Role of Social Media to Enhance Brand Engagement and Brand Perception in the Textile, Apparel, and Fashion Industry

Abstract

The growth of the apparel industry in India is taking place at a brisk pace, and significant growth in private consumption is expected to create strong domestic demand for textiles and apparel. While textile and apparel exports from India are expected to increase rapidly, it is the manmade garments that remain the most significant contributor to the total revenue generated by this sector. The era of social media has moved fashion into the hands of the mass consumer base, which has access to large volumes of information through smartphones, mobile apps, and social networking sites. Apparel and fashion brands are using social networking sites to propagate what they term their DNA. Using social networking platforms tools like Instagram, Facebook, and Twitter helps drive influencer marketing, display and document outfits, help consumers compare brands, build brand-consumer loyalty and commitment, and generate trust and credibility for the brand. These platforms enable TAF brands to monitor their social media presence through social media metrics.