Published Paper Details:

In this digital era, social media have played a great role in the fashion industry by enabling consumers and anyone with an interest in fashion to have more interaction with fashion designers and high-end clothing, shoes and accessory firms. Our dependence on social media has grown a lot and has become more integrated into our lives. People have become more influenced by what they have been exposed online in an un presidential way especially when it comes to fashion. With social media platforms like Facebook, Instagram, Twitter and Blogs, we can essentially become our own magazine editors, sharing our personalstyle with a potential to reach millions of users, fashion is more fluid and interactive than ever before changing the way fashion brands connect with their core audience. While traditional advertising platforms, such as billboard ads, magazine ads and television commercials lack immediate response, digital platforms with their interactive features have the potential to provide consumers and viewers an opportunity to like, comment, share or re-post in response to the digital branding of a fashion. This study tries to understand the new trends and techniques in the social media promotion of the fashion industry. How and what ways they are different from the conventional and traditional branding techniques in the fashion industry. This paper will draw an extensive discourse analysis of the selected social media promotion of the fashion industry in the form of fashion blogs, individual fashion promotions and corporate commercials on Instagram, Facebook, Twitter and Blogs.