A Digital Marketing Strategy for Fashion For You

Abstract

This thesis report outlines the research and development process involved in formulating a digital marketing strategy for the Fashion For You case company which operates as a small-sized entity catering to both B2B (business to business) and B2C (business to consumer) markets within the clothing fashion manufacturing sector. Despite possessing digital resources, the company currently lacks a robust marketing plan or strategy, resulting in a notable shortage in online presence, engagement, and sales. The primary objective of this thesis project was to construct an effective marketing strategy by employing various digital marketing tools. This strategic approach aims to enhance sales, elevate brand awareness, and refine communication channels with customers. Given these objectives, the research holds significant value for the company as it addresses critical shortcomings in its current marketing practices.

This thesis comprises both theoretical and empirical components. The theoretical section examines the components and defines the main elements of a digital marketing strategy. Given the broad nature of digital marketing, the author selected concepts such as marketing description, social media platforms, email marketing, analysis methods, and marketing techniques during the theoretical research. The empirical part represents the practical dimension of the project, encompassing the analysis of company data and the iterative development of the digital marketing strategy. Analytical methods, including SWOT and SOSTAC, were employed to assess the company's market. These methods highlighted the challenges and opportunities facing the company, serving as a foundation for defining strategy and tactics. Guidelines were then formulated for SEO, website optimization, email marketing, and social media platforms. Additionally, the thesis presented recommendations for development and examples for posts.