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Promoting fashion brands through cultural media

The purpose of this analysis has gone to research likelihood of promoting a fashion brand through sociable mass media, specifically Facebook. It would analyse its advantages as well as cons towards fashion business. The cultural media can be an Internet platform where people are free to discuss and converse through different weblogs and websites. The critical question is how consumer decisions are damaged by other consumers' recommendations. It is very important that businesses intending to join the web environment should thoroughly understand the web consumer market. For the marketing purposes, internet sites signify unique opportunities of a constant contact with the consumers. Sales online have increased significantly during the last decade in both USA and Europe (Forrester Research, 2000). In December 2002, Europeans apparently put in $ 15. 8 billion in 2002, Whereas AMERICANS put in $15. 7 billion. The rise in Internet sales was mostly effected by the sales of apparel and toys (Blauw Research bv, 2003).

Outlaw Freelancers is a tiny Amsterdam based mostly fashion brand, and is an excellent example of the micro business. Their sales are done only through Internet, at their main website (www. outlawfreelancers. com). Outlaw's are determined to make use of new marketing ways, and advertise their brand through social network such as Facebook. In order to learn how the big brands on the marketplace manage social press coverage, interview with NIKE and H&M representatives was accomplished. In the interviews it can be seen that companies operate almost with the same framework, except geographically focusing on consumers. In comparison with Outlaw's, both NIKE and H&M, have already established an image, and for that reason in no need of a new one.

The study has shown that social mass media power is insufficient to press the brand on the market. Following a 4 month's observation of Outlaw Freelancers it was clear that cultural media had not been enough to motivate the sales. However, it is very important for proven companies like NIKE and H&M to use social multimedia to communicate with its consumers. Due to the time limit, it was unfeasible to keep the Outlaw's research of 4 months which could possibly lead to raised results. The observation is relatively small and could have resulted in different result if the time was longer. The study shows that for a fresh brand on the fashion market it is crucial to mix the utilization of traditional marketing as well as new Internet ways.


I would like to express my understanding and thank to all or any those involved in achieving this thesis, including individuals and different organizations that'll be mentions throughout the procedure.

Thanks to my parents, Mr. And Mrs. Kaminskiy, for his or her unfailing support during the period of my entire course.

Special thanks to my dear good friend Louisa Chiejina, who remained motivating and positive through the whole process, and assumed in me.

1. 1Introduction

Outlaw Freelancers is Amsterdam established fashion brand, which is represented by a collaboration of fashion and graphic artists who worked with the world's greatest fashion brands in previous. The brand was set up in springtime 2010, and symbolized by a straightforward but impressive designs. The collection is entitled, Run, the old world is behind you! Inspired by the 1968 Paris college student protests features a 12 piece series on men's t-shirts with the Outlaw's signature daring, iconic imagery. At this time the brand is focusing only on online sales, that may follow by retail soon. The Perspective of the brand can be refereed to as a ' glocal ' lifestyle and take creativity from popular culture: artwork, music, design and modern Western living. Outlaw Freelancers consumer are masculine, work and socialize in stylish stylish metropolitan areas. Their personal style is intuitive and daring, reflecting an freedom of spirit. Creative provocative and rebellious, always modern.

Being a new brand the company is trying to discover a suitable marketing strategy. In the industry there a wide range of marketing strategies a company might use to promote its brand understanding such as: advertising, public relations, personal selling, direct marketing, sales campaign and term on mouth area marketing, which all belong to the marketing communication combination, also known as a promotional combination. The six elements help companies to attain customer loyalty and rise in sales. The marketing communication mixture model was created Philip Kotler, who's knowledge is being used all over the world. Every factor of the blend represents another type of approach, which will be explained in the literature review. Outlaw Freelancers have adopted a few of the strategies from the marketing combination, such as person to person, because of its future success. Despite the use of marketing combination, the brand has made a decision to make an online search also called Blogging platforms 2. 0. Companies have extensively recognised the power of the internet and broad scope it includes. The interactivity provide retailers with the to change their customers' shopping experience (Evanschitzky et al. , 2004; Wolnbarger and Gilly, 2003), and in so doing, strengthen their own competitive positions (Doherty and Ellis-Chadwick, 2009; Levenburg, 2005). The company uses the internet through cultural mass media sites like Facebook, to communicate with its consumers and potential customers.

