CONTENTS

CONTENTS ······································································································· 0

INTRODUCTION ································································································· 1

BODY OF DISCUSSION ······················································································· 1

BUYING BEHAVIOUR···························································································· 1-3

ADVERTISING ···································································································· 2-4

SOCIAL MEDIA ·································································································· 3-6

CELEBRITIES INFLUENCE ······················································································ 5-7

CONCLUSION································································································· 6-8

REFERENCE LIST ······························································································ 8

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INTRODUCTION

In modern society, fashion is a high value added industries which are highly
psychological and social-cultural value as well as physical value. Influence on the
media on the consumer who want to purchase fashion products can be very
important. These days, modern society has been gradually highlighted the
importance of fashion, besides, the media which affect that is also diversified.
Modern people dress their clothing to highlight their personality or fit the place and
the occasion. They sometimes use to fashion as a means to communicate with
others or to expose their disposition. Like this, the clothing in modern society has the
various meanings socially besides the regulation of body temperature or the essential
function of clothing. In addition, the media in society is very important. The sources
were diversified by digital media appeared besides traditional print media and
broadcast media. Especially in the media, they were producing a direct message by
changed passive users who accepted only information given to active users. As a
result, social media such as Facebook and Instagram were emerging, which has had
a huge impact on our lives. People are encountered to various types of media in daily
life anytime, anywhere. People use media to get more information or the comfort of
living. Of course, the same is true of fashion industry. People who accept information
buy and dress up fashion items through the print media or visual media. According to
such a tendency of people, various media are going to reach out to people to exert
more influence through various marketing strategies. In this report, it focuses on the
fashion industry and the media are classified as buying behaviour, accessorising,
advertising and celebrity influence and social media.

BODY OF DISCUSSION

Buying Behaviour
Nowadays, people can encounter many types of media through the print media and
visual media such as television, internet and newspaper and also these types of
media would affect many people’s buying behaviour. Due to these points, a lot of
firms use media such as advertisement and social media on their marketing and their
goal is that get enough information about consumers’ profiles. When they got enough

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information about their consumers, they market their products through using
consumers’ information (Abideen & Saleem, 2011). According to one research, 45.9%
of consumers were strongly agree that mass media powerfully affects them and 23.2%
of consumers were also agree that, when they purchase the products. Overall, more
than 50% of people said that they are affected by mass media. While only 17.8% of
consumers were disagree that (Shoaib, Bilal, Iqbal, Hassan & Sher, 2012). According
to Kumar’s & Raju’s research, advertisement which is neither long nor too short can
persuade consumers easily to purchase the products. It also said that mass media
such as television, radio and newspaper can build up a positive brand image (Kumar
& Raju, 2013). According to another research, about 75% of people agree that social
media has a positive influence on brand’s awareness and over 80% of people agree
that social media affects brand’s loyalty positively as well as approximately 75% of
people also agree that it has a positive effect on perceived quality. Thus, it showed
that social media has positive influence on image and loyalty of brands and
perceived quality (Karamian, Ahmadi, M & Ahmadi, A, 2015). For instance, in case of
Balmain, it launched a social networking site, Twitter, in April 2009. It has over 25
thousands followers, but it posted only two tweets. A lot of followers want to
communicate with Balmain through the social networking site, but it does not any
answer to them. It can be had a negative effect on consumer buying behaviour
(Abrams, 2011). On the other hand, in November 2009, Burberry, one of luxury
fashion brands, launched a social networking site which is “Artofthetrench.com”.
Burberry elicits admiration for their trench coats’ designs and creates fans while
exchanging information about fashion trends with customers. After the site was
launched, clients’ participation and its online sales increased (Kim & Ko, 2012). Mass
media including social media is all about word of mouth. Owing to this, many brands
use social media on their marketing. As a result, mass media is closely related with
consumer buying behaviour.

