Developing Digital Presence in Global Contemporary Fashion Industry - ONAR Studios Ltd.

We are all familiar with the consequences of the digital transformation that is evolving continuously and effecting our daily lives. For a company digitalization can be a challenge, but by embracing it, businesses can improve their processes and reach new levels in their operations. The core of this functional thesis is to discover tools to improve case company ONAR Studios digital presence. ONAR Studios is a Finnish fashion brand that focuses on the use of ethical and ecological shearling in their products. The brands aim is to gain success worldwide, but their digital presence isn’t at the required level yet. The objective of this thesis is to present actions that improve the brands overall digital presence and help to develop a loyal brand community. The thesis is implemented as a functional thesis, where the final product is a plan for the case company considering improvement actions. The theoretical framework of the thesis consists of secondary sources and focuses on topics about digitalization, digital marketing, fashion marketing and digital buying journey. The functional part will focus on examining ONARs current digital presence. In this part the status of the digital presence of ONAR Studios will be evaluated from the marketing funnel point of view based on the learnings of the theoretical preview. This part involves also primary data that is received from a benchmark analysis and Google Analytics analysis. The benchmark analysis measures the website functions of similar contemporary brands and the Google Analytics analysis analyzes the traffic on ONARs website. The final chapter will present conclusions regarding the most important digital tools that ONAR Studios should adapt to. The final guide book is presented in the appendices and will feature the new tactics and a plan how to proceed with the new tools