Fashion Brand Marketing and Promotion

Questions: 1.Find a current media article on a global fashion brand that is using innovative new media or guerrilla marketing strategies. 2.Discuss the relevant benefits and disadvantages of these approaches. 3.Provide your own recommendations for other ways the brand can engage its target audience and increase brand visibility and sales. Answers: Introduction: Presently it has been found that all the fashion brands are much eager to expand their business in a larger extent in the global market. The main intention of the fashion brands is to attract large amount targeted customers from the market (Cui and Choudhury 2015). Through this effective initiative, the fashion brands are trying to enhance their sales as well as the market share of the company. In the past few years, it has been found that the market trends are drastically changing in the market. Due to this reason the customers are easily switching from one brand to the other. On the other hand, it has been found that the customers has become much choosey how the goods and services which they are buying from the stores. Discussion: Australian fashion brand Zara has implemented a marketing strategy in order to grab the attention of the customers in the market. In order to capture the market, Zara has mainly focused on the new media marketing strategies. In the recent times, the fashion brand is mainly trying to deliver innovative creation and services to the targeted consumers in the market. Through the new media, the fashion brand mainly promotes their goods and services mainly through the online channels. The new media marketing tool is considered one of the effective mediums for promoting the goods to a large number of customers in the market (Pawaskar and Goel 2016). The main advantage of this medium that at a single time, the organisation reach huge targeted customers in the market. Additionally, the main disadvantage is wrong content can create a adverse image of the company among the customers in the market. The new media marketing tools are namely the websites and website content, search engines, email newsletters, online videos and the social media networks. Mosca and Casalegno (2016.) the social media is also considered as one of the effective mediums for promoting the goods and services in the market. The new media marketing helps the business organisation to develop the business from B to C. The new media marketing also can be considered as the digital marketing. With the help of the social media sites the business organisation can easily engage the targeted customers directly with the company (Appiah-Adu and Amoako 2016). This directly helps the company to create the value of the corporation in the global marketplace. This effectual approach will directly help the Zara to increase its sales as well as the marketing share of the company in the market. On the other hand, this will also helps the company to increase supplementary advantage than compared to the other existing fashion brands in the market. Additionally it has been also found that as per the nature of the market and the buying behaviour of the customers, the business organisations implements the marketing strategies. Conclusion: For the future develop Zara must develop the business by engaging the customers more with the company. Through the promotional activities and campaign the company can engage the customers. This will help the company to enhance the value and the brand visibility in the market. Reference list: Appiah-Adu, K. and Amoako, G.K., 2016. The execution of marketing strategies in a developing economy: A case study of selected market leaders.African Journal of Economic and Management Studies,7(1), pp.9-29. Cui, G. and Choudhury, P., 2015. Effective strategies for ethnic segmentation and marketing. InProceedings of the 1998 Multicultural Marketing Conference(pp. 354-358). Springer International Publishing. Mosca, F. and Casalegno, C., 2016. Managing Integrated Brand Communication Strategies in the Online Era: New Marketing Frontiers for Luxury Goods.Global Marketing Strategies for the Promotion of Luxury Goods, p.93. Pawaskar, R.P. and Goel, M., 2016. Improving the Efficacy of Destination Marketing Strategies: A Structural Equation Model for Leisure Travel.Indian Journal of Science and Technology,9(15).