The impact of social media marketing on customers preferences in fashion industry

The Impact of Social Media Marketing on Customers Preferences in
Fashion Industry
2019
DEPARTMENTOF MANAGEMENT STUDIES Page 1
Fashion Industry
A Project Report submitted to
SRI VENKATESWARA COLLEGE OF ENGINEERING & TECHNOLOGY
(Autonomous)
in partial fulfillment of the requirement
for the award of degree
of
MASTER OF BUSINESS ADMINISTRATION
by
AMIT SARKAR
(Reg. No. : 17781E0010)
Under the guidance of
Mrs. M.JALAJA
Assistant Profess

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Chapter 1
1.1 Introduction Of The Study:
The world has become a Global Village & with the advent of
information technology the ways of communication and work has been
revolutionized completely. The emergence of social media has transformed the
world and its entire way of functioning, bringing the world and its people closer.
Social media refers to activities, practices, and behaviors among groups of people
who gather online to share information, experiences and perspectives using
colloquial media. Colloquial or conversational media are basically online based
applications that have enabled to create and transmit content in the form of
words, pictures, videos and audios (Brake, 2009).
Over the last decade Social media has become an effective marketing tool, it has
not only created a new dimension of marketing but has also provided many
opportunities to the marketers to create brand awareness among consumers. It is
now considered as the most transparent engaging and interactive form of public
relations.
Social media is a compilation of online platforms and communication channels
that are used by people to shareinformation, profiles, assumptions, observations,
perspicacity, apprehension and media itself, it facilitates communication and
interactions between different groups of people fromall across theworld (Moran,
2012).
One industry which is considered to be perfectly suited and naturally fit for social
media is Fashion. When we talk about social media for the fashion industry it
refers to the social networking websites and other online platforms that enable
the fashion industry to connect with their customers using the latest social
networking technology. The fashion Industry is using social media to study trends
and anticipate fashion behaviors. It is embracing social media which has enabled
it to emerge in the forefront as a phenomenon.
The development of social networking website such as Face book, Twitter has
created a new muse among the Factionists. From the fashion blogs to the live

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streaming of catwalk shows, from the main fashion weeks to the social shopping
we get diversity of opinions on different places through face book, twitter and
other social networking websites. It has become a most important runway for the
fashion industry. The power and influence of Social Media on fashion industry is
undeniable. In the twenty first Century The presence of fashion designers on the
social networking websites are of extreme importance. The designer and brands
who realize the true worth of social media are the ones who have massive fan
following.
Not only this but now the fashion bloggers have the key role to play in the
industry .They are considered to be thought leaders and have a voice in the
industry. The brands are relying upon the fashion bloggers for the feedback on
their products and they are serving as a link between target consumers and the
brands. Blogs give a chance to the designer to get feedback on their collections.
Blogging has created a new muse by providing an opportunity to the consumers
to connect with the brands they love and adore. Initially the print media was
predominating and powerful but now the power has shifted to the consumers
and what according to them is reliable. If they think bloggers are reliable then it is
also considered to be powerful. (Louw-2011)
The current prevailing trend is for fashion industry to embrace blogging because
it is definitely determining, changing and revolutionizing the media industry and
its operation. The fashion Industry is now becoming more and easily accessible to
the general public all thanks to social media which has massively grown in the
recent years.
1.2 Objective Of The Study:
 The Objective of the study is to determine the role and impact of social
media within the fashion industry.
 To know the customers preference regarding the fashion trends.
 It will help us to understand how advancements in the field of
Communication device like Computer , Cell Phones Tablets Impact the
Customer behavior.
 To identify the influencing factor of change in fashion trend.

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 1.3 Statements Of The Problem:
The statement of the problem is how beneficial is social media in
creating brand awareness among customers and the effects of social media on
the fashion Industry. Thepurposeof the study is to a better understanding of how
social media has had an impact on fashion consciousness of the consumer
including characteristics and influencing factor of change in fashion trend. It
proves to be helpful source for understanding importance of social media and
marketing strategies put in use on it. It particularly focuses on how social media
has come to impact the fashion trend in consumer mindfulness about a fashion
trend.
This report intent to study the growing influence of social media on fashion
consciousness and the user and the factor involved for this changes .It help a
great deal to understand the changing fashion of the consumer in how readily
people adopt a change that goes viral.
1.4 Scope Of The Study:
This project research is covered and analysis under the title of “Impact
of social media marketing on consumer preference in fashion Industry “
This study will covered the impact of the fashion consciousness of the consumer
including the influencing factors change in fashion industry. It also primarily
covered the analysis of the present statues, current trend in the major growth in
fashion industry.
1.5 Importance Of Study:
 When the research will be completed, it will give me an insight knowledge
into a practical situation.
 Itwill also indicate how to countered the marketing problems regarding the
influence factor in fashion industry.
 This project will also benefited or distribute as a sources of references to
similar research in future concerning to fashion industry.
 Finally it is also aims to enhance the growth and contribution of social
media marketing in fashion industry.

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1.6 Limitation Of The Study:
This study conducted relating to the Customer Preference relating to the fashion
industry, so the result which we gather is only applicable for the global customers.
The responsefromthe samplemay be biased, or may contain cooked up from the
respondent.
Another limitation was the relatively short period and within which this research
was carried out.
Questionnaires method is used only for data collection and the limitation of
the questionnaire method is applicable to the study.

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Chapter 2
Industry Profile
2.1 Introduction Of Fashion Industry:
In the theoretical research of my doctoral thesis, among others, I
highlighted the basic definition of fashion as a whole and the driving force behind
its development . The design is continuously gaining importance in the
development of the products so as to meet their various requirements, to
produce high quality goods thus keeping and increasing our share in the market.
All these factors have become key elements of the development in the present
economic and social situation. The eternal demand for changing is the process
that keeps fashion alive. The importance of fashion is well demonstrated by the
large number of people Involved in this branch of industry having historical roots.
Fashion senses the changes taking place in the world and response to them
sensitively and immediately. These changes can be directly perceived in the way
the individuals dress, giving unambiguous information about the wearers, their
wealth, taste, age, national characteristics, etc. The fashion shows the
components of desire to belong to a certain group or to be different from it.
Fashion in India is a fastly growing industry with international events such as the
India Fashion Week and annual shows by fashion designers in the major cities of
the country. There are victories of number of Indian beauty queens in
international events such as Miss World and Miss Universe contests which have
made Indian models recognized worldwide. Fashion designers such as Ritu Kumar,
Ritu Beri, Rina Dhaka, Rohit Bal, Muzaffar Ali, Saatya Paul, Abraham and Thakore,
Tarun Tahiliani, JJ Valaya and Manish Malhotra are some of the well known
fashion designers in India.
Indian Fashion Industry covers a whole range of clothing from ornate clothes
designed for wedding ceremonies to prêt lines, sports and casual ware. It even
includes the traditional Indian techniques of embroidery like chikhan indo-
western clothing in a fusion of the best of East and West sarees are woven in silk,
cotton and artificial fibers. Kanjivaram, Mysore, Paithani, Pochampalli, Jamdani,
Balucheri, Benarasi, Sambalpur, Bandhini are some varieties of beautiful sarees
from different regions of India. In Rajasthan and Gujarat men wrap and twist a

