The Impact of Social Media on Fast Fashion Trends in the UK

This research project investigates the significant impact of social media on fast fashion trends, particularly within the UK market. The study explores the evolution of social media's role, transitioning from a mere communication channel to a powerful marketing tool that shapes consumer behavior. The report delves into how platforms like Facebook, Instagram, and Twitter influence customer purchase intentions, brand awareness, and the rapid dissemination of fashion trends. The research also examines the strategies employed by retailers, such as Boohoo and ASOS, to leverage social media for promotional activities, lead generation, and customer engagement. The literature review covers the significance of social media in the retail sector, analyzing different types of social media used and their relationship with customer purchase intentions. The methodology includes research design, approaches, philosophy, data collection, and analysis to ensure reliability and validity. The project provides insights into the dynamic interplay between social media, fashion trends, and consumer behavior, offering valuable information for retailers and marketers.

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

customers which is increasing and changing day by day due to the change in fashion trends. As
the social media is influencing the fashion trend thus the buying behaviour of customer has also
changed, this information is also discussed in this report. This study provides in depth knowledge
about the customer and their buying behaviour as they get highly motivated from social media.
This report also provide information about the trends in the product which is getting changed
through my due to social media.
Chapter 2 – literature review
Literature review refers to the review article. It is the scholarly paper which has latest knowledge
which includes findings and methods of the specific topic. it is considered as the secondary
research.
Significance of using social media in retail sector
According to Ramanathan,Subramanian and Parrott,(2017)social media has made an
insurgency in all the business by improving the channel for communication. It also enhances
customer satisfaction. Among the numerous business that have profited with the social media,
the retail area has encountered remarkable benefits. The social media, for example, Facebook,
LinkedIn, Twitter, and GooglePlus have assisted with making a local area that is helping the
retail business to advance the business. Direct contact, social media gives a climate where the
client gets a chance to straightforwardly contact the shipper. The questions, complaints, and
enquiries can be gone to effectively and straightforwardly. Texting, the other advantage ofsocial
media gives a consistent contact which permits to pass data immediately even at any instances of
emergency. Twitter is one such application that can immediately spread the most recent data.
The other online media likewise help to convey the significant message rapidly.Promotional
activities is the benefit from social media which retail sector is getting. As social media has
gotten outstanding amongst other medium to advance the items and administrations since it can
arrive at the public rapidly. It very well may be utilized for campaigning or advertising
advancement. The social network is built methodicallly with the end goal that the message is
conveyed appropriately. Client dedication, The primary benefit of social media is acquiring
customer loyalty.
Colicev, Malshe and Pauwels,(2018) said that The brand set up by the advancement through
informal organizations can be convincing for the clients to turn into a faithful client for your
items and administrations. Getting market, as social media assists with understanding the

achievement and disappointment of the item or administrations in the business sectors alongside
information on competition market which assists with improving the business.
The social media holds its significance for the retail business since individuals will in general
utilize the interpersonal organizations for looking for suggestions for the items and
administrations. Thus, it is profoundly fundamental for the present retail market players to make
their presence in social media as well. The retailers can keep track on the necessities of the
clients and read their brain. Carlsonand et.al., (2019) evaluated that The online media can be
utilized to find the specialty market via looking through utilizing the correct catchphrases. The
retail brands can be looked for its significance in the market by following the business discussion
on the lookout. Social media is also in increasing the brand awareness With almost 50% of the
total population utilizing social media platforms, they're a characteristic spot to arrive at new and
exceptionally focused on likely clients. It is also important for lead generation as social media
offers a simple and low-responsibility route for possible clients to communicate interest in your
business and your items. Lead generation is a particularly significant advantage of social media
for business that numerous interpersonal organizations offer promoting designs explicitly
intended to gather leads.Regardless of what you sell, social media can help you sell it. Your
social records are a basic piece of your business channel—the cycle through which another
contact turns into a client. Social media in retail sector is the blessing for them as it helps them in
doing promotion of the brand.
Analysing different types of social media used in retail
As per the views of Kalsnes and Larsson,(2018)facebook is one of the most used social
media platform.Facebook is general social media network. With numerous clients, Facebook has
over a fourth of the total populace, furnishing publicists with an unrivaled chance to reach
practically anybody and everybody. With regards to internet business, Facebook dominates at
lead generation. On the off chance that you need email addresses, Facebook is the spot to go,
with numerous publicists revealing. The most widely recognized model utilized is to run a
Facebook advertisement straightforwardly into a high-changing over presentation page offering
some assortment of a free lead magnet or group item. These leads would then be able to be
supported with a focused on automated assistant that acquaints them with your image and items.
Numerous online business marks likewise utilize packaged item contributions to commute home
apparent esteem and acquire quick change.

