New forms of marketing in the fashion industry

Abstract

In recent years, digital media have influenced various fields, one of those is The Fashion Industry. Every day there are more brands that bet on digital channels such as a means of marketing and communication of their products. On the one hand, traditional channels, such as radio, television, brochures, etc., have been losing impact, but on the other hand, a viability is observed reflected on channels that local market unknown, whose purpose is aimed at improving sales and customer loyalty. The purpose of this study is analyzing the alternative marketing and distribution channels for fashion and clothing ventures in the city of Ambato, achieving to demonstrate the positive impact they would have if they were applied in the local fashion market. Based on a methodology bibliographical - documentary along with interviews with local fashion entrepreneurs and marketing professionals, the results that confirm the initial hypotheses are achieved: from the incorporation of alternative channels for the commercialization and distribution of products, it is possible to prevail and positionate the brands, and it has been proven that alternative strategies can be applied in business over time, taking into consideration factors such as: time, economic disposition and interest in innovating.