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

Running Head: Fashion Marketing 0
Fashion Marketing
(Student Name)
1/8/2019
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Fashion Marketing 1
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).

Fashion Marketing 2
(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.

Fashion Marketing 3
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