Adapting Digital Strategies to a New Era

Abstract

Fashion brands are continuously reinventing themselves to adapt their business strategies to emerging markets. In this paradigm, digital marketing becomes an essential tool for communication to the target audiences online. In digital ecosystems, a new way of sharing information is taking place in which brands interact with users to increase engagement and brand awareness. Accordantly, the objective of the present study is to explore what is the evolution of digital marketing and how it has affected the strategies applied by fashion brands on digital ecosystems after the COVID-19 pandemic. The research develops a Delphi method with the participation of seven fashion digital marketing experts, whose conclusions and analysis of results will allow future research to be linked to the objectives of the research. The results propose and discuss nine future directions and four research proposals focused on digital marketing in the fashion industry. In the future, these proposals may be used by research or fashion marketers as a starting point for future research studies and practice.