Primarily, social networks were aimed to build communities on the web, of people with similar hobbies and/or activities. Social networking existed since 1995 and started up with www. Classmates. com. The project came out quite successful, and in the next few year there is a number of duplicates with the same content. However the official sociable networking success started in 2003-2004 with the sites such as: LinkedIn, Myspace and Facebook. The features of networking can also involve finding people with the same interest, finding the desired web page or any other information that can interest you related to your hobby or work. Usually, the web site allows you to post information about yourself (e. g. Time frame of birth, institution or university you attended, pastimes etc. ) from which other users can find you, and relate if needed. There are different types of information, you can either have your own private profile, or make an organization which is visible for everybody.

As competition in the style markets intensifies globally, company's seek other and new ways of capture both interest and commitment of consumers. As the business environment is changing and it is very strong in the style sector. Apparel company's would have to build their image and brand with supporting marketing strategies that will lead to expansion over time and success of the brand and what it presents (Marguerite Moore, 2003)

For the marketing purposes, social networks represent unique opportunities of any constant connection with the consumers. It became a typical activity to speak about different companies and preferences, which either can break the company's reputation, or make it better. Social media marketing platform is growing extremely fast, therefore it attract spending more budget by the firms on advertising's that may be put on these web pages. The major goal of Marketing is undoubtedly to gratify the customers' needs and make a profit on the way. Regrettably, the needs of customers can differ enormously from industry to industry. Therefore different methods are required to meet all the various needs. Positioning the brand is about finding the right spot in customers' thoughts in order to generate the desired association. (Kotler, 2001, p. 172)

The thesis typically concentrates Facebook as a kind of social press network. It could analysis its advantages as well as cons towards businesses and their marketing strategy. Nowadays media about Facebook shows up very regularly, this is one of the most effective growing social networks and the most popular one. Launched 6 years back, Facebook was a closed network for students only, permitted to register only with students email address owned by certain universities. Nowadays anybody throughout the world can sign up for the network. The primary advantage for marketing purposes, that guaranteed success of Facebook, is the transformation from the usual social network into a platform with web applications. Developers have created an application that allows anyone to create an addition to Facebook. Presently, there are more than 5000 web-based applications, included in this games and promotions which are quite useful for boosting the performance of services and advertising.

After a convenient research Outlaw Freelancers are determined to work with the social press website such as Facebook as a marketing strategy to defend myself against supporting promote the brand. (Salzer-Morling and Strannegard 2004) define the brand as the organisation's principal asset and the core business activity. It is more than simply a name or icon and can be used to differentiate a retailer from its competitors. having a strong brand is a powerful marketing strategy to lessen uncertainty about analysis of product and to raise the purchase motives of online customers (Collins-Dodd and Lindley, 2003). Today increasingly more sellers use their websites and public media to determine their brand existence online and communicate with key people.

The main reason for this thesis is to determine whether social multimedia, such as Facebook, can influence the Outlaw Freelancers brand consciousness, and sales in an extended run. There are a great number of surveys mentioning that traditional advertising methods are getting rid of electricity, compare to the online word of mouth, therefore it is interesting to use a true to life example such as Outlaw Freelancers, to see whether Facebook can succeed. The remainder of this analysis/research is organised the following. Chapter 2 talks about the literatures relative to the subject, while chapter 3 talks about the methods used to mention the research. Section 4 looks at the analysis become from the study and finally section 5 will conclude the research.

Aims and Objectives

I. To learn if the communal advertising such as Facebook can affect online sales of the small brand such as Outlaw Freelancers.

Compare the utilization of Facebook of a large company like NIKE to a little brand such as Outlaw Freelancers. Uncover what will be the lessons that small business can apply.

Analyze if it is effective to use only social media through the development of the new brand.

1. 2 Need for study

The purpose of this analysis is to explore how a small fashion brand will try to engage in the market using social mass media techniques. Upon conclusion of the study, the

Researcher could have yet another knowledge in analysing how public media works and most especially in what kind of businesses.

The research will identify problems that might occur using this form of marketing strategy.

With research, interviews, delivered questionnaires and the occurrence of a concentration group. The study will show in detail the impact of communal media network such as Facebook on the business and its brand.

The suggestion on findings manufactured in the study will help Outlaw Freelancer, its owners and potential small businesses, more aware and experienced on external factors out there that could endanger or improve their business future.

Limitation of study

Time constraints - credited to time it was unfeasible to have more personal interviews with professionals of usually fashion companies. Also questionnaire could be as considerable as the researcher could have preferred.

