Role of Social Media in the Promotion of John Smedley's Orchid Women Wear

This report discusses the role of social media in promoting John Smedley's Orchid Women Wear. It highlights the importance of social media in branding and improving brand image. The report also discusses the impact of social media advertising on the brand image of John Smedley.

Running head: ROLE OF SOCIAL MEDIA IN THE PROMOTION OF JOHN SMEDLEY’S
ORCHID WOMEN WEAR
Role of Social Media in the Promotion of John Smedley's Orchid Women Wear
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
This report deals with the social media communication in the context of John Smedley. They
want to promote their new brand Orchid women wear through social media application.
However, social media plays an important role in branding as well as improvement of the brand
image. Social media delivers the message regarding the brad towards the public domain.
Therefore, the organization collects the public feedbacks regarding their brand, which improves
their brand image in the public domain. Inappropriate delivery of the messages often hampers the
advertisement process in the social media. Moreover, it is crucial for John Smedley to enhance
their new branding by using social media application. However, traditional communication
system is a time consuming process. Hence, it has found that social media application will be
helpful to promote the John Smedly’s Orchid women wear easily and quickly.

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Table of Contents
Introduction......................................................................................................................................4
Company background......................................................................................................................4
Issue identification...........................................................................................................................5
Role of social media in branding in the context of Johh Smedley..................................................5
Critical discussion of the impact of social media advertising on the brad image of John Smedley7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Social media communication has been emerging rapidly in the recent years. However,
maximum businesses use the social media as their communication tool to cover a large number
of customers (Holt 2016).Social media communication refers to the communication process that
is exhibited through the use of digital tool. As commented by Ramanathanet al. (2017), social
media communication is a modern business process, which can be done by using electronic
media. However, for business organizations, it is crucial to incorporate the modern technology in
their communication system to enhance the customer service. Hence, application of the social
media gives the opportunity to the business owners to promote their brand as well and their
products by using the digital media, which is an example of modern technology. This study deals
with the promotion of Orchid women wear, which is a popular brand of John Smedley. This
organization sells over 30 countries in the world. This is a UK based knitting fashion company
and established in 1784. This brand has 200 stores all over the world and their sales revenue
generation is high. Therefore, the role of the social media in the branding of John Smedley will
be discussed in this study. A critical discussion will be conducted in this study based on the
application of social media in branding.
Company background
John Smedley is a UK based fashion organization that offers various types of women’s
wear. However, woolen clothes, cotton wear and various types of fashionable clothing items are
the major products of this organization. John Smedley is popular for the knitwear products. One
of their popular products is Orchid women fashion wear. This organization is a global operator
and has business throughout the world. This organization is considered as one of the leading

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companies for their fine gauge knitwear products. In the recent years changing demand of the
customers is the major challenge of the global fashion market. However, it is often difficult for
the fashion organizations to cope up with the changing need of the consumers as a result, there is
a huge competition among the fashion companies to make something unique or innovative
product. Orchid women wear is a renowned brand of John Smedley among their various women
wears (Johnsmedley.com 2018). This is a knitwear product and made up of wool. This is very
much comfortable for the women in any weather. Thus, this brand is popular among the women
who prefer to use John Smedley products.
Issue identification
Traditional communication or advertising process in the business promotion needs a
proper budget and a specific market (Bremset al. 2017). TV, direct mail, newspaper, and radio
are the traditional communication channels that are used in the business. The traditional
communication channels are more expensive in comparison to the social media communication
as traditional communication needs more workforce while social media needs less workforce and
it depends on the technology. In the recent years, John Smedley has faced issuesdue to the using
of traditional marketing communication. Traditional communication channels need a particular
target audience as a result, it is difficult for the organization to select the target audience. On the
other hand, they are not able to cover a huge range of consumers through this traditional
communication process. In the year 2014 their sale was increased by 14% from the previous year
and the revenue generation was £17.2. In the year 2015 their customer number is increased by
10% from the previous year, which ensures their growth in the global market (Johnsmedley.com.
2018). However, traditional communication process has a specific target market but social media
does not need any specific target market as it covers a large range of customers from different

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geographical regions (Kedzior et al. 2016). Hence, by the application of social media, John
Smedley can promote their Orchid women wear in a huge range of customer domain easily.
There is no need to expand the high budget to implement this communication process.Traditional
media includes personal selling, pamphlets and leaflet distribution that needs more workforces.
This enhances the cost of the product promotion (Nyangwe and Buhalis 2018).However,
application of the social media in the promotion of the business will be an effective approach for
such organization as it will help them to cover a large number of people from different
geographical regions.
Role of social media in branding in the context of Johh Smedley
Clothing products among the other products of the fashion industry run fast. However,
consumers especially the women have a strong addiction towards the clothing products. They
prefer the variety of products, which are comfortable to wear (Kedzioret al. 2016). Hence, the
traditional marketing or communication is not as effective as the social media communication in
promoting a brand as the traditional marketing process is not attractive like the social media.
Through the social media women can see a variety of products and they do not need to go
outside. In order to improve the brand image of an organization promotion through social media
is an effective approach for the organization. In the context of John Smedley, they want to
improve the brand image of Orchid women wear through the application of social media. As
commented by Nyangweand Buhalis (2018), social media users keep the brand name in their
mind, which they saw in their social networking site. This is a big opportunity for John Smedley
to improve and promote their brand Orchid women wear.

