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Customer Engagement by Fashion Brands: An Effective Marketing Strategy

Customer Engagement by Fashion Brands: An Effective Marketing Strategy

Samala Nagaraj
Copyright: © 2020 |Pages: 15
ISBN13: 9781799827283|ISBN10: 1799827283|EISBN13: 9781799827290
DOI: 10.4018/978-1-7998-2728-3.ch013
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MLA

Nagaraj, Samala. "Customer Engagement by Fashion Brands: An Effective Marketing Strategy." Circular Economy and Re-Commerce in the Fashion Industry, edited by Archana Shrivastava, et al., IGI Global, 2020, pp. 161-175. https://doi.org/10.4018/978-1-7998-2728-3.ch013

APA

Nagaraj, S. (2020). Customer Engagement by Fashion Brands: An Effective Marketing Strategy. In A. Shrivastava, G. Jain, & J. Paul (Eds.), Circular Economy and Re-Commerce in the Fashion Industry (pp. 161-175). IGI Global. https://doi.org/10.4018/978-1-7998-2728-3.ch013

Chicago

Nagaraj, Samala. "Customer Engagement by Fashion Brands: An Effective Marketing Strategy." In Circular Economy and Re-Commerce in the Fashion Industry, edited by Archana Shrivastava, Geetika Jain, and Justin Paul, 161-175. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-2728-3.ch013

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Abstract

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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