Cutting through the clutter – An exploration study into the strategic use of social media in fashion

The importance of social media is evident as millions of people use it to connect with others, share content and discuss different topics. 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. Adopting an exploratory approach, our study provides a critical assessment of the use of social media by three well-established fashion brands, in order to identify its potential as a strategic marketing tool.