Facebook permits further developed focusing than some other promoting stage on earth.
Sponsors can focus by area, expected set of responsibilities, interests, past movement, and
numerous other unfathomably important models.Leaver, Highfield and Abidin(2020) stated that
instagram is another social media channel. Instagram is, obviously, very picture and video
substantial. Thusly, merchants of items that are outwardly engaging or who can consolidate
visual media into their missions will in general perform best on this social media channel. It is
likewise important that Instagram's client base slants intensely to the 18-29 territory and
somewhat more toward females and minorities. Assuming any or those attributes are in
arrangement with your intended interest group or purchaser persona, than chances are, Instagram
will be the best promotion decision for your business. In contrast to natural posts, Instagram
advertisements can be made to interface straightforwardly to an item page or other point of
arrival, taking into account direct commitment with your items.
Moslehand et.al., (2021) said that twitter is other kind of social media which is used by retail
sector. Twitter has altered breaking news and given unmatched admittance to clients to interface
with both specialty and standard influencers. Dissimilar to Facebook, Twitter is as yet a feasible
organization for natural commitment. Brands don't have to pay to arrive at their devotees, which
improves the stage's worth in any event, when running paid promotions. Internet business stores
today use Twitter advertisements fundamentally to drive brand mindfulness and advance explicit
items for direct transformations. Company can Utilize an important, convincing picture that
offers setting to the watcher, accommodates your image and draws consideration. Rich media is
a non-debatable on Twitter. Be extremely focused with the items or lead magnets you decide to
advance. Twitter requires a more engaged methodology than different channels.Construct client
commitment straightforwardly into the promotion. Twitter dominates at direct association among
brands and purchasers. Take advantage of that in your promotion campaigns.Through twitter
retail sector can attract targeted audience and also generate new customers.
Relationship between social media and customer purchase intention
According toTripathi, (2019) social media has changed the buying behaviour of customers fully.
Earlier customers prefer to purchase products from the physical stores of the company. But now
as the trend of customer purchase behaviour has changed thoroughly now they are referring to
purchase goods and products on the online website of company or on the e-commerce platforms.
In addition to this Martín and et.al(2018) states that social media has influenced the overall

market communication now the companies are directly communicating with their customers. As
the companies are providing latest offer and latest trends on their social media handle such as
Facebook, Instagram, Twitter etc. because company knows that millions of customers are the
active user of social media and especially the youngsters whom the company wants to target for
their products. So the fashion companies are easily getting their intended audience and therefore
the buying behaviour of customer got influenced. Now they do not have to go to the market to
know which new clothes are trending the just visit the website of the company or just any social
media platform whether it is Facebook or Twitter we can know which brand in which product is
trending. Now the social media has become a important tool for the communication of customers
and companies. With the help of social media a new relationship has set up between the
customers and brand awareness. Owing to social media customers are letting know various new
brands in the fashion industry earlier the customers were not having any idea about such
companies and brands. Apart from this social media bloggers have also set a new trend among
the customers. S social media bloggers are the one who endorse the products of such brands and
share their images on the social media which influence the mentality of customers and bound
them to purchase such products of companies. As per the Shukla,(2020) youngsters are the one
who got influenced by the social media and the purchasing behaviour has fully changed. As the
every social media platform is different from each other so the companies are using such social
media as per their needs and objectives. It has been seen that with the help of social media
customers are spending more on the purchase of fashion clothes cosmetics and other accessories.
As the social media and its uses has shorten the purchase journey for customers. Now a day’s
customers simply visit to the online website of any company or any E-Commerce platform just
see the pictures and details about the product and simply the can make payment and the product
will be delivered to them. So this new trend on the buying behaviour of customer is being come
from the social media and its influence only. In arguing with this Djafarova, (2021) said that
social media has put a negative impact on the buying behaviour of customers. Just seeing the
photographs images of celebrities and other fashion bloggers youngsters get influenced to them
and purchase necessary things. Due to social media the saving habit in youngsters is
continuously decreasing as they spend their money on buying new clothes accessories and other
things, which is not a good symbol for the economy. Most of the young age people by branded
products just to show off so that they can look rich and wealthy. To show their living of standard

