Social Media can be defined as websites and mobile applications that enable users to create and share content and participate in social networking, where members are given the opportunity to establish relationships with people they know offline and online-only, based on shared interests, friendships, business advantage or other reasons. What started out as a networking tool for average people, is now an evolving platform used by the fashion industry to generate brand recognition, dialogues as well as to improve the customer relations through networking and interactivity.

 

This final master project will show why the fashion industry engaged in the biggest trend, Social Media, examining its current best adaptions and will further analyse how the traditional and physical relationship between brand and customer was innovated, showed on examples of New York Fashion Week in February 2014. Furthermore trends from the past year 2013 and the current year 2014 will be taken into account, discussing Micro Video and its possible providers as well as Social Currency on the example of the Marc Jacobs Tweet Shop and Crowd Commerce and its three distinct platforms Luevo, Wowcracy and Crowdemand.