Assignment 1

A Descriptive Study of Social Media Marketing & Traditional

Media in the IRISH Apparel/Fashion Industry

Name of the Student:

Registration Number:

GRIFFITH COLLEGE DUBLIN

2019-2020
 SECTION 1

INTRODUCTION
Social Media is the trend. And for groups it represents an advertising opportunity that transcends
the traditional intermediary and connects companies at once with customers. This is why nearly
every business on the planet—from giants like Starbucks and IBM to the nearby ice cream store
—are exploring social media advertising and marketing tasks. A year in the past, organizations
had been unsure about social media. Now it is here to live and agencies are unexpectedly
adopting social media marketing. Much like electronic mail and web sites first empowered
agencies, social media is the next advertising and marketing wave. Social media advertising and
marketing is advertising the usage of on line groups, social networks, blog advertising and
greater. It's the contemporary "buzz" in advertising. India is probably the various first proponents
of social media marketing. These days, the organizational motive has replaced the social purpose
as organizations are searching for to interact with their target audience thru the web structures.

The explosion of social media phenomenon is as mindboggling as that and the pace at which it's
miles developing is exasperating. Trust and goodwill are the idea of social networking, and
through advertising within the realm of social media those fundamental notions need to be
adhered. It is probably the best advertising platform that encourages fool proof communication
and accountability amongst dealers in addition to customers. Global companies have identified
Social Media Marketing as a capacity advertising and marketing platform, utilized them with
innovations to energy their advertising and marketing campaign with social media advertising.

The which means of the term ‘social media’ may be derived from phrases which represent it.
Media typically refers to advertising and the conversation of thoughts or information thru
publications/channels. Social implies the interaction of individuals within a group or network.
Taken together, social media simply refers to communique/e-book structures that are generated
and sustained by means of the interpersonal interaction of people thru the specific medium or
tool. Wikipedia has a well-known definition of the term: Social Media is the democratization of
data, reworking human beings from content material readers into content material publishers. It
is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations
between authors, human beings, and friends.
Social media:

Social media is enticing with purchasers online. According to Wikipedia, social media is net-
based absolutely gadget for sharing and discussing records among human beings. Social media is
all about networking and networking in a manner that espouses take delivery of as real with
amongst events and corporations concerned. Any net web page which lets in character to
percentage their content fabric, opinions, perspectives and encourages interplay and network
constructing may be labeled as a social media. Some famous social media web sites are:
Facebook, YouTube, Twitter, Digg, MySpace, StumbleUpon, Delicious, Scribd, Flickr and
plenty of others.

Social media is the medium to socialise. They use internet-primarily based technology to brief
disseminate understanding and information to a big wide shape of clients. They permit advent
and trade of purchaser-generated content material material cloth. Facebook, Twitter, Hi5, Orkut
and tremendous social networking websites are collectively referred social media. Social media
represents low-price system which is probably used to mix generation and social interaction with
the usage of phrases. These devices are normally internet or mobile based like Twitter,
Facebook, MySpace and YouTube.

There are two benefits of social media that are important to businesses, they include:

 Cost reduction by decreasing staff time.

 Increase of probability of revenue generation.

Social media enables companies to:

 Share their expertise and knowledge.

 Tap into the wisdom of their consumers.
 Enables customers helping customers
 Engages prospects through customer evangelism
Thus, the benefits of social media include: brand reach and awareness, consumer interactions
through transactions, referrals and reputation management.

Social media’s function in branding

More than ever earlier than, a business enterprise's photograph is impacted via what customers
are saying about it online. Blogs, search engines like google and yahoo like google and yahoo
like google and yahoo, and social media web sites have a strong impact on public opinion.
Unlike the past in which advertisers need to push their brand messages to consumers, the manage
has flipped and clients are actually driving the belief of producers. Considering that, on-line
networking can allow advertisers have interaction with customers and wind up engaged with the
discussions taking area approximately their logo.

The Harpoon Brewery—certainly one of my preferred brewers in the Boston place—is an

extraordinary case of an enterprise doing precisely that. They have a Facebook web page, and
inform most of the people in their fanatics approximately the accessibility of their occasional
blends and any happenings at their wonderful areas. Their Facebook internet web page permits
one of a kind Harpoon fanatic to talk with each special and communicate about topics of
intrigue. This is a splendid case of approaches you may assist your logo and bring together your
consumer base thru certainly interfacing with customers.

