The Role of Social Media in the Fashion Industry: The Case of Eco Luxury in Today’s Consumption

2021 ◽  
pp. 97-115
Author(s):  
Concha Pérez-Curiel ◽  
Gloria Jiménez-Marín ◽  
Irene García-Medina
Keyword(s):  
Social Media ◽  
Fashion Industry

The Diet Prada effect: ‘Call-out culture’ in the contemporary fashionscape

2019 ◽  
Vol 6 (1) ◽  
pp. 97-113 ◽  
Author(s):  
Vanessa Gerrie
Keyword(s):  
Social Media ◽  
Fashion Industry ◽  
The Past ◽  
Cultural Phenomenon ◽  
Fashion Products ◽  
Close Analysis ◽  
Fashion Designers ◽  
Age Independent ◽  
Do So

Fashion criticism has found a new democratic platform in this technetronic age that has been impacted by the emergence of online ‘call-out culture’, a cultural phenomenon born of this digital age. Independent voices are finding traction within the famously hermetic fashion industry who are holding fashion designers, marketers, editors and all those gatekeepers in between, accountable not only for copycat fashion products but also for racist and bigoted appropriations that appear in campaigns and editorials. In examining ‘call-out culture’ in the fashion industry this article will extrapolate on how and why these cultural phenomena have gained traction in relation to the contemporary fashion industry and what this means for the future of the industry. I do so through the wider contextualization of looking at ideas of authenticity and transparency, effects of social media, and the role of cultural criticism in fashion. The methodology utilized in this article is in the form of the close analysis of two case studies, the independent fashion critic sites Diet Prada and The Fashion Law, which have both gained traction in the past two years for their unbiased and unrelenting agenda to call out fashion’s indiscretions.

scholarly journals The Role of Fashion Bloggers in Fashion Marketing Communication

2019 ◽  
Vol 85 ◽  
pp. 8-23
Author(s):  
Akvilė Mickevičiūtė ◽  
Daiva Siudikienė
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Research ◽  
21St Century ◽  
Product Reviews ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Wide Audience

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

scholarly journals The role of relational and informational capabilities in mediating the effect of social media adoption on business performance in fashion industry

2021 ◽  
Vol 5 (4) ◽  
pp. 569-578 ◽  
Author(s):  
Ni Nyoman Kerti Yasa ◽  
I Gusti Ayu Ketut Giantari ◽  
I Putu Gde Sukaatmadja ◽  
Tjokorda Gde Raka Sukawati ◽  
Ni Wayan Ekawati ◽  
...  
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Sample Size ◽  
Business Performance ◽  
Fashion Industry ◽  
Purposive Sampling ◽  
Analytical Technique ◽  
Sampling Approach

This study aims to explain the role of relational capability and informational capability in mediating the effect of social media adoption on business performance. The population of this study is the owners of the fashion sector SMEs in Bali. The sample size used was 114 businesses with a purposive sampling approach. The analytical technique used is Path Analysis using the SEM-PLS approach. The results show that the adoption of social media has a positive and significant effect on business performance. Social media adoption has a positive and significant effect on relational capability and social media adoption also has a positive and significant effect on informational capability. Furthermore, relational capability has a positive and significant effect on business performance and informational capability has a positive and significant effect on business performance. Relational capability and informational capability can significantly mediate the effect of social media adoption on business performance. Therefore, it is important for SME owners in the fashion sector in Bali to intensify the adoption of social media to build relational and informational capabilities in order to increase business performance.

Fashion and Social Media

2016 ◽  
pp. 649-669
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Fashion Industry ◽  
Media Environment ◽  
Italian Market ◽  
Exploratory Approach ◽  
The Social ◽  
Marketing Tool ◽  
Use Of Social Media

Although it is clear that social media is powerful, many luxury fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, this chapter studies the use of social media in the luxury fashion industry through three case studies from the Italian market. The aim is to understand the role of social media as a strategic marketing tool and its broader implications to the overall marketing strategy. The findings arising from this research can help practitioners and managers to make sense of the social media environment and better understand how to design social media activities to engage with the luxury fashion consumer.

