Digital marketing strategy for a medium-sized sustainable fashion brand : Case: Népra Oy
Nguyen, Bich; Tran, Tai (2020)
Lataukset:
Nguyen, Bich
Tran, Tai
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020101221277
https://urn.fi/URN:NBN:fi:amk-2020101221277
Tiivistelmä
The primary goal of the thesis was to propose a customer-driven digital marketing strategy for a sustainable Finnish fashion brand – Népra. Through the combined knowledge from the literature review and empirical research, the authors were at- tempting to close the gap between consumer perspectives toward sustainable fashion and the way fashion brand talking about their sustainable operations.
Both theoretical and empirical studies are included in this thesis. The theoretical part concentrates on literature review about green marketing, greenwash marketing, chal- lenges and impact of large corporation in comparison with small and medium sized fashion brands in sustainability. Secondary data sources from books, articles, and other online sources were used in this thesis.
Primary data was collected from in-depth interviews and survey, which makes up the empirical part of the thesis. The thesis applied both qualitative and quantitative re- search methods. The quantitative survey was executed and delivered on Google Forms platform, including three sections and 24 questions in total (Appendix 1). The qualitative research comprises of three in-depth interviews with targeted customers of Népra (Appendix 2). The collected results show that price and quality are the top two factors influencing consumer behavior. Customers nowadays are also concerned about animal welfare and child labor usage of fashion brands.
Considering Népra’s current situation as a direct-to-consumer online brand, the au- thors agree that online shopping experience is the most important matter, starting with the website. Search engine optimization (SEO), email marketing, social media mar- keting and influencer marketing are the areas that Népra should really focus on. YouTube and Instagram should be the main channels of interacting with customers, and TikTok is an emerging and potential channel that is also worth considering.
Both theoretical and empirical studies are included in this thesis. The theoretical part concentrates on literature review about green marketing, greenwash marketing, chal- lenges and impact of large corporation in comparison with small and medium sized fashion brands in sustainability. Secondary data sources from books, articles, and other online sources were used in this thesis.
Primary data was collected from in-depth interviews and survey, which makes up the empirical part of the thesis. The thesis applied both qualitative and quantitative re- search methods. The quantitative survey was executed and delivered on Google Forms platform, including three sections and 24 questions in total (Appendix 1). The qualitative research comprises of three in-depth interviews with targeted customers of Népra (Appendix 2). The collected results show that price and quality are the top two factors influencing consumer behavior. Customers nowadays are also concerned about animal welfare and child labor usage of fashion brands.
Considering Népra’s current situation as a direct-to-consumer online brand, the au- thors agree that online shopping experience is the most important matter, starting with the website. Search engine optimization (SEO), email marketing, social media mar- keting and influencer marketing are the areas that Népra should really focus on. YouTube and Instagram should be the main channels of interacting with customers, and TikTok is an emerging and potential channel that is also worth considering.