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One of the major positive outcomes of social media application in branding is
communication with the business goal (Deckers and Lacy 2017). However, in the context of
John Smedley use of social media will help them to deliver their business objective regarding
their brand Orchid women wear to the consumer domain by providing a detailed product as well
as brand information. John Smedley can give the benefits of the products through the websites
and it will be shared via social media like facebook, instagram etc.
Cover a large number of consumers for a particular brand
In the recent years, people are more technology oriented as they use the technological
device rapidly to make their life fast. They have limited time to watch television, magazine and
another traditional advertising process (Dinnie 2015). Therefore, maximum people spend a lot of
time on the social media website as they get refreshment and also gather new knowledge
regarding any product or service via social media. People have a great attraction towards the
social media and they search new fashion products and brand through it (Dinnie 2015). As a
result, advertisement through the social media such as Facebook, Twitter and Instagram will be
effective for John Smedley to promote their brand Orchid women wear. This will give a great
opportunity to John Smedley to promote their new product in a large consumer domain by using
the social media in brand promotion.
Get customer reviews regarding a brand
Social media makes a unique platform for John Smedley for their new brand and they
will be able to get customer feedbacks via such sites. Such customer review is a good process for
an organization to understand their brand position in the market (Habibiet al. 2016).Changing
needs of the consumers is a big problem for the fashion market and they do not understand the

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exact demand of the consumers. However, by checking the customer review regarding a product
on social media sites the organization will able to understand the type of the products that the
current market prefers.
Enhance the information sharing regarding the brand
Social media is an effective way for the business as it allows the consumers to research
discover and share the information about a brand (Dinnie 2015). Application of the social media
in the branding of John Smedley will bring a scope for their new brand Orchid women wear to
reach in a large domain of the consumers. Social media advertisement will help the consumers to
attach with the organization by sharing their feedbacks. This also improves the customer
engagement in an organization. Good consumer rating will improve the brand image in the
competitive market. Therefore, social media will help John Smedley to share content of the
product information quickly in the context of Orchid women wear. As a result, the consumers
can easily access the product details as well as the brand details, which enhance the branding
process of such organization.
Critical discussion of the impact of social media advertising on the brad image of John
Smedley
Today the application of the social media is an integral part of the daily life. People from
different parts and the entire world can be connected through the social media. In the context of
business as well as the fashion industry social media plays an important role to promote a brand
and to improve the brand image (Habibi et al. 2016). It is important for John Smedley to improve
their brand image by suing the social media application. They can influence the public opinion
regarding their new brand Orchid women to wear. As commented by Dinnie(2015), social media

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is the best platform to communicate with the people and people also share their opinion
regarding any product or brand. As criticized by Kohliet al. (2015), is the business industry does
not train their employees properly to use social media for business purpose then they fail to
communicate their brand vision. This can lead John Smedley to an inconsistent as a result; their
brand image can be affected. However, John Smedley can represent their brand image through
the social media application in the context of their Orchid women wear. On the other hand,
misrepresentation of the offered service or products and their features can hamper the brand
image of such particular brand.
Social media creates customer’s interest towards a product or a brand (Chahaland Rani
2016). In the context of John Smedley, advertisement or the promotion of Orchid women wear
through social media enables them to deliver their messages to the public domain quickly. As a
result, the audience starts to get information about the particular brand. Then they talk about the
brand and pay their attention to it. Shopping in recent times is popular in the social media
platforms. For example, Twitter and Facebook are two of the major social media platforms,
which contribute more to improving the promotion of a brand and the enhancement of its image.
For John Smedley, if they promote or advertise their products through such social media then
audience get information about their Orchid women wears. This will make their brand popular
and to improve its image in the consumer domain. Besides the positive aspects of social media
advertisement there are some negative aspects. As argued by Kohli et al. (2015), advertisement
via social media often affected due to the overflowing newsfeed. In the Facebook often people
skip the messages or advertisement of a brand due to the overflow of the newsfeeds. This may
affect the brand promotion in the context of John Smedley.

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Therefore, it is important for the organization to give a regular update of their product or
brand on the social media. If the gap occurs in this process then it will be difficult for John
Smedley to promote their brand Orchid women wear through social networking sites. On the
other hand positive outcomes of social media highlights that social media especially the
Facebook increase the customer engagement (Habibiet al. 2016). However, if John Smedley
creates a page on facebook regarding their Orchid women wears with more details then it can
reach easily to the consumer domain. Therefore, the consumers can give their feedbacks on this
Facebook page regarding this particular brand.
For John Smedley, they want to promote Orchid women wear via social media. Hence, it
has been found that women discuss more about the fashion over social media like Facebook.
Therefore, they refer to their friends the fashion brand that they have used. This will give John
Smedley a good opportunity to improve the brand image as well promotion of Orchid women
wear via social media advertisement.
Conclusion
The above piece of the study reveals the social media application in branding in the
context of John Smedley. However, this fashion organization is going to promote their new
brand Orchid women wear through the social media advertisement. However, the major problem
of current fashion market is the changing demand of the consumers. Hence, the application of the
social media will help John Smedley to gather the customer feedbacks and develop innovative
product as per the needs of the current market. It has been found that social media
communication to market a product is very popular in the recent years. People, specially he
women search new brand over the social media. One of the major drawbacks of the social media

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application is the inappropriate presentation of the brand information. Despite these challenges,
social media communication is an essential element of the modern business.

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