ABSTRACT
This chapter discusses theories and literature about social media, fashion blogs, fast fashion and the luxury market, and brand image. It shows the formalisation of a virtual community based on a shared interest in style, and explains about how different style sets are adopted by using different fashion brands within the communities. Fast fashion has a shorter cycle. Short production times and lead times, highly efficient supply chain systems and product design that follows the latest fashion are the special characteristics of fast fashion. Fashion usually reflects actual lifestyle, trends and developments of society. Because of the development of the internet and digital technologies, the fashion industry has been influenced and changed to a great extent. Fashion blogging provides a voice for the public. Fashion blogging secures that consumers enjoy a high level of engagement. The power in the fashion market has been shifting gradually from marketer to consumer because of the increased influence of fashion blogging.
