Future Of The Runway: Explorative Study Into The Uses Of Social Media And Personal Marketing For Fashion Shows

This is an exploratory study into the fashion show industry and its uses of social media and personal marketing methods within Edinburgh. The investigation has four objectives that have given the study a base to form a sound research investigation. These are to identify the use of social media and the awareness social media within the fashion show industry is bringing to society. As well as exploring organisations that have held fashion shows in Edinburgh use of existing traditional marketing methods such as personal marketing. A qualitative research method of semi-structured in depth interviews with those working with a retail or event organisations that have organized a fashion show in Edinburgh in the past year, as well as having an online social media presence. The main outcomes of the study provide conclusions that there are opportunities for traditional marketing practices to grow with social media, as well as the advantages of using both methods for fashion shows. It was also found that social media can increase a greater interest and awareness into the organisation or brand holding the fashion thus, the companies should create a social media strategy for the most effective outcome before, during and after the fashion events. It also illustrates that society can have a greater interest in the fashion industry and its events due the superior accessibility to information from the social networks the organisations create and use effectively.ba_eveunpub1737_ethesesunpu