Internet Fashion Marketing - Research Paper Example

Running Head: Research Proposal Research Proposal [Institute’s Table of Contents Table of Contents 2 Introduction 3 Background 3 Purpose 3 Literature Review 4 Aims and Objectives 9 Research Statement 10 Research Methodology 10 Timeline 11 Cost Breakdown 12 Ethical Considerations & Limitations 13 References 14 Introduction Background Since few years, there have been huge advancements in the field of information and technology that has resulted in an abrupt alteration in functioning of the corporate world. Technological innovation inclined organizations to alter their processes, in order to provide quicker and convenient ways of shopping to the consumers globally. This change created a completely new field of internet shopping that has now become a major part of business world, and is continuing to take over major parts of the corporate arena globally. While almost all businesses began to create their presence on the internet, fashion industry remained one of the very few that wanted to remain belonged to the runways and physical selling rooms for a long time (Okonkwo, 2007, pp. 19-24). However, as the luxury products began to rule over the internet markets, fashion marketing was one term that became focus of many business experts. In the result, nowadays, internet fashion marketing has become a common notion where business companies are putting efforts to market their fashion products and accessories on e-runways and e-catalogues (Hines, 2007, pp. 33-37). Although one comes across different perceptions about the success of fashion marketing on the internet, however, it is obvious that internet holds a lot of potential for the fashion industry (Phau & Lo, 2004, 399-411). In this regard, there is an urgent need of research regarding different aspects of internet fashion market and the role of internet shopping and e-commerce in facilitating success of the industry. Purpose Particularly, this proposal is an attempt to materialize the intention of exploring different aspects of internet fashion marketing. Literature review of the proposal will include analysis of different studies and researches carried out in the same area of study. The researcher will put efforts in the literature review to identify any possible gaps in the previous researches. Subsequently, the proposal includes description of aims and objectives of the proposed research that will guide the researcher in carrying out the study in the appropriate and accurate manner. Methodology section is one of the most imperative parts of the proposal that will include discussion on the selected methodology that will allow the researcher in acquiring data to achieve aims and objectives of the research. The proposal concludes with timeline, cost breakdown, and ethical considerations that will be very important during the research. Literature Review Fashion has become one of the fundamental aspects in the life of an individual in the twenty first century, which represents their personal style and taste. However, with the increased trend of fashion, the world in the last few decades has also encountered a rapid and dramatic change in terms of marketing that had now transformed into internet marketing in every facet of life, whether it is fashion marketing, consumer goods marketing and so forth (Easey, 2008, pp. 3-4). Internet marketing within the fashion industry has grown at an escalating speed in the recent years and has gained prominence amongst the consumers, thus the sales of fashion products have gone to sky-high (Bluschke, 2011, pp. 11-28). The social networking sites, blogs, e-commerce, and various others are few of the influential aspects of the internet that the brands use to create awareness and recognition for their customers. Due to such a revolution, numerous researches have come under investigations in order to have exposure regarding its success amongst masses from all round the globe (Lantz, 2009, pp. 7-8). According to one of the recent research studies, dedication and commitment of fashion brands to an extreme level have been the influential factor that drove the fashion brands on to the internet (Diamond, 2006, pp. 51-58). The fashion brand name is the top priority aspect for a consumer (buyer) when their purchase decision in general is concerned. Therefore, the fashion brands have much opportunity to convince their customers over the internet based fashion marketing. This is because due to the advanced and innovated technologies, the brands have the occasion to create an entire brand experience for their customers such as the look and the feel, attributes, identifiers and so forth (McHale, Hespos, & Porres, 2002). According to one of the studies, researchers have observed that one of the primary reasons that people do not tend to make purchase from internet websites is the lack of facility to try the fashion apparels (Bluschke, 2011, pp. 11-28). Nevertheless, the fashion industry has also overcome this problem of the consumers via the use of technology of virtual models. Internet fashion marketing on whole is making the widespread use of virtual models where the consumers can create a virtual model of their bodies to feel and look how the fashion apparel would fit (Costa & Laran, 2003). Moreover, they