How search contributes

But this concept also applies to natural are seeking for. How so? Advertisers can take benefit of
it as a technique to construct brand attention on key terms which can be crucial to their audience.
The key to achievement for this channel is making connecting and properly timed content cloth
material centered round key terms are massive on your enterprise company.

The Gatorade G advertising and marketing campaign from this past wintry climate is a notable
case of how advertisers can make use of are seeking for in this way. Perhaps you consider the
black and white classified ads that featured famous athletes? As their pics silently scrolled
sooner or later of the show, an unseen announcer asked “What is G?”

When I came for the duration of the advert, I had no clue what it has become about, so the
number one issue I did became look for that key-phrase word. I speedy decided a natural listing
from an advertising e-book on the campaign, a YouTube list of the industrial corporation, and
PPC commercials from Gatorade. This is an effective case of the way advertisers can use inquiry
to boost their offline promoting to increase their brand presence.

Search and social networking can be very compelling intends to allow brand. To high-quality
profits on all that they have got to offer because of this, take after the ones guidelines: Create
appealing content material. You need to have content material to your internet site that clients
will connect to. This will preserve them returning for your net web page on-line, and additionally
make bloggers and location owners extra adept to hyperlink to it. The extra hyperlinks that you
have pointing in your internet net site, the more likely you could rank especially inside the most
important search engines like google and yahoo like google and yahoo. Create well timed
content fabric cloth. You have to have content material cloth this is commonly up to date and
relative to what's happening proper now. Understanding what topics your customers are
interested by, after which shaping your content material method round to help you get in front of
customers which may be looking on those terms and surely nicely timed keywords.

Encourage individual interaction. Whether it's a dialogue board or a blog commentary section,
permitting customers to speak approximately your emblem will not simplest provide you with a
firsthand test what you are doing properly and what desires to be advanced, however it will
moreover offer you with content that is in fact optimized to key terms that clients partner
together along with your brand. Update frequently and frequently. Your social media retailers
need to be continuously updated in an effort to provide that regular branding message. The
updates should be relevant and be a manner to start a conversation amongst your customers.
Listen in your customers. Read your followers’ posts to appearance what is being said about your
brand. If the remarks are terrific, bear in thoughts methods to sell these items to ability clients. If
they're horrible, check them objectively and decide out how subjects may be advanced. Promote
your social marketing campaign. Remember this vintage saying: “If a tree falls within the woods
and no person is spherical to pay attention it, does it make a valid?” If no one is aware of
approximately your social media marketing campaign it has no impact. Be wonderful to sell it in
your net internet web page and through first rate marketing campaigns. Ultimately, emblem
building calls for efforts across many unique advertising and marketing channels, along with are
attempting to find and social media. Smart marketers will leverage the 2 to enhance their brand
and interact with their clients.

Social media embody communication feasible at some point of all the forms of social groups on
line. Social-media groups consist of forums, digital worlds, social information corporations,
social opinion-sharing net web sites, and social networks. Social networks are constructed
around net site structures that allow contributors to increase identity profiles, have interaction
with exclusive members, and participate in numerous internet site sports activities. Social
networks are 2D environments with identification instance restrained to as a minimum one's
profile in preference to through visually particular avatars common to digital worlds. Although
interactions with others can apparently approximate synchronous real-time communication, the
messaging form is static rather than dynamic. Networks may be concept of as application-based
totally gear. They are an elegant but amusing way to prepare content material, socialize, and sell
one's self-identity.
 SECTION 2

AIM AND OBJECTIVES OF THE STUDY

STATEMENT OF THE PROBLEM

Irish marketers are still apprehensive about the use of social media alone as a tool of marketing
communications (Rishi, 2011). Irish marketers feel comfortable to use social media along with
appropriate combination of traditional media- but not alone. Fashion Industry in Ireland has also
not fully utilized social media to its optimal extent. The present study will undertake a
comparative analysis between traditional media and social media as a tool of marketing
communications.

OBJECTIVES OF THE STUDY

 To undertake a comparative analysis between traditional media and social media as a tool
of marketing communications in the Irish Apparel/Fashion Industry.
 To study the effectiveness and implementation of social media marketing for Fashion
Industry.
 To study how social media can be useful for Apparel Industry in Ireland.
 To compare and contrast social media marketing to traditional marketing

BACKGROUND OF THE RESEARCH OBJECTIVE

While traditional marketing remains powerful, it’s no longer the only manner to make your
product popular among your goal market. Today, generation has grown and is permitting
organizations to hook up with their target audience like in no way in advance than. Which is why
it’s critical to bear in mind the drawbacks of conventional marketing in advance than making an
investment in it.

