CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA
MARKETING FOR MOBILE APP IN FASHION INDUSTRY
Customer experience analysis is very important
factor in today’s era for many businesses. Businesses should pay attention to
their customers and try to fulfill the promise of high rates of investments.
There are many ways you can use for your customer experience analysis via
social media marketing.
3. Research Analysis
The trend of social media marketing is increasing day
by day, and it is very effective. That’s why every business should have a
presence on social media especially Facebook and Twitter to reach maximum
people globally and locally. Social media is a great marketing tool for
connecting different brands with the target audience. Technology like social
media encourages the target customer to interact with companies. It increases
the awareness of the brand, customer involvement, and their engagement. It
results in the recall of brand again and again while making a purchase.
Technology like social media encourages the target customer to interact with
companies. It increases the awareness of the brand, customer involvement, and
their engagement. It results in the recall of brand again and again while
making a purchase.
Different social media sites offer different brands
of fashion to stay connected with their customer and other people. Electronic
word of mouth is one factor of social media which results in the purchase
intention of the customer
It is a notification that in a lock screen of customers device which
they use personally. It allows the customer to get aware about the new trend of
the fashion industry through a mobile app but sitting in their homes or
It allows the customer to get up to date by keeping
offline. There are many reasons when customers don’t have an internet
connection. At this point, offline availability offers their customers to gain
knowledge about fashion industry without even getting online.
When the customers have the app downloaded on their
devices, then it will create an enhanced the usability of the particular
fashion industry. The downloaded app will result in the high resolution of
images which is very important thing, especially in the fashion industry.
The customers have an app their devices, then the
speed of browsing will automatically increase and get faster
It is very obvious that if every customer has an app
on their devices then the visibility wo get higher and the customers will see
the app at least once in a day.
If the customer have apps on their mobile phones
then they will be logged in every time and able to make a purchase whenever they
want through their apps
LUXURY FASHION AND SOCIAL MEDIA
The usage of social media technologies by luxury
brands surged in 2009. Technology encourages customers to interact with brands.
These customer interactions build the brand by
increasing awareness, involvement and engagement. Thus adding to brand recall
and stimulating purchases. Tweets blogs and social networks like Facebook
YouTube Instagram and Pinterest offer fashion brands ways to connect with
Though many fashion brands initially believed social
media is now viewed as a opportunity to improve customers relationships and to
ultimately capture a larger audience. For example, the timing was right for
Gucci multicultural social network site “Guccieyweb.com” for the launch of a
new sunglasses collection targeting digital generation customers. Gucci updates
its Facebook site several times a day and sends Twitter tweets (Kim and ko
The emergence of social media (eg. Facebook Twitter)
has boosted interest in word of mouth and viral marketing asking luxury brands.
Word of mouth(WOM) – interpersonal communication about products and services
between consumers – is one of the most influential sources of marketplace
information for consumers.
When WOM travels on the internet, it can be viral and most
powerful, regardless of whether the information is good or bad. For followers, it is becoming increasingly challenging to
sort out the facts, since the immediacy of information is extreme with no
standard to determine the truth. The spread of information brings people to a
common sphere to exchange views.
Los Angeles day-to-day celebrity wear, for example, has become
a worldwide phenomenon, partly due to social media legitimizing the casual
look. Vintage stores, showcasing T shirts and jeans, permeating the Los Angeles
casual style, are the retail niche of consumers found now throughout the world.
Fashion is everywhere, mostly due to the internet. “Blogs”
offer consumers an almost unlimited space for self-expression on the Internet
(Kozinets, 2006). Blogs are defined as personal websites, “usually maintained
by an individual with regular entries of commentary, descriptions of events, or
other material such as graphics or video, where entries are commonly displayed
in reverse-chronological order” (Wikipedia, 2009).
magazines and television shows, there are millions of fashion blogs worldwide
that are updated regularly with new fashion trends. The blog’s effectiveness is
due to its strong individual, personal, popular, and elitist point of view. Its
engaging experience offers readers the opportunity to voice opinions and
challenge fashion critics.
Brands view popular bloggers as the new journalists and
influencers. The advent of agencies representing bloggers points to the
evolving influence of fashion blogs. Once considered fashion-obsessed amateurs,
style bloggers have matured into fashion trendsetters and the savvy marketers command
four- and five-figure fees from brands.
New agencies like
Digital Brand Architects in New York represent fashion and lifestyle bloggers,
brokering endorsement deals with fashion labels, signing up advertisers and, in
some cases, booking lucrative television commercials.
Nowadays even mainstream agencies like Creative Artists Agency
represent powerful bloggers (Kurutz, 2011).
In the past two years, there is a growth in fashion
apps for the iPhone, iPad, and iPod. These apps offer customers up-to-the-minute
deals, information on the latest fashion trends, the convenience of shopping
directly from an iPhone, iPad or iPod, and ease of social sharing. Pose, for
example, is a fashion app full of blogger images and ideas. Users can score the
latest looks from fashionistas and trendsetters as well as share favorite
fashion finds and outfits. Even more, like Facebook, users interact with
styles, and share Twitter Pose tweets.
LUXURY BUSINESS MODELS
A multitude of business models are now embraced by the fashion
industry: the luxury business model, the fashion business model, and the
premium or super premium business model. Fashion houses that dominate
worldwide, such as Lois Vuitton, Chanel, Gucci, Hermes, and Ferrari share a
common unique business model which differs from other industries (Kapferer,
The popular luxury business model rests on strict principles
that maintain the uniqueness of luxury and preserve the non-comparability of
those luxury brands that follow these guidelines (Kaprik and Scott, 2010).
