Social media in the fashion industry refers to how brands in the named sector connect with their target market through social media outlets such as
Facebook, Twitter, and YouTube. “Until recently, the fashion industry has been fashionably late to the social media party, refusing to adopt it at all, or merely adopting one-way communication via social networks and RSS feeds for sales and promotions. Many brands initially believed social networking would weaken the relationship with consumers, but for most it has turned into a “genuine interaction between brand and client..These brands use social media as a contemporary platform to connect with younger demographics.
Becoming a part of the social media network allows companies in the fashion industry to capture a large audience. “The Fashion Industry has adopted social media as a marketing platform to reach their customers online and reignite brand passion and customer loyalty. The easily accessible, conversational nature of social media makes it an ideal platform for building consumer trust and loyalty - crucial components of fashion marketing. Brands attempt to distinguish themselves in social media by offering promotions, perks, and discounts.
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