Study of social media marketing and traditional marketing in fashion industry : (a case study based on Irish fashion industry)

Abstract

The project is named as “Study of Social Media Marketing and traditional marketing in Fashion Industry.” For the better understanding, the researcher has used the case study based on Irish Fashion Industry. The researcher selects the Irish Fashion Industry as a case study in order to evaluate the impacts of the social media marketing and traditional marketing on the fashion industry. In this research, the main purpose is to analyze the impacts of social media marketing on the fashion industry. The researcher selects the organizations such as River Island, Miss Selfridge and Topshop TopMan to understand the impacts on these organizations. This will help the researcher to conduct the research successfully. The researcher tries to gain knowledge and skills related to the social media marketing and its effect in order to having proper understanding of the impacts of these marketing strategies. Moreover, the previous journals and articles help the researcher to gain effective knowledge related to the research topic. Thus, the existing literature helps the researcher to identify the issues and challenges that the organizations face during the implementation of the social media marketing strategy. To carry forward the research, the researcher tries to develop suitable research methodology for conducting the research in a systematic way. The proper research approach, philosophy and design help the researcher to complete the research appropriately. Moreover, to analyze the research topic, the research collects data through survey and interview techniques. The researcher selects 50 customers for survey and 5 managers for interviews. The data collection and analysis helps the researcher to analyze the impacts of social media marketing on the fashion industry. After conducting proper analysis, the researcher is able to recommend suitable suggestions for further improvement in the social media marketing strategy. Author keywords: Fashion industry, social media marketing, traditional marketing, Irish fashion