To what extent does the Internet facilitate more diverse patterns of fashion media production and consumption?

This article examines the impact of the internet on the production and consumption of fashion media. It explores how the internet has transformed the fashion industry, allowing retailers and manufacturers to connect with consumers in new and innovative ways. The article also discusses the role of social media in fashion marketing and the rise of online shopping in the fashion industry.

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To what extent does the Internet facilitate more diverse – or even resistant - patterns of
production and/or consumption of fashion media?
The fashion and style are not mere words but an intrinsic part of today’s life. It has limitless
opportunities for creativity in an individual. It has covered wider spectrum as well as still has
a wider scope for the experimentation to express that urge of creativity. Fashion is a fusion or
mixture of artistic tastes that may be simply elegant or classic. Whether one feels identified to
the fashion or not, being indifferent to their massive attack is inevitable (Hyun, Hahn and
Leslie, 2016). The industry of fashion has a very complex network in a recent scenario. To be
able to deliver the right product at right time and right place with the right quantity as well as
quality to the right consumers is becoming one of the biggest challengings for the fashion
retailer. Eventually, all the finished products have to reach the ultimate consumers as well as
here the role and responsibilities of the retailers have become more vital (Amatulli, 2015).
The internet has a greater impact on the choice and preference on individuals in the recent
scenario. It is one the effective platform of the continual source of news, education, and
entertainment for the users around the world for more than twenty years. The most innovative
technology of the internet is social media. Fashion media mostly use the platform of
Facebook, Twitter, as well as similar services which are becoming the most visited
destinations on the internet for social media. Such websites allow fashion retailers to easily as
well as quickly share the pictures, links, messages, as well as ideas with their targeted
consumers. It is the combination of accessibility, intuitive, simplicity that would help to
target expected consumers at a greater level (Sudha and Sheena, 2017).

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(Source: Gola, 2013)
Various technological developments such as the use of the internet as well as e-commerce are
transforming the fashion industry. There are three main stakeholders in the fashion industry
which are designers, producers, and retailers. With the emergence of the internet, the fashion
industry is more driven by the demands of the consumers and their preferences (Godart et al.,
2015). The consumers are becoming more specific regarding the prints, fabrics, colors, style
of their clothes. The retailers in the fashion industry used to access online retailers through
the pattern of physical stores only. However, in the recent scenario, the rise of the use of the
internet and e-commerce has reduced such differences between the online and offline
medium. There is the great impact of the internet on the retailers by increasing the access of
the fashion retailers to their consumers. With the help of the internet, the fashion retailers are
able to connect with consumers in new as well as innovative manner (De Mooij, 2016). Now,
they do not need to make more efforts in specific floor designs and tremendous space to reach
their potential consumers. The physical outlets have also become a part of the communication
as well as the sales strategy of the companies rather than being the only way to connect to the
consumers in a more effective manner (Acharya et al., 2018).
In the recent scenario, the retailing, as well as the manufacturing process, has moved from the
traditional ways to more and more modern ways. The internet plays a vital role in such a
process. The internet used as an effective tool to target maximum consumers by the retailers.

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The fashion media has covered huge market through the source of internet (Yeung and Ang,
2016). The internet has a different platform through which the fashion retailers can target
their consumers at a wider level. The new age of the internet is made up of thousands of
platforms that allow interactions to experience different things and take advantage of a range
of features. In the recent scenario, the internet is characterized by the greater users
interactivity as well as collaboration with more universal network connectivity and also
enhanced channel of communication that provides a strong basis for conversations and
interception through the internet (Arvidsson and Niessen, 2015).
The sharing of information related to fashion through online platforms is the fundamental
basis for marketing in the recent period. The individuals are also influenced by various
marketing strategies such as endorsement which effectively affected the decision-making
process as well as purchase behaviors of the consumers. The endorsement is the process in
which the endorsers as an individual with a large public following who utilize this
recognition in conjunction with a good or service in which they promote (Park, Ciampaglia
and Ferrara, 2016). In order to promote the high quality as well as innovative nature of
fashion products, the experts recommend and assess the feature of the product to the general
market, it is the place where the marketing of endorsement comes into effects. The marketing
of endorsement are exploited by the fashion media in numerous ways, for instance, an
endorser will receive the products, and after using such product, they share their experience
or opinion of the good public through platforms such as Instagram, Twitter, or high- profile
interview. Through such a platform, the consumers would able to consume the product in a
more effective manner (Carmignani and Zammori, 2015).
The internet can also be used by the companies for the purpose of online marketing as well as
confronting the competitors form the fast fashion industry. The internet can assist or guide