they are spending four times more than their usual expenses, which is hilarious for them. So
social media has negative impact on the buying behaviour as well but it is up to the customer that
how they want to purchase the necessary products. As social media creating a mind set of
youngsters to purchase those goods which are not beneficial and usable for them but instead of
seeing the bloggers and other celebrities youngsters are spending their money on unnecessary
goods, which is a negative impact of social media. So the relationship between social media and
buying behaviour of customers are growing increasingly. Instead of visiting to the physical store
of any product customers firstly check the social media page of such companies. Sometimes the
relationship between both and healthy for the customers when they buy only necessary goods but
it becomes worst when customer purchase such goods which are not useful for them in such case
the relationship is harmful for the customer.
Impact of social media on customer purchase intention
According toBertola, (2018)social media has thoroughly impacted the customer purchase
intention. By just seeing the images and photographs of other people customer change their
mentality to purchase similar products. Earlier when the social media was not present the buying
behaviour of customers were Limited and they were buying only necessary good for themselves
and their families. But now the social media influence the Purchase Decision of customers. Now
customers do not look at the quality of the product but they want attended product in their
wardrobe. Howeveritstates that social media has impacted the buying behaviour and intention of
customers thoroughly that they do not worry about the price of product. As per the
Irshaid(2020)social media impact the buying behaviour of women the most. They want to
purchase all the products and necessary which is being carried by the celebrities. Apart from this
Pap and et.al (2018)says that due to the social media people are spending more time on their
social media account and online shopping website, which is killing their valuable time.
Continuing using social media is becoming harmful for their health as well. But the main motive
of people is to buy the goods only. They do not care about their health and money as well. With
the help of social media an old trait has become true that a man is a social animal. According to
Nash, (2019) companies and brands are taking advantage of the buying behaviour of customers
and they are also having a cold war among them, as the companies wants to grab the customer of
other companies. There forthey are focusing on proving similar products on less price so that
they can grab the loyal customer of other companies. As the social media has fully changed the

mentality of customers that the customers are themselves doing the market I g for the product, as
whenever they wear the product of any product they mentioned such company in their post
which further repost by the such brands so this thing also influenced the mentality of youngsters.
Many people buy products of big brands just because they want to be on the images of such
companies and their social media handle. For that they are spending thousands of rupees on
buying branded and valuable products of big brands. On the other hand Sudha and et.al (2017).
Said that if the people and especially young age people who do not have any intention of
purchase any goods or products but by seeing the images of such brands and especially those
bloggers who endorse the product of brands influence the mentality of customer and they
become conscious to buy such products. Hence some of the companies provide good deals to the
customer but some companies are selling more expensive product on their online websites and
social media platform to show the standard people are more buying such products which are
expensive so now social media has changed the trend of buying goods and purchase intention of
customers now they are focusing on purchasing more expensive and costly products.
Chapter 3 - Research methodology
Research methodology is the particular techniques or procedures which might be used for
identity, selecting and also analyze the information about the given topic. The main aim for
showing about the various types of research through which this could help for completing the
research topic while by using the proper methods:
Research design
Research means the consideration that must be used regarding to the study for having the
specific concern about the problem while by using the proper methods of the research methods.
In addition there are the two types of research such as Qualitative and Quantitative methods
while through it come to knows about how to take the proper steps for having the better results in
the research (What is Research: Definition, Methods, Types & Examples, 2021). Here,
Qualitative methods means the data which have been collected or gathered from the open-ended
questions or conversation with the selected people in the research. Quantitative research means
deals with the number along with the measureable methods for which scholar can also used the
systematic ways for gathering and collecting the information. In this report the scholar have
selected the Quantitative methods for the topic and also gathered the information while by using
the justification relationship and also by using the measureable variables in the research topic.