Limited Research - present research/study available still signify a diminutive fraction of the individuals on social marketing site; Facebook and fashion companies that promote their brands through this medium. The test is relatively small and may have an alternative end result if the sample was much larger.

Limited response - A number of the interviewees have busy lives hence are limited to a short time and would only have the ability to answer a limited amount of questions.

Data availableness - A number of the respondents were hesitant to provide a few of the information.

Chapter 2

Literature Review

As the internet is growing increasingly more consumers organise their regular lives around the web. From education(online learning to shopping for groceries or in this framework fashion goods. Over the years consumers have seem to increase their online purchase of fashion merchandises. That position has produced a body of research allied with fashion e-tailing. (Marchiniak, R. and Bruce, M. 2004) summarise in a chapter about e-tailing, they identify that an adequate amount of review done in the region shows cross route shopping behaviour and problems with consumer behavior. However further research show essentials like site design, quality and fashion are most retailers' method of online technique (Neil F. Doherty & Fiona Ellis 2010). The facet of web site design is important to any fashion branding especially the Outlaws; a brandname coming directly into the e-tailing market. In the terms of site design, issues like the page design, interactivity level, and inconsistency across the sites get consumers worried and behave ( Siddiqui, N. , O'Malley, A. , McColl, J. C. and Birtwistle, G. 2003).

In different literature, there are aspects that are necessary for any company seeking to promote its brand through the web or social media websites. Aspects like branding, campaigns, and web site design mentioned previously. Branding is crucial to the final perspective of any fashion company, whether big or small. Recreation area and Stoel (2005) investigated the familiarity with brands on the internet alongside with earlier connection with shopping. They suggest that this familiarity and knowledge about brands is likely to influence the way consumers react and most especially their purchasing vitality. It also influences their perceptions on the chance associated with shopping online. Quite simply there is some information that brand familiarity may induce proposal with online shopping (Jennifer Rowley 2009). In a research model by Park, he made up a hypotheses that, "Folks who are subjected to a well-known brand will perceive (a) higher value and (b) more positive store image, when compared with individuals who are exposed to a website with a new brand name" ( Minjung Park 2009). The diagram in Appendix ( diagram from journal). . . . goes on showing how Park represents the links between your brand, promotion, perceived value, purchase purpose and store image. Although regarding the Outlaw Freelancers there is not a store image.

Moving on to promotions, which are extremely useful in cognitive assessments when deciding on the product to purchase (Raghubir, P. 2004). They are important means of keeping consumers enlightened about products and fads. They create a sort of recognition value to the retailer, let consumers find out about their activities which can eventually lead to their loyalty and encourage them to revisit (Minjung Area 2009).

Several research show and proven that marketing promotions such as price special offers like special discounts have a positive impact on the customers behaviour towards products. (fit it someplace)

However despite the upsurge in online sales of fashion clothes, research from scholars suggest that many individuals especially those in Europe are more reluctant to look for garment online. No doubt that issues like using the attire on and sense the textile hinges this technique enormously. (Rene P. Spijkerman 2008) shows in details exploration from several resources (E buyersGuide. com, Kwon et al. , 1991; Jasper and Quelette, 1994). He continues on to identify the percentage and issues concerning shopping on-line. In the same research conducted by Rene P. Spijkerman which designed to answer his main research question: How do Dutch fashion merchants use Websites (2004 - 2007) and if Dutch consumers appreciate web sites selling apparel? The research investigation includes the net presents of Dutch clothing suppliers having at least up to 55 outlets in the town/city. It was to no surprise that most the shops could be recognized using the google search engine, although others needed to be looked through other websites or links. This highlighted a significant part to the researcher that the web presence of any retail business (fashion brands) and quick access was a crucial element, moreover as companies like Outlaw's intend to grow and be known, the capability to make its presence on the web will be a tough but encouraging task if successful.

Finally by the end Rene comes to a realization that some Dutch merchants do sell on the Internet on their own site however the majority do not, despite the fact that they obviously put money and effort into their web sites. Others like Doherty et al. (1999) support Rene and suggest similar, proposing that the web adoption may not be a viable technique for all stores, as the likelihood of an organisation being successful in their financial commitment would be based mostly after the retailer's specific inside and environmental inhibitors and facilitators.