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the companies to invest in the promotion as well as marketing activities with better results. It
involves the specific use of the online mediums. The online retail in the industry of fashion
has increased drastically. The number of factors is responsible for the sales of the internet
sector which can be classified as digital penetration, the growth of internet habitual
consumers, limitation of the physical stores and the improved supply chain of the fashion
industry. The digital penetration has been increased with the convergences of the physical as
well as digital retail space. Digital penetration has reduced the cost of companies with the
penetration of smartphones as well as internet penetration.
(Source: HTX, 2018)
Other than that the main platform of the internet is social media. It is one of the effective
platforms through which the consumers, as well as retailers, would able to interact in a more
efficient manner. The retailers spread their awareness through the platform of social media to

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get connected with their desired consumers by posting information related to such fashion
media. It is one of the most effective ways to target their consumers. The social-e-commerce
has also emerged in which the users of social media are posting the images of their outfits as
well as also showing it to the other consumers with their information or details are provided
related to the places at which the others can also purchase.79 percent of the UK companies
have opted to include social media as a tool in their marketing strategies (Chan and Mok,
2018).
(Source: Roesler, 2015)
The internet provides a huge market for the fashion industry. Almost the top brands, as well
as start-up companies of the fashion industry, make their presence in the platform of the
internet. The individuals would able to find any brand or products through the platform of the
internet. In the contemporary period, the shopping through the internet has turned out to be
one of the most rapidly growing ways of buying with increasing growth rates that outpacing
the traditional clothing retail settings. In the fashion industry, the clothing is considered as
one of the most purchased products which raise the utilization of the e-commerce and their
involvement in business as well as shopping. The online shopping has provided lot more
opportunities for businessmen to extend their trade athwart the globe (Guercini and Runfola,
2015).

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The increase in demand, as well as trade, has formed new fashion in the fashion business.
The report from survey exposed that the fashion is one of the 3 essential products that the
users of internet choose to buy online as well as it has been analyses that the most clothing
shoppers are mostly teenagers in the fashion industry. The main reason is that the best ever
mounting world has distorted the lifestyle as well as the consumers like to keep their time
save as the main concern. Moreover, the expansion of e-tailing also offer various benefits of
shopping on the internet, with only some clicks of the keys as well as mouse the customers
can able to set aside their utmost instance as well as efforts because the services offered by
the firms on the internet. The increase in consumption through the internet does not only
affect the perceptions of the customers as well as their attitude towards shopping but also
prejudiced the industries and business at a greater level. The garments industry is one of the
most trading shopping items on the web, deceptively getting the glorious advantages which
also include modifications in its number of tactics. The retailers in fashion industries find the
easy way to approach the potential consumers on the internet as well as fashion industry seem
to take on a number of shopping methods which is built by marketers of online sectors to
uphold a support of consumers through which the utmost number of consumers that can be
attracted (Friess, 2016).
The internet provides a huge market for retailers as well as manufacturers. Other than the
retailers, the manufactures would also able to connect with their clients with the help of the
internet. It also provides an effective platform for the manufacturer to get connected with
their clients in an effective manner. Internet covers a huge market for the manufacture
without limiting their boundaries for particular one country. It helps in enhancing the
distribution channel for the manufacturer as well as for the retailers. The channel of
distribution is such a process in which the independent organization works cooperatively to
shape the values as products that keep on through the channels ((Scuotto et al., 2017). The

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process of fleeting the product from producer to users is referred to the channel of
distribution. Different apps have been introduced for the manufacturer as well to connect with
their clients. The best example is Alibaba, through this app the manufacturer would able to
get connected with their clients in a more effective manner that provides a platform for the
manufacturer to enhance their connection with their desired clients. The wholesalers, as well
as retailers, have also been able to find the manufacturer of their required product in a more
effective manner. Therefore, the manufacturing process in the fashion industry goes smoothly
with help of effective platform of the internet (Turban et al., 2018).
The online fashion industry in the US is growing in a fast pace as well as a number of
companies are considering over growing the number of online shopping websites due to the
reason the websites provide a platform for the forms to extend their advertising message as
well as enhance their sale. The website is one of the effective tools which mostly used by the
companies at a greater level. Most of the top companies have their attractive websites to
attract their consumers at a greater level. The website is triumphant if it is visited by the
customers and converts them into potential buyers. Therefore, most of the companies targeted
their consumers with the help of websites as well in which the information about the
companies is also available. It also helps the consumers to search their required demand
through the internet to satisfy their needs and wants. Most of the companies also provide the
feature of purchasing products through their websites or portal which is known as online
selling. It not only provides information about the product but also provide the facility of
purchasing the product. It saves the time of the consumers which attract them more
(Macchion et al., 2017).

