Social media has become an essential marketing tool for fashion brands. Brands that aggressively use social media, like Ann Taylor, have seen increases in same-store sales. Lululemon adjusts products based on customer feedback from social media and has over 180,000 Facebook fans. By being approachable on social media, brands can drive customers to shop via social channels and learn what customers want. However, lack of control on social platforms is a concern, but most brands have seen positive results from embracing social media. The future of fashion and social media will depend on whether brands choose to embrace it or get left behind.