Impact Of Social Media Marketing On Fashion Brands In Australia

BUSN20019 Professional Project

Introduction and Purpose

The online media tools are having the vital role in the marketing of products and services of the organizations. In the current scenario, social media marketing is having the positive impact on the sales and advertising functions of companies. Social media marketing is helping organizations to increase the customer base and reach in the market. There are various social media tools and techniques that used for promoting the brand, products, and services. The major social media tools involve FaceBook, Twitter, Instagram and chat services for offering the information about the brand and new products to the customers. In addition to this, the social media tools are also helping organizations to develop and improve the communication with the customers and offer the real-time support and data. This approach is helping organizations to gain the competitive advantage and retain the customers for the longer period of time.

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The marketing through the social platform is becoming popular in the different part of the business and having the significant impact on the targeting and managing relationships with existing and potential customers. The study will focus on the effectiveness of social media marketing for fashion brands of Australia. The fashion industry of the country is having intense competition (Godey & et al., 2016). The major and emerging brands are using online promotion and advertising services for gaining the competitive advantage. The study will focus on the influence of the online advertising tools and services on the sales and growth of the fashion industry in last few years. The study will evaluate the positive and negative aspects of social media marketing in the business of fashion brands in Australia. The fashion industry is having the significant impact of online media marketing tools on the sales and customer services (Balakrishnan & et al., 2014).  The social media services are also helping fashion brands to expand the business areas in international level and maintain the growth in the organizational profitability and customer base. Now, the researcher will look to analyze the key factor and benefits of social media marketing functions on the business and sales of the fashion organizations of Australia.

The aim of research is to analyze importance of social media platforms in promotion and marketing of the brands of fashion industry of Australia.

  • To identify the impact of online media promotion on the brand value of fashion industry
  • To analyze the impact of social media marketing on targeting of the potential customers
  • To assess the benefits and importance of online media tools for fashion industry of Australia.
  1. What are the impacts of social media on fashion industry of Australia?
  2. How fashion industry of Australia could use the social media tools for retaining and influencing the decisions of potential customers?
  3. How social media marketing is beneficial for increasing brand value of fashion industry Australia?

Literature review is the conceptual or theoretical framework of the facts and concepts related to the subject matter. It includes the facts stated by renowned scholars and researchers in their past studies regarding the topic. The literature would focus upon the marketing aspects of using social media by the fashion brands of Australia. 

Literature Review

The fashion industry is having the significant impact of the online tools and technologies to showcase the work and improve the brand value in the target groups. In the current scenario, people are also giving preference to the social media tools and services for gaining the knowledge and analysis of the brand and cost of the similar products and services. The fashion industry is based on the culture and trends that help to target the customer (Hajli, 2014). With the initiation of the technological era, social media is the foremost form of exploration of various aspects. Rodriguez & et al., (2015) have discussed that online media plays an important role in various activities like marketing customer service and relations for the organizations nowadays. It has been found that almost 92% of the population of Australia acquires an internet-enabled device and out of which more than 76% of people use the Smartphone for internet access.  Moreover, it is also identified that 50% or around 9 million people older than 14 years make use of social media in Australia for analyzing the clothing brands (Growing e-commerce industry, 2018). It has been seen that majority of the social media users utilize the platform for connecting with their friends and family but also use the same for gaining the information about the popular brands in the market.

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The youth is more inclined towards the social media influences and thus prefers to find the brands activities over the internet.  Tuten, & Solomon, (2017), have stated that four out of ten inspects the social media presence of the brands prior to making any online purchases. The social media marketing has covered various areas of the fashion brands in Australia and plays the significant role in attracting new customer segments towards it.  The social media platforms like Instagram, Facebook, and Twitter are majorly accessed by the influences of the peer reviews over the specific fashion brands and make their decisions accordingly. The social media tools and services are becoming popular in business to communicate the information and create the awareness about the products and services. The advancement in information technology is beneficial for business organizations to connect with the people and provide the information about the existing and new products. The online media marketing functioning and the process have supported the organization to offer the real-time response to customers.

                                                                 

Social Media Marketing in Fashion Industry of Australia

                                                                                           Figure 1: Growth of social media sales in Australia

                                                                                             (Source: Growing e-commerce industry, 2018)

Social media marketing is the most recent trend of influencing people and targeting the customer segment. Making use of social media had supported the organization to expand the capabilities of brands as well as allowing them to cover the wider area of their target segment ensuring time and cost efficiencies. The fashion brands in Australia are highly using the social media marketing activities to establish their products and services and brand value in the target area. Agnihotri & et al., (2016) have identified that a large number of consumers are giving preference to social networks as a part of their product research process. It is considered that around 67% of people use social media for brands occasionally and around 33% weekly.  Fashion brands are the most likely to be researched by the users with the intentions to make purchases. On the contrary to this, the fashion brands in Australia are using social media as the marketing tool and making profits out of the same. For instance, Cotton On is one of the renowned brands of fashion brands in Australia and is growing at the rapid pace.

