The Influence of Social Media on Fast Fashion

The influence of social media on fast fashion
By (Student Name)
Course
Date
Abstract
Social media has changed the way people interact. Unlike in the order days when interaction was majorly one on one, social media has facilitated interactions among people in different parts. Brands have taken advantage of the power of connectivity that social media has brought to push their products and services. The fashion industry utilizes social media to create awareness about new products and hence boost sales. The Social media’s ability to provide exposure to brands has been critical in the fashion industry. In particular, social media has aided the growth of the fast fashion. Fast fashion has negative implications on the environment because it accelerates the depletion of natural materials and leads to pollution. At the same time, the production of cheap clothing is done at the cost of the workers, who are often paid little salaries and work in harsh conditions. Despite the negative implications of fast fashion, social media has continued to aid its advancement. Brands specializing in the production of cheap and trendy clothing have taken advantage of social media to promote their products. Fast fashion brands use influencers to push promotional content to the social media users. The influencers take advantage of their following to promote fast fashion to their audience. The influence of social media on fashion can be explained from a theoretical perspective; cultural capital theory, the "information overload" theory, the "fear of missing out" (FOMO), and the "social influence" theory. These theories demonstrate different ways of considering why social media supports fast fashion. The paper concludes that social media’s widespread reach has accelerated fast fashion.
Introduction
The digital era has transformed the world to become a global village. The advent of information technology has revolutionized the way people interact with each other. Gone are the days when information would take a lot of time to reach the target audience. In particular, the emergence of social media has changed the way the world operates, where it has brought people together. Through social media platforms, people can gather and interact online where they share information and experiences. Individuals can post photos, videos, and text, enabling the target audience to consume a variety of information materials. Social media’s ability to transmit information fast has caught the attention of the fashion industry (Yasmin, Farooq, and Zreen, 2018). It has a significant impact on fashion because of its ability to promote the industry to new heights and change the way consumers interact with brands. Because of social media, the fashion industry can promote its products to any part of the world. While social media has allowed the fashion industry to gain more clients, it has also facilitated fast fashion (Bhardwaj and Fairhurst, 2010). This aims at producing cheap and trendy clothing to reflect recent trends. As clients look for cheap alternatives, fast fashion promises cheap, fashionable clothing. This essay aims to consider the effects of social media on fast fashion.
Figure SEQ Figure \* ARABIC 1: An image showing ladies wearing tren...