Fast-Fashion Meets Social Networking Users

2017 ◽  
pp. 62-88
Author(s):  
Tehreem Cheema
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Global Economy ◽  
User Generated Content ◽  
Purchase Decisions ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Online Social Media ◽  
Advanced Technologies

With the emergence of e-commerce, the fast fashion industry has experienced a revolution in terms of its management and how it is marketed. Rapid advancements in internet-related infrastructures and services have propelled explosive growth in what is considered to be one of the fastest growing industries in the global economy. The future of fast fashion is now being influenced by advanced technologies. The growing role of online social media and networks in marketing has important implications for how consumers, channels, and companies interface. Shoppers harness social media and user-generated content to make key purchase decisions. This chapter contributes to the existing literature on the influence of digital marketing on fast fashion, and it provides a number of pertinent marketing recommendations in regard to the practice of apparel retailers.

Fast-Fashion Meets Social Networking Users

2021 ◽  
pp. 1580-1606
Author(s):  
Tehreem Cheema
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Global Economy ◽  
User Generated Content ◽  
Purchase Decisions ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Online Social Media ◽  
Advanced Technologies

With the emergence of e-commerce, the fast fashion industry has experienced a revolution in terms of its management and how it is marketed. Rapid advancements in internet-related infrastructures and services have propelled explosive growth in what is considered to be one of the fastest growing industries in the global economy. The future of fast fashion is now being influenced by advanced technologies. The growing role of online social media and networks in marketing has important implications for how consumers, channels, and companies interface. Shoppers harness social media and user-generated content to make key purchase decisions. This chapter contributes to the existing literature on the influence of digital marketing on fast fashion, and it provides a number of pertinent marketing recommendations in regard to the practice of apparel retailers.

scholarly journals The role of Instagram influencers as a source of fashion information

2020 ◽  
Vol 68 (4) ◽  
pp. 58-64
Author(s):  
Elena Tomovska
Keyword(s):  
Social Media ◽  
Cluster Analysis ◽  
Information Channel ◽  
Fashion Industry ◽  
Electronic Questionnaire ◽  
Generation Z ◽  
Global And Local

Social media has become a powerful communicating tool for the fashion industry, providing an instant, democratic, user-generated dissemination of fashion trends, particularly with the younger generations. Image-centred social media, such as Instagram are particularly well adopted for fashion communication. This research aims to investigate the role of Instagram on the dissemination of fashion trends amongst Generation Z. The research used an electronic questionnaire distributed to 120 participants, aged 16 to 23 years. A commercially available tool for measuring the reach of global and local fashion influencers was used to comprise a list of influencers used in the research. Cluster analysis was used to identify Instagram influencers impacting fashion and the use of Instagram as a fashion information channel.

scholarly journals Fashion Sector and Instagram Influencers. The case of Albania

2021 ◽  
Vol 17 ◽  
pp. 1094-1105
Author(s):  
Kreshnik Bello ◽  
Hysen Muceku ◽  
Margarita Ndoka
Keyword(s):  
Social Media ◽  
Behavioral Intentions ◽  
Purchase Intention ◽  
Quantitative Approach ◽  
Opinion Leaders ◽  
Opinion Leadership ◽  
Fashion Industry ◽  
Online Questionnaire ◽  
The Impact

Nowadays we face an ever-growing number of people using social media, and Instagram is one of the most popular, where its users are exposed to the content generated by opinion leaders/influencers. The role of influencers has already been acknowledged by both academy and the companies, yet the literature in regard with this topic faces some limitations. At the same time, evidence shows that Instagram is the mostly used platform by influencers/opinion leaders in the fashion industry and influencers/opinion leaders are an important source of impact for their followers. The aim of this paper is to explore the role that influencers on Instagram play in the behavior of consumers. Its main objective is the identification of the impact that some antecedents (stimuli) have on the opinion leadership, as well as the impact that the latter has on the consequent (response) purchase intention of consumers, in the fashion sector in Albania. The research followed a quantitative approach, with a sample of 412 followers of a fashion focused Instagram account (of a non-traditional celebrity), that answered an online questionnaire. The results of the research suggest that opinion leadership impacts the consumer behavioral intentions. In regard with the practical and theoretical implications, this study contributed to a better understanding of the role of Instagram influencers in fashion sector, allowing the enrichment of literature and information in the Albanian environment. The research has also provided evidence that the use of influencers is a successful tool for marketers and companies in the fashion sector.

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