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ProUban Apparel Brand: Functional Apparel - Internationalization Through Digital Media

Paulo Botelho Pires (Polytechnic of Porto, Portugal) and José Duarte Santos (Polytechnic of Porto, Portugal)

EISBN13: 9798337329413|DOI: 10.4018/979-8-3693-5395-0.ch010

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Abstract

The case of ProUrban Apparel concerns the development of a comprehensive digital strategy with the objective of enhancing brand visibility, driving online sales, and expanding into international markets. The key issues discussed include the importance of digital channels such as the website, search engine optimization (SEO), social media, online advertising, and email marketing in achieving marketing objectives. Strategies for targeting end consumers and retailers, optimizing SEO, and leveraging social media platforms are highlighted. The case study underscores the importance of effective communication, content creation, and customer engagement in differentiating ProUrban Apparel in the competitive apparel industry. By implementing a comprehensive digital strategy encompassing various channels, ProUrban aims to establish a robust online presence, attract customers, and drive growth in both online and offline sales channels.

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ProUban Apparel Brand: Functional Apparel - Internationalization Through Digital Media

Abstract