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An Investigation on the Effectiveness

Of Social Media in
Reaching Target Audience in
UAE Fashion Industry

Anglia Ruskin University

April 2014

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ABSRACT

In a globe what you dress in and who you wear are projections of your standards. More and
more individuals are using social media for wardrobe suggestion, inspiration and to come
across the latest trends. Brands are aware of and are competing fiercely for business. Social
media is a developing stage used by the fashion industry to make discussion, brand
acknowledgment or identification, and develop consumer relations through interactivity and
networking
After winning Expo 2020 UAE government have decides to advertise in globe. Fashion
industry is one of the prime growing industries found in the UAE. A massive project began
called the Dubai Design District, or D3. The site is dedicated to the fashion industry and will house
design studios, boutique hotels, high-end apartments and, of course, a promenade for shopping.

Just to capture universal attention UAE fashion industry is taking help of social media. This is
because over the decade years, social media has developed into one of the biggest modes
of interaction all over the world. Many companies are actually choosing to become a part of
the site rather than merely buying advertising.
The following study examines the 60 % of consumers researching products through multiple
online sources learned about a specific brand or retailer through social networking sites.
Today fashion is truly global, trends travel fast online, upcoming designers can reach an
international audience faster and more affordable. Social media as reaching target audience
tool and an effort has been made to analyze the extent social media helps consumers in
buying decision making. In addition strategies have been suggested for maximizing the
effectiveness. Various interviews and survey have been applied to support the research
hypothesis.

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Table of Contents

ABSRACT.................................................................................................................................................. 2
CHAPTER: 1 ............................................................................................................................................. 5
INTRODUCTION ....................................................................................................................................... 5
Background of Study ........................................................................................................................... 5
Rationale of the Study......................................................................................................................... 5
Aims................................................................................................................................................. 6
Objectives........................................................................................................................................ 6
Research questions ......................................................................................................................... 7
Scope of the Research..................................................................................................................... 7
CHAPTER 2: ............................................................................................................................................. 9
LITERATURE REVIEW ............................................................................................................................... 9
Introduction ........................................................................................................................................ 9
Topic 1: Social Media and its Major Role in UAE Fashion Industry..................................................... 9
Topic 2: Demographic User of Social Media ..................................................................................... 11
Topic 3: Expansion of Business and Fashion through social media .................................................. 12
Topic 4: Social Media as fashion Power House & its Effective Outlets ............................................ 12
Topic 5: Consumer Experience & Organization Usage...................................................................... 13
Topic 6: Is Social Media Backbone for Fashion Spread and Growing Business ................................ 14
Topic 7: Brand Image in Respect with Social Media ......................................................................... 16
Topic 8: Social Media vs. Traditional Marketing ............................................................................... 16
Conclusion ......................................................................................................................................... 17
Chapter 3............................................................................................................................................... 19
METHODOLOGY .................................................................................................................................... 19
Introduction ...................................................................................................................................... 19
Research Paradigm ........................................................................................................................... 19
Appropriateness of research............................................................................................................. 19
Research methodology ..................................................................................................................... 19

Primary Research .................................................................................................................. 19

Secondary research ............................................................................................................... 20

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Sampling frame ................................................................................................................................. 21

Data collection .................................................................................................................................. 21
Research instrument used ................................................................................................................ 21

Interview ............................................................................................................................... 21

Survey.................................................................................................................................... 22

Informed Consent ............................................................................................................................. 22

Geographical of Study ....................................................................................................................... 23
Limitation of Study ............................................................................................................................ 23
Sources for search literature ............................................................................................................ 23
Chapter 4............................................................................................................................................... 24
Data Analysis ......................................................................................................................................... 24
Introduction ...................................................................................................................................... 24
Descriptive Analysis of interviews .................................................................................................... 24
Descriptive analysis of questionnaire ............................................................................................... 28
Secondary Research Findings............................................................................................................ 40

Media Director from UAE fashion industry........................................................................... 40

Boutique Owner Description ........................................................................................................ 41

Research Questions Analysis ............................................................................................................ 41
Chapter 5........................................................................................................................................... 44
Conclusion ............................................................................................................................................. 44
Summary ........................................................................................................................................... 44
Conclusion ......................................................................................................................................... 44
Benefits ............................................................................................................................................. 45
Strengths ........................................................................................................................................... 45
Drawbacks ......................................................................................................................................... 46
Weakness .......................................................................................................................................... 46
Recommendation.............................................................................................................................. 47
References ............................................................................................................................................ 49
Appendix ............................................................................................................................................... 53

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CHAPTER: 1

INTRODUCTION
Background of Study

There is no doubt social media has become an integral part of modern society. Social media
platforms offer an opportunity for customers to interact with other consumers; thus, companies are
no longer the sole source of brand communication (Li and Bernoff 2011).
This study is carried to discuss the impact of how social media is helping UAE fashion industry to
reach to their target audience.With foreigners making up roughly 90 percent of its population. The
launch of fashion forward last year was a great achievement and world biggest mall. The Dubai Mall
received more than 75 million visitors last year, nearly half of them tourists, said the mall's
developer, Emaar Properties. The expansions are in line with Dubai's plans to increase tourism. The
city will host the world Expo in 2020, and officials forecast the 6-month long event will attract 17.5
million visitors from outside the Emirates.
Now soon Dubai design district will be announced. For all these things huge promotion and
advertising is needed so UAE public get aware of this. For these promotion and advertising, social
media is one of the best in marketing. As social media marketing is about understanding how
technology is making it easier for people to connect socially with their social networks and how your
business can profit from that understanding. Now in UAE fashion brands have learned to utilize
social media, many are in trial with development of their own social networks or even invitation-only
communities.

