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Tanisha Gupta 6th Semester

This document appears to be a student research paper on digital advertising strategies for the apparel industry. It includes an introduction to digital advertising and common types. It then discusses why social media is important for advertising and lists several digital advertising strategies. The paper also provides overviews of several major apparel brands and their approaches. It outlines the research methodology used and findings. The conclusion states that the apparel category has seen big online gains and brands need an ecommerce focus to capture growth, though competition is intense.

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Komal Gupta
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100 views14 pages

Tanisha Gupta 6th Semester

This document appears to be a student research paper on digital advertising strategies for the apparel industry. It includes an introduction to digital advertising and common types. It then discusses why social media is important for advertising and lists several digital advertising strategies. The paper also provides overviews of several major apparel brands and their approaches. It outlines the research methodology used and findings. The conclusion states that the apparel category has seen big online gains and brands need an ecommerce focus to capture growth, though competition is intense.

Uploaded by

Komal Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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“A STUDY ON DIGITAL ADVERTISING STRATEGIES WITH

SPECIAL REFERENCE TO APPAREL INDUSTRY”

PRESENTATED BY; SUBMITTED TO;

Tanisha Gupta Dr. Payal Goyal


1941165
. BBA 6th semester
“A STUDY ON DIGITAL ADVERTISING
STRATEGIES WITH SPECIAL REFERENCE TO
APPAREL INDUSTRY”

Introduction of digital advertising;-

Online advertising, also known as online marketing, Internet advertising,


digital advertising or web advertising, is a form of marketing and
advertising which uses the Internet to deliver promotional marketing
messages to consumers.
Types of digital advertising;-

• Traceability
• Internet adverting enables good conversion tracking
• Targeting
• Internet advertising is huge
• Internet advertising can be much cheaper
• Internet advertising has greater range
• Budget
Why is social media important for advertising?

• Increase brand awareness


• Connect with your audience
• Superior customer service
• Implement advertising campaigns
• Drive traffic to your mobile app
Digital Advertising Strategy
• Social media marketing
• Email marketing
• Search engine optimization
• Pay per click
• Inbound marketing
• Data driven marketing
• Search engine marketing
• Mobile marketing
apparel industry’s
The Apparel Industry consists of companies that design and sell
clothing, footwear and accessories. Product categories include
everything from basics, such as underwear, to luxury items, for
example, cashmere sweaters and alligator-skin handbags.
Traditionally, apparel companies were wholesalers, selling large
quantities of goods to retailers, which then marked-up items and
sold them to consumers at a profit. However, it’s become more
difficult to draw a line between wholesalers and retailers; most
apparel companies now have both types of operations.
ZARA

Zara is a Spanish clothes and accessories brand, it is the flagship


brand of the Inditex group. Few clothing brands keep up with the
latest fashion, are of high quality and yet, affordable. It is
probably the amalgamation of all these qualities that made Zara,
the Spanish clothing brand become the go-to fashion brand for
all. It is no surprise that Zara, which started off as a small store in
Spain is now the world’s largest retailer and its founder, Amancio
Ortega, the 4th richest man in the world.
H&M (Hennes & Mauritz)

• Hennes&Mauritz (H&M) is a multinational clothing-retail company based in


Sweden. It went public on the Stockholm Stock Exchange in 1974. Founded
by Erling Person in 1947, it was initially called Hennes, The Swedish word for
“hers”, and sold only women’s clothing. In 1968, the company was renamed to
Hennes&Mauritz and, since then, has diversified over the years and expanded
its product portfolio to include women’s wear, men’s wear, children’s wear,
footwear, accessories, cosmetics and home furnishings
Louis Vuitton

• In the world of luxury fashion, many names come and go, but
Louis Vuitton seems to be stronger than ever. The brand remains
classy, admirable, and instantly recognizable. Among dozens of
luxury labels, Louis Vuitton stands on a league of its own, which
is impressive for a brand that started in 1854, more than a century
ago.
RESEARCH METHODOLOGY

Sources of data
Secondary data:
Secondary data is collected from already existing sources in various organization
broachers & records. Secondary data for the study were collected from the magazines,
websites & other previous studies

Need of study

 To understand the digital advertising


 to know who digital advertising is different from traditional advertising
 To know about digital advertising channels
 To know the impact of digital advertising To know the importance of digital
advertising
LEARNINGS
 Get to know about challenges and opportunities for digital advertising in India.

 Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.

 I learned how to pitch the client while meeting.

 I experienced the corporate feeling which gives me a good exposure.

 I was able to put in practice what I have learnt in my first year of marketing
management curriculum.

 Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
FINDINGS

 What I found in client servicing is convincing clients is bit complex as they too ha
completed knowledge about the digital advertising and also explaining how we are better th
others.
 Most of the sectors initially opt for the digital advertising channels name search engi
optimization, search engine marketing and social media marketing and later they will thi
about other channels which mean these three channel high acceptance.
 Advertisements have high impact for creating stimulus in Indian customers. But this stimul
will get in to action only through opinion leaders.
 The same thing is happening for the newspaper also, people have more affinity towar
online news portals. Here's the reason may be they can get news updates very early; th
don’t need to wait for daily newspapers.
 From the first part of this research itself, we know that customers are highly informati
seeker. It may be the reason for high trust in online ads. They can search for more informati
after seeing an ad or online is the only two way communication channel for customers
CONCLUSION
Of all the consumer goods available online, the apparel category
—including clothes, shoes, and accessories—has seen some of
the biggest gains.

Apparel brands that focus on their ecommerce presence have


opportunities for dramatic growth as shoppers move online. But
the competition is stiff. Big brick-and-mortar retailers like
Macy’s and Kohl’s have been investing significant resources in
building their online stores, and Amazon is cutting into the
apparel sales of traditional apparel retailers with its low prices
and fast shipping.
Thank. you!!

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