digital fashion marketing

Components: Individual 2000 word illustrated report in either A3 or A4 landscape/portrait
In Digital Marketing for Fashion you are required to develop a digital marketing plan and position ONE luxury fashion brand OR lifestyle brand into the emerging market (preferably as defined in your Fashion Retail Marketing assignment).
Using your research and data, you will be asked to evaluate and creatively apply digital activities and strategies for your selected brand entering this new market. You are required to make critical judgments in the assessment of the brand and it’s business model through your understanding of digital marketing theory and strategies.
This will include an evaluation of the brands current marketing strategy and how this enhances services marketing, digital marketing, direct marketing and competitive advantage.
Students should demonstrate knowledge of the different types of digital marketing strategies and how they relate to their selected brand and emerging market.
Students should also comment on the impact of viral marketing and create a mood board for their proposed campaigns; this could be a short film screenshots; a viral campaign illustration; social media context; a new blog template; a Instagram/Facebook competition or bloggers collaboration.
Consideration should be given on how your proposed digital strategies will work for your selected brand and why it may encourage interaction with the specific emerging consumer.
Below is an indication of what your proposition should cover:
1. Key marketing communication concepts (mediums, disciplines, channels and vehicles)
2. Digital marketing communication tools
3. Applications of digital marketing
4. Digital marketing strategy
5. Potential issuers in developing a digital marketing strategy 6. Social media marketing principles
ARTD2040 Digital Fashion Marketing
BA Hons Fashion Marketing 2013/2014 ARTD 2040 Digital Fashion Marketing
Reading List
Chaffey.D& Ellis-Chadwick.F (2012) Digital Marketing; Strategy, Implementation and Practice, Pearson
Molenaar.C ,(2012) e-Marketing, Routledge
Harris.L & Dennis.C (2008), Marketing the E-Business, Routledge
Journals
Journal of Fashion Management and Marketing
Blogs
http://fashionscollective.com/ http://prcouture.com/ http://www.brandrepublic.com/news/ http://www.digitalbuzzblog.com/

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