Rationale of the Study

UAE fashion industry is also trying their best to compete with other big fashion industries like UKs or
France, so they are taking help of social media to take over the world. Investigation take place here
why social media so important for this industry that they embracing social media rapidly. Why they
are not using other marketing strategies as they were use to do. Social media is a public venue that
promotes transparency and feedback. According to Lee (2009), while fashion brands and retailers

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are still grappling with social media in terms of controlling brand perception and establishing metrics
to measure its marketing value, they have used Twitter, Facebook, YouTube and other social
communities to develop digital marketing strategies to drive online sales and retail store traffic
(Lee).
This research is taken place because as we all know that fashion industry has been attainting digitally
dapper in the previous couple of years. Its malformed form an industry trade show to a much-hyped
sartorial platform, targeting much wider viewers that isnt just limited to fashion buyers and press,
and in the last year. Vogue fashion Dubai was more public than ever with the digital from brands. For
the advertising and marketing their 75% of promoting work was done social media. Why they need
social media now. Whats there in social media which other marketing strategies cant compete to
it?
Aims

This research is to determine the power of using social media in reaching target audience. The
fashion industry includes designers, consumers, brands and media, which are interlinked by social
media tools. According to Wilson (2012), to have power in fashion today means to have real impact,
the kind that demonstrably moves an industry, as opposed to merely moving merchandise, this is
achieved through the effective use of social media (Wilson).

Objectives

To understand how social-media help UAE fashion industry to generated more exposure
to their business or product along with other tools used by marketers

To find out why UAE fashion industry is taking help of social-media

To find out how customers get influence by social-media

To recommend strategies to the UAE fashion industry as to better use social media to
increase customer satisfaction

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Research questions

This study was structured based on research questions relevant to the gaps in industry standards
and research.

1. Is social-media really necessary for fashion industry in now a days world?

2. Who uses social-media tools to discover and explore trends and products in the fashion
industry?
3. What are the benefits of social-media advertising?
4. How social-media is helping fashion industry in a better way?
5. What social tactics are most effective?
6. Is social-media making improvement for such industries to expand more businesses?

Scope of the Research

Social media plays an important role in how consumers discover, research, and share information
about brands and products. In fact during the social media age, knowledge of both the influence of
firm-created communication on consumer perceptions of brands and the influence of consumer
online content creation on brands is important (Berthon, Pitt, and Campbell 2008; G. Christodoulides
2009). Moreover, consumers are increasingly using social media sites to search for information and
turning away from traditional media, such as television, radio, and magazines (Mangold and Faulds
2009).
UAEs ambition to become of fashion capital has been given a boost with plan for a new
development in the country. UAEs fashion industry is on the verge of going global. As the vice
president of the UAE has signed a verdict bringing together public and private sectors for encourage
the expansion, novelty and sustainability of the emirates design and fashion industries. The
following study investigates the present uses and values of fashion industry skilled concerning the
different social media stage to decide useful practice. This is to explore how the popularity of social
media has impacted the way in which news is consumed and distributed. with live streaming from

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the hottest runway shows, real time shopping, bloggers gaining their seats among 10 fashion editors
and celebrities and of course tweets from the first row giving to us all a virtual seat (Agathou).

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CHAPTER 2:

LITERATURE REVIEW
Introduction

The literature review is an appraisal is an appraisal of the existing published material on the social
media standards in the UAE fashion industry and their lack thereof, the different types of social
networking sites, and confirmed benefits and command for consumers, public relations
practitioners, and designers.
This study is carried to discuss the impact of how the UAE fashion industry is embracing social-media
in reaching target audience.
Topic 1: Social Media and its Major Role in UAE Fashion Industry

Now a days due to up dated technological progression everyone compelled to adapt current trends.
Whereas social-media is also capturing everyones attention as this is an integral part of developing
society. The recent development in social-media allows consumers to look forward to an upcoming
trend as they enter market. Social media are essentially self-promoting in that users spread. The viral
quality of social media makes it an appealing tool for businesses to market products and services
(Xiang & Gretzel 2010). Social Media reports that 70% of social media users are engaged in
online shopping(Nielsen, 2011).
According to Morrissey (2010), many fashion brands, particularly those in the luxury category,
remain wary of social media (instead) youll find pretty much digital equivalent of vogue lots of
glossy photos and little in the way of interaction (p.6)
To understand social media is to break it down into two. As media is an instruments on
communication like newspapers radio or television so social media would be social instrument of
communication, social media is a future of communication. This is a platform that increase and
enhance the sharing of information. The main social outlets are facebook twitter instagram and
YouTube. Platform like these have credit online communities where people can share as much as

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they. It has relevance not only for regular internet users but business/industries as well. According to
Bourne (2010), this relationship with consumers benefits those that use social media by seeing
upside in revenue and customer appreciation.

Fig 2.0
Within last couple of years fashion has become a global industry composed of variety of local
markets diverse in lifestyle, religion, and culture which makes the recognition and identification with
particular customers more complex (Easey, 2002). According to some fashion blogs are enjoying
great popularity because they offer an alternative opinion for anybody to actively create or consume
fashion without requirement of any kind of costs. Thus fashion blogs are perceived as a street of
fashion, as a source of public opinion and display of actual use of fashion by general public (Bollier
and Racine, 2005).

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Social Media
Participation

Immediate
response
Proper feedback
Includes all age
groups

Openness

Freedom of
expression
Easily
accessible
Include all
age groups

Conversation

Two way
conversation
Quick
response
Multiple
language
availability

Community

Globalization of
idea
Focus groups
Ground for
common interest

Connectedness

No distance
time zone
barrier
All world easy
communication
Close
interaction

Fig 2.1

Topic 2: Demographic User of Social Media

Now a days everyone is aware of technology and majority of people are using it. According to the
November 2012 update by Smith (2012), there are one billion registered Facebook users, with
around 600 million of those users going mobile; Twitter has a following of 500 million total users;
and newer sites such as Pinterest and Instagram have 100 million active users and over 4 million
unique postings daily, respectively (Smith). Every individual use this technology differently. Kaplan
and Haenlein (2010) claim that 75% of Internet surfers started using social media in the second
quarter of 2008 by joining social networks, reading blogs, or contributing reviews to shopping sites;
which represents a significant rise from 56% in previous year (2007), and it is therefore reasonable
to say that social media represent a revolutionary new trend that should be of interest to companies
operating in online space-or any space, for that matter.
Social media use from since 2005: it has been higher among the youngest. They have always
maintained the highest percentage of social media usage. their overall usage dropped for the first
recorded time in December 2012 from 83 % to 91%.
The most common social media outlets are facebook twitter instagram and pininterest in UAE. In
UAE 66% of people use social or professional networking sites. They are too active on these sites.
Respondent from the UAE indicated they find such sites most useful for gaining knowledge and
experience (56%) some use these for career opportunities and recruitment (8%).

