Eureka! Institutional Repository

Fashion and its effects are apparent in various aspects of our daily life and the majority of the people use it to feature and express their personality. In order for fashion to be successful, important role plays fashion marketing, the techniques that it includes and the tools that are used. From the research on the importance of marketing in the fashion industry an additional survey on the newest tool of internet marketing, social media, which have changed drastically the way we use marketing and the perception we have on things generally, couldn't be excluded. The present paper was conducted with secondary research and to be more specific external information like bibliography and articles were used. The data that were collected were enough to come up with some conclusions regarding the theme of the paper. In order to extract those data, it was necessary to analyze basic terms and parameters that pertain to fashion, fashion marketing, as well as social media. To be more specific, in the first chapter of the paper analyze terms like what is fashion, which are the factors that affects fashion, the evolution of fashion during the decades, how the fashion products are divided and which are the copyrights that regulate the industry. The second chapter of the paper includes brief analysis of terms like marketing, strategic planning and marketing mix. Moving on to the third chapter the definition of the fashion marketing is given, as well as what it includes, which are the dominating beliefs and a small reference in the micro environment of fashion marketing. Finally, in the fourth and last chapter the definition of social media is given, as well as an analysis of the social media most used in the fashion industry, how they have affect fashion and lastly the most successful campaigns of fashion brands on social media are presented. The main results that occur from this research is firstly that fashion marketing is necessary in order the needs of the consumers to be fulfilled, because many times the designers tent to be focused only on creativity and secondly that social media have affect fashion a great deal and the help to create a solid relationship between the brand and the customer.