Business startups experience the challenges of brand identity and recognition in the market. The fashion industry is saturated by authentic and well-illustrated brands competing on the global platform. Notably, global products like Gucci, Prada, and Dior, have created a niche in the market for several years (Nambisan, Siegel, & Kenney, 2018). To ensure that startups in the fashion industry compete for a considerable market space, they employ strategies that create awareness on the global platform. For new designers to be acknowledged in the market, they must compete favorably with popular brands and command a segment of the market space.
Digital technology and social media approaches have the propensity to accelerate brand identity for new entrants in the fashion industry. Bassano, Gaeta, Piciocchi, and Spohrer (2017) explain that for new designers to manage a niche in the market, it is necessary to exploit opportunities and make their products visible through pictures, video, and animation on the digital platform. Therefore, startups can create popular demand by utilizing digital platform opportunities to market their ideas.
Overall Aim of the Research
The aim of the research is to ascertain the extent to which the use of digital technology and social media systems can accelerate band identity and product recognition for startups.
Methodology of the Research
The research will apply a qualitative approach. The method will assist the researcher to investigate the research question through available literature reviews, such publications as books and peer-reviewed journal for its secondary data. The primary data will be collected from a controlled population using surveys and self-administered questionnaires. The data will be analyzed using statistical tools such as SPSS. The findings will be presented and tested against the research and ascertain the extent of agreement or disagreement.
Bassano, C., Gaeta, M., Piciocchi, P., & Spohrer, J. C. (2017). Learning the models of customer behavior: from television advertising to online marketing. International Journal of Electronic Commerce, 21(4), 572-604.
Nambisan, S., Siegel, D., & Kenney, M. (2018). On open innovation, platforms, and entrepreneurship. Strategic Entrepreneurship Journal, 12(3), 354-368.