Digital Marketing Practices of Fashion Industries

Abstract: Understanding the digital marketing practices of fashion industries, particularly for solo entrepreneurs, offers valuable insights for strategic growth and enhanced brand visibility in a competitive urban landscape. Given this context, this study investigated the digital marketing practices of fashion industries in a highly urbanized city in Central Philippines, for the second quarter of the year 2025, examining mobile marketing, content marketing, and email marketing; the survey also sought to understand the respondents’ profile, comprised predominantly of sole proprietors, with many businesses operating for more than five years. Regarding the level of digital marketing practices, mobile marketing and content marketing were both rated high, email marketing, on the other hand, was rated moderate, suggesting limited but present use of email campaigns. The study indicates that revising digital marketing strategies could support growth in the fashion industry. To grow their brand, solo entrepreneurs might focus on influencer partnerships and SEO basics, like keyword research. Partnerships can enhance their content strategy by using blogs to share engaging, brand-building material. All types of fashion businesses are encouraged to improve email marketing with personalized content, regular communication, and testing techniques to optimize campaign performance. Keywords: Digital Marketing; Email Marketing; Mobile marketing; Search engine optimization; Entrepreneurs; Fashion industry