School of Business and Law

Inspiring journeys to work

Digital Marketing Analysis: A student’s blog on fashion retail giants capturing millennials

This time of year is when I have the pleasure of reading and marking blog posts by students who are studying Digital Marketing (an optional module in their final year).

As part of this module students are required to create their own blog analyzing how digital technology is transforming marketing. They have a lot of freedom to pick technologies and topics that interest them. Some postings are really good. I enjoy reading them as I often learn.

Whether it is practical examples of companies using digital marketing in exciting ways, or the application of theory – some of these posts offer much more than just coursework for assessment.

I wanted to share with you good examples, so over the next few weeks I will be posting some of our students’ blogs. Below is the first of a series of blog posts from my students.

I keep an archive of especially interesting student blog posts about digital marketing here.

Digital Marketing Analysis: The battle of The Fashion Retail Giants to Capture Millennials: Examples from Boohoo, H&M, New Look, Asos and Primark

Vanessa Edwards, Business Management BSc(Hons)

According Trammell & Keshelashvili (2005), influencers influence by impression management tactics and self-presentation. In addition, this idea holds central from everything that happens after that. They use their personal attributes to engage with consumers which increases their followings due to the interest created. Each influencer has a different type of appeal whether it be inspirational, analyst, activists etc. Many industries have seen the positive impact that they can have on their brand. The fashion industry, is a sector that have really capitalised on the use of influencer marketing.

Boohoo Influencer Example – Jordyn Woods

Boohoo decided to do a collaboration with Jordyn Woods to promote bomber jackets, dusters and party looks in barely-there nude silks and gem stones. Emphasis on the availability of the range in  UK sizes from 8-24 portrays why Jordyn may have been targeted by Boohoo. Jordyn describes herself as a naturally super curvy girl and feels her body will never be size 0. Consumers (curvy girls in this case) have evaluations of themselves, which contribute to their self-image Grubb & Hupp (1968). Therefore, the representation of this influencer will attract many other customers who can relate to this image particularly those considered to be “plus size”.  The use of someone that connects with the brand also means she can connect others with the brand. According to Barletta (2004), one of women’s highest values is a feeling of closeness and connection with another person, therefore capturing this increases the opportunity of success for the campaign.

Read Vanessa Edwards full post here


Asher Rospigliosi is a principal lecturer in e-commerce, digital marketing and business information systems. His research is around the digital transformation of business, learning and work.


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Asher Rospigliosi • May 25, 2017

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