Role of digital marketing in apparel retail industry

Abstract

The Indian textiles and apparel industry is among the largest producers of apparel and textiles globally and was valued at US$ 100 billion in FY19. It contributes to 2% of India's GDP. The textiles and apparel industry is majorly categorized into two segments - yarn and fiber and processed fabrics and apparel which is dominated by global players. There is also an anticipated increase in demand by 12% CAGR till 2025 essentially driven by a rise in disposable income and policy intervention. [1] In the era of digitization, where digital transformation is the talk of the hour in every industry, we have chosen the apparel retail industry and aim to understand the impact that digital marketing has created for some of the leaders in the industry. In the current times, specially post covid-19, where digital seems to be the next big thing, we feel it is imperative for retail (apparel) players to know the way to play in digital marketing. Based on our market research analysis we have concluded that Search Engine Optimisation, E-mail Marketing and Influencer Marketing are going to be the essential digital marketing tools to increase online sales in the post Covid-era. We thus recommend Domestic Apparel Players to re-shape their marketing strategy and start prioritizing digital marketing initiatives.