Digital marketing strategies on Gen Z consumer attraction in fashion retail outlets: A literature review

Digital marketing is promoting and selling goods and services through websites, applications, smartphones, social media platforms, search engine optimisation, and other digital tools. Many of the concepts of traditional marketing are also applied to digital marketing, which is frequently seen as an extra tool for businesses to reach out to customers and learn about their behaviour. Businesses frequently combine digital and traditional advertising strategies. A detailed plan outlining how a company will use digital media to meet its marketing goals is called a digital marketing strategy. Connecting, interacting, and converting target audiences, entails utilising a variety of online platforms and strategies. This review of the literature investigates how Gen Z consumers visit fashion retail establishments through digital marketing strategies. Gen Z, or those born between the years 1997 and 2012, have grown in importance in the fashion business. Retailers hoping to engage with and succeed over this generation must acknowledge their unique attitudes, actions, and tastes. A variety of digital marketing techniques are examined in the assessment, including social media marketing, influencer partnerships, personalised content, and immersive experiences. By employing these strategies, fashion manufacturers may develop authentic relationships, strengthen brand loyalty, and eventually boost sales among Gen Z consumers. The review also addresses the difficulties and moral dilemmas that come with aiming for this group of people. Fashion merchants may effectively traverse the digital market and attract Gen Z consumers by comprehending the key techniques defined in this assessment.