Abstract
With the increasing prevalence of social media, fashion has changed with it. Social media has shifted the meaning of fashion from the mass media era to the social media era. In order to build customer loyalty through effective communication with consumers, luxury brands have turned to social media for promotional strategies. Luxury fashion brands have evaluated social media marketing techniques such as Twitter, Weibo and Instagram as an effective tool to take their business to the next level. However, the recent entry of many fashion brands into the luxury market and the ensuing fierce competition has brought unexpected changes to the market. We discuss how fashion performs differently in traditional media and social media, how the type of customer has changed, and how social media allows fashion brands to reach a wider audience.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Lecture Notes in Education Psychology and Public Media
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
