bachelorThesis
Impact of fast fashion trends on consumer’s buying behavior, perspective from digital marketing on social networks
Autor
Caicedo Ibarra, Andrea Carolina
Institución
Resumen
The fast fashion phenomenon has gained strength in recent years to meet the accelerated demand of consumers. In Colombia, it has become evident that the entry of large mass-consumption fashion stores has changed consumer habits, as they encourage people to buy more frequently due to low prices and different sales models. This project will focus on the leading digital marketing strategies adopted by fast fashion companies, mainly in the creation of content, use of social networks, promotion and sales of products online, and how this influences customers' style preferences, consumer behavior, and purchase decision. This study aims to help emerging Colombian companies by providing them with a guide of good practices for their business growth through appropriate digital marketing strategies, especially on social networks