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Abstract

This study is an attempt to investigate the impact of social media on fashion industry as social media is getting very much in and within the past decade a remarkable development has been witnessed. Businesses are using social media as a promotional tool. Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest mean to communicate. Based on convenience sampling, five organizations were selected and a sample of 130 respondents was obtained which had two variables i.e. Social media and Fashion industry which further defused into four sub variables each.Reliability of the questionnaire fell within the acceptable band. As a preliminary investigation, correlation between the variables is obtained which is 45.4% and significant at 1% confidence level. Further, the results obtained through regression shows that social media is a significant predictor of fashion industry. 1. INTRODUCTION 1.1 Background of The Study The world has become a Global Village & with the advent of information technology the ways of communication and work has been revolutionized completely. The emergence of social media has transformed the world and its entire way of functioning, bringing the world and its people closer. Social media refers to activities, practices, and behaviors among groups of people who gather online to share information, experiences and perspectives using colloquial media. Colloquial or conversational media are basically online based applications that have enabled to create and transmit content in the form of words, pictures, videos and audios. (Brake, 2009). Over the last decade Social media has become an effective marketing tool, it has not only created a new dimension of marketing but has also provided many opportunities to the marketers to create brand awareness among consumers. It is now considered as the most transparent engaging and interactive form of public relations. Social media is a compilation of online platforms and communication channels that are used by people to share information, profiles, assumptions, observations, perspicacity, apprehension and media itself, it facilitates communication and interactions between different groups of people from all across the world. (Moran, 2012). One industry which is considered to be perfectly suited and naturally fit for social media is Fashion. When we talk about social media for the fashion industry it refers to the social networking websites and other online platforms that enable the fashion industry to connect with their customers using the latest social networking technology. The fashion Industry is using social media to study trends and anticipate fashion behaviors. It is embracing social media which has enabled it to emerge in the forefront as a phenomenon. The development of social networking website such as Face book, Twitter has created a new muse among the Factionists. From the fashion blogs to the live streaming of catwalk shows, from the main fashion weeks to the social shopping we get diversity of opinions on different places through face book, twitter and other social networking websites. It has become a most important runway for the fashion industry. The power and influence of Social Media on fashion industry is undeniable. In the twenty first Century The presence of fashion designers on the social networking websites are of extreme importance. The designer and brands who realize the true worth of social media are the ones who have massive fan following. Not only this but now the fashion bloggers have the key role to play in the industry .They are considered to be thought leaders and have a voice in the industry. The brands are relying upon the fashion bloggers for the feedback on their products and they are serving as a link between target consumers and the
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
1
The Impact of Social Media on Fashion Industry: Empirical
Investigation from Karachiites
Nawaz Ahmad
Visiting Professor at Iqra University, Karachi
nawazahmad_pk@hotmail.com
Atif Salman
PhD Scholar at SZABIST, Karachi
salmanatif@hotmail.com
Rubab Ashiq
Graduate Student at AIFD – Iqra University, Karachi
Abstract
This study is an attempt to investigate the impact of social media on fashion industry as social media is getting
very much in and within the past decade a remarkable development has been witnessed. Businesses are using
social media as a promotional tool. Fashion industry is one of the businesses where frequent changes occur and
social media is the most convenient and cheapest mean to communicate. Based on convenience sampling, five
organizations were selected and a sample of 130 respondents was obtained which had two variables i.e. Social
media and Fashion industry which further defused into four sub variables each.Reliability of the questionnaire
fell within the acceptable band. As a preliminary investigation, correlation between the variables is obtained
which is 45.4% and significant at 1% confidence level. Further, the results obtained through regression shows
that social media is a significant predictor of fashion industry.
Keywords: Social media, Fashion industry, Face book
1. INTRODUCTION
1.1 Background of The Study
The world has become a Global Village & with the advent of information technology the ways of
communication and work has been revolutionized completely. The emergence of social media has transformed
the world and its entire way of functioning, bringing the world and its people closer. Social media refers to
activities, practices, and behaviors among groups of people who gather online to share information, experiences
and perspectives using colloquial media. Colloquial or conversational media are basically online based
applications that have enabled to create and transmit content in the form of words, pictures, videos and audios.
(Brake, 2009).
Over the last decade Social media has become an effective marketing tool, it has not only created a
new dimension of marketing but has also provided many opportunities to the marketers to create brand
awareness among consumers. It is now considered as the most transparent engaging and interactive form of
public relations.
Social media is a compilation of online platforms and communication channels that are used by people
to share information, profiles, assumptions, observations, perspicacity, apprehension and media itself, it
facilitates communication and interactions between different groups of people from all across the world. (Moran,
2012).
One industry which is considered to be perfectly suited and naturally fit for social media is Fashion.
