Impact of Social Media on Fast Fashion Trend in UK

Research project

TABLE OF CONTENTS
Chapter 1 - Introduction...................................................................................................................3
Background of the study..............................................................................................................3
Research objective.......................................................................................................................4
Rationale......................................................................................................................................4
Chapter 2 – literature review...........................................................................................................5
Significance of using social media in retail sector......................................................................5
Analysing different types of social media used in retail..............................................................6
Relationship between social media and customer purchase intention.........................................7
Impact of social media on customer purchase intention..............................................................9
Chapter 3 - Research methodology................................................................................................10
Research design.........................................................................................................................10
Research approaches..................................................................................................................11
Research philosophy..................................................................................................................11
Data collection...........................................................................................................................11
Data analysis..............................................................................................................................12
Reliability and validity..............................................................................................................12
REFERENCES................................................................................................................................1

Research title
Impact of social media on fast fashion trend in UK
Chapter 1 - Introduction
Background of the study
In this Era the entire world has converted into a global village due to the impact of technology.
As the social media has become a new buzz among all the generation of people whether their
youngsters or old age people (Aragoncillo and et.al2018). Social media States two different
activities practices and the attitude and Behaviour of people who shares the information on the
social media. In nowadays social media has become one of the biggest tools of marketing for the
companies. Social media has given a new way to fashion industry. As many bloggers such as
celebrities share their images on the social media which create a bus among the youngsters to
purchase such clothes accessories etc. Before the market share of fashion industry is growing
fast. Social media helps a lot in bringing major development in the fashion industry and
continuously with the help of social media the fashion trend is changing. Social media has
provided news channels for advertisement to the fashion industry and those companies who are
dealing in fashion industry such as clothes accessories Jewelleries etc. Apart from this social
media has thoroughly changed the trend of buying behaviour of customers. With the help of
social media e-commerce platform also introduced in many countries and their sales is also
growing high. Due to the social media companies can announce new products in this industry
and people get something new every day. Social media is continuously minimising the gap
between the customers and the brands (Jayasuriya and et.al2017). With the help of social media
now companies can know their target customers and by providing them continuous update on
their latest products they can increase the customer base for the products. Companies are taking

benefit from the comments on their post and also it is proposed those pictures and images which
are being shared by their loyal customer. Along with this companies and brands can take
valuable feedback of their customers about the products. Due to social media customer can also
have wide range of products and they have ample of choices in the product segment. Due to high
competition customer has a right to purchase the product from such company who is providing
them at the lower cost. For this report a company calledBoohooasos. Bohoogroup plc is a online
retailer of United Kingdom. This company deals in fashion and clothing and has 3600 brands in
clothing and fashion. This company targets the people around 16 years to 30 years. It’s
headquarter is located in Manchester UK. Apart from this, ASOS plc is also a online retailer of
cosmetics and fashion. This company is also based on UK. This company targets the young
adults for their product. The website of ASOS plc sells over 850 brands in fashion and cosmetics.
ASOS plc has wide range of products in the category of cosmetics and cloths, along with this;
ASOS plc ships its products in 196 countries including US and Europe (Hsiao and et.al2020).
Boohooasos is a merger of these two companies as both the companies deal in same products
line. So to increase their profitability these two companies has joined their hands together to
provide better quality product to the customers and also with the help of merger they have
increased their market share.
Research objective
Scholar of this study mentioned the key objectives which are necessary for the evaluation and
effectiveness of the research. The following research objectives are mentioned below:
 To examine significance of using social media in retail sector
 To analyse different types of social media used in retail
 To identify relationship between social media and customer purchase intention
 To analyse the impact of social media on customer purchase intention
Rationale
The main objective of this study is to provide information about the importance of social media
in the fashion trends and how social media is influencing the buying behaviour of customers.
This study shows that how companies are using social media for the promotion of their products.
This report gives information about the relationship of customers and fashion companies. This
study also focuses on that how social media is being used by the retail Industries to enhance their
profitability and market share. This research put light on the demand and perception of