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The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites

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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
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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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... Social media platforms have become indispensable tools for studying trends, anticipating fashion behaviours, and amplifying brand reach (Ahmad et al., 2015). In the Nepalese market as well, Social media has become a marketing platform and tool in influencing the perception,opinion and attitude of common people towards a brand (Neupane, 2019) .This digitalization has boosted Nepal's fashion industry, with e-commerce and social media responsible for marketing and sales, and also online shopping encouraging traditional stores to expand online in major platforms such as Facebook, Instagram (Shrestha, 2023). ...
... According to their findings, increased brand awareness has helped boost customers' intention to purchase which in turn positively impacted growth of the fashion brand. Ahmad et al. (2015) examined how the use of social media has impacted the fashion sector with a keen focus on Karachi's customers. Through their research they found that customer engagement and brand recognition has increased through the use of social media and has improved relationships between brands and consumers which in turn led to improved sales of the clothing industry, hence contributing to its growth. ...
... Prior research papers have also used quantitative research design. The study conducted by Ahmad et al. (2015) conducted their research through a convenience sampling method on 130 participants. The data was collected through questionnaires and regression analysis along with hypothesis testing was conducted. ...
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This research paper investigates the various factors contributing to the overall growth of the Nepalese fashion industry, focusing on the roles of customer loyalty, brand awareness, social media platforms, and social influencers. A quantitative analysis was conducted using data collected from 100 respondents residing in the Kathmandu Valley. The respondents, primarily fashion consumers and social media users, completed a set of questionnaires utilizing a 5-point Likert Scale. The data was analyzed using ANOVA, regression analysis, and correlation analysis to identify the specific factors driving the expansion of the fashion sector in Nepal. The findings reveal that brand awareness, the use of social media platforms, and the influence of social influencers significantly contribute to the growth of the Nepalese fashion industry. In contrast, customer loyalty was found to have no significant effect on this growth. Understanding these contributing factors allows brands and retailers to better comprehend consumer behavior and formulate effective strategies to enhance their market presence in the fashion industry. The study suggests that fashion brands should focus on increasing brand awareness and leveraging social media platforms and influencers to engage consumers effectively. Future research could explore the long-term effects of these factors on consumer behavior and industry growth.
... With massive number of viewers, social media platform shows its huge commercial value, influencing how products are promoted. It has become not only a free tool for public relations, but also a bridge connecting the market and potential buyers [1]. And these years, marketing has become an increasingly important factor to fashion brands. ...
... Employing appropriate marketing strategies is the key to acquire both reputation and sale for the fashion house. In fact, many fashion houses have started to use social media to create contends before the event or show is actually launched, and this has brought many benefits [1]. Therefore, how social media platforms influence the brands' marketing strategies is important. ...
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In today’s society, social media platforms gained huge public attention, people use social media platforms to entertain and acquire informantions, many of the companies are also starting to make use of the social media paltforms to promote the brand and its products. Therefore, it is crucial for fashion brands to adjust their marketing strategies and take full advantage of these social media paltforms so that their brands can have a better future development. However, some brands have their extraordinary social media marketing skills. The south France brand, Jacquemus, for example, is a role model of social media marketing. Its total revenue increased 40 times during the past 6 years. This article analyzed the successful case of jacqumus, summarized X points which are important to social media marketing. This article devided the marketing strategies of Jacueqmus into brand image, creative design, and celebrity collaboration three parts, analyzed these strategies’ adaptations to social media platforms and the effect it finally achieved. It also has reference significance to other brands.
... Social media can be defined as a digitalised platform dedicated to sharing ideas and information through virtual networks and communities (Dollarhide, 2024). Socialization and media are considered an imperative form of communication that the fashion industry relies on to study consumer trends and anticipate fashion behaviours (Ahmad, Salman & Ashiq, 2015;Apeagyei 2011, cited by Shephard, Pookulangara, Kinley & Josiam 2016. ...
... Based on data collected from customers in France, the United Kingdom and the United States, research by Huang et al. (2016) has found that social media has emerged as the dominant platform for users to share information on, learn about, and interact with brands, as well as make and evaluate purchases. Because it is an integrated medium, it provides unique value to both marketers and consumers (Ahmad et al., 2015). Through social media, marketers have a faster way to engage with existing and potential customers and receive authentic information to gain insight into consumers (Huang et al. 2016). ...
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This article explores how social media can be used as a tool to develop the nascent Namibian fashion industry and encourage consumer interest. This research started from the hypothesis that a localised social media platform could be used as a tool to boost industry competitiveness as well as consumer support. The research took on a mixed methods approach where a survey was undertaken, followed by a series of interviews of local fashion industry stakeholders to gain insight into how social media could best serve Namibian fashion. Analysis of results indicates that a localised social media platform could be beneficial for the industry but it is important that such a platform not exclude opportunities of international exposure and networking. Furthermore, for such a platform to work, stakeholders in the Namibian fashion industry will have to embrace the power of influencers on social media, and the idea of ‘co-creation’ with the social media audience.
