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Impact of Digital Marketing on the Textiles and Fashion Industry

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 Impact of Digital Marketing on the Textiles and Fashion Industry

CHARLES JAIL SINGH ARUNACHALAM N

COORDINATOR B.COM III YEAR
DEPARTMENT OF COMMERCE DEPARTMENT OF COMMERCE
LOYOLA COLLEGE LOYOLA COLLEGE
[email protected] [email protected]

ABSTRACT
In the world of digital marketing, the textile and fashion industry has changed a lot over the years,
redesigning its commitments to consumers, brand marketing and sales methods. This study reveals
the diverse effects of digital marketing on this industry where it gives more insights on the
objectives. The study explores how digital marketing and technologies such as data analytics, SEO,
and selected advertising where can help brands achieve globally Additionally, digital marketing
has made an increasing trend in sustainability and brands use these platforms to promote their to
reach Through a combination of case studies and industry analysis, this article provides insight
into the challenges and opportunities that provide digital marketing boots to companies in the
textile and fashion industry, while also addressing the development of consumer expectations and
make a healthy completions among their industry

INTRODUCTION

Known for its constantly developing trend the textile and fashion industry has experienced a
transition in recent years, mainly due to the rise of digital marketing. The spread of digital
technology and the widespread use of the social media have enabled brands to work with
consumers that once feltimpossible. Social media platforms, ecommerce websites, influencer
partnerships and personalized digital campaigns have made not only the way fashion and textile
products are sold, even the buying behavior of consumers. While the digital platforms continue to
grow, companies must adapt to new marketing strategies to sustaining the global market.
Increasing demand for sustainability in the fashion industry has allowing brands to communicate
value directly to consumers. This article reveals those developments, highlighting the opportunities
and challenges, presented by digital marketing in the textiles and fashion industry.

OBJECTIVES
 1. To analyze the role of digital marketing in boosting the visibility and awareness for
brands in the textile and fashion industry
2. To evaluate the impact of digital marketing on consumer purchasing behavior based on
the marketing influence
3. To explore how effective the digital marketing keep engaging customer and building
loyalty for the businesses
4. Assessing how digital and social media marketing helps fashion and textile businesses
grow their online sales.

REVIEW OF LITERATURE

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

With technology advancing every day, marketing has completely transformed — moving from
traditional methods to the digital world, putting everything right at the consumer’s fingertips. With
easy internet access, faster communication, and smart devices everywhere, today’s shoppers are
more connected and informed than ever before. This study takes a closer look at how digital
marketing influences the way consumers think, browse, and buy in the retail fashion industry.

Impact of Digital Commerce on Fashion Industry to Gain Customer Loyalty

Seema Sahai, Richa Goel, Anita Venaik, Vikas Garg

The internet has transformed the fashion industry, making online shopping easier—but at first,
many were skeptical about buying clothes and shoes without trying them on. Now, as more people
shop online, competition is fierce, and customer loyalty is harder to maintain. To keep shoppers
coming back, fashion retailers need to focus on convenience, variety, personalization, and trust.
Strategies like targeted marketing, loyalty programs, secure payments, and fast delivery help create
a seamless experience, ensuring brands stay competitive and build lasting customer relationships.

Digital Marketing in Indian Fashion Industry

Aradhana Kumari PhD

The purpose of this study is to examine the impact of digital marketing on the Indian fashion
industry. Specific geographical regions focus on the fashion industry in particular to examine how
digital media has influenced consumer behavior in various sectors. As digital marketing becomes
a trend, companies including fashion are renovated by influencing their customers' purchase
decisions. Consumer behavior develops rapidly and is influenced by various factors. Young adults
in particular are targeted challenging groups as they often follow a changing trend in their fashion
choices. This makes technology play a key role in this transformation to meet consumer
development requirements.

RESEARCH METHODOLOGY

Convenience sampling method was used to collect primary data. Totally 67, active seller and
consumers of fashion and textile products were identified, questionnaires were distributed among
them and responses were collected through google forms. Hence the sample size was determined
to 67 and the study also made with 67 samples only.

DATA INTERPRETATION AND ANALYSIS

Population demography

SOURCE: PRIMARY DATA

SOURCE: PRIMARY DATA

SOURCE: PRIMARY DATA

Interpretation :

Most of the people who took the survey are young — mainly between 18 and 34 years old.
This could mean that the topic itself appeals more to younger group . When it comes to
gender, the responses are more over balanced, which suggests the topic doesn’t
particularly lean toward one gender’s interest .As for occupations, the group seems quite
mixed, with a combination of students and business owner . That said, we’d need a closer
look at the specific rol es or industries to really understand the makeup of the audience

Which tool is effective in digital marketing according to respondents

How does success is measured

• Website traffic-22.4%
• Social media engagement-10.4%
• Search engine rankings-1.5%
• All of the above- 65.7%

The success is measured not only by single metrics it's all about combining the all segments which
leads to the conversions
INTREPRETATION

Instagram rules the game for fashion and textiles, where eye-catching visuals, influencer collabs,
and quick-hit stories make it the ultimate runway for digital marketing success.

INTREPRETATION
The most engaging social media content in fashion and textiles is real customer reviews and
influencer collabs, because people trust real voices over polished ads — they want to see what it
looks like on someone like them before they hit "buy.

