Effective Usage of E-Marketing Strategies by Successful E-Businesses in Fashion Industry after Recession

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

ABSTRACT

The study on the effective use of E marketing strategies in the fashion industry after the recession of 2008 mainly takes into account the changes in the E-businesses and the E-Marketing strategies adopted after it. The fashion industry is an ever changing industry that takes into account different methods for introducing and advertising the new products among the people. The recession in the year 2008 made the marketers to adopt different strategies as compare to those they were working in the past. The main reasons for changing their marketing strategies and adopting different modes of business are the shortage of the financial resources. The financial resources are the most important factor that has changed the traditional way of marketing the products in the fashion and other major industries. Previously, the fashion industry was using fashion magazines for advertising of their new brands. However, with the passage of time and advancement in the technology, the circulation of fashion magazines has been reduced to large extent. Further, reduction in the circulation of the fashion magazines has also affected branding strategy of the companies. The economic downturn has further added to the reduction of the traditional marketing strategies through print media. The print media is another industry that has been largely affected due to the recession and affects the advertising of the companies. All these factors have significantly contributed in switching the marketing strategies of the companies working under the fashion industry and have adopted alternated strategies for advertising their products. The social media networking is among the top most marketing strategies that are widely used by the fashion retailers for the marketing and branding of their products. It is considered to be the best way of approaching the potential customers and offering the attractive products to them.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Problem Statement3

Aims and Objectives of the Study3

Significance of the Study4

Rationale of the Study5

Research Question5

CHAPTER 2: LITERATURE REVIEW6

Theoretical Framework6

Financial Crisis6

Recession and Its effect on E-Marketing7

Usage of Specific Online Marketing Strategies after Recession8

Past Studies on Marketing Strategies9

Marketing Strategy10

Main elements of Marketing10

Fashion Industry11

Consumer Behaviour12

Buying Process12

Consumer Behaviour Models13

Customer Relationship Strategy14

Promotion Strategy14

E-business15

Apparel-retailing industry16

Porter's Five Forces16

E-marketing18

New-media marketing communications21

The 4 C's Framework23

Purchasing decision model24

CHAPTER 3: METHODOLOGY27

Introduction27

Research Philosophy28

Research Approach29

Sampling31

Choice of Strategies31

Secondary Research32

Primary Research32

Questionnaire32

Interview33

Case Study33

Focus Group34

Choice of Research Method34

Data Analysis34

Reliability35

Validity35

CHAPTER 4: FINDINGS AND DISCUSSION36

Factors Influencing Customer's Decision41

Importance of Branded Products41

Reliability of Branded Products41

Association of Customer with Brands41

Display of Brand to Customers42

Discussion42

Ansoff Matrix42

Market Penetration Strategy for Fashion Industry42

Product Development ...