Influence of Digital Marketing Tools on Fashion Business

Introduction:
In the present age, the scope of fashion is not limited to just one place; it has touched every country, all over the world. Many marketing strategies have been adopted to attract more customers to the new fashions. In particular, many established manufacturing and trading companies in industrialized countries are relying on digital marketing to market their garments across the globe. Digital marketing tools are playing an important role in today’s fashion business in keeping with the technological changes of the environment.

What is Digital Marketing?
Digital marketing is one of the most important and studied topics today. Digital marketing is a force that can be used to market or promote any product or service to millions of people in a short period of time. Many apparel companies or businesses are now using digital marketing tools for their own purposes. Nowadays garments are promoted in the fashion world using various marketing tools. For example, email marketing, digital advertising, social media marketing, search engine, or blog / website, one can create their own business brand. So, the role of digital marketing tools in the fashion world is undeniable.

Influence of Digital Marketing Tools on the Modern Fashion Business:

There are some common techniques of digital marketing and all these techniques are used in B2B (Business to Business) and B2C (Business to Customer). At present most of the textile business is B2B which means business to business. That’s why textile and apparel companies focus only on manufacturing. They rarely focus on their own website. Even if the company has also a website, they do not update it and use it in communication. To achieve marketing goals, textile and apparel companies may regularly edit their websites and other means of communication. In addition, it has a lot of influence to get acquainted with the fashion world. Designers of any other country can easily get an idea about the fashion of one country and even the customers.

Search Engine Optimization (SEO) is one of the most important tools of digital marketing to increase the organic traffic of a website. By adopting these strategies, textile and apparel companies can create an SEO friendly website and bring the website to a higher position in search engines through which they can easily reach the client or buyer. In this case, the website not only moves to the rank, but also creates an opportunity to get a good response from the customer.

Generally, people do not or cannot take the decision to buy a product by visiting an ad or website once. Because online people are in different moods at different times. The solution in this case is to retarget one’s website visitors. One can use both Google AdWords and Facebook for retargeting. Retargeting is when a visitor visits one’s website once he sees ad wherever he goes online. In this way, if he sees different ads of fashion brand 10-15 times a day, he will buy the product at some point.

Using social media to increase brand awareness, increase traffic, and make the business more dynamic, organizations can promote a wide range of brands or products. In particular, LinkedIn is also an important social media for professionals. And Facebook is the most used social media. There is a large database of people of all professions around the world. There are various textile organizations using YouTube where they can publish videos about their production processes, quality control processes, ethical standards, etc., which can create a good idea about the organization and the product. These digital marketing tools will also help an organization increase its sales volume.

Brand awareness, traffic growth, lead generation etc. play an important role in increasing the promotion of manufactured products. Using these techniques, organizations can create written content of various materials and publish it in various international or domestic internal blogs or forums related to textiles. There are plenty of textile, apparel and fashion media platforms around the world. Producers can take advantage of these platforms by creating different content.

Various organizations have been using email marketing as a means of communicating with their consumers. This is one of the most important strategies for digital marketing in a B2B (Business to Business) setting. Currently, e-mail marketing tool is the most widely used form of textile and apparel manufacturing. By using email, organizations in particular can communicate with foreign buyers.

Conclusion:
Overall, in this modern fashion world the textile industry needs to apply digital marketing tools in their marketing strategies. This will allow textile manufacturers to easily find their desired customers through digital marketing. It will also create a positive impression in the minds of customers. In addition, with the help of digital marketing tools, it will be possible to increase sales and maintain good relations with customers. So it is very important in today’s fashion world.

References:

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3318992
https:// www.doxee.com/blog/digital-marketing/successful-digital-marketing-strategies-fashion-industry/amp/
https://digitalagencynetwork.com/digital-marketing-for-fashion-brands-how-to-build-profitable-business-online/
https://vmayo.com/the-impact-of-digital-marketing-trend-on-fashion-industry/
https:// www.digitalvidya.com/blog/digital-marketing-for-fashion-industry-a-complete-guide/amp/

Author of This Article:
Nazifa Tabassum
Dept. of Clothing and Textile
Govt. College of Applied Human Science, Dhaka
Email: [email protected]

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Jahanara Rony

Editor of Fashion2Apparel. She is a fashion designer and ex-lecturer in Fashion Designing. She wants to spread fashion knowledge throughout the world.