INTREPRETATION

Satisfaction is average to good, but there’s a clear opportunity to improve the efforts. Brands that
invest in more personalized, creative, and authentic digital content will likely see higher
satisfaction and stronger growth in the future.The goal shouldn’t just be visibility, but building
emotional connections with the audience—that’s where satisfaction turns into loyalty
INTREPRETATION

The younger the consumer, the more frequent their online purchases. This creates with global
trends where Gen Z drive online fashion sales, while older consumers are more selective and
occasional buyers. The more actively a consumer likes, shares, follows, or comments on fashion-
related social media content, the higher the chance that they will purchase online more frequently.
Social media is a key influence on online shopping behavior—especially among younger
demographics. The more they interact with fashion content, the more often they buy.
Brands should focus on increasing engagement—interactive content, influencer partnerships, and
exclusive online promotions can drive higher purchase frequency. to appeal to both impulse buyers
and planned buyers . The more they interact with fashion content, the more often they buy.Brands
should focus on increasing interactive content, influencer partnerships, and online promotions can
drive higher purchase frequency. to attract to both buyers and planned buyers .

KEY

Demographics

• Age groups: Mostly 18-24 and Under 18.

• Gender: Male and female.
• Occupations: Mix of Students, Professionals, and Business Owners.

Goals of Digital Marketing in Fashion

• Most popular goal: Increasing brand visibility and awareness.

• Other responses included: Boosting sales and revenue and Reducing costs.

Most Effective Digital Channels

• Social media came out as the top preference

• Other notable mentions are SEO (Search Engine Optimization) and Email Marketing.

Consumer Behavior Influence

• Majority believe digital marketing influences purchasing behavior through:

o Increasing brand awareness and loyalty
o Providing exclusive promotions and discounts

Measuring Success

• Top metric: Social media engagement.

• Other metrics: Search engine rankings, Website traffic, and Sales conversion rates.

E-commerce Growth Drivers

• Digital marketing boosts e-commerce by:

o Increasing website traffic
o Offering exclusive promotions
o Driving brand loyalty

Influencer Marketing Impact

 • Most respondents agree that influencers play a significant role in shaping purchasing
decisions.
• Many purchases were made directly after seeing influencer content.

Purchase Frequency & Influences

• Purchase frequency: Mostly Monthly or Rarely.

• Purchase drivers: Social media ads, Influencer recommendations, and Online reviews.

Preferred Platforms

• Top platforms: Instagram, Facebook, YouTube.

• Twitter (X) also appeared, but less frequently.

Engagement Preferences

• Most engaging content: Product Photos/Videos, Customer Reviews, and Influencer

Collaborations.

Overall Satisfaction with Digital Marketing Efforts

• Responses were mixed, ranging from Very Satisfied to Very Dissatisfied.

• Most responses leaned toward Neutral or Satisfied.

FINDINGS

• Majority of respondents (52%) were between 18-24 years, indicating that younger
consumers form the core audience for fashion and textile digital marketing campaigns.
22% of respondents were under 18, showing that even teenagers actively engage with
fashion brands online.67% Male and 33% Female, indicating a skewed response set that
may influence preferences reported.
• The majority (49%) identified as students, followed by professionals (28%) and business
owners (12%).This shows that a large proportion of online fashion consumers are young
students, likely influenced by trends, social media, and peer recommendations.
 • Social Media Platforms (Instagram, Facebook, YouTube) were overwhelmingly selected
as the most effective channels for fashion and textile marketing.SEO (Search Engine
Optimization) and Email Marketing followed, though with much lower preference.
• Product photos/videos, influencer collaborations, and customer reviews were reported as
the most engaging types of content.
• Influencer recommendations (68% influence rate) and exclusive discounts offered via
digital campaigns were the primary drivers.Online reviews and social media ads also had
a significant impact on decision-making.
• Most respondents reported purchasing monthly (41%) or occasionally (33%), suggesting
that impulse buying is common but regular planned purchases also occur.Younger
audiences (under 18 and 18-24) reported more frequent purchases compared to older age
groups.
• A majority of respondents admitted that they had purchased products directly after seeing
influencer promotions.Micro-influencers (with relatable content and authentic reviews)
were perceived as more trustworthy compared to celebrity endorsements
• Success of digital marketing campaigns was primarily measured using Social Media
Engagement (likes, shares, comments) ,Website, Traffic Sales and Conversion Rates
• Consistent online presence and personalized offers were highlighted as factors that improve
brand loyalty in the fashion space.
• Only 22% were very satisfied with current digital marketing efforts by fashion brands.The
majority (41%) were simply satisfied, while 27% felt neutral.This indicates room for
improvement in personalization, content quality, and offer relevance.

Suggestion

Fashion brands need to shift from just selling their commodity to building digital interaction . By
having creativity, technology, and customer insights, they can build strong digital relationships
that drive can satisfaction and sales. The most successful brands will be those that can balance
creativity with performance tracking on the conversion. Creativity grabs attention, while data
ensures that the right product reaches the right person at the right time.

Conclusion
What this research made clear is that youngstrers , students, are shaping the future of fashion .
They crave content that felt relatable, and they trust influencers more than others. A wellmade
Instagram post or an honest review from a favorite influencer can do more for a brand than any
expensive billboard ever could.At the same time, consumers aren’t looking for good post they are
made to engage by get promotion code and discounts. Brands that understand this two-way
conversation—where the brand talks with the customer, not at them—are the ones winning hearts
(and wallets). In the end, successful digital marketing in fashion isn’t just about likes, clicks, and
followers—it’s about creating goodwill among them and converting them into sales. The brands
that can do that—with authenticity, creativity, and care—will always stand out in a crowded feed.

Bibilography

• Rathnayaka, U. (n.d.). Role of Digital Marketing in Retail Fashion Industry: A

Synthesis of the Theory and the Practice.
• Sahai, S., Goel, R., Venaik, A., & Garg, V. (n.d.). Impact of Digital Commerce on Fashion
Industry to Gain Customer Loyalty.
• Kumari, A. (n.d.). Digital Marketing in Indian Fashion Industry.
• Chaffey, D. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.).
Pearson.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional
to Digital. Wiley.
• Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation (4th ed.). Kogan Page.
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