Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review

Esta es una investigación de alcance en donde se usó el método PRISMA para identificar los diferentes artículos y documentos necesarios que se utilizaran para poder analizar las diferentes estrategias de marketing que se están utilizando recientemente en el mundo de la moda. Se utilizan artículos si...

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Fecha de publicación:: 2024

Institución:: Universidad del Rosario

Repositorio:: Repositorio EdocUR - U. Rosario

Idioma:: eng

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dc.title.none.fl_str_mv	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
dc.title.TranslatedTitle.none.fl_str_mv	Análisis de las estrategias de marketing utilizadas en la industria de la moda en los últimos años, una revisión de alcance global
title	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
spellingShingle	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review Marketing Estrategias Industria de la moda Moda Consumidor Global Marketing Strategies Fashion industry Fashion Consumer Worldwide
title_short	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
title_full	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
title_fullStr	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
title_full_unstemmed	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
title_sort	Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review
dc.contributor.advisor.none.fl_str_mv	Robayo Pinzon, Oscar Javier
dc.subject.none.fl_str_mv	Marketing Estrategias Industria de la moda Moda Consumidor Global
topic	Marketing Estrategias Industria de la moda Moda Consumidor Global Marketing Strategies Fashion industry Fashion Consumer Worldwide
dc.subject.keyword.none.fl_str_mv	Marketing Strategies Fashion industry Fashion Consumer Worldwide
description	Esta es una investigación de alcance en donde se usó el método PRISMA para identificar los diferentes artículos y documentos necesarios que se utilizaran para poder analizar las diferentes estrategias de marketing que se están utilizando recientemente en el mundo de la moda. Se utilizan artículos sin limitación geográfica, es decir, encontramos artículos basados en diferentes países y continentes, lo cual ayuda a tener una visión más amplia del tema. Por otro lado se logra identifica un patrón de temas entre la información encontrada entre todos los artículos utilizados para hacer la revisión de alcance, por tanto se dividen los hallazgos de estrategias entre 4 temas, Social Media and E-Commerce, AI Introduction, Segmentation and Personalization and Sustainability.
publishDate	2024
dc.date.created.none.fl_str_mv	2024-12-12
dc.date.accessioned.none.fl_str_mv	2025-01-16T16:54:01Z
dc.date.available.none.fl_str_mv	2025-01-16T16:54:01Z
dc.date.embargoEnd.none.fl_str_mv	info:eu-repo/date/embargoEnd/2027-01-17
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dc.type.spa.none.fl_str_mv	Artículo
dc.identifier.doi.none.fl_str_mv	https://doi.org/10.48713/10336_44720
dc.identifier.uri.none.fl_str_mv	https://repository.urosario.edu.co/handle/10336/44720
url	https://doi.org/10.48713/10336_44720 https://repository.urosario.edu.co/handle/10336/44720
dc.language.iso.none.fl_str_mv	eng
language	eng
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dc.format.extent.none.fl_str_mv	49 pp
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dc.publisher.none.fl_str_mv	Universidad del Rosario
dc.publisher.department.none.fl_str_mv	Escuela de Administración
dc.publisher.program.none.fl_str_mv	Pregrado en Marketing y Negocios Digitales
publisher.none.fl_str_mv	Universidad del Rosario
institution	Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv	Amalanathan, S., & Reddy-Best, K. L. (2024). Modesty in business, bold in fashion: entrepreneurial experiences of U.S. Muslim women in niche fashion markets. Journal of Innovation and Entrepreneurship, 13(1). https://doi.org/10.1186/s13731-024-00420-5 Badhwar, A., Islam, S., Tan, C. S. L., Panwar, T., Wigley, S., & Nayak, R. (2024). Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry. In Sustainability (Switzerland) (Vol. 16, Issue 7). