Marketing Strategies used by the Fashion Industry in the Digital Age

Marketing Strategies used by the Fashion Industry in the Digital Age

Prashaanth V

Guide: Dr. Smita M Gaikwad, Assistant Professor, Marketing Department

Master of Business Administration
CMS BUSINESS SCHOOL
JAIN (deemed to be) University

Bangalore, Karnataka.

Abstract
In today's digital age, the fashion industry adapts to evolving consumer preferences through strategic marketing approaches. Social media platforms like Instagram, Facebook, and TikTok are pivotal in reaching a wider audience and fostering personalized engagement. Collaborating with influencers and using e-commerce platforms, brands enhance their visibility and cater to the growing trend of online shopping, especially via mobile devices. They invest in user-friendly websites and apps, employing data analytics and AI for personalized marketing.

Content marketing plays a crucial role in brand building, utilizing blogs, videos, and collaborations with influencers to showcase products and values. Email marketing remains effective, offering personalized promotions and targeting specific customer segments based on demographics and purchase history. Overall, the fashion industry's embrace of social media, ommerce, content marketing, and personalized campaigns enables them to thrive amidst digital transformations and connect meaningfully with tech-savvy consumers.