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length of cloth in the form of a dhoti around their lower limbs and a shirt-like
kurta. Colorful turbans complete the picture of the Indian people.
In urban India, the women commonly wear salwar kameez and the churidar
kameez, is worn by women who go to work and the srees in worn on formal
occasions. Men wear kurtas and pajamas, or a shewani for formal wear. Western
wear such as shirts and trousers are commonly worn by men across India. Jeans,
T-shirt, capris, Bermudas are the kind of casual clothing worn by the young at
heart, who are the trendsetters of fashion in India.
Since the last decade the Indian fashion industry has moved from the embryonic
stage to a blossoming take-off. Fashion designers have contributed immensely to
the spread of fashion as driver force, both among Indian consumer and select
segments of Western markets. India can now boast of dozens of leading fashion
designers, who can match any European fashion designer in their concept, style
and designs. as Ritu Kumar, Ritu Beri, Rina Dhaka, Rohit Bal, Muzaffar Ali, Saatya
Paul, Abraham and Thakore, Tarun Tahiliani, JJ Valaya, Lina Tipnis, Manoviraj
Khosla, Pavan Aswani, Payal Jain, Ravi Bajaj, Rina Dhaka, Sharon Leong and
Chandrajit Adhikari, Shaina NC, Sonali and Himnshu, Wendell Rodrick, Anna
SHing, Ashish Soni, Jathin Kochar, Madhu Jain, Manish Malhotra, Ravi Bajaj, Salim
Asgarally and Tarun Tahlliani to the growing list of reputed fashion designers in
India.
 History:
Indian Fashion Industry is at its infancy at the moment and great
potential to make on the world stage. Fashiom in India has thousands of the
tradition behind it. India has rich and varied textile heritage where each region of
Indian has its own native dress and tradition costumes. Fashion Industry is
growing at a rapid pace with international development, such as the Indian
Fashion Week gaining popularity and annual shows by fashion designers held in
major cities of Indian. In Indian culture, the body is invested with various
meanings and reflected in its rich sculptural tradition decorating the body is yet
another way of conveying meaning and personality.

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In Indian history, the kinds of costumes and accessories worn can be seen to fulfil
two criteria simplicity and opulence. In either of the instances, the choice of
clothing is dependent on the person’s status, wealth and religious orientation. In
ancient Indian the information about fashion is available from the sculptures as
very few examples of costumes, textiles and jewelery have survived. In the Indus
Valley Civilization (c. 3000-1500 BC), clothing tended to be simple where men
wore loin-clothes while women were bare to the waist. The status was reflected
in the kind of jewelery they wore; high-ranking women sometimes covered their
bosoms themselves with jewels. It was because of Aryans that India had more
complicated clothing consisting of the upper and lower garments was introduced,
to which a cloak was added later. Generally pieces of cloth draped over the body
is a style seen in many Indian costumes today. Indian Dhoti, the Scarf or Utterly,
and the popular Turban are still visible and continue to be part of Indian fashion.
After the independence, Indian Fashion Industry witnessed the effects of
globalization. Due to this, changes occurred in the dressing style of Indians, which
even led to the fusion of Indian and western dresses. The work of the Indian
designers is highly appreciated all over the world. Western brands are also
coming to participate in Indian fashion weeks, as they see a lot of potential in our
market.
 Market Capitalization:
A report on Indian Fashion Industry recently stated that this industry can
increase from its net worth of Rs. 200 crore to Rs. 1,000 crore in the next five to
ten years. Currently, the worldwide market for designer wear is around at $35
billion, with a 9% growth rate, with the Indian fashion industry creating hardly
0.1% of the international industry’s net worth.
According to approximations, the total market in India is calculated to be about
Rs. 20,000 crore. Thebranded Fashion market’s size is nearly one fourth of this of
Rs. 5,000 crore. Designer wear, in turn, covers nearly about 0.2% of the branded
apparel market. Today the largest sales turnover within the designer wear
segment is about Rs. 25 crore, with other well-known names having less
turnovers of Rs. 10-15 crore.

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 Total Contribution to The Economy/Sales:
In an analysis of ASSOCHAMon “Indian Fashion Industry”, it was further revealed
that the Indian fashion industry accounts for barely 0.2% of the international
industry’s net worth. Currently the market for designer wear is worth about Rs.
1,62,900 crore and growing at 9.5% every year.
As per the estimates, Indian designer wear commands a category engagement of
66% for male customers and 57% for female customer. The category engagement
in western designer wear is 5%. The per capita per annum on designer wear for
men amount up to Rs. 48,627 and Rs. 56,271 for women.
 Domestic and Export Share:
Indian Fashion Industry is very big exporter of Fabrics and accessories for
the global fashion industry. Indian ethnic designs are considered as a significant
facet for the fashion house and garment manufactures all over the world. India
also plays a vital roles as one of the biggest players in the international fashion
arena for fabrics, while sourcing for fashion wear. India’s strengths are due to its
tradition, but even its raw materials. India is the third largest producer of cotton,
the second largest producer of silk and the fifth largest producer of man-made
fibers all over the world.
 Employment Opportunities:
There has been growing consciousness among the Indian men and
women towards the fashion, style and designs of the dresses since long times.
There are several institutes like National Institute of Fashion Technology (NIFT ),
Indian Institute of Fashion Technology (IIFT) and other fashion academies which
have been established where the students are taught to translate their creativity
into dresses and fabric designs. The media has also played an important role in
the fashion boom by providing good coverage to the fashion world and even
several magazines are specially devoted only to the fashion scene.

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The proliferation for fashion-based programmers on the satellite television
channels has increased the consciousness of the average Indian masses about the
changing treads in the global fashion. This industry generating a lot of business
and becoming a booming industry for generating a lot of jobs for people. More
and more fashion training institutes and fashion corporation are cropping up.
Many nation and international brands are establishing themselves in Indian
market. The mall culture has immensely helped in the growth of our industry.
Thus globalization has completely changed the face of our Indian fashion industry.
 Latest Developments:
 The organized market for designer apparel is about Rs. 250 crore and
designer wear calculate to less than 1% of the apparel market. The global
market for designer wear is 5% of total apparel market and the global
market for designer wear industry is largely dependent on the small-scale
sector. Consumers for designer wear have a yearly household income of Rs.
10 lakh-plus. There are 3 lakh such households developing at 40-45%.
Designer wear industry is project to increase to Rs. 1,000 crore by 2015.
More than 81% of the Population below 45 year of the age is fashion
conscious.
 Today the fashion fashion designers and management experts foresee an
average growth of about 10-12% for the Indian fashion conscious.
 Thought, the growth rate could be more than 15%, if infrastructural and
other logistical bottlenecks and drawbacks are over come, Indian fashion design
industry is expected to grow much faster than projected (Rs. 500cr.) and likely to
touch Rs. 750cr. By 2012 from the current level of Rs. 270cr. because Indian
companies are heavily investing big sums in the industry, consumers are
increasingly shifting focus towards designer wear, exposure to western media and
readily available of designer wear in the shopping malls, according to The
Associated chambers of Commerce and industry (ASSOCHAM).

