Educational Administration: Theory and Practice
2024, 30(4), 9266-9270
ISSN:2148-2403
https://kuey.net/ Research Article
A Study On Digital Marketing Strategies For Gen Z In
Fashion Retail Outlets In Chennai City.
Archana. K1*, Dr. S. Vennilaa Shree2
1*Research Scholar, Department of Commerce, Vels University [VISTAS], Pallavaram, Chennai.
2Professor / Supervisor, Department of Commerce, Vels University, Pallavaram, Chennai.
Citation: Archana. K, et al (2024), A Study On Digital Marketing Strategies For Gen Z In Fashion Retail Outlets In Chennai City.,
Educational Administration: Theory and Practice, 30(4), 9266-9270, Doi: 10.53555/kuey.v30i4.3484
ARTICLE INFO ABSTRACT
We live in an age in which everything is digitalized. Digital marketing plays an
important role in the marketing department. It not only helps the manufacturer
but also the end consumer of the product. With the help of social media, search
engines, advertisements, social media influencers, other websites, etc.,
awareness is created for the launch of the product. Marketing strategies are
developed to learn more about the customers' needs. This enables them to
produce products according to the customers' requirements. A marketing mix is
used for these processes: the popular 4’Ps products, price, place, and promotion.
Generation Z is also known as Zoomers, Gen Z, or Post-Millennials. They are the
second-youngest generation. They range in age from 12 to 27 and were born
between 1997 and 2012. Generation Z grew up with the internet and digital
technology from an early age and is also known as “digital natives.”. Fashion
stores are the palaces where products are placed three to six months before
purchase. The study aims to gain insights into Gen Z's usage habits on digital
platforms, understand their preferences and influence on fashion retail brands,
and identify their preferences for fashion retail brands and marketing strategies.
This study applies quantitative and qualitative research approaches and reviews
the existing literature. The data were collected through a questionnaire from 100
respondents.
Keywords: Digital marketing, Marketing Strategies, Digital Platforms,
Generation Z, Fashion brands
INTRODUCTION
We all rely on digital platforms for our daily activities. Digitization is pervasive worldwide and plays a big role
in understanding what is happening. It has also reduced our burden on many standards. It helps us to buy
and sell products or services; it gives us more information about the entertainment industry, daily news, job
search, and other purposes.
Digital platforms have become one of the most important platforms to attract many customers and increase
the company's sales. This way of attracting customers is called digital or online marketing. This type of
marketing helps us to connect with the customers who like to buy the product and also attract the attention of
new customers through the internet or any other digital communication platform. Digital platforms include
search engines, social media, email, web advertising, influencers, and other websites. They also create a direct
link between the manufacturers and the end users of the product or service.
The company creates a marketing strategy as a long-term plan to understand the customers' needs and fulfill
them. It also helps the manufacturer to know the desires of its customers and use the various channels to
reach them. It also helps the company understand its position in the market, the types of products it
manufactures, the marketing strategies it uses, and the promotional activities it undertakes. The 4 P’s play an
important role in developing the strategy. The 4 P’s are product, price, place, and promotion.
Digital marketing is one of the most commonly used strategies to reach the end user using their digital
platform. It is one of the easiest ways to reach potential customers with minimal costs. Millions and billions
of users around the world use digital platforms. The marketing department of a company uses this platform
to achieve its goal and learn the most from its audience. To do this, they need to find the right channel to
create content that will appeal to their audience, do an analysis, and always stay updated about the market.
Copyright © 2024 by Author/s and Licensed by Kuey. This is an open access article distributed under the Creative Commons Attribution
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9267 Archana. K, et al. / Kuey, 30(4), 3484
Generation Z is also known as Zoomers or Gen Z. They were born after the Millennials and before Generation
Alpha. They are the children of Generation X or the older millennials. They are called digital natives because
they are the first generation to grow up with the internet as part of their daily lives. They were born between
1997 and 2012 and are between 12 and 27 years old. They are the second-youngest generation. In fashion
retail, they buy ready-made products from manufacturers and sell them to their customers. Here you can buy
different types of products, such as clothing, shoes, accessories, and other products.
REVIEW OF THE LITERATURE
“Fashion Consumerism: The Impact of Marketing Strategies on the Generation Z Consumer” by Ella Bjerre
[2022] examines how marketing tactics have changed during the pandemic by prioritizing consumer
engagement, advocacy, mental health, sustainability, and regular advertising of clothing. The study shows
how Generation Z consumers have impacted marketing and brand strategies by emphasizing values such as
sustainability, openness, and morality in brand advertising. Using Instagram posts from some fast fashion
and sustainable fashion brands, the study's methodology analyzed the content to find significant changes in
the way these brands marketed to Gen Z consumers post-pandemic. Limitations were acknowledged, and
possible directions for further research were identified, such as the narrow selection of brands studied, the
impact of researcher bias, and the problem of three variables.
