Unveiling the Challenges of Converting Online Popularity into Sales in Small Fashion Brands
Zaknoun, Saana (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120133616
https://urn.fi/URN:NBN:fi:amk-2023120133616
Tiivistelmä
This bachelor’s thesis for the Degree Programme in International Business with a major in Customer Relationship management and Communication was conducted to examine the challenges that small fashion businesses face in trying to convert online popularity into sales. This thesis examines the dynamics between consumer behaviour, marketing strategies, and the growth of small fashion businesses.
This research was employed using different methodologies. A Webropol survey as well as an interview with a small fashion business were made to investigate this matter. Aspects such as influencer marketing, customer behaviour, and the competition with fast fashion were studied. A small fashion brand called MY MOM SAID was used as a case study in this thesis. The owner of the brand gave important information.
The research consisted of desktop research. Concepts from literature material, such as subject books and online articles were reviewed to understand key concepts in the field. In addition, empirical research was conducted because a Webropol survey that gathered in total 60 responses, was made. Additionally, an interview with owner of small fashion brand MY MOM SAID was made. Both provided qualitative data that documented personal experiences, opinions, and real-world experiences, and both contributed to the empirical foundation of this research.
The goal of this thesis was to gain insights and identify methods that can assist small fashion businesses in gaining growth among the obstacles of the digital world. The results provide helpful and practical tips and techniques for small fashion businesses that want to turn their online views and likes and translate them into concrete revenue.
The research revealed that influencers play an important role in brand recognition for small fashion businesses like MY MOM SAID, consumers are showing interest in sustainable fashion, yet are still drawn more towards fast fashion, and that to be successful in the digital fashion world, one must plan carefully, set aside enough money, and understand how people's purchasing preferences change over time. However, the direct translation of online popularity into sales remains a challenge.
This research was employed using different methodologies. A Webropol survey as well as an interview with a small fashion business were made to investigate this matter. Aspects such as influencer marketing, customer behaviour, and the competition with fast fashion were studied. A small fashion brand called MY MOM SAID was used as a case study in this thesis. The owner of the brand gave important information.
The research consisted of desktop research. Concepts from literature material, such as subject books and online articles were reviewed to understand key concepts in the field. In addition, empirical research was conducted because a Webropol survey that gathered in total 60 responses, was made. Additionally, an interview with owner of small fashion brand MY MOM SAID was made. Both provided qualitative data that documented personal experiences, opinions, and real-world experiences, and both contributed to the empirical foundation of this research.
The goal of this thesis was to gain insights and identify methods that can assist small fashion businesses in gaining growth among the obstacles of the digital world. The results provide helpful and practical tips and techniques for small fashion businesses that want to turn their online views and likes and translate them into concrete revenue.
The research revealed that influencers play an important role in brand recognition for small fashion businesses like MY MOM SAID, consumers are showing interest in sustainable fashion, yet are still drawn more towards fast fashion, and that to be successful in the digital fashion world, one must plan carefully, set aside enough money, and understand how people's purchasing preferences change over time. However, the direct translation of online popularity into sales remains a challenge.