Customer Engagement by Fashion Brands: An Effective Marketing Strategy

Customer Engagement by Fashion Brands: An Effective Marketing Strategy

Samala Nagaraj (University of Hyderabad, India)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/978-1-7998-2728-3.ch013
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No matter what changes time and technology bring to the world, fashion has its own way of adaptation. In the present times dominated by advanced technology and information, fashion enthusiasts, marketers, and industry are facing challenges and learning to adapt the new. With the increased options of selecting favorite fashion brands through largely available channels and information, fashion customers are equipped today with greater flexibility and understanding; this challenges brands to retain customers. Marketers are using new ways and platforms to engage customers. The chapter focuses on the effective marketing strategies adopted by fashion brands to engage customers. The chapter elaborately discusses the latest technologies and platforms used to engage customers. The chapter attempts to exemplify the effective engagement strategies followed by some of the successful fashion brands. It discusses new techniques in engaging like gamification and the use of advanced analytics for evaluation.
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The fashion industry has evolved significantly in the past few years. With the change in time and technology, the industry has shifted from its normal course. The level of competition has intensified in the industrial setting. It has urged the business participants to employ a wide range of strategies for the purpose of engaging with the market audience. In the technology-driven times, fashion is influenced by technological innovation. The marketers that function in the evolving industry try to adapt to the changing business environment so that they can sustain and survive in the market setting. Some of the top fashion brands such as Louis Vuitton, Gucci, Prada, Ralph Lauren, Chanel, Burberry, and Hermes have continued to survive in the competitive market setting in spite of the evolving nature (Top 10 Best Selling Clothing Brands in The World, 2019). One of the primary reasons for their existence in the fashion industry is the strategies that they implement to interact and engage with the market audience. In spite of facing numerous challenges and obstacles relating to advanced technology and information, fashion marketers operating in the industry are learning to adapt to the new business environment.

The chapter mainly focuses on the effective marketing strategies that are adopted by fashion brands in the market setting. Similarly, the manner in which these market players employ the latest technical elements and platforms to engage with customers has been highlighted. In the prevalent competitive era, the engagement with the audience is the key to the survival of fashion marketers (Moreno-Munoz et al., 2016). The successful and effective engagement strategies that are implemented by successful fashion brands have been explored here. The exact role of engagement has been presented since it has completely transformed the face of the fashion industry. In the digitalized era, social media platforms have played a significant role to change the way fashion brands communicate and engage with the target market audience. The use of social networking sites and online brand communities by fashion marketers has been elaborated. In addition to this, innovative engagement technologies such as Gamification have also been captured as it is being used by a number of reputed fashion brands to enhance the quality of the user engagement (Samala & Singh, 2019). Ultimate, the application of advanced analytical tools and Artificial Intelligence (AI) for the purpose of measuring the effectiveness of engagement has been captured. The chapter would offer a complete picture relating to the customer engagement that is done in the prevailing fashion industry. A number of real-life industry examples have also been captured to simplify the understanding of customer engagement in the fashion industry.

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