When all appears to fail, Person to person (WOM) is usually another marketing strategy for firms to work with. It has a larger impact on judgements and decision making than formal ways of marketing and sales communications. Research has demonstrated that this method helps catch the attention of new customers. even though others focus on branding and promotions

Chapter 3


Research methodology

A research process that includes a systematic set of steps and activities to answer certain questions, which often include information from academic journals, literature, different magazines and internet sites. A right group of methods will lead to the development of the answers. With this thesis few methods will be used to answer the key question. The main field research is the genuine observation and working with the company Outlaw Freelancers a brand on the communal advertising strategy, for the time of 4 month. It is very important to observe the process as it runs, attending to from the very start. The brand is an excellent exemplory case of micro business and it'll be interesting to compare its use of the communal media, to the big company like NIKE and H&M, and the way they operate through Blogging platforms 2. 0. However, it requires to be taken into consideration that big companies already have an existing image, and in you don't need to build a new one. Their activity is to symbolize the image in its best, and talk to the consumers, making them an integral part of a social multimedia building process. Small new brands, on the other hand, have a chance of building their image through sociable media and the term of mouth, which does not involve just as much costs like marketing campaigns.

An interview will be conducted with NIKE & H&M staff, from the cultural media section, their answers are summarised in the examination. The NIKE interview will be achieved personally, to raise the response of the interviewee. The questions will be very available and would become more like a talk. The H&M interview will contains 7 questions, the questions will be established as an wide open questionnaire they'll open questions without fixed answers and seek to solicit viewpoints on particular issues. This questionnaire can be seen in Appendix. It will be interesting to determine how long the firms used social advertising, if indeed they analyse the outcome and the reaction of users, if there are any costs mixed up in process and how many people in the company are involved in the process of managing the Web pages.

In order to determine if the users of Facebook focus on the fan web pages of the fashion brands, another questionnaire will be conducted and sent to 50 users. The questionnaire is finished, with a set of questions in a set order, which generally requires the correspondence to answer by selection of a number of multiple choice options. " The method ensures a rapid response, easy quantification, coding of data, and consequent comparability of response and promises coverage of the area of the eye to the research ( Brewerton et al, 2001. p. 70) It'll be interesting to see from the user prospective, if there is any attention paid to the updates and information that companies post. (See Appendix)

After gathering responses from the following questionnaires, one might be able to compare the use of Facebook of a large company like NIKE to a small brand such as Outlaw Freelancers and find out if the sociable mass media such as Facebook can affect online sales of the tiny brand such as Outlaw Freelancers, which will be the aims and objectives (I and II) of this project.

All interviews, observations and questionnaires will help to verify and explore the links between your company, its branding and its promotions within social media framework. All research, observation and scholars show that elements are very essential substances to any business that desires to participate in e-retailing and make its web presents.

However, certain limits may obstruct the collection data. The interviewees and recipients of the questionnaire are extraordinarily busy. They may well not react or complete the studies independently.

Chapter 4


4. 1 Research Outlaw Freelancers

To answer the aims and objectives of this analysis, the observation was conducted with the Outlaw Freelancers brand. During the period of 4 months the researcher was presented with an possibility to focus on the social press strategy and advertise the Outlaw's mainly through Facebook. Social media marketing gives companies a chance of free marketing, the main difference between traditional multimedia and social press will be the costs from it. Traditional multimedia have existed long before Internet took over. Inside a lot of circumstances it is still relevant, with respect to the product and the business. It includes radio, television, newspaper publishers, magazines, books & most print magazines. Outlaw Freelancers is a good example of micro business, so that it was interesting to see the growth of computer. Most of the key objectives which were created in the very beginning of the observation were found.

Creating a Facebook lover page was a first step. To attract the users to become fans arrived as a hard task, because of the insufficient the name acknowledgement. Over time usually the friends of the brand started to notice, and adding the brand with their information. Another important strategy that was used in order to increase fan base, was Facebook advertising on the right area of the web page. Facebook advertising is meant to be payed for, and the purchase price is with regards to the location, job and ages that you are concentrating on, etc. The advertising helped the brand to increase up to 1300 online lovers, concentrating on countries such as Netherlands, France, Belgium, USA and UK, folks who are working in the style industry or are related to it by any means. To target different countries gives a brand an opportunity of the immediate international presents, which is important in the long run.

Outlaw Freelancers Fan page:

New articles of the brand are delivered to the enthusiasts through the Facebook revisions (the articles on the main wall) and note updates. The main web shop (www. outlawfreelancers. com) is linked with Facebook account which is shown in the information pack on the wall of the account.

