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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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Purpose : The main purpose of this study is to investigate the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka. Design/methodology/approach : The sample selection was done using a convenience sampling strategy. An online survey was conducted, and data gathered from consumers who worked for a range of organizations, including universities in the Colombo district (Sri Lanka). Findings : The results illustrated that social motivation has a significant positive effect on trust as well as online purchase intentions. And they further demonstrated that a consumer's level of trust has a significant impact on their online purchase intentions. Trust was also found to partially mediate the relationship between social motivation and online purchase intention. Research limitations/implications : The study was solely focused on the Sri Lankan fashion industry. Consumer behavior relating to other industries may differ. Therefore, this model can be further developed to encompass other industries in future studies. Practical implications : The study contributes to practical solutions in the development of consumer behavior (in the context of social media marketing). Stakeholders in the fashion industry may take the suggestions of this research, such as how to incorporate “trust” in social media marketing to attract and retain customers, into consideration in their future decision making. Originality/value : This study is the first study in the Sri Lankan context to assess the mediating effect of trust on the relationship between consumers' social motivation and online purchase intentions in the context of social media marketing in the fashion industry of Sri Lanka. Overall, the results offer implications that align with existing theories and contribute to practical solutions in the development of consumer behavior (in the context of social media marketing).
... Furthermore, the use of social media has skyrocketed in recent years across all demographic categories. According to the results of the subject poll, brands should continue to employ innovative internet marketing methods in order to engage consumers directly and more personally with fashion brands (Ahmad et al., 2015) [18]. ...
Article
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Purpose: People enjoy digital shopping because it allows them to make purchasing decisions anytime and wherever they choose. Businesses can use social media to showcase their products on websites like Facebook, Instagram, and others. The goal of this study is to discover the social media variables that impact customer purchasing decisions as well as to examine consumer perceptions of the items, and determine how social media impacting factors directly affect customer purchase decisions of fashion products. Design/Methodology/Approach: The study relies on secondary and collected sources. This is based on a review of the existing literature, with data obtained from various exploratory articles or papers, journals, books, and magazines. Science Direct, Research Gate, and Google Scholar were used to gather the data required for the study. Findings: This result demonstrates that the concept of consumer perception - usually it is linked to a specific behavior such as emotional and cognitive because of these commitments the virtual market is becoming increasingly competitive. Users' experiences and expectations of online services are fast-changing, and it is necessary for online companies to provide quality information on their websites so that highly trusted customers are expected to make them more engaged. Originality/Value: Through this review, online buying behaviour and other areas of existing literature help the producers, entrepreneurs, and retailers to understand the social media influencing factors on buying behaviour of customers so that they can make their own marketing strategy to increase sales and gain more profit. Paper type: Review of Literature
... Furthermore, the use of social media has skyrocketed in recent years across all demographic categories. According to the results of the subject poll, brands should continue to employ innovative internet marketing methods in order to engage consumers directly and more personally with fashion brands (Ahmad et al., 2015) [18]. ...
Article
Full-text available
Purpose: People enjoy digital shopping because it allows them to make purchasing decisions anytime and wherever they choose. Businesses can use social media to showcase their products on websites like Facebook, Instagram, and others. The goal of this study is to discover the social media variables that impact customer purchasing decisions as well as to examine consumer perceptions of the items, and determine how social media impacting factors directly affect customer purchase decisions of fashion products. Design/Methodology/Approach: The study relies on secondary and collected sources. This is based on a review of the existing literature, with data obtained from various exploratory articles or papers, journals, books, and magazines. Science Direct, Research Gate, and Google Scholar were used to gather the data required for the study. Findings: This result demonstrates that the concept of consumer perception - usually it is linked to a specific behavior such as emotional and cognitive because of these commitments the virtual market is becoming increasingly competitive. Users' experiences and expectations of online services are fast-changing, and it is necessary for online companies to provide quality information on their websites so that highly trusted customers are expected to make them more engaged. Originality/Value: Through this review, online buying behaviour and other areas of existing literature help the producers, entrepreneurs, and retailers to understand the social media influencing factors on buying behaviour of customers so that they can make their own marketing strategy to increase sales and gain more profit. Paper type: Review of Literature Keywords: Customer Perception, Social-Media, Buying behaviour, Fashion Product, Attitude
... Despite the size or expertise in the industry, cleverness of business firms in the SM platform makes them progress as great players in the industry. Fashion-wear is an industry which fits in adequately to this platform due to its nature being glamorous (Ahmad et al., 2015). Customers also prefer to spend time watching elegant models wearing trendy outfits. ...
