Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Journal home page:
https://inscience.uz/index.php/socinov/index
How marketing affects customer perception and decision
in the fashion industry
Omar ASHURBAEV
1
, Sarvinozkhon YOKUBKHUJAYEVA
2
Millat Umidi University
ARTICLE INFO
ABSTRACT
Article history:
Received September 2024
Received in revised form
15 October 2024
Accepted 25 October 2024
Available online
25 December 2024
In this article, the author examines marketing strategies that
have contributed to business development and success in the
fashion industry. The author pays attention to the importance of
using branding and adapting the product to various trends. The
article provided marketing cases using examples of such brands
as Payless and Nike. A survey was also conducted among a
group of people that helped to understand how effective
marketing can influence the decision of buyers.
2181-
1415/©
2024 in Science LLC.
https://doi.org/10.47689/2181-1415-vol5-iss11/S-pp
This is an open access article under the Attribution 4.0 International
(CC BY 4.0) license (https://creativecommons.org/licenses/by/4.0/deed.ru)
Keywords:
marketing strategies,
fashion industry,
social media,
customer decisions.
Marketing moda sanoatiga va mijozlarni qaror qabul
qilishiga ta’sir qiladimi
ANNOTATSIYA
Kalit so‘zlar
:
marketing strategiyalari,
moda sanoati,
ijtimoiy tarmoqlar,
mijozlar qarori.
Ushbu maqolada muallif biznesni rivojlantirish va moda
sanoatidagi muvaffaqiyatga hissa qo‘shgan marketing
strategiyalarini ko‘rib chiqadi.
Muallif brendingdan foydalanish
va mahsulotni turli tendensiyalarga moslashtirish muhimligiga
e’tibor beradi.
Maqolada Payless, Nike kabi brendlar misolida
marketing holatlari keltirilgan. Shuningdek, bir guruh odamlar
o‘rtasida so‘rov o‘tkazildi, bu marketingning xaridorlar qaroriga
qanchalik ta’sir qilishi mumkinligini tushunishga yordam berdi.
1
Senior Lecturer, Millat Umidi University. Tashkent, Uzbekistan. E-mail: o.ashurbaev@cambridge.uz
2
Student, Millat Umidi University, Tashkent, Uzbekistan. E-mail: sarvinozekubhuzaeva@gmail.com
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
452
Как маркетинг влияет на восприятие и решение
потребителя в модной индустрии
АННОТАЦИЯ
Ключевые слова:
маркетинговые стратегии,
индустрия моды,
социальные сети,
решение клиентов.
В данной статье автор анализирует маркетинговые
стратегии, способствовавшие развитию бизнеса и
достижению успеха в индустрии моды. Особое внимание
уделено роли брендинга и адаптации продуктов к
изменяющимся тенденциям. В качестве примеров
приведены маркетинговые кейсы известных брендов,
таких как Payless и Nike. Кроме того, был проведен опрос
среди группы респондентов, чтобы определить степень
влияния
эффективного
маркетинга
на
принятие
покупательских решений.
INTRODUCTION
Having appeared not so long ago one of the youngest business disciplines is
marketing. Today marketing is an integral part of absolutely any business
–
from a small
bakery to an international company. This article examined examples of the fashion
industry. In some cases, marketing is an integral part of politics and society. Because
marketing is a system of communication between a manufacturer and a consumer, or a
state and people. How effective this communication is, so successful are the sales or
development of the state. This includes the analysis that is needed to create a brand and
choose the direction of the company. The brand will subsequently affect the perception of
the business by consumers. Marketing and fashion are closely interconnected since it is
marketing that helps brands attract customers and increase sales. The fashion industry
needs marketing because it is a competitive area, where the success of a brand depends
not only on the quality of the product but also on how the brand has declared itself in
society. Effective marketing affects how the product will be sold. One of the areas of
marketing that has gained momentum in recent years is social networks, thanks to which
brand recognition increases. There is also such an area as storytelling
–
this is when a
company creates an impression of its product and comes up with an interesting story
related to it, to attract a larger audience [1].
HYPOTHESIS
According to research, famous brands spend a lot of money on marketing
promotion. Using Nike as an example, according to statistics, the Nike brand spends
almost 4 billion on marketing per year.
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
453
Figure 1. Picture shows marketing expenses of Nike company from 2014 to 2024.
And if a company spends so much money on marketing per year, is marketing one
of the main factors of promotion, and does the perception and decision of buyers in the
fashion industry depend on effective marketing? In his work, the author will prove this
hypothesis by referring to world examples and research.
