putting efforts to protect the market share. As an outcome,
the marketing function conducts campaigns time to time, promotions and this is proven to be
successful initiative for attracting more number of customers. In the absence of marketing,
brands will not be illuminated and companies would be lifeless. A success of an organisation is
not only determined by the application of great funds to the several portfolios of investment
however, also by the relationship created with the customers, which is a function of marketing.
As per the opinion of Matic and et. al., (2019), marketing is the concept which clarifies
about what customers need, what customers trust, which product is complimented by customer
and so on. The way an organisation market their business identifies if the company will be
successful or not. Thus, marketing refers to a tool used for creating and maintaining demand,
competition, reputation, relevance and many more. It is significant for businesses to engage with
large number of customers. Engaging consumers is different from pushing offers. Engaging
includes providing consumers with accurate information about products and business well.
Marketing is also about making fresh information and content. With the help of marketing,
companies tell their customers about the offerings they do not know. Generally, it is worth
customer's time and interesting. Social media is one of the greatest channels where they can
easily engage their customers. Some companies make short videos and also utilise humor-laden
tricks for engaging customer base. With engaging customers, marketing provides them a sense of
belonging. The life span of business is positively correlated to reputation of the business. Thus, it
is fair to tell that reputation of a company identifies brand equity. A large number of marketing
tasks and activities are geared towards making the brand equity of the organisation. Reputation
of the business is built when it timely meets the expectations of the customers. The consumers
become proud to be related with the products. Marketers have used effective communication,
CSR, PR and branding strategies for ensuring that reputation of the business is maintained.

Types of marketing strategy adopted by company in attracting target customers
As per the view of Kadekova and Holienčinova (2018), to grow the business it is very
important for the company to use different types of marketing strategy. This helps them to gain
customer as well as attract customers for the company. Having an effective marketing strategy
also helps them to reach with the target customer. Some of the marketing strategy which is used
by the organisation to attract the buyers are as:
Social media marketing: It is the marketing strategy in which customer are attracted for
the company product using various social media sites. This is one of the effective marketing
strategy in recent time which connect various users towards the company. This marketing
strategy helps in focusing valuable content to the buyers across social network. In the current
digitalisation era this is one of the effective approach if the organisation wants to attract
numerous and diversified buyers for their goods and services (Wang and et. al, 2020). This
approach also increases the visibility and traffic of the company. Company share videos, content,
images on Facebook, Twitter, LinkedIn and many more. So that they can gain attention of
various target audience for their company.
Paid media advertising: It is the tool which gain more importance day by day. This is
because various customers are using different sites and to attract their attention it becomes
necessary for the company to advertise their product on different application.in this company pay
an amount to increase the company website traffic and then advertise their product in the market.
In paid media marketing one of the most attractive method is Pay per click (Li, Larimo and
Leonidou, 2021). Using this company paid amount for a link that will appear on the top of the
search engine when buyers search for the product or service related to the company. Every time a
buyer clicks on the link company pay to the search engine.
Internet marketing: Another marketing strategy which is used by the organisation to
attract buyer’s attention is internet marketing. This is an online marketing option in which
companies used both web and email to promote their product. This is done when company want
to tell the buyers about the sale and offer they are giving on the goods and services. This is the
strategy which is mostly used by the fashion and retail industry. This is also done so that large
pool of customer can know about the brands sale and offer. It is also one of the cost effective
approach as company can interact with large audience in single time (Tong, Luo and Xu, 2020).