When we talk about social media for the fashion industry it refers to the social networking websites and other
online platforms that enable the fashion industry to connect with their customers using the latest social
networking technology. The fashion Industry is using social media to study trends and anticipate fashion
behaviors. It is embracing social media which has enabled it to emerge in the forefront as a phenomenon.
The development of social networking website such as Face book, Twitter has created a new muse
among the Factionists. From the fashion blogs to the live streaming of catwalk shows, from the main fashion
weeks to the social shopping we get diversity of opinions on different places through face book, twitter and other
social networking websites. It has become a most important runway for the fashion industry.
The power and influence of Social Media on fashion industry is undeniable. In the twenty first Century
The presence of fashion designers on the social networking websites are of extreme importance. The designer
and brands who realize the true worth of social media are the ones who have massive fan following.
Not only this but now the fashion bloggers have the key role to play in the industry .They are
considered to be thought leaders and have a voice in the industry. The brands are relying upon the fashion
bloggers for the feedback on their products and they are serving as a link between target consumers and the
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
2
brands. Blogs give a chance to the designer to get feedback on their collections.
Blogging has created a new muse by providing an opportunity to the consumers to connect with the
brands they love and adore. Initially the print media was predominating and powerful but now the power has
shifted to the consumers and what according to them is reliable. If they think bloggers are reliable then it is also
considered to be powerful. (Louw-2011)
The current prevailing trend is for fashion industry to embrace blogging because it is definitely
determining, changing and revolutionizing the media industry and its operation. The fashion Industry is now
becoming more and easily accessible to the general public all thanks to social media which has massively grown
in the recent years.
1.2 Objective Of The Study
The Objective of the study is to determine the role and impact of social media within the fashion industry.
1.3 Problem Statement
The statement of the problem is how beneficial is social media in creating brand awareness among customers
and the effects of social media on the fashion Industry.
1.4 Hypothesis
H
0
: There is no impact of Social Media on Fashion industry
2. LITERATURE REVIEWS
According to M2PressWIRE (2011) Social Media has become the hottest trend in the fashion Industry .The fame
& uptake of the brands on the social networking sites is growing at a fast pace. In the past year majority of the
brands have doubled their following on the social networking sites. According to the latest research by digital
research, one of the prominent and leading provider of digital market research shows that the presence of fashion
retailers on the social networking website has significantly grown in comparison to any other fashion retail
sectors.
Qualman (2009) concluded that Young adults are power users of social media sites .They engage
themselves with their favorite fashion brands through these online platforms and consider their opinions about
brands important .According to “Young Adult Revealed” a global survey was carried out on 12603 people from
18 to 24 years old among 26 countries to find out how much young adults engage online with brands every day.
The result shows 28% talked about brand on a discussion forum, 19% added brand related content to their
homepage on favorite social sites.
Stephenson (2009) concludes that in Accordance to a public relations director for Betsey Johnson
“Agatha Szczepaniak” the social media website especially Twitter is considered as an opportunity to get access
to customers .They have actually become the human voice for the brand and can be use for free advertising.
Fashion Couture houses, designers and retailers in an attempt to shape their brand personalities on real-time
worldwide online platforms are tweeting, blogging & updating their profiles on regular basis. The designers are
using social media to post videos, commercials, behind the scene and off screen footage and fashion shows
which serves to be human voice for the brand.(Stephenson,2009). Fashion houses, brands and retailers are using
social media platforms for facilitating real time and authentic relationships with consumers. Chief Executive
Officer of Oscar de la Renta Alex Bolen says, “It gives a feel to the customers as if they are part of the brand’s
complete family, and therefore the brand itself,(and) the interactive element further enhance that relationship.
(Stephenson, 2009).Social media platforms provide an advantage that “gives brands an opportunity to be a part
of discussions about their own companies”. These social networking platforms such as face book’s launch of a
company page create a strong brand advantage (where) the company is in the middle of a joint communication
with its consumer. Social media provides designers the power over releasing their new looks and designs in a
representation insightful of its reliability and vision. (Stephenson, 2009).
According to Ziv.Y (2010) The Fashion Industry is deeply rooted in traditional business practices. The
reliability and dependability of nearly all aspects of the fashion industry is mainly on people and not on the
machines which includes everything from the couture designs to marketing and the buying process. But now
with the use of social media the fashion brands can rely more on the digital technologies than the people which is
undoubtedly much faster medium of creating brand awareness among customers and to anticipate fashion
behaviors.
Social media has become one of the most popular fashionable tools which creates link between brand
and the consumer. This link not only gives boost to the purchase intent but it also increases the oral
communication. In addition to this social media can be very helpful in projecting the brands image in the minds
of well informed and conscious consumers.(Apparel Magazine,2010).
