Accounting & Marketing

Role of Digital Marketing in Retail Fashion Industry: A Synthesis of the Theory and the Practice

Abstract

 Udayangani Rathnayaka

With the extensive technology development which has undertaken by the world, traditional concept of marketing has fabricated with a digital mode that brings the whole world to the customer’s doorstep in one click. The rising penetration nature of the internet and various faster digital communication channels, wider networks and new devices and their connectivity with marketers made consumers more informative and knowledgeable regarding the value they expected to return to the cost they incurred. The utmost purpose of the study is to identify the impact of digital marketing in consumer behavior with special reference to retail fashion industry. Secondary sources of data has used for the study and based on the results of the secondary data analysis, conclusion has derived with the findings. Accordingly, the research study was addressed on how digital marketing has changed the retail fashion industry and how it effects on the consumer behavior. With the analysis, it has recommended customer relationship marketing as a strategic response to face the changes made from digital marketing in the retail fashion industry. Also it has identified on how the skills, attitudes and the behavior of the professional marketers should be shaped in strategizing the customer relationship marketing to the retail fashion industry in the digital platform.