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Fig 2.2 Chart showing uses of social media in UAE.

Topic 3: Expansion of Business and Fashion through social media

Kaplan and Haenlein (2010) state that social media can be beneficial in business, particularly
because of the possibility of direct communication with end-consumers with relatively low costs,
within a relatively short time period, and at a higher level of efficiency comparing to traditional
communication tools. Because of those features social media are suitable not only for multinational
companies, but also for small local firms or non-profit and government institutions.

Topic 4: Social Media as fashion Power House & its Effective Outlets

Nowadays, fashion houses, designers, magazines and supermodels post picture of the latest design
and trends across their social media profiles with hope to interest customers. They also make use of
social podium to forecast fashion trends, consequently securing future sales. By using social media
the UAE fashion industry can expose a success of consumers inspiration and trends testing.

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Last year 2013 at Dubai fashion week they have make mark on rise of social media on the runway.
One of the surveys data from five social networks reviles during DFW and found more people are
using social media for wardrobe advice, inspiration and the latest trends. Top fashion accounts live
tweets or update their status on facebook. Sometimes there is live ramp walk on YouTube from the
shows and co-previewed their collections exclusively on pinterest. Fashion related group tweets
doubled from previous year from 2013 event and professional photographers completed use of
instagram. Recent updates encourage consumers or client interest in it.
Internet nowadays has been such an important medium to many individuals especially for youth and
business industries. Some people rely heavily on the internet in many ways. Social-media offers a
chance for fashion industry, giving them a modified platform to bond with their customers. it helps
to advertise for particular company brand and maintain direct

customer business person

communication. Social-media allow clientele to access customization of its choice. Social media
outlets which have been so popular now tend to be important to users as they used them as a way
of entertainment as well as getting information. Facebook, twitter, LinkedIn, blogging pininterest
and YouTube are top five sites used by UAE fashion industry, with facebook leading the set.
The UAE or Arabic facebook launch in 2009 attracted many of the facebook users in UAE as the
number of facebook users shoot up highly form nearly 900,00 in January 2009 to 2 million in late
2010. Facebook pages offer a way to create a profile on facebook for businesses from producer
relate with customers. From posting status update and pictures to managing a mailing list. Facebook
pages enable business to reach out customers in a multiplicity ways. On facebook online advertising
has established itself during the decade of the 21st century as one of the most effective, yet
affordable, way to increase business.
Topic 5: Consumer Experience & Organization Usage

Fashion brands have taken the chance to make use of social media in some ways, the most common
being advertising. The other uses include reporting news, updates, announcements, events,
promotions, and customer service. This allocates outsiders an inside look to what goes on.
Fashions brands have engaged the opportunity to build make use of social media in some ways, the
most frequent is advertising. The other uses take in reporting news, updates, announcements,
events, promotions, and customer service. This allocates outsiders an inside look to what goes on.
Effective social media marketing involve strategic planning, the accurate tools, the right voice and an
understanding of the nature of the market.

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UAE customers are sharing their opinions and views about your brand with their friends and
followers (who could be your customers, prospects, or people who can impact your business)
through these platforms. People are more subjective by the opinions of their friends and trusted
ones while making an allowance for a brand. As such a positive or negative customer response
impacts your brand substantially. With social media they are having a great impact on shopping,
getting into trends and many more while sitting home.
For consumers, online empowerment comes from being given access and information. Fans want to
socialize with brands the way they do with their friends. Consumers feel special and wanted when
they associate with favourite brands on social networks. This is usually antithetical to the way
fashion industry live in the real world, where brands like to maintain a sense of exclusivity.
Consumer of UAE by the passing time getting trendier. UAE is more global land where more than 70
nationalities are found. Everyone is giving different setup and some are not that aware what kinds of
fashion trend are running their own country. By the help of social media they are not simply being
aware of their homeland trends they are actually getting worldwide trends.

Topic 6: Is Social Media Backbone for Fashion Spread and Growing Business

In 2010, social media finally become a power in the business world. From 2011 it is fast becoming
the must do on the list of marketing strategies in order for a company to avoid getting left behind
in the online world. There was a time when people use yellow pages to find a business but now no
longer people use it. Facebook allows independent developers to create apps that market for several
brands, or custom-develop an app for one brand. The widespread use of these applications is
Facebook commerce.
Becoming a part of the social media network allows brands on the fashion industry to gain a large
audience. According to Macala Wright Lee, the fashion industry has adopted social media as a
marketing platform to reach their customer online and reignite brand passion and customers
loyalty. Social media is a platform where consumer trust and loyalty build with the help of easily
access conversational nature of crucial components of fashion marketing. Different brands try an
effort to discriminate themselves in social media by offering promotion and discounts.
There was successful campaign was done by charlotte Russ. That was social media campaign with a
strong following twitter, facebook and YouTube. Charlotte Russ arranged weekly trivia contest on
twitter which force consumers to visit their websites. According to Wright Lee, Charlotte Russ is

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running is the next Charlotte Russ Design star a t-shirt design contest where winner will have his or
her shirt produce and sold online.
According to Noricks (2010), the most active social media sites have helped to generate more
access between fashion and consumers, thus making fashion brands appear more transparent and
open. Because of popular consumer reaction in favour of company transparency, social networking
sites ultimately can lead to increased consumer trust (noricks).
From past few years, the amount of fashion insiders embracing social-media has skyrocketed. Using
social-media can enable purchase at limit of own pocket. There are many ways in which social-media
benefits fashion industry:

Customer Connection

Brand Awareness

Community Cultivation

The assistance of social media use in the UAE fashion industry is to improved relationship between
consumers and designers. In provisions of social media, social capital is the relationships grow by
networking. The profits which accrue from membership in a group are the basis of the solidarity
which makes them possible (Bourdieu, 1985, p.249). The significance of using social media for
designers and brands is to predict the future need and want for products and collects. They use
many tools to analytic tools to compare previous development and develop future. The two-way
communication between consumers and producers in the UAE fashion industry give advantage to all
parties considering the strengthened relationship built on trust.
Brand communication positively affects brand quality as long as the message creates a satisfactory
customer reaction to the product in question compared to a similar non-branded product (yoo,
Donthu and lee2000)
Definitely, social media is making improvement for such industries to expand more businesses.
When there is two way communications between consumers and producers. That is obvious that all
questions answer will be answer in a satisfactory way to consumers .this is because consumers
typically judge the information provided by other individual to be reliable and convincing
(pornpitakpan 2004). When consumers will have trust on them, then without doubt it will affect
businesses in a positive way.
When producer will be aware of consumers demand, their needs and wants than they will easily
portrait themselves in a better and improved way to consumers. The information gained through

