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The essay "Digital Fashion Marketing" concerns the marketing in fashion. This paper intends to consider brands from four diverse web searches or profiles. The profiles include Burberry (multi-channel retailer), pure player (Asos), Debenhams (department store) and mail order (Very). The study involves assessing of business models and associated service marketing of brands. In addition, the shopping quality and experience is used in the assessment criterion. The multichannel retailer (Burberry) is a sharp focus on the client, product that were unruffled but yet the spirit of the Britannic, traditional brands and digital marketing pressed the envelope and formed a basis of inspiration to other luxury brands consequently adjusting to 21st century demands. Due to the competitive nature of online selling Burberry has embraced a maturity business model, which has significantly distinguished its digital marketing from other brands (OKONKWO, 2007). This study reveals that, this model provides a customer centered methodical and proven approach. The digital shopping experience of Burberry allows the consumers or customers to pre order at the finish of each show. This gives the brand an advantage over other brands in terms of sales. However, the stole march experienced on copycats seems to mock its looks consequently reducing the prices. Burberry’s search, usability and service experience is fantastic and friendly due to the refined web site with animations and new features, which make consumers to trench coats.custom-make their own iconic trench coats (KEILLOR, 2007). It is imperative to note that, the implementation of mobile optimized site for Android platforms and iPhone increased sales by creating an additional platform for clients to make purchases. It is imperative to note that, Burberry received an excellent overall rating due to its dedicated investment into customer experience founded in digital technologies (KEILLOR, 2007). Burberry was rated at 4 of 5 Incorporation of the latest technologies with impeccably consistent brand look across all the channels as well as presenting stylish personalized options made Burberry fulfill all of its central omni-channel initiatives. Burberry uses wire transfer as a common method of payment; however, it appreciates payment through cheques and purchase orders. The shopping quality of Burberry in terms of pricing and delivery is friendly. Burberry compares prices offered by other brands in the same category. This study establishes that Burberry offers the lowest prices on its brands (KEILLOR, 2007). In terms of delivery, any orders made by clients are delivered within twelve hours and this contributes immensely to its steadfastness in terms of efficiency and expansiveness. The pure player (Asos) is the UK’s largest online-fashion and beauty store. Asos sells both branded fashion products and its own range of clothes. Asos’s business model provides potential customers with individual catwalk model videos of clothing items. In addition, it runs a fashion blog containing articles that relates to celebrities and entertainment. This strategy has immensely contributed to the increased sales and expansiveness of the brands. The ASOS Fashion Finder makes search and usability in Asos simpler. This site allows clients to build and share outfits from preferred brands (KEILLOR, ...Show more


The essay analyzes digital fashion marketing. It involves use of electronic instruments to engage with clientele and other business partners. Such tools include computers, tablets, cell phones, digital billboards and smart phones. Internet marketing is a component of digital marketing. …
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Digital Fashion Marketing
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