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/su16072738 Bhaik, A., Gupta, P. K., Siddiqui, M. K., & Morales-Menendez, R. (2022). Impact of COVID-19 on Societal Behavior via Twitter Analytics. Revista Argentina de Ciencias Del Comportamiento. Chalapathi, B., & Rajini, G. (2024). An Empirical analysis of the effect of user behavior based on marketing sustainable fashion. Salud, Ciencia y Tecnologia - Serie de Conferencias, 3. https://doi.org/10.56294/sctconf2024883 Chan, H. L., Kwok, Y. K., & Wong, S. M. (2022). Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprise. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-10-2021-0270 Chowdhury, N., Balaraman, P., & Liu, J. (2023). The evolution of B2B strategies in the rise of value co-creation and service management. Journal of Strategy and Management, 16(4), 708–732. https://doi.org/10.1108/JSMA-03-2023-0064 Dangelico, R. M., Alvino, L., & Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122010 Francisco, E., Fardos, N., Bhatt, A., & Bizel, G. (2021). Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing. International Journal of Marketing Studies, 13(2), 20. https://doi.org/10.5539/ijms.v13n2p20 Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case of fashion. In Sustainable Production and Consumption (Vol. 31, pp. 384–396). Elsevier B.V. https://doi.org/10.1016/j.spc.2022.03.004 Galante Amaral, J. H., & Spers, E. E. (2022). Brazilian consumer perceptions towards second-hand clothes regarding Covid-19. Cleaner and Responsible Consumption, 5. https://doi.org/10.1016/j.clrc.2022.100058 García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., Mejía Henao, P. A., & Olaya Molano, J. C. (2022). Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14106302 Haddaway, N. R., Page, M. J., Pritchard, C. C., & McGuinness, L. A. (2022). PRISMA2020: An R package and Shiny app for producing PRISMA 2020-compliant flow diagrams, with interactivity for optimised digital transparency and Open Synthesis. Campbell Systematic Reviews, 18(2), e1230. https://doi.org/10.1002/CL2.1230 Jiménez-Marín, G., Galiano-Coronil, A., & Tobar-Pesántez, L. B. (2022). Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management. Corporate Governance (Bingley), 22(3), 506–520. https://doi.org/10.1108/CG-05-2021-0187 Ladino Marín, P. C. (2022). Tendencias de la investigación en marketing digital en revistas de alta calidad científica y editorial de la región América Latina y el Caribe. Punto de Vista, 13(20), 28–35. https://doi.org/10.15765/pdv.v13i20.3449 Li, L. (2023). Fast fashion: business models and strategies for adapting to the COVID-19 crisis. Journal of Fashion Marketing and Management, 27(3), 452–469. https://doi.org/10.1108/JFMM-04-2022-0077 Luong, V. H., Tarquini, A., Anadol, Y., Klaus, P., & Manthiou, A. (2024). Is digital fashion the future of the metaverse? Insights from YouTube comments. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103780 Mao, J., Xu, X., Han, J., & Ko, E. (2024). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2023-0946 Margalina, V. M., Jiménez-Sánchez, Á., & Cutipa-Limache, A. M. (2024). PLS-SEM for online shopping intention in the fashion sector in Ecuador. Retos(Ecuador), 14(27), 97–109. https://doi.org/10.17163/ret.n27.2024.07 Marín-Dueñas, P. P., & Simancas-González, E. (2024). Analysis of the effectiveness of influencer marketing in the fashion industry. European Public and Social Innovation Review, 9. https://doi.org/10.31637/epsir-2024-340 Nilmini Bhagya, K. P., Medagedara Karunaratne, P. V., Ranathunga, G. M., & Ranaweera, A. (2024). Fashion niche market strategies: a systematic literature review. In Journal of Fashion Marketing and Management. Emerald Publishing. https://doi.org/10.1108/JFMM-06-2024-0228 Ong, A. K. S., Cleofas, M. A., Prasetyo, Y. T., Chuenyindee, T., Young, M. N., Diaz, J. F. T., Nadlifatin, R., & Redi, A. A. N. P. (2021). Consumer behavior in clothing industry and its relationship with open innovation dynamics during the covid-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 7(4). https://doi.org/10.3390/joitmc7040211 Ozuem, W., Willis, M., Howell, K., Ranfagni, S., & Rovai, S. (2024). Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory. Internet Research, 34(3), 784–809. https://doi.org/10.1108/INTR-07-2022-0580 Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. In The BMJ (Vol. 372). BMJ Publishing Group. https://doi.org/10.1136/bmj.n71 Puspita, H., & Chae, H. (2021). An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry. Journal of Global Fashion Marketing, 12(2), 133–145. https://doi.org/10.1080/20932685.2020.1853584 Ruiz Viñals, C., Gil Ibáñez, M., & Del Olmo Arriaga, J. L. (2024). Metaverse and Fashion: An Analysis of Consumer Online Interest. Future Internet, 16(6). https://doi.org/10.3390/fi16060199 Shankar, R. (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. Multidisciplinary Reviews, 7(7). https://doi.org/10.31893/multirev.2024127 wei, L., Hong, Y., & Zeng, X. (2023). Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-09-2023-0232