                                                           

                                                                                                Figure 2: Social media traffic for clothing

                                                                                               (Source: Brand shift towards digital, 2018)

Research Methodology

Moreover, it is been identified that the companies have attained an estimated growth from the online sales nearly about A$250 per annum. Nike is another fashion brand making use of the social media marketing to attract the customer attention. Stephen, (2016) has explored that, the fashion brands such as Burberry, Nobody Denim, Calli The Label, Camilla and Marc and City Beach are some of the most famous brands that rule social media presence in Australia. Apart from that more than 60% of the total population of Australia makes use of Facebook for the research of fashion brands (Brand shift towards digital, 2018). The fashion brands are highly facilitated with the use of social media marketing and its related activities.

According to Lamberton, & Stephen, (2016), the social media marketing is been considered to be an influential means of marketing the products and services of the fashion brands among the specific target customers. Additionally, social media marketing helps the brands in enhancing the two-way discussion and communication which also strengths the brand value and image among them. Moreover, Hajli, (2014) had revealed that the clothing and fashion brands accounted for nearly about 35% of the businesses that customers followed over the Facebook.  It has been widely found that the social media emergence has boosted the interest levels of people as well as the word of mouth and the viral marketing activities among the luxury fashion brands. The brands that are highly impacted in both positive and negative manners involve the Nike, Rebook, and Puma. The word of mouth or social media promotions has helped the fashion industry of Australia more exposed at the wider area of customers and availed remarkable profits out of it. Moreover, the use of social media tools is helping organizations to provide real-time information to client and customers about the new fashion and gain the competitive advantage.

Research methodology is an essential part of the research that provides the control and proper consideration of methods and elements which increases the effectiveness of the study. The research methodology is useful for readers to understand the approach and flow of the research more appropriate manner. The key aspects of current methodology involve the approach, design, data collection and analysis as well as ethical consideration.

The research philosophy refers to the categorization of research. There are majorly three types of research philosophies are used such as interpretive, positivism and realism. For the current research about the impact of online media marketing aspects on fashion industry of Australia, the researcher has chosen the realism philosophy as the research will involve both quantitative and qualitative data (Mackey & Gass, 2015). This philosophy will support to meet the objectives of the research by comparing the secondary data.

Positive and Negative Impact of Social Media Marketing on Fashion Brands

The research approach plays the critical role in exploring different aspects of research and utilization of data. For research majorly two categories of approaches are used such as deductive and inductive. For the current research about an analysis of the impact of online media marketing tools on the brand effectiveness of the fashion industry of Australia, the researcher has chosen the deductive approach. This approach will allow the researcher to evaluate the hypothesis and meet the identified results (Taylor & et al., 2015). Moreover, it will help to identify the appropriate hypothesis and information about the subjective matter.

The consideration of the right type of research improves the effectiveness and reliability of research. The selection of research type is based on segmentation, drivers and barriers. The researcher has chosen qualitative types. The selection of this method will help to improve the effectiveness of research by comparing numerical and existing data about the impact of social media marketing on the effectiveness of brand of fashion industry of Australia (Lewis, 2015). The statistics and numerical data will support the finding of research.  

The research design is an important element of research that supports to develop the clear picture of the study including the various aspects. The research designs are categories in three sections such as exploratory, descriptive and casual. For current research on the analysis of social media marketing impact on fashion industry of Australia, the investigator has chosen the descriptive research design. This will help to meet objectives of study to analyze the benefits and importance of social media marketing tools. Moreover, this design will also support developing the valid hypothesis and gain the best outcome for the selected study area (Flick, 2015). The researcher will have the major concern over the importance of social media tools in marketing and promotion of the brand of fashion industry.

The data collection is having the significant role in the study of the current topic of study. The data collection helps to improve knowledge and understanding about related subject and support in developing the strong theoretical background to meet the goals and objectives. For the collection of data, there are two approaches have been used such as primary and secondary. For the current research, the investigator has made use of secondary data method for collecting the data (Ledford & Gast, 2018). For that, the researcher has considered the sources like books, journals, online articles and social media pages of fashion industry organization from Australia.

Conclusion

For analysis of data, the researcher has selected thematic. The secondary data about the impact of social and online media marketing on the brand effectiveness of fashion industry of Moreover, the thematic analysis method also used for proving the hypothesis and meet the aims and objectives of the study (Stephen, 2016).

The ethical considerations for study are essential to improve the validity and effectiveness of the research. The researcher has followed norms and standards for conducting research in an ethical manner to encourage the authenticity. The researcher has ensured that data that used for the study was not copied from any source and free from biasness.

The evaluation of data that collected from the secondary sources about the role of social media marketing on sales and business improvement, it has been finding out that, the traditional marketing strategies are not having much impact on buying decisions of the customer for the fashion industry. The online tool for communication and interaction with people are more popular. The organizations are making use of these online platforms for expanding the sales areas and gain the attention of the customer (Online marketing and customer growth, 2018). The analysis suggests that the customers of Australia are making their decision by analyzing the popularity of the brand on social media. In addition to this, creative and innovative marketing approach of organization on social media also has the positive impact on the decision making of the customers of the fashion industry.

