THE ADOPTION, APPLICATION AND IMPACT OF SOCIAL MEDIA IN FASHION MARKETING

The importance of social media is evident as millions of people use it to connect with others, share content and discuss different topics (Kaplan and Haenlein, 2010; Kim and Ko, 2010). Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. The aim of this paper is to critically review the literature that explicitly addresses the adoption, application and impact of social media by fashion brands. In particular, the paper seeks to explain what the new face of social media is, as well as it identifies its importance as a strategic marketing tool and proposes a number of alternative strategies for fashion brands. As demonstrated by our findings, implementing such strategies will allow fashion brands not only to survive, but also create new competitive advantages and thrive in the new global business environment.