Sanand (2011) concludes that The fashion Industry is welcoming social media because it is not only a
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
3
marketing strategy but it also observes and anticipates the fashion behaviours.
According to Lee (2009) The commencement of fashion bloggers, has a significant impact on the
fashion industry. It has brought a change in everything from printing to publishing and how brands market
themselves online. The renowned fashion brands and designer such as Dolce & Gabanna, Burberry, Alexander
McQueen, along with foremost fashion magazines such as Vogue and Elle , acknowledged brilliant fashion
bloggers such as Gala Darling, Tavi,Scott Schuman of the ‘Sartorialist’ and Garance Dore. With their established
network of followers, the fashion industry have taken notice by requesting these bloggers to cooperate in fashion
design collaborations and receive seats at the front row in the international fashion week . (Lee, 2009).The
organization of communities-social media forums ,tweets and blogs, stimulate communication between brands
and their consumers. Where social networking websites such as face book and twitter have become the most
priceless and valuable tools for brands to observe consumer’s response and present real time consumer service in
the fashion industry. (Lee, 2009)
According to Noricks (2010) Fashion marketing relations and PR specialists and consultants help
clothing companies and retail stores establish and keep a positive civic image.” Fashion marketing promotions
and PR strategies for designers and brands includes: working with the media, an acquaint media kit with
packaged set of promotional materials such as photographs and background materials, scheduled media
tours/desk sides, celebrity credit promotion, fashion events which includes the information regarding runway
shows and fashion week and sales appointments. Fashion designers, retail outlets and promising stylists-all
facets of the fashion industry were estranged before the emergence and use of social media. The establishment of
“leading retailers and brands “is the result of digital PR trends” and the “alteration between brands and
publishers. (Noricks, 2010). Just the way “brands are designing their own magazines,”the publishers are making
use of their online platforms to express their opinions (i.e editorialize ) retail. Social media platforms serves as
an interactive medium for even fashion news coverage and are no longer considered as an addition to the print
magazines. The members of social networking websites are becoming the “new professionals” of the industry.
(Noricks, 2010).
Prabhakar (2010) concludes that by allowing the public behind the fashion influencer screen,(designers)
are now connecting to an exclusively fresh spectators .The social media platforms allow designers “to benefit
from the 400 million face book users and more than 22 million Twitters users,” which is helpful in providing
marketing capabilities which cannot be bought from advertising budget.
According to Phillips (2008) we human beings are multifaceted combination of private and social
selves and the interconnections presented by social media give us a convincing platform.”In organization with
the Philips’s point of view of social media, fashion brands and designers use an equation of online platforms to
provide the costumers and consumers with a judgment on the different perspectives that formulate a brand
strategy, they not only tweet and update about their collections and clothes but also about their personal parties,
holidays and besides this they also share their personal phota via social networking websites.
Bourne (2010) concluded that social media platforms provide rising stylists, bloggers and designers a
fashion outlet that has a global worldwide reach. “Social media is fashion’s newest Muse,” an article from
“Forbes.com,” discussed that social networking websites as a chance for specialized growth and appreciation for
emerging designers, stylists and bloggers.(Bourne,2010).Social networking websites and retailers are using
social media platforms as a foundation for exploring potential fashion designers. A former fashion editor ,Daria
Shualy, “launched the website “Sense of Fashion” which was primarily founded on the basis of helping
(independent) designers sell their (designs) and to provide better communication with customers and
consumers.(Bourne, 2010)
According to DiMauro (2011) social media in the fashion industry is aiding the development of “social
fashion,” where expertise are applied to support art .Fashion bloggers and freelance stylists are considered as a
integral part of brand’s marketing and promotional strategies.
According to Olivier (2008) when shopping online, the customers are comfortable in buying the
products from retail sites they can trust. Social media has brought fresh and innovative elements into the online
shopping experience and is potentionally catalyst for additional profits, giving brands and retailers an
opportunity to place their products in front on thousands of potential customers in a familiar and easily reachable
surroundings .The social networking platforms have a wider reach to the potential consumers and target market,
the customizable and accommodating interface of the networking sites is introduced to them as a perfect
platform to cater a larger no of audience and for expansion of business in an interactive environment.
(Olivier, 2008).
Michault (2009) concluded that a perfect example of the influence and impact of social media was
during a round of fashion shows in 2009.Just by one tweet from Lady Gaga so many people clicked on the live
streaming of Alexander McQueen’s fashion show which caused the site’s server to crash.
