Integrated Marketing Communication Model for the Indian Fashion Retail Industry

Abstract

The survival of small-scale shops is in danger because to the growth of large-scale wealthy retailers. In order to send consistent messages to their target audience, firms use an approach known as integrated marketing communications, or IMC. The influence of pop-up shops and other IMC tactics that small businesses can employ to compete with upscale rivals is examined in this study. Online platforms are now widely used by consumers to study products, but many small shops are reluctant to go online because of the perceived complexity. In order for Indian fashion shops to stay competitive, a multi-channel mix for advertising is being developed. During the epidemic, data was gathered with the goal of enhancing existing business models. Responses from 270 individuals in Ernakulam city via a Google Form employing convenience sampling comprise the primary data. Journals and publications addressing market trends and tactics served as the source of secondary data. In order to create marketing campaigns that increase client value, retention, and loyalty, the study examines consumer behaviour. The suggested IMC model is adaptable, cost-conscious, and a guide for managers and business owners creating winning plans.