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CUSTOMER EXPERIENCE
ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APP IN FASHION INDUSTRY

 

Customer experience
analysis is very important factor in today’s era for many businesses.
Businesses should pay attention to their customers and try to fulfill the promise
of high rates of investments. There are many ways you can use for your customer
experience analysis via social media marketing.

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1.     
Performance
analysis

2.     
Campaign Centric
Analysis

3.     
 Research Analysis

 

The trend of social
media marketing is increasing day by day, and it is very effective. That’s why
every business should have a presence on social media especially Facebook and
Twitter to reach maximum people globally and locally. Social media is a great
marketing tool for connecting different brands with the target audience.
Technology like social media encourages the target customer to interact with
companies. It increases the awareness of the brand, customer involvement, and
their engagement. It results in the recall of brand again and again while making
a purchase. Technology like social media encourages the target customer to
interact with companies. It increases the awareness of the brand, customer
involvement, and their engagement. It results in the recall of brand again and
again while making a purchase.

 

Different social media
sites offer different brands of fashion to stay connected with their customer
and other people. Electronic word of mouth is one factor of social media which
results in the purchase intention of the customer

PUSH NOTIFICATIONS

It is a notification that  in a lock screen of customers device which
they use personally. It allows the customer to get aware about the new trend of
the fashion industry through a mobile app but sitting in their homes or
anywhere.

 

OFFLINE AVAILABILITY

It allows the customer to get up to date by keeping
offline. There are many reasons when customers don’t have an internet
connection. At this point, offline availability offers their customers to gain
knowledge about fashion industry without even getting online.

 

ENHANCED USABILITY

When the customers have the app downloaded on their
devices, then it will create an enhanced the usability of the particular
fashion industry. The downloaded app will result in the high resolution of
images which is very important thing, especially in the fashion industry.

 

SPEED

The customers have an app their devices, then the
speed of browsing will automatically increase and get faster

 

VISIBILITY

It is very obvious that if every customer has an app
on their devices then the visibility wo get higher and the customers will see
the app at least once in a day.

 

PURCHASING HABITS

If the customer have apps on their mobile phones
then they will be logged in every time and able to make a purchase whenever they
want through their apps

 

LUXURY FASHION AND SOCIAL MEDIA

The usage of social media technologies by luxury
brands surged in 2009. Technology encourages customers to interact with brands.

These customer interactions build the brand by
increasing awareness, involvement and engagement. Thus adding to brand recall
and stimulating purchases. Tweets blogs and social networks like Facebook
YouTube Instagram and Pinterest offer fashion brands ways to connect with
audiences.

Though many fashion brands initially believed social
media is now viewed as a opportunity to improve customers relationships and to
ultimately capture a larger audience. For example, the timing was right for
Gucci multicultural social network site “Guccieyweb.com” for the launch of a
new sunglasses collection targeting digital generation customers. Gucci updates
its Facebook site several times a day and sends Twitter tweets (Kim and ko
2012)

 

The emergence of social media (eg. Facebook Twitter)
has boosted interest in word of mouth and viral marketing asking luxury brands.
Word of mouth(WOM) – interpersonal communication about products and services
between consumers – is one of the most influential sources of marketplace
information for consumers.

When WOM travels on the internet, it can be viral and most
powerful, regardless of whether the information is good or bad. For followers, it is becoming increasingly
challenging to sort out the facts, since the immediacy of information is
extreme with no standard to determine the truth. The spread of information
brings people to a common sphere to exchange views.

 

Los Angeles day-to-day
celebrity wear, for example, has become a worldwide phenomenon, partly due to
social media legitimizing the casual look. Vintage stores, showcasing T shirts
and jeans, permeating the Los Angeles casual style, are the retail niche of
consumers found now throughout the world.

 

Fashion is everywhere,
mostly due to the internet. “Blogs” offer consumers an almost unlimited space
for self-expression on the Internet (Kozinets, 2006). Blogs are defined as
personal websites, “usually maintained by an individual with regular entries of
commentary, descriptions of events, or other material such as graphics or
video, where entries are commonly displayed in reverse-chronological order”
(Wikipedia, 2009).