Digital advertising or on-line marketing and advertising refers back to the advertised associated
artwork that a commercial organisation does thru the Internet or a virtual tool which includes a
cell smartphone. Any commercial enterprise (irrespective of its length) can leverage virtual
marketing to obtain out to their goal marketplace, hook up with potentialities and convert more
of them into customers/clients. Everything from seek engine advertising to Facebook marketing
comes beneath virtual advertising and marketing and advertising. And we provide an array of
digital advertising services right here at LYFE. Feel loose to test them out and spot which ones is
probably pleasant on your industrial organization.

The purpose why digital advertising is critical for a business enterprise nowadays is due to the
fact the Internet is becoming one of the maximum used tools. More and greater human beings are
logging at the net to perform them on a daily basis sports, which incorporates buying items and
offerings.

SCOPE OF THE STUDY

The scope of the study is limited to comparative analysis between traditional media and social
media as a tool of marketing communications in the Irish Apparel/Fashion Industry.

LIMITATIONS OF THE SUDY

The study is confined to only limited area so that the results cannot be generalized.
Respondents may give biased answer to the Questions.
The study is conducted in limited span of time.
This study is restricted to customers only.
Quality of information is based on the degree of brand awareness among customer.
RESEARCH QUESTIONS

1. What are traditional forms of advertising and what interactions and content do companies
convey over these channels?
2. How is social media and its content related to traditional forms of advertisement?
3. What are the current and future trends of social media used by individual users and
companies and how can companies adapt or use user trends?
 SECTION 3

REVIEW OF LITERATURE
According to M2PressWIRE (2011) Social Media has come to be the hottest fashion inside the
fashion Industry. The repute & uptake of the manufacturers on the social networking net sites is
growing at a short tempo. In the beyond year majority of the brands have doubled their following
at the social networking sites. According to the present day-day studies thru digital research, one
of the outstanding and primary corporation of virtual market studies shows that the presence of
fashion shops at the social networking internet website online has extensively grown in
comparison to every other fashion retail sectors.

Qualman (2009) concluded that Young adults are electricity customers of social media internet
sites. They interact themselves with their desired fashion manufacturers via those on-line
platforms and do not forget their opinions about manufacturers important. According to “Young
Adult Revealed” a worldwide survey modified into done on 12603 humans from 18 to 24 years
vintage among 26 international locations to find out how an entire lot teens engage on-line with
brands each day. The stop result suggests 28% talked about brand on a dialogue discussion
board, 19% brought emblem related content material fabric to their homepage on preferred social
web sites.

Stephenson (2009) concludes that during Accordance to a public family contributor’s director
for Betsey Johnson “Agatha Szczepaniak” the social media internet site in particular Twitter is
considered as an opportunity to get access to customers. They have truly come to be the human
voice for the brand and may be used totally loose marketing. Fashion Couture houses, designers
and retailers in a try to form their emblem personalities on actual-time worldwide online
structures are tweeting, blogging & updating their profiles on normal basis. The designers are the
use of social media to position up movies, commercials, in the returned of the scene and rancid
display images and style shows which serves to be human voice for the brand.
(Stephenson,2009). Fashion houses, brands and shops are the usage of social media structures for
facilitating actual time and actual relationships with clients. Chief Executive Officer of Oscar de
l. A. Renta Alex Bolen says, “It gives a sense to the customers as if they will be part of the
brand’s complete family, and therefore the brand itself, (and) the interactive detail similarly
decorate that relationship. (Stephenson, 2009). Social media platforms provide a bonus that
“gives manufacturers an opportunity to be part of discussions about their very personal
companies”. These social networking platforms consisting of face e-book’s release of an
enterprise page create a strong emblem gain (in which) the employer is within the center of a
joint conversation with its consumer. Social media offers designers the energy over liberating
their new appears and designs in a representation insightful of its reliability and imaginative and
prescient. (Stephenson, 2009).

According to Ziv.Y (2010) The Fashion Industry is deeply rooted in conventional commercial
organization practices. The reliability and dependability of virtually all components of the
fashion company is specially on people and now not on the machines which includes the whole
lot from the couture designs to marketing and the purchasing for manner. But now with the use
of social media the fashion manufacturers can rely extra at the virtual era than the people which
is virtually heaps faster medium of making logo cognizance amongst customers and to expect
style behaviors.

Social media has emerged as one of the maximum famous stylish gear which creates hyperlink
amongst logo and the patron. This hyperlink now not only gives boom to the purchase reason but
it additionally will increase the oral communication. In addition to this social media may be very
useful in projecting the brands image inside the minds of nicely informed and conscious
purchasers. (Apparel Magazine,2010).

