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Abstract

The online fashion industry is rapidly growing due to advancements in digital technology and changes in consumer behavior. This article explores effective digital marketing strategies to enhance the visibility and competitiveness of online fashion businesses, with a focus on SMEs. These strategies include the use of digital advertising, social media, and marketplaces. Social media, particularly Instagram, is highly effective in building brand awareness and increasing engagement through features like Stories, Reels, and Shopping. The COVID-19 pandemic accelerated the adoption of digital marketing as a primary solution to maintain business continuity. Training in digital marketing strategies is crucial for SMEs to understand and apply effective techniques such as SEO, SEM, and content marketing. SEO improves website rankings in search results, SEM uses paid ads for quick results, and content marketing focuses on creating relevant content. Digital analysis tools like Google Analytics help companies understand content performance and make necessary adjustments. With the right strategy, online fashion companies can achieve success in the digital era.

Keywords

The online fashion industry Digital marketing strategies SMEs Social media SEO

How to Cite

Citation Format
Sri Handono, W., Kopong, A., & Nur Madani, M. (2024). Digital Marketing Strategy in the Online Fashion Industry. International Journal of Management Science and Information Technology, 4(1), 119-128. https://doi.org/10.35870/ijmsit.v4i1.2668

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Author Biographies

Wahyu Sri Handono, Institut Teknologi dan Bisnis Muhammadiyah Bali

Digital Business Study Program, Institut Teknologi dan Bisnis Muhammadiyah Bali

Anthoneta Kopong, STIE Bukit Zaitun Sorong

Management Study Program, STIE Bukit Zaitun Sorong, Indonesia

Muhammad Nur Madani, STMIK Widya Cipta Dharma

Digital Business Study Program, STMIK Widya Cipta Dharma, Samarinda, Indonesia

License

Copyright (c) 2024 Wahyu Sri Handono, Anthoneta Kopong, Muhammad Nur Madani

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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