According to Morrissey (2010) to promote its Poppy line of affordable but luxury fashion clothing the
brand Coach decided to run a social media campaign. When the line was launched back in 2009 Coach banked
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
4
on face book and tapped into its fan base. All the face book fans were given a gift on their visit to the Coach
store. (Morrissey, 2010)
According to Agresta (2010) Social media marketing also includes understanding the online consumer
behavior. The print, radio and television advertising is now replaced by the social media advertising which has
become an important channel of marketing campaign. Today, people communicate via social networking
websites, where peer reviews and opinions are of greater importance. Consumers are more expected to look for
blog reviews and ratings and follow the like and dislikes of their friends via face book, tweeter and so on.
3. METHODOLOGY
My research topic is to determine the effect of social media on the fashion Industry therefore it will be
considered as a causal research.
3.1 Data & Variables
This research topic calls for primary data to be collected. I have collected the data using questionnaires (see
Appendix 1 for questionnaire).The likert scale questionnaire was used in order to find the results and relationship
between independent variable i.e. social media and dependant variable i.e. fashion industry .It consisted of 10
questions.
Below is the conceptual framework that shows the variables:
3.2 Sample Technique
I have followed the convenience sampling by floating questionnaires to the people who were easily accessible.
The questionnaires were distributed in the following educational institutions and office.
Asian Institute of fashion designing (AIFD)
Greenwich University
Fatima Jinnah dental college
Indus Valley school of arts and architecture(IVS)
A & b Productions
3.3 Sample Size
The Sample Size of 130 questionnaires was used for the analysis. Total no of questionnaires floated and
received back were equal i.e. 130 which means the response rate was 100 %.
3.4 Model
The purpose of my research is to identify the impact of social media on fashion industry’s Therefore I have
used Regression Model. Where social media was independent variable X and fashion industry was dependent
variable Y.
ε
β
α
+
+
=
XY
Where
Y= Fashion Industry
X=Social Media
α and β = coefficients
ε = error term
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
5
4. RESULTS AND INTERPRETATIONS
4.1 Results
Reliability Statistics
.697 .655 10
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items N of Items
Cronbach’s alpha is used to check reliability of a questionnaire. Its lenient cutoff is 0.6 and strict cutoff
is 0.7. As we are getting 0.697 which is closer to 0.7, it shows that questionnaire is reliable.
Correlations
1 .454**
.000
130 130
.454** 1
.000
130 130
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Social_Media
Fashion_Industry
Social_Media
Fashion_
Industry
Correlation is significant at the 0.01 level (2-tailed).
**.
Correlation shows interdependence between two variables. Here, we are getting 45.4% correlation
between social media and fashion industry which is significant at 1% as Sig value is less than 0.01. Hence,
Social media and fashion industry are highly interdependent on each other.
Model Summary
.454
a
.206 .200 .57999
Model
1
R R Square
Adjusted
R Square
Std. Error of
the Estimate
Predictors: (Constant), Social_Media
a.
R square is also known as Coefficient of determination which shows goodness of fit of the model i.e.
explained variations of a model. Here, it is 20.6% which means changes in social media dictates 20.6% changes
in fashion industry. Furthermore, the difference between R-square and adjusted R-square is less than 5% which
signifies that there is no sample error.
ANOVA
b
11.160 1 11.160 33.174 .000
a
43.058 128 .336
54.218 129
Regression
Residual
Total
Model
1
Sum of
Squares df Mean Square F Sig.
Predictors: (Constant), Social_Media
a.
Dependent Variable: Fashion_Industry
b.
Anova shows over all significance of a model. Also, significance of Anova shows significance of
goodness of fit. Cutoff of F is 4 which show it is significant. Here F-statistic obtained is 33.17 which is greater
than 4 which means it is significant. Moreover, as Sig value is less than 0.01 it is significant at 1%.
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
6
Coefficients
a
1.466 .296 4.963 .000
.457 .079 .454 5.760 .000
(Constant)
Social_Media
Model
1
B Std. Error
Unstandardized
Coefficients
Beta
Standardized
Coefficients
t Sig.
Dependent Variable: Fashion_Industry
a.
The table shows impact of Social Media on Fashion Industry .Here, the coefficient of social media is
positive 0.457 which suggests that there is a direct relationship between fashion industry and social media.
Furthermore, if social media score increases by one unit, fashion industry’s score will increase by 0.457 units.
This relationship is statistically significant as t value obtained is 5.76 and is greater than 2. This significance is
also shown by sig value which is less than 0.01 so we conclude that model is significant at 1%.
4.2 Discussion
This research aimed to determine the impact of social media on the fashion Industry. In order to receive a better
understanding of the impact of social media on the fashion industry and how useful it is for the fashion industry
to incorporate online platforms in their marketing strategies primary data was collected by floating
questionnaires through convenience sampling and the result was concluded on the basis of these questionnaires.
