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UAL Research Online

The Strategic Use of Social Media in the Fashion Industry

Kontu, Hanna and Vecchi, Alessandra (2013) The Strategic Use of Social Media in the Fashion Industry. In: Transcultural Marketing for Incremental and Radical Innovation. IGI Global. ISBN 9781466647497

Type of Research: Book Section
Creators: Kontu, Hanna and Vecchi, Alessandra

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & 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 goal of this chapter is to critically review the literature that explicitly addresses the adoption, application, and impact of social media by fashion brands. In particular, the purpose of this chapter is to provide a critical assessment of the adoption of social media amongst three well-established fashion brands in order to identify the importance of social media as a strategic marketing tool and to propose a number of alternative social media strategies for fashion brands. Such a critical assessment is necessary since, as demonstrated by the research findings, implementing these strategies will allow brands not only to survive, but also to create new competitive advantages and thrive in the new global fashion business environment.

Official Website: http://www.igi-global.com/book/transcultural-marketing-incremental-radical-innovation/78254
Publisher/Broadcaster/Company: IGI Global
Your affiliations with UAL: Colleges > London College of Fashion
Date: 2013
Digital Object Identifier: 10.4018/978-1-4666-4749-7.ch010
Related Websites: http://www.igi-global.com/chapter/the-strategic-use-of-social-media-in-the-fashion-industry/90402
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Date Deposited: 29 Apr 2014 13:36
Last Modified: 29 Apr 2014 13:36
Item ID: 6586
URI: https://ualresearchonline.arts.ac.uk/id/eprint/6586

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