... This has created a new dimension of marketing, providing opportunities for marketers to create brand awareness among consumers. It is now considered the most transparent, engaging, and interactive form of public relations (Ahmad et al., 2015). Influencer and creator communities also play a crucial role in educating and spreading awareness, further bolstering the collective voice to seek inclusion from brands. ...
... The fashion industry uses social media to research trends and forecast consumer behavior. Social media, which has increased significantly over the past several years, has made the fashion industry more accessible to the general population (Ahmad et al., 2015). Welcoming different body types and speaking out about mental health on social media to remove stigma is a step in the right direction. ...
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The definition of beauty has undergone a profound transformation, breaking free from established conventional standards and embracing a broader spectrum of attributes. Historically, societal beauty ideals have been defined by cultural, historical, and geographic influences, perpetuating prejudice and discrimination. In recent years, there has been a shift in the fashion industry as inclusivity and diversity have become buzzwords. Diversity encompasses age, skin tone, ethnicity, sexual orientation, and body size. Achieving inclusivity requires thoughtful consideration of fabrics, styles, and silhouettes suitable for India’s distinct diversity. This study delves into the perceptions of inclusivity within the Indian fashion landscape. Employing a mixed-methods approach, this study explores how inclusivity is comprehended, embraced, and practiced in Indian fashion. The literature review highlights topics such as size inclusivity, promotion of body positivity, social media’s transformative effects, and influencers’ role in reshaping the fashion industry. It also discusses how brands embrace inclusive approaches in their marketing and the overall shopping experience. The survey among the Indian population revealed that respondents were aware of inclusivity in fashion, linking it to the idea of ‘Fashion for All.’ They highlight that inclusive brands consider factors such as different body sizes, economic backgrounds, physical abilities, sustainability, and cultural diversity. Brands such as H&M and Zara were often mentioned when discussing the inclusivity of the Indian fashion industry. Respondents indicated a readiness to support and potentially pay more for inclusive brands. The industry embraces diversity, challenges existing norms, and supports inclusivity. Despite some progress, significant gaps exist in creating authentic, inclusive fashion experiences that cater to a diverse spectrum of individuals. As the industry continues to evolve, embracing diversity, challenging conventions, and promoting inclusivity will continue to shape the future of fashion, rendering it a more accessible and empowering space for all.
... The fashionwear business, characterized by its alluring glitz and glamour, is an ideal fit for live streaming marketing. As such, fashion brands may leverage such an approach to cultivate their brand value and image (Ahmad et al., 2015;Godey et al., 2016). Therefore, the Egyptian fashionwear business represents an ideal research environment for examining the potential effects of Live streaming promotion on online impulsive buying behavior. ...
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Live streaming promotion is a groundbreaking form of e-commerce that showcases real-time visibility and synchronous interactivity attributes. Assessing its consequences would be crucial for marketers to understand its opportunities. Accordingly, this research aimed to investigate the relationship between live streaming promotion and online impulsive buying behavior. To further enhance knowledge about that relationship, a model has been suggested which includes the relationship between live streaming promotion and online impulsive buying behavior mediated by the effect of perceived value. Moreover, the suggested model included the effect of Fear of Missing Out (FoMO) as a moderator. Five hypotheses were developed and data were collected from 323 convenience Egyptian fashion wear customers using a questionnaire designed for this purpose. Two types of analyses were utilized, SEM and multi-group moderation analysis, to examine the hypotheses. Findings validated the suggested relationships. The implications of results, both theoretical and managerial, are deliberated upon. Additionally, limitations were identified and recommendations for future research were put forward. Keyword: Live streaming promotion, online impulsive buying behavior, perceived value, Fear of Missing Out (FoMO), and Egyptian fashion wear customers.
... No que à moda sustentável diz respeito, as ferramentas do mundo online não podem ser dispensadas, seguindo a ótica de que são necessárias para que as perceções negativas e a desconfiança tipicamente associadas a esta oferta se dissipem (Bonini & Oppenheim, 2008;Perry & Chung, 2016). De destacar a eficácia das redes sociais para fazer proliferar a mensagem da sustentabilidade (Orminski et al., 2021) e a inevitabilidade desta presença online para as marcas de moda alcançarem os seus objetivos comerciais (Ahmad et al., 2015). ...
