One of the reasons why fashion industry, specifically Pakistani fashion brands are embracing social media more and more is that it has turned out as a great tool to help different brands get exposure to the masses. Most industries have been using social media vigorously because it has served as an effective means of communicating and being in touch with their potential customers. Also the social media has allowed companies to orient their message better than any other medium. This has allowed the companies to build their brand in the industry.
If you are not branding for your business, then you are sleeping, but if, in the fashion industry you are not doing brand promotion then you are in hibernation. People can pay a hundred dollars more for a dress offered by a well-known brand, but they will think a lot before spending just pennies for the same dress offered by an unknown brand, therefore a business in fashion industry cannot survive without branding. This is also one of the causes for the leap of fashion industry towards the social media. This industry is very much aware of the limitless branding opportunities provided at the social media and thus are very much keen to capitalize on it.
The next reason why fashion industry has taken the social media as a productive medium is that it allows a space to shape costumer opinion. Designers can not just design whatever they like and want their targeted audience to accept it. Customer choices are influenced by the trends of the fashion industry and this is something the designers should keep in mind. As far as social media is concerned, designers get some sort of power to actually influence the fashion trends & direct them in the ways that they want to go. Social media has also turned out as a great medium for fresh talent to promote their newly fangled brand.
Another reason why fashion industry is becoming an advocate of social media is that it helps them to reach youth that was not so easy via other marketing mediums. Designers tend to target the youth using their brand, as young people are more likely to have an interest in fashion and since they can better promote a brand. Let say if a girl wears a classy design of a brand in her university, then the more people will see the dress the more marketing will be done without any effort. Our youth is responsible for setting up the trends hence more and more brands target them.