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2.1.1 Media and marketing:
Media of all kinds are essential to the marketing of fashion. The first
dedicated fashion magazines appeared in England and France in the late 18th
century. In the 19th century, fashion magazines—such as the French La Mode
Illustrée, the British Lady’s Realm, and the American Godey’s Lady’s Book—
proliferated and flourished. Featuring articles, hand-coloured illustrations (known
as fashion plates), and advertisements, fashion magazines—together with other
developments such as the sewing machine, department stores, and ready-to-
wear clothing produced in standard sizes—played a significant role in promoting
the democratization of fashion in the modern era. The development of effective
and inexpensive methods of reproducing photographs in print media in the early
20th century led to the rise of fashion photography and of heavily illustrated
fashion magazines such as Vogue. Magazine advertising rapidly became a
principal marketing tool for the fashion industry.
The creation of cinema newsreels—short motion pictures of current events—and
the rise of television made it possible for people all over the world to see fashion
shows and to imitate the fashionable clothing worn by celebrities. The dominance
of visual media continued in the Internet age, with fashion blogs emerging as an
increasingly important means of disseminating fashion information. Red-carpet
events such as awards ceremonies provide an opportunity for celebrities to be
photographed wearing designer fashions, thus providing valuable publicity to the
designers.
2.1.2World Fashion:
Most people in the world today wear what can be described as “world
fashion,” a simplified and very low-cost version of Western clothing, often a T-
shirtwith pants or a skirt, manufactured on a mass scale. However, there are also
numerous smaller and specialized fashion industries in various parts of the world
that cater to specific national, regional, ethnic, or religious markets. Examples
include the design, production, and marketing of saris in India and of boubous in
Senegal. These industries operate in parallel with the global fashion industry on a
minor and localized scale.

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One significant development in the field of ethno-religious dress was widespread
adoption of the hijab (religiously appropriate attire) among Muslim women not
only in the Middle East but throughoutthe Islamic world in the early 21stcentury.
With millions of Muslim women living in numerous countries worldwide, veiling
norms and styles are myriad. For some, veiling can mean a withdrawal from
the vicissitudes of fashion altogether. Other women, including those for whom
modest garments are obligatory in public, may wear fashionable European styles
underneath their more conservative street attire. Still others have sought looks
that are themselves both chic and modest. At the beginning of the 21st century
the international market for modest fashions was growing. Muslim and non-
Muslim designers produced a widening selection of appropriate and stylish looks,
and numerous fashion blogs and magazines targeting Muslim women became
available. Some designers and manufacturers confronted not only
the aesthetics of modest attire but also the practical challenges associated with
conservative dress, as seen in efforts to produce modest yet effective swimwear
and sportswear for Muslim female athletes.
2.1.3The Fashion System:
The fashion industry forms part of a larger social and cultural
phenomenon known as the “fashion system,” a concept that embraces not only
the business of fashion but also the art and craft of fashion, and not only
production but also consumption. The fashion designer is an important factor, but
so also is the individual consumer who chooses, buys, and wears clothes, as well
as the language and imagery that contribute to how consumers think about
fashion. The fashion system involves all the factors that are involved in the entire
process of fashion change. Some factors are intrinsic to fashion, which involves
variation for the sake of novelty (e.g., when hemlines have been low for a while,
they will rise). Other factors are external (e.g., major historical events such as
wars, revolutions, economic booms or busts, and the feminist movement).
Individual trendsetters (e.g., Madonna and Diana, princess of Wales) also play a
role, as do changes in lifestyle (e.g., new sports such as skateboarding) and music
(e.g., rock and roll, hip-hop). Fashion is a complex social phenomenon, involving
sometimes conflicting motives, such as creating an individual identity and being
part of a group, emulating fashion leaders and rebelling against conformity. The
fashion industry thrives by being diverse and flexible enough to gratify any

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consumer’s desire to embrace or even to reject fashionability, however that term
might be defined.
2.2 Effects Influencing Fashion:
Prior to forming the concept of my masterwork it was essential to do research
Work on understanding the logic behind the operation of fashion.
Fashion is exposed to influences coming from all fields of life.
1. Social and economic situation;
- Way of life, wealth, dressing habits, consumption, etc.
2. Protection of environment and health;
- Climatic changes, protection of animals, environment friendly
Materials, sport, etc.
3. Political and legal environment;
- international agreements, etc.
4. Multicultural effects;
- historical and folk costumes, street-styles, etc.
5. Art;
-applied art, painting and sculpture, theatre, music,
literature, etc.
6. Technological developments;
- new fabrics, intelligent textiles, new production and logistic
procedures, etc.
7. Sexuality;
- blurred border between male and female dressing, etc.
8. Internet;
- presence of the global world.
The result of the above influences is the innovation itself expected by certain
circles of fashion fans and when the late followers spread fashion widely, this
process will regenerate the demand for new innovation.
The accelerating fashion multiplies the creation possibilities of the designers and
they put aside their previous concepts and traditional design attitudes and

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directly combine characteristic costumes of historical ages and folk art with the
street style as an expression of the global world.
It is not our goal any more to determine for the buyers what they should like or
not, but to urge them to buy and to express their personality in this way.
Individuality and variability have key role in the design work which I experienced
in my design work done for a garment manufacturing company.
Deep knowledge of the customers and their shopping motivations should be
thoroughly known to realise the preparation of customised designs in small series
in accordance with world trends.
The designers should always imagine their would be buyers, should know their
latent demands as well, offering the buyers the possibility of creating their own
image.
In the case of a ready to made collection a designer must have information of the
international economic and fashion trends, the current position of the market,
change of demand and supply, as well as that of the customer’s habits and
lifestyles.
In addition one have to be aware of requirements set by the company he or she
works for, and technological background and possibilities of it. As a designer
having all the necessary information at hand, I make not only the designs of the
collection, but I have to follow the whole technical production and until the final
product is available in shops, as a competitive product.
As I really know the whole line I can interfere at any point of it, should any
problem occur. My work has been greatly supported by continuous innovation of
technological facilities, such as newly developed fabrics, technological solutions
and accessories, etc.
2.3 Types of Fashion Product:
Fashion is a broad and diverse industry that offers products consumed
by everyone on the planet. Fashion products include mass marketed fast

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moving products, niche products, traditional crafts, handcrafted goods and
reused items. The following are common types of fashion product.
[Figure 1 Types of fashion industry]
 Apparel
Clothing lines for women, men and children. In many cases, apparel is also
sold as a unisex item.
Type of
fashion
Product
Apparel
Accessories
Watches &
Jewelry
Luggage
Cosmetics
CostumesTextiles
Footwear
Sportswear
Traditional
Formal
Wear

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 Footwear
Anything worn on the feet such as boots, shoes and sandals. Includes
sporting goods such as ballet shoes or swim fins.
 Sportswear
Clothing for physical activities such as shorts, tracksuits, swimsuits, wet
suits, ski wear and helmets.
 Traditional
Traditional garments such as kimono and uniforms.
 Formal Wear
Formal wear such as full evening dress (white tie), business suit, ball gowns,
evening gowns, wedding dresses and traditional garments such as a Scottish
kilt.
 Accessories
Items that contribute to clothing in one way or another such as ties, cufflinks,
handbags, hats, gloves, belts, suspenders, eyewear, wallets, umbrellas, socks
and stockings.
 Watches & Jewelry
A category of accessory that are viewed as durable items that potentially last
for life. Expensive items may be viewed as heirlooms.
 Luggage
It is common for fashion designers to offer a line of luggage. As such, it is
considered a type of large fashion accessory.
 Cosmetics
Makeup, beauty products, hair products, skin cleansers and lotions, perfume
and cologne.

