Impact of the Instagram economy in the modern fashion industry : a case study of the UK

Abstract EN

Increased competition in the fashion industry has resulted in the application of innovative strategies to increase the market share and profitability.

Social media has emerged as an effective and reliable channel of marketing fashion products.

Instagram has raised an effective social media platform that uses visual features and other multimedia content to facilitate communication.

Instagram forms a virtual community, which brings forth an opportunity for influencers to engage in marketing initiatives.

The compensation offered for their role in the marketing process has resulted in an Instagram economy.

The study investigates how the Instagram economy impacts the modern fashion industry.

The study is accomplished through a qualitative approach that focuses on the UK fashion industry.

The findings gathered from the primary research show substantial correlation to insights gained in the literature review.

The impact of the Instagram economy on the fashion industry is exemplified by the increased professionalism and investment in engaging influencers.