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(Source: Lubelczyk and Brown, 2018)
Most of the large companies in the fashion industry have started relying on the internet to
gain more consumers; the small and medium forms are also trying to grow their market by
using the tools of the internet. The clothing industry in e-commerce is using the e-retailers,
designers, consumers, and manufacturers in the platform of online. As a result, most of the
fashion companies in the e-business are entering through the medium of business to business
and business to consumer business models. The business to business models are anticipated
to the increase as well as improve the performance of the supply channels which are
considered as a critical to meet the requirement of online clothing of retailers. The increase in
the exchange of B2B provided the companies with the more collaborative design of the
product, value-add service and inventory planning. It gives a new platform to the business
which helps in expanding their business at a greater level. In the business to consumer model,
the retailers would able to target new consumers in a more effective manner. Business to
consumer model is those that sell their products or service directly to the consumers or end

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users. The companies connect, communicate, and conduct business transactions with the
consumers most often via the internet (Pedersen, Gwozdz and Hvass, 2018). The B2C model
focuses on direct selling of their product to the end users through the platform of e-
commerce. E-Commerce provides a huge market for retailers to target end users. With the
help of the internet, the retailers would able to reach out to maximum consumers in the
limited time period. They have not limited to the particular boundaries that made the
companies more successful in a more effective manner. It provides benefits to both the
consumers as well as retailers. The consumer would able to satisfy their needs in an effective
manner and the retailers would able to Ancash the opportunity of targeting consumers in an
efficient manner. These two models play a prominent role in the fashion industry
(Kozlenkova et al., 2017).
At some point, most of the consumers do not prefer to purchase the product form the source
of online. The internet creates boundaries for those who do not use e-commerce sites to
satisfy their need or requirements due to the reason of fear in mind related to the quality of
the product or the price. Some of the consumers have a thought that they can buy their
product from physical outlets at the cheaper process or with more great quality. It forces the
companies to continue their business with physical outlets as well. The companies who are
using the platform of the internet for marketing their product would not able to target the
consumers of all generation. Most of the individuals have not enough time for surfing on the
internet or it may be possible that they are not on any social sites. This limit the companies to
target their consumers, therefore, most of the companies also use a traditional manner of
marketing to target their consumers. Other than such issue, the internet also increases
competition in the market at a global level that forces the companies in the fashion industry to
come with innovative ideas. The internet is the main cause of fluctuation in the market of the
fashion industry. The increase in competition would create an issue for the small as well as

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medium industries to target the consumers. They would need a huge amount of investment in
targeting consumers due to the increase in completion. Most of the companies are even not
able to survive in such a competitive market that would create a main issue for such
companies due to the internet (Zeng and Glaister, 2016).
Those companies who are doing their business through e-commerce also face the issue of
security due to the cybercrimes. The cyber-crimes are increasing nowadays that resist the
companies to continuing the business through the platform of the online. Most of the cases
have been found that increase fear among the small as well as medium enterprises to spread
their business through e-commerce. Not only the companies, but the consumers also feel
resist to purchase the products from online due to the cybercrimes. The hacking while
payment through online, resist the consumers to purchase the products through e-commerce.
It creates a huge impact on the demand for the product that affected the use of the internet for
the business. Therefore, the internet also facilitates resistance in the pattern of production or
consumption in the fashion industry (Meraviglia, 2018).
From the above analysis, it can be concluded that the internet has both positive as well as a
negative aspect of the fashion industry. The internet provides a more diverse platform to the
retailers of the fashion industry, as the companies would able to target maximum consumers
through the platform of the internet. It provides an opportunity for the companies to market
their product in a more effective manner with the help of various tools of the internet. Most of
the companies prefer to adopt e-commerce tool for their product. It provides a vast market to
the companies as well as consumers. Moreover, the internet also provides a new platform to
the manufacturing companies to target their clients. Alibaba is the live example of the e-
commerce. At the same time, most of the consumers, as well as companies, prefer to use the
traditional method of selling and purchasing the product for satisfying their needs and

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requirements due to the fear of cyber-crimes in the fashion industry. Moreover, the internet
also increases the competition in the fashion media market that creates an issue for the
company to survive in such a competitive market. The major affected companies for the
competition are the small and medium enterprises that resist them to market their product
through the internet.

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