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 Costumes
A type of specialty fashion that includes clothing for cosplay, Halloween
costumes, mascots, cultural activities, events, musical and theatrical
performances.
 Textiles
Textiles in various materials, textures and prints.
2.4 Impact Of Social Media Marketing on Fashion Industries :
2.4.1 The era of immediacy:
Social media has transformed the consumer relation towards information
as well as the purchasing journey. With its ever-increasing number of users
worldwide, 2.46 billion users in 2017, social media delivers wide reach and
immediacy. More and more fashion brands decide to leverage it and broadcast
live their fashion shows making them available not only to an exclusive audience
but to everyone.
In a context of consumerism and growing demand for immediacy, brands need to
adapt to consumer expectations. Some of them started to adopt a new fashion
show format, allowing a seamless way to purchase without waiting time, called
“See Now Buy Now”
2.4.2 A direct-to-consumermodel:
The “See Now Buy Now” experiment is
underway. Introduced in 2015 by Burberry at the London Fashion Week, a handful
of designers including Tommy Hilfiger, Ralph Lauren and Michael Kors started
their first shoppable fashion shows, enabling customers to buy the
collections immediately after appearing on the runway. By giving up on the
traditional calendar consisting in showing a collection six months ahead of the time
it is available on shelves, these brands totally disrupted the fashion seasonal
calendar and supply chain model.

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By embracing this strategy along with the growing use of social media, brands
focus their fashion shows on a consumer-oriented approach. Indeed, by cutting
waiting time, they offer a direct and immediate connection to demanding
consumers and deliver instant gratification with the aim to translate the interest and
excitement generated by fashion shows into sales.
Furthermore, middlemen such as editors and stylists are reduced even removed
from the retail process. As long as wholesalers don’t improve their operational
agility, brands should handle the whole retail process to be able to deliver products
on time in their offline and online shops. This is a reason why this model is likely
to stick to a brand like Mulberry, that rolled it out in May 2017, as the majority of
its sales are made in its own stores and on its site; just 10% of the label’s revenue
came from its wholesale accounts.
2.4.3 A sales driver and a high social media exposure:
For most brands and retailers, the shift to the “See Now Buy Now” format
shows satisfying results notably in sales. Contemporary label Rebecca Minkoff
recorded a large sales rise after its stoppable fashion show in September 2016. In
a weekend, online and in-store sales increased by 168% compared to the weekend
after its runway show the previous year. (Most of the uplift was driven by sales in
physical stores, some of which hosted live streaming events during the show, but
online sales also saw a double-digit increase.). They even beat their best day ever
by about 25 percent in only two days.
Similarly, for the e-tailer MyTheresa.com, the Burberry collection showed in
September 2016 triggered an instant uplift in sales and three items (a cashmere
sweater, a cashmere top and a bowling shirt) from women swear collection were
sold out since the show.
2.5 SWOT Analysis of the Fashion Industry:
A strengths, weaknesses, opportunities and threats, or SWOT, analysis
lets your fashion business or brand see how it stacks up against the competition.
The analysis tool will also help you understand where your brand stands in the

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larger fashion marketplace. A proper examination of your design house should
include your entire business and its presence in different regional markets.
2.5.1 SWOT Analysis Preparation:
The fashion industry is divided into the creative and sales functions, that
is, design and production on one side and sales and distribution on the other.
Geographically, the fashion industry is divided into three regions: U.S., Europe
and Asia. Use SWOT to analyze your brand in terms of all four functions and its
presence in each of the three regions.
2.5.2 Examination of Strengths:
Include as strengths any formulas or policies your company uses that give
it an edge in name recognition, brand positioning and bottom-line revenue. For
example, many designers have two avenues of distribution, a couture line and a
ready-to-wear line more accessible to buyers with average incomes. This is a
strength because it allows the designer's name to reach a larger audience of
potential customers and the brand to make more sales.
For example, Giorgio Armani includes high-priced couture and a ready-to-wear
line available through Armani Exchange; Issac Mizrahi designs both couture and a
ready-to-wear line sold exclusively through retailer Target.
2.5.3 DiscussionofWeaknesses:
Consider as weaknesses any unusual or unnecessary costs, unknown
designers or lack of presence in a particular region. Consider also everything used
to define strengths. A lack of any of the strengths is considered a weakness within
SWOT analysis.
For example, if your brand currently caters to a couture only market, it is missing
the diversification of two avenues of distribution, a weakness for all but the most
established brands – think Chanel.

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2.5.4 Identify Possible Opportunities:
Look at the politics of each region, both in itself and in relation to the U.S.,
to identify opportunities. Watch for the repeal of trade embargoes, a new or
newly accessible source of raw materials, such as fabric or thread, or a newly
green source of raw materials like sustainable natural fabric fiber.
For example, for years China was inaccessible as a source of labor, supply or
export sales due to inter-governmental tension and its attitude toward
commerce. However, recently China has loosened commercial restrictions and
has become a more open sourcefor manufacturing, raw materials and the import
and export of goods. This provided an opportunity to access a cheaper labor
force, obtained lower price goods and reach an entirely new market.
Technological advancements in machinery are also opportunities when the
technology makes production or distribution faster or increases its scale, such as
machines that cut more garment pieces at a time.
2.5.5 Prepare for Threats:
Politics and economies are primary sources of threats to a brand in the
fashion industry. Trade embargoes, political unrest in an area of raw material
supply and economic downturns that lead to restricted consumer spending are all
threats to the accessibility of raw materials, brand exposure and name
recognition, distribution and consumer purchasing.
A secondary consideration in the fashion industry is the changing political climate
in developing countries where cheap labor is often found. As consumers develop
a greater desire to learn where products are manufactured and under what
conditions, manufacturers must consider the blow to company image continued
reliance on a cheap labor market would provide.
2.5.6 Comparison and Planning:
Compare your brand to its competitors. What strengths, weaknesses,
opportunities and threats are the same? Which are unique to a competitor or to

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you? Make changes to capitalize on your strengths and turn both your
competitors' strengths and weaknesses into your strengths.
Capitalize on your existing opportunities. Find ways to turn threats into
opportunities. Hire a lobbyist, negotiate with politicians yourself or farm your
own raw materials. Consider working with competitors to circumvent a threat,
such as a supplier boycott, if the threat is too big to eliminate on your own.

