DOI: 10.36347/sjebm.2019.v06i03.001

Pages: 173-179

Digital commerce is growing rapidly in China and Chinese fashion apparel firms are focusing on digital marketing and social media networks to promote their brands and meet their customers’ specific needs. This article reviews the literature on the adoption of digital commerce and digital marketing by firms in the Chinese fashion apparel industry. Methodology: A comprehensive literature review was conducted and content analysis was used as it permits the analysis of large amounts of textual information to systematically identify properties. Results: The findings revealed that fashion firms have to adopt and implement appropriate strategies to address the challenges faced in a highly competitive domestic and international market. Since online retailing is the fastest growing retail channel for apparel, they have to emphasize on digital and social media marketing to gain competitive advantage, to drive growth and to gain reputational advantage. Digital marketing also can be used as a promotional tool to strengthen customer relationships. Conclusion/- and Recommendations: Digital marketing can rapidly reach a large number of customers at low cost, generate prompt results, and provide for accessibility 24 hours per day. Based on the findings, it is recommended that Chinese fashion firms emphasize on digital marketing and the social media as marketing modalities Digital marketing also can be used as a promotional tool to strengthen customer for their purchases of fashion products.