A Study On Digital Marketing Strategies For Gen Z In Fashion Retail Outlets In Chennai City.

Abstract

We live in an age in which everything is digitalized. Digital marketing plays an important role in the marketing department. It not only helps the manufacturer but also the end consumer of the product. With the help of social media, search engines, advertisements, social media influencers, other websites, etc., awareness is created for the launch of the product. Marketing strategies are developed to learn more about the customers' needs. This enables them to produce products according to the customers' requirements. A marketing mix is used for these processes: the popular 4’Ps products, price, place, and promotion. Generation Z is also known as Zoomers, Gen Z, or Post-Millennials. They are the second-youngest generation. They range in age from 12 to 27 and were born between 1997 and 2012. Generation Z grew up with the internet and digital technology from an early age and is also known as “digital natives.”. Fashion stores are the palaces where products are placed three to six months before purchase. The study aims to gain insights into Gen Z's usage habits on digital platforms, understand their preferences and influence on fashion retail brands, and identify their preferences for fashion retail brands and marketing strategies. This study applies quantitative and qualitative research approaches and reviews the existing literature. The data were collected through a questionnaire from 100 respondents.