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

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.