Fashion trends and social communication systems are shared across the social media. Those networks have become a significant tool in the emerging fashion in patterns and designs and a platform for approval and distribution across various global markets. According to Shipilov, Godart, and Clement (2017), various social groupings prefer different social media platforms such as Facebook, Instagram, YouTube, and Twitter among others. Besides, the majority of global conversations taking place through the social media, which has redefined itself as a model of influence in the fashion retail industry.
Justification of the Study
Social media users engage in discussions on consumer trends, fashion designs, and individual preferences. Mohr (2013) posits that technology encourages customers to interact with various designer brands and provides the opportunity to the manufacturers to analyze, make adjustments, and stimulate their purchase needs. Social media networks have become a one-stop shop for the fashion retail industry. Firstly, the photos posted on Instagram, the 3D simulations or videos hosted on YouTube and Facebook by fashion experts provide consumers with real-time exposure and experience with the emerging designs. Secondly, communication through live chats and social media messaging services influences the design and prices in the global marketplace.
The advent of fashion bloggers has created a significant impact in the fashion industry. They have taken control over the sector by commanding massive following on the social media platforms. For instance, renowned fashion designers and their brands like Gucci, Dolce, Alexander, and Gabbana have a significant following on the social media platforms (Shipilov, Godart, & Clement, 2017). Likewise, fashion magazines like Glamour and Vogue have significantly infiltrated the social media networks with their brands. Geissinger and Laurell (2016) aver that social media perspectives provide an opportunity for new entrants in the industry to market their products to the global audience. According to Einstein (2015), the traditional marketing model in the fashion industry is revolutionized by social media platforms. Indeed, social media networks command a higher population spread across all professions.
Aim of the Study
The study seeks to investigate the influence of social media in the fashion retail industry and ascertain the extent to which fashion designers involvement on the platforms such as Facebook, Instagram, YouTube, and Twitter influence the industry.
Objectives of the Study
- To ascertain the extent to which the interactions on social media through sharing of photos for various occasions impact on the fashion industry.
- To establish the impact of blogging and online marketing towards the general fashion industry.
- To establish how socio-cultural perceptions about social media affect the global fashion industry, especially for corporate and casual designs.
- To ascertain the propensity of the social media networks in influencing the prices of luxury brands, clothing, and apparel in the fashion design market.
- To examine various theoretical perspectives that provide the foundation to support social media marketing in relations to fashion and apparel.
Methodology of the Study
The objective of the study is to examine empirical evidence that would lead to the evaluation of the social media linkages to the fashion retail industry. The study proposes a mixed approach of both qualitative and quantitative. The secondary literature from professional publications such as books, peer-reviewed journals, and lecture notes among other existing scholarly work will be investigated. Conversely, the primary data from surveys and self-completion questionnaires will be collected and reviewed using statistical tools such as SPSS. The analysis of the primary data will be compared to the trends recorded from literature review to ascertain the extent to which the findings support the aim of the study.
References
Einstein, B. R. (2015). Reading between the lines: The rise of native advertising and the FTC’s inability to regulate it. Brook. J. Corp. Fin. & Com. L., 10, 225-242.
Shipilov, A., Godart, F. C., & Clement, J. (2017). Which boundaries? How mobility networks across countries and status groups affect the creative performance of organizations. Strategic Management Journal, 38(6), 1232-1252.
Geissinger, A., & Laurell, C. (2016). User engagement in social media–an explorative study of Swedish fashion brands. Journal of Fashion Marketing and Management, 20(2), 177-190.
Mohr, I. (2013). The impact of social media on the fashion industry. Journal of Applied Business and Economics, 15(2), 17-22.