Internet technology is progressing and it has empowered customers to shop from online fashion retailers. In this setup customers can undertake a shopping tour whenever they like to. One of the advantages of this kind of fashion retailing is that customers have the luxury to express their needs and wants more accurately. These online retail stores are equipped with the capabilities which enable online shoppers to make the retailers understand what they are looking for. According to Tzokas and Saren (2004) businesses are able to have closer relationships with their customers through their website and online business. Dayal, Landesberg, and Zeisser (2001) said that strong relationship with the customers is important in the success of online business. Moreover Cuthbertson and Bridson (2006) have said that effective marketing campaigns, loyalty programs, and other marketing strategies can be helpful in increasing customer satisfaction level even in the online businesses. Dayal, Landesberg, and Zeisser (2001) have suggested that businesses need to create familiarity, reassurance and intimacy if they want to be successful as an online business. They also said that these factors influence the customer satisfaction level. Therefore, advancement in technology and adaptation of technology by the firms in the fashion industry has been one of the differentiating features of online retail stores as compared to traditional retail stores (Fashion United). Since the fashion industry of UK comprises of diverse customer segments, therefore it is imperative that fashion retailers and manufacturers employ different marketing and branding strategies to reach out to these diverse customer segments....
United Kingdom fashion retailers' strategies of internet branding Introduction The United Kingdom’s fashion industry is one of its most vibrant sectors of its economy. Characteristics of consumers of this industry make it a customer and brand driven market-place. In order for brands to compete successfully in this industry they need to be market driven, meaning that they need to design their unique selling proposition according to the needs and aspirations of the customer segments they want to target (Wol?nbarger, and Gilly, 2001) Diversity of customer preferences presents attractive opportunities to manufacturers and retailers of this industry. Consumer behaviour and preferences have been changing with the passage of time, and today consumers can shop from anywhere.
The marketing and branding strategies adapted by the online fashion retailer play an important role in increasing the sales of the product. Moreover, appropriate online branding strategy reduces the risk of the failure of the product (Laroche, Habibi, Richard, and Sankaranarayanan, 2012). Moreover, it allows organisations to reduce their marketing costs and thus they are able to reach their customers easily and in a cost effective manner. Therefore, the significance of the online branding strategies cannot be ignored in the online fashion retail industry.
The research study and its findings will be useful for different analysts, economists, researchers and fashion industry participants. The most important aspect of this research is that it analyzes the strategies that are needed by online retailers to succeed.