Digital Marketing Analysis for Fashion Brand Urban Decay

Digital Marketing Analysis for Fashion Brand Urban Decay
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Executive Summary
Urban Decay has lost its digital media presence in recent years and is losing its market share as consumers increasingly choose competitor products. This decline includes stiff competition for customer attention by players in the market and the drastically changing consumer preferences. As a result, there is a need to leverage current and emerging marketing strategies based on developments in digital technology.
The key with marketing at UD is the inability to keep up with changing consumer preferences, stiff competition from brands like Milk Makeup and Fenty, slow innovation process in a market where consumers are quickly moving on to trendy and newer products. Solving these problems will require UD to enhance its digital marketing strategies.
To this end, it is recommended that the organizations redefine three marketing channels: marketing through narratives, alignment with social causes, and involvement with new and upcoming celebrities. The purpose of these changes is to influence purchase intent among customers and to change their beliefs about the organization's products by leveraging digital marketing strategies.

1.0 Introduction
Urban Decay (UD) is an American multinational cosmetics brand headquartered in Newport Beach, California. The company is a subsidiary of the French cosmetics organization L'Oreal. The current product line includes lip, eye, complexion, and body products targeting female customers aged 15 to 40 years, middle to upper-middle class, who spend a sizable portion of their time on social media. In recent years, the company has experienced depreciation in its social media presence in tandem with a decline in market share for reasons including stiff competition and the rapidly changing consumer preferences in the market. As a result, there is a need for the organization to reevaluate its digital marketing strategies to leverage current and emerging engagement technologies and techniques as a means to its reestablishment on the market. In this regard, the purpose of the current paper is to provide an overview of the current digital marketing strategy and provide recommendations on how UD can regain its diminishing popularity among young consumers.
2.0 Current Digital Marketing Strategy
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