Analysis of New Media Marketing Strategies in the Fast Fashion Industry

Abstract

New media marketing has become a new strategy for business marketing today, and this fast-paced marketing approach is gradually taking over the marketing market. The emergence of social media began as a simple way to create social interaction for people to share their daily lives and interests, but today, social media has a much wider range of uses. Many of the features created by the new media provide more channels for a wide variety of industries to advertise than traditional media, from simple posting of text and images, commenting and sharing of articles, to short videos and live streaming. These various functions have helped businesses provide consumers with more detailed information about their products, as well as wider dissemination, not only from the businesses, but also from the dialogue between consumers, also known as word-of-mouth marketing. On the other side, the fast fashion industry has been helped by new media promotion to help it run fast and keep up to date with new products and promotions. However, there are many disadvantages of new media marketing, if the company does not use it wisely, there is a certain probability that it will affect the company's image and interests, after all, in the age of the Internet, anything can be fermented quickly. Finally, when brands use new media marketing, they need to choose the appropriate promotion channels, as well as optimise the promotion content.