ill, 2008.) These jobs give all women huge opportunities to show who they are and what lifestyles they lead. This could be from a single mother to a student, which shows that blogging can appeal to all ages and bring new openings to all women. Therefore, by Pretty Little Thing using these women to promote their brand they are encouraging and empowering these women to carry on doing what they do and showing society that women can be independent and powerful, especially through fashion. Overall, social media has allowed brands like Pretty Little Thing to develop and make the brand exactly what they wanted it to be. Social media has also given high-street brands a opportunity to open up the fashion industry to a different kind of person. This person is a realistic perception of your everyday girl no matter what your views, sexuality or body type. Furthermore, bloggers and social media influencers have shown a whole new side to the brand as they allow the brand to capture the wants and needs of their target audience directly through what sells and what is seen as popular from these bloggers’ promotions and advertisements.

CHAPTER 4: Conclusion.

To conclude, social media has many different effects on the fashion industry in many different areas. New media will continue to revolutionise and benefit the industry. In my research for of social media platforms it has become evident that at this current time, it plays a massive role in marketing and consumer culture, the views on body image and the importance of bloggers, influencers and celebrities. Mostly it is all positive that has come from the use of social media in the industry, some include the impact it has had on how body image is viewed amongst society. The body type that has been considered ‘the norm’ for years has now been challenged and now the media is open to showing that whether you are plus-size, slim, short or tall, you can still be beautiful. Moreover, the empowerment of women is also something that has had major development thanks to social media. The rise of the blogger and influencer has allowed women to show success and independence through beauty, fashion and make-up. These young people have managed to grow their own businesses by sharing brands and their style with their large followings. In terms of marketing for brands, whether it be high-street or high-end, social media has allowed a massive growth of advertising and sales through the use of influential young people. They have opened brands to a more personal approach of marketing which allows them to really get to know their audience and produce what they want and need. On the contrary, some may view it completely different and argue that social media has created a manipulative side of the fashion industry which encourages conspicuous consumption. However, for the most social media has had a positive impact on the fashion industry and has allowed it to progress with technology and develop with the modern times.

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