Digital Fashion Marketing - Essay Example

?Digital Fashion Marketing By Marketing of Digital marketing involves use of electronic instruments to engage with clientele and other business partners. Such tools include computers, tablets, cell phones, digital billboards and smart phones. Internet marketing is a principle component of digital marketing. Digital marketing can be either pull or push (OKONKWO, 2007). Pull marketing involves active involvement in seeking the marketing content often through opening mail, text or web searches whereas push marketing involves sending a message by the marketer without the consent of the recipients which can include display advertisements on websites and new blogs. This paper intends to consider brands from four diverse web searches or profiles. The profiles include Burberry (multi-channel retailer), pure player (Asos), Debenhams (department store) and mail order (Very). The study involves assessing of business models and associated service marketing of brands (OKONKWO, 2007). In addition, the shopping quality and experience is used in the assessment criterion. The multichannel retailer (Burberry) is a sharp focus on the client, product that were unruffled but yet the spirit of the Britannic, traditional brands and digital marketing pressed the envelope and formed a basis of inspiration to other luxury brands consequently adjusting to 21st century demands. Due to the competitive nature of online selling Burberry has embraced a maturity business model, which has significantly distinguished its digital marketing from other brands (OKONKWO, 2007). This study reveals that, this model provides a customer centered methodical and proven approach. The digital shopping experience of Burberry allows the consumers or customers to pre order at the finish of each show. This gives the brand an advantage over other brands in terms of sales. However, the stole march experienced on copycats seems to mock its looks consequently reducing the prices (OKONKWO, 2007). Burberry’s search, usability and service experience is fantastic and friendly due to the refined web site with animations and new features, which make consumers to custom-make their own iconic trench coats (KEILLOR, 2007). It is imperative to note that, the implementation of mobile optimized site for Android platforms and iPhone increased sales by creating an additional platform for clients to make purchases. It is imperative to note that, Burberry received an excellent overall rating due to its dedicated investment into customer experience founded in digital technologies (KEILLOR, 2007). Burberry was rated at 4 of 5 Incorporation of the latest technologies with impeccably consistent brand look across all the channels as well as presenting stylish personalized options made Burberry fulfill all of its central omni-channel initiatives. Burberry uses wire transfer as a common method of payment; however, it appreciates payment through cheques and purchase orders. The shopping quality of Burberry in terms of pricing and delivery is friendly. Burberry compares prices offered by other brands in the same category. This study establishes that Burberry offers the lowest prices on its brands (KEILLOR, 2007). In terms of delivery, any orders made by clients are delivered within twelve hours and this contributes immensely to its steadfastness in terms of efficiency and expansiveness. The pure player (Asos) is the UK’s largest online-fashion and beauty store. Asos sells both branded fashion products and its own range of clothes. Asos’s business model provides potential customers with individual catwalk model videos of clothing items. In addition, it runs a fashion blog containing articles that relates to celebrities and entertainment. This strategy has immensely contributed to the increased sales and expansiveness of the brands. The ASOS Fashion Finder makes search and usability in Asos simpler. This site allows clients to build and share outfits from preferred brands (KEILLOR, 2007). The Asos’s face book application, which was launched in 2011, has enabled customers to make purchases from the store without having to leave the social-networking site. Asos’s has maintained affordable pricing and apt delivery of the ordered goods. This quality shopping has put Asos at a competitive edge as a pure player. More over, Asos accepts all major debit and credit cards. These cards are processed by PayPal or Google checkout. It is imperative to note that the cards are processes in real time consequently a sure method of payment (KOTLER& ARMSTRONG, 2012). Asos appreciates usage of other payment methods such as cheque, postal order payment and bank transfers. This brand is rated 4 of 5. On the other hand, the Debenhams is a major British retailer operating under a department store format in the UK, Ireland