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social media guide most important strategic business decisions. Social media is effective when the
findings.
Information which is collected through social media research helps to determine if business is
reaching its goals or not. Social media somehow informs business their position. By the helps of
likes share re-tweet favorite.
As UAE fashion industry knows social media following has developed exponentially in recent years
given its newly established popularity in UAE. Site improvements have made easier to use so they
are making providing maximum information about them social media to get more publicity.

Topic 7: Brand Image in Respect with Social Media

Agresta (2010) argues that brand today is different from brand in the past: they harness peoples
passions. This means that instead of depending on contrived messages and commercials, brands
today rely on the passions of their customers to generate content. This makes the pressure for
marketers to create brands which align with the needs and demands of the customers.
In recent years, UAE cultural in creative industries play an important part in the national
development policies among developed and developing countries Nations around the world have
been putting effort to promote their Culture. To follow this global economic trend, UAE government
also has invested significant time and resources to define and develop over last few years
Cultural Affairs proposed the concept of Developing Cultural Industries, and Bringing Culture into
Industries, and this cultural industry concept later has been put into the national Community
Development plan. With the trend of globalization and technological advancement, the
government adapted a knowledge-based economy that focuses on creativeness.
Topic 8: Social Media vs. Traditional Marketing

Social Media Marketing is about recognizing that your existing customers are your best assets.
Marketers commonly refer to a funnel to describe the way they attract new prospects and convert
them into customers.

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Fig 2.3
The shortest definition of marketing is the one proposed by Kotler and Keller (2006, p. 5)1 is
.meeting needs profitably. The traditional marketing concept is based on three pillars:

A customer orientation: Implying that an intimate understanding of his or her needs and
wants should be the focal point of all managerial actions.

Integration of efforts: Implying coordination with the other functions (R&D, production,
accounting and financial activities) within the firm to disseminate the customer orientation.

A profit objective: The marketing concept is intended to make money for the firm, as a
reward for its focus on customer satisfaction

Marketing using social media such as these can take multiple shapes. The traditional Facebook
model, in particular, involves replacing the concept of a human friend with a brand or tangible
product

or creating a page or group (Facebook, 2011). A user who elects to like a product or

company advertises that connection to their own private network of contacts. This concept
extends to other forms of social media as well. According to Bernie Borges (2009), Twitter is
combination of micro blogging and social network (Borges, 2009). Twitter, allows users to
receive small updates and advertisements from favoured producers as well(Hafele, 2011).
Twitter gives opportunity to users to involve in real time sharing. A tweet is usually no more than
140 characters, which followers of the user can see (Borges, 2009).
Conclusion

The rise and popularity of social media is explained by the social capital theory of Pierre Bourdieu
(1985) that says, The aggregate of the actual or potential resources which are linked to possession
of a durable network of more or less institutionalized relationships of mutual acquaintance or

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recognition (p. 248). Social capital focuses on the positives of sociability and ignores its less
attractive features. It places those positives consequences in the framework of a broader discussion
of capital and callsattention to how such nonmonetary forms can be important sources of power
and influence (Portes, 2000, p. 43). In terms of social media, social capital is the relationships built by
networking. The profits which accrue from membership in a group are the basis of the solidarity
which makes them possible (Bourdieu, 1985, p. 249).

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Chapter 3

METHODOLOGY
Introduction

This chapter details the methods used for data collection for this study, including the background on
data sources, the collection and presentation of data, and the limitations of the study. Descriptive
research is to obtain accurate information about the given topic. Investigation on effectiveness of
social media in reaching target audience in UAE fashion industry. It starts with a general assumption
that the researcher checks to confirm or invalidate it (Goodstein 1999).

Research Paradigm
The most quoted definition of paradigm is Thomas Kuhn's (1962, 1970) concept in The Nature of
Science Revolution, i.e. Paradigm as the underlying assumptions and intellectual structure upon
which research and development in a field of inquiry is based.

RESEARCH PARADIGMS
Positivism
Anti-Positivism
Critical Theory

RESEARCG APPROACH
Quantitative
Qualitative
Critical & Action-Orientated

RESEARCH METHODS
Survey
Biographical
Action Research

Appropriateness of research

For this research study the primary and secondary methodology was used, which included
qualitative as well as quantitative research methods.

Research methodology

Primary Research

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Authors are reporting on their own research findings (Authors did the work= primary)
Most primary research articles will start with a brief review of previous research but then will focus
in on their specific study. To make good decisions, the researcher needs good information. Just as
researchers need to carefully evaluate the quality of the secondary data they need to be
careful when collecting primary data, i.e. ensure their relevance, reliability, relevance and
objectivity. Collis and Hussey (2009) stipulated that qualitative and quantitative are the main
methods to analyse primary data.

Qualitative
The researcher deals with data in the form of
words.
Researcher is the data gathering instrument.
Methods such as focus groups or interviews may
be used.
Subject/ Abstract terms: Qualitative studies;
interviews content Analysis; Questionnaires;
focus Groups; Grounded Theory ; Ethnography

Quantitative
The researchers deals with data in the form of
numbers and statistics
Researcher uses tools such as questionnaires or
equipment to collect numerical data
Subject/ Abstract Terms: Coefficient; statistics;
Multiple Regression Two-tailed Test

Secondary research

Secondary Market Research, the company uses information gathered from other sources that
appears applicable to a new or existing (Creswell 2009, 35). Secondary sources consist of data
that has already been produced and can be contemporary or historical, qualitative or quantitative.
Secondary sources include
1. Documents
2. Letters
3. Diaries
4. Autobiographies
5. Referencing other forms of research and using quotes
The secondary data are those already available because they have been published either by
previous researchers or by different sources.