R. Shankar [2024], “Generation Z versus Millennial purchase intentions: A comparative study based on social
media marketing strategies in India concerning the fashion and beauty industry,” This study compares the
purchase intentions of Generation Z and Millennials in the fashion and beauty industry in India based on
social media marketing strategies. The study highlights the importance of understanding the market and
social contexts for successful marketing campaigns. It also explores the characteristics of Generation Z and
their preference for technology and sustainability. The study uses the 4D marketing mix framework, which
includes design, desire, diversity, and digitalization, to analyze the impact of marketing expectations on
purchase intentions. The results show that age and affluence are the most important factors for online
purchase intentions, with desire, digitalization, and design being the most important factors. The study
highlights the need for fashion and beauty companies to adapt their marketing strategies to cater to
Generation Z's and Millennials' preferences.
Apurva Muralidhar, Dr. Anand Shankar Raja M [2019], “Understanding the purchase intention
characteristics of Gen Y and Gen Z and introspective the modern demand variables in the fashion industry”
This research article examines the purchase intention characteristics of Gen Y and Gen Z in the fashion
industry. The study aims to understand the modern demand variables that influence the purchase intention
of these generations. A survey was conducted with Generation Z and Generation X participants, and a factor
analysis was used to determine the factors contributing to purchase intention. The researchers found that
while Generation Y is interested in a variety of products available online, they are more inclined to research
products but do not make final purchases. On the other hand, Generation Z spends more time on social
media and online platforms, resulting in higher exposure to online shopping. The study suggests that building
trust is crucial to the success of online marketing. The study concludes that modern demand variables such as
technology, online shopping, ethnocentric sentiments, digital tools, and artificial intelligence play an
important role in satisfying purchase intent.
Jiahui Wang [2020], in “Decoding the Marketing Strategy of Fashion Brands for Chinese Pan-Z Generation”,
This academic journal article discusses the marketing strategies of fashion brands targeting the Chinese Pan-
Z generation, which are young consumers growing up in the Internet age. Traditional fashion brands are
changing their marketing strategies to connect with these consumers while maintaining their brand equity.
The article analyzes the influencing factors of the Chinese market, identifies problems and opportunities for
fashion brands, and formulates a marketing strategy for the Pan-Z generation. It highlights the importance of
understanding social media and brand image for young Chinese consumers. The article also discusses the
rapidly evolving Internet environment in China, the importance of young people as key consumers, and how
the Internet is changing marketing rules. In addition, difficulties such as lack of awareness and asymmetric
brand messages, product homogenization, and the imbalance between brand style and local performance are
discussed. The article concludes by discussing the marketing trend of reshaping brand image to appeal to the
Pan-Z generation.
RESEARCH GAP
The study examines the digital marketing strategies of fashion stores for Generation Z. Generation Z tends to
avoid traditional social media platforms and is more attracted to online media, known as digital campfires.
Digital campfires offer more authentic and intimate online experiences and help to connect beyond the
mainstream. They love authenticity and transparency in products. They are more mobile, which gives them a
seamless mobile shopping experience. They care more about the environment and social issues when you
Archana. K, et al. / Kuey, 30(4), 3484 9268
show them that your product positively contributes to the world. In Generation Z, fashion is not just for
women, but also for men. They love to buy fashion brands without gender playing a role. Digital platforms
play a role in brand advertising. Regarding digital platforms, social media plays an important role in
marketing strategies. In another study, the author commented on the impact of fashion consumption on the
marketing strategies of Generation Z consumers.
OBJECTIVES OF THE STUDY
To gain knowledge of Gen Z's digital platform usage habits.
To understand Gen Z preferences and the influence of the fashion retail brand.
To identify Gen Z's perception of fashion retail brands and their marketing strategies.
RESEARCH METHODOLOGY
RESEARCH DESIGN: The research design is a detailed study plan using an appropriate sample.
SAMPLE AREA: The data sample was collected in digital form in the city of Chennai.
SAMPLE SIZE: The data was collected from 100 respondents.
SOURCE OF DATA:
PRIMARY DATA: A well-structured questionnaire was used to collect data from the respondents.
SECONDARY DATA: This is data that is already available. Information relevant to the study was also
collected from secondary sources such as journals, magazines, articles, and websites.
