Digital Marketing: An Effective Tool of Fashion Marketing

6 Pages Posted: 23 Jan 2019

See all articles by Shristi Purwar

Shristi Purwar

University of Allahabad - Centre of Fashion Design & Technology

Date Written: January 6, 2019


Fashion allows us to dream; it can transport us from mundane to the glossy world of models, catwalks and fantasies. It is hardly surprising that fashion is so seductive, when so much of the media focus centers on the more glamorous aspects of the industry. Today media players are covering very beautifully, every aspect of the fashion world in many ways and provide information to the customers. In fact, they use very effectively digital media to increase awareness and connections between brands, labels, and customers. Fashion is a complex cultural phenomenon, but it is also a global manufacturing and retail industries, the scope of which is immense. So, industry extends for those persons who are working in the world of styling, art direction, photography, advertising, media and digital marketing.

Fashion marketing is very important element of the fashion industry, because it operates at every level of the fashion system (Supply chain to product development through to retail). Fashion is relevant to business of couture, luxury label, designer level and mass market. In present era, we all are apprised to digital world. The role of digital marketing is very important in fashion marketing. Fashion is a global business with complex structure that operates on many different levels to reach everyone from fashioners to those who just purchase clothing as a necessity of everyday life. Digital mode brings the whole worlds to the customers’ doorstep in one click. Digital marketing can be identified as form of direct marketing that connects the buyer with the seller electronically through interactive technologies such as email, website, social networks, online forum as well as news groups, television, mobile communications etc. The principal objective of marketing is to raise awareness information, persuade and encourage consumer engagement with the brand. The ultimate aim is of course to generate sales. So, this paper entitled “Digital Marketing: An Effective Tool of Fashion Marketing” is presents digital era and its impact on fashion marketing.

Keywords: Fashion, Digital, Marketing, Consumer behaviour

Suggested Citation

Purwar, Shristi, Digital Marketing: An Effective Tool of Fashion Marketing (January 6, 2019). Proceedings of 10th International Conference on Digital Strategies for Organizational Success, Available at SSRN: or

Shristi Purwar (Contact Author)

University of Allahabad - Centre of Fashion Design & Technology ( email )


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