Sanand (2011) concludes that The Fashion Industry is welcoming social media because it is not
only an advertising and marketing approach but it additionally observes and anticipates the style
behaviour. According to Lee (2009) The graduation of style bloggers, has a large effect on the
fashion enterprise. It has added an exchange within the entire component from printing to
publishing and the way producers market themselves online. The famend fashion manufacturers
and designer inclusive of Dolce & Gabanna, Burberry, Alexander McQueen, alongside major
style magazines together with Vogue and Elle, mentioned wonderful style bloggers along with
Gala Darling, Tavi, Scott Schuman of the ‘Sartorialist’ and Garance Dore. With their hooked up
network of followers, the fashion organization has taken be aware with the aid of asking for
those bloggers to cooperate in style format collaborations and receive seats at the front row in the
worldwide fashion week. (Lee, 2009). The company of corporations-social media forums, tweets
and blogs, stimulate communique among brands and their customers. Where social networking
web web sites which encompass face e-book and twitter have emerged as the most valuable and
precious equipment for producers to have a take a look at consumer’s response and present real
time client carrier inside the fashion enterprise. (Lee, 2009)

According to Noricks (2010) Fashion marketing participants of the circle of relatives and PR
experts and experts assist apparel agencies and retail shops installation and preserve a pleasing
civic photo.” Fashion advertising promotions and PR techniques for designers and brands
consists of: working with the media, an acquaint media kit with packaged set of promotional
substances along with images and history substances, scheduled media tours/table facets, movie
megastar credit vending, style occasions which incorporates the data regarding runway shows
and fashion week and sales appointments. Fashion designers, shops and promising stylists-all
elements of the style enterprise had been estranged in advance than the emergence and use of
social media. The installed order of “principal shops and types “is the result of virtual PR traits”
and the “alteration among producers and publishers. (Noricks, 2010). Just the manner “brands
are designing their non-public magazines, “the publishers are the use of their online structures to
express their reviews (i.e. Editorialize) retail. Social media systems serve as an interactive
medium for even style information coverage and are not taken into consideration as an addition
to the print magazines. The individuals of social networking web sites have become the “new
experts” of the enterprise. (Noricks, 2010).

Prabhakar (2010) concludes that by manner of allowing most people at the back of the style
influencer show display screen, (designers) are actually connecting to an exclusively fresh
spectator. The social media systems permit designers “to experience the four hundred million
face e-book users and greater than 22 million Twitters clients,” it really is helpful in imparting
advertising and advertising capabilities which can't be sold from advertising and marketing
budget.

According to Phillips (2008) we people are multifaceted aggregate of private and social selves
and the interconnections provided through the usage of social media supply us a convincing
platform. “In organization with the Philips’s factor of view of social media, fashion
manufacturers and designers use an equation of on-line systems to offer the customers and
clients with a judgment on the distinct views that formulate a logo technique, they not simplest
tweet and replace approximately their collections and garments however also approximately their
private parties, holidays and except this they also percent their personal photograph via social
networking web sites.

Bourne (2010) concluded that social media platforms provide growing stylists, bloggers and
designers a style outlet that has a global reach. “Social media is fashion’s latest Muse,” a piece of
writing from “Forbes.Com,” mentioned that social networking internet websites as a threat for
specialized boom and appreciation for growing designers, stylists and bloggers. (Bourne,2010).
Social networking websites and retailers are the use of social media structures as a foundation for
exploring ability style designers. A former fashion editor, Daria Shualy, “launched the internet
web site “Sense of Fashion” which have become mostly based on the basis of assisting
(unbiased) designers sell their (designs) and to offer higher verbal exchange with customers and
clients. (Bourne, 2010)

According to DiMauro (2011) social media in the fashion company is helping the improvement
of “social fashion,” in which understanding is applied to useful resource art. Fashion bloggers
and freelance stylists are considered as an essential a part of emblem’s marketing and
promotional strategies.

According to Olivier (2008) at the same time as shopping online, the clients are at ease in
shopping for the goods from retail web sites they're capable of agree with. Social media has
added sparkling and revolutionary elements into the internet buying enjoy and is probably
catalyst for added income, giving manufacturers and shops an possibility to location their
products in the front on lots of ability clients in a acquainted and without difficulty handy
surroundings .The social networking systems have a much broader reap to the ability customers
and goal market, the customizable and accommodating interface of the networking internet web
sites is brought to them as a really perfect platform to cater a larger no of target market and for
expansion of business agency in an interactive surroundings. (Olivier, 2008).