Article
Full-text available
Purpose –This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI). Design/methodology/approach – A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. Findings- The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention. Originality –This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka. Implications – This article connects the consumers’ opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.
... Despite the size or expertise in the industry, cleverness of business firms in the SM platform makes them progress as great players in the industry. Fashion-wear is an industry which fits in adequately to this platform due to its nature being glamorous (Ahmad et al., 2015). Customers also prefer to spend time watching elegant models wearing trendy outfits. ...
Article
Full-text available
Purpose-This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI). Design/methodology/approach-A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. Findings-The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention. Originality-This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka. Implications-This article connects the consumers' opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.
... Table 1 it was observed that social marketing was the most preferred strategy with weighted mean score 5.46 followed by word of mouth strategy where weighted mean score was 5.33 and cause marketing with weighted mean score 3.26. Least preference was given to paid media advertising and point of purchase (POP) marketing strategies where weighted mean score was 2.66 each and co-branding with weighted mean score 1.6 according to the data depicted in table 1. Ahmad et al. (2015) [1] in their study on impact of social media on fashion industry concluded that there has been a remarkable development in social media. Fashion businesses are more into it as it is one such business where changes take place very frequently and also social media is the most convenient as well as cheapest mans of communication. ...
Research
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The present investigation was undertaken to study retail marketing practices of designer fashion studios. The study was conducted in various fashion studios located in Ludhiana. From thirty five randomly selected fashion studios, 15 were further selected for studying their retail marketing practices through case study method. For this an interview schedule was prepared to collect data from the managers and sales staff of each studio regarding marketing strategies adopted by them. The results show that most of them spent less than Rs. 5000 per month on marketing. The factors that were considered important for promotion of a product were fluctuating consumer's preferences, consistent marketing and messaging and online marketing being more effective as well as less expensive. Also, various factors such as dynamic nature of retailing, customer oriented marketing etc. were considered important. Very few studios had their own website to update and sell their merchandise online. Most of them used Instagram to update their collections and content on daily basis followed by what's app & Facebook. On the basis of the findings, some improvements have been suggested for the studios to enhance their retail and marketing skills in order to boost their business and attract more customers.
Chapter
The fashion industry contributes $2.4 trillion to global manufacturing and employs about 60 million people worldwide, mostly women (UN Alliance for Sustainable Fashion, UN Alliance for sustainable fashion. Retrieved September 15, 2020, from https://unfashionalliance.org/, 2020). Fast fashion has increased consumption, negative social impacts, and adverse environmental effects (Todeschini et al., Innovative and sustainable business models in fashion industry: Entrepreneurial drivers, opportunities and challenges. Business Horizons, 60, 759–770, 2017). Therefore, this chapter aims to explore the adoption of sustainability initiatives in the fashion industry in Mexico. Based on secondary sources, this chapter presents the case of Someone Somewhere, which is a Certified B Corporation located in Mexico. Someone Somewhere works with Mexican artisans from the country’s poorest regions and offers their products to consumers through fair trade. This case illustrates how sustainable fashion is implemented in emerging markets. It shows how a BCorp promotes social quality, ecological integrity, and human flourishing (Fletcher, 2013 cited in Guedes, B., Paillard-Bardey, A. C., & Schat, A., Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience. International Journal of Market Research, 62 (2), 124–126, 2020) and contributes to Sustainable Development Goals 1, 5, 8, 10, and 17.KeywordsFashion industryBCorpSustainable Development Goals
Thesis
Full-text available
In a context where social networks and online shopping are part of the everyday life of the new consumer, a new digital marketing trend is emerging, leveraged very much in part by the COVID-19 pandemic, which has accelerated and completely changed the e-commerce landscape, perhaps more than at any other time in history: social commerce. Sales are no longer made solely and exclusively through online stores or e-commerce platforms, but are now possible directly from social networks, which have increasingly integrated and native shopping features and tools that leverage social commerce. In order to positively impact the new digital consumer and increase online sales through its social networks, MO, a textile fashion brand that belongs to Sonae Group, set the challenge of understanding how it would be possible to start using social commerce in its business. To do so, it was necessary to better understand this phenomenon, the emerging trends in markets where it is already a reality, as well as the features that the big social commerce players contain, which this study sought to answer. Additionally, good practices that could be applicable to the Portuguese reality and to their own business were identified. The present study, which used a qualitative methodology by using a narrative literature review, content analysis of articles, web pages, reports and social networks of the inspirational international competition and direct observation of MO and its competitors (Zippy, H&M and Lefties) content, resulted in a proposal to boost the sales of MO with social commerce trends and best practices analyzed.
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