also enable the consumers to zoom in, in order to get the feel of the fabrics. As an outcome of such a technology, the sales of the fashion products have ascended to a significant level (McHale, Hespos & Porres, 2002). It is also prudent to note that different and innovative ways of internet fashion marketing such as email campaigns on an overall basis has become a source of awareness that people recalls easily at the time of purchase. Additionally, a considerable percentage of increase has come under notice with reference to the sales of internet or online shopping of fashion products (McHale, Hespos & Porres, 2002). While considering the region of Middle East, internet fashion marketing has not been a distinguished element for the populace of the Middle East and the giant brands have not come under involvement for the online fashion marketing. However, this trend in the Middle East has altered in the modern era and the internet fashion marketing has become one of the widespread activities in the Middle East as well (Easey, 2008, pp. 63-70). The modern trend of fashion within the Middle East countries brings the fact to surface that people living in Middle East region have developed a good fashion sense. This is surging the fashion brands to have more marketing through the internet as it has become the most common and extensive medium of getting people connected to the fashion brands (Okonkwo, 2007, pp. 65-68). This can come under well elucidation from one of the empirical studies conducted in the recent times, which demonstrates the growing number of Middle East people inclined towards online fashion shopping due to internet fashion marketing. Indeed, this raise in the number of people is in a continuous growing position on a fast rate that would continue in the upcoming years as well (Hampsheir, 2012). Quite a few of the studies (Berthon, Pitt, & Watson, 1996, 43-54) have provided verification and proof about the boom that the online fashion marketing is producing as an outcome from the marketing of fashion in the middle east region of the world in the contemporary times of today. Although, few of the obstacles (Donthu & Garcia, 1999, 52-58) have also come under observation with reference to the Middle East market while promoting the internet fashion marketing, but the overall gain and benefit has appeared to have much more fruitful results that the people of Middle East can have. This is because the usage of internet amongst ample is growing at an unprecedented rate. This escalated usage of internet has provided benefit to the brands promoting their fashion products via internet marketing. Moreover, consumers in the entire world and in Middle Eastern countries nowadays prefer to make online transactions as they can have the comparative prices and the variety of products just on a single click, which saves their valuable time as well (Williams & Mullin, 2008, pp. xv—xvii). According to some schools of thoughts, the populace of few of the nations of Middle East belongs to one of the wealthiest families. This makes their life the hectic and burdensome, which leaves lesser time for them to go personally to the mall and spend long hours in shopping and visiting several shops for making a purchase of fashion product or apparel. Therefore, this augments the precedence over online shopping, which the consumers find more attractive. The trend and nature of internet shopping in the Middle East region draw attention to the fact that numerous people have connected themselves to the online shopping forums, where they find every product with a wide variety in range (Wheeler, 2006, pp. 73-76). Extensive research also highlights the fact that online fashion marketing is one of the niche segments in the realm of Middle East. In addition, the growth has come under observation only in certain localities where people tend to make use of the credit cards more often for paying their bills in an exponential manner (Hampsheir, 2012). One of the studies have also indicated that the trend of internet fashion marketing emerged and evolved from the ultra-conservative societies present in the Middle East countries where women have come under constraints such as their dress codes to go out for shopping. According to this study, Middle East women have a greater propensity towards fashion products and apparels that creates an opportunity for the western designers to cater to this market and promote their customized garments. Nonetheless, fashion products marketing for women in these regions have become one of the advantages for the brands, as numerous women have made them associated to online shopping clubs for the acquisition of fashion products and apparels (Hampsheir, 2012). Numerous sources of information have brought the fat into limelight that internet fashion marketing has become one of the successful methods of marketing in the contemporary epoch where the internet has come into integration into the lives of the common people. This is due to the reason that the trend of internet usage within the last couple of years amongst the inhabitants of Middle East has been tremendously growing, which makes the region a huge market for performing online transactions. Additionally, the researchers have also accentuated that the youth of this region are persuaded by the Western buying habitats as significant proportion of the young generation have their focus on fashion. Furthermore, the transparency and convenience of internet shopping is the consequence of the internet marketing done by the fashion brands that promotes the customers to opt the medium of internet for making a fashion purchase (Thomas White – Global Investing. 