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A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy

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Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-COVID Era (SymOrg 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 562))

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Abstract

The main aim of this research is the development of a methodological approach for the promotion of a new fashion brand based on a digital marketing strategy. This method should enable easier creation of the recognition of new fashion brands in the digital market, reach the target audience, connect with stakeholders using omnichannel communication, and gain competitive advantages. The proposed methodological approach expects as a result simpler process of introducing a new fashion brand to the digital market. According to the developed methodological approach, a pilot project was conducted. The pilot project included identifying target audience preferences for introducing a new fashion brand to the digital market and the implementation of the Internet marketing plan. Analyzing the effects of online appearances and the application of digital marketing should provide a starting point for the improvement of customer and stakeholder relationship management, fashion brand development, and defining future promotional strategies. The method can be adapted and applied in the introduction and promotion of any fashion brand.

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Authors and Affiliations

  1. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Milica Simić, Marijana Despotović-Zrakić & Aleksandra Labus

Authors
  1. Milica Simić
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  2. Marijana Despotović-Zrakić
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  3. Aleksandra Labus
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Correspondence to Aleksandra Labus .

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Editors and Affiliations

  1. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Marko Mihić

  2. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Sandra Jednak

  3. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Gordana Savić

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Simić, M., Despotović-Zrakić, M., Labus, A. (2023). A Methodological Approach for the Promotion of a New Fashion Brand Based on a Digital Marketing Strategy. In: Mihić, M., Jednak, S., Savić, G. (eds) Sustainable Business Management and Digital Transformation: Challenges and Opportunities in the Post-COVID Era. SymOrg 2022. Lecture Notes in Networks and Systems, vol 562. Springer, Cham. https://doi.org/10.1007/978-3-031-18645-5_16

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  • DOI: https://doi.org/10.1007/978-3-031-18645-5_16

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  • Publisher Name: Springer, Cham

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  • Online ISBN: 978-3-031-18645-5

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