To What Extent Is the Major Marketing Tactics Used in the Fashion Industry?

Research Article
Open access

To What Extent Is the Major Marketing Tactics Used in the Fashion Industry?

Wenxuan Li 1*
  • 1 College Alpin Beau Soleil    
  • *corresponding author ssylvia8917@gmail.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/11/20230511
AEMPS Vol.11
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-49-2
ISBN (Online): 978-1-915371-50-8

Abstract

This study investigates the marketing tactics used in the fashion industry. This paper includes case studies of two trendy apparel brands: Lululemon and Brandy Melville; interviews with 5 participants; the refined extraction of an eBook; and three dissertations. These have concluded seven primary marketing tactics and speculated possible future trends of marketing strategy. In general, this paper can provide a brief idea about the marketing situation in the fashion industry. The eBook is named as “Branding lessons for fashion retailers” and introduces advice for new start-up fashion retailers, including 34 steps. One of the documents is called "Shop at your own risk? Consumer activities in fashion e-commerce". This paper argues the 12 activities consumers manage perceived risks while purchasing online. Another document has the title “What marketing tools fashion business uses to market their business.” This document discusses Laura Ashely's marketing tools for her fashion business with quantitive data to conclude the usefulness of 4 marketing tools. The last dissertation contained is called "Brandy Melville's global marketing strategies in China" this evaluates the marketing strategies of Brandy Melville, which provide a background for the case study.

Keywords:

fashion industry, marketing strategy, Brandy Melville, Lululemon, social media marketing

Li,W. (2023). To What Extent Is the Major Marketing Tactics Used in the Fashion Industry?. Advances in Economics, Management and Political Sciences,11,57-64.
Export citation

References

[1]. Steele, V. (2022). Fashion industry. https://www.britannica.com/art/fashion-industry

[2]. Radonic, D. (2022). The Most Important Fashion Industry Statistics in 2022. https://fashiondiscounts.uk/fashion-industry-statistics/

[3]. FashionUnited. (2022). Global fashion industry statistics - International apparel. https://fashionunited.com/global-fashion-industry-statistics.

[4]. BHATTACHARJEE, A., BERGER, J., & MENON, G. (2014). When Identity Marketing Backfires: Consumer Agency in Identity Expression.Journal Of Consumer Research, 41(2), 294-309. doi:10.1086/676125.

[5]. Marketing evolution. (2022). What is Data-Driven Marketing? https://www.marketingevolution.com/marketing-essentials/data-driven-marketing.

[6]. Time, E. D. (2020). Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic. https://www.businesswire.com/news/home/20200526005058/en/Matter-Survey-Reveals-Consumers-Find-Influencers-More-Helpful-and-Trustworthy-than-Brands-During-the-Pandemic

[7]. Study. (2016). Community Marketing: Definition, Strategies & Example. https://study.com/academy/lesson/community-marketing-definition-strategies-example.html.

[8]. O'Keeffe, C. (2021). Scarcity Marketing: How to Make More by Making Less. https://www.wordstream.com/blog/ws/2018/12/12/scarcity-marketing#:~:text=Scarcity%20marketing%20is%20the%20idea,have%20something%20others%20don't.

[9]. Indeed Editorial Team. (2021).11 Cost-Effective E-marketing Types. https://www.indeed.com/career-advice/career-development/emarketing-types#:~:text=What%20is%20e%2Dmarketing%3F,digital%20marketing%20or%20web%20marketing.

[10]. Indeed Editorial Team. (2021). Emotional Marketing: Strategies to Make It Work.https://www.indeed.com/career-advice/career-development/emotional-marketing#:~:text=What%20is%20emotional%20marketing%3F,those%20who%20feel%20the%20same.

[11]. Holmes, N. (2021). Collaborative Marketing: What It Is and How to Use It. https://www.widen.com/blog/collaborative-marketing-solutions#:~:text=Collaborative%20marketing%20definition,of%20a%20co%2Dbranded%20product.

