Digital Marketing's Influence on UK Fashion: Burberry Case Study

This report investigates the influence of digital marketing on the success of the fashion industry in the UK, with a specific focus on the luxury brand Burberry. The research explores the evolving landscape of digital marketing, including branding, technology integration, and the impact on consumer behavior and trends. It outlines the background of the research topic, the rationale for the study, and the research questions, aims, and objectives. The methodology employed encompasses both quantitative and qualitative research methods, including surveys, observations, and the analysis of secondary data. The report also details the sampling techniques and the resources used to conduct the research. The conclusion summarizes the findings and emphasizes the importance of digital marketing strategies for businesses like Burberry to achieve market success and maintain brand awareness in the competitive fashion industry. The report also includes references to relevant academic literature and journals.

To analyse about the concept of digital
marketing along with its impact on success of
fashion industry within UK

Contents
Research Title.........................................................................................................................3
Background of research topic.................................................................................................3
Background of research organisation.....................................................................................3
Research rationale..................................................................................................................3
Research Question..................................................................................................................4
Research aim and objectives..................................................................................................4
Research methodology...........................................................................................................4
Time scale...............................................................................................................................7
Resources................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

Research Title
To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK. A research project on Burberry fashion house.
Background of research topic
The world fashion is emerged due to prowess of digital marketing together with analyses
of branding as well as innovative use of technology and it embedded with one of the most
fashion trends (Cherrafi and et. al., 2016). Fashion industry perform work with a short product
life-cycle and this is related with changing trends. In simple terms, according to present market
conditions digital marketing aids persons to interact at large level with in minimum time-period
so fashion trends are easily transfer from one place to another. Along with this digital universe
maximise the brand awareness and their impact on organisation operations. Therefore, researcher
aids persons to complete all work with decided digital marketing areas.
Background of research organisation
Burberry is a well-based British luxury fashion house and its headquarter is situated in
London, England. The Burberry offers ready to wear clothes and this includes trench coats,
footwear, fashion and many products for satisfying individual need and wants. Burberry was
established in the year 1856 and as per current market conditions Burberry is offering products at
a world-wide level. Therefore, organisation perform an important role and this is used in
completion of task with decided approaches and it aids management towards complete of task
according to current informative systems and aspects of digital marketing (Hetherington and et.
al., 2014). Marketing plays an important role for promoting and advertising of products at a large
area. With analyses of present market conditions marketing methods and ways are improved and
it relates with digital marketing aspects. This report is written from perspective of Burberry and
this is one of the leading fashion brand in UK. Moreover, this report highlights on aim and
objectives and the methodology of research. It also define about work perspective that manage
work to perform all activities with decided approach and this make better results for research
activities.

Research rationale
The rationale of research define reasons and methods which is effective for management
and it aids organisation for completing research with a proper system. In simple words, it is
stated under research rational that by justifying all perspective this is easy for management to
complete task with decided approaches through which digital impacts are understand by
management for completion of work with decided approach of study. Burberry, perform their
work from several years with traditional methods. So this is important for organisation that
researcher implement appropriate techniques in order to justify digital aspects and methods for
completion of organisation work with an appropriate manner. There are different task
management and it enhance management to develop better changes in organisation. Along with
this there are different task performed by management and it aids towards completion of task
with more efficiency (Kiron, 2014). Their are various task performed by me and this is used to
manage and complete all work with decided roles and it also aids persons in selection of
development changes and it aids management to perform all work with motive of developing
long term process. Along with this there are different task performed so to coordinate them in
proper manner it is essential for management to perform task with use of technology. This also
states about development of activities and it engage digital aspects to perform work in proper
manner. Marketing plays an important role for promoting and advertising of products at a large
area. With analyses of present market conditions marketing methods and ways are improved and
it relates with digital marketing aspects. It also consider about identify of activities that make
better results for management.
Research philosophy
A research philosophy define the belief about different ways by which data and
information relate with phenomenon is included and this is used to gather and analyse overall
research aspects. The term epistemology encompasses about different approach that generate
better research results. Along with this research philosophy deal with source by which all
information is collected and analysed in proper manner. Interpretivism is defined as an effective
method of research philosophy that gather small samples in-depth and it results better as well as
effective results are gained from research project.
Research Question
 Explanation about the concepts of digital marketing?

 What are the impacts of digital marketing on success of Burberry fashion house situated
in UK?
 Which are most effective methods of Burberry that enhance success in the market of UK?
Research aim and objectives
Research Aim
To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK. “A research project on Burberry fashion house”.
Research objective
 To examine about the concept of digital marketing together with review of its need in
current market scenario of UK.
 To analyse the impact lead out by the digital marketing on success of Burberry fashion
house while operating within UK.
 To determine some new and more effective ways of digital marketing for Burberry to
have enhanced success within UK by the way of better promotion.
Research methodology
The term research methodology is explicated at a specific procedure and techniques that
is used for identifying, selecting, analysing and processing different topic related with research.
The overall methodology section allow readers that is used to analyse and evaluate overall
validity and reliable factors. Along with this there are various task performed by management
and it states effective methods through which work is completed with decided time period
(Leslie, D. ed., 2016). Moreover, there are different task performed by management and this aids
in managing work with methods that is appropriate for research. This also results all task are
complete with decided research areas.
 Quantitative research- The term quantitative research states task that is used for
offering and managing all task task by which work is completed according to statistical
methods. It also aids management in completion of all project activities by which work is
completed with decided approaches. This also refers changes is implemented among
persons for examining and managing techniques with quantitative methods. Survey
design and observational research are two effective methodologies and it aids persons for
performing all work with decided information. The main reason to study about statistical
significance define about understand of aspects that are real and it helps to investigate

