Launching an Online Retail Clothing Business: E-commerce Strategies and Marketing

This report discusses the launch of an online retail clothing business named Fashion Style. It covers the e-commerce model, security measures, and marketing strategies for the business. The report also analyzes the B2C model, payment systems, and e-commerce security measures. The marketing strategies include email marketing, social media, and influencer marketing.

E commerce

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Description of business................................................................................................................3
Describing the e-commerce model:.............................................................................................3
Identifying the Marketing strategy...............................................................................................6
REFERENCES................................................................................................................................8

Executive summary:
The aim of the report is to launch online retail clothing business so that certain goals
could be achieved in effective manner. Also, the firm would be named as fashion style where all
the customers would have the latest trends of clothes at very reasonable prices against all the
competitors. Further, the report had applied B2C model that would allow the firm to develop
effective e-commerce strategies to meet certain objectives. Also, various payment systems such
as debit cards, credit cards and net banking would be adopted by quoted firm so that customers
would experience the smooth payment procedures. Moreover, E commerce security measures
that would be implemented by quoted firm to ensure safety and protection of the customers
would also be identified. Lastly, various marketing strategies such as email marketing, social
media, organizing events and programmes had also analysed in detail under this report.

INTRODUCTION
E commerce is essential activity through which goods could be sold easily through an
online social media platform. The present report is based on launching the new e-commerce
website Fashion style of clothing stores that will allow people to consume variety of dresses in
different parts of the world at reasonable prices. Further, e-commerce model along with certain
security measures that will be adopted by the quoted firm will also be discussed. Lastly, few best
marketing strategies for the firm growth will also be analysed in detail.
MAIN BODY
Description of business.
With the continuous change in lifestyle and standard of living people always wish to
consume variety of clothes to wear at different events at regular time period. Thus, particular
segment in which the activities will be conducted would be online retailing clothing business
with name “ Fashion style ” that would help the potential customers to consume large variety of
dresses or garments at reasonable prices than the competitors. Also, all the garments would be
according to the latest trends and fashion prevailing in the market that would be sold through an
efficient e-commerce website (Tran, 2021). Further, through development of this site people
would be able to save time and money that otherwise have to be invested while visiting in any of
the offline stores.
Also, consumers would also get the knowledge of the latest prices and collection that
fashion style will introduce at its online website in easy and quick manner. Moreover, this
retailing unit will only available online because it will provide enough convenience to the
potential customers to avail the services any time in a day without worrying about the opening
hours (Li and Ku , 2018). Also, this website will help various people living in different parts of
the world to consume variety of outfits in just one click while relaxing at the home.
Describing the e-commerce model:
E commerce model will be developed through carefully analysing the various market
factors so that there are no losses in the future operations of the business. Also, for the quoted
company website the B2C model would be adopted that would be created through the word
press software so that goods would be sold directly to the customers without the interference of
any third party (Mohd Satar , Dastane and Ma’arif , 2019). Thus, the quoted business would have

shorter sales cycle and hence there would be less recurring orders than the B2B model. The
effective business models there are of various types such as direct selling, online intermediaries
and advertising based model. Hence, the one that will be adopted for this online retailing would
be direct selling so that goods could me made easily available to different customers.
Further, transactional revenue model would be opted for this website as it is the most
effective way to generate the profits for the business as this model is based on acquiring certain
charges with all the service or product that will be provided by fashion style. Moreover, the
customers would be happier through this model as they would have wider options because of its
simplicity (Leung and et.al., 2018). Also, all the target audience would be from age group of 18
– 35 that consists of younger age group that are curious and concern about opting the latest
trends in market. Also, this segment would be targeted because their consumption pattern varies
over period and thus low cost products offered by fashion style would attract them more.
Further, best model would be opted after the complete analysis of strength and weakness,
developing e-commerce map and also through analysing the software, telecommunication,
human resources and total cost involved in the project so that revenues could be easily
calculated. Also, the development of the website would be done in easier manner so that
customers do not find difficulty while browsing any of the pages or to search certain products or
there choice (Hallikainen and Laukkanen , 2018). Further, the website will be optimized through
making timely changes on the official pages so that various offers and discounts could be shown
quickly to the customers.
Moreover, to increase the business sales in the earlier stage the fashion style would adopt various
strategies that are as follows:
 Giving discounts or free shipping.
 Building various loyalty programmes.
 Highlighting certain top selling products on the website.
 Keeping various product filtering options.
For the fashion style the payment systems would be highly secured so that there is no
unauthorized access of any unknown party. Also, such security would ensure that current and
potential customers do not have fear of making certain payments via online medium ad thus the
brand image of the quoted firm would also be maintained. Moreover, the best e-commerce
business strategy could be linked to porter generic model where cost leadership would be