[12]. Fitzgerald, C. (2020, May 23). Brandy Melville’s exclusionary appeal. varsity.co.uk/fashion/19290#:~:text=Interestingly%2C%20their%20marketing%20strategy%20is,mouth%20to%20reach%20new%20customers.

[13]. Goodman, L. (2017). An Unattainable Ideal: The Struggle for Beauty in China. https://medium.com/foreign-accent/an-unattainable-ideal-the-struggle-for-beauty-in-china-3086eb9ba71a.

[14]. Xinrui Wu, Y. Z. (2021). Brandy Melville’s Global Marketing Strategies in China. https://www.researchgate.net/publication/353441822_Brandy_Melville%27s_Global_Marketing_Strategies_in_China.

[15]. Kenton, W. (2022). Rationing. https://www.investopedia.com/terms/r/rationing.asp#:~:text=Key%20Takeaways,and%20dealing%20with%20economic%20challenges.

[16]. okoli, A. (2022). Impact of Celebrity Endorsement on Consumer Buying Behavior. https://zoovu.com/blog/impact-of-celebrity-endorsement-on-consumer-buying-behavior/#:~:text=With%20celebrities%20vouching%20for%20or,they%20admire%20or%20relate%20to.

[17]. Scheplitz, S. (2020). THE SECRET BEHIND LULULEMON’S MARKETING CAMPAIGNS. https://www.contentspa.com/the-secret-behind-lululemons-marketing-campaigns/.

[18]. avada blog. (2022). Lululemon Marketing Strategy: How To Thrive In A Saturated Apparel Market. https://blog.avada.io/resources/lululemon-marketing-strategy.html.

[19]. Abe, S. (2019). Community Marketing: Why Building a Community Around a Brand Fuels Growth. https://www.adroll.com/blog/community-marketing-fuels-growth#:~:text=What%20Exactly%20is%20Community%20Marketing,way%20that%20puts%20customers%20first.

[20]. Kurichenko, V. (2020). How Lululemon Increased Their Brand Value by 40% in 2020. https://bettermarketing.pub/how-lululemon-increased-their-brand-value-by-40-in-2020-d767b36e4edb.

[21]. Stoll, J. (2021). From Frequency of watching or streaming TV shows among adults in the United States as of January 2020, by age group. https://www.statista.com/statistics/936167/tv-shows-watching-streaming-frequency-by-age-us/#:~:text=According%20to%20the%20results%20of,most%20likely%20to%20do%20so.

[22]. Solberg, F. (2020). Why Luxury Designers Collaborate With Fast-Fashion Brands. https://medium.com/culturistique/why-luxury-designers-collaborate-with-fast-fashion-brands-b5844d9e3fbb#:~:text=Both%20parties%20want%20to%20reach,of%20Balmain's%20real%20price%20point.

[23]. Coleman, A. (2022). Why there are more fashion brand collaborations than ever right now. https://verbbrands.com/news/insight/why-there-are-more-fashion-brand-collaborations-than-ever-right-now/

[24]. ReferralCandy. (2017). Nike’s Brilliant Marketing Strategy — Why You Should Be (Just) Doing it Too. https://medium.com/the-mission/nikes-brilliant-marketing-strategy-why-you-should-be-just-doing-it-too-d3680d9254ba

[25]. Genete, A. (2020). Emotional Marketing: What It Is and How It Works. https://www.spiralytics.com/blog/emotional-marketing-what-it-is-and-how-it-works/

[26]. Ulla-Maija Sutinen, H. S. (2021). Shop at your own risk? Consumer activities in fashion e-commerce. https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12759.

[27]. Passage technology. (2022). What Is The Analytic Hierarchy Process (AHP)? https://www.passagetechnology.com/what-is-the-analytic-hierarchy-process.

[28]. Sewell, A. (2015). What Marketing Tools Fashion Business Uses To Market Their Business. https://www.scribd.com/document/264583108/What-Marketing-Tools-Fashion-Business-Uses-To-Market-Their-Business.