RESEARCH METHODOLOGY
The main objective of this article was to study the influence of marketing on the
perception of customer decisions in the fashion industry. A survey was conducted using
Google Forms at https://docs.google.com/form/ to collect first-hand information, 30
people aged 18 to 46 were interviewed. Some of the respondents had a direct
relationship with the fashion industry, were avid fashionistas, and followed all the new
trends and brands, while others were not interested in fashion at all and did not
understand anything about fashion. Questions were asked after which it became clear
how social networks affect the purchase decision and brand perception. Research,
electronic articles, articles and static reports of various brands were also taken into
account, and examples of successful marketing strategies were considered, thanks to
these sources it was possible to understand how branding, social networks, and
storytelling affect consumers
LITERATURE REVIEW
The literature review provides information on how marketing strategies affect the
perception of buyers in the fashion industry. It also discusses marketing practices
through which fashion brands can influence customer choice.
1.1.
Reasons for marketing
.
Fashion houses have always had high competition in
the market and therefore brands have faced various marketing difficulties. Fashion
changes daily and it is very difficult for fashion companies to keep up with the times and
adapt their marketing strategies to customer choice. But this is a very important step
towards development since companies always need to remain relevant to maintain a
competitive advantage.
1.2.
Marketing and people's perception
. Customer perception of the Brand mainly
depends on what kind of campaign the team will organize. It is very important for the
marketing team to always create such marketing strategies as: cooperation with
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
454
bloggers, athletes and various celebrities. This helps to create an emotional connection
between customers and the company. However, when building their marketing strategy,
the team must be very careful, as poor and misleading marketing can negatively affect the
impression the brand makes on customers. Brands that fail to establish a good
connection with their audience risk getting lost among competitors.
1.3.
Marketing Goal
–
Perception
. The main task that marketers in the fashion
industry set for themselves is to influence customer perception. In this way, they
encourage their consumers to make purchases. Marketers primarily develop a brand
image and use target companies, thereby they try to make a lasting impression and
establish an emotional connection with their consumers.
1.4.
Effective marketing
is achieved when social media promotion increases
visibility and awareness, customer engagement is supported by storytelling and various
promotions that the brand holds with influencers and celebrities, and companies also
reward their customers with various gifts and promotions for repeat purchases [2].
COLLECTED DATA
The author paid special attention in this work to such bright marketing moves in
the fashion industry as Payless, and Nike.
Payless
The Payless company is an American organization selling quality shoes at
affordable prices. It was founded in 1956 in Topeka, Kansas. He showed by his example
that people buy status and not the product itself. For many years, that is, since 2008, the
brand has not been able to establish proper marketing [3]. During the long work, many
different ideas and options in marketing and improvements were tried, but some did not
help the brand achieve high sales and become recognizable, only in 2018 the marketing
team organized an unexpected advertising campaign. The idea behind the experiment
was that the brand decided to sell their regular shoes in a beautiful store that was
redesigned as a luxury store, and the store name was changed to a more luxurious one
like "Palessi" at inflated prices at the level of luxury brands. This experiment was
conducted and posted on social networks, which can be found on YouTube [4]. This
campaign quickly spread across social networks and as a result, the company was able to
achieve its goal and attracted huge attention to its brand.
Figure 2. Picture shows sales instability of Payless Company from
2007 to 2018 (Yahoo finance, 2024).
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
455
Company Nike
The Nike brand is an American sportswear company that was founded on January
25, 1964, in Eugene, Oregon. The company is famous for its global recognition and luxury
products [5]. The brand uses an interesting idea in attracting and developing the brand of
influencers. For example, Nike actively signs contracts with famous athletes such as
LeBron James and Serena Williams. The brand uses a storytelling and emotional
marketing marketing strategy. In its advertising promotions, the brand shows that doing
something is very simple and everyone can do what great people do [6]. Such promotions
help Nike build trust with the buyer, as well as show its connection with sports
achievements. The example of Nike shows how the company can effectively use social
networks. The brand launched the "#JustDoIT" campaign, which inspired its customers
to various achievements and overcome difficulties. On social networks, Nike buyers
actively tell motivational stories and create a connection with the audience. This helps
Nike to remain at the forefront of her field and remain relevant [7].
SURVEY RESULTS
A survey was conducted among groups of people on the topic "Efficient marketing
greatly affects the perception and decision of buyers in the fashion industry." According
to the survey results, it was determined that 71.4% of respondents were aged 18-24, the
remaining 25% were 25-34 years old and the remaining 3.6% were 34-46 years old. Also,
63.3% of people were female, and 36.6% were male. The majority answered that their
perception of the brand is neutral, and depends not only on marketing, but also on the
product and price. 66.7% of people from the survey answered that good promotion
affects the perception of the product and can prompt a purchase. It was determined that
social networks are the most important factor influencing purchases and perceptions of
76.7%, and the survey also determined that brand image is important for 62.1% of
people. 63.3% of respondents answered that regardless of influencers, the decision to
purchase does not change, but 66.7% of people assured that advertising faces are
important when choosing a fashion brand.