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Sampling frame

For this study, questionnaires have been distributed among a person who uses social media. They
are chosen in order to obtain their awareness on the fashion industry using social media and the
people can be defined as those use social media or who have the experience of buying online. This
survey was taken from 140 people. This survey was conduct from people who use social media to
benefit themselves from fashion updates. This survey was taken in Abu Dhabi Marina Mall.

Data collection

This descriptive study fits well the purpose of the study. As case study helps in demonstrating
relationships between variables, it helps in identifying the association between social media usage
and the success of the UAE fashion industry.
A dissertation is involved the following types of research:
Observed fieldwork such as a questionnaire survey, interviews, life history/biographical interviews,
or a combination of these a critical discussion of theory use of secondary data such as literature,
diaries, existing data sets policy analysis. The data were collected via secondary data sources. Survey
method and interview techniques were used for extracting out the relevant data.

Research instrument used

Interview

Blanchet (1999) distinguishes on the one hand the general level of the interview and also the
level of ''oral'' questionnaires and interviews ''research'' as part of a subset of the wide range
of interviews. Interview are the most popular way to find an answer for is research in a dissertation
and is usually the second step after submitting a literature review . There are several interview types
such as telephone, selection, one to one, group, panel and second interview. In this there are online

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interview and face to face interviews done. They are very important as this gives in conclusion to a
research.
Questions and explore are asked to each of the two industry professional and served as significant
data sources for the study. The questions are relevant to social media use as public relations strategy
in the fashion industry, with the exception of the social media and marketing expert. Interview was
conducted with Tuba Khalid from brand owner tassels. She is new in UAE industry and she is having
well known brand in Pakistan. Since the intensive fieldwork can be time consuming, the
ethnographic approach can adopt a clinical perspective, where qualitative interviews are the main
research instrument (Heding, Knudtzen, & Bjerre, 2009, p. 67).
There is will be third interview done from one of the UAE client of any brand available in UAE fashion
industry. This will be conducted to ask why this is important for them to have brands on social
media. They will give more accurate answers to this investigate than experts of UAE fashion industry.

Survey

As it will be very costly and difficult to gather information on hundreds of people, a survey
is the main tool to have the point of view of the customer regarding the information the
researcher seeks to obtain.

Informed Consent
Researchers are obligated to protect a populations responses from misinterpretation and must
protect the population from exploitation under the guise of research (Creswell 2009, 35).
The consent is one part of the dialogue that investigates have with each subject.
Informed consent explains to potential participants:

The nature of the research project

What the risk benefits and alternatives are associated with research

What are they have as research subjects

Why they are candidates for the research

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Geographical of Study
Geographical location selected for conducting and selecting participants was UAE region. Especially
in Dubai, Abu Dhabi and Sharjha.

Limitation of Study
The addition of quantitative data in this investigation possibly will have amounted accurate
exactness in the responses and conclusions of the need and use of social media in the UAE fashion
industry, but this form of data collection was limited due to financial issues, travelling to major cities,
less resources and time restraints which was the major limitation of this dissertation. International
brand working in UAE, when they were questioned about scheduling an interview with the experts,
it was difficult to receive any interest or responses from those in the industry. The lack of connection
forced the study to take a more local approach and contact independent experts presently emerging
into the industry.

Sources for search literature

In order to attain the most suitable literature or data for the research study two main libraries were
searched. These libraries were national library Abu Dhabi, btec institute library. Websites were also
taken into consideration.
responses.

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Chapter 4

Data Analysis
Introduction

Online communities and social network sites are regular features in the lives of our youth (Ito et al.,
2008). Indeed, the rapid growth of social network sites has attracted increasing numbers of adult
users as well (Boyd & Ellison, 2008; Madden & Zickhur, 2011; Rutherford, 2008). The following
chapter outlines the data collected from both the interviewed experts and the existing literature on
the topic. The individual responses to the questionnaire will be presented and ideas from the
interview transcripts. The information collected from both the interviews and literature will be
sorted in this way to best compare the data on the helpful need and use of social media in the
fashion industry.

Descriptive Analysis of interviews

Brand name: VStyleFiles Brand owner name: Vrinda Suru

Brand name: Tassels Brand owner name: Tuba khalid
1. How would you describe the impact that social media has on a public relations strategy for
client?
a) Which social media outlets do you prefer to use in reaching your target audience and why do
you find these effective?

Brand name: VStyleFiles: Mostly instagram and Facebook. This is where most of my followers are
most interactive in the region.

Brand name: Tassels: I prefer facebook as there are big numbers of users who are looking for these
new fashion ideas and keep following trend through it. Its more users friendly and hence word of
mouth and effective publicity makes its more useful.

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b) Which social media platform or type has been least effective in improving your public relations
strategy and why?
Brand name: VStyleFiles: Twitter. Cause my social media platform is required to be visual cause it's
a street style blog.

Brand name: Tassels: I will quote here name of pinterest as this is not much useful .user interaction
is very less and it had pinning of pictures which could be distraction from real current fashion. There
is no current and up to date following from fashion trend.
2. In what way do you think that these online mediums have change or improved consumer
relations and brand recognition?
Brand name: VStyleFiles: More people find it easier to reach me now cause of social media. People
all around the world and it also determines how many people are watching this space.

Brand name: Tassels: These mediums are contributing roles in the creating immediate fashion
knowledge updates and with customization according to member. Member can just log in, and
access to any fashion and fashion outlet .as internet is connection between all worlds they can
enable user to connect fashion trend maker to their customer at any corner of world
3. Does the fashion industry generally embrace social media as a means to promote brands and
trends and as a platform for consumer exploration and interactivity? Why or why not?
Brand name: VStyleFiles: Yes they do. Cause this is a very creative and visual orientated industry
they do embrace social media to promote their brands. Another reason to have embraced it is cause
fashion is always changing and this is the absolute best way to keep up with the news and changes in
the industry. Today cause of social media we get live feed to fashion week shows on our phones and
interesting news that happens all around the world.

Brand name: Tassels: Yes obviously as member power is increasing on social media and now social
media reputed as a reliable source they marketer are promoting and selling their product vastly.
Member can see check product and can compare prices and qualities.
a) Which industry is the best example/role model in its effective use of public relations tools?