followed by quoted firm. Furthermore, the best payment system that would be followed by
fashion style would be ;
 Debit cards
 Credit cards
 Digital cash or net banking
 COD ( cash on delivery)
 E wallet.
Through these methods the user can enter the bank details for the first time and make
easy purchases every-time when shop with fashion style. Also, it is seen that the credit card
payment system is very popular method and thus it will allow more individuals to avail the
services of the website. Further, the e-commerce security of the website would be maintained
based on the six dimension such as integrity, authenticity, availability, privacy, non repudiation
and confidentiality(Thalassinos and Thalassinos , 2018). Also, the risk would be minimized
through performing a complete risk assessment that will be helpful in gathering data related to
any threat that is currently present or is related to the future. Further, the security would be
improved through
Installing the HHTPS Protocols: These would help fashion style in helping the users have
positive experience while navigating on various pages of the website as it will provide enough
security and protection.
Keeping the CVV and AVS verification: This system would allow the user to have security
while making any online payments or dong the check out on the website. Moreover, it will detect
id any fraudulent transactions that are made in the name of the user.
Performing periodic backups: Further, it is known that periodic backups would be enabled so
that all the relevant information could be stored and collected on the regular basis for any of the
uncertain events in the future (Ingaldi and Ulewicz , 2018).
Transactions monitoring: The quoted company would review each transaction so that any
suspicious activity would be easily identified. This could be in the form of matching billing and
shipping transactions so that any fraudulent activity could be stopped. Further, monitoring the
various transaction would allow the firm to identify third party activities that are trying to collect
some data (Mainardes , de Souza and Correia , 2020). Thus, all the sensitive information would

be protected in the best possible manner so that customer loyalty could also be maintained in the
long run.
Identifying the Marketing strategy.
For the fashion style all the marketing strategy would be adopted in cost-efficient manner
so that the prices of the products are not kept higher and also quality is not compromised. There
are certain strategy that are described as follows:
 The members of the website would utilize the current email lists of customers so that
regular updates, offers, various promotions of goods and information could be shared
easily so that effective marketing could be done (Einav and et.al., 2017).
 To enhance the digital engagement with the customer the quoted firm would use various
social media channels such as Facebook, Instagram and twitter to organize certain give
away, display new products etc. so that more sales could be generated.
 Also, for SEO the website would be optimized so that every individual is able to find
about the website information and services offered.
 Furthermore, useful content would be created in form of colours, picture, videos etc. so
that it is more attractive to the potential customers and thus huge value for the firm would
be created(E-commerce marketing, 2021)
 While working after sometime the fashion style would partner with complementary
brands that have the similar target based audience so that both the brands could be
invested in more efficient manner. Also, this marketing technique would allow the firm to
have large customer base as both the brands are combined (Alfonso and et.al., 2021).
 Moreover, to create a better marketing strategy the quoted firm would participate more in
online events and programmes so that latest details regarding the product that is sold in
the market could be communicated at public places.
 With the increase in the revenue over a certain period the quoted firm would seek options
of influencer marketing. Although it is costly method as influencer need to be paid but
this would allow the firm to target market audience in the best manner.
CONCLUSION.
From the above report it can be concluded that e-commerce platforms pays an important
role when any individual wants to start small business or expand the existing one through taking

various measures. Also, through e-commerce large number of people could be reached in the
easiest manner through least cost and time effots. Further, the report had analysed B2C model
that would help fashion style to serve it customers. Also, in this report the benefits of using B2C
model that would allow the firm to sell goods according to the needs and wants of the customers
had also been discussed in detail. Also, the efficient e-commerce business model along with
extra security measures that would be taken by the quoted firm to improve the functioning and
security of the website had also been discussed. Thus, this would allow the firm to increase the
current market base and generate greater revenues in the future. Lastly, various marketing
strategies that would help the firm to build the brand image and customer loyalty in the future
had also been analysed in detail. Also, these strategies would allow the quoted firm to take
various strategic decisions in most efficient manner that would help fashion style in future
growth and sales.

REFERENCES
Books and journals.
Alfonso, V. and et.al. , 2021. E-commerce in the pandemic and beyond. BIS Bulletin. 36.
Einav, L. and et.al., 2017. Assessing the gains from e-commerce. Unpublished manuscript.
Hallikainen, H. and Laukkanen, T., 2018. National culture and consumer trust in e-
commerce. International Journal of Information Management. 38(1). pp.97-106.
Ingaldi, M. and Ulewicz, R., 2018. Evaluation of Quality of the e-Commerce
Service. International Journal of Ambient Computing and Intelligence (IJACI). 9(2). pp.55-
66.
Leung, K. H. and et.al., 2018. A B2C e-commerce intelligent system for re-engineering the e-
order fulfilment process. Expert Systems with Applications. 91. pp.386-401.
Li, C. Y. and Ku, Y. C., 2018. The power of a thumbs-up: Will e-commerce switch to social
commerce?. Information & Management. 55(3). pp.340-357.
Mainardes, E. W., de Souza, I. M. and Correia, R. D., 2020. Antecedents and consequents of
consumers not adopting e-commerce. Journal of Retailing and Consumer Services. 55.
p.102138.
Mohd Satar, N. S., Dastane, O. and Ma’arif, M. Y., 2019. Customer value proposition for E-
Commerce: A case study approach. International Journal of Advanced Computer Science
and Applications. 10(2).
Thalassinos, E. I. and Thalassinos, Y., 2018. Financial Crises and e-Commerce: How Are They
Related. Available at SSRN 3330169.
Tran, L. T. T., 2021. Managing the effectiveness of e-commerce platforms in a
pandemic. Journal of Retailing and Consumer Services. 58. p.102287.
Online
E-commerce marketing. 2021. [Online]. Available through
:<https://www.bigcommerce.com/blog/ecommerce-marketing/#executing-an-
ecommerce-marketing-plan>.