Demographic segments

Poplook's target demographic, based on the types of products they offer and their marketing
approach, is primarily women with a focus on modest and contemporary fashion.
For the age and gender segment , Poplook's demographic largely spans from young adults to
middle-aged women. This could range from late teens (18+) to women in their 40s and even
beyond. This is because poplook target audience is primarily women as women loves fashion
therefore it will makes the company easy to makes sales .

Other than that , for the income segment Poplook's range of products and pricing may cater to a
diverse income range. They likely attract customers with varying income levels, from budget-
conscious shoppers to those willing to invest more in fashion. This is because poplooks vission is
to help all women live their best life through fashion. Therefore the fasion labels carries clothing,
headscarves, handbags and shoes as well as a children's range with affordable prices.

Psychographic segments
Poplook's target audience can be further segmented based on psychographic factors. These
segments help to understand the lifestyle, values, interests, and attitudes of their customers.
The first psychographic segment includes individuals who see fashion as a form of self-
expression. They value uniqueness and are early adopters of new trends. Poplook's innovative
designs and bold collections appeal to this segment, as they seek to stand out from the crowd
and set new fashion standards.Besides that , Poplook's commitment to using high-quality,
breathable materials in their clothing, coupled with relaxed and practical designs, caters to
individuals who prioritize comfort without compromising on style. These customers seek outfits
that allow them to navigate their daily lives with ease. Even in the articles states that since its
inception in 2009, poplook has won numerous accolades, but the most important being the
brand of choice to their customers seeking high quality modest fashion. In conclusion , Poplook's
psychographic segmentation provides a deep understanding of their diverse
customers.Poplook's commitment to quality and modest fashion further solidifies its position as
a brand of choice.

BEHAVIORAL SEGMENT

The behavioral aspect of Poplook reveals a customer base driven by loyalty and fashion choices.
Many returning customers show repeat purchase behavior that emphasizes satisfaction with the
brand and its quality and style. This can be seen in their review section as many customer stated
that they has been repurchase the product because of its quality . Additionally, Poplook regular
releases and limited edition collections create a sense of urgency and impulse buying among
customers looking for unique pieces. The brand's responsive customer service and user-friendly
online platform enables a smooth shopping experience and maintains customer loyalty.
Behavioral data highlights Poplook’s ability to create a shopping environment that encourages
both repeat customers and spontaneous purchases and strengthens its position in the fashion
industry.

IMPACT OF MACROECONOMICS

Based on chapter 3 in subject MKT558 Digital Marketing about The Internet Macro-Environment
which we getting know further about how important are macro-environment in digital marketing
for today. From what we can see, macro- environment consists of external forces which it has
power to influences the success of company like Poplook Sdn Bhd . There are several factors
that might give an impact of macroeconomic to the online seller

Technological forces

In today's world, technology is playing an increasingly important role in managing all aspects of
life. This has led to a lot of innovation and it's a wonderful time to be able to do one task and
keep going with the help of technology. Technology plays a vital role in our day-to-day lives and
if we ignore it, we will lose out. Many companies use this as an opportunity to grow their brand.
For example, poplook is used on their official websites, apps and social media platforms to
promote their products in a convenient way. This can be a great way to interact with customers
as they keep in touch with them even after their purchase. That's why technology is so
important, so that companies can improve their products if they find any complaints or negative
reviews due to their imperfections. It can also be used as a precaution for future situations. For
example, COVID 19 is having a major impact on the daily lives of consumers, and it's very difficult
for any company to survive if they don't have the right preparation. We all know that with
technological help everything can be possible even though we can not go out from our home to
prevent virus getting worse
than it is. It is impact directly towards poplook sales whereby consumers can not buy their
product since anyone need to limit their movement unless it is important. So, through website,
application such zalora and social media such Facebook, Instagram and Twitter, this business
can still run where they can ship out customers orders so that their sources of sales will still
remain. besides , poplook also need to always maintain their websites and social media
responses as Poplook must stay updated with evolving web and social media technologies to
provide a seamless user experience. A slow or outdated website can deter customers. Mobile
optimization is crucial as many customers shop via mobile devices.

