User:Johnsonm2/Social media in the fashion industry

Advertising through apps
Mobile apps allow users to shop brand sales, receive style tips, and customize fashion trend news feeds.

Social media in the fashion industry
Social media in the fashion industry has enabled consumers to have more interactions with fashion designers and firms. Unlike traditional advertising platforms, fashion companies and their advertising agencies have complete control over everything including billboard ads, magazine ads, and television commercials. With the use of social media, the industry can advertise virtually anywhere at any time with a click of a button.

Advertising through social media platforms
Below are some examples of different social media platforms in which fashion brands utilize to reach out to their consumers. Platforms such as TikTok, Instagram, Facebook and YouTube have allowed fashion brands to engage with consumers, often younger than the traditional target market.

Instagram
The popularity and usage of smart technology has increased which has shifted the way the fashion industry advertises. With the 2010 launch of Instagram, the app since then has gained over millions of followers.

Brand Influencers
Brand influencers have played an essential role in grabbing the consumers attention in regards to advertising a product. Fashion industries benefit from connecting with influencers in order to reach audiences that they may not have been able to through standard marketing practices. This alternate format to advertising has allowed for influencers and fashion experts to come together and work as a team to sell product

Celebrities like Kim Kardashian and Kanye West have been associated with the brand and have ultimately caused their products to become more reputable and more expensive. This niche allows the brand to build trust between the followers and the influencer.

YouTube
Since 2005, YouTube has made significant advancements in marketing fashion online. YouTube enables users to create videos that share current fashion trends or their favorite clothing items with their followers. This type of marketing allows for users to experience an up close and personal evaluation to be understand the product. More often than not, content creators do a full evaluation on what to expect consumer are to purchase the product they are advertising.

Impact on consumers
The fashion industry's use of social media has been criticized for promoting unhealthy body image. Traditional fashion media has typically promoted models with a specific body types as well as appearance. This approach has taken affect on consumers which has lead to negative self talk and a lack of confidence. Now, fashion blogging and other forms of social media influencers have allowed more diverse body types to be promoted in the fashion industry. Some brands have made efforts to promote body positivity through social media and marketing campaigns. The brand, Aerie, launched Aerie Real in 2014 to showcase diverse body sizes and stopped airbrushing models in their campaigns.