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To Thrive or to Perish: A Literary Review on the Rise of Social Media in the Fashion Industry
Isis A. Ruiz-Hurtado
Abstract
The purpose of this literature review is to address the matter between social media and
the fashion industry. The use of social media has proven to be a double edge sword; it has a
double standard. In todays world, social media is as important in the daily life as much as
socializing is. It is through this online life that people expand their horizons, and are able to get
out there without getting outside their houses with just one click. Businesses have seen this as an
opportunity, and the fashion business did not stay behind. It is almost impossible to find a house/
brand without an Instagram page, where they advertise their latest collections. Brands such as
Dolce & Gabbana, have taken the lead and have even gone the extra mile to only work with
internet personalities. The outreach is such, that controlling what or who will be the latest trend
is not so hard. Still, it remains to see up to what extent the public will let the industry control
To Thrive or to Perish: A Literature Review on the Rise of Social Media in the Fashion
Industry
The fashion industry is an old business literally as old as time (Beauty and the Beast,
1999). It has been present at every culture, at every civilization, and it is part of them as much as
any piece of architecture built by that generation. But time passes, and the world changes; the
Era of Marie Antoinette came, and so did the veneration for fashion. The fashion business
became a more serious business; ateliers were respected and forced to modify the way they did
business. By the early 1900s pioneers like Paul Poinet, and Lucile transformed fashion by
hosting the first elite fashion shows, and by naming their creations, giving way to the famous
Fashion Weeks (Fashionista, 2016). Still, the time where fashion shows and magazine
advertisements were not enough, and it was time to think outside the box. Not for nothing the
father of advertisement, David Ogilvy, said, If you are trying to persuade people to do
something, or buy something, it seems to me you should use their language, the language in
which they think. And so, online advertisement was the savior.
It is sad to recognize that technology controls todays society; it has been proven that
most people cannot go through with their day without their phones. Social media is used for
even look for a relationship (hello tinder!). Fashion advertisers have learned to use the social
media in their favor, thus controlling the retail advertising industry. With a single Instagram post
house brands, retail companies, and fast-fashion business can sell out an entire collection (ask
Kate Middleton). And the best part is, that the companies do not even have to do it themselves,
as long as its someone with a couple of followers, and a public account. Ogilvy was right, to
sell, the seller must know how to sell it, and who to sell it to. Todays fashion industry is not only
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influenced and advertised by the typical magazine or show, but by the customers decisions and
These questions will guide the literature reviews direction towards the investigation of the
relationship between social media and consumers, plus the negative or positive impact social
Fig 1. Displays the revenue obtained from different advertisement means, and shows that
from all the mediums, social media is the most effective with customers. Retrieved from
https://hbr.org/resources/images/article_assets/hbr/1303/R1303C_A_LG.gif
The use of social media constantly exposes the users to potential purchases through
advertisement affected by their search history. The most prominent feature of social media is
thane fact that it lets people communicate amongst each other without having to even be in the
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same country. It is that constant exposure to social media that gives businesses to opportunity to
approach their customers from a different perspective. The traditional interaction between a
company and customer would be just exactly that, between the customer and the company
(which gives the company a high degree of control over the customers thoughts on the business)
(Mangold, Faulds, 2009). However, in the age of the internet, social media allows for customers
to talk to each other, making the business kind of an affair. Theres the relationship between the
customer and the company, but in the background, theres another customer sharing information
with the initial customer. In the article named Social Media: The new hybrid of the promotional
mix authors Mangold, and Faulds (2009) explain the relationship between customers,
companies, and social media. Mangold and Faulds explain that the ultimate goal for companies is
to learn how to shape and manipulate what customers are saying about the company (2009). To
engage the customers, businesses managers learn to manipulate blogs, networking platforms
(such as the companies own website), and finally, learn how to sell and who to sell the
promotional tools like discounts and special sells (Mangold, Faulds, 2009). One of the most