Interestingly, there are companies not classified as luxury like Apple; yet,
still apply elements of this model (Kapferer, 2012). Kaferer and Bastien (2009)
offer these principles, the anti-laws of marketing, as follows:
• Luxury represents the local culture and refined art de
• Do not advertise to sell: Luxury communicates a dream.
• Communicate to non-targets: non-owners must recognize the
• Maintain full control of the value chain: luxury quality can
only be delivered if the brand has 100% control.
• Maintain full control of distribution: Distribution is
one-on-one service. The experience must be exclusive.
• Never issue licenses: Licensing translates in loss of
control and increases the risk of consumer dissatisfaction.
• Always increase the average price: never trade down nor cut
the luxury brand’s prices.
• Develop personal relationships with clients: Luxury means
treating all clients as VIPs.
A second business model among high-end labels includes the
fashion business model, which delocalizes production in search of low-cost
labor forces. Unlike the luxury business model, fashion does not sell
timelessness. Instead, once the fashion season ends, stores slash prices to
eliminate inventory in order to replenish with new merchandise. As for pricing,
in the luxury business model, average prices should always go up because there
are enough newly rich consumers to buy the product.
A third business model among more high-end labels is the
premium or super-premium business model that is based on a brand’s willingness
to create a premium “best” product. Makeup, for example, increases its
popularity by earning prizes through magazines like Allure, The Oprah Magazine,
Cosmopolitan, and others. Unlike luxury, an art which refuses to bear any
comparison, super-premium brands build their fame and social media following
Despite the value in these business models, within
an ever-evolving luxury landscape, firms must continually find new ways to
connect with customers, build strong relationships, and increasing social
engagement to drive growth. New Innovative business models must incorporate
social media to allow firms to build strong customer relationships and
encourage loyalty, and interact with customers through new channels, formats,
or revenue models.
It is imperative for luxury marketers to continue to
build up their presence on social media platforms that they already use and
look to expand to new platforms to engage audiences. Additionally, luxury
marketers must think how they can reach key customers with each social media
platform, harness it to suit the needs of both the brand and the consumer, and
how to tailor their message to compel customers to explore deeper, and on the
path to purchase or to opt-in to ongoing communication.
D. Kaznowski (Królewski, 2013)
defines social media as “means of communication
which are subject to social
control, which can be used on any scale and which
include both the message contents
and the possible points of view referring to information”.
According to A. Kaplan and M.
Haenlein, it is “a group of Internet applications
based on the ideological and
technological assumptions of Web 2.0”. Thus,
among social media, there are
social networking services and web portals.
The most intensive development of
social media in Poland has been observed
since 2010. One of first social
media projects was nasza-klasa.pl (at present Nk.pl),
which was established in 2006.
New possibilities related to the
new media allow for such a fast growth of social media. The aim of social media
is to inform users and enhance their mutual communication. This interaction
involves exchanging opinions, preparing contents and making use of the
available resources. Within social media we can also observe a freedom of
points of view presentation.
Some social networking services
also enable their users to distribute the contents to their
own platforms, thus increasing
the potential audience. What is more and more
common, too, is the phenomenon of
media convergence, determining the necessity
to update knowledge and keep up
with the social media trends.
Enterprises can use social media
in many ways. Firstly, they are a place of
carrying out researches and
analyses, as well as obtaining the information about the
structure and needs of the target
groups. They are also a source of knowledge on
the opinions about the brand and
attitudes towards it.
Moreover, the high intensity of
the participation in social media makes the two-way communication with th e company’s
stakeholders possible. Social media can be classified on the basis of the functions
they have. We can distinguish the following types of social media
— social media which enable
exchanging opinions and views – examples include:
blogs, wiki services, Internet
databases and citizen journalism;
— social media which serve resource
sharing – examples include: YouTube,
Flickr, Slideshare or Dropbox;
— social media which support
establishing and maintaining relations – examples
include: MySpace, Grono.net,
Facebook or Nasza Klasa;
— social media which focus on
communication and discussion –. examples
include: Internet fora, messengers or chatrooms;
— social media which enable informing and
commenting on news – examples
microblogs (e.g. Twitter), alert services, livestream or livecast
— social media which are oriented towards
co-creation or cooperation – examples
include: Google Docs.
is the connection between sender and receiver of the message.
business relations, it is a connection between a customer and an enterprise.
communication is usually referred to as promotion – an integral part of
Promotion means the set of activities and measures, by means of which
enterprise transmits the information characterizing the product and/or company
market, shapes the consumers’ needs, boosts and directs the demand and
its price elasticity. Ph. Kotler identifies it with promotion-mix, which is
as a set of four instruments: advertising, sales promotion, personal sales
public relations (Bu?a, 2010, pp. 42–43). To communicate, an enterprise also
medium. Coding, decoding and feedback are the functions of this process
2011, p. 111).
characteristics of the process of marketing communication include:
— The contexts
– both social and cultural,
— The continuous
nature of the process,
usage of symbols and signs,
complex character (Niestrój, 2002, p. 181).
communication process, the medium is a personal or non-personal
The personal channels are salespeople, door-to-door salespeople or opinion
The non-personal means are predominantly mass media, the specific
“climate” of the
company’s activity (architecture and interior design, lighting or