Introduction: Using Social Media as a Fashion Marketer makes the task of advertising very easy. The influence of social media on fashion industry has become very strong since last decade and a considerable achievement has been observed. Businesses have adopted social media as an upgradation gadget. Fashion industry is frequent changes pertaining industry and social media serves as the most convenient mode to deliver these changes to public.
Objective of the study: Being a research topic, I chose “Using Social Media as a means to advertise as a Fashion Marketer”. Today is the world of technology. All sectors are intermingling their systems and approaches with the new technology so as the fashion sector or fashion industry. So, this topic is based on the subject which is most Advancing in the current era.
Problem statement: This research topic is to” evaluate the impact of social media on fashion retail industry and what general and particular effects are being noticed by the development of social media in fashion area”.
Hypothesis:
Marketing on Social Media, as a Fashion Marketer can achieve extraordinary heights.
Literature review: The research conducted by investigation on the mentioned topic brightens the view that social media is serving as the decider and calculator of fashion behaviors and trend. Networking websites like Facebook, Instagram, twitter and many more has opened new avenues for the fashion personnel. A fashion marketer can take advantage of the Social Media to create and spread new trends. Social media has not only become important but none the less to say has become compulsory runway for the success of fashion industry. If we preview the previous research notes about the impact of social media in fashion industry we find many illustrations and reviews which support the positive effects of social media and stand by the concept that the most suitable industry to social media is fashion industry so far up till now. One of the Researcher (Phillips, 2008) Human nature is based on many folded or many-sided composition of private and social characters and correlation provided by social media gives human a persuasive platform. He narrates that Social media is not only about advertisement or posting of fashion products but also a medium where designers and fashion brand can update about their social activities to attract customers which in return provide the judgmental reviews by customers in different ways which let the designer to make a new fashion brand strategy.
2. Research Question and aim of the proposed research:
The aim of the study is to “How is social media influencing the fashion retail industry? And how can a Fashion Marketer use Social Media to their advantage” The research will reveal the outcomes of social media branding on the nature of failure or success of fashion sector. The study will search who is more influential and successful by social media branding scenario, either small players or big players of fashion sector. How bless full or repent full is this medium for the social and economic culture of a society. It is a detail study about the overall changes or dynamics a culture is adopting by development of a strong bond between social media and fashion retail industry. The changes brought in fashion environment, the process of conducting change through social media and its outcome to the growth of fashion industry will be major concern of research study. Long term and short-term effects of above mentioned question and the inspirations and expectations from social media and fashion industry will be highlighted in the study.
emergence and prevalence of fashion designers and other fashion personnel on networking sites have uncommentable importance. The edge of massive fan and customer following is being enjoyed by those brands and fashion stakeholders who clearly know the importance of social media. Along with sites branding fashion bloggers are the key thinking leaders of social media. Blogging has generated a new inspiration to customers to remain connected with fashion brands. (Mohr, 2013)
3. Methodologies: This section defines the primary research conducted and the methods for collection of data. The collection of data is based on the questionnaire and surveys as data about the inter relation of two variables is to be collected, that is users of social media in the field of fashion industry. Questionnaire or survey helps the people in getting the information about a particularly defined subject. Relevant questions are being asked and analyzed to the concerned respondents. This method collects the exactly targeted area of research. (available, 2018)Chances of Ambiguities are very minimal as every answer is present in black and white, and process towards final evaluation takes less time. The secondary data used in m research is blogs, articles on internet, documents from websites and other electrical information on the fashion websites which may include the comments and suggestions passed by the customers. This type of research is helpful in focusing on the already conducted primary research as well as has a benefit of already existing and collected information, which is a time saving technique of research. (Thuy Linh Do, Not Available)
Another method which can be used for conducting research of the topic can be interviews. Face to face interviews from fashion designers that up to how much extent they are adhere to social media for the advancement of their business in fashion industry. Interviews provide the attitude of respondent which is more specific in conducting research. In-depth and non-formal answers which provide a detailed analysis can be gathered by interview method.
This type of research allows the code of ethical conducts to be followed as data is being collected with the substantial permission of the stakeholders and their proper consent is being taken for the use of information provided by them in research studies. The respondent is informed about the purpose of research, and gives them the confidential statement about the secrecy of data collected by him. Questionnaires carry a written permission clause for information proceeding, providing by the relevant fashion concerns or the consumers.
The sampling was conducted on five fashion concerned organizations. 150 respondents were being chosen as research audience. Two variables were chosen i.e.; fashion industry and Social Media and initial research work shows their correlation of about 48.9% with 1% of confidence level. The five fashion concerns who were conducting their business communications on social media like branding by advertisements, fashion magazines, conduction of fashion shows, catwalks, print of their products booklets were chosen as they were main and substantial stakeholders of fashion industry and they can provide the clear picture that how much social media can impact the whole industry.
4. Synthesizing and Evaluating Literature:
Author
Year
Type of Work
Strengths
Weaknesses
Relevance to own study/link to other sources
Sarah Levis
2015
Journal Article about qualitative research
The journal shows the diversification in qualitative research and its acceptability in research method.
Journal is based on non-conventional data. The qualitative data might be mis recorded or misguided by respondents
In above research, questionnaires to 150 respondents were given to answer about the inter relation of social media with fashion industry.
Pamela Baxter, Susan Jack
2008
Journal Article about qualitative research
This journal is used for studying of complex phenomena in simple context through its tools. helps in developing the theory
Journal about Qualitative research is based on non-verified as respondent has more control over the data.
To sum up the overall fashion industrial trend this method provided the data in qualitative manner which helped in negating the research hypothesis.
Wilson Ozeum, Yllka Azeemi
2018
Book (Digital Marketing strategies for fashion and luxury brands)
The chapter tells about the positive impacts of social media on industry like diversification of brands.
The chapter tell about demerits of social media like driving force of inflation
The chapter has highlighted that social marketing is compulsory for fashion industry.
Information resources management association
2018
(Book) Social Media Marketing: Breakthroughs in Research and Practice
The chapter shows how both are co related.
The chapter does not provide ethical issues.
The research found the basic trends about fashion industry on social media.
References:
available, n., 2018. Primary Market Research method. [Online]
Available at: https://www.researchoptimus.com/article/primary-research-methods.php
Mohr, I., 2013. The Impact of Social Media on the Fashion Industry. Journal of Applied Business and Economics .
Thuy Linh Do, C. K., Not Available. Secondary Research. [Online]
Available at: http://designresearchtechniques.com/casestudies/secondary-research/
The Impact of Social Media on Fashion... (PDF Download Available). Available from: https://www.researchgate.net/publication/275714886_The_Impact_of_Social_Media_on_Fashion_Industry_Empirical_Investigation_from_Karachiites
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