Digital Marketing concept has seen rapid growth since 1990’s and it is still growing as there are immense opportunities which are still being explored. Digital environment is a dynamic environment where the companies and the consumers participate together to create a brand (Burr, 1995).This paper would talk about the theories of consumer behavior which help a multi channel fashion company to develop its digital marketing strategy focusing mainly on the post modernity and self-identity.
In this report I will be using Burberry as the fashion brand to analyze the digital marketing strategy with respect to post modernity and self-identity. Burberry has broken the myth that the consumers would not buy expensive items online without seeing them. On the other hand, Burberry is the best example of a luxury brand which has leveraged on the digital channels to give to its customer’s unique experiences (Christensen et al, 2005). The following report would make use of the post modernity and self identity to analyze the digital marketing strategy.
Burberry is a perfect example to be used in this report because this brand had lost its reputation but the company engaged itself to redesign the digital marketing strategy which was instrumental in reviving the image of the brand (Cova, 1996). Burberry was a brand which was bought by middle aged men and women but the brand revived itself and added products for children, girls and boys also. Thus this brand not caters to all segment of the society with respect to age and gender. However this is a premium brand and hence it is accessible only to the upper class of the society.