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Chapter 3
3.1 Literature Review:
According to M2PressWIRE (2011) Social Media has become the hottest
trend in the fashion Industry .The fame & uptake of the brands on the social
networking sites is growing at a fast pace. In the past year majority of the brands
have doubled their following on the social networking sites. According to the latest
research by digital research, one of the prominent and leading provider of digital
market research shows that the presence of fashion retailers on the social
networking website has significantly grown in comparison to any other fashion
retail sectors.
Qualman (2009) concluded that Young adults are power users of social media sites
.They engage themselves with their favorite fashion brands through these online
platforms and consider their opinions about brands important .According to
“Young Adult Revealed” a global survey was carried out on 12603 people from 18
to 24 years old among 26 countries to find out how much young adults engage
online with brands every day. The result shows 28% talked about brand on a
discussion forum, 19% added brand related content to their homepage on favorite
social sites.
Stephenson (2009) concludes that in Accordance to a public relations director for
Betsey Johnson “Agatha Szczepaniak” the social media website especially Twitter
is considered as an opportunity to get access to customers .They have actually
become the human voice for the brand and can be use for free advertising. Fashion
Couture houses, designers and retailers in an attempt to shape their brand
personalities on real-time worldwide online platforms are tweeting, blogging &
updating their profiles on regular basis. The designers are using social media to
post videos, commercials, behind the scene and off screen footage and fashion
shows which serves to be human voice for the brand.(Stephenson,2009). Fashion
houses, brands and retailers are using social media platforms for facilitating real
time and authentic relationships with consumers. Chief Executive Officer of Oscar
de la Renta Alex Bolen says, “It gives a feel to the customers as if they are part of
the brand’s complete family, and therefore the brand itself,(and) the interactive
element further enhance that relationship. (Stephenson, 2009).Social media
platforms provide an advantage that “gives brands an opportunity to be a part

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of discussions about their own companies”. These social networking platforms
such as face book’s launch of a company page create a strong brand advantage
(where) the company is in the middle of a joint communication with its consumer.
Social media provides designers the power over releasing their new looks and
designs in a representation insightful of its reliability and vision. (Stephenson,
2009).
According to Ziv.Y (2010) The Fashion Industry is deeply rooted in traditional
business practices. The reliability and dependability of nearly all aspects of the
fashion industry is mainly on people and not on the machines which includes
everything from the couture designs to marketing and the buying process. But now
with the use of social media the fashion brands can rely more on the digital
technologies than the people which is undoubtedly much faster medium of creating
brand awareness among customers and to anticipate fashion behaviors.
Social media has become one of the most popular fashionable tools which creates
link between brand and the consumer. This link not only gives boost to the
purchase intent but it also increases the oral communication. In addition to this
social media can be very helpful in projecting the brands image in the minds
of well informed and conscious consumers.(Apparel Magazine,2010).
Sanand (2011) concludes that The fashion Industry is welcoming social media
because it is not only a marketing strategy but it also observes and anticipates the
fashion behaviours.
According to Lee (2009) The commencement of fashion bloggers, has a significant
impact on the fashion industry. It has brought a change in everything from
printing to publishing and how brands market themselves online. The renowned
fashion brands and designer such as Dolce & Gabanna, Burberry, Alexander
McQueen, along with foremost fashion magazines such as Vogue and Elle ,
acknowledged brilliant fashion bloggers such as Gala Darling, Tavi,Scott Schuman
of the ‘Sartorialist’ and Garance Dore. With their established network of
followers, the fashion industry have taken notice by requesting these bloggers to
cooperate in fashion design collaborations and receive seats at the front row in
the international fashion week . (Lee, 2009).The organization of communities-
social media forums ,tweets and blogs, stimulate communication between brands
and their consumers. Where social networking websites such as face book and
twitter have become the most priceless and valuable tools for brands to observe

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consumer’s response and present real time consumer service in the fashion
industry. (Lee, 2009)
According to Noricks (2010) Fashion marketing relations and PR specialists and
consultants help clothing companies and retail stores establish and keep a
positive civic image.” Fashion marketing promotions and PR strategies for
designers and brands includes: working with the media, an acquaint media kit
with packaged set of promotional materials such as photographs and background
materials, scheduled media tours/desk sides, celebrity credit promotion, fashion
events which includes the information regarding runway shows and fashion week
and sales appointments. Fashion designers, retail outlets and promising stylists-all
facets of the fashion industry were estranged before the emergence and use of
social media. The establishment of “leading retailers and brands “is the result of
digital PR trends” and the “alteration between brands and publishers. (Noricks,
2010). Just the way “brands are designing their own magazines,”the publishers
are making use of their online platforms to express their opinions (i.e editorialize )
retail. Social media platforms serves as an interactive medium for even fashion
news coverage and are no longer considered as an addition to the print
magazines. The members of social networking websites are becoming the “new
professionals” of the industry. (Noricks, 2010).
Prabhakar (2010) concludes that by allowing the public behind the fashion
influencer screen,(designers) are now connecting to an exclusively fresh
spectators .The social media platforms allow designers “to benefit from the 400
million face book users and more than 22 million Twitters users,” which is helpful
in providing marketing capabilities which cannot be bought from advertising
budget.
According to Phillips (2008) we human beings are multifaceted combination of
private and social selves and the interconnections presented by social media give
us a convincing platform.”In organization with the Philips’s point of view of social
media, fashion brands and designers use an equation of online platforms to
provide the costumers and consumers with a judgment on the different
perspectives that formulate a brand strategy, they not only tweet and update
about their collections and clothes but also about their personal parties, holidays
and besides this they also share their personal photo via social networking
websites.

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Bourne (2010) concluded that social media platforms provide rising stylists,
bloggers and designers a fashion outlet that has a global worldwide reach. “Social
media is fashion’s newest Muse,” an article from “Forbes.com,” discussed that
social networking websites as a chance for specialized growth and appreciation
for emerging designers, stylists and bloggers.(Bourne,2010).Social networking
websites and retailers are using social media platforms as a foundation for
exploring potential fashion designers. A former fashion editor ,Daria Shualy,
“launched the website “Sense of Fashion” which was primarily founded on the
basis of helping (independent) designers sell their (designs) and to provide better
communication with customers and consumers.(Bourne, 2010)
According to DiMauro (2011) social media in the fashion industry is aiding the
development of “social fashion,” where expertise are applied to support art
.Fashion bloggers and freelance stylists are considered as a integral part of
brand’s marketing and promotional strategies.
According to Olivier (2008) when shopping online, the customers are comfortable
in buying the products from retail sites they can trust. Social media has brought
fresh and innovative elements into the online shopping experience and is
potentionally catalyst for additional profits, giving brands and retailers an
opportunity to place their products in front on thousands of potential customers
in a familiar and easily reachable surroundings .The social networking platforms
have a wider reach to the potential consumers and target market, the
customizable and accommodating interface of the networking sites is introduced
to them as a perfect platform to cater a larger no of audience and for expansion
of business in an interactive environment. (Olivier, 2008).
Michault (2009) concluded that a perfect example of the influence and impact of
social media was during a round of fashion shows in 2009.Just by one tweet from
Lady Gaga so many people clicked on the live streaming of Alexander McQueen’s
fashion show which caused the site’s server to crash.