[29]. ILoveFashionRetail.com Date uploaded. (2014). How To Build A Great Online Fashion Brand: 34 Things That Really Amazing Fashion Retailers Do. https://www.scribd.com/document/233185878/How-to-Build-a-Great-Online-Fashion-Brand-34-Things-that-Really-Amazing-Fashion-Retailers-Do.

[30]. Nina Michaelidou, S. D. (2009). Brand switching in clothing: the role of variety-seeking drive and product category-level characteristics. https://onlinelibrary.wiley.com/doi/10.1111/j.1470-6431.2009.00764.x.

[31]. Kemp, S. (2022). DIGITAL 2022: GLOBAL OVERVIEW REPORT. https://datareportal.com/reports/digital-2022-global-overview-report.

Cite this article

Li,W. (2023). To What Extent Is the Major Marketing Tactics Used in the Fashion Industry?. Advances in Economics, Management and Political Sciences,11,57-64.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-49-2(Print) / 978-1-915371-50-8(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.11
ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Steele, V. (2022). Fashion industry. https://www.britannica.com/art/fashion-industry

[2]. Radonic, D. (2022). The Most Important Fashion Industry Statistics in 2022. https://fashiondiscounts.uk/fashion-industry-statistics/

[3]. FashionUnited. (2022). Global fashion industry statistics - International apparel. https://fashionunited.com/global-fashion-industry-statistics.

[4]. BHATTACHARJEE, A., BERGER, J., & MENON, G. (2014). When Identity Marketing Backfires: Consumer Agency in Identity Expression.Journal Of Consumer Research, 41(2), 294-309. doi:10.1086/676125.

[5]. Marketing evolution. (2022). What is Data-Driven Marketing? https://www.marketingevolution.com/marketing-essentials/data-driven-marketing.

[6]. Time, E. D. (2020). Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic. https://www.businesswire.com/news/home/20200526005058/en/Matter-Survey-Reveals-Consumers-Find-Influencers-More-Helpful-and-Trustworthy-than-Brands-During-the-Pandemic

[7]. Study. (2016). Community Marketing: Definition, Strategies & Example. https://study.com/academy/lesson/community-marketing-definition-strategies-example.html.

[8]. O'Keeffe, C. (2021). Scarcity Marketing: How to Make More by Making Less. https://www.wordstream.com/blog/ws/2018/12/12/scarcity-marketing#:~:text=Scarcity%20marketing%20is%20the%20idea,have%20something%20others%20don't.

[9]. Indeed Editorial Team. (2021).11 Cost-Effective E-marketing Types. https://www.indeed.com/career-advice/career-development/emarketing-types#:~:text=What%20is%20e%2Dmarketing%3F,digital%20marketing%20or%20web%20marketing.

[10]. Indeed Editorial Team. (2021). Emotional Marketing: Strategies to Make It Work.https://www.indeed.com/career-advice/career-development/emotional-marketing#:~:text=What%20is%20emotional%20marketing%3F,those%20who%20feel%20the%20same.

[11]. Holmes, N. (2021). Collaborative Marketing: What It Is and How to Use It. https://www.widen.com/blog/collaborative-marketing-solutions#:~:text=Collaborative%20marketing%20definition,of%20a%20co%2Dbranded%20product.

[12]. Fitzgerald, C. (2020, May 23). Brandy Melville’s exclusionary appeal. varsity.co.uk/fashion/19290#:~:text=Interestingly%2C%20their%20marketing%20strategy%20is,mouth%20to%20reach%20new%20customers.

[13]. Goodman, L. (2017). An Unattainable Ideal: The Struggle for Beauty in China. https://medium.com/foreign-accent/an-unattainable-ideal-the-struggle-for-beauty-in-china-3086eb9ba71a.

[14]. Xinrui Wu, Y. Z. (2021). Brandy Melville’s Global Marketing Strategies in China. https://www.researchgate.net/publication/353441822_Brandy_Melville%27s_Global_Marketing_Strategies_in_China.

