Social Media as a Public Relations Tool in Fashion Industry
CHAPTER 1
1. INTRODUCTION Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas through internet. It could be in the form of magazines, web-blogs, wikis, social networks , podcasts, photographs or pictures, videos, et cetera.. Social media is the easiest, fastest, and the most explosive way to transmit and receive information. Thus they have an immense influence on people, through which brands and orgaisations are having instantaneous reach with the public.
Public relations is the practice of managing the flow of information between an individual or an organisation and the public. The online networking sites like Facebook, Twitter, etc.. and fashion blogs, not only stand as a free online marketing platforms for the luxury brands and designers, but also as a tool to interact with the public. Small emerging brands and large fashion houses alike have tapped into this influence to reach new customers and generate real, honest communication. This study focuses on how current developments of social media contribute to the growth of relationship between the brands and the general public in the fashion industry.
Interaction between designers and their consumers has transformed the way an industry work by incorporating suggested feedback into the creative process of fashion. Traditionally, the fashion industry has had an exclusivity that enabled their products to be created behind closed doors and then embedded into the society during the start of each season. Through the incorporation of social media tactics within the public relations profession, consumer visibility into the industry has facilitated a new strategy for designers to remain ahead of the trend. Social media is a recently emerged media with the wide impact on personal as well as business communication. A communication model where addresser sends messages to receivers has been replaced by a new ways where
1. INTRODUCTION Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas through internet. It could be in the form of magazines, web-blogs, wikis, social networks , podcasts, photographs or pictures, videos, et cetera.. Social media is the easiest, fastest, and the most explosive way to transmit and receive information. Thus they have an immense influence on people, through which brands and orgaisations are having instantaneous reach with the public.
Public relations is the practice of managing the flow of information between an individual or an organisation and the public. The online networking sites like Facebook, Twitter, etc.. and fashion blogs, not only stand as a free online marketing platforms for the luxury brands and designers, but also as a tool to interact with the public. Small emerging brands and large fashion houses alike have tapped into this influence to reach new customers and generate real, honest communication. This study focuses on how current developments of social media contribute to the growth of relationship between the brands and the general public in the fashion industry.
Interaction between designers and their consumers has transformed the way an industry work by incorporating suggested feedback into the creative process of fashion. Traditionally, the fashion industry has had an exclusivity that enabled their products to be created behind closed doors and then embedded into the society during the start of each season. Through the incorporation of social media tactics within the public relations profession, consumer visibility into the industry has facilitated a new strategy for designers to remain ahead of the trend. Social media is a recently emerged media with the wide impact on personal as well as business communication. A communication model where addresser sends messages to receivers has been replaced by a new ways where
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