PROPOSAL

Social media for small fashion business start-ups

[Name of the Institute]

Social media for small fashion business start-ups

Background of the Study

Social media can best be understood as a series of practices revolving around the authoring of personal information, creation of interpersonal networks, and the development of coordinated activities. These practices are largely based on information sharing and perpetual visibility. In order for the site to function, users are expected to routinely submit information. The rapid adoption of social media by individuals, institutions, and corporations suggests that social life is increasingly mediated by these services (Bryfonski, 2012, pp. 90).

A sociological perspective highlights three dilemmas brought on by the rapid adoption of social networking technology. These three dilemmas correspond to three distinct phenomena: individual usage, institutions that attempt to manage these individuals and marketers that are seeking new ways to harness or monetize personal information.

Overview of Fashion Industry

Everyone is exposed to fashion on a daily basis, whether one throws something on, carefully crafts outfits or is taken back by someone's impeccable style on the street. Fashion is an incredibly powerful tool in popular culture, influencing many disciplines such as music, movies, books and television; as much as these areas influence the world of fashion. The fashion industry is comprised of different purchase points, each targeted to a specific consumer base. One of the most affluent areas of fashion is haute couture, French for high-sewing or high-dressmaking. Haute couture, better known as simply couture, refers to the creation of custom-made garments sewn with high attention to detail using the highest quality fabrics. Usually, these pieces are made for specific customers or to be used in fashion shows that build brand prestige. Some of the most recognized couture fashion houses are Chanel, Christian Dior and Giorgio Armani.

The next level of fashion goods is known as prêt-a-porter, French for ready-to-wear. Many haute couture fashion houses also produce ready-to-wear collections because they tend to deliver a higher return-on-investment. While these collections are less expensive than couture lines, they are still relatively costly compared to general fashion apparel. Some fashion houses, such as Yves Saint Laurent started off as haute couture brands and today simply exist as ready-to-wear retailers. The new wave of ready-to-wear fashion is comprised of low-cost garments that spawn from partnerships between high-end designers and major discount retailers. These collaborations bring affordable garments, which are perceived as high fashion, to the mass population and generally provide higher profits for the organizations involved (Deen, 2012, pp. 23).

Aims and Objectives

The main objectives and aims of the research are as follows:

Social Media and its advantages

The impact of social media on fashion business set-up

How social media creates awareness amongst consumers

Historical Context

The following is a compilation of the most influential social media sites and pages that have recently surfaced and gained popularity among fashionistas from around the world as well as some social media and communication professionals. These social media Web sites and pages are highlighted due to their successful executions of communication principles when it comes to engaging ...