Browsing by Author "Gomes, Beatriz Correia Relego"
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- Digital Marketing: The Importance of Social Media in the Fashion IndustryPublication . Gomes, Beatriz Correia Relego; Oliveira, Fernando Jorge Matias SanchesFashion is founded on consumer psychology, which seeks change and fresh expression. In other words, the fashion sector depends on changing trends, and most items have a short product life cycle. Digital marketing might be a fantastic medium for attracting attention, interest, desire, awareness, and action towards a particular product or brand. The global fashion industry is vast and valuable. Before the social media revolution, fashion brands primarily reached customers through print media, fashion shows, and television commercials. Platforms that emphasise visual content, such as Instagram and Pinterest, have benefited fashion firms, allowing them to present their designs, aesthetics, and brand values dynamically and engagingly. These platforms enable companies to exhibit their goods, values, and aesthetics more engagingly and dynamically, employing visual and interactive information to attract consumers. By navigating the complexities of influencer marketing and brand ambassador strategies, brands can create a rich tapestry of consumer connections shaped by authentic interactions, genuine brand representation, and ethically grounded practices, guiding them to long-term impact and success in a competitive market landscape. This research paper employed a qualitative methodology rooted in an extensive literature review and case study analyses. This triangulation of data, combining theoretical insights with real-world examples, ensured a comprehensive understanding and robust validation of the research findings, making it the ideal approach for the study.