The followers were constantly indulged in the interactions, which is an important part of the social mass media strategy. Facebook users prefer to feel important and observed. The communication that is done by the brand must represents its build. Preferably the selling part is way better to leave to a costumer, which can decide for himself. The post were representing the Outlaw's personality, they included different fashion and music events, art exhibitions, inspiring images as well as any type of updates on the main web shop site. The right balance was accomplished from the beginning, therefore users felt comfortable to comment and take part in discussions. The calendar for improvements was manufactured in order to be more strategic, in this way users do not forget about the life of the brand. To analyse the lover internet pages, Facebook created a synopsis graphs, which show the traffic that was drawn by users

The main aim of the Facebook admirer webpage is to bring increased traffic to the key web-shop (www. outlawfreelancers. com) and increasing sales. The web site analysis didn't show much change in the first 2 month, where from then on period traffic increased and t-shirts were retailing, but in really small quantities. This 4 month observation has demonstrated the first symptoms that the lover webpages on Facebook may not be enough to advertise the brand, therefore traditional must also be used.

Outlaw Freelancers SWOT analysis


Individual networking

Word of oral cavity communication

Immediate Internet existence through public media

Quality product


Lack of name recognition

Advertising only through sociable media

Competition with set up brands

No warranty of deal through interpersonal media


Rise in sales

Brand enlargement to wider range of products (e. g. pans, jumpers, ladies wear)

Developing international presents

Retail sales


Getting the right message across to the right focus on group

Becoming price competitive

Shifting trends

4. 2 NIKE

Field research:

Interview with Lauren Jane McBridge who's working on Brand Communication within Northern Europe at NIKE, interacting with brand marketing through public media.

Aim of the interview:

In this interview researcher would like to learn the way big company like NIKE runs within the social media compared to a small company like Outlaw Freelancers. Lauren McBridge was approached, who is being accountable for brand communication within Nothern European countries to determine the info the researcher wanted.

Social multimedia at NIKE:

At the NIKE headquarters in Hilversum, Brand communication division is in charge of social mass media in Europe, all the other parts of the globe are covered in various headquarters such as United states and Russia. Lauren McBridge is mainly responsible for covering North part of Europe and countries such as: Denmark, Belgium, Sweden, Norway, Netherlands and Finland.

NIKE uses few sociable media networks such as Twitter, Facebook and Hyves in Netherlands. The main network that is being commonly used is Facebook. Lauren's main jobs include monitoring Facebook fan pages, analysing replies of the users, and overall looking at the success of different interpersonal media campaigns. The analysing process is made through graphs and replies on the admirer pages, which calculate the number of tourists in the certain period, feedbacks and the highest evaluations. After analysing the reviews the info is computed and can be utilized within the next campaign, taking into consideration the information which have gotten the best response.

The success of the public media campaigns is also computed through sales in stores as well as online. For example when a product is posted on a Facebook site, with a link to an internet shop, NIKE is enjoying the response of the buyer online, as well as contrasting it to the amount of sales of that particular item.

Taking under consideration that NIKE is a major publicly trade sportswear and the world's leading supplier of shoes and apparel, every country that NIKE is represented in requires a different approach in social press networks. Everything depends upon the culture and sport occurrences that are taking place. At NIKE there are usually a couple of individuals who are involved in interpersonal media for every country, who revise public profiles and present responses to the general public when it's needed. This is relatively different strategy that that of H&M, where there is only one existing Facebook enthusiast page. It comparison to NIKE here which admits on having various different enthusiast pages, one for every country. NIKE Facebook pages can be kept up to date quite frequently, sometimes even more then once a day, with respect to the current situation with occasions. The content calendar can be used to be able to balance the articles. It is important never to be pushy or concentrating on sales as well concerning keep the posts high quality, as every interpersonal media page carries the reputation of the global brand. Facebook users like to feel very special, so the main task is to see and generate relationships. Sometimes the response might come out negative, in which particular case it's important to reply correctly, which will supply the brand more credibility. A very similar method, is employed by H&M. It had been confirmed in the questionnaire, delivered to the worker, when she was asked involved 5 about the business's reaction or reaction to negative commentary. Her answer was as follow, "If which need, we always do our best to respond. "

Facebook vs. Twitter and Hyves:

The main interpersonal advertising website that NIKE is associated with is Facebook. It appears to be the most convenient network for the brand, with the biggest amount of users. Twitter, on the other palm, was found in the situation of a huge event (e. g. World Glass) which added the consideration a whole lot of followers, but did not turn out as successful as Facebook. For the business the outcome is important, the attention of users, and Twitter didn't show the maximum amount of enthusiasm.

