Cite this article
Vavrová, K. (2024) ‘Fashion design and fashion industry: The impact of social media on customer behaviour and its current role in the fashion industry’, Architecture Papers of the Faculty of Architecture and Design STU, 29(3), pp. 39-45. https://www.doi.org/10.2478/alfa-2024-0016
SUMMARY
This article explores the impact of social media on marketing, fashion, and social values. Platforms like Instagram have been deeply integrated into daily life and influence young people. They have transformed advertising, driven new economic models, and advanced technologies like augmented reality (AR) and artificial intelligence (AI). Social media (networks) shape fashion trends, promote sustainability, and enhance personalised experiences. However, the challenges include negative impacts on mental health, misinformation, and data protection issues. The future points towards decentralisation and niche communities, reflecting a shift towards more personalised, ethically aware interactions.
The oversaturation of online ads has led to the rise of niche markets and microinfluencers. Fashion is evolving beyond aesthetics to emphasise functionality and cultural diversity. A mixed-methods study, including questionnaires, highlights changes in consumer behaviour, with a growing preference for offline experiences, authenticity, and personalisation. Predicting future trends is difficult, as social networks have revolutionised communication, making proximity possible despite global distances.
Platforms like WhatsApp, Instagram, and Facebook have changed communication, business, and entertainment. The study focusses on fashion, exploring how social networks shape trends and consumer behaviour, particularly with AI-created supermodels. In Slovakia, a trend toward buying local fashion and design, supported by social media, is growing. Consumers prefer branded goods for the messages they convey, emphasising total design, which includes packaging, smell, content, and functionality.
Traditional marketing is being displaced by online marketing, offering lower costs, precise targeting, personalisation, interactivity, and real-time measurability. The COVID-19 pandemic accelerated the shift to online marketing, with increases in online shopping and decreases in traditional advertising. A balanced mix of traditional and digital marketing is essential for success.
The survey results show that 79.3% of respondents search for product information online before visiting physical stores. The influence of social media influencers dropped from 78.2% in 2023 to 14.3% in 2024, and the impact of Internet ads decreased from 87.6% in 2023 to 37% in 2024. This suggests a growing scepticism towards digital marketing and a preference for authentic offline experiences. There is also a shift towards niche communities and micro-influencers, who offer higher engagement and authenticity than macro-influencers.
Consumers are returning to physical stores, driven by the desire for tangible experiences, immediacy, and social interactions. Physical stores let customers see, touch, and try products before purchasing, providing a sensory experience unlike online. In-person shopping also offers immediacy and social engagement. To stay competitive, physical stores are integrating technology such as mobile payments, personalised promotions, and interactive displays, merging digital tools with tangible benefits.
Despite the growth of online shopping, concerns about data security, privacy, and fraud persist. Physical stores offer a sense of security, especially for high-value items, where consumers prefer to verify authenticity in person. There is also a trend of supporting local businesses, with consumers contributing to their local economies and enjoying personalised shopping experiences.
In today’s digital world, Instagram remains a dominant force in consumer behaviour in e-commerce and fashion. The survey results reveal that while 62% of people acknowledge that Instagram influences their purchases, only 10% report that the broader Internet shapes their decisions. Interestingly, 72% claim their clothing style is not influenced by these platforms. This paradox highlights the complex relationship between social media and personal identity. Instagram allows brands to use visual storytelling, influencer partnerships, and user-generated content. However, many still perceive their style as independent and authentic, free from external influences.
This suggests that while Instagram impacts specific purchases, such as discovering new brands, people may not fully recognise or admit its broader influence on their style. Instagram’s influence may be subtle, affecting decisions without users realising it. Consumers’ desire to maintain individuality also leads them to downplay social media’s impact. Additionally, the rise of AI complicates the landscape, making it harder to discern what is real. Despite Instagram’s digital influence, there is a growing trend towards tangible reality, and consumers are moving toward authentic, offline experiences.
In conclusion, while Instagram continues to shape e-commerce and social media, particularly purchasing decisions, resistance persists as individuals strive to preserve their style and authenticity. Brands will need to balance the use of social networks with the desire of consumers for real-world experiences. Personalisation, driven by AI and machine learning, will play a key role in social networks’ future, enhancing user experiences through tailored content. However, ethical considerations, such as privacy and data security, are crucial to trust. As personalisation advances, social networks will become even more integral to daily life.