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Fashion

Fashion problem: Social Media

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Literature Review: Social Media problem for Fashion

This “Ten Problems for Fashion in the 2020s” booklet identifies ten relevant areas from very recent contributions put forward at academic level in the form journal articles, conference proceedings and students’ theses. Ten freely accessible internet references have been selected for each area and direct links are provided at the end of each chapter for own consultation. Our selected references do not intend to mirror ranking indexes nor establish novel classifications. On the contrary, they are meant to represent peer-reviewed, diverse and scientifically-sound case studies for vertical dissemination aimed at non-specialist readers. They will also be able to scoop even more references through the bibliography that is reported at the end of each selected reference.

Without further ado, these are the ten problems that we are going to introduce in this booklet:

  1. sustainability,
  2. retail,
  3. quality,
  4. materials,
  5. pollution,
  6. recycling,
  7. human rights,
  8. responsibility,
  9. social media,
  10. funding.

Each problem has its own dedicated chapter made of an introductory section, a short presentation of the ten selected references and a conclusions section.

The final chapter of this booklet will report the conclusions from each chapter again in order to provide a complete executive summary.


9 Social Media

THE PROBLEM — Fashion has witnessed several processes of mediatization, exemplified by the rise of fashion bloggers and influencers and the emergence of several online activities. Social media are now a key feature in the marketing strategies of fashion brands. They can be used to create long-form narratives that provide stakeholders with behind-the-scenes inspiration and exclusive design details.

CASE STUDIES — … buy this booklet from Amazon …

CONCLUSIONS — Thanks to the role of legacy and digital media, fashion as a cultural industry has been increasingly able to fuel global social imaginaries. Social media provide fashion brands with endless space for creativity and enhancing the brand experience. Fashion social media influencers that are always presenting their perfect self are considered mischievous. Fashion podcasts tend to use expert-based frames as sources, compared to celebrity frames. Clear differences are evident between the communication of sustainability by fast fashion and by sustainable fashion brands. Following fashion influencers is found to develop motivation, inspiration among their followers and help making them aware and updated about latest trends. Influential fashion bloggers’ posts come in exchange of compensation which can be money free products, or experiences. Instagram mums celebrate a different fashionable body to the conventional aesthetic that one has to be young, thin, and white to be fashionable. Global brands’ ethnocentric strategies and culture play a great part in the social identity of many of their consumers. Powerful forces shaping the future of the modest fashion amongst others are going to be the liberalization of equality for women, gender roles, empowerment of the girls.

TEN FREE REFERENCES FROM THE INTERNET — … buy this booklet from Amazon …


Fashion Problems
“Ten Problems for Fashion in the 2020s” booklet for Amazon Kindle, 2021; click on the cover to go to the dedicated Amazon listing page

By TenProblems

Literature Reviews for Inquisitive Minds