Hyves, is the most popular cultural network site in the Netherlands, with mainly Dutch tourists, therefore it was essential to make a Hyves take into account NIKE. Hyves has been used often and this content is different from Facebook, to keep carefully the user interested. But then again, Facebook web pages seems to pull more interest.

A whole lot of countries across the world have their own social networks, where they use mom tongue as the key language. The examples of those sites are 'Vkontakte' in Russia and 'Mixi' in Japan. Staff of NIKE that work for interpersonal advertising for those countries monitoring the webpages that are specially designed for users of more localized sites.

NIKE has few Facebook admirer pages, with regards to the audience they would like to entice, for example male or female. The tone behind every post needs to be associated with the consumer. It is therefore important to consider user differences in social network.


As much as social media can be viewed as a free of charge of fee marketing, in the big companies like NIKE costs can be involved every once in awhile. You will find special agencies that can be used to maintain Facebook fan pages, which include clearing spam wall surfaces and any old tabs that are not used any more. It is important to include those companies when the big events are coming up (e. g. Sponsoring Football video games). Professional marketeers have the ability to find out when is the best time to create certain information to get the best result. Most of the images that are used in the public media campaigns are sent from the global office in america, with the correct description.

Here is the example of the new product post from NIKE Girl Facebook fan site :

To summaries the post, it is clear that NIKE is wanting to advertise the product, but after reading the info below the image, you feel more enlightened where you may use the merchandise, and relate with a sprinter like Allyson. Another marketing trick that NIKE found in this post is communication with the Facebook users. These are requesting a question, and requesting consumers to be creative with the ways to wear a product. By responding to users feel important, and ready curiously for the results, if their answer was the most creative one. This trick is used with a whole lot of companies who want to get on a far more personal level using their consumers.

Analysis 4. 3 H&M

Following the interview of NIKE the researcher conducted an interview with the H&M representative. Although the interview was short and specific, in helped to sketch a further realization into how big major fashion brands expose themselves on the net. The representative talked about how big brands She spoken about how the company engaged with sociable media, however it is a short time since H&M started to talk to its internet consumer. She described the company only started using social multimedia at 2005 (Question 1. . . . . Appendix. . . . . )

A major reason behind this could be that social mass media sights hardly trapped the interest of consumers, until its boom time 2005, when communal media begun to learn a significant role in our neighborhoods out lives, and improved ways of communication. In a fashion contest, it modified the was fashion companies reach out to different target audience and consumers.

Despite all the reactions from the representative, the researcher discovered a restriction or a major challenge that a lot of brand or companies might face while looking to communicate with its consumers

on the cultural media. The limitation was the ability to create separate public media representatives for every single country, somewhat having one Facebook enthusiast page. You can find the hinge to this approach

because as the globe globalises and all fits in place on the web, there are still different civilizations that persists among individual countries. Issues such as words barrier, could results the amount of consumers H&M is calling, and could impact the companies aim, vision and goals. If H&M creates its admirer webpage in English, which of course it does, it'll limit the power for other dialect speaking country customers, to check out on Facebook's marketing promotions, expansions, careers and promotions. Which in question 2 when asked about, the way the company places its content out using Facebook enthusiast page.

All collectively this interview with H&M representative, turned out that elements like branding, promotion and their case campaigns are incredibly important to the business. But also social advertising has helped those to make those elements more effective, in conditions of maintaining to date and following up. The benefit to this strategy is how cost effective it is, i. e. "Except for staff incomes, there are no huge costs" included. However, every company is different, others like NIKE, when striving to promote their brands using communal media find it costly. Just as mentioned above in site. . . .