 

 Unlike fashion-focused magazines and
television shows, there are millions of fashion blogs worldwide that are
updated regularly with new fashion trends. The blog’s effectiveness is due to
its strong individual, personal, popular, and elitist point of view. Its
engaging experience offers readers the opportunity to voice opinions and
challenge fashion critics.

 

 

Brands view popular
bloggers as the new journalists and influencers. The advent of agencies
representing bloggers points to the evolving influence of fashion blogs. Once
considered fashion-obsessed amateurs, style bloggers have matured into fashion
trendsetters and the savvy marketers command four- and five-figure fees from
brands.

 

 New agencies like Digital Brand Architects in
New York represent fashion and lifestyle bloggers, brokering endorsement deals
with fashion labels, signing up advertisers and, in some cases, booking
lucrative television commercials.

 

Nowadays even
mainstream agencies like Creative Artists Agency represent powerful bloggers
(Kurutz, 2011).

 

In the past two years,
there is a growth in fashion apps for the iPhone, iPad, and iPod. These apps
offer customers up-to-the-minute deals, information on the latest fashion
trends, the convenience of shopping directly from an iPhone, iPad or iPod, and
ease of social sharing. Pose, for example, is a fashion app full of blogger
images and ideas. Users can score the latest looks from fashionistas and
trendsetters as well as share favorite fashion finds and outfits. Even more,
like Facebook, users interact with styles, and share Twitter Pose tweets.

 

 

 

LUXURY BUSINESS MODELS

 

 

A multitude of business models are now embraced by the fashion
industry: the luxury business model, the fashion business model, and the
premium or super premium business model. Fashion houses that dominate
worldwide, such as Lois Vuitton, Chanel, Gucci, Hermes, and Ferrari share a
common unique business model which differs from other industries (Kapferer,
2012).

 

 

The popular luxury business model rests on strict principles
that maintain the uniqueness of luxury and preserve the non-comparability of
those luxury brands that follow these guidelines (Kaprik and Scott, 2010).
Interestingly, there are companies not classified as luxury like Apple; yet,
still apply elements of this model (Kapferer, 2012). Kaferer and Bastien (2009)
offer these principles, the anti-laws of marketing, as follows:

 

 

 

 

• Luxury represents the local culture and refined art de
vivre.

 

• Do not advertise to sell: Luxury communicates a dream.

 

• Communicate to non-targets: non-owners must recognize the
quality craftsmanship.

 

• Maintain full control of the value chain: luxury quality can
only be delivered if the brand has 100% control.

 

• Maintain full control of distribution: Distribution is
one-on-one service. The experience must be exclusive.

 

• Never issue licenses: Licensing translates in loss of
control and increases the risk of consumer dissatisfaction.

 

• Always increase the average price: never trade down nor cut
the luxury brand’s prices.

 

• Develop personal relationships with clients: Luxury means
treating all clients as VIPs.

 

A second business model among high-end labels includes the
fashion business model, which delocalizes production in search of low-cost
labor forces. Unlike the luxury business model, fashion does not sell
timelessness. Instead, once the fashion season ends, stores slash prices to
eliminate inventory in order to replenish with new merchandise. As for pricing,
in the luxury business model, average prices should always go up because there
are enough newly rich consumers to buy the product.

A third business model among more high-end labels is the
premium or super-premium business model that is based on a brand’s willingness
to create a premium “best” product. Makeup, for example, increases its
popularity by earning prizes through magazines like Allure, The Oprah Magazine,
Cosmopolitan, and others. Unlike luxury, an art which refuses to bear any
comparison, super-premium brands build their fame and social media following
from it.

Despite the value in these business models, within
an ever-evolving luxury landscape, firms must continually find new ways to
connect with customers, build strong relationships, and increasing social
engagement to drive growth. New Innovative business models must incorporate
social media to allow firms to build strong customer relationships and
encourage loyalty, and interact with customers through new channels, formats,
or revenue models. It is imperative for luxury marketers to continue to build
up their presence on social media platforms that they already use and look to
expand to new platforms to engage audiences. Additionally, luxury marketers
must think how they can reach key customers with each social media platform,
harness it to suit the needs of both the brand and the consumer, and how to
tailor their message to compel customers to explore deeper, and on the path to
purchase or to opt-in to ongoing communication.

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