ANALYSIS
The author's analysis showed that the central theme of this article is the role that
marketing plays in the fashion industry. The main and key factor of business success are
effective communication with customers through various promotions, such as promotion
through social networks and so on. To better describe this relationship in this article, the
author described various studies, surveys, and marketing ideas such as cooperation with
influencers, storytelling, and relationships with bloggers. The Payless and Nike study
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
456
shows two different approaches to marketing in the fashion industry. Payless always
uses unconventional experiments. With these approaches, they managed to emphasize
the influence of status on purchasing decisions. Nike, in turn, uses emotional storytelling
in its work and marketing research, and partnerships with football players and other
athletes, this creates brand identity and establishes a connection with consumers on a
deeper level. When analyzing, you can emphasize the importance of Brand relevance,
since the fashion industry is constantly evolving and does not stand still. The conducted
survey confirms that effective marketing influences consumer decision-making as
respondents confirm the importance of social networks and branding also referring to
the survey the author came to the conclusion that marketing strategies must correspond
to customer expectations and trends to be successful.
DISCUSSION
It was revealed by the study that marketing is not just sales, not just product
promotion, but establishing personal connections with consumers. All the examples that
were given in the article emphasize the importance of perceiving social media
storytelling. Competition in the fashion world is very fierce from trends constantly
changing, so brands must be able to stand out and create new products always using new
and different Digital marketing tools. Using the example of Payless, we can see how a
marketing experiment by renaming the Brand affected its further existence. It was
noticeable how the perception of luxury and status can affect buyers even if the product
remains unchanged. If we talk about Nike, we can conclude how marketing strategies that
involve cooperation with athletes and the use of motivating storytelling establish an
emotional connection and can increase brand loyalty. Nike associates its products with
success and achievements, and this resonates with a large target audience. Nike's Just Do
It project made it clear to everyone that social media amplifies these stories, creates
community and inspires consumers. It is important to remember that customer
perceptions are formed not only by the quality of the product, but also by the values of
the brand. Recently, the influence of social media has grown greatly, which helps
marketing establish direct connections with consumers. However, the marketing team
must not forget that all social media tools must be used thoughtfully. Since the slightest
mistake can quickly spread and damage the brand's reputation. The data from the survey
provide support for all of the above findings. Since 55.6% of respondents say that
effective marketing affects their perception of the product, and 61.1% agreed that social
media is a key factor in making their purchasing decisions. Hence the conclusion that the
brand needs to prioritize these strategies.
CONCLUSION
It is important to note that marketing constitutes an indispensable link in the
fashion industry. Various marketing strategies, including partnerships with influencers,
social networks and storytelling, have been shown to increase sales and to build strong
relationships with customers (Jones, 2023). The examples that were discussed in the
article illustrate how innovative marketing can improve brand perception and lead the
company to success. Also, according to the survey results, it is clear that the consumer is
strongly influenced by marketing, especially social networks (Smith, 2021). In order to
maintain viability, fashion houses must demonstrate a capacity for constant adaptation to
market trends and the development of novel strategies that will satisfy consumer
expectations.The utilisation of contemporary marketing instruments, coupled with the
Жамият
ва
инновациялар
–
Общество
и
инновации
–
Society and innovations
Special Issue
–
11 (2024) / ISSN 2181-1415
457
cultivation of an emotional connection, has been demonstrated to result in the
attainment of sustainable success and brand loyalty. The hypothesis that marketing
exerts a influence on consumer decision-making has been substantiated by a plethora of
examples and survey data.It can thus be concluded that the investment in strategic
marketing is not merely a business decision, but rather an opportunity to ensure
competitiveness and maintain viability. The analysis conducted by the author
demonstrates that effective communication is a fundamental factor underpinning success
in the fashion industry.
REFERENCE:
1.
Twin, A. (2024).
Marketing in business: Strategies and types explained
. [online]
Investopedia. Available at: https://www.investopedia.com/terms/m/marketing.asp.
2.
Barnes, L. (2013). Fashion marketing.
Textile Progress
, 45(2-3), pp.182
–
207.
doi:https://doi.org/10.1080/00405167.2013.868677.
3.
Payless (2024).
About
. [online] Payless ShoeSource. Available at:
https://payless.ph/pages/about.
4.
Fake (2019).
Fake Luxury Shoe Store Prank proves Luxury is just Perception
–
Payless
. [online]
YouTube. Available at: https://youtu.be/JFXmIh4P2dM?si=
MIZNcxh0XlPLaKzn [Accessed 17 Dec. 2024].
5.
Nike
(2024a).
About
Nike
.
[online]
Nike.com.
Available
at:
https://about.nike.com/en/.
6.
Nike (2024b).
Great Athletes Remind the World There’s Nothing Wrong with
Wanting to Win
. [online] Nike.com. Available at: https://about.nike.com/en/newsroom/
releases/winning-isnt-for-everyone-campaign.
7.
Sweta Panigrahi (2024).
Nike’s Social Media Strategy: A Deep Dive
. [online]
Keyhole. Available at: https://keyhole.co/blog/nike-social-media-strategy/.
8.
Figure 1. https://www.statista.com/statistics/685734/nike-ad-spend/
9.
Figure 2. https://finance.yahoo.com/news/payless-shoesource-going-business