2012). The use of online marketing for the fashion and other sectors in the district of Middle East has boosted due to a number of benefits on a long-term and enduring basis. The research has bring the fact to notice that online and internet fashion marketing has led the fashion brands build and create awareness amongst masses, acquire numerous new customers, foster loyal and long-term relationships, and expansion to scores of households. One of the imperative benefits that fashion brands gain from internet marketing is the profound engagement with the customers according to studies (Shikoh, 2007). This means that the fashion brands get a two-way communication with their customers in the form of help, chats, feedback mechanisms, and customer inputs from social networking websites, blogs and various others. This online and internet fashion marketing has not only provided evidence of benefiting the brands in the middle east countries, but the brands on global platform gain recognition and increased customer base with loyalties from the customers (Shikoh, 2007). From few of the studies, it is unfortunate to record the fact that internet fashion marketing and e-commerce on a broad-spectrum experience a number of hindrances in the Middle East region amongst which the incapable laws with regard to the sector is one of the greatest obstacles. The financial data of the consumers and buyers is under high risk with the rapidly increasing usage of the internet within the population of the Middle East constituency. Additionally, the political instability and unrest in various parts of the dominion of Middle East intensifies and exacerbates the threat of online business activities within these countries of the region. The e-commerce business leaves a direct and drastic impact on to the internet marketing of the fashion industry as well (Thomas White – Global Investing. 2012). In conclusion, it can come to well statement that internet fashion marketing makes this industry with huge potential that can promote the people to shop for fashion products online. This is because the fashion in the current time is revitalizing on continuous basis due to which it requires scores of media advertisements. Indeed, the mainstream population states that shopping has become much more convenient due to online marketing and services. Therefore, online marketing has become a promising and prospective platform, as online fashion marketing is one of the ways where the fashion brands recreate the experience of in-store for the people in the best possible manner. Aims and Objectives Following are the primary aims and objectives of this research: To identify the progress and development in the field of ‘Internet Fashion Marketing’ To analyze different aspects of internet shopping in the context of fashion marketing To identify and analyze the success or failure of internet fashion marketing in the Middle East market Research Statement In particular, the researcher will put efforts on the below mentioned research statement to achieve aims and objectives of the research: “To identify and analyze different aspects of Internet Fashion Marketing in the Middle East” Research Methodology Besides identifying aims and objectives of any research, it is very essential that a researcher should focus on methodology part, as it has been an observation that lack of importance on methodology has always resulted in unproductive results. For this reason, the methodology part has enjoyed complete focus of the researcher that will be the basis of the proposed research. Particularly, the proposed study will be a qualitative one that will enable the researcher to analyze and present the data in the contextual and dynamic manner. From the brief literature review carried out during this research proposal, it has been an understanding that although the topic is not so common, however, various researchers and business experts have endeavored to explore in different areas of the topic. Therefore, the researcher will be benefiting from works of such experts and scholars that will be part of the secondary research during the proposed study. Particularly, the researcher will be collecting data from books, magazines, journal articles, and scholarly databases related to internet fashion marketing and internet shopping that will be very fruitful for the proposed research. Briefly, secondary research method will help the researcher in saving a lot of time by not collecting the data that already exist, and this will enhance the efficacy and validity of the research since the researcher will be able to ensure a strong basis for the proposed research rather than an assumed hypothesis only. Briefly, the secondary research methodology will comprise of examination and exploration of information from abovementioned academic and scholarly databases. Additionally, while carrying out the brief literature