Einsatz von Digital-Marketing in der Fast-Fashion Branche

Abstract

Fast fashion companies have been very successful for several years and dominate the fashion market. The situation has deteriorated further, particularly in recent years, as new business models such as "ultra-fast fashion" have emerged. The problems caused by fast fashion, such as environmental pollution or the exploitation of workers, therefore continue to exist. A part of their successful business model includes their digital marketing strategy. The aim of the thesis is to figure out how fast fashion companies use digital marketing to sell their products. On the one hand, a literature research and analysis was carried out to review the current state of literature on this topic. In addition, a case study analysis was conducted, whereby the selected case studies were analyzed based on their digital marketing activities. Our own analyses were also carried out as a supplement. First, a definition of the term "fast fashion" is provided, whereby the target group and current developments in the industry are also discussed. Next, current marketing strategies that frequently occur are analyzed and followed by the use of marketing channels and their effects. At the end of the theoretical part, various marketing messages are discussed. In the empirical part, various case studies are analyzed and the statements derived from the theory are reviewed. One result of the study is that many companies pursue a user-generated content strategy, which means that fans of the brand publish their own content about the company's products. Furthermore, two different approaches to positioning in terms of CSR efforts were identified, either of and both of them can have a positive influence. In terms of marketing channels, the most important ones were identified, including the company's own online shop, a mobile app, social media marketing and influencer marketing. The correct use of these instruments has a strong influence on consumer behavior. In influencer marketing, for example, the right choice of influencers is important and in social media marketing, the design of the posts is essential. The marketing messages can be designed in different ways, for example factual and argumentative or more emotional. In addition, to traditional marketing messages, more and more companies are also focusing on sustainability messages to communicate their CSR activities. The case study analysis revealed that almost all fast fashion companies are already implementing initiatives in the area of sustainability communication, although social media is still used to a lesser extent. It was also confirmed that the majority of fast fashion companies have their own website and app. The product overview page and the product detail page are the most important ones, as well as a clear navigation and filter options.

Date of Award	2024
Original language	German (Austria)
Supervisor	Gerold Wagner (Supervisor)