Impact of Social Media on Fashion Industry

It would be fair to say that social media affects all our lives - from our food choices to our everyday attire. Different trends come and go while people try to follow them as much as they can. Gen Z spends an average of 53 minutes on social media every day[Forbes, 2021].

Social Media has affected almost every existing industry and fashion industry is one of them. Social Media has allowed people to express themselves in whichever way they want. A lot of people do this with the help of clothes. Fashion is a way of self-expression for a lot of people. It showcases their moods or their values. In today’s world, people are openly talking about self-love. Social Media is a platform where they can express themselves openly. The new generation is breaking societal norms of how a person should dress or look.

As a result, famous Fashion brands are advertising on Social Media. Big brands have started collaborating with influencers. This, in return, has not only increased their sales but has also added to their brand value. People trust their favorite influencers and buy products that they recommend. These collaborations have also helped more and more influencers to enter the industry. Influencers show the products of the brand and people tend to buy them. Fashion brands collaborate with YouTubers as well. YouTubers make fashion hauls by describing the quality of the product and recommend it to their subscribers.

Another term that is becoming popular on social media is body positivity. Customers are demanding big brands to become size-inclusive. People do not wish to see clothes on a size zero model anymore. They want to see it on different body types. Hence a lot of fashion brands

have introduced plus size fashion. A lot of fashion campaigns are now being led by curvy models.

During COVID-19, a lot of small fashion businesses have also emerged on Instagram. A lot of customers are choosing to go local. Instead of buying from big fast fashion brands, people are buying from small businesses. People are becoming aware of sustainable and slow fashion and they try to follow them as much as they can. Social Media provides a platform to all such businesses since they can’t afford a site or store in the beginning. On the other hand, a lot of big companies closed down their manufacturing units. Fashion and Social Media are two aspects that affect us daily in some way or the other. It is a great fashion to bring such positive change in society through social media platforms.

The 90s Fashion is also coming back. Girls are really in love with the Y2K trend. This trend is bringing back bright colors and low waist jeans. Wide pants, printed tees, front button cardigans, scarf tops, lace-up dresses are a part of this trend. They are often paired up with colorful rings, baguettes, and simple necklaces. Big brands like Zara are trying to inculcate this theme. In the latest collection of Zara, one can see such bright patterns. Korean Drama Fashion is also in trend. Brands like H&M are also introducing such lines. Recently H&M had a ‘black and pink’ segment. This merch was a result of collaboration with K-Pop’s biggest girl group, Black and Pink. Street style is another trend that is becoming popula. Nike Jordan’s are very popular among GenZ and Millenials. Jordan's collection is inspired by the famous basketball player Michael B Jordan. Nike has also collaborated with Dior and Travis Scott. Hence the sales of the shoes have shot up and they are hardly available in India. This has also led to an increase in the reseller's business of the shoes.

Airport looks of Bollywood stars are uploaded every day on social media. People like seeing them in casual outfits. A lot of influencers try to re-create these looks. Whenever a celebrity gets married, their outfits are immediately looked up. Critics give their views. A lot of brides are inspired by celebrities and their bridal Lehangas. They try to get something similar. Hence the market for traditional wear and indo- western outfits have also increased. Brides are inspired by the designs of Tarun Tahiliani and Manish Malhotra. These big designers have also started promoting their collections on various social media platforms.

Fashion Brands need to keep up with the trends on social media to grow and expand. People are becoming more accepting of the change. Fashion Brands have started investing a large amount of money in social media campaigns. They are now being more careful in their production processes since they see that sustainability is the future. Social Media has given a boost to the Fashion industry.