Open Access

Mareike Köhl

• To arouse the customer’s interest, enterprises insert certain methods of advertising in the context of their communications strategy. For this purpose, digital advertising channels are established beside classical forms of advertising like print campaigns or TV spots. These work with the topic “Digital advertising and their suitability for the fashion industry in the multi-channel-retailing”To arouse the customer’s interest, enterprises insert certain methods of advertising in the context of their communications strategy. For this purpose, digital advertising channels are established beside classical forms of advertising like print campaigns or TV spots. These work with the topic “Digital advertising and their suitability for the fashion industry in the multi-channel-retailing” gives an overview of different digital advertising media and il-lustrates the way they are inserted by fashion enterprises. The results of this work are based on a wide range of literature and also refer to significant studies and statistics. A self-contained data acquisition, realized in a fashion shop, provides additional information about the importance of digital advertising for the fashion industry. If it’s accomplished to generate the will to buy a fashion product by digital advertising me-dia, the customer will have the choice to buy the product on the internet or in the stationary trade. Following, the online and the offline channel of distribution will be shown and their properties will be illustrated. It is essential to detect the possible combinations of these two sales channels and relegate to the influence that effect digital advertising media to the pur-chase decision-making process. Finally the results of the secondary research and studies as well as the data acquisition of the author are summarized. The eventual aim consists in detecting the suitability of digital advertising for the fashion industry and their meaning for the offline- and the online-sales channel.…