Role Of Social Media Marketing in helping Luxury Fashion Brand to achieve Competitive Advantage; Case Study of UK Fashion Industry

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TABLE OF CONTENTS

CHAPTER 1 : INTRODUCTION1

Background of the Study1

Aims and Objectives2

Research Questions2

CHAPTER 2 : LITERATURE REVIEW3

Clothing as a Basic Human Need3

Orientation of Fashion3

Social Media and Business Marketing4

Marketing Strategies in the Fashion Industry5

CHAPTER 3 : METHODOLOGY7

REFERENCES9

CHAPTER 1 : INTRODUCTION

Background of the Study

In the current era, social media has turned into an omnipresent and significant phenomenon for social networking and apportioning of content. Still, the content that is brought forth through these websites continues to be undeveloped for the most part. Social media brings forth colossal riches of real-time capacity at an unremitting value. Particularly, emphasis is laid on social networking websites like that of Twitter.com and Facebook.com in order to estimate the growing trend of using the social media as a tool for marketing business enterprises. The consequent enhancement that businesses have faced because of this new media of communication, especially pertaining to small businesses are attempted to be discovered. These days, the new media i.e. internet-relied media of communication has altered the entire face of marketing which was previously carried out through traditional channels.

The World Wide Web splits up many forcible roadblocks. Even small-scale corporations no more campaign in distant territorial dominions. As the name of the brand and cognizance exceed boundaries, both nationally and internationally, business enterprises have the chance to heighten the profits returned from applications on e-commerce. Social media websites can assist businesses achieve exactly that .Social media websites are the centre of online social intercommunicating actions - not just for young people but also for a grown-up audience looking for honest reassessments of business services and productions. Social networking is productive in making a buzz about nearly any topic. Businesses capitalize on this prospect to spring up a network and achieve growth in sales.

Aims and Objectives

The aims and objectives of this dissertation are defined below

To study the social media marketing advertising of fashion retail industry of UK with the case of Burberry

To study the manner in which UK fashion retail companies are shaping their social media marketing strategies to gain market share Research Questions

The research questions of this dissertation are defined below:

What are the social media marketing strategies of companies in the fashion retail industry of UK?

How is Burberry shaping its social media marketing strategies to gain market share in fashion retail industry of UK?

CHAPTER 2 : LITERATURE REVIEW

Clothing as a Basic Human Need

Ansoff (2005, 36), criticized that the instinct theories (4 basic theories) were too cumbersome to be useful, because there were too many instincts required to be explained. Therefore, theories of human need, such as individual requirements for health and social adjustment, took the place of the instincts theories. In 1918, Dearborn (Angrist 2003, 109) developed a list of ways in which clothing, in some time or place protects individuals from various kinds of fears, including fears of ridicule: fear of being judged as inefficient, stupid, immodest, poor, lacking good tastes or self-respect; ...