Michault (2009) concluded that a perfect example of the have an effect on and effect of social
media grow to be all through a round of favor indicates in 2009.Just with the aid of 1 tweet from
Lady Gaga so many humans clicked on the live streaming of Alexander McQueen’s fashion
display which brought on the site’s server to crash.

According to Morrissey (2010) to promote its Poppy line of low cost however highly-priced
fashion apparel the logo Coach decided to run a social media marketing campaign. When the
street became launched once more in 2009 Coach banked on face e-book and tapped into its fan
base. All the face ebook fans have been given a gift on their go to the Coach store. (Morrissey,
2010)

SECTION 4

CONCEPTUAL FRAMEWORK
What Is Traditional Marketing?

Traditional advertising and marketing refers to any shape of vending, advertising and marketing
and advertising or advertising marketing campaign that has been in use by means of
organizations for years, and that has an examined fulfillment fee. Methods of conventional
advertising can encompass print advertisements, such as newsletters, billboards, flyers and
newspaper print advertisements. Other types of conventional advertising consist of television
spots or advertisements, similarly to radio spots advertising and advertising and marketing a
enterprise, services or products.

Techniques of Traditional Marketing

Direct Mail

Direct-mail advertising and marketing creates attention of a product thru postcards, brochures,
letters and fliers sent via mail. Direct mail is referred to as a centered sort of advertising method
due to the reality statistics is dispatched to a specific goal market. However, direct-mail
advertising can be expensive as a commercial enterprise incurs layout and printing prices in
addition to postage prices to gain its aim.

Print

Print marketing includes marketing and advertising products and services thru newspapers and
magazines. Print advertising and advertising and marketing is a mass-advertising and marketing
and region of interest-advertising approach. As a mass-advertising technique, posted
advertisements attain distinct commands of humans, who would possibly or won't have an
interest in the product. In magazines, print advertising reaches out to the niche market that reads
the magazine, which incorporates ladies, fathers, teens or car fanatics.

Broadcast

Television and radio are conventional avenues although extensively used. Broadcast marketing
reaches a big target audience interior a confined time body. Television classified ads moreover
carry authenticity and realism to a product as humans can see how the product works. However,
broadcast messages have a shorter lifespan as compared with revealed messages. Additionally,
marketing via t.v. and radio is dearer, as compared with different styles of conventional
advertising and advertising and marketing.

Referral

Referral advertising, also referred to as word of mouth, is predicated on clients to spread

information approximately products or services. Referral isn't always a strategic or planned
advertising and marketing and advertising activity, however it'd help a commercial enterprise
construct a devoted purchaser base. It additionally prices close to no longer something for the
commercial corporation. However, a commercial agency should not rely inside the major on
referral marketing; it must combine this with the alternative sorts of advertising and marketing to
reach a mile’s broader goal marketplace.

Billboards

Billboards are some of the largest forms of conventional advertising. Many exist on the interstate
to lure vacationers to save you alongside their journeys. These advertisements need to be brief
and without a doubt seen to have an effect. It is also crucial for the billboards to be positioned in
an area that receives pretty some visitors, as well as in an affordable proximity to the industrial
corporation.

Newspapers

Newspapers are one of the oldest regions in which to vicinity classified ads. With new variations
every day, in most times, this makes it more over the maximum disposable kind of advertising.
The effect ought to be gathered in advance than the purchaser turns the page or the usefulness of
the commercial is lengthy gone all the time. Most newspapers have a readership that is composed
often of nearby people to your location, but, there are a few countrywide newspapers. Consider
your goal marketplace and which newspaper they're maximum likely to observe prior to
shopping for newspaper classified ads.

Magazines

Magazines are extra lengthy-term versions of advertising medium, instead of newspapers. While
the mag is most possibly posted month-to-month, many preserve their magazines for numerous
months and study them more than once. Additionally, magazines are more usually befell to
others than newspapers, so there can be a much higher danger that your industrial will be seen.
The excessive gloss and color content material of a mag, as opposed to a newspaper, makes it a
suitable shape of advertising.

Radio

Radio is each other conventional shape of advertising. Radio indicators can gain a massive
location, and commercials span 30 to 60 seconds, which makes them an attractive advertising
and marketing preference. The crucial downside to radio commercials is the capability for the
listener to sincerely flip the station or flip off the radio to avoid listening to them. With print
advertising, if the character's eye is stuck through the marketing, they're in all likelihood going to
examine them. However, if the radio isn't on, the listener sincerely will no longer pay attention
the advertisement.