Offering discount to new buyers: In the recent time customer looks for attractive deal
and offer. So attract the buyers and gain market share company are also using the marketing
strategy is discounting offers to new customer. They introduce discount or special deal to the
first time purchaser so that more numbers of buyers can purchase product. Some of the offer
which is giving under this strategy is buy 2 get 1 free, free gift, special discount up to certain
limit and many more (Ahmad, Ahmad and Bakar, 2018). This type of strategy attracts various
new buyers as the shopping habit of the consumer changes when they get to know about such
type of offers. This type of strategy also helps the organisation to track the buyers purchasing
process as well as get to know about which type of offer they use. This further helps them to
design strategy as per the offers they redeem within the business (Solimun and Fernandes, 2018).
Customer referral program: One of the vital marketing strategy which also helps the
organisation nowadays is introducing customer referral program. This type of strategy best work
when brand gain the customer’s loyalty. Companies think that the existing buyers are the best
source through which new customer can be attracted.so this strategy helps the brands in which
they give discount to both the new buyers and existing customer. This type of marketing strategy
helps them to satisfy both the types of consumer (Sengar, 2021).
Online rating and review from buyers: In the current era, companies are also focusing
on developing the strategy through which they can get review and rating for their brand. This is
one of the vital strategy which also helps the brands to get the feedback for their product and ion
the basis of which they review on this. Having a positive feedback also helps in gaining more
buyers as new customer gets attracted by the review they see for the brand. This review is also
used by the company as they link this review on their website (Anshari and et. al, 2019).
What are the major challenges faced by H&M while designing the marketing strategy for their
Brand?
As per the opinion of Adebiyi and Bello (2018), every organisation faces challenges in
the procedure of designing and developing marketing strategy for them. For many companies,
marketing is one of the vital procedure to sell products and services and gain attention of new
customers. Marketing is one of the significant procedures that organisations consider to find new
customers and turn them into paying consumers. Such as it is not easy to generate traffic and
leads for that chosen company can make use of content for attracting desirable traffic.
Sometimes budget can be an issue for the marketing campaign and the chosen company must

make preventive measures in order to reduce the adverse impact. Marketing team of the
organisation experiences many challenges and can become barrier in the ability of selling
products successfully. This prevents companies from gaining great revenues and profits. Some of
the common challenges faced by organisation like H&M in the procedure of designing marketing
strategy are: recruiting talent, maintaining a sufficient budget, finding the right tools, retaining
and training staff, selecting effective tactics, increased competition and many more.
According to Roche (2021), one of the major challenges in the process of developing
marketing strategy is increased competition. Industries which are experiencing great growth then
marketing teams may encounter more competition from similar organisations. With this
particular challenge, some of the teams focus over creating content at a higher rate for increasing
the market share. While this may be effective, it is generally more helpful for making content
and matter more competitive by improving the quality. Analysing several campaigns focusing on
the greatest ones. Company can put more resources into further developing those strategies.
There are several ways for reaching existing and potential customers. So, it is significant for
identifying which strategies and campaigns are most efficient and effective and which ones take
more resources than they form. Focusing on right campaigns can assist company lower costs and
rise profitability. One method of identifying greatest profitable tactics is tracking metrics on all
of company's campaigns and advertising and promotional platforms. Company uses automated
tracking for making procedure of marketing easier and more thorough. When company
understands how selecting campaigns and channels are performing, they can easily eliminate
inefficient channels and invest more in best and effective marketing strategies.
The other main challenge faced by company is selecting effective tactics. There are
several ways of reaching customers. So it is significant of identifying which strategies and
campaigns are effective and which ones take more resources than they form. Focusing on
effective strategies can assist company decrease the costs and increase the profitability. The best
way of determining most profitable tactics is tracking metrics on all of campaigns and
promotional platforms. Company uses automated tracking for making the procedure easier. The
other major challenge is generating leads. Leads are companies or individuals who highlight an
interest in the products and services. A primary objective of marketers is finding leads and
converting them into customers who actually pay to company in exchange of products and
services. Lead generation is one of the challenging challenges in the industry with great