ECONOMIC FORCES

economic forces. Inflation, demand and supply, interest rates, taxes and recession all influence
how much money people have to spend as well as the price of your products. These factors have
a direct impact on the market as well as customers.Fashion have a very high demand from
customers. Therefore, the sale of such items is plentiful every month to meet their demand.
Poplook also try to increase their sales revenue by doing live sales on social media platforms
such as facebook , instagram and many more .
To attract customers, they sell at a low price when selling live broadcasts. This is to encourage
many customers to buy during the live broadcast.. They want to ensure that
their sales revenue continues to increase every month. They try to diversify marketing methods
to increase sales. Therefore, when the recession hits their target market, they can be prepared
and have strategies to overcome low sales. Given that Covid-19 hit the country badly this year,
their company was indeed severely affected especially economically. When Covid-19 cases
increase, unemployment rates increase, the demand for goods and services dropped. Their
customers no longer be able to afford their products, which affect their revenue.

SOCIAL FORCES

social forces. Social forces are closely related to culture and have a huge impact on digital
marketing. Generally speaking, social forces are based on demographics, social exclusion and
cultural factors. For Poplook, about 70% of buyers are 24 years of age and above. Live
broadcasting on social media platforms such as Instagram and Tiktok, the viewers are more
interested in sales on display. One of the factors that causes the increase of online shopping in
Poplook is that the presenter or host is good at talking to attract customers to purchase their
products. Furthermore, the buying trend of online has been increasing steadily over the years.
Therefore, it is not out of the question that poplook can be one of the successful e-commerce
platforms in Malaysia. One of the social forces is also the ambassador of the product. Recently,
Poplook has taken on famous celebrity as their model of their product. Anna Jobling, who has 1.5
million followers on Instagram, posted the product of Poplook that she wears on her social
media. This will influence her followers to purchase the product. Poplook also has collaborated
with many branded products such as kekasih , jovian and even with malaysian’ s celebrities .

Technology forcres

Poplook relies on an advanced e-commerce platform, allowing customers to browse, select, and
purchase products online. For instance, they use platforms like zalora or tiktok shop to facilitate
seamless online shopping. Other than that, In response to the mobile-driven era, Poplook likely
has a dedicated mobile app to enhance the shopping experience. On 2011 Poplook has launched
its mobile apps and enables customers to shop conveniently from their smartphones, providing a
user-friendly interface and exclusive features. not only that ,
Poplook also employs various digital marketing tools, such as social media advertising, email
marketing to reach a wider audience.

LEGAL FORCES

It is refer to the set of external legal factors and regulations that can impact a business or
industry. These forces are beyond the control of a single organization and can have a significant
influence on its operations. Examples of legal forces in the macro environment include
government regulations, laws, and policies related to areas like labor, environmental protection,
consumer protection, intellectual property, and international trade. Businesses must monitor and
adapt to these legal forces to ensure compliance and mitigate potential risks.

POLITICAL FORCES
It is refer to the impact of government and political decisions on the company's operations.
These forces can include government policies, regulations, and political stability. For a clothing
brand like Poplook, political factors may involve trade policies, import/export regulations,
taxation, labor laws, and government stability in regions where they operate or source their
products. Political changes and instability can affect supply chains, production costs, and market
access, making it important for the company to monitor and adapt to these macro political forces
to remain competitive and compliant.

CONCLUSION

As a result, online market is growing rapidly, however its variety division

present unique challenges. Poplook is working hard to overcome these challenges and achieve
its goal of bringing brands to everyone. Being online lets Poplook use ads like Google Ads and
Facebook Ads to reach customers efficiently. They use social media a lot to connect with
customers and understand who shops on their website. This helps them advertise the right
products to the right people and control their marketing budget with data and technology.
However, they need to attract new customers to reach a bigger audience. They also need to
consider the economy when doing digital marketing and focus on what customers want through
the website and social media.