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According to Morrissey (2010) to promote its Poppy line of affordable but luxury
fashion clothing the brand Coach decided to run a social media campaign. When
the line was launched back in 2009 Coach banked on face book and tapped into
its fan base. All the face book fans were given a gift on their visit to the Coach
store. (Morrissey, 2010)
According to Agresta (2010) Social media marketing also includes understanding
the online consumer behavior. The print, radio and television advertising is now
replaced by the social media advertising which has become an important channel
of marketing campaign. Today, people communicate via social networking
websites, wherepeer reviews and opinions are of greater importance. Consumers
are more expected to look for blog reviews and ratings and follow the like and
dislikes of their friends via face book, tweeter and so on.

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Chapter 4
4. Research Methodology:
My research topic is to determine the effect of social media on the fashion
Industry therefore it will be considered as a causal research (Explanatory
Research).
Causal Research:
Causal research, also known as explanatory research is conducted in order to
identify the extent and nature of cause-and-effect relationships. Causal research
can be conducted in order to assess impacts of specific changes on existing
norms, various processes etc.
Causal studies focus on an analysis of a situation or a specific problem to explain
the patterns of relationships between variables. Experiments are the most
popular primary data collection methods in studies with causal research design.
The presence of cause cause-and-effect relationships can be confirmed only if
specific causal evidence exists. Causal evidence has three important components:
1. Temporal sequence: The cause must occur before the effect. For example, it
would not be appropriate to credit the increase in sales to rebranding efforts if
the increase had started before the rebranding.
2. Concomitant variation: The variation must be systematic between the two
variables. For example, if a company doesn’t change its employee training and
development practices, then changes in customer satisfaction cannot be caused
by employee training and development.
3. Nonspurious association: Any covarioaton between a cause and an effect
must be true and not simply due to other variable. In other words, there should
be no a ‘third’ factor that relates to both, cause, as well as, effect.
 Examples of Causal Research:
 To assess the impacts of foreign direct investment on the levels of economic
growth in Taiwan
 To analyzed the effects of re-branding initiatives on the levels of customer
loyalty

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 To identify the nature of impact of work process re-engineering on the levels
of employee motivation
 Advantages of Causal Research:
 Causal studies may play an instrumental role in terms of
identifying reasons behind a wide range of processes, as well as,
assessing the impacts of changes on existing norms, processes etc.
 Causal studies usually offer the advantages of replication if
necessity arises
 This type of studies are associated with greater levels of internal
validity due to systematic selection of subjects
 Disadvantages of Causal Research:
 Coincidences in events may be perceived as cause-and-effect
relationships. For example, Punxatawney Phil was able to forecast
the duration of winter for five consecutive years, nevertheless, it is
just a rodent without intellect and forecasting powers, i.e. it was a
coincidence.
 It can be difficult to reach appropriate conclusions on the basis of
causal research findings. This is due to the impact of a wide range of
factors and variables in social environment. In other words, while
casualty can be inferred, it cannot be proved with a high level of
certainty.

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 It certain cases, while correlation between two variables can be
effectively established; identifying which variable is a cause and
which one is the impact can be a difficult task to accomplish.
4.1 Data & Variables:
This research topic calls for primary data to be collected. I have collected the data
using questionnaires (see Appendix 1 for questionnaire).The likert scale
questionnaire was used in order to find the results and relationship between
independent variable i.e. social media and dependant variable i.e. fashion
industry .It consisted of 10 questions.
 Primary data:
An advantage of using primary data is that researchers are collecting information
for the specific purposes of their study. In essence, the questions the researchers
ask are tailored to elicit the data that will help them with their study. Researchers
collect the data themselves, using surveys, interviews and direct observations.
In the field of workplace health research, for example, direct observations may
involve a researcher watching people at work. The researcher could count and
code the number of times she sees practices or behaviours relevant to her
interest; e.g. instances of improper lifting posture or the number of hostile or
disrespectful interactions workers engage in with clients and customers over a
period of time.
To take another example, let’s say a research team wants to find out about
workers’ experiences in return to work after a work-related injury. Part of the
research may involve interviewing workers by telephone about how long they
were off work and about their experiences with the return-to-work process. The
workers’ answers–considered primary data–will provide the researchers with
specific information about the return-to-work process; e.g. they may learn about
the frequency of work accommodation offers, and the reasons some workers
refused such offers.

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These are the data which are collected from some primary sources i.e., a source
of origin where the data generate.
These are collected for the first time by an investigator or an agency for any
statistical analysis.
“Data which are gathered originally for a certain purpose are known as primary
data.” — Horace Secrist
 Merits:
1. It has high degree of accuracy.
2. For some enquiries, secondary data is not available.
3. These are more reliable.
4. It needs no extra precautions.
 Demerits:
1. It requires lot of time.
2. It needs much money.
3. These data can be obtained though skilled persons only.
4. Sometimes, these data are not available altogether.

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 Different Ways of Collecting Primary Data:
Primary data may be collected either through observation or through direct
communication with respondents in one form or another through personal
interviews. There are several ways of collecting primary data.
[Figure 2 Different Ways of Collecting Primary Data]
Types
Observation
Method
Interview
Method
Questionnaire
Method
Schedule
Method

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i. Observation Method:
In observation method, the information is sought by way of investigator’s own
direct observation without asking from the respondent. The main advantage of
this method is that it is free from subjective biasness, as it is free from
respondent’s willingness. It is, however, an expensive and time consuming
method. Moreover, the information provided by this method is very limited and
some of the more busy people like executives may not be accessible to direct
observation.
ii. Interview Method:
Primary data may be collected either through personal
interviews or through telephonic interviews:
(a) In the personalinterviewsthe interviewer asksquestionsgenerally in a
faceto facecontact. Through interview method moreand reliable
informationmay be obtained. Personalinformation can be obtained easily
under this method. It is, however, a very expensiveand timeconsuming
method, especially when largeand widely spread geographicalsampleis
taken. Certaintypes of respondents, such as officials, executivesor people
of high incomegroups, may not be easily accessible.
In thismethod, the respondent may give wrong and imaginaryinformation.
For effective interview thereshould be a good rapport with respondents
which is often very difficult todevelop. For a good result the interviewer’s
approach should be friendly, courteous, conversationaland unbiased for
which a proper training isrequired.
(b) In telephonic interviewscontact ismadewith therespondents through
telephone.

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The main merits of telephonic interviews are:
(i) Itis more flexible and faster than other methods.
(ii) Itis cheaper and less time consuming.
(iii) Recall is easy and replies can be recorded without causing embarrassmentto
respondents.
(iv) At times, access can be made to respondents who otherwisecannot be
contacted for one reason or the other.
(v) No staff is required and wider representation of sample is possible.
This method also has several weaknesses. For example, the surveys are restricted
to respondents who have telephonic facilities and little time is given to
respondents for considered answers. Itis not suitable for intensive surveys where
comprehensive answers are required for various questions.
iii.Questionnaire Method:
In this method a questionnaire is mailed to the person concerned with a request
to answer the questions and return the questionnaire. This method is most
extensively applied in various researches of human and economic geography.
The main merits of this method are given below:
(i) There is low cost even when the universe is large and is widespread
geographically.
(ii) It is free from bias of interviewer as answers are respondent’s own words.
(iii) Respondents, who are not easily approachable, can also be reached
conveniently. Moreover, respondents are given enough time to give well thought
answers.
The main demerits of this method are:
(i) Low rate of return of the duly filled questionnaires.
(ii) It can be used only when the respondents are educated and cooperative.
(iii) The control of the questionnaire may be lost once it is sent.

