The impact of digitalisation on the marketing and growth of the fashion retail industry: A study on Burberry, UK

Research proposal

TABLE OF CONTENTS
Title..................................................................................................................................................3
Introduction......................................................................................................................................3
Background..................................................................................................................................3
Aim and objectives......................................................................................................................3
Research questions.......................................................................................................................3
Rationale......................................................................................................................................4
Literature Review............................................................................................................................4
Theme 1. Concept of Digital Marketing......................................................................................4
Theme 2. Types of digital marketing...........................................................................................4
Theme 3. Impact of digital marketing on retail sector.................................................................5
Research methodology.....................................................................................................................6
Research type...............................................................................................................................6
Research approach.......................................................................................................................6
Research design...........................................................................................................................6
Research philosophy....................................................................................................................6
Data collection.............................................................................................................................7
Sampling......................................................................................................................................7
Data analysis................................................................................................................................7
Ethical considerations..................................................................................................................7
Validity and reliability.................................................................................................................8
Limitations of the research..........................................................................................................8
References........................................................................................................................................9

Title
The impact of digitalisation on the marketing and growth of the fashion retail industry: A
study on Burberry, UK.
Introduction
Background
In present times, the world is witnessing a growth in the digital technologies through
innovation, particularly in the fashion retail industry which drives a significant part of the global
economy. The large-scale changes and digital transformation are resulting in a change in the
consumer behaviour and there is a high requirement of the digital marketing strategies to drive
growth in the business. Burberry is a British luxury fashion house that designs and delivers ready
to wear clothing such as trench coats, leather goods and fashion accessories for the high-end
consumers. The company is headquartered in London and is known for adapting innovation in its
products. The company also indulges in digital marketing which has notable impact on the brand
equity, revenue and sales growth (Zhu and Gao, 2019).
Aim and objectives
Aim: To determine the impact of digital marketing methods on Burberry in clothing retail sector.
Objectives:
 To understand the concept of digital marketing in fashion retail sector.
 To evaluate the types and methods of digital marketing for Burberry.
 To analyse the impact of digital marketing on sales and growth of Burberry.
 To propose recommendation on dealing with barriers and effectively implementing
digital marketing in Burberry.
Research questions
 What is he underlying meaning and concept of digital marketing in context to retail
industry?
 What are the various methods of conducting digital marketing in relation to Burberry?
 What is the impact of digital marketing on the sales and growth of Burberry?
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