and Denmark. This store has a strong presence in key products such as women and menswear (KOTLER& ARMSTRONG, 2012). The digital shopping experience is friendly since the Debenhams Direct Catalogue website shopping is a spontaneous. In essence online ordering is quick and easy. The customers simply enter the Debenhams Catalogue item number and clicks continue to make an order. This system has significantly increased the sales and the number of customers. The pricing and quality of the Debenhams store is outstanding. The prices are affordable and discounted. In addition, upon ordering for products delivery is done within the shortest time possible. In summary Debenhams store has continually endeavored in offering value for the customer’s money. Consequently, Debenhams is rated 3 of 5. The mail order (Very) offers Very mail order catalogue, which contains a range of products. They include clothing, footwear, home ware and a lot more. This study establishes that the digital shopping experience of Very mail is pleasant, easy and quick (KOTLER& ARMSTRONG, 2012). It is convenient for customers who live in rural areas, busy people, elderly and those living in crowded shops. The shopping quality determined by the pricing and delivery is customer friendly. The prices are affordable and discounted and the delivery is instant upon ordering. Very mail order shopping is convenient since the customers use the mail order catalogue to shop from the comfort of their homes. In addition, the pictures used in the web sites match the quality of the brand products. On a similar note, the payment methods used by mail order (Very) include purse orders, PayPal, payment by check and wire transfer. Mail order (Very) undertakes both small order by express mail and large order by air or sea (KOTLER& ARMSTRONG, 2012). The kind of shipment selected for a particular mail depends on the distance, urgency and the type of mail. The mail order (Very) is rated 3 of 5 in terms of competitiveness and customer experience. Consider the grid that follows which illustrates the recent rating of the brands in Britain. Part 2 VERY BRAND Evaluation of digital strategy Digital strategy has been immensely employed by mail order (Very) in enhancing its operations, which include advertisement, making of orders and sales. Digital strategy refers to the processes of maximizing an organization’s digital spend in bid to achieve measurable organizational objectives (HINES, & BRUCE, 2001). The digital strategy entails plan, implementation, reviewing and reaction. It is imperative to note that Very has embraced an ongoing and structured strategic outlook, which incorporates all the listed phases. The manner of corporation amongst the phases is ensured to strong relations. This contributes immensely to smooth coordination, which has created agility in the brand. Agility is one of the common elements, which distinguish the market players or leaders (TAPSCOTT, 2008). Very has enhanced a holistic and ongoing view of the mentioned digital strategic process which has made Very one of the most competitive brands in the digital space. In addition very has utilized the personas in the digital trend in prioritizing online initiatives. Personas refer to character sketches that represent a typical member of one client segment. It highlights the customer needs, behaviors and even needs (HARRIS & DENNIS, 2008). It is significant to note that usage of personas in digital strategy enables Very to prioritize diverse features based on the segment. This eases the decision-making in mail order (Very). The digital strategy has seen Very come a long by maximally satisfying the needs of the customers, reaching of new clients and retaining the existing ones (WELTERS & LILLETHUN, 2011). The digital marketing strategy has immensely influenced many clients to search for preferred products and prices online, compare prices with other leading players and make a decision on buying (HARRIS & DENNIS, 2008). This study observes Very order mail managed to expose itself to over 8, ooo+ direct marketers that are looking for new products to sell. In addition, Very mail order has managed to reach and satisfy direct marketers through its order catalogue. The catalogue has lessened the hectic work of searching for products consequently the clients are making orders comfortably from their homes. This has contributed to apt service marketing consequently the higher number of new customers. This study establishes that, the Very order mail has continually gained the competitive advantage over the other players in the market (RICKMAN & COSENZA, 2007). This has sustained the relevance and continued offering of services by the Very mail order. This study establishes that Very mail order applies two types of digital marketing strategies. They include pull and push