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Cooper (p. 23-32)

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Coulmas-Law (p.42-46)

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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

The Impact of Social Media on the Fashion Industry

Author(s): Iris Mohr

Citation: Iris Mohr, (2013) "The Impact of Social Media on the Fashion Industry," Journal of Applied Business and Economics, Vol. 15, Iss. 2, pp. 17-22

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The purpose of the paper is to address social media as a marketing strategy to manage market shrinkage

in fashion and luxury markets. During the financial crisis of 2008, retailers faced a dilemma relating to

both the economic environment and psychographic issues: how to convince consumers of fashion and

luxury goods to purchase when even the wealthy cut back, and how to plan for spring when sales are

declining at retail stores. To understand further social media, as a marketing strategy for managing

marketing shrinkage for an upscale segment, a study was conducted on attendees of Mercedes Benz

Fashion Week in New York to examine the relationship between social media and fashion and its

relationship to fashion week. The author synthesizes extant knowledge on the subject, and provides

recommendations for future research.