The impact of social media on fashion consumer behaviour

Source: Photo by Georgia de Lotz on Unsplash

Social media has had a significant impact on the behaviour of fashion consumers in recent years. With the emergence of social networking sites such as Facebook, Twitter and Instagram, the fashion industry has been able to connect with consumers using the latest social networking technology. The fashion industry uses social media to study trends and predict fashion behaviours. Social media has become an effective marketing tool, creating a new dimension of marketing and providing many opportunities for marketers to create brand awareness among consumers.

Fashion designers and brands that realize the true value of social media are the ones that have massive followings. Not only that, but fashion bloggers also have a key role to play in the industry. They are considered thought leaders and have a voice in the industry. Brands rely on fashion bloggers for feedback on their products and act as a link between target consumers and brands. Blogs give designers the opportunity to receive feedback on their collections.

Blogging has created a new muse, providing consumers with the opportunity to connect with the brands they love and adore. Initially, print media was dominant and powerful, but now the power has shifted to consumers and what they consider trustworthy. If they perceive bloggers to be trustworthy, then they are also perceived to be powerful. The fashion industry is now becoming more accessible to the general public, all thanks to social media, which has grown massively in recent years.

For brands and designers who join the social media bandwagon, the benefits are many. In addition to being a free PR tool, social media also connects potential buyers with marketers. Up-and-coming designers, as well as high-end labels, are using social media as one of their marketing strategies. With major brands and designers in the industry using social media to create hype and buzz of fashion shows and events just before their actual launch, it would be safe to conclude that the future of the fashion industry looks promising.

While some brands are still uncertain, others have incorporated social media as a fundamental part of their marketing strategies. The passion with which both consumers and designers alike have embraced social media is staggering. Without a doubt, social media is the hottest fashion trend in today’s world and we have every reason to believe in its power and impact on fashion consumer behaviour.