4. 4 Research of Facebook users questionnaire

The Questionnaire was conducted to be able to learn if the Facebook users focus on the fan web pages. 7 shut down questions were asked, concerning the use of Facebook admirer pages. Nowadays it's quite common for a lot of fashion brands to make their own account on a interpersonal marketing network, to pull user's attention and advertise their product. A lot of the individuals asked in a questionnaire follow their favorite brands on Facebook (Appendix. . . ) which largely are H&M, NIKE, Acne, Urban Outfitters, etc (Appendix. . . ) This way it is simpler to stay in touch with a brand and follow their latest updates. Facebook website is ment to be used in your leisure time, therefore a whole lot of people don't have time to visit their favorite internet pages frequently. In the questionnaire it is clear that people tent to visit Facebook fan pages mostly monthly (Appendix. . . ), which can complicate the problem of certain promotions, and often means that information that is being submitted is not worthy of looking at. Because of the lack of supporter pages site visitors, people typically do not touch upon the articles by companies, in order to save the time (Appendix. . . ) Companies still need to work more on indulging the users to converse through their post, keeping in ming every aim for group that may be interested. Even tho, the communication through Facebook between users and companies might not be as planed, people find the info shared very useful and enlightening. (Appendix. . . ) The prior 2 questions might trigger the conclusion that even if the business does not have a great deal of responses, people are still observing its actions. Facebook is officially known as a interpersonal media website, users did not expect to receive very much information from the public companies, it is therefore taking them time for you to adapt to companies providing actions. Therefore in Appendix it could be seen that only a tiny part of individuals asked, purchased an item by using a Facebook page.

Paid advertising's on Facebook can be found on the very right part of the web page, and therefore might not get noticed. According to the questionnaire in (Appendix. . . ) almost all asked, do not pay any attention, in support of few people were using it. However, in the (Outlaw Freelancers examination) advertising was interacting with its expectation, and the group of fans grew immediately. From your previous question in (Appendix. . . ) in can be seen that majority of people asked would really be pleased to see discounts and various sorts of promotions on the Facebook admirer pages, and would like to take part in it.

Overall the questionnaire shows that users tend to use Facebook fashion enthusiast pages, but nonetheless are not fully interested to take part in different conversations. It might take time before consumer adjusts himself to companies advertising's on Facebook.

Conclusions and recommendations

In conclusion, study and research have shown that the fashion brands would have to be steady with the brand image, its product characteristics, adversting information over time. Playground suggests that " trusted online retailers need to identify the value of brand familitirity" amosgt customers. Once this is recognized, the brand would be able to increase its reputation and regenerate revenue for the business.

Today the globe is ever more globalising and changed into the age of "Blogging platforms 2. 0 ". allowing sociable media that can be played and important and powerful role. But despite the growth and power social press sites like facbook might aquire would be willing to one-to-one marketing. Dark brown et al. (2007) suggest in different ways. He suggests that as the energy of the cultural multimedia sites will grow, "consumers will become less vunerable to one-to-one marketing".

Although it is not possible to forecast the internet and how retailers or consumers might use it to their benefits or shape the market industry. However it is very clear that retailing on the internet will continue steadily to rise and also have a direct effect on market share(Neil F. Dohert )

It is more than likely that the power of the buyer will continue steadily to develop, as individuals talk to peers and family on sites like Facebook. the platform of networking will continue steadily to expand in approaching years would have a more influence on shopping and e -tailing.

Despite your time and effort put in today by fashion brands and after research, the reasercher suggest that there continues to be work to be achieved amongst vendors especially small dealer wishing to set up in conditions of putting their brand son the net. (Jennifer Rowley)

Advocates ways or components businesses should ensure when coming up with its presence on the net. She makes mention of e-tailers "communicating their brand beliefs more explicitly and prominently through their web sites to improve improve positioning through the "online shop windowpane"; Another issues point out is the value of proctecting their brand online. she goes on to describe that for future innovations, firms might be able if not able to use sites as a " location and forum through which merchants build brand community.

Scholars like (Rene) get to conclusion in addition to Jennifer Rowley that when it involves online branding or offering of particularly attire products on the net, companies should offer clear and easy buying process for their consumers, clear information like size, textile type, appropriate delivery method and a simple returns policy and variety available.

Although some information should or would need to be emphasised on. For example If the company is able to assure its products and quality to the its audience especially a small and approaching brand like outlaw that is liable to appeal to customers. Big brand like Nike and H& M migh definitely not need showing such information. One reason might be : their already recognized positions in the industry; they have, as an advantage over shops like outlaw, outlets and stores in places cross the planet. Although outlaw extends to to the entire global through the web, the presence of s store is a challenege the business must battle with and find answers to over flip the suitation

There are several restrictions of the study that should be considered when

interpreting the results. A number of this would be the sample size used and the amout of big brands questioned in interviews.

Chapter 6


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