What is Digital Marketing?

Digital advertising and advertising and marketing (also known as data-pushed advertising and
advertising) is an umbrella time period for the advertising of services or products using virtual
technology, especially on the Internet, but moreover along with cell telephones, show marketing,
and some other virtual medium.
Digital advertising's improvement since the Nineteen Nineties and 2000s has modified the way
brands and corporations employ generation for advertising and marketing and advertising. As
digital structures are increasingly more integrated into marketing plans and regular existence,
and as people use digital gadgets as opposed to traveling physical shops, digital marketing and
advertising campaigns have become more regular and green.

SOCIAL MEDIA

Social media may be taken into consideration many stuff and with the prolonged use of social
media in our ordinary lives it is able to be difficult to decide what should be taken into
consideration social media advertising and marketing or traditional advertising. One instance of
this would be a poster or billboard, which has a QR code or the barcode that with an app lets in
clients to without problem find facts on a subject. In this situation if the QR code leads the patron
to an enterprise’s Facebook page or Twitter account, does it make it conventional marketing and
marketing because there may be data approximately the product or agency at the billboard or
have to it's taken into consideration social media because most of the people of the information
and reason for the economic is to have clients go through an app to reach on the company’s
social media net website?

These are some of the problems corporations face once they decide to start using social media for
patron relations and advertisements. A not unusual trouble which many organizations face is
what branch must be answerable for the social media pages (Harvard Business Review 2013). Is
it advertising and advertising and marketing, the internet design organization, consumer
members of the family, or its very personal branch all together (Harvard Business Review
2013)? Although there can be no one answer to this hassle a good way to art work for all
companies; in enormous, the department answerable for information that is being broadcasted
across the majority of the social media channels want to deal with the pages. One instance of this
is, if an employer asks many questions about merchandise and the way clients like their products
and best attempts to gain customer ideas and facts thru social media sites then the enterprise
agency’s patron family members department have to oversee the social media hobby. If the
corporation uses those channels for masses extremely good reasons, along with purchaser circle
of relatives’ members and marketing and marketing then the man or woman groups should have
humans dealing with the ideal areas, however they must nonetheless art work collectively.

It is because of this problem of large amounts of diverse facts moving into the employer and
being projected out which inflicting the enterprise to over suppose who've to absolutely be
responsible. This is why many organizations create a department who are in charge of the social
media sites, or then rely upon consultancy groups (Harvard Business Review 2013).

SECTION 5

RESEARCH PARADIGM AND OVERALL APPROACH

The Clothing and Textiles industry on the island of Ireland has changed almost beyond
recognition over the past ten years. Where once groups bought to fill capacity in their factories,
now we've got were given fashion homes driven by way of format and logo interest. Strong
manage, sales and advertising know-how and international elegance logistics are most of the
factors which can be required for continuing fulfillment in a rather aggressive marketplace.
Recognized manufacturers dominate the sector as companies respond to patron and alternate
needs. Companies within the non-branded, private label area have additionally tailored their
organization models; and, led by using way of layout and fast, bendy, reliable deliver streams,
they maintain to win the economic company of many European shops. Textiles, such as clothing,
interior and technical textiles, have taken a similar path – developing upmarket region of hobby
merchandise that keep to fulfill and exceed consumer needs, with all of the characteristics of
sturdy emblem improvement being employed of their production and advertising and marketing.

Whether we sell in domestic or worldwide markets, we are all competing globally. And, with
alternate being the handiest regular in business for the final decade, many businesses have made
the transformation and advanced into internationally competitive corporations. Staying
aggressive and continuing to extend a brand approach to destiny better value niche commercial
corporation is the future for plenty corporations.
The European Context

The Clothing and Textiles industry is a completely large vicinity of hobby and includes many
special subsectors, beginning from immoderate style clothing to natural fabrics, excessive-tech
yarns and technical textiles. Within the ones subsectors there is additionally a sizeable style of
business approaches and marketplace structures.

Within the European Union, Clothing and Textiles is a big enterprise accounting for 7% of
producing employment and 4% of producing production1. Over 2,000,000 people are employed
within the industry across over 177,000 companies, by and massive small to medium-sized
enterprises. The EU is the arena’s largest trader in Clothing and Textiles. It is the world’s biggest
exporter of Textiles, and 2d first-rate to China in exports of Clothing.