The result findings show that social media and fashion industry are highly interdependent on each other.
Moreover, social media and fashion industry have a significant relationship which means if there is an increase
in social media by 1% it will lead to a increase in fashion Industry by 20.6 %.
Comparing the results with the previous research there is a difference in the findings. According to
Han Nguyen (2010) People prefer traditional marketing more and have a neutral feeling about fashion profile on
face book. Consumers hear about fashion brands mainly through radio, television and magazines. He concluded
that Traditional marketing is still the main tool to create brand awareness among consumers as social media
platforms can only reach a particular target market.
According to Laura Elizabeth (2011) with the use of social media people are connecting with brands
on a personal level which in turn is affecting the fashion retail industry in many ways by providing a platform to
interact with their consumers and promote their products. The relationship that social media creates between
brands and the consumers is essential for brands in order to drive sales in future. Moreover, the use of social
media over the recent years across all demographic groups is dramatically increased. The data collected from the
subject survey suggests that the brands should continue to utilize creative online marketing strategies in order to
engage consumers directly and more personally with the fashion brands.
5. CONCLUSION & RECOMMENDATIONS
5.1 Conclusion
Considering the data analysis and result findings of the study, the hypothesis H0 has been rejected because
according to the results there is a direct and significant relationship between social media and the fashion
Industry.
For brands and designers joining the social media bandwagon, the benefits are numerous. Besides
being a free tool for public relations, social media is also connecting potential buyers to marketers. The emerging
designers, as well as the high end labels are using social media as one of their marketing strategies. With the big
brands and designers in the industry using social media to create hype and buzz of fashion shows and events just
before they are actually launched ,it would be safe to conclude that future of the fashion Industry looks
promising. The fashion industry is going through a transformation as far as social advertising is considered.
While some brands are still uncertain, the others have incorporated social media as a fundamental part of their
marketing strategies. The passion with which both consumers and designers have embraced social media is
overwhelming .Undoubtedly, social media, is the hottest trend in fashion in today’s world and we have every
reason to believe in the power and impact of social media.
5.2 Recommendations
After conducting the study, analysis of the researched literature and interpretation of the data collected
concerning the topic “the effects of social media on the fashion industry”, provides interesting result and
conclusions. A few recommendations for practice must include an active online presence consistently to acquire
reliable consumers as a brand, utilizing the fashion industry and its professionals for possible collaborations, and
to effectively communicate with the consumers by staying in -tune with the latest internet trends and creating
Journal of Resources Development and Management www.iiste.org
ISSN 2422-8397 An International Peer-reviewed Journal
Vol.7, 2015
7
innovated campaigns.
As we know the world and society’s daily life changes at odds and fast pace, in order to cope up with
the timely changes an individual must have an active presence. When it comes to social media it is even more
essential and important to stay active with the evolving technological online outlets.
With the accessibility of social media to everyone, the fashion industry is gaining a new platform of
emerging designers, stylists and fashionistas who are self styling their own voice and career.
For designers and brands that are using online platforms to welcome customers as a part of the brand’s
extended family, it is vital for them to stay connected with their customers.
Today with the emergence of social media and online platforms, people are using their voices and
posting comments and opinions on fashion. This enables the individuals who are interested in fashion but have
limited fashion knowledge, to break into the industry due to the recent shift of evolving designers collaborations
with fashion bloggers.
In brief, Social media does not diminish the role of traditional media, but it provides another channel
for consumers to experience the brands they love and adore.
6. References
Apparel magazine.(2010).How Social media is revolutionizing the Apparel Industry-One message at a
time.(2010).Apparel magazine,52(4),1-6.Retrieved from EBSCO host.
Bourne, L. (2010, September 07). Social media is fashion’s newest muse. Retrieved From
http://www.forbes.com/2010/09/07/fashion-social-networking-customer- feedback-forbes-woman-
style-designers.html
Brake, D.K.(2009),The social media bible, tactics, tools & strategies for business success, John Wiley & Sons,
Inc.
Cohen, Heidi,(2012),30 social media definitions, Retrieved from http://heidicohen.com/social-media-definition/
Di Mauro, V. (2011, October 13). Fashion & social media: Power to the people or the Publisher? Retrieved from
http://www.business2community.com/fashion-beauty/fashion-social-media-power-to-the-people-or-
the-publisher-06645
Dorado Elizabeth, Laura. (2011). “The Effects of Social Media on the Fashion Retail Industry”, Elon University
Strategic.
Lee, R.W, (2009,December 21),five ways social media changed fashion in 2009,Retrieved from
http://mashable.com/2009/12/21/social-media-fashion/
M2PressWIRE. (2011).Retailers more than double their following on social media sites. (2011).M2PressWIRE,
Retrieved from EBSCO host.