effective platforms for this last manipulation tool, is by email. The customer is offered to join the
email list and is immediately rewarded with a 10% or 15% discount; the company wins (starts
building the loyalty and trust relationship), and so does the customer. Another way through
which business manipulate customers is through their same advertisement and Google ads. A
person could be searching through the Forever 21 website, and not ten minutes later, his or her
Facebook will be full of Forever 21 advertisement which will end up with the person buying
something from the products advertised. As easy as that the media controls the masses without
Fig. 2 depicts customers social media interaction with a product or brand through
that-how-social-media-influences-buying-behavior/
Personal, environmental, marketing, and even psychological factors influence what the
customer is going to buy. When the customer goes to the mall it is almost a fact that he or she is
going to come out of the building with a bag. In a study portrayed in an article by Perk, Kim, and
Forney (2006), they concluded that the main reason why this occurs is due to impulse buying
behavior, based on the Hedonic consumption tendency (the tendency to experience happiness
and pleasure (Perk, et al., 2006)). Through strategies such as the way the store is displayed, the
product is shown, package design, extended store hours, and convenient return policies,
companies seek to influence the customer to buy from their business (Perk, et al., 2006). Take for
example Victoria Secret, the store has a nice and flashy outside display, meanwhile on the inside
everything is also flashy and cute, and the bags that they give out to customers with their
merchandise is so distinctive that women love to walk outside the store with those bags. Another
result the authors reflected in their study was Hans (1999) research and discovery that fashion
oriented students had a bigger tendency to buy clothes than those studying a different major
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(Perk, et al., 2006). It is important to emphasize that it is imperative for companies to understand
fashion buying impulses in order to create the perfect marketing sale strategies.
The use of social media has expanded the outreach of the industry to the customers,
making the brands at the palm of the hand. Like explained before, the use of social media
makes the interaction between the customer and the business more personal. In the study
Fashion creation and diffusion: The institution of marketing authors Atik and Firat (2013)
explain fashion marketing as an institution that involves associations with customers and
been and will be repeated in the future, keyword being relationships. Social media brings that to
the table, and as a plus social media is the most convenient and cheapest mean to communicate
Another plus of the fashion industry and social media is that when a person is in search of
a quick and cheap purchase, with just searching #InstaSale on his or hers Instagram search bar,
that person will find an infinity of possible items on sale by ordinary people just like them
(Schiavocampo, 2014). Sales like this have inspired big companies like Steve Madden and
Aropostale have direct links to items promoting in their Instagram. It is undeniable that those
companies that do not take advantage of promotional social media are going to be reporting the
lowest sales of the year. And those who do see the true value of social media and take the
advantage, will be the ones with the most sales and followers. An additional plus for retailers is
that it helps anticipate fashion behaviors and to study the trends (Ahmad, et al., 2015). After the
financial crisis of 2008, customers started to be more careful with how and with what they
bought. Just like for everyone, the fashion industry was taken by surprise, and recorded the
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lowest sales in years (Mohr, 2013). Designers and retailers had to start being more specific and
unique in order to caught the consumers attention (Lutz, 2012). Max Azria from
BCBGMAXAZRIA has even said that if only they would have a more specific tool to follow
fashion behaviors, the comeback would have been easier (Mohr, 2013).
The constant advertisement on popular sites, and the opportunity of feedback from
customers gives brands the chance to use social media to their advantage. It has been
psychologically proven that in order to create trust, there must be recognition. In a case study
conducted and recorded by Laroche, Habibi, and Richards (2013), 411 people were questioned
with the purpose of showing the outcome of the relationship between customer and brand with
the social media factor. The subjects were shown various websites that now had customer
support chats on their websites, and as they shopped they could ask an employee though the chat
window any concern they had about their products. As a result, brand communities had a positive
response and effect on customer/ brand, customer/ product, and customer/ company
relationships which equaled in brand trust and brand loyalty (Laroche et al., 2013).