[15]. Kenton, W. (2022). Rationing. https://www.investopedia.com/terms/r/rationing.asp#:~:text=Key%20Takeaways,and%20dealing%20with%20economic%20challenges.

[16]. okoli, A. (2022). Impact of Celebrity Endorsement on Consumer Buying Behavior. https://zoovu.com/blog/impact-of-celebrity-endorsement-on-consumer-buying-behavior/#:~:text=With%20celebrities%20vouching%20for%20or,they%20admire%20or%20relate%20to.

[17]. Scheplitz, S. (2020). THE SECRET BEHIND LULULEMON’S MARKETING CAMPAIGNS. https://www.contentspa.com/the-secret-behind-lululemons-marketing-campaigns/.

[18]. avada blog. (2022). Lululemon Marketing Strategy: How To Thrive In A Saturated Apparel Market. https://blog.avada.io/resources/lululemon-marketing-strategy.html.

[19]. Abe, S. (2019). Community Marketing: Why Building a Community Around a Brand Fuels Growth. https://www.adroll.com/blog/community-marketing-fuels-growth#:~:text=What%20Exactly%20is%20Community%20Marketing,way%20that%20puts%20customers%20first.

[20]. Kurichenko, V. (2020). How Lululemon Increased Their Brand Value by 40% in 2020. https://bettermarketing.pub/how-lululemon-increased-their-brand-value-by-40-in-2020-d767b36e4edb.

[21]. Stoll, J. (2021). From Frequency of watching or streaming TV shows among adults in the United States as of January 2020, by age group. https://www.statista.com/statistics/936167/tv-shows-watching-streaming-frequency-by-age-us/#:~:text=According%20to%20the%20results%20of,most%20likely%20to%20do%20so.

[22]. Solberg, F. (2020). Why Luxury Designers Collaborate With Fast-Fashion Brands. https://medium.com/culturistique/why-luxury-designers-collaborate-with-fast-fashion-brands-b5844d9e3fbb#:~:text=Both%20parties%20want%20to%20reach,of%20Balmain's%20real%20price%20point.

[23]. Coleman, A. (2022). Why there are more fashion brand collaborations than ever right now. https://verbbrands.com/news/insight/why-there-are-more-fashion-brand-collaborations-than-ever-right-now/

[24]. ReferralCandy. (2017). Nike’s Brilliant Marketing Strategy — Why You Should Be (Just) Doing it Too. https://medium.com/the-mission/nikes-brilliant-marketing-strategy-why-you-should-be-just-doing-it-too-d3680d9254ba

[25]. Genete, A. (2020). Emotional Marketing: What It Is and How It Works. https://www.spiralytics.com/blog/emotional-marketing-what-it-is-and-how-it-works/

[26]. Ulla-Maija Sutinen, H. S. (2021). Shop at your own risk? Consumer activities in fashion e-commerce. https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12759.

[27]. Passage technology. (2022). What Is The Analytic Hierarchy Process (AHP)? https://www.passagetechnology.com/what-is-the-analytic-hierarchy-process.

[28]. Sewell, A. (2015). What Marketing Tools Fashion Business Uses To Market Their Business. https://www.scribd.com/document/264583108/What-Marketing-Tools-Fashion-Business-Uses-To-Market-Their-Business.

[29]. ILoveFashionRetail.com Date uploaded. (2014). How To Build A Great Online Fashion Brand: 34 Things That Really Amazing Fashion Retailers Do. https://www.scribd.com/document/233185878/How-to-Build-a-Great-Online-Fashion-Brand-34-Things-that-Really-Amazing-Fashion-Retailers-Do.

[30]. Nina Michaelidou, S. D. (2009). Brand switching in clothing: the role of variety-seeking drive and product category-level characteristics. https://onlinelibrary.wiley.com/doi/10.1111/j.1470-6431.2009.00764.x.

[31]. Kemp, S. (2022). DIGITAL 2022: GLOBAL OVERVIEW REPORT. https://datareportal.com/reports/digital-2022-global-overview-report.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.