ANALYSIS AND DISCUSSION
TABLE 1 DEMOGRAPHIC VARIABLES
DEMOGRAPHIC NO. OF. RESPONDENTS PERCENTAGE
Age
Under 18 years 30 30%
18-24years 40 40%
25-30 years 30 30%
Total 100 100%
Gender
Male 40 40%
Female 60 60%
Total 100 100%
Educational Qualification
High School Diploma 4 4%
Bachelor’s Degree 35 35%
Graduate or Professional Degree 26 26%
Currently in high school 27 27%
Others (Research scholars) 8 8%
Total 100 100.00%
Occupation
Student 51 51%
Employed 22 22%
Unemployed 10 10%
Homemaker 10 10%
Others (Research scholar, Business) 7 7%
Total 100 100.00%
Monthly/ Family income
Below Rs.25000 41 41%
Rs.25000-Rs.50000 30 30%
Rs.50000-Rs.75000 14 14%
Rs.75000-Rs.100000 16 16%
Above Rs.100000 9 9%
Total 100 100.00%
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INTERPRETATION:
From this above table, the majority of the respondents 40% (40) belong to those under the age of 18-24
years, Female60% (60), Bachelor’s degree 35% (35), Student 51% (41), and 41% (41) belong to the income
level of Below Rs.25000.
TABLE 2 How many hours per day do you spend on digital devices [smartphones, tablets, computers]?
PARTICULAR NO. OF RESPONDENTS PERCENTAGE
Less than 1 hour 14 14%
1 - 2 hours 20 20%
2 - 3 hours 19 19%
3 - 4 hours 23 23%
More than 4 hours 24 24%
Total 100 100.00%
INTERPRETATION:
Table 2 shows that 24% (24) of the respondents spend more than 4 hours, 23% (23) spend 3-4 hours, and
20% (20) spend 1-2 hours on their digital platforms.
TABLE 3 How often do you engage with content from fashion retail brands on social media?
PARTICULAR NO. OF. RESPONDENT PERCENTAGE
Multiple times a day 44 44%
Once a day 15 15%
Several times a week 10 10%
Once a week 8 8%
Rarely 23 23%
TOTAL 100 100.00%
INTERPRETATION:
Table 3 shows that 44% (44) multiple times a day, 23% (23) rarely, and 15% (15) once a day spend their time
on social media searching fashion brands.
FINDINGS OF THE STUDY
This study aimed to know the impact of digital marketing strategies on Gen Z for fashion retail outlets. The
following are the major findings.
● Maximum number of respondents is under the age of 18-24 years (40%).
● The majority number of respondents were students (51%).
● 60% of the respondents were female.
● 24% of the respondents spend more than 4 hours on digital platforms.
● 44% of the respondents engage in social media platforms multiple times a day on fashion brands.
SCOPE FOR FURTHER RESEARCH
Digital marketing is one of the fast-growing markets where people spend many hours a day to find their
necessary products. The digital platform has to work more to know about the product's reliability and to
know the customer's preferences. Gen Z is the current youngest generation has different age groups but they
have a very major using digital platforms. Further researchers can research Gen Z in a detailed way.
CONCLUSION
We are currently living in the 21st century where digitization has become one of the major terms in the
marketing field. Gen Z is the type of generation that spends most of their time on mobile phones to know
about the things happening around them. so, the digital platform has become the target for the organization
to market their products to the end users of it. But this generation has more fashion sense and knows more
about the products available.
REFERENCES
1. Ella Bjerre (2022) “Fashion Consumerism: The Impact of Marketing Strategies on Generation Z
Consumers” Volume 11 Issue 3, pp: 1-17, ISSN: 2167-1907, Journal of Student Research.
2. R. Shankar (2024) “Generation Z versus Millennial purchase intentions: A comparative study based on
social media marketing strategies in India with respect to the fashion and beauty industry” pp: 1-10
https://doi.org/10.31893/multirev.2024127.
Archana. K, et al. / Kuey, 30(4), 3484 9270
3. Jiahui Wang (2020) “Decoding the Marketing Strategy of Fashion Brands for Chinese Pan‐Z Generation”
Volume 2 Issue 08, Scientific Journal of Economics and Management Research ISSN: 2688‐9323, pp: 115-
123.
4. Apurva Muralidhar, Dr. Anand Shankar Raja M, (2019) “Understanding the purchase intention
characteristics of Gen Y and Gen Z and introspecting the modern demand variables in the fashion
industry” Volume 10, Issue 12, International Journal of Scientific & Engineering Research ISSN 2229-
5518, pp:144-171.