review, it has been an understanding of the researcher that internet is one of the best and cheapest tools for the acquisition of data during secondary research method. Although library will be an informative platform, however, internet nowadays allows acquisition of data through interactive databases of books, magazines, and journal articles that will be a quicker way of collecting data to achieve aims and objectives of the proposed study efficiently. However, the researcher believes that secondary research methodology will not be enough to fulfill objectives of the study, and thus, the research will include primary method as well that will allow the researcher to validate findings from the secondary research, as well as will facilitate the researcher in filling gaps identified during the secondary research methodology. Particularly, primary methodology will include efforts of the researcher to distribute questionnaires and acquire data from it. The questionnaire will be distributed to the stakeholders of fashion industry along with consumers on the fashion websites that will be selected randomly. In this regard, results from the primary research will enable the researcher to conclude regarding the existence of internet fashion marketing and status of internet shopping in the context of fashion products, particularly, in the Middle Eastern market. Timeline The below timeline represents list of tasks that would come under exploration during the proposed study: Task Name Date Date Date Date Date Date Date Date 1 Literature Review / Formulation of Plan 1st week 2 Submission of Research Proposal 2nd week 3 Secondary Research 3-4th week 4 Analysis of Data 5-6th week 5 Primary Research 3-4th week 6 Distribution of Questionnaires 5-6th week 7 Collection of Questionnaires 8th week 8 Analysis of Questionnaires 9-10th week 9 write and present Draft of Dissertation with findings of analyzed data 11-13th week 10 Final Submission 14th week Key: task milestone Cost Breakdown Ethical Considerations & Limitations Since the researcher will be focusing on qualitative aspect of the research, therefore, the outcomes will be helpful in creating perception about internet fashion marketing; however, they will not be factual numbers, and thus, the researcher will not be able to prove success or failure of internet fashion market quantitatively. Besides, ethics is another important area that will require focus of the researcher. In this regard, while carrying out primary research methodology, the researcher will put efforts to inform aims and objectives of research to all the participants that will be filling out the questionnaires, and secondly, the researcher will ensure confidentiality and privacy of the participants that will be one of the major ethical considerations. References Berthon, P., Pitt, L. F., and Watson, R.T. 1996. “The World Wide Web as an advertising medium: Toward an understanding of conversion efficiency.” Journal of Advertising Research. Vol. 36, No. 1, pp. 43-54. Bluschke, Natalie. 2011. Factors influencing Consumers’ Intention to purchase Clothing Online. Costa, F. and Laran, J. 2003. “Impulse buying on the Internet: antecedents and consequences.” Paper presented at 2003 SMA Retail Symposium. New Orleans, November 2003. Diamond, Ellen. 2006. Fashion Retailing. New York: Prentice Hall. Donthu, N., and Garcia, A. 1999. “The internet shopper.” Journal of Advertising Research. Vol. 39. No. 3, pp. 52-58. Easey, M. 2008. Fashion Marketing. London: John Wiley & Sons. Hampsheir, P. 2012. "Mall v internet: Can ecommerce conquer the Middle East?" BBC News Business. Retrieved on May 14, 2012: http://www.bbc.co.uk/news/business-16581980 Hines, Tony. 2007. Fashion Marketing. New York: Butterworth-Heinemann. Lantz, J. W. 2009. The Essential Attorney Handbook for Internet Marketing, Search Engine Optimization, and Website Deve. London: Esquire Interactive. McHale, T., Hespos, T. & Porres, E. 2002. "Fashion Marketing Requires Latest Trends." iMedia Connection – Connecting the Marketing Community. Retrieved on May 14, 2012: http://www.imediaconnection.com/content/1916.asp Okonkwo, U. 2007. Luxury Fashion Branding: Trends, Tactics, Techniques. New York: Palgrave Macmillan. Phau, I. and Lo, C. C. 2004. “Profiling fashion innovators: A study of self-concept, impulse buying, and Internet purchase intent.” Journal of Fashion Marketing and Management. Vol. 8, No. 4, pp. 399-411. Shikoh, R. 2007. "Online Marketing: Key to Global Ambitions for Muslim World based Corporations." Dinar Standard – Growth Strategies for Emerging Muslim Markets. Retrieved on May 14, 2012: http://dinarstandard.com/marketing/online-marketing-key-to-global-ambitions-for-muslim-world-based-corporations/ Thomas White – Global Investing. 2012. "A Postcard from the Middle East & Africa - Now a digital mall boom in the Middle East." Thomas White – Global Investing Capturing Value Worldwide. Retrieved on May 14, 2012: http://www.thomaswhite.com/explore-the-world/postcard/2012/middle-east-online-retail.aspx Wheeler, D. L. 2006. The Internet in the Middle East: Global Expectations and Local Imaginations in Kuwait. New York: SUNY Press. Williams, A. & Mullin, R. 2008. The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing. London: Kogan Page Publishers. Read More