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Fast-Fashion Meets Social Networking Users: Implications for International Marketing Strategy
Abstract
With the emergence of e-commerce, the fast fashion industry has experienced a revolution in terms of its management and how it is marketed. Rapid advancements in internet-related infrastructures and services have propelled explosive growth in what is considered to be one of the fastest growing industries in the global economy. The future of fast fashion is now being influenced by advanced technologies. The growing role of online social media and networks in marketing has important implications for how consumers, channels, and companies interface. Shoppers harness social media and user-generated content to make key purchase decisions. This chapter contributes to the existing literature on the influence of digital marketing on fast fashion, and it provides a number of pertinent marketing recommendations in regard to the practice of apparel retailers.
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