A STUDY ON DIGITAL MARKETING STRATEGIES OF GLAUDIA SUSTINABLE CLOTHING FOR BRAND AWARENESS

The study is aimed at evaluating the digital marketing techniques used by Glaudia Sustainable Clothing for enhancing brand awareness in the sustainable fashion industry. This includes evaluating how techniques like social media marketing, influencer marketing, online advertising, and content marketing affect the purchasing behavior of consumers and their engagement towards the eco-friendly fashion products. Digital marketing plays an essential role for sustainable fashion brands in educating their customers about sustainable lifestyle.
This research followed a descriptive research methodology and primary data were gathered using questionnaires.
Techniques like percentage, correlation, and regression analyses were employed to analyze the data. From the analysis, it was found that digital marketing has a positive effect on the awareness, purchase intention, and willingness of customers towards sustainable clothing products. Digital marketing techniques and social media activities have proven
to be beneficial for building customer trust and visibility.
Keywords: Digital Marketing, Sustainable Fashion, Brand Awareness, Eco-Friendly Clothing, Social Media
Marketing.