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Brand name: VStyleFiles: I think in this region it would be the fashion industry definitely and also
the entertainment and nightlife industry are extremely active on facebook.

Brand name: Tassels: I would say that fashion industries including clothing and shoe and jewellery
are aing proper use of public relation. As social media applications are on mobile so customer seller
relationship is 24x7
4. What are the challenges in expanding the audience of social media users that are new to
fashion industry?
Brand name: VStyleFiles: You already have estabilished individuals and brands out there and you
just have to make sure that you arent generic and you need to grab peoples attention by doing
something unusual.

Brand name: Tassels: The biggest challenge while planning and proceeding expansion is gaining
trust. Reliability is acquired towards seller and its product in term of being cost effective and
according to desire and criteria of buyer. Whether a fashionista or newbie to fashion no one wants
to end up fashion disaster, hence convincing buyer with suitable outlook and purchase amount is in
equality is biggest challenge. Word of mouth & effective publicity along with proper promotional
strategy adopted
5. Whats an example of a social media campaign that youve done that you think has been
effective?
Brand name: VStyleFiles: My halloween campaign. I had people send me in photos and stuff and I
created a cool collage of halloween style.

Brand name: Tassels: Through social media the I have been campaigning on festive occasions as
eids and for every user registering on page was allocated initial 5% discount which increased on
further purchase. Hence publicity increased and excellent word of mouth.
6. What are the challenges in expanding the audience of social media users?
Brand name: VStyleFiles: You need to be approachable and keep up with trends.

Brand name: Tassels: The communication modality should be very strong. Humanly not possible for
smaller level business to be engaged 24x7 but work hour duration should be fulfilling customer

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queries, orders and feedback. Attention should be given individually whenever needed. Any delays,
postponement or information should be delivered timely and promptly.
7. What is an example of a social media campaign that youve done for a client that you think was
the most effective?
Brand name: VStyleFiles: Haven't done any.

Brand name: Tassels: Facebook for sure. I dont favour abandonment of any social circuit. Fashion
industry should take social media now serious and think in development and incorporation of
fashion into social media
8. Who uses social media to discover and explore trends and product in the fashion industry?
Brand name: VStyleFiles: Literally can be anyone in the industry. Students, designers, models,
production houses, brands, PR, magazine houses.

Brand name: Tassels: Social media is used by all type and class of user, especially youngsters. Being
aware of staying in the fashion line they keep diving internet for new and unique fashion lines and
ideas. Social media usage and creating of pages has enabled them. They are the prime users. There is
also adult or older class who prefer designer products and hence online shopping enable to give free
hand to shop all over world in few click
9. How has the development of social media tool/platforms changed the public relations
profession?
Brand name: VStyleFiles: Today when you hire someone to do your PR, not only do they have to
handle your media and press, they also take care of your social media cause ultimately this is the
best way to promote your brand. Plus its cheaper to get your social media campaign out there on
the website than getting coverage and paying for advertising in a magazine.

Brand name: Tassels: Usually in older times the delays for processing idea was received by buyer
late now its matter of click. Ordering and information regarding payments and all specific matter
could be sorted out while you are logged in to your face book or twitter. This reduced bitterness
between customer seller to higher extent and public relations got better.

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10. How would you describe the impact that social media has on a sales or social media campaign
for a client?
Brand name: VStyleFiles: Increase in revenue. People tell other people about it. Word of mouth
marketing.

Brand name: Tassels:

b) Which social media outlets do you prefer to reach your target audience and why do you find
these effective?
Brand name: VStyleFiles: facebook and instagram

Brand name: Tassels: facebook

c) Which social media platform or types has been least effective in improving your strategy and
why?
Brand name: VStyleFiles: twitter

Brand name: Tassels: I will label pintrest usually user are pinning images for sake of fashion sake or
whats new instead its usually what they are liking for that specific moment so insight of latest
trends isnt provided. There are least or no seller buyer relations.

Descriptive analysis of questionnaire

The survey was taken from 140 people. This line and bar graph represent 1 point = 4 people. Y axis
shows no people and X axis show option of question. This survey was conduct from people who use
social media to benefit themselves from fashion updates. This survey was taken in Abu Dhabi Marina
Mall. Before taking survey a question was asked from them that weather they use social media or
no. This is because if they dont use social media whole survey will be pointless for them. This result

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will show that UAE fashion industry decision on advertising on social media to reach their target
audience is good or not.

Fig 4.0

What is your Gender?

84 female was conducted the survey and 56 male conducted this survey. Females are likely to use
more social media for fashion industry updates than males. Females are keener about fashion
updates and tips.

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Fig 4.1

Where do you usually take inspiration for new fashion items?

In UAE, mostly use social media medium is facebook and instagram. As they were further asked why
they use facebook more and the answer was, they find facebook more easy to use and research is
done easily on it. The mere amount of online users and consumers has grown exponentially in
recent years, with over one billion registered Facebook users, 500 million Twitter users, posting over
four million daily pictures and pins on Instagram and Pinterest (Smith, 2012). Unfortunately people
from this industry use twitter more where local people least favourite is twitter in UAE.

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Fig 4.2

How often do you purchase an item of clothing/accessory through social media?

In UAE, people are interested in buying clothing and fashion accessory. They are 32 people out of
140 in the survey who never used social media for buying items. Mostly 1-5 times per year people
use social media for buying items. There are actually more people who purchase from social media
than non user. Day by day this trend is increasing in UAE.

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Fig 4.3

Does social media enables members to get highlights of fashion?

This question was asked to know whether they are using social media for fashion highlights or not.
Many people said from 1 to 2 past years they are so many highlights regarding fashions. They are so
many pages groups on these social media outlets on fashion and different brands are in competition
to give maximum updates to their followers.

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Fig 4.4

Are you interested in celebrities fashion information on social media?

This was asked because people are nowadays keen to follow celebrities fashion styles and celebrities
nowadays update their daily routine which people follow. Celebs have their pages profiles etc on
social media.

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Fig 4.5

Is social media important for business of fashion industry?

Around about 115 people think this is really for them. According to Papasolomou (2012), the
Internet implementation in the marketing process is inexpensive, delivers instant international
reach, offers great real time feedback, and reaches millions of people for whom the web is the
center of virtually all communications (p. 322).

