Undergraduate Research

The promotions on social media and an online fashion startup performance

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Abstract

Fashion brands have harnessed the power of social media to connect with vast audiences, with Gen Z emerging as a key demographic. Despite the significance, empirical research examining the direct effect of marketing activities on transaction data remains limited. This research addresses this gap by focusing on an online fashion startup and its promotional efforts on TikTok and Instagram, two platforms popular among Gen Z.

Analysis of six months of transaction data reveals intriguing findings. This study underscores the significance of platform-specific promotions, with TikTok outperforming Instagram in engaging young female consumers. The Halloween sweatshirt promotion on TikTok yielded exceptional results, emphasizing the importance of early preparation for special events. Limited-time price promotions generated interest but were constrained by inventory availability. Interestingly, site-wide sales spiked during these promotions, suggesting a broader impact. These findings provide valuable insights for fashion online startups’ more effective marketing practices in the digital age.

Keywords: Fashion Starup, Promotions, Social Media, TikTok, Instagram

How to Cite:

Pool, A. & Kang, J., (2024) “The promotions on social media and an online fashion startup performance”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17511