Fashion Industry E-Marketing

MKTG306 E-Marketing |

Individual Assignment |

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Table of Contents

1. Executive Summary -------------------------------------------------------------Page. 3

2. The role of Internet in fashion industry & ----------------------------------Page. 4-5

Significant changes due to the Internet in the fashion industry

3. Sneakerboy & Billabong --------------------------------------------------------Page. 6

4.1 Product -------------------------------------------------------------------------Page. 7-8

4.2 Price ----------------------------------------------------------------------------Page. 9-10

4.3 Distribution -------------------------------------------------------------------Page. 10-11

4.4 Communication --------------------------------------------------------------Page. 12

4. Conclusion -------------------------------------------------------------------------Page. 13

5. Reference ---------------------------------------------------------------------------Page. 14-17

6. Appendix ---------------------------------------------------------------------------Page. 18-21

1. Executive summary

This report is commissioned to analyze how the Internet has changed the way fashion industry operates in any significant ways as well the roles of internet in the industry. This report also critically analyzes two competing e-businesses, Sneakerboy and Billabong, by comparing e-marketing mix strategy that they implemented.

For the first part of the report, the research draws attention to the real examples to demonstrate how the roles of internet have been affecting the fashion industry. Firstly, the internet has provided social media into fashion industry to let customers to communicate with the company at anytime and anywhere. These days, most of the fashion companies have social media approach such as Facebook, Instagram, YouTube, Twitter. Secondly, Internet helps fashion industry to predict the upcoming...