Focus is on how social media has affected different sectors within the fashion industry such as fast fashion
brands like FashionNova, PrettyLittleThing, Asos (use these specific examples for this sector) high fashion
brands like Gucci, Louis Vuitton, Versace (use these specific examples for this sector) and lastly high street
brands such as Peacocks, River Island and H&M (use these specific examples as well). You will be
discussing the extent of customer retention, purchase behaviour and relevancy as a way to measure the
effectiveness of their social media marketing strategies.
– Cover page
– Intro
– Literature review
* Please use only journals found on google scholar, emerald insight and others: This should be an elaaborage
and in-depth analysis of the extant literature in the themes around the research objectives. Analysis of the
theories in these research articles should have been analysed and then the more appropriate theory for the
present research proposal should have been chosen
* (use this as your main theory) – https://arxiv.org/abs/1512.01174
– Background/scope/context
* when focusing on fast fashion brands = identify how they’ve used social media to their advantage and is
their main platform, identify negatives as well such as ‘cancel culture’ – e.g. unrepresentative models
(PLEASE COMPARE TO THEORIES/JOURNALS MENTIONED IN LITERATURE REVIEW)
* when discussing luxury fashion brands, discuss how their marketing tactics have changed to adapt to social
media tactic, identity ways they can improve – e.g. compare to how personal fast fashion brand marketing is
(PLEASE COMPARE TO THEORIES/JOURNALS MENTIONED IN LITERATURE REVIEW)
* when discussing high street brands, discuss how they have failed in recent years to remain relevant via
social media – e.g. use the fall of Peacocks to demonstrate this (PLEASE COMPARE TO
THEORIES/JOURNALS MENTIONED IN LITERATURE REVIEW)
– Research methodology:
* Please research customer retention and purchase behaviour and relevancy for each sector and display the
secondary data
* Explain why you used secondary data for this particular topic (e.g. feedback from consumers is easily
accessible online)
– Data analysis:
* Using data from research, explain who is using social media effectively and how you know (e.g. high street
brands have least amount of relevancy)
– Practical contributions :
* how can this be applied? – firms should use PR firms or attach themselves to influencers, etc
– Limitations :
* what could you have done differently (e.g. use primary data to gain a more accurate insight, etc)