The Effect of Social Media on Fashion Business

By



ACKNOWLEDGEMENT

I am very grateful to God who has given me the grace to start this course and end it successfully. I would like to thank my family, who worked really hard and stood by me all the way. God bless my family who gave me full support and encouraged me. I would like to thank my supervisor, for her patience and support. Finally to my friends and all who have made the completion of this project a success, thank you and God bless you.

DECLARATION

I declare that the work in this dissertation was carried out by me. The project is my own original work and has not been submitted elsewhere in fulfillment of the requirements of this or any other award.

SIGNED: ............................................................. DATE: ..........................

ABSTRACT

The major purpose of this dissertation was to examine the effect of social media on Fashion Industry. There was also a need to assess the usefulness of Information Technology and Business Model for a fashion industry. It was important to see the relationship between four variables that included Social Media, Fashion Industry, Information Technology and Business Model. There were 50 students who were selected as a sample size for the study. The survey was conducted by distributing the open ended questionnaires to 30 respondents. The interviews were also conducted by asking several questions from other remaining 20. The responses generated with the help of questionnaires and indicated that the effect of social media on Fashion Industry is quite high. The null hypothesis of the study was proved in the study. Therefore, these were the major issues related to research study that was discussed in detail.

TABLE OF CONTENTS

ACKNOWLEDGEMENT2

DECLARATION3

ABSTRACT4

CHAPTER 1: INTRODUCTION7

1.1Overview of the topic7

1.2 Statement of the Problem10

1.3Research Questions10

1.4 Significance of the Study11

CHAPTER 2: LITERATURE REVIEW12

2.1The Luxury Distinction12

2.2Online Challenges12

2.3The Luxury Problem13

2.4Challenges in Managing Social Media Platform for Luxury Brands15

2.5Use of Social Media in Innovation of Brand18

2.6Marketing Strategies and Social Media is Trend or Fad21

2.7Social Media Brand Awareness23

2.8Traditional Marketing versus Social Media Marketing25

CHAPTER 3: METHODOLOGY27

3.1Research Approach27

3.2Research Methodology27

3.3Dimension of the Research28

CHAPTER 4: FINDINGS AND DISCUSSION30

4.1Case Study of Cartier30

4.2Case Study of Tiffany & Co31

4.3Case Study of Balmain32

4.4Case Study of Nike33

4.5Case Study of BMW34

4.6Case Study of DKNY36

4.7Case Study of Oscar De La Renta37

4.8Case Study of Coach39

4.9Case Study of Jimmy Choo40

4.10Case Study of Burberry41

4.11Case Study of Gucci45

4.12Case Study of KLM/Air Baltic/SAS47

4.13Case of Victoria's Secret48

4.14Case Study of Marc Jacobs49

4.15Proposed Marketing Methodology50

4.16Mathematical Model67

CHAPTER 5: CONCLUSION69

5.1Summary of the Entire Study69

5.2Future Recommendations72

REFERENCES74

CHAPTER 1: INTRODUCTION

Overview of the topic

More than 75% internet users actively make use of social media. At present, the question is not just that how luxury brands make use of websites as the marketplace, it also includes the question that how this must be carried out by making use of social media. The online market's dynamics continue to move with the exponential development of social media programs. Consumer expectations and behaviors have changed. The advanced consumers demand a good quality from brands particularly form luxury brands. They want luxury brands to deliver them with ...