Michault, J. (2009, November 17). From couture - to conversation; special report. International Herald Tribune,
pp. Leisure; Pg 13. Retrieved from Lexis Nexis.
Morrissey, B. (2010, August 23). Social media fashion statements. Adweek.com. Retrieved from LexisNexis
Nguyen, Han. (2010). “Face Book Marketing in the fashion Industry”, Arcada University, Applied Sciences,
International Business
Noricks, C. (2010, September 14). Advanced social media for fashion brands and Retailers. Retrieved from
http://www.prcouture.com/2010/09/14/advanced-social-media-for-fashion-brands-retailers/
Oliver, C. (2008). Social Networks Change the Online Retail Game. Retrieved Feb.8, 2011, from IT World an
open exchange, New York. Web site: http://www.itworld.com/internet/59323/social-networks-change-
online-retail-game.
Phillips, D. (2008). The psychology of social media. Journal Of New Communications
Research, 3(1), 79-85.
Prabhakar, H. (2010, February 13). How the fashion industry is embracing social media.
Retrieved from http://mashable.com/2010/02/13/fashion-industry-social-media/
Qualman,E.(2009).Socialnomics, how Social media transforms the way we live and do the business. John Wiley
& Sons, Inc.
Searle, Jennifer. (2010).What role do fashion bloggers play? Retrieved from
http:// what role do fashion bloggers play iFashion_php.mht
Stephenson, L.(2009).From Blogs to Twitter, Fashion World Rushes to Tap into Social media.WWD: Women’s
Wear Daily,197(131),1-1MULL,Retrieved from EBSCO host.
Ziv,Y.(2010).How the Fashion Industry is using Digital tools to Increase ROI. Retrieved
Feb.9,2011,from Mashable, New Jersey. Website: http://mashable.com/2010/10/21/fashion-
digital.tools/.
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... SM is defined as websites that allows profile creation and visibility of relationships between users (Boyd & Ellison, 2008). Ahmad et al. (2015) and Nair (2011) defined SM as an integration of online platforms and communication channels that are used by people to share information, profiles, and media to facilitate interactions between different groups of people globally. The likes of tweets, blogs, and social networks such as Facebook, Instagram and YouTube offer fashion brands with different ways to connect with customers (Mohr, 2013). ...
... In previous studies (Dorado, 2011;Mohr, 2013;Sashi, 2012;Ahmad et al., 2015) scholars have focused on SM, as a critical marketing tool for CE in the Fashion Industry. ...
... In fact, the study findings highlighted that fashion retailers invested in sponsored pop-up advertisements and influencers to connect with customers through SM platforms specifically on Facebook and Instagram. These findings are consistent with previous studies which points out that Facebook is a critical SM tool for retailers to connect with customers on a personal level, while influencers are used to reach good number of followers (Ahmad et al., 2015;Mohr, 2013). Further, the study findings strongly align with recent studies (Guesalaga, 2016;Bowen & Ozuem, 2019) suggesting that SM influenced shoppers to be brand loyal as this was observed during the research. ...
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In a quest to engage customers in a long-lasting relationship, many companies adopt a Customer Loyalty Programme (CLP). Currently, over 3.3 billion customers are enrolled in one or more CLPs (Berry, 2015). However, 88% of customers suggest that retailers could improve CLPs to earn their long-term loyalty (Clarus, 2019). A literature review is constructed in this research to help the author to establish a strong understanding of the research topic and to demonstrate the type of topics important for the present study. This study seeks to investigate the effectiveness of CLPs as a Customer Engagement (CE) strategy by identifying types, benefits, challenges and improvements from a fashion retailer's perspective. With a multiple case study approach, this study will use semi structured interviews and direct observations as primary data collection tools. The suitable participants for the study would be the store managers from selected fashion retailers. This study aims to fulfil three key study gaps; a) limited research on the effectiveness of CLPs in fashion industry, b) inadequacy in addressing CLPs from a retailer's perspective, and c) NZ's wealthy fashion market that needs to be studied on its own context. Hence, this study findings would be helpful to fashion industry management teams to use CLPs effectively. 4 Acknowledgement
... Therefore, marketing departments try to identify these influential users to collaborate with them to shape their brand image, push products in the market, and influence fashion trends in a specific domain or area (Jin et al., 2019). More recently, fashion companies have also started to co-create new products with social media influencers to benefit from their knowledge about consumer preferences and their closeness to the target group (Ahmad et al., 2015). ...