Research approaches
Research approaches means the it is part of any scientific study which has the regardless
of any research area for the given topic and also explain about the various problem while by
having the solution in the research. As this also needed to adopted the various methods of the
breaking down argument and that could keep the problems while by having the proper solution.
Here, this are mainly two types such as Deductive and Inductive approaches. Deductive
approaches means the conclusion that have been used for better true and generalising from the
specific collecting data while by using the evaluation propositions. Inductive research means the
information have been collected from the themes and while by having the patterns that might be
the conceptual framework for the research (Johnson, 2020). In this scholar have selected the
Deductive research approaches while through which they can collected the information from the
existing theory and some of information can be gathered from the hypotheses. Netnography
approach this means that it understand about the social interaction in having the digital
communication concepts. This can be also refers to the set of the data analysis. Research ethics,
representation, participants and observation. Type of Quantitative methods.
Research philosophy
Research philosophy basically deals with the sources, development of knowledge and
that could also keep the nature for dealing with the research for having the relevant topic
research. In simple word it can be said that it is the various ways for colleting the information
about the data phenomenon which should be analysed and used. Basically this of two types such
as Positivism and Interpretivism. Where Positivism means the data have been collected from the
highly structured along with the large samples and measurement that can be used while by using
proper methods. Interpretivism means the data have been collected from the small sample and
investigating from the qualitative research methods for having the proper collection of the data.
In this scholar have selected the positivism for collecting the information while by using the
Quantitative methods in this research and also collected large size of samples. For which this can
be also makes sure about the sources have been collected from the relevant sites.
Data collection
Data collection is the process of collecting the information from the measuring, analyzing
for the research while by using the standard techniques. The most of the collection the sources
have been collected while by using the data collection methods through which this could keep

the research relevant and also make sure about the collecting the information (Data Collection:
Definition, Methods, Example and Design, 2021). This are basically two types of methods such
as Primary and Secondary methods. In addition, Primary methods means the data have been
collected from the first reference and also make sure about that the data have not been used by
any other scholar. Secondary collection from the various authors, books and journals for having
the proper collection of data in the research and also makes sure about the things that have been
collected from the relevant websites. In this scholar have selected the both Primary and
Secondary data collection methods for making the research ethical and properly. Epistemological
means in research which deals while by having the data with the sources of knowledge and also
keep their main focused on the true data that have been collected. ontological position in research
for knowing and recognizing about the nature and existence form of data that have been
collected. survey monkey methods have been used for taking the online information about the
various things.
Data analysis
Data analysis is the process of transforming, cleaning and modelling the data which have
been discovered while by using the information in making the proper decision. This could have
the main purpose of the information from the data and giving the proper decision that might be
based on the data that have been collected by the scholar (Ding and et.al., 2020). A basic
illustration of Data examination is at whatever point we take any choice in our everyday life is
by pondering what happened last time or what will occur by picking that specific choice. This is
only examining our past or future and settling on choices dependent on it. For that, we
accumulate recollections of our past or dreams of our future. So that is only information
examination. Presently same thing investigator accomplishes for business intentions, is called
Data Analysis. In this scholar have selected the SPSS techniques through which that could be
easier for identifying the sources and make the research for having the better collection of
information or gathering the information.
Reliability and validity
Reliability and validity must be important while through the research sources or data
have been collected from the relevant websites and also makes sure about the data have been
valid (Petraand Ab Aziz, 2020). As the scholar have also collected the information or gathered
from the books and journal for making the proper research and also makes sure about the sources