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Fig 4.6

Is a good idea fashion industry to promote their business on social media?

Well more than 100 people in this survey thinks that this is really good idea that industry is
promoting themselves on social media. This is within reach to users regarding lasts update of
fashion.

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Fig 4.7

What are the reasons you like about fashion industry promoting their work on social media?

This was one of the most important question was asked what are actually reasons people take help
from social media compare to others. Easy availability got highest rating than latest fashion trends.
Well there were mix reviews among all options.

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Fig 4.8

Why fashion industry is using social media so much?

This question was asked to know social media users perspective on this. They think as UAE fashion
industry is growing people from this industry need to interact with customers so they can modify
themselves according to people/users demand.

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Fig 4.9

Is social media is trustworthy in terms of acquiring and updates on latest fashion?

Well on the topic of people are still not that sure about social media worthiness. No one in survey
mention NO option but they are unsure about this. No one completely trusting on them.

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Fig 4.10

Are purchases made through social media reliable?

As pervious question was asked, this is somewhat same question but in this question its regarding
items brought. People are still are not sure about. As there is a page on facebook called Meshba.
They operate from Sharjha UAE. There a lot of people buy things but sometimes qualities of their
items are not good or up to the mark. So people are not having good experience or bad.

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Fig 4.11

Are purchases made through social media pocket friendly and near to market prices?

Last question was asked that prices on social media are pocket friendly? Most of the people said yes
they are pocket friendly and few mentioned that sometimes they are cheaper or they are of lower
prices than market prices.

Secondary Research Findings

Media Director from UAE fashion industry

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In parallel with Dubais dedication to the growth of its regional and international fashion industries,
Ayesha Siddequa, the Creative Director of Future Fashion has partnered up with Fashion Revolution
to pioneer sustainable fashion in the Middle East by bearing the good news that fashion can be
glamorous and good for all. Ayesha has an ambitious vision of gathering international eco-talent in
the Fashion Capital of the Middle East to create the regions premier shopping destination for
sustainable brands and designers from around the world. She has served as the primary director of
social media for last year, responsible for updates and posts on the companys Facebook and Twitter
pages and Instagram profile.

Boutique Owner Description

Hazza Bin Zayed is the owner of the local fashion boutique called WEAR MART which is located in
Abu Dhabi. He opened the shop in 2006 supports local artists, jewellery and clothes, as well as big
brands and names. Najam shahid is the head of their marketing and public relations he previously
worked under different management at Hazza Bin Zayed, and has made significant dcor and
marketing changes after acquiring ownership to the store. Since 2010, the Najam introduce
Facebook page for wear mart and has nearly tripled in likes and is now up to 3455. He thinks
customers can also check in, alerting their friends that they are at the store. This is a great way to
allow your customers to naturally promote our business.

Research Questions Analysis

1- Is social-media really necessary for fashion industry in now a days world?

Social media today is working as a platform where fashion industry can interact with customers, fans
and people in general. Designers are using it to come closer to their customers and to find new
market. Be it twitter, Instagram, or Facebook, prominent names of Fashion industry are using all of
them to know their customers and attract potential customers with discount, giveaways, freebies
and more.

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For example, AMATO Dubai-based dress designer is offering discount who sign up in her website.
Some other designers from Dubai are offering seasonal discounts, asking for votes from their fans,
and offering free stuff via social media.
Some designers are even launching their collections via Instagram, Pinterest and other visual social
networking sites. Whats more? This latest obsession of fashion industry has given birth to a new
social networking site pose.com. Its a Pinterest-like site created for the fashionistas

2-Who uses social-media tools to discover and explore trends and products in the fashion industry
It has become evident through this study that the audience of social media users is ever expanding
and requires attaining new users in an organic way. While building intimacy, users largely are
bothered by pestering and relentless posts. As a public relations professional in the fashion industry,
Vrinda says, we dont want to over stimulate users considering theyre already bombarded by
everyone else on their news feeds The other respondents agreed, establishing that the millions of
social media users are as easily acquired as they are lost if the designers, brand representatives, and
publications do not establish intimate and genuine connections with their consumers without
demanding attention and participation.
3-What are the benefits of social-media advertising?
Advertise through Facebook and you can narrow down who you want to target by geography, age,
sex, marital status, education, interests and more! This data produces an estimated reach so you can
determine if your reach fits your goals and expectations The fashion industry has adopted social
media as a marketing platform to reach their customers online and reignite brand passion and
customer loyalty, and public relations practitioners are now more involved in this process (Lee,
2009).
Social media can expand your businesses exposure to the larger community. You want your small
company to reach thousands or millions of buyers? A solid marketing campaign can do that. If that
small hypothetical company limited itself to newspaper ads and fliers, they would be limiting their
marketing pool to a specific geographic area.
4- How social-media is helping fashion industry in a better way?
This research question analyzes the positive impact that social media has on its different users as
they relate to the fashion industry. Taking in mind consumers, designers, and public relations

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firms/publications, By acknowledging the benefits of social media platforms, this research question
examines the central goals of those who usesocial media, as well as incorporating the literary theory
that drives the study.

The Internet implementation in the marketing process is inexpensive, delivers instant

international reach, offers great real time feedback, and reaches millions of people for whom the
web is the center of virtually all communications (Papasolomou, 2012, p. 322).
The most active social media sites have helped to generate more access between fashion brands
and consumers, thus, making fashion brands appear more transparent and open, which ultimately
leads to consumer trust (Noricks, 2010).
5-What social tactics are most effective?
The different kinds of social media sites have updated traditional press venues and values, as press
releases can be written and sent out to traditional media sources, then can be posted to the
company Facebook page, and then a few words on the story can be tweeted on Twitter with a link
back to the release wherever it was originally posted (Roach, 2012, p. 32).
Brands are realizing their audiences are spending more time in newer, more visually driven
networks such as Pinterest and Instagram (Caro, 2012).
Given the variety in social media platform, is meant to determine the usefulness of the different
social media sites in terms of reaching target audiences, where designers and producers are tending
to post, and which platforms are least effective in consumer relations and brand recognition for the
fashion industry. This question establishes the lack of industry standards for the fashion industry as
they pertain to social media use.
6- Is social-media making improvement for such industries to expand more businesses?
The purpose of the final research question is to demonstrate the benefits of social networking from
a public relations and marketing perspective, and to analyze social media as an essential and
effective public relations strategy.
The fashion industry has adopted social media as a marketing platform to reach their customers
online and reignite brand passion and customer loyalty, and public relations practitioners are now
more involved in this process (Lee, 2009).