Sector Performance

Across Ireland and Northern Ireland, the Clothing and Textiles sector has continued to
experience contraction both in employment and in the number of firms operating in the sector.
The reasons for this include:

 Ongoing price deflation;

 Rising business costs;
 International manufacturing competition; and
 Market dynamics.

Many indigenous corporations have outsourced decrease-charge production operations to lower-

charge economies whilst keeping the better-charge activities which incorporates research,
format, branding and logistics.

The achievement of outsourcing as a business corporation version relies upon on nicely-

developed logistics, facts era and communications, and on powerful manipulate.

Fabrics, but, have in big part been sourced in the path of the producing places and there are fears
within the indigenous business enterprise that this could lead to a gradual erosion of manipulate,
particularly as textile hubs (where fabric and garment manufacturing are to be had inside the
identical area) have turn out to be increasingly more strong.

Scale and Structure of the Industry

The Clothing and Textiles area in Ireland and Northern Ireland is dominated by using manner of
small, family owned and controlled corporations, as some of the bigger corporations have ceased
operations or have outsourced their manufacturing. There are some exceptions, but, with a few
indigenous and non-indigenous corporations using a hundred-500 and a few over 500. In
Northern Ireland, over 1/2 of agencies within the quarter currently appoint 50 or fewer, and
under 10 consistent with cent of corporations appoint extra than 250. In Ireland, the
commonplace wide variety of employees constant with enterprise organisation become 32 in
2002.

Contribution to Exports

The Clothing and Textiles zone is surprisingly orientated in the direction of exports, which in
2002 accounted for an expected 66% of turnover in Ireland and 80 5% in Northern Ireland.
Exports have continued to develop, no matter downward fee pressures and troubles because of
fluctuating forex moves.

In Ireland, as an instance, exports grew thru 3% from 2001 to 2002. The all-island share of EU
Clothing and Textiles exports, however, is steadily declining, from 0.901% in 1991 to 0.478% in
20006 – representing a decline of US$408m in 2000 values.

Clothing and Textiles: Subsectors

Clothing

On each aspects of the border, groups in the Clothing area are engaged in most cases within the
womenswear apparel phase, discovered by way of menswear and children’s put on. Other crucial
sectors include sportswear, corporate or workwear, protective wear, and add-ons.

In Ireland, manufacturing within the Clothing area (which incorporates knitwear) is now nearly
entirely dominated with the aid of outsourcing, with most effective a small neighborhood base
for sampling and small orders. In Northern Ireland, production is severely threatened, but some
sectors collectively with Hosiery have managed to preserve employment and introduced rate,
similarly to outsourcing a few decrease fee delivered product.
Clothing manufacturers include each emblem-name corporations and suppliers of finished
objects to the most crucial retail chains – along with Dunnes Stores, Marks and Spencer, Asda,
Oasis, Wallis, British Home Stores and Laura Ashley. They additionally supply product to the
large worldwide style houses. Companies from Ireland and Northern Ireland additionally deliver
hosiery, overall performance sports clothing and protective put on to worldwide markets.

Branded Fashion

Many agencies have worked on growing their very own emblem – in Ireland, as an instance, over
70% of businesses produce their private branded product. Some have also been successful at
targeting specific marketplace segments with branded products, and have carved out area of
hobby markets for themselves, specifically in Ireland and in Great Britain.

Such groups have carefully managed distribution of their branded product, the use of a selection
of strategies – consisting of presenting retail independents, the use of their very own earnings
stress, marketers and showrooms, and exhibiting at global alternate festivals. Some are also
jogging on strengthening their market positions by way of integrating beforehand into retail, both
in stand-on my own stores or in instore concessions.

Textiles

The Textiles region consists of weaving (of every herbal and synthetic yarns), technical textiles,
dyeing and completing, and assist areas such as trimming, labelling and lining. Subsectors
include the subsequent:

 Apparel textiles including linen and wool;

 Carpet yarn;
 Household and interior textiles; and
 Technical textiles – polyester, Lycra® and Kevlar® yarn in wovens, and some non-
woven.

The main markets for the Textiles sector are the United Kingdom apparel, home furnishing, gift
and enterprise sectors, furnished both on a settlement manufacturing and on a branded
foundation. International markets are also vital, including Europe, the Far East and Australasia.
Technical fabric market segments addressed via businesses in Ireland and Northern Ireland
embody overall performance outerwear and defensive workwear, medical textiles and aviation
textiles.

SECTION 6

RESEARCH DESIGN

This section gives details about the methods that was used in data collection and they include;
Research design, Survey population, sampling design, Sampling size, Sources of data, Tools and
methods of data collections and possible problems to be encountered during data collection.