competition. There are various methods to mitigate the issue: monitoring new developments in
marketing, incorporating new tactics into marketing strategy, comparing products to those of
competitors, taking steps to find out what matter appeals to potential consumers, tracking
conversion rates for discovering what earns responses from customers and so on.
As per the opinion of Kaziba (2020), marketing tactics and tools generally change
rapidly, along with expectations of the customers. It is significant for professionals of marketing
to consider the most effective and present tools to attract and retain customers. Considering
inappropriate tools can prevent organisations from staying competitive and forming the best
selection of their leads. One of the marketing tools is customer relationship management
software. These programs can assist company to treat contacts of the team, learning more about
them and developing effective strategies to get their business. An organisation can consider
utilising analytics software and marketing automation tools. The other common challenge is
maintaining a sufficient budget within the procedure of marketing. Marketer generally face issue
of lack of resources and funding. This could occur if an organisation is having losses or if
marketing campaigns do not provide a return on investment. Insufficient financial resources may
create barrier in the path of marketers from reaching their potential or decrease an organisation's
growth. For overcoming issues of funding, it is significant for marketing teams to establish value
to organisation leadership. One of the effective strategies is reporting and tracking on valuable
performance metrics.
Impact of effective marketing strategies towards attracting the customer
According to the view of Shin and Kang (2020), it is very important for the companies to
have effective marketing strategy for their company. This is because it helps them to attract
various buyers as well as gain more attention of the consumer. In the recent time the competition
in the market increases. So to gain the competitive edge it is very vital to have a good marketing
approach for the brand. Having the market share helps the company to gain success as well as
grow their business in large manner.
Effective marketing strategy positively impact the organisation to gain attraction of the
buyers as well as gain various organisational benefits. Customer are positively impacted towards
the brands as well as gaining more attention of the new and existing buyers. Some of the positive
impact are as follow:

Brand awareness: One of the advantage that company get by using marketing strategy is
increasing the brand awareness for their company. This helps in gaining more market share as
buyers get to know about the brands by various marketing strategy they use to promote goods
and services (Hanaysha, 2018). Brand awareness is gained by the company by using various
social media channels and network like Facebook, Twitter, LinkedIn and many more. Some
other ways to raise awareness is posting blog, using press conference and many more. Theses all
ways are impacting the brands in good manner as buyers get to know about them.
Generating leads: Another vital impact of marketing strategy is generating leads by using
marketing strategy. This is the positive impact of marketing strategy as in recent time leads for
the brands are generating using various social media channels and platform (Li, Larimo and
Leonidou, 2021). The leads which are generated helps the company to accelerate growth and
success in the business. Marketing strategy are designed by the brands in such a way that they
will impact the business in right manner. Effective and efficient marketing strategy also helps
the brands in large manner as now days getting leads is difficult and for this innovation and
creativity must be there (Osei-Frimpong, Donkor and Owusu-Frimpong, 2019).
Customer retention and growth: Using marketing strategy also helps the company to
retain customer as well as grow their market growth. Promoting and advertising has ensured the
company to increase their sale as well as make good interaction with them. Having retained
customer also helps the company to get time for developing new business opportunities.
Marketing strategy also helps them to gain more growth as wider buyers can be attracted using
different marketing strategy. Companies sale gets up and this helps them to get more new buyers
for their brands (Sun, Fan and Tan, 2020).
More satisfied customer: One of the vital impact of effective marketing strategy is having
more satisfied customer. This is because company get to attract various new buyers as well as
existing customers as well as. Marketing strategy also helps them to satisfied their customer in
large manner (Brewer and Sebby, 2021). Companies get to know about whether their buyers are
satisfied with the company or not. Good marketing strategy helps the consumer to write review
for their experience and theses feedbacks or review also assist the brands to take action against it
(Roozitalab, 2022).

Thus, having a good marketing strategy helps the organisation in large manner as they will
get to interact with the buyers as well make an effective engagement between the brands and
consumers in sound manner (Ahmad, Ahmad and Bakar, 2018).
Conclusion
From the above gathered data from literature review it is concluded that in recent time
attracting consumer for the brand is very important. This is because it helps them to gain market
share as well as gain more new consumer for the brand. Marketing strategy also plays vital role
in promoting and advertising company’s product and services. In current era, having a strong
customer base is very important because it helps in increasing business growth and success.
Different organisation is using various marketing strategy which helps them to attract the buyers
for their company. Some of the key vital strategy which is used by the company in recent time
are social media marketing, email marketing, internet marketing, discounting and offering,
customer feedback and review etc. These all helps the organisation to attract buyers as well as
increase their sale. Some of the benefit which is gained by the company using effective
marketing strategy are more satisfied customer, new buyers, increased productivity and
performance, good brand image and many more. Thus, it is very significant to use innovative and
creative marketing strategy for their buyers as well as for brands.

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Car Market (Doctoral dissertation, Cardiff Metropolitan University).