... As these shows are one of the most relevant events regarding trend diffusion in the fashion industry (Bhardwaj and Fairhrust, 2010), the power of social media influencers further increases regarding trendsetting. In addition to fashion journalists, celebrities and retailers, social media influencers influence how the new ideas of fashion designers are perceived by their followers (Jackson, 2007;Ahmad et al., 2015). Besides, active participants in OSNs serve as an inspiration source and are integrated into the design and development process of new products. ...
... Active social media users have gained influence on new creations as well as on what will be accepted as a trend. Social media users can become designers, but designers also can become trendsetters due to the emergence of social media platforms and their increasing usage (Ahmad et al., 2015). ...
Thesis
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The fashion industry operates in a highly competitive market with an increasing power of consumers regarding fashion trend creation and diffusion induced by the wide usage of online social networking platforms. This forces fashion companies to adapt their methods of trend prediction to meet consumer needs and preferences and to stay competitive. Social networking platforms provide an instrument to share ideas and opinions which allows users to influence others in their behaviors, and therefore, influence the development of trends. The content published on these platforms, thus, is a rich data source for the fashion industry containing information about changing consumer needs and upcoming trends. Fashion companies, however, challenge to benefit from this social media data for trend prediction purposes as they lack the knowledge about the trend-relevant users who publish content that includes information about future trends. This research addresses the challenge of profiting from this valuable data source for trend prediction, especially in the highly competitive fashion industry. It argues that trends are created and diffused by trendsetters and that the content which is shared by these trendsetters in online social networks includes information that enables early trend detection. Due to this, the study seeks to identify trendsetters based on their digital trace which they leave on online social networking platforms and addresses the question of how fashion trendsetters in online social networks can be identified automatically based on social media data. To achieve this goal, a feature framework is created based on literature review and expert interviews which enables the measurement of characteristics of trend-relevant roles based on social media data. Next, a two-step approach is developed which first extracts a topic-relevant sample of users (community) from a huge online social network, and then identifies the online trendsetters within this sample based on a supervised machine learning approach. For its development, a prototypical data analysis is realized based on publicly accessible data from the online social networking platform Instagram. The resulting methodology for the identification of online trendsetters related to a specific topic area consists of a topic-focused community detection approach and a classification model. The analysis of the relevant features for the model’s class decision further reveals insights into online trendsetters’ characteristics in online social networks. The evaluation of the developed methodology shows its transferability to other use cases and validates the trend prediction potential of the identified online trendsetters. The results of this thesis contribute to research and practice. The insights gained about online trendsetters’ behavioral patterns, characteristics, and the relevant features for their detection in online social networks expand the knowledge about online trendsetters related to the fashion industry, and thus, contribute to the area of trend research and the recently emerging field of fashion informatics. Besides, the insights can be used by companies to identify appropriate marketing partners to influence trends. Furthermore, the developed methodology supports fashion companies with providing a new data source to increase trend prediction quality and facilitates the identification of changing consumer needs and preferences.
... It's affect the slow adoption for luxury fashion brands in using social media platform. Besides that, the products that sold by luxury fashion brands are more expensive that other fashion companies causing the target of luxury fashion brands being the wealth customers [7]. Thus, this wealth association created an elitist attitude which have an opposite characteristic with social media as a mass media image and large diffusion. ...
... Digital technology advancement is currently challenging fashion design education (Marniati & Wibawa, 2019), as it has become an integral part of the fashion industry (Sun & Zhao, 2018). Evolving into connecting individuals to industries has enabled the fashion industry to communicate with their customers (Ahmad, Salman & Ashiq, 2015;Halel, Ozuem & Lancaster, 2018). As fashion consumers are more digitally connected (Zhao, Davis & Copeland, 2018), FDEs are running a risk if they are not active on social media (Duggal & Jain, 2019;Bilal, Ahmed & Shahzad, 2014). ...
Conference Paper
Fashion design entrepreneurs (FDEs) are compelled to embrace digitalisation to create a competitive advantage and provide the Web 2.0 (participative and social web) smart customer with the service they require. The purpose of this research was to determine how social media facilitates custom-made apparel design decisions in the FDE context. This study sets out to apply the third-generation activity theory to show the role social media plays in the activity system's result between a customer and FDE during the design process. Qualitative data from three independent exploratory studies conducted in Gauteng, South Africa, were used. The study participants for each study were purposefully selected, either as customers of custom-made apparel designers or custom-made apparel designers of SMEs. Content analysis of social media-related extracts from transcribed data was used to identify the technological and semiotic elements of the mediating activities within the customer (subject) and designer (subject) activity systems. Findings suggest that social media as technology, for both activity systems, acts as an inspirational, marketing, distance bridging and design-process tool through the semiotic use of messaging and pictures. Through social media technology, comments and pictures facilitate the semiotic use of social media in each of these tools. Between the two activity systems, the design process facilitates the introduction, design development, or agreement and design progress or completion phases of the process, using comments and pictures as semiotic elements of communication. Through mobile phones, design communication between the activity systems is supported within the fashion community considering social media policy and regulations. Social media is a valuable tool through which the customer and FDE can engage in the design process in an emerging context. The success of the FDE may be reliant on the use of social media and better advocacy of the entrepreneurial business context within design education. FDEs need to understand the importance of the dialectics between creative design and creative business management to ensure the future of fashion designers in an emerging context such as South Africa.