Advertising
Advertisement is a type of communication intended to convince consumers and it is
effective marketing strategy to emotionally motivate customers to buy products. This
is because when customers watch the brand’s advertisement, it can be developed

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likability for the brand and ultimately they can be willing to purchase the brand’s
products. One of important component of effective advertisements that makes
response of emotion is the customer capability to recall the brand advertising.
Therefore, the brand recall’s relative significance is going to depend on the extent to
which customers make products’ related decisions, which gives rise to awareness of
the brand. The awareness of the brand helps in guaranteeing the recall advertising,
which has the competitive advantage over this brand that is not recalled without
difficulty. Consequently, the positive attitudes towards advertisement have more
capability to recall the advertising than the negative attitudes. Through advert brand
knowledge helps in affecting the brand feature in such a method, that the freshness
and the quantity of the recalls about the brand thought to be in purchasing occasion
that makes responses of emotion towards advertising. However, when different
features are attached to the brand, which makes association of brand, individual uses
signal in different purchasing occasion for memorising the brand advertising and
more big chance of brand to be regained of any buyer. As emotional advertisement is
thought to be most effective instruments, so that customer eventually gives response
of emotion to those products. Generally, the positive relationship between text
intensity, visual and verbal of media and response of emotion has been discovered.
Therefore, there is a huge relationship between consumer buying behaviour and
response of emotion (Abideen & Saleem, 2011). Moreover, advertisement is one of
means which can change consumer perception. Like this reason, many fashion
brands use advertisement on their marketing to promote positive changes from
consumers.

Social Media
These days, with the spread of the Internet and smartphone, the time has come
when people chat on social media such as Facebook and Instagram rather than
communication. The emergence of social media has boosted interest in viral
marketing and word of mouth (WOM) among fashion industry. These strategies are
the most influential ways to be attractive to the consumers in fashion industry. In
case of Facebook, it has about 600 million active users a day with more than 1.5
million business pages and around 30 billion content shares per month bases.

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Moreover, people averagely spend 6.9 hours on social networking sites per day. It
supports that social media has already become an integral part of daily lives (Al-
Dhuhli & Ismael, 2013). The Internet users are still increasing gradually even a lot of
people already use the Internet and most of the Internet users are young people.
Thus, the Internet influence on purchasing decision will be increasing much more
than the present (Ioanăs & Stoica, 2014). On the other hand, the Internet can have
badly affected to consumers. For example, one of famous underwear brands, Victoria
secret, launched a campaign and it is called ‘holiday campaign’. This campaign
implied their models have perfect bodies. As a result, thousands of women became
angry and they executed their own Twitter campaign, it is called #IAmPerfect. The
trouble caused serve damage to the brand image (Alford, 2014). In addition, Chiara
Feragni, one of the most popular bloggers, has approximately 3 million followers; it is
more than any fashion magazine. The closet is American Vogue, one of international
fashion magazines, with about 2.8 million. The typical Instagram users skew young,
with about 90% under the age of 35, allowing brands to reach a younger
demographic. Even with following blogger on social media, 70% of respondents said
that they visit the blogs themselves at least once a week. People who follow fashion
bloggers can learn style advice and inspiration from them, and this is a reason why
they follow fashion bloggers themselves. Bloggers who have become celebrities can
make a greater impact in brand awareness (Jones, 2014). A couple of years ago,
there has been a growth in fashion applications for smartphones and tablet PCs.
These applications provide consumers information on the newest fashion trends, up
to the minute deals, e-shopping convenience from smart devices and ease of social
sharing. For instance, Pose is one of fashion application full of bloggers ideas and
images. These users can score the newest looks and street fashion from trendsetters
or fashionistas as well as share favourite fashion clothing and finds. Furthermore, the
users interact with trends and styles and share Facebook Pose posts or Twitter Pose
tweets (Mohr, 2013). Mentioned it earlier, Burberry has their own networking website,
TheArtoftheTrench, executed indicating urban setting with many types of people
wearing their trench coats and links social media users to its Facebook page. There
the social media users can write the comments on the posts and even they upload
photos and pictures of themselves wearing their trench coats. It is try to attract
younger clients to its brand by reaffirming that the trench coat is still one of class
items, something young people are willing to pay more for. Social media can surely

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calm the critical situations down with an instantaneous response and also potentially
reduce the risk of damages to the brand (GreenBuzz, 2010).