marketing strategies. For the case of pull digital marketing strategy Very mail order brand involves consumers actively in quest of marketing content through websites, video, audio and blogs. This method is also called web streaming. Since this method is web based, it is not restricted to the amount of content that can be delivered by a marketer to the audience (MOLENAAR, 2012). Very order mail brand has been able to optimize the web content thus attracting more users. Some of the techniques applied in this process include search engine optimization and pay per click advertising. It is imperative to note that this kind of digital marketing has been well utilized by Very.com and it as seen the mail order services in terms of marketing, distribution and selling increase considerably consequently positioning Very mail order brand at the competitive edge with the rest of the players in the market (FIORE, 2008). The other kind of digital marketing strategy employed by Very mail order brand is the push. This technique involves a marketer solely pushing messages or data intended for promotion or advertising to recipients (HARRIS & DENNIS, 2008). It is notable that diverse technologies are applied in this strategy. Some of them include test messages, RSS feeds and emails. It is significant to note that in this case the marketer or advertiser send such messages to clients or subscribers with a sole purpose of informing them on diverse features of new and existing products (MOLENAAR, 2012). One of the common befit attributed to the push technologies is that they aid in delivering the content instantly. In addition, push technologies endow with relatively better targeting skills compared to pull. This is because it offers demographic or consumer targeting, which is specific in nature. More over push technologies become more users friendly and efficient since they have the potential of personalizing messages, tracking and measurement of an exacting marketing campaign. Some of the advantages are the cost effective, highly targeted, instantaneous feedback, personal, measurable, easily accessible instruments and easy adjustment of campaigns (MOLENAAR, 2012). It is noticeable that the more number of people who visits social networks such as the face book, twitter, has immensely promoted digital marketing. It makes it simpler for the marketers to use the social networks to advertise and reach people. It is imperative to note that through such a vigorous campaign the brand expansiveness grows. Viral marketing slows down the brand expansiveness because the marketing details are not easy to understand. They require experts to interpret. In conclusion, digital marketing strategy transforms the manner in which operations of a certain brand takes place. It is imperative to note that, the vastness of the digital world requires a similar approach in advertising and selling of a brand in order to cope up with other players in the market. This study has observed that, Very order mail was able to acquire the competitive advantage from its competitors because of consistency in providing content to both new and current clients (CHAFFEY& ELLIS, 2012). Both push and pull digital marketing strategies employed by Very order mail have made the customer shopping and searching experience pleasant. In addition, the two strategies have immensely contributed to the growth development of the brand. This growth is attributed to the large quantity and quality of content disseminated to the consumers. In essence, success in the digital arena needs employment of an inclusive strategy that includes all of the compensation. It is notable that the shopping experience acquired provides the highest quality services. List of References CHAFFEY.D& ELLIS-CHADWICK.F (2012) Digital Marketing; Strategy, Implementation and Practice, Pearson FIORE, A. (2008). The Digital Consumer. Clothing and Textiles Research Journal. 26, 177-190. HARRIS.L & DENNIS.C (2008), Marketing the E-Business, Routledge HINES, T., & BRUCE, M. (2001). Fashion marketing: contemporary issues. Oxford, Butterworth-Heinemann. KEILLOR, B. D. (2007). Marketing in the 21st century. Westport, Conn, Praeger. KOTLER, P., & ARMSTRONG, G. (2012). Principles of marketing. Boston, Pearson Prentice Hall. MOLENAAR.C, (2012) e Marketing, Routledge OKONKWO, U. (2007). Luxury fashion branding: trends, tactics, techniques. Basingstoke, Palgrave Macmillan. RICKMAN, T. A., & COSENZA, R. M. (2007). The changing digital dynamics of multichannel marketing: The feasibility of the weblog: text mining approach for fast fashion trending. Journal of Fashion Marketing and Management. 11, 604-621. TAPSCOTT, D. (2008). Growing up digital: the rise of the net generation. New York, McGraw-Hill. WELTERS, L., & LILLETHUN, A. (2011). The fashion reader. Oxford, Berg. Read More