Last February, Dolce & Gabbana hosted their annual Fall/ Winter Fashion Show. Their
designs were gorgeous as always, but what stood out was the event itself (Blanks, 2017). Taking
social media by storm, Domenico Dolce and Stefano Gabbana did not only show their followers
their latest fashion collection, but a collection of internet influencers (Cameron Dallas, Juanpa
Zurita, Marcus Butler) and the sons and daughters of worldwide recognized stars like Presley
Gerber (Cindy Crawfords son), Sofia Richie (Lionel Richies daughter), and Rafferty Law (Jude
Laws son) (Blanks, 2017). The idea of these young stars walking the runway was so fresh and
original, that it didnt matter that most of them did not even know how to walk it. Domenico and
Running Head: RISE OF SOCIAL MEDIA IN FASHION 9
Stefano knew how to bring a new market into the business and from what it seems it was the
right choice.
Fig 3. Depicts survey question #4, in which the survey takers where asked from where
they took their fashion inspiration, with 37.7% for both social media and street style, while 25%
My way of researching the relationship between fashion and social media was through a
survey named Customers and Social Media in El Paso Survey, which I conducted for two days
outside an Aropostale store. Twenty-four people accepted from the ages ranging between 17 to
22, (5 boys and the rest girls) to take the survey, and based on their answers I came out with
surprising results (for me). There were six questions on the questioner, with the following
answers: How often do you shop? A) once a week, B) once a month, C) only when I need to; Do
you limit yourself monetarily when you shop? A) Yes, B) No, C) depends on what Im buying;
Where do you prefer to buy, online or at the mall? A) online, B) at the mall, C) other; From
where do you take your fashion inspiration? A) social media, B) from people I see, C) I have my
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own style; Do you follow any brands on social media, and if you do approximately how many?
A) Yes, 2-3, B) Yes, 3-6, C) Yes, more than I can remember, D) No; In your own opinion, do you
consider yourself to be influenced by social media with what you buy and how you dress? And it
The results were the next: For the first question, 20.5% said A, 42% said B, 37.5% said C; for the
second, 25% said A, 45.8% said B, while 29% said C; for the third question, 58% answered A,
25% answered B, and 16% said C; for the fourth question 37.5% said A, 37.5% said B,
meanwhile 25% said C; for the fifth question, 33.3% answered A, 29% said B, 20.5% said C, and
16% said D. For the last question, the most common answer was that yes, they did believe their
style was influenced by social media, one girl even gave the example of the Adidas Superstar,
which 2 out of 3 teenagers own (this last fact hasnt been proven).
Conclusion/ Synthesis
To close off, it is imperative to reinstate the purpose of this literature review, to talk about
the media monster that is social media and how it can be used by industries to control in this case
the latest trends. The purpose of this analysis is to talk about fashion and the social media,
however, if looked more in depth, the media controls society. As mentioned before, a person
could have searched for a dress in some random website, and the next thing is that the persons
Facebook is full of advertisements advertising that same website that the person looked for the
dress in. One thing to be learned from this is to learn to control the factors that influence society.
Yes, social media brings everything to the palm of the hand, but it is important to be aware of
References
Ahmad, N., Ashia, R., & Salman, A. (2015). The impact of social media on the fashion industry:
Atik, D., & Frat, A. F. (2013). Fashion creation and diffusion: The institution of
doi:10.1080/0267257X.2012.729073
Blanks, T. (2017, Feb 27.) Dolce & Gabbanas social media panoply. Retrieved from
https://www.businessoffashion.com/articles/fashion-show-review/dolce-gabbanas-social-media-
panoply
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
Mohr, I. (2013). The impact of social media on the fashion industry. The Journal of Applied
Ngai, E. T., Lam, S. S., Poon, J. L., Shen, B., & Moon, K. L. (2016). Design and development of
intelligent decision support prototype system for social media competitive analysis in fashion
Laroche, M., Habibi, M. R., & Richards, M. O. (2013). To be or not to be in social media: How
, E. U., Kim, E.Y.,& Forney, J. C., (2006) . A structural model of fashionoriented impulse
Schiavocampo, M. (2014). Insta-sales: Using instagram for personal shopping. Retrieved March
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