factors that improve product value by completing research with use of size that increase
variable for increasing organisational value. So quantitative research method is used to
gather all information in an organised manner.
 Qualitative research- According to qualitative research this is identified by management
that numbers and data is gathered through analyse of all information and observation. It
also define that photographs and observations are an important perspective that aids to
investigate about UK aspects to complete work with decided pictures. Along with this
qualitative research aids individuals for performing work according to confidential
subjects (Moskwa, Higgins-Desbiolles and Gifford, 2015). Interview, post-cards, focus
group and secondary data are important terms that is used for completion of task as per
decided situation. This also generate standardization of activities so quantitative research
is required for collecting all data that allow statistical research to use all information that
emerge better sessions to understand data and information with motive of generating
meaningful results from research.
To complete research in an appropriate manner this is mandatory for an investigator to complete
project with decided research aspects in an appropriate manner. Along with this there are
different task performed by researcher and this is used in selection of work methods for use of
information with appropriate methods. Primary and secondary method to collect data is mention
as follow:
 Primary- The term primary research refers to aspects and methods that undertake and
involve individuals for performing all work according to decided perspective. This also
refers that respondents offer and provide information which is related with same
perspective specifically new information is obtained from perspective of managing
success to gain better results for a specific topic. The main focus to complete research
relates with primary activities and it is used for managing research and information that
states to gain information about existing research aspects.
 Secondary- The term secondary research is explicated as a type of research that is
already obtained compiled, organised and gathered for performing work according to
decided perspective. This includes report and studies that is already published and this is
used for completion of work with decided primary research aspects. The most effective
source is government aspects and information to complete work in proper manner. With

implement of secondary research this is understand researcher complete information in
minimum time-period. This also aids to manage and complete research with more
efficiency through providing and gathering information from already existing resources.
Sampling
The term sample is defined as a subset of selected individuals that are identified by
management from large number of population. Along with this it is used by management for
completion of work according to decided research options. Random sampling, systematic
sampling, probability and non-probability exists. Researcher is focused to utilise random
sampling methods because it provide opportunity to all information to use in research. Their are
two different methods exists in market and it is used for completion of work with appropriate
sampling methods.
 Simple random sampling- According to the decided case, an individual select and chose
methods that is appropriate for equal chance that leads in selection of sampling for
performing all task with decided population (Shoval and Ahas, 2016). Example- If
sample frame exists with 1000 individuals that sample is picked on random basis from
total number of respondents.
 Systematic sampling- Individuals is selected with regular number of internals and this
aids management for performing work with decided sample. Intervals are selected on
different perspective and it is used for selection of respondents with decided basis.
Further, systematic is more convenient and it aids to complete all work according to
number of selected frame.

Time scale

Resources
Resource-based research is more effective and this is used by management for
completion of all task according to selected perspective. This helps researcher for generating
positive outputs from research. Time-investment, cost and communications are some of the
important resources which is used to complete the research within an accurate manner. Along
with this by development of effective resources it is easy for management to engage and arrange
all resources with motive of completing task in an organised manner.

CONCLUSION
With the analyses of above report, it is concluded that research support an organisation to
analyse and understand the impacts of different factors. A research is completed with motive of
completing task with decided researcher. Their are different research methods exists and it is
used by management for completion of research in an organised manner. Researcher question
defines gaps and it develop systematic process to complete research operations in an appropriate
manner. In the last, resources are arranged for accomplished positive results from research.

REFERENCES
Books and Journals
Cherrafi, A and et. al., 2016. The integration of lean manufacturing, Six Sigma and
sustainability: A literature review and future research directions for developing a
specific model. Journal of Cleaner Production, 139, pp.828-846.
Hetherington, A.C and et. al., 2014. Use of LCA as a development tool within early research:
challenges and issues across different sectors. The International Journal of Life Cycle
Assessment, 19(1), pp.130-143.
Kiron, D., 2014. Bringing sustainability metrics to purchasing decisions. MIT Sloan Management
Review, 55(2), p.1.
Leslie, D. ed., 2016. Tourism enterprises and the sustainability agenda across Europe.
Routledge.
Moskwa, E., Higgins-Desbiolles, F. and Gifford, S., 2015. Sustainability through food and
conversation: The role of an entrepreneurial restaurateur in fostering engagement with
sustainable development issues. Journal of sustainable Tourism, 23(1), pp.126-145.
Shoval, N. and Ahas, R., 2016. The use of tracking technologies in tourism research: the first
decade. Tourism Geographies, 18(5), pp.587-606.

Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before competing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Section 1 Basic Details
Project title: To analyse about the concept of digital marketing along with its impact on success of fashion
industry within UK.
Student name:
Student ID Number:
Programme:
College:
Intended research start date: 25/11/2020
Intended research end date: 07/04/2021
Section 2 Project Summary
Please select all research methods that you plan to use as part of your project:
(Copy and paste the tick where applicable)