Consumer behaviour & online marketing strategies of fashion brands

Social media has changed the channels and manners of marketing, specially over the last decade. Therefore, many companies seek these new platforms to come closer to potential Start-ups. They look at such portals as cost-effective and modern ways of reaching out to the audience and prospect consumer. This paper explores how Instagram is providing a platform to fashion brands to set up their e-business and check the consumer response. This case study is based on consumer response towards the marketing strategies followed by the brands on Instagram and their pattern ofpurchase regarding age and gender, respectively. The platform Instagram is analysed through the responses of consumers and the marketing strategies are studied. The findings suggest that some of the strategies are having a great positive impact on the consumer mind. The results also suggest that Instagram activities positively affect the traffic to the company's website/web shop.