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Social-Media-Marketing in der Bekleidungsbranche: Eine fiktive Fallstudie

Social-Media-Marketing in der Bekleidungsbranche: Eine fiktive Fallstudie

          
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About the Book

Fallstudie aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, IU Internationale Hochschule, Sprache: Deutsch, Abstract: Diese Fallstudie konzentriert sich darauf, die Social-Media-Marketing-Strategie des (fiktiven) Unternehmens Vous comptez zu optimieren, um erfolgreich im hart umkämpften E-Commerce-Markt zu bestehen. Die Zielgruppe sind digitale Natives zwischen 25 und 45 Jahren in Deutschland, unabhängig von ihrem Geschlecht. Ziel ist es, regelmäßige Besucher für den Online-Shop zu generieren und diesen als Einkaufsziel zu etablieren, wobei Zalando und H&M als führende Wettbewerber dienen. Die Studie umfasst eine Konkurrenzanalyse, eine SWOT-Analyse und strategische Handlungsempfehlungen zur Positionierung von Vous comptez auf dem Markt. Im Jahr 2022 erlebte der Online-Handel für Kleidung einen deutlichen Anstieg, was auf den wachsenden Einfluss des E-Commerce in der deutschen Modebranche hinweist. Statistiken zeigen, dass allein im Jahr 2020 ein Umsatz von rund 14,2 Millionen Euro durch den Online-Handel erzielt wurde, der bis 2021 auf 15,2 Millionen Euro und schließlich auf 16 Millionen Euro im letzten Jahr anstieg. Dieser Trend ist geprägt von intensivem Wettbewerb und einer starken Fokussierung auf Online-Verkaufskanäle. Eine Studie von McKinsey aus dem Jahr 2021 zeigte, dass der Online-Modeumsatz in Europa im Jahr 2020 um 23 Prozent wuchs, wobei die meisten Online-Käufer zwischen 18 und 45 Jahren waren. Seit Ausbruch der COVID-19-Pandemie greifen immer mehr Menschen auf Online-Verkaufskanäle zurück, um Kleidung und Accessoires zu erwerben. Auch Social Media hat in den letzten Jahren in der E-Commerce-Branche stark an Bedeutung gewonnen. Die Nutzung von Social-Media-Plattformen liegt weltweit im Durchschnitt bei 2,5 Stunden pro Tag, was sie zu einem attraktiven Medium für Mode-Unternehmen macht, um ihre Zielgruppe online anzusprechen und zu binden. Der steigende Online-Modeumsatz und die wachsende Präsenz der Bekleid


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Product Details
  • ISBN-13: 9783346952264
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Weight: 45 gr
  • ISBN-10: 3346952266
  • Publisher Date: 30 Sep 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine fiktive Fallstudie
  • Width: 148 mm


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