IJSSER

Title: The Impact of Social Media Marketing on Gen Z’s Fashion Consumption: Trends, Consequences, and Strategies
Authors: Samaika Soni
\|\| \|\|
Samaika Soni Modern School Barakhamba Road, New Delhi
MLA 8 Soni, Samaika. "The Impact of Social Media Marketing on Gen Z’s Fashion Consumption: Trends, Consequences, and Strategies." Int. j. of Social Science and Economic Research, vol. 9, no. 9, Sept. 2024, pp. 3862-3899, doi.org/10.46609/IJSSER.2024.v09i09.041. Accessed Sept. 2024. APA 6 Soni, S. (2024, September). The Impact of Social Media Marketing on Gen Z’s Fashion Consumption: Trends, Consequences, and Strategies. Int. j. of Social Science and Economic Research, 9(9), 3862-3899. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i09.041 Chicago Soni, Samaika. "The Impact of Social Media Marketing on Gen Z’s Fashion Consumption: Trends, Consequences, and Strategies." Int. j. of Social Science and Economic Research 9, no. 9 (September 2024), 3862-3899. Accessed September, 2024. https://doi.org/10.46609/IJSSER.2024.v09i09.041.
References [1] . A Complete Guide to Cross Media Ad Strategies. (2024, July 15). SPIDER AF. https://spideraf.com/media/articles/maximizing-your-advertising-strategy-the-benefits-of-cross-platform-advertising-for-reaching-your-ideal-customers#:~:text=Enter%20cross%2Dplatform%20marketing%2C%20a,to%20deliver%20your%20message%20effectively. [2] . A Comprehensive Analysis of Chanel’s Advertising Strategy. (n.d.). SHS Web of Conferences 185,. [3] . https://www.shs-conferences.org/articles/shsconf/pdf/2024/05/shsconf_iclcc2024_03016.pdf [4] . C, N. (2023, June 30). Luxury brands embrace Gen Z: Strategies for attracting the digital natives. https://www.linkedin.com/pulse/luxury-brands-embrace-gen-z-strategies-attracting-digital-naveen-c#:~:text=To%20capture%20Gen%20Z%27s%20attention,becoming%20carbon%20neutral%20by%202025. [5] . Clientbook • Why luxury brands should be targeting Gen Z shoppers. (n.d.). https://www.clientbook.com/blog/why-luxury-brands-should-be-targeting-gen-z-shoppers [6] . Dior Marketing Strategy 2024: A Case Study – Latterly.org. (n.d.). https://www.latterly.org/dior-marketing-strategy/ [7] . Dollarhide, M. (n.d.). Social media: Definition, importance, top websites and apps. Investopedia. https://www.investopedia.com/terms/s/social-media.asp [8] . Handley, E. (2022, April 22). Social media “influence” accelerates fast fashion culture. Open Access Government. https://www.openaccessgovernment.org/social-medias-influence-accelerates-fast-fashion-culture-environment-pollution/134242/ [9] . Hayes, A. (2024, June 29). Fast Fashion: How it impacts retail manufacturing. Investopedia. https://www.investopedia.com/terms/f/fast-fashion.asp#:~:text=Advantages%20and%20Disadvantages,-Advantages&text=Quick%20to%20consumers%3A%20Fast%20fashion,widely%20accessible%20to%20all%20consumers. [10] . https://www.linkedin.com/pulse/20141127034037-301172613-top-10-easy-mistakes-in-social-media-marketing [11] . https://www.wordstream.com/social-media-marketing [12] . Kelleher, D. (2024, June 15). Fast fashion \| History, Definition, Brands, Companies, Environmental Impact, Waste, & Facts. Encyclopedia Britannica. https://www.britannica.com/art/fast-fashion [13] . Lanier, S. (2023, September 13). Shoppable content: The new way of buying online (and 3 brands doing it right). Sprout Social. https://sproutsocial.com/insights/shoppable-content/ [14] . Le, J. (2018, May 13). The 6 principles to make your ideas stick - Constraint drives Creativity - Medium. Medium. https://medium.com/constraint-drives-creativity/the-6-principles-to-make-your-ideas-stick-91a17229c949 [15] . Mattheweldridge. (2024, May 13). Luxury brands and social media (How do they connect?) \| Wordbank. Wordbank. https://www.wordbank.com/blog/market-insights/british-luxury-brands-and-social-media/ [16] . Mattheweldridge. (2024b, May 13). Luxury brands and social media (How do they connect?) \| Wordbank. Wordbank. [17] . https://www.wordbank.com/blog/market-insights/british-luxury-brands-and-social-media/ [18] . Metaxas, T. (2018, March 8). Top 10 Easy Mistakes in Social Media Marketing. [19] . Panigrahi, S. (2024, July 8). Chanel’s social media strategy: Fashioning Engagement online. Keyhole. https://keyhole.co/blog/chanel-social-media-strategy/#:~:text=2.