The Differences in Influence of Using Digital Marketing Tools on International Apparel Companies’ Performance at Home and Overseas Exemplified by Uniqlo on Asian and European Markets and by Zara on European and Asian Markets

This research is aimed to examine and identify the differences influence of using digital marketing tools on international apparel companies’ performance at home and overseas at European and Asian markets. Literature review showed that most popular digital marketing tools is social media, and companies’ sales as performance indicator directly linked to consumers’ purchase intent. The analysis is provided on the example of Zara and Uniqlo as a fast fashion brands using online survey as a tool to gather data. Main idea is that Zara’s home market is European market and host market is Asian market, while Uniqlo’s home market is Asian, and host market is European. According to the results of the analysis, digital tools have positive influence on performance of international apparel companies (Zara and Uniqlo) at home and overseas markets (European and Asian markets). On European and Asian market influence of fashion blogs on purchase intent are higher, than social media, but on European market social media have bigger effect than on Asian market. Also, consumers with purchase intent formed by social media with higher probability will make a purchase online than offline.