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Facebook, Twitter and other social networking sites are tools that can be used to build
relationships through open dialogue internally and externally, providing both opportunities and
challenges (DiStaso, 2012, p. 512).

Chapter 5

Conclusion
Summary

Social media, it is channel which becomes possible for a fashion designer or a fashion company to
create exposure across online communities and websites. Social media makes it possible for UAE
fashion designers and fashion boutiques to generate significance about a brand. It finds ways in
which a brand can be promoted more effectively to customers at a global level, that too with
minimal cost. The fashion industry can uncover a goldmine of consumer inspiration and trendtesting (DiMauro, 2011). It is important for fashion professionals to be selective in which social
media sites they render as valuable strategy. In the fashion world, the use of social media is not
merely a marketing strategy but it focuses on studying and anticipating fashion behaviours. It also
focuses on understanding these hidden factors that help to expand social networks. Becoming a part
of the social media network allows brands on the fashion industry to gain a large audience.
According to Macala Wright Lee, the fashion industry has adopted social media as a marketing
platform to reach their customer online and reignite brand passion and customers loyalty.

Conclusion

The following study examines the current uses and standards of industry professionals regarding the
different social media platforms to determine effective practice. The innovative new instruments in
public relations strategy provide key benefits and widespread impact for users, designers and firms
that are transforming relationships and brands in the UAE fashion industry.

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Research analysis confirmed the strong relationship between social media and the UAE fashion
industry, and so the research concludes that social media contributed to some extent that is
because the data showed how popular fashion pages and followers are among instagram and had
millions of followers on his Facebook official pages . In conclusion, business today is being
transformed from a transactional relationship to a social relationship. Moreover, consumers are
increasingly using social media sites to search for information and turning away from traditional
media, such as television, radio, and magazines (Mangold and Faulds 2009).
Local designers say there is a misconception that Arab women in the UAE who traditionally wear
long black robes over their clothes and matching black scarves over their hair and even faces are not
daring when it comes to what they wear underneath and in front of other women. They want to
their concept and style of wearing clothes underneath with help of D3 from social media.

Benefits

Mainstream adoption of social media and the ease of access to the Internet have caused this
democracy of trendsthe average consumer is more informed about trends in fashion and their
demand for newness, paired with the industrys ability to manufacture, swiftly results in high-end
trends hitting mass market at the same time Julia Fowler, EDITD *Source: EDITD, March 2013+
Social media indicates that there may be biological mechanisms that influence individuals who are
active in the world of social media. This concept is rapidly catching ahead in the use of social media.
Social media to create a holistic shopping experience requires commitment and deep integration
with all the other aspects. Upcoming designers can reach an international audience faster and more
affordable, trend forecasting has been affected as well and fashion influencers come from corner
offices to major magazines to home offices of fashion bloggers in the countryside.

Strengths
Fashion designer can have a landing page or usually designers have their pages. Where people can
find information about them and a blog associated with it, which will help him to drive people from
search engine and his useful fashion tips will ensure more social media sharing in the form of
Facebook share, Twitter share and so on. This industry in UAE is spending thousands of dirham per
month to monitor their social media presence, engage with people. Social media allow customers to

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leave comments about your services and by replying to the comments or concerns that they leave,
you can form a bond with your customers. Social networking sites utilize social media technology to
connect with people and build relationships. Social networking sites allow individuals to construct
their profilewithin a bounded system, share with other users and view and traverse their list of
connectionsand those made by others within the system (Boyd & Ellison, 2007).
The most important thing about social media is that it allows you to engage your customers in a
whole new way.
Social media allows you to get personal with your customers and form a bond of trust with them.
Social media strategy requires decent investment. It could be in term of people talking positive
about your company or product on various social media channels. But, by the end goal is to convert
the user into sales. When designers or anyone else from this industry interact with customers and
form a bond of trust with them, this allows creating interest in your customers and this way you can
increase your sales. Social media is meant to be social, and the best and cheapest way to use these
platforms is to rely on others to do the work for you. Start by offering customers prizes and discounts
for sharing positive experiences on social media and recommending your brand to their friends

Drawbacks

The online environment creates not only opportunities, but also complications and challenges
for the social media marketing process. The transparency of the web makes online information
available to all audiences, and reinforces the need for consistency in the planning, design,
implementation and control of online marketing communication (Hart et al., 2000).

One aspect of social networking that is especially damaging to marketing campaigns is

negative post responses. Unhappy customers or industry competitors are able to post disparaging
or offensive pictures, posts or videos and there is not much a marketer can do to prevent
these occurrences (Cheung, Lee, & Thadani 2009). Still, negative or other non-constructive
feedback cannot be ignored. Social networks must be managed efficiently enough to immediately
respond and neutralize harmful posts, which takes more time (Hennig Thurau et al. 2004).

Weakness

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Trust, which is closely related to security, is a very important factor in the online buying
process behaviour process. In general, you cannot feel, smell, or touch the product. You cannot look
into the salespersons eyes (Steinman & Hawkins, 2010). Therefore, these ways of developing trust
are excluded on the Internet. Brand trust usually contributes to a reduction of uncertainty.

Recommendation

Given the data and collected findings of this study, social media should be embraced and applied to
the fashion industry as a helpful and resourceful means of communication and consumer loyalty.
Ongoing qualitative research regarding the practicality and use of different channels and postings
will generate and spread industry standards that will guide content production and analysis. Due to
the evolving audience of users and consumers, and the progression and arrival of designers and
brands, successes and failures in the evolution of social media as public relations strategy should be
monitored and improved upon.
This study can be used as a guide to improve or devise fashion public relations strategies. While not
applicable to all fashion professionals, the documented results suggest improvement in creating
universal industry standards for social media use and in expanding the audience of participants in
the fashion world.

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