Date of Award

Spring 2022

Degree Name

Bachelor of Science (BS)

Advisor(s)

Jie Ren

Abstract

This study explores the impact of social media interactions, specifically Instagram likes, on the fashion industry’s understanding of consumer preferences. With the fast fashion industry projected to reach $39.8 billion by 2025, largely driven by a growing youth demographic, the need for agile and responsive market strategies is more critical than ever. This research focuses on whether Instagram likes correlate with public and expert opinions regarding the popularity of fashion items. By analyzing data from fashion-related Instagram posts and surveys of public and expert opinions, the study examines the relationship between social media metrics and perceived clothing popularity. Key findings indicate that Instagram likes are reflective of fashion experts' opinions but do not align with the general public's views. This discrepancy suggests that while fashion experts may engage with social media content based on trend recognition, the general public’s likes are influenced by different factors, possibly including the popularity of the influencers themselves. Additionally, the intended gender of the clothing does not significantly impact this relationship, indicating that social media metrics such as likes might not be a reliable indicator for general consumer preferences. The implications of these findings are significant for fashion marketers and supply chain managers, suggesting that while Instagram likes can provide valuable insights into expert-based trends, they should not be heavily relied upon for gauging broader consumer sentiment. This research contributes to the understanding of digital consumer engagement and offers a foundation for further exploration into the predictive power of social media metrics in fashion retail.

Download

Share

COinS