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(iv) It is difficult to know whether willing respondents are truly representative.
(v) This method is likely to be the slowest of all.
iv. Schedule Method:
This method of data collection is very much like the collection of data through
questionnaires, with little difference that lies in the fact that schedules (proforma
containing a set of questions) are being filled in by the enumerators who are
specially appointed for this purpose. Enumerators explain the aims and objects of
the investigation and also remove the difficulties which any respondent may feel
in understanding the implications of a particular question.
This method is very useful in extensive enquiries and can lead to fairly reliable
results. It is, however, very expensive and is usually adopted in investigations
conducted by governmental agencies or by some organizations. Population
census all over the world is conducted through this method.
Below is the conceptual framework that shows the variables:
4.2 Sample Technique:
I have followed the convenience sampling by floating questionnaires to the
people who were easily accessible.
The questionnaires were distributed in the following educational institutions and
office.


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4.3 Sample Size:
The Sample Size of 100 questionnaires was used for the analysis. Total no of
questionnaires floated and received back were equal i.e. 100 which means the
response rate was 100 %.
The questionnaires will be distributed randomly to the customers through google
docs.
4.4 Sample Tools:
Statistical Tools
I will use excel, sample percentage and pie chart to present my study
result.
In analytical work a frequently recurring operation is the verification of
performance by comparison of data. Some examples of comparisons in practice
are:
 performance of two instruments,
 performance of two methods,
 performance of a procedure in different periods,
 performance of two analysts or laboratories,
 Results obtained for a reference or control sample with the "true", "target"
or "assigned" value of this sample.
Some of the most common and convenient statistical tools to quantify such
comparisons arethe F-test, the t-tests, and regression analysis. Because the F-test
and the t-tests are the most basic tests they will be discussed first. These tests
examine if two sets of normally distributed data are similar or dissimilar (belong
or not belong to the same "population") by comparing their standard deviations
and means respectively.

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Chapter 5
DATA ANALYSIS AND INTERPRETATION
5.1 INTRODUCTION:
This chapters show the presentation and analysis of data collect from
questionnaires administered to get sample opinions the customers and who are
linked with fashion trends. They include the profile of respondents, and there
preference towards the fashion world.
The analysis and presentation of data collected is a true reflection of the
customers. The analysis is been presented in the form of chart tables and graphs.
Table No.1
Age of the respondent
INFERENCE:
This table shows the numbers of males and females’ respondents, 63% of the
respondents were found to be males, with the females constituting 37% from
the various area or places. This means majority of the respondents were
males.
Serial No Gender Number Of Respondent % Of Respondent
1. Male 63 63%
2. Female 37 37%
Total 100 100%

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CHART1:
Table No.2
Age distribution of respondents
Serial No. Age Range No. of Respondent Percentage
1. Less than 20 19 19%
2. 20-30 65 65%
3. 30-40 9 9%
4. More than 40 7 7%
100 100%
INFERENCE:
Fromthe abovetable the majority of the respondentare came fromthe age
range of 20-30.
63%
37%
Gender % Of Respondent
male female

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CHART2:
Table No.3
Occupation distribution of respondents
Serial No. Occupation Number Of Respondent % of Respondent
1. Student 63 63%
2. Business 9 9%
3. Employee 17 17%
4. Others 11 11%
100 100%
INFERENCE:
From the above table the majority of the respondentwascollected from the
studentswith a percentage of 63%, and the lowest responsewas collect from
professionaland Businesswith a percentage of 9%.
19%
65%
9%
7%
Age % Of Respondent
Less than 20 20-30 30-40 More than 40

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CHART3:
Table No.4
Do you use social media?
Serial No. Particular Number Of
Respondent
Percentage
1. Yes 98 98%
2. No 2 2%
Total 100 100%
INFERENCE:
Most of the respondents are using Social Media Nowadays with the
percentage of 98%.
Student
63%
Business
9%
Employee
17%
Others
11%
Occupation Of Respondent

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CHART4:
Table No.5
Which Sites do you use?
Serial No. Particular Number Of Respondent Percentage
1. Facebook 62 62%
2. Instagram 21 21%
3. Twitter 9 9%
4. Others 8 8%
Total 100 100%
INFERENCE:
Most of the Facebook user respondentsareusing Social Media Nowadays with
the percentage of 62%.
98%
2%
Social Media User
yes no

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CHART 5:
Table No.6
Do you follow fashion brands on social networking sites?
Respondent
Percentage
1. Yes 64 64%
2. No 36 36%
Total 100 100%
INFERENCE:
Most of the respondents are following brand on Social Media Nowadays with
62%
21%
9%
8%
% of Users
Facebook Instagram Twitter Others

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CHART 6:
Table No.7
Have you noticed fashion apparel advertisement on social media?
Respondent
Percentage
1. Yes 68 68%
2. No 32 32%
Total 100 100%
INFERENCE:
Most of the respondents are noticed fashion apparel on Social Media
Nowadays with the percentage of 68%.
64%
36%
User % fashion on Social Media
Yes No

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CHART 7:
Table No.8
How do you observe the latest fashion trends?
Respondent
Percentage
1. Social Networking Sites 61 61%
2. Print Media 17 17%
3. Television Ads 12 12%
4. Looking at what others
are wearing
10 10%
Total 100 100%
68%
32%
User % of noticed fashionon Social media
Yes No

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INFERENCE:
Most of the respondents are observe the latest fashion trend on Social Media
CHART 8:
Table No.9
How much do you agree that social media helps in acquiring information
about fashion trends?
Respondent
Percentage
1. Strongly agree 31 31%
2. Agree 43 43%
3. Neutral 14 14%
4. Disagree 2 2%
5. Strongly Disagree 10 10%
100 100%
61%17%
12%
10%
% of observe the latest fashion trends
Social Networking Sites Print Media Television Ads Looking at what others are wearing

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INFERENCE:
Most of the respondents are agree to it is help on Social Media Nowadays with
CHART 9:
Table No.10
Do you follow fashion related blogs?
1. Yes 58 58%
2. No 32 32%
3. Maybe 10 10%
Total 100 100%
INFERENCE:
Most of the respondents are Follow fashion related blogs on Social Media
31%
43%
14%
2%
10%
How much do you agree that social media helps in
acquiring informationabout fashiontrends?
Strongly agree Agree Neutral Disagree Strongly Disagree

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CHART 10:
Table No.11
How oftendo you buy products that you see on these sites?
Respondent
Percentage
1. Always 30 30%
2. Sometimes 51 51%
3. Rarely 9 9%
4. Never 10 10%
Total 100 100%
INFERENCE:
Most of the respondents are sometimes buy product that they see on Social
Media Nowadays with the percentage of 58%.
58%
32%
10%
Do you follow fashionrelated blogs?
Yes No Maybe

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CHART 11:
Table No.12
Do reviews and ratings affectyour buying decisions?
Respondent
Percentage
1. Yes 89 89%
2. No 11 11%
Total 100 100%
INFERENCE:
Most of the respondents are do review and rating on Social Media Nowadays
with the percentage of 89%.
30%
51%
9%
10%
How often do you buy products that you see on
these sites?
Always Sometimes Rarely Never