... In 2015, Amazon released its first virtual personal assistant, the 'Alexa' smartphone speaker. In 2017 it was started 'Whole Food', it also enters the food market [22]. ...
... In 2015, Amazon released its first virtual personal assistant, the 'Alexa' smartphone speaker. In 2017 it was started 'Whole Food', it also enters the food market [22]. ...
Article
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Purpose: The internet has concise the world bringing global community to very close. It helps to communicate information in a cheaper, quicker, and simpler form. At present era, the internet enables fashion businesses to reach out to each and every corner of the world without making significant investments. Fashion companies might have their own website to promote and sell their products or they can also exhibit their products on e-commerce and social networking platforms, drawing a larger number of buyers. Fashion houses can use online media to sell their items all over the world at a low cost. The main purpose of this study is to see the development of fashion products through online retailing. The author mainly considered Amazon and Flipkart for the study. Methodology: This qualitative research is based on secondary data. Secondary data is gathered from the research papers published in reputable journals, newspapers, articles. Financial information was collected from the annual reports of Amazon and Flipkart and also census reports. Findings: The major findings of the study are: Male customer expressed a greater desire to purchase fashionable products, there is a healthy competition between both Amazon and Flipkart, Celebrities are being used by Amazon and Flipkart to promote their fashionable products, Flipkart's Recommendation module and Amazon's Stylist assist users to discover more and more fashion and other products similar to the ones they've looked at. It has one of the greatest conversions and contributes significantly to the company's revenue and units. Practical Implication: This study will be helpful to know the different fashionable products offering by the Amazon and Flipkart companies and marketing channels using by these two companies to market their fashion products. Paper Type: Company Case Study
... In 2015, Amazon released its first virtual personal assistant, the 'Alexa' smartphone speaker. In 2017 it was started 'Whole Food', it also enters the food market [22]. ...
Article
Full-text available
Purpose: The internet has concise the world bringing global community to very close. It helps to communicate information in a cheaper, quicker, and simpler form. At present era, the internet enables fashion businesses to reach out to each and every corner of the world without making significant investments. Fashion companies might have their own website to promote and sell their products or they can also exhibit their products on e-commerce and social networking platforms, drawing a larger number of buyers. Fashion houses can use online media to sell their items all over the world at a low cost. The main purpose of this study is to see the development of fashion products through online retailing. The author mainly considered Amazon and Flipkart for the study. Methodology: This qualitative research is based on secondary data. Secondary data is gathered from the research papers published in reputable journals, newspapers, articles. Financial information was collected from the annual reports of Amazon and Flipkart and also census reports. Findings: The major findings of the study are: Male customer expressed a greater desire to purchase fashionable products, there is a healthy competition between both Amazon and Flipkart, Celebrities are being used by Amazon and Flipkart to promote their fashionable products, Flipkart's Recommendation module and Amazon's Stylist assist users to discover more and more fashion and other products similar to the ones they've looked at. It has one of the greatest conversions and contributes significantly to the company's revenue and units. Practical Implication: This study will be helpful to know the different fashionable products offering by the Amazon and Flipkart companies and marketing channels using by these two companies to market their fashion products. Paper Type: Company Case Study Keywords: Fashionable Product, Fashion, Online Retailing, Online Retailing Channels, Amazon, Flipkart.
... It has given a new horizon in the field of marketing thereby giving prospects to the marketers to create awareness of products among customers. The interactive features of social media have brought people around the world into a common platform where ideas and information are shared freely (Ahmad et al., 2015). Thus, in this sense, handicraft products can also go for social media presence to enjoy the various benefits of social media over different platforms. ...
Article
Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.
Article
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Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).
Article
The online retail segment has evolved and grown significantly over the past few years. Cash on delivery has been one of the key growth drivers and is touted to have accounted for 50%-80% of online retail sales. Players have adopted new business models amidst posing teething issues. Social media are becoming new online market places with new researches showing people looking to social networks for their next purchases. Fashion industry is one of the businesses where frequent changes occur and social media is one of the most convenient and cheapest means to communicate. Thus, Fashion is a natural fit with social media. In the context, the paper explores the role of social media for online retailers and how fashion brands can harness its power in understanding what it is doing right and what the mistakes to avoid are.
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