Facebook Marketing for Fashion Industry

Abstract

Social media platforms like Facebook, YouTube and Twitter, etc… are fundamentally changing the way business and consumers behave. It has created chances and challenges for the marketers. The main objective of the study is to figure out whether Facebook can be used to create brand awareness in the fashion industry. It also finds out methods and tactics of Facebook marketing. Moreover, it aims to explore the benefits and pitfalls of using Facebook marketing compared to traditional marketing. A critical literature review was carried out and qualitative and quantitative research methodology were used. The research revealed that traditional marketing is still crucial. Facebook is a useful tool in the way that it can help marketers understand their customers’ behaviour. Essentially, brand in the fashion industry is earned through creativity management. The tactics are: taking advantage of word of mouth, mutual interest, hyper-segmentation, engaging consumers in emotional and personal conversation, providing discount and promotion in Facebook. Moreover, photos, videos, tips about fashion should be added there. Banners and displaying advertisements on Facebook should be unique and artistic. Another technique is to give consumers chances to express themselves and make them get the feeling of a part of community. The downside of Facebook marketing is that it can only reach particular consumers. Also, it takes time to update. Moreover, in some situation, Facebook marketing has no point since consumers do not express their opinions there. Furthermore, Facebook can become less popular or it is replaced by another social media.