Investigation Of Factors In The Fashion Industry To Make Successful E-commerce:Focusing On The UK Market

With the combination of economic and technological development, many consumers in the world can enjoy a better life and a large number of high quality products and services. Today, global consumers can purchase products from many different kinds of channels and places, with the online channels becoming increasingly popular, especially for fashion products. In this study, the researcher selected the UK market as the research focus because of its financially valuable background of e-marketing and internet use in its people’s daily lives. The UK has become one of the countries with the largest proportion of internet users in the world, with e-marketing activities continuing to proliferate. This has assisted growth in the UK fashion industry. UK consumers have increased their spending on fashion products, especially on clothing and shoes. There are many organisations which have achieved e-marketing success, but these are dependent on a number of idiosyncratic factors specific to individual firms. For this reason, the researcher will conduct research on Asos.com Ltd in order to test the factors which have enabled the success of e-marketing in the fashion industry.Through conducting primary interviews with with five members of Asos.com and distributing questionnaires to150potential customers of online fashion websites, this paper finds that there are a number of characteristics that influence consumer propensity to purchase fashion online. Significance this study identifies that female and young consumers have a strongly positive attitude towards shopping for fashion products on the internet. Although the sample size of the participants is small, there are still more valuable findings which reflect the factors that may influence the success of e-marketing of many online fashion companies in the UK. First of all, marketing activities and promotional information can strongly influence consumers’online purchasing behaviours. Through traditional marketing activities, companies can deliver their product information and brand image to the customers, and then attract them to view the websites and purchase the products on their websites. Technologies alone do not effectively increase the sales of the fashion retailers, but it is still one important role to ensure that consumers will choose to purchase products on the internet. High quality and special features of the products will also influence the preference of the customers towards the online fashion companies.Based on this research, it is suggested that e-marketing can assist online fashion companies in the UK better focus on building their brands and relationships with customers in comparison with traditional forms of marketing, thus helping such companies achieve long term business growth.