About the Topic

Social Media is the trend. And for agencies it represents a marketing possibility that transcends
the conventional middleman and connects agencies right away with customers. This is why
almost each commercial enterprise on the earth—from giants like Starbucks and IBM to the
close by ice cream store—are exploring social media advertising and marketing and advertising
and marketing obligations. A 12 months in the beyond, groups have been unsure approximately
social media. Now it is here to live and agencies are unexpectedly adopting social media
advertising. Much like e-mail and net web sites first empowered organizations, social media is
the next advertising and marketing and advertising wave. Social media advertising and
advertising and marketing is advertising using on-line businesses, social networks, blog
advertising and marketing and greater. It's the cutting-edge "buzz" in advertising and marketing.
India might be the diverse first proponents of social media marketing. These days, the
organizational reason has replaced the social reason as organizations are attempting to find to
engage with their target market via the net structures.

The explosion of social media phenomenon is as mindboggling as that and the tempo at which it
is growing is maddening. Trust and goodwill are the idea of social networking, and via
advertising in the realm of social media the ones fundamental notions need to be adhered. It
might be the great advertising and marketing platform that encourages fool evidence
conversation and duty among sellers similarly to customers. Global businesses have recognized
Social Media Marketing as a capacity marketing and advertising platform, applied them with
innovations to power their marketing and advertising and marketing campaign with social media
advertising and marketing.

The because of this of the term ‘social media’ can be derived from terms which represent it.
Media commonly refers to advertising and the verbal exchange of mind or statistics through
courses/channels. Social implies the interplay of individuals inside a set or community. Taken
collectively, social media really refers to verbal exchange/ebook systems which are generated
and sustained with the aid of the interpersonal interplay of human beings through the particular
medium or device. Wikipedia has a well-known definition of the term: Social Media is the
democratization of statistics, remodeling human beings from content fabric readers into content
fabric publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in
conversations among authors, humans, and buddies.

SELECTION OF SAMPLE SIZE

In order to take a reasonable sample size and not to take too much time of the respondents, a
sample size of 100 customers have been selected at random from all demographic backgrounds
and feedback forms (questionnaire) have been obtained.

SAMPLING TECHNIQUE USED

The technique of Random Sampling has been used in the analysis of the data.

Random sampling from a finite population refers to that method of sample choice, which gives
every feasible pattern aggregate an equal possibility of being picked up and every object inside
the entire population to have a same threat of being blanketed inside the sample. This sampling is
without alternative, i.e. Once an item is selected for the pattern, it cannot seem within the pattern
once more.

DATA COLLECTION

To determine the appropriate data for research mainly two kinds of data was collected namely
primary & secondary data as explained below:

PRIMARY DATA

Primary data are those, which were collected afresh & for the first time and thus happen to be
original in character. However, there are many methods of collecting the primary data; all have
not been used for the purpose of this project. The ones that have been used are:

 Questionnaire
 Informal Interviews
 Observation

SECONDARY DATA

Secondary data is collected from previous researches and literature to fill in the respective
project. The secondary data was collected through:

 Text Books
 Articles
 Journals
 Websites

STATISTICAL TOOLS USED

The data will be analyzed through statistical methods. Simplex percentage analysis will be used
for analyzing the collected data.

Simplex percentage analysis:

Percentage analysis will be the method to represent raw streams of data as a percentage (a part
in100‐ percent) for better understanding of collected data.

Graphs:

Graphical representations will be used to show the results in simple form. The graphs will be
prepared on the basis of data that will be received from the percentage analysis.

SECTION 7

POTENTIAL OUTCOME OF THE RESEARCH

The topic of my study was “A Descriptive Study of Social Media Marketing & Traditional
Media in the IRISH Apparel/Fashion Industry” and the objective was to derive and analyze
difference between traditional and digital marketing and to study the various factors which
influence both the marketing strategies in the IRISH Apparel/Fashion Industry. I found that
during our country internet customers are mounting with each passing day. Due to this, groups
are spending big quantity of their price range on virtual marketing, and with every passing day,
businesses are moving from traditional to virtual advertising.

It is expected to find out that through virtual advertising we are probably able to attention goal
marketplace in a better manner than traditional advertising and marketing. The examine may also
moreover show that in order to make use of the digital advertising in a powerful manner, the
groups can also require to design a powerful platform. The transition of newspaper from the
posted version to the web version exemplifies the modern-day developments of the
digitalization.
 SECTION 8

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