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purchasing, the websites have become key tools for retailers to communicate with current and prospective customers and the attributes of a retailer’s website are crucial for attracting shoppers to the site and convincing them to become or remain customers” (Seock & Norton 2008).

It is important that a brand can fulfill the needs of its audience to ensure that they have returning customers. Instagram and other social media platforms are an easy way for brands to monitor what is selling, what is popular and what bloggers and influencers are in the spotlight at that moment. “Most of the products being sold in the market today are identified by their names. The name which helps the buyers in recalling the product instantly is known as brand name. It is for the purpose of identification of product, it becomes more crucial in the consumer durable market where buying decisions of the consumers are based on the brand perception.” (Gowri, 2012). Therefore, it is clear that social media is extremely powerful when it comes to the fashion industry, especially when it comes to finding new ways for brands to connect with consumers. The fashion industry has embraced new media and moved away from traditional media to create a new form of marketing which has revolutionised advertisement and promotion.