                                                                           

                                                                                        Figure 3: Improvement in customer through online marketing

                                                                                             (Source: Online marketing and customer growth, 2018)

According to the analysis of secondary data and past research outcome about the impact of social media promotion on the clothing industry, the organizational sales are increasing. The organizations that are promoting cloths using the social media platform are getting positive brand recognition in the country.   The sales of the organization increased up to 37% as by using the content marketing and posting the reviews of the customer about the products and services. This is helping them to create positive word of mouth for the brand.

References

                                                       

                                                                                           Figure 4: Sales of clothing brands through social media

                                                                                            (Source: Sales in Australia through social media, 2018)

The research shows that the consideration of online marketing tools is helping the fashion industry organization of Australia to meet the sales and customer base goals in minimum time. The social media marketing is beneficial for companies to gain competitive advantage, effective utilization of market opportunities and get connected with the customers (Social media impact on brands, 2018). The communication and interaction through social media are providing critical knowledge about the aspects that are good for organization and areas that need improvement. The proper analysis of information using social media marketing will increase the brand effectiveness of fashion industry organizations.

                                                                         

                                                                                                   Figure 5: Brand value on social media

                                                                                           (Source: Social media impact on brands, 2018)

The major findings of the study involve positive aspects of using social media marketing tools for the fashion industry of Australia. The social media marketing has covered remarkable areas of the fashion brands in Australia and plays the significant role in attracting new customer segments towards it.  The social media platforms like Instagram, Facebook, Twitter, etc. are majorly accessed by the influences of the peer reviews on the specific fashion brands and make their decisions accordingly. The brands had been highly impacted in both positive and negative manners and had led them towards either success or failure. The word of mouth or social media promotions had made the fashion industry of Australia more exposed at the wider area of customers and availed remarkable profits out of it. The marketing is one of the key aspects of the clothing brands to influence the decisions of the customers and meet their business goals and objectives. The development of new social media sites like FaceBook, Twitter and Instagram have provided the good platform for advertising and offering the information about the new products and services.

Conclusion and recommendation

From the study, it has been carried out that the marketing approach of the organization is changing. The leading fashion brands of the country are using social media platform for offering the information and effective utilization of market opportunities. The study has analyzed various factors like real-time data exchange, fast flow of information and high reach to the customer is encouraging the organization to use the social media tools for promoting and advertising the products and services.

The outcome of study satisfied the aim as marketing and use of social media tools is supporting the fashion industry of Australia to improve the sales and profitability in the business.   

The proper planning and consideration of objectives for online marketing are essential. The content that offered by the organization on online media has the significant impact on the decision making of the potential customer and increase the brand effectiveness for the existing customers. Now, to gain the competitive advantage the timing of advertising plays the critical role in fashion industry of Australia. Apart from that more than 60% of the total population of Australia makes use of Facebook for the research of fashion brands. The fashion brands are highly facilitated with the use of social media marketing and its related activities.It is considered that around 67% of people use social media for brands occasionally and around 33% weekly. 

The major limitations of research involve time management and consideration of data that is reliable and help to increase the reliability of the study. The investigator has invested a lot of time in research and collecting the data. The limited budget restricted the researcher to access the relevant data related to the topic as many of the sources were charged. Moreover, the researcher managed to meet the time constraint by utilizing the time management techniques so that to complete the research is set to the time frame.

Now, it is been recommended for organizations from the fashion industry to overlooks their existing approach of marketing and utilization of opportunities. The internet and social media tools are the effective medium for offering information using images, videos, and customer reviews to gain the competitive advantages.

References

Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.

Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.

Brand shift towards digital, 2018 [Accessed through] < https://www.businessinsider.com/luxury-fashion-brands-shift-budgets-to-digital-2017-6?IR=T> [Accessed on 18 September 2018]

Flick, U. (2015). Introducing research methodology: A beginner’s guide to doing a research project. Sage.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.

Growing e-commerce industry, 2018, [Accessed through] < https://www.webalive.com.au/future-of-australian-ecommerce/> [Accessed on 18 September 2018]

Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.

Ledford, J. R., & Gast, D. L. (2018). Single case research methodology: Applications in special education and behavioral sciences. Routledge.

Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.

Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. Routledge.

Online

Online marketing and customer growth, 2018 [Accessed through] < https://www.fungglobalretailtech.com/research/17-retail-trends-2017/> [Accessed on 18 September 2018]

Rodriguez, M., Peterson, R. M., & Ajjan, H. (2015). CRM/social media technology: impact on customer orientation process and organizational sales performance. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 636-638). Springer, Cham.

Sales in Australia through social media, 2018 [Accessed through] < https://www.wordstream.com/blog/ws/2017/01/05/social-media-marketing-statistics> [Accessed on 18 September 2018]

Social media impact on brands, 2018, [Accessed through] < https://www.businessinsider.com/luxury-fashion-brands-shift-budgets-to-digital-2017-6?IR=T > [Accessed on 18 September 2018]

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.

Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.