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CHART12:
Table No.13
Do you copy fashion from social media?
1.
1 (never)
15 15%
2. 2 5 5%
3. 3 8 8%
4. 4 12 12%
5. 5 18 18%
6. 6 9 9%
7. 7 11 11%
8. 8 10 10%
9. 9 3 3%
10. 10(mostly) 9 9%
Total 100 100%
89%
11%
Do reviews and ratings affect your buying decisions?
Yes No

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INFERENCE:
Most of the respondents are averagely copy fashion Social Media Nowadays
with the percentage of 18%.
CHART12:
15
5
8
12
18
9
11
10
3
9
1 (never) 2 3 4 5 6 7 8 9 10(mostly)
Do you copy fashion fromsocial media?
Series1

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Chapter 6
Findings, Inference, Limitations, Conclusions
6.1 FINDINGS:
i. There are mostly 20 to 30 Aged people more active on social media on
fashion industry.
ii. Mostly student background users are using smart phones.
iii. 98% of smart phone users use social media marketing.
iv. Mostly users use facebooksocial media.
v. Major people are follow social media for fashions. 68 % of people follow
social media.
vi. 61% people follow fashion brands or producton social media sites.
vii. 43% people agree that social media help to fashion trend on youth.
viii. 50% people copyfashion on social media.
ix. Major users effected on review and ratings.
x. Most of the time people buy productoffline, to justify the product.
6.2 INFERENCE MADE FROM THE SURVEY:
These 13 questions were prepared to know the consumer perception internet and
their preferences regarding social media and using internet and other media
devices as means of finding information and purchasing fashion related products
and services. The majority of the respondents were from the age group 20 to 30
and were from metro city Navi Mumbai. Most of them were college students and
employees, and are very tech savvy so majority of them are comfortable using the
internet and almost everybody has a smart phone which they use daily for
internet browsing and information searching and online shopping.
It is found that after laptops, people mostly use smart phones for internet access.
Usage of smart phones for accessing the internet and social media is increasing at
a very rapid pace as advancements in the field of smart phone technology is
happening at a very high rate. In the next decade, smart phone will be the device
which will be the deciding factor in marketing and advertising industry as it is a

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medium which not many have tapped for marketing and advertisementpurposes.
A recent survey states that the ratio of cell phones to landlines in India is 14:1. As
the penetration rate of cell phones in rural India continues to increase, more
people will start using the internet and are more likely to start using social media
for information search
This study discovers that fashion blogging is an incredibly impactful tool in the
fashion industry, especially when paired with social media use. Majority of the
respondents have shown tremendous interest in social media and have admitted
that they follow fashion through social media. Social Media has made a formerly
exclusive industry moreinclusive to consumers. Fashion brands and designers are
using social media heavily and are encouraging two-way communication between
themselves and consumers. They are not just people giving consumers an insider
look into the fashion industry, but today, they are able to get into the minds of
the consumers through these sites. They have begun driving trends and brands
have begun to understand how important and influential social media can be to
consumers. Brands are beginning to partner with social networking sites so that
they will have a severe sales driving force on the grunt level as consumers show
religious following to the social media in respect to these fashion trends.
6.3 LIMITATIONS:
As the survey has been taken out from a small cluster of 100 respondents, it
cannot be taken as an accurate result of how the digital media has impacted the
consumer buying behaviour. The study respondents were mainly students; it can
be conducted on different population other than students as well that can give a
better picture of the impact that social media is having on the people on the
overall scale.
Data sample was quite small that shows limited generalizability of the research.
Sample size should be increased in order to make the results more generalize able

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as it would cover a wider section of the society and help facilitate to create a
more generalized picture.
As fashion changes from culture to culture, so people consciousness and
consumer buying behaviours may also vary likewise. Cross cultural research
should also be conducted regarding this topic to understand the magnitude of this
change.
6.4 CONCLUSION:
Young consumers are in an increasing demand for trustworthy information
regarding fashion trends, therefore, social media can be a useful tool for finding
information due to its capability of instant interaction between users and brands.
Fashion brands’ presenceon Social Networking Sites give the impression that they
are closer to their audience. This impression is derived from the interaction
between consumers and brands that social media provide. Contrary to traditional
media where consumers have a third party opinion that they do not know if they
can trustand are only fed information by the brand, social media gave consumers
a chance to be influenced by other consumers’ shared opinions, people that they
might trust more because of their online influence.
For instance, a lot of designers share their views and personal preferences that
are followed by thousands or millions of people. These designers are opinion
leaders that are often used by brands. Fashion brands could take advantage of
this phenomenon and make use of social media to exert more influence on the
formation young consumers’ opinion.
The role of social media in the process of purchase is in its preliminary phase with
it being costly informational. Dependency of consumers on social media to know
about latest fashion is high. Findings show that Social Media affects both the
Consumer Buying Behaviour and Fashion Consciousness of Consumer. So it is
revealed that Social media has little bit influence on Consumer Purchase
Behaviour as well as Fashion Consciousness of Consumer.

Fashion Industry
2019
References
http://www.retailtouchpoints.com/features/trend-watch/has-social-media-
helped-democratize-the-fashion-industry
http://en.wikipedia.org/wiki/Fashion#Fashion_industry
http://en.wikipedia.org/wiki/Media_%28communication%29
http://www.businessdictionary.com/definition/media.html
http://en.wikipedia.org/wiki/Social_media_in_the_fashion_industry
http://www2.vtt.fi/inf/pdf/tiedotteet/2008/T2454.pdf
http://www.brainyquote.com/quotes/keywords/fashion.html
http://www.brainyquote.com/quotes/keywords/social_media.html

Fashion Industry
2019
Questionnaire
1. Name
___________________________________________________
2. Age
(a) Less than 20
(b) 20 – 30
(c) 30 – 40
(d) 40 and above
3. Gender
(a) Male
(b) Female
4. Occupation
(a) Student
(b) Business
(c) Employee
(d) Others
5. Do you use social media?
(a) Yes
(b) No

Fashion Industry
2019
6. Which sites do you use?
(a) Facebook
(b) Instagram
(c) Twitter
(d) Others
7. Do you follow fashion brands on social networking sites?
(a) Yes
(b) No
8. Have you noticed fashion apparel advertisement on social media?
(a) Yes
(b) No
9. How do you observe the latest fashion trends?
(a) Social Networking Sites
(b) Print Media
(c) TV Ads
(d) Looking at what others wearing
10.How much do you agree that social media helps in acquiring information
about fashion trends?
(a) Strongly agree
(b) Agree

Fashion Industry
2019
(c) Neutral
(d) Disagree
(e) Strongly disagree
11.Do you follow fashion related blogs?
(a) Yes
(b) No
12.How often do you buy products that you see on these sites?
(a) Always
(b) Sometimes
(c) Rarely
(d) Never
13.Do reviews and ratings affect your buying decisions?
(a) Yes
(b) No
14.Do you copy fashion from social media?
(a) 0 (Never)
(b) 10 (Mostly)

Fashion Industry
2019

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