Celebrities influence
Celebrities can have a large impact on people as much as the social media.
Celebrities have usually formed fashion trends through the past and history and this
is still true in present day. Fashion is wearing what is deemed hip and trendy and
usually celebrities have been seen wearing these kinds of clothing. Celebrities do not
only affect fashion markets, but also they create new fashion. They are often
people’s inspiration for what to wear. Large events that a lot of celebrities come to
and dress up for play a big part in deciding the next fashion trends for the next
season. Any events, in which there is something called a “red carpet”, might be an
important fashion trend shaping the events. The red carpet is the place where
celebrities certainly flaunt the clothing and looks. They pose for the many
photographers who want to take celebrities’ pictures. After this event, photographs
can be seen all mass media such as newspaper, magazines, television and the
Internet. Fashion reviewers and people on mass media and the public spend a lot of
time reviewing the clothing that celebrities wore on the red carpet. It is determined
which clothing is “Dos’ and which is “Don’ts”. The “Dos” go on to influence the
fashion trends that gain popularity that season or that year. Magazines and
newspapers play a huge role in allowing celebrities to affect the way that everyday
people dress up all the time, whether they are going to work or going for a walk in the
park. Magazines and newspapers have particularly a huge effect on teenagers who
are looking for role models or direction on how to dress. Like those reasons, mass
media can have a huge influence on teenagers and young people. The way the
characters in television and films are dressed can affect fashion trends. The way
people are dressed in music video can also affect fashion trends. Moreover, there are
a lot of TV programs devoted to the subject of fashion. There are TV programs in
which celebrities’ clothes are evaluated. These kinds of TV programs can be greatly
effective in aiding celebrities’ effect fashion choices made by the public. Of course,
commercials also affect fashion marketplace. Some commercials special accessories
or clothes, and sometimes, the commercials also spotlight celebrities publicising

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certain new fashion trends. One particular celebrity, Kanye West, has had significant
influence on fashion in the world recently. Kanye West is one of the most famous
rappers, writers and producers. He has his own fashion brand. Kanye West
pioneered a lot of fashion trends of hipster subculture. For instance, he was the first
person who wore the bright coloured plastic glasses with plastic blinds without lenses.
His mix and match look which is mixed casual wear with formal wear was also
popular. One example of this style is for a man to wear a casual shirt beneath with
such a suit coat (Alexander, 2014). Besides Kanye West, many celebrities lead
fashion trends till now. Therefore, celebrities can have untold impact on the public
fashion trends.

CONCLUSION
Mass media is already a part of many people’s lives and it exercises broad influence
on fashion marketplace. That is, role of 21st century media is very important in
fashion industry. Of course, it can have a positive effect on fashion as well as a
negative effect. Mass media, especially social media, hugely affects consumer
buying behaviour. It helps to promote brands’ products or to make purchasing
decisions to consumers. Moreover, a large amount of people strongly agree that it
has significant influential on fashion purchase and only a few people do not agree
that thing. When people watch television, there are a lot of commercials and it
induces customers to buy products. Consumers are willing to pay for products,
because of this point. Due to advertising, fashion industry built up accessible image
to the public. Thus, nowadays, many people have been concerned with fashion. TV
is still the most powerful medium of advertisements, however, before people know,
people, especially young demographic, are increasingly being exposed to
advertisement on the Internet owing to the prevalence of smartphones and tablet
PCs. In addition, fashion can be exposed frequently through advertisement and this
can help many brands’ marketing. By disseminating of the Internet and smart devices,
brands’ marketing strategies through social media are considerably increasing and
also marketing effect is increasing, too. Like this social media not only has a positive
effect, but also has a negative effect. It is very fast and it can quickly spread around

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the world. If the brand posts something wrong thing on its social media, it will spread
rapidly and many people can see it. The brand has no ways to interrupt spreading
the post. Everyone sometimes makes a slip of the tongue and sometimes these
mistakes carry over into the social networking sites. It can have a bad effect on
brands’ image. Celebrities have also a significant effect on fashion and the public.
Celebrities' clothing or their collaborative products become trendy. Furthermore, a lot
of young people follow celebrities' fashion and those clothing will be fashion trends.
In my opinion, media is one of the most essential means to fashion industry. It has a
lot of advantages to fashion industry. One of its advantages is that the public can
approach fashion easily though mass media even if it is the luxury brand. On the
other hand, it also has several disadvantages. One of its disadvantages is that due to
mass media, many people can copy designers’ clothing optionally without difficulty.
This is very serious problem in the present. Because of this situation, many
designers can suffer violation of their rights. Therefore, when we use media, we
should consider many things. Like these reasons, cannot say that media has always
positive effect on fashion or media has always negative effect on fashion.

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