Peculiarities of Digital Marketing Strategies Used by Fashion Retail Companies on Foreign Developed and Emerging Markets by the Example of H&M and Fast Retailing Group

Today, the border between the physical and digital worlds is blurring. The digital landscape offers unparalleled avenues for engaging with customers directly. The focus of marketers is progressively moving away from traditional advertising methods towards innovative digital marketing avenues. This thesis investigates the digital marketing strategies of international fashion retail companies, focusing on their application in developed and emerging markets. The study is structured into three main parts: a theoretical overview of existing literature, an analysis of the digital marketing strategies used by H&M and Fast Retailing Group, and findings with recommendations for practice and further research. Overall, the thesis contributes to the understanding of how international fashion retailers can effectively leverage digital marketing strategies to succeed in diverse market environments.