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A conceção da insustentabilidade da indústria da moda começa a ser amplamente reconhecida, tornando urgente a necessidade de incentivos de forma a produzir com maior respeito pelo meio ambiente e pelos recursos humanos. Os atributos comummente associados à oferta de moda de autor, como a durabilidade, a criatividade e a estética, vêm possibilitar que o trabalho autoral se posicione na liderança da moda sustentável. Para que tal ocorra, revela-se fundamental que esta mensagem chegue aos consumidores. Com a indispensabilidade da comunicação digital para alcançar o público das marcas, é premente compreender o destaque dado às questões da sustentabilidade nas plataformas digitais da moda autoral portuguesa. As análises temática reflexiva e do conteúdo publicado no Instagram de 47 designers que apresentaram as suas coleções na “ModaLisboa” ou no “Portugal Fashion” permitiram constatar um desinteresse generalizado pela promoção do fator sustentabilidade. Foram categorizadas e analisadas 2.753 publicações, concluindo que a plataforma digital é, em larga escala, usada para expor o produto final, sendo preteridas as informações relacionadas com os processos produtivos, as matérias-primas ou a mão de obra. Estes temas foram apenas observados em cerca de 10% do total de conteúdos, sendo omissos num conjunto significativo dos designers e das marcas de moda analisados. Esta investigação apresenta importantes contributos: um cruzamento pioneiro entre moda, sustentabilidade e comunicação digital portuguesas, que permite reduzir a escassez de trabalhos na área, bem como a recomendação de boas práticas de comunicação e educação para a sustentabilidade da moda autoral nacional.
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Sustainable textile production has become a major concern in developing countries due to its huge contribution to environmental pollution. The textile industry continuously produces materials like cloths, bags, geotextiles, nets, rugs, etc. and the use of such material results presence of pollutants in the environment as heavy metals, soda, acids, dyes, aromatic hydrocarbons and other toxic substances, which result in water pollution, soil pollution, greenhouse gas emission, etc. To minimize such hazardous effects, presently this industry mainly focuses on the development of sustainable products. Some important components which are mainly focused on achieving sustainability are the use of suitable raw material (ecodesign), eco-friendly methods of production and packaging, life cycle assessment (LCA) of outcome and possible recyclability of used material/products, corporate policy and environmental management system (EMS), innovation in the business model. In developing countries new business model introduced in the textile industry, 3R’s model: reduce, reuse, repair, which aims towards sustainability, includes less waste generation, environmentally friendly, enzymatic textile processing and storage and supply chain management. This chapter focused on the key factors involved in the production of sustainable textile products in developing countries.
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هدفت هذه الدراسة إلى تحديد تأثير الانغماس والترفيه لدى الشباب الأردنيين على نية الشراء من متاجر الموضة الإلكترونية عبر شبكة الفيسبوك، إضافة إلى تحديد الفروق الإحصائية في النية الشرائية حسب الجندر، والدخل، ومستوى التعليم، ومكان الإقامة. تكون مجتمع الدراسة من جميع المستخدمين الشباب لشبكة الفيسبوك في الأردن، ووصل حجم المجتمع الفعلي إلى 1.501 مليون شخص. استخدمت الدراسة أسلوب العينات غير الاحتمالية من خلال أسلوب كرة الثلج. وبلغ حجم العينة الموصى به 386، وتمت زيادته إلى 515 عميلاً لدى المتاجر الإلكترونية الأكثر شهرة في صناعة الموضة في الأردن. تمثل المتغير المستقل في استخدام وسائل التواصل الاجتماعي، وهو يتكون من: الانغماس والترفيه عبر وسائل التواصل الاجتماعي، بينما مثلت النية الشرائية المتغير التابع. وتوصلت الدراسة إلى أن مستوى تطبيق جميع المتغيرات كان بدرجة متوسطة، ووجد أن هناك تأثيراً متوسطاً لاستخدام وسائل التواصل الاجتماعي على نية الشراء. وظهر أن المتغيرات الفرعية (الانغماس والترفيه) قد أثر كل منها على حدة بدرجة متوسطة على النية الشرائية من متاجر الموضة الإلكترونية. كذلك بينت الدراسة عدم وجود فروق ذات دلالة إحصائية في إدراك نية الشراء وفقاً لجميع المتغيرات السكانية. وأوصت الدراسة بضرورة وضع خطة وطنية للتسويق عبر وسائل التواصل الاجتماعي، وتأسيس مركز وطني غير ربحي يهتم بنشر ثقافة التسويق عبر وسائل التواصل الاجتماعي أيضاً.
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This study aims to describe the effect of price and social media on purchasing decisions with consumer motivation as a mediating variable for fast fashion products in the city of Surabaya. The independent variables consist of price and social media, the mediating variable is Consumer Motivation, while the dependent variable is Purchase Decision. In this study, the number of respondents who were conscientious was 100 respondents. Respondents in this study were consumers of Fast Fashion products in the city of Surabaya. This type of research uses a quantitative research approach by analyzing data with statistical procedures. Price has a significant effect on Consumer Motivation, Social Media has a significant effect on Consumer Motivation, Price has a significant effect on Purchase Decisions, Social Media has no significant effect on Purchase Decisions, while Consumer Motivation can Mediates Price in making Purchase Decisions and Consumer Motivation cannot mediate Social Media in making Purchase Decisions.
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