Impact of Digital Marketing Strategies on Consumer Buying Decisions with Reference to Fashion and Apparel Products.

The fashion and apparel industry remains yet to be come to terms with the reality of the digital technology completely changing how the brands advertise themselves. As everyone is now obsessed with their smart phones, scrolling through the social media feed, and making online purchases the days when people would window shop in a store nearly seem like a far off distant memory. People now scroll via posts made by influencers, reviews, advertisements that are located in their feeds, and visit brand websites and only decide what products to buy. Fashion firms were not left behind. Digital marketing is no longer a beautiful afterthought, it is the necessity when you want to draw the interest of people and make them revisit, as long as competition is high. This paper digs the influence of digital marketing on the manner in which people shop clothes. It analyses how these aspects of social media campaigns, the connections of a person with the influencers, online deals, targeted marketing, and Internet shopping affect the things people are focusing on, how they perceive brands, and what eventually makes them leave their homes to purchase something. In order to get the real picture of what is going on, the survey has surveyed 50 people according to the survey on structured questionnaire of their experiences with digital marketing and its effects on their buying behaviors. The answers were then crunched using percentage analysis and easy graphs in order to determine patterns and relationships. The cupid in the case of convincing the shoppers, especially the youth, is the social media. The shout-outs that are carried out by an influencer are very effective in enhancing trust and may result in such instances of the I need this now. Bright images, special deals, good comments left behind by other customers, and various ads promoted to a person make one close to a buy. It is also apparent that customers would want to do business with the brands that are not just online but those that engage and communicate with them. In the end it is easy to conclude, smart marketing in the Internet makes brand recognition and customer loyalty, and stimulates sales increase in fashion industry. Brands that are still lively on the Web, which involve people in new approaches, are not keeping abreast, they are ahead. That is how to be relevant and successful as all things in the digital world keep evolving.