Short answer
Focus marketing efforts on clearly communicating product value and executing impactful promotions, as these are the primary drivers of online fashion purchases, rather than relying on brand image alone.
- Field
- Innovation & Markets
- Source
- Zenodo (CERN European Organization for Nuclear Research) (2019)
- Method
- Quantitative research using Path Analysis.
- Sample
- 100 participants
- Evidence
- Mixed findings
In the online fashion market, the tangible aspects of product quality and promotional activities have a direct impact on purchasing decisions, while brand image appears to be a less influential factor. This innovation & markets research insight is drawn from a 2019 study published in Zenodo (CERN European Organization for Nuclear Research). Using Quantitative research using path analysis. with 100 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing efforts on clearly communicating product value and executing impactful promotions, as these are the primary drivers of online fashion purchases, rather than relying on brand image alone.
Brand Image Does Not Drive Online Fashion Purchase Decisions; Product and Promotion Do
In the online fashion market, the tangible aspects of product quality and promotional activities have a direct impact on purchasing decisions, while brand image appears to be a less influential factor.
Zenodo (CERN European Organization for Nuclear Research) · 2019
Key Findings
- 01Product has a significant effect on brand image.
- 02Promotion has a significant effect on brand image.
- 03Price does not affect brand image.
- 04Product, price, and promotion have a significant effect on purchasing decisions.
- 05Brand image does not influence purchasing decisions.
Application
Design takeaway
Focus marketing efforts on clearly communicating product value and executing impactful promotions, as these are the primary drivers of online fashion purchases, rather than relying on brand image alone.
How to apply
When designing marketing strategies for online fashion, ensure that product descriptions are detailed and accurate, and that promotional offers are clear, attractive, and easily accessible. Test different promotional mechanics to see what resonates most with the target audience.
Project actions
- 01When designing a product, think about how its features can be clearly communicated through marketing materials.
- 02Consider how different promotional strategies (e.g., discounts, bundles, limited-time offers) might directly influence a user's decision to purchase.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a quantitative analytical method (Path Analysis) to establish relationships between variables.
- +Investigates multiple factors influencing purchase decisions simultaneously.
Limitations
The findings might not apply to all online retail sectors or to offline purchasing scenarios. The specific brands and platform studied may have unique market dynamics.
Reliability & validity
The use of Path Analysis provides a framework for assessing the relationships between variables, contributing to internal validity. However, the reliance on accidental sampling may impact external validity. Reliability would depend on the consistency of survey responses and the measurement scales used.
Think critically
If brand image is not a significant driver, what are the underlying reasons? Could it be the nature of online shopping, the specific product categories, or the target demographic studied?
Design Principles
"For online fashion products, prioritize direct value proposition (product and promotion) over indirect perception (brand image) in driving purchase decisions."
This insight challenges conventional marketing wisdom that heavily emphasizes brand image. For designers and businesses operating in the online fashion space, it suggests a strategic reallocation of resources towards product development and effective promotional campaigns rather than solely focusing on building brand perception.
What This Means for Your Design
When people buy clothes online, what they care about most is the actual product and any deals or ads they see. How fancy the brand name sounds doesn't seem to matter as much for these specific online fashion purchases.
How to use in your project
- 1.Reference this study when discussing the effectiveness of different marketing mix elements and the role of brand image in your design project's market analysis or justification of design choices.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that for online fashion purchases, product attributes and promotional activities are more significant drivers of consumer decisions than brand image. This suggests that design projects aiming for commercial success in this sector should prioritize the tangible value and appeal of the product itself, supported by effective promotional strategies, rather than solely investing in brand perception.
Source
Zenodo (CERN European Organization for Nuclear Research)
The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products
journal · 2019
View sourceQuestions About This Research
- What does the research say about brand image does not drive online fashion purchase decisions; product and promotion do?
- Focus marketing efforts on clearly communicating product value and executing impactful promotions, as these are the primary drivers of online fashion purchases, rather than relying on brand image alone. Evidence: Zenodo (CERN European Organization for Nuclear Research) (2019).
- Why does "Brand Image Does Not Drive Online Fashion Purchase Decisions; Product and Promotion Do" matter for design?
- This insight challenges conventional marketing wisdom that heavily emphasizes brand image. For designers and businesses operating in the online fashion space, it suggests a strategic reallocation of resources towards product development and effective promotional campaigns rather than solely focusing on building brand perception.
- How can designers apply this research?
- Focus marketing efforts on clearly communicating product value and executing impactful promotions, as these are the primary drivers of online fashion purchases, rather than relying on brand image alone.
- What were the main findings?
- Product has a significant effect on brand image.. Promotion has a significant effect on brand image.. Price does not affect brand image.. Product, price, and promotion have a significant effect on purchasing decisions.
- What research method was used?
- Quantitative research using Path Analysis. with 100 participants.
- How strong is the evidence?
- Evidence strength is rated Mixed findings, based on a 2019 journal from Zenodo (CERN European Organization for Nuclear Research).
- What should I do differently in my next project?
- When designing marketing strategies for online fashion, ensure that product descriptions are detailed and accurate, and that promotional offers are clear, attractive, and easily accessible. Test different promotional mechanics to see what resonates most with the target audience.
- What are the limitations?
- The study used accidental sampling, which may limit the generalizability of the findings. The specific context of the online store and brands studied might also influence the results.