-,Chanel%20on%20YouTube,terms%20of%20views%20and%20likes. [20] . Raji, L. M. (2024, January 26). The Art of Luxury: A closer look at Hermès International. Medium. https://medium.com/@lilianraji/the-art-of-luxury-a-closer-look-at-herm%C3%A8s-internationa-55f9d1017e7d [21] . Reichart, E. (n.d.). By the Numbers: The Economic, Social and Environmental Impacts of “Fast Fashion.” World Resources Institute. https://www.wri.org/insights/numbers-economic-social-and-environmental-impacts-fast-fashion [22] . Shahid, H. M. A. (2024, March 19). Social media strategy showdown: Facebook or YouTube for your eLearning startup?eLearning Industry. https://elearningindustry.com/advertise/elearning-marketing-resources/blog/social-media-strategy-showdown-facebook-or-youtube-for-your-elearning-startup [23] . Social media trends exacerbate consequences of fast fashion – the standard. (n.d.-e). https://standard.asl.org/27694/opinions/social-media-trends-exacerbate-consequences-of-fast-fashion/ [24] . Stanton, A. (2024, July 8). What is fast fashion, anyway? - The good trade. The Good Trade. https://www.thegoodtrade.com/features/what-is-fast- [25] . fashion/#:~:text=Fast%20fashion%20garment%20production%20leverages,producing%20high%20volumes%20of%20clothing.%E2%80%9D [26] . The AD Leaf Marketing Firm, LLC. (2022, May 12). How to humanize your brand through social media marketing. https://www.linkedin.com/pulse/how-humanize-your-brand-through-social-media-marketing-the-ad-leaf#:~:text=Posting%20pictures%20of%20business%20owners,product%20they%20are%20paying%20for. [27] . Virdee, A. (2024, January 26). Why luxury brands need SEO. The PHA Group. https://thephagroup.com/blog/why-luxury-brands-need-seo/#:~:text=Luxury%20brands%20can%20leverage%20content,consumers%20on%20a%20deeper%20level. [28] . WordStream. (2023, November 6). Social media marketing for businesses. [29] . Zwieglinska, Z., & Zwieglinska, Z. (2023, June 2). Luxury Briefing: Experiences for the 1% are hyper-personalized, curated and private. Glossy. https://www.glossy.co/fashion/luxury/luxury-briefing-experiences-for-the-1-are-hyper-personalized-curated-and-private/
ABSTRACT: This research project explores the intricate relationship between social media marketing, Generation Z consumers, and the fast fashion industry. It investigates how social media platforms have revolutionized marketing strategies, particularly in the fashion sector, and examines their profound influence on Gen Z's purchasing behaviors. The study begins by analyzing the power of social media marketing, discussing how it humanizes brands, leverages trends, and facilitates direct engagement with consumers. It then delves into the SUCCES model of creating sticky ideas in marketing, relating these principles to successful social media campaigns in the fashion industry. A significant portion of the research focuses on the rise of fast fashion and its consequences. It examines how social media accelerates fashion trends and consumption patterns, leading to environmental degradation and social issues in the garment industry. The project presents startling statistics on waste generation, carbon emissions, and water consumption in fast fashion production. Furthermore, the study investigates the labor issues prevalent in the fast fashion industry, including poor working conditions, wage violations, and the persistence of child labor. It highlights how the complex global supply chains often obscure these ethical concerns from consumers. The research also explores luxury brand marketing strategies targeting Gen Z through social media, discussing techniques such as influencer partnerships, visual storytelling, and exclusive content teasers. It analyzes how these strategies align with Gen Z's values and preferences. Through surveys and data analysis, the project provides insights into Gen Z's social media usage, their trust in user-generated content, and the impact of social media on their purchasing decisions, particularly in fashion and luxury goods. Ultimately, this research aims to shed light on the multifaceted influence of social media marketing on Gen Z's fashion consumption habits while also raising awareness about the hidden costs of fast fashion and the potential for more sustainable practices in the industry.

IJSSER is Member of