Trending Chic: Analyzing the Influence of Social Media on Fashion Brands

Abstract

Social media platforms are popular venues for fashion brand marketing and advertising. With the introduction of native advertising, users don't have to endure banner ads that hold very little saliency and are unattractive. Using images and subtle text overlays, even in a world of ever-depreciating attention span, brands can retain their audience and have a capacious creative potential. While an assortment of marketing strategies are conjectured, the subtle distinctions between various types of marketing strategies remain under-explored. This paper presents a qualitative analysis on the influence of social media platforms on different behaviors of fashion brand marketing. We employ both linguistic and computer vision techniques while comparing and contrasting strategic idiosyncrasies. We also analyze brand audience retention and social engagement hence providing suggestions in adapting advertising and marketing strategies over Twitter and Instagram.