Citation: Verma, Drishti J. (2019)”Who Influences Fashion: Bloggers, Reality Stars or Social Media”

The world has become a Global Village and with the advent of technology the ways of communication and work has been revolutionized completely. The fashion industry, like most businesses in general, has been heavily impacted in recent years by the introduction of digital media. In the fashion industry; this change has been influencing the consumers in countless ways. Social media use in the fashion industry has enabled average consumers and regular people to have much more interaction with fashion designers and high-end clothing, shoes and accessories firms. Digital media has impacted not only the way in which the public can instantly access runway shows and keep up-to-date with favorite designers and models, but it has also influenced the choice of models and bloggers that are currently being used as well as even providing inspiration to designers for their newest collections. High-end labels and fashion magazines are connecting with audiences online and through social media websites like Twitter, Pinterest, Tumblr, Instagram, and Facebook.
Fashion bloggers are fast becoming an influential force within the fashion industry. The ascend of digital technologies has enabled the audience to connect with one another via various social networking sites, and has promoted the consumers to share their feelings and opinions on various products and organisations Fashion bloggers are fast becoming regulars in the front row of fashion shows; a sign that fashion designers are beginning to acknowledge the power that these bloggers wield. Before making any purchase consumers read the blogs so that they can make a decision about whether they want to purchase that product or not?
Reality shows have been found to have a big impact on the audience. Reality TV shows focus on the daily lives of celebrities. These are show like Big Boss, Keeping Up with the Kardashians etc. In these shows celebrities are put on some specific places and are given certain tasks, these “celebreality” shows are often created with the idea of promoting a celebrity product or upcoming project which largely attracts consumers.
The primary objective of this study is to elicit a greater understanding of how various sources of fashion influence their readers. This study is simply based on primary data collection which would be followed by empirical research. The primary research aims to know specific insight about who decides the fashion trends. This data will be collected from various websites, journals, and fashion magazines. Moreover, this research aims at finding an effective source of influencing customer choices.

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