Navigating fashion trends in the digital age

Abstract

Fashion is an integral part of human life. It extends beyond clothing and accessories, serves as a medium for self-expression, and reflects an individual's personality and cultural identity. In this study, we examine the complex and dynamic relationship between fashion influencers and individuals on social media, by examining the role of social media in constantly changing and reshaping the creation, dissemination and consumption of fashion. Social media has transformed fashion into a more interactive and inclusive space, by allowing individuals to share their views and express their opinion on style and fashion which was previously limited to fashion magazines and Television. One category of such individuals is known as social media based Fashion Influencers. This type of influencers mainly use platforms such as Instagram and YouTube to share their content in which they provide fashion-related tips and suggestions, review products and collaborate with different brands, through which they cater to a wider range of demographics. Fashion influencers have become pivotal in shaping contemporary fashion trends and consumer behavior. Our study mainly focuses on analyzing the content and engagement strategies of top 6 social media based fashion influencers. We have achieved this by examining the content of their posts, captions and the comments they receive from their audience, to identify and capture the underlying themes that define and characterize the interaction between the influencer and their followers and how they communicate and convey fashion to their audience. Apart from that, our study also delves deeper into the broader implications of social media on the field of fashion which includes topics such as democratization of fashion, fast fashion cycles and the potential for promoting sustainability through digital platforms.