The Importance Of Social Media In The Fashion Industry

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Social media has become a new hybrid and strong component of the integrated marketing communications that allow organizations to establish strong connection with consumers (Mangold and Faulds, 2009). Kaplan and Haenlein (2010) defined the social media as a group of applications based on the Internet and on ideological and technological foundations Web 2.0, and which allow the creation and exchange of content generated by the user. The fashion industry has long ago recognized the importance of marketing and product branding. Social media, modern ways of communication and marketing are just some of the factors that influence the creation of a quality product. In fashion industry, the value of the brand is more important than any other item, especially if it is a luxury brand. Hermès fashion company, famous for its luxury bags, was collaborated with the…show more content…
Fashion companies using social media to attract more customers and gain loyalty customers which are very important for the luxury brands. Fashion companies are using social media increasingly to get more customers and keep actual customers, because social media became the most important communicating channel. Fashion is everywhere, mostly due to the internet. Blogs, as the main channel for communicating in the fashion industry, give consumers an almost unlimited chance to express their opinion and experience on the Internet (Kozinets, 2006). Blogs are very important in the fashion industry and luxury brand sector because young consumers want to hear personal experience, to ask for the opinion, etc. Fashion companies, such as Gucci, Hermes, Dolce and Gabbana, etc. have a common unique business model which demands different marketing approach than in other industries (Kapferer, 2012). That business model has strong methods and principles that maintain the uniqueness of the luxury brand (Kaprik and Scott,

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