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spelling	Robayo Pinzon, Oscar Javier3b31969e-177c-4958-b774-2f23b68d5fe1-1Reinoso Triana, Sara AngélicaProfesional en Marketing y Negocios Digitales9bc433af-474e-485b-85bf-1f6f321d1b29-12025-01-16T16:54:01Z2025-01-16T16:54:01Z2024-12-12info:eu-repo/date/embargoEnd/2027-01-17Esta es una investigación de alcance en donde se usó el método PRISMA para identificar los diferentes artículos y documentos necesarios que se utilizaran para poder analizar las diferentes estrategias de marketing que se están utilizando recientemente en el mundo de la moda. Se utilizan artículos sin limitación geográfica, es decir, encontramos artículos basados en diferentes países y continentes, lo cual ayuda a tener una visión más amplia del tema. Por otro lado se logra identifica un patrón de temas entre la información encontrada entre todos los artículos utilizados para hacer la revisión de alcance, por tanto se dividen los hallazgos de estrategias entre 4 temas, Social Media and E-Commerce, AI Introduction, Segmentation and Personalization and Sustainability.This is scoping research where the PRISMA method was used to identify the different articles and documents necessary to be used to analyze the different marketing strategies that are being used recently in the fashion world. Articles without geographical limitations are used, that is, we find articles based on different countries and continents, which helps to have a broader view of the topic. On the other hand, a pattern of topics is identified among the information found in all the articles used to do the scoping review, therefore the strategy findings are divided into 4 topics: Social Media and E-Commerce, AI Introduction, Segmentation and Personalization and Sustainability.49 ppapplication/pdfhttps://doi.org/10.48713/10336_44720https://repository.urosario.edu.co/handle/10336/44720engUniversidad del RosarioEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAttribution-NonCommercial-ShareAlike 4.0 InternationalRestringido (Temporalmente bloqueado)http://creativecommons.org/licenses/by-nc-sa/4.0/http://purl.org/coar/access_right/c_f1cfAmalanathan, S., & Reddy-Best, K. L. (2024). Modesty in business, bold in fashion: entrepreneurial experiences of U.S. Muslim women in niche fashion markets. Journal of Innovation and Entrepreneurship, 13(1). https://doi.org/10.1186/s13731-024-00420-5Badhwar, A., Islam, S., Tan, C. S. L., Panwar, T., Wigley, S., & Nayak, R. (2024). Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry. In Sustainability (Switzerland) (Vol. 16, Issue 7). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/su16072738Bhaik, A., Gupta, P. K., Siddiqui, M. K., & Morales-Menendez, R. (2022). Impact of COVID-19 on Societal Behavior via Twitter Analytics. Revista Argentina de Ciencias Del Comportamiento.Chalapathi, B., & Rajini, G. (2024). An Empirical analysis of the effect of user behavior based on marketing sustainable fashion. Salud, Ciencia y Tecnologia - Serie de Conferencias, 3. https://doi.org/10.56294/sctconf2024883Chan, H. L., Kwok, Y. K., & Wong, S. M. (2022). Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprise. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-10-2021-0270Chowdhury, N., Balaraman, P., & Liu, J. (2023). The evolution of B2B strategies in the rise of value co-creation and service management. Journal of Strategy and Management, 16(4), 708–732. https://doi.org/10.1108/JSMA-03-2023-0064Dangelico, R. M., Alvino, L., & Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122010Francisco, E., Fardos, N., Bhatt, A., & Bizel, G. (2021). Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing. International Journal of Marketing Studies, 13(2), 20. https://doi.org/10.5539/ijms.v13n2p20Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of sustainability marketing: The case of fashion. In Sustainable Production and Consumption (Vol. 31, pp. 384–396). Elsevier B.V. https://doi.org/10.1016/j.spc.2022.03.004Galante Amaral, J. H., & Spers, E. E. (2022). Brazilian consumer perceptions towards second-hand clothes regarding Covid-19. Cleaner and Responsible Consumption, 5. https://doi.org/10.1016/j.clrc.2022.100058García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., Mejía Henao, P. A., & Olaya Molano, J. C. (2022). Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14106302Haddaway, N. R., Page, M. J., Pritchard, C. C., & McGuinness, L. A. (2022). PRISMA2020: An R package and Shiny app for producing PRISMA 2020-compliant flow diagrams, with interactivity for optimised digital transparency and Open Synthesis. Campbell Systematic Reviews, 18(2), e1230. https://doi.org/10.1002/CL2.1230Jiménez-Marín, G., Galiano-Coronil, A., & Tobar-Pesántez, L. B. (2022). Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management. Corporate Governance (Bingley), 22(3), 506–520. https://doi.org/10.1108/CG-05-2021-0187Ladino Marín, P. C. (2022). Tendencias de la investigación en marketing digital en revistas de alta calidad científica y editorial de la región América Latina y el Caribe. Punto de Vista, 13(20), 28–35. https://doi.org/10.15765/pdv.v13i20.3449Li, L. (2023). Fast fashion: business models and strategies for adapting to the COVID-19 crisis. Journal of Fashion Marketing and Management, 27(3), 452–469. https://doi.org/10.1108/JFMM-04-2022-0077Luong, V. H., Tarquini, A., Anadol, Y., Klaus, P., & Manthiou, A. (2024). Is digital fashion the future of the metaverse? Insights from YouTube comments. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103780Mao, J., Xu, X., Han, J., & Ko, E. (2024). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2023-0946Margalina, V. M., Jiménez-Sánchez, Á., & Cutipa-Limache, A. M. (2024). PLS-SEM for online shopping intention in the fashion sector in Ecuador. Retos(Ecuador), 14(27), 97–109. https://doi.org/10.17163/ret.n27.2024.07Marín-Dueñas, P. P., & Simancas-González, E. (2024). Analysis of the effectiveness of influencer marketing in the fashion industry. European Public and Social Innovation Review, 9. https://doi.org/10.31637/epsir-2024-340Nilmini Bhagya, K. P., Medagedara Karunaratne, P. V., Ranathunga, G. M., & Ranaweera, A. (2024). Fashion niche market strategies: a systematic literature review. In Journal of Fashion Marketing and Management. Emerald Publishing. https://doi.org/10.1108/JFMM-06-2024-0228Ong, A. K. S., Cleofas, M. A., Prasetyo, Y. T., Chuenyindee, T., Young, M. N., Diaz, J. F. T., Nadlifatin, R., & Redi, A. A. N. P. (2021). Consumer behavior in clothing industry and its relationship with open innovation dynamics during the covid-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 7(4). https://doi.org/10.3390/joitmc7040211Ozuem, W., Willis, M., Howell, K., Ranfagni, S., & Rovai, S. (2024). Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory. Internet Research, 34(3), 784–809. https://doi.org/10.1108/INTR-07-2022-0580Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. In The BMJ (Vol. 372). BMJ Publishing Group. https://doi.org/10.1136/bmj.n71Puspita, H., & Chae, H. (2021). An explorative study and comparison between companies’ and customers’ perspectives in the sustainable fashion industry. Journal of Global Fashion Marketing, 12(2), 133–145. https://doi.org/10.1080/20932685.2020.1853584Ruiz Viñals, C., Gil Ibáñez, M., & Del Olmo Arriaga, J. L. (2024). Metaverse and Fashion: An Analysis of Consumer Online Interest. Future Internet, 16(6). https://doi.org/10.3390/fi16060199Shankar, R. (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. Multidisciplinary Reviews, 7(7). https://doi.org/10.31893/multirev.2024127wei, L., Hong, Y., & Zeng, X. (2023). Exploring the influence of content marketing strategies on the expansion of the fashion second-hand market: a theoretical prediction study. 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Analysis of the marketing strategies used in the fashion industry in recent years, a worldwide scope review

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