The impact of social media and influencers on the development of the fashion industry

Abstract

The thesis examines the profound impact of social media and influencers on the contemporary fashion industry, using analytical, case-study, comparative, descriptive and qualitative methods alongside a literature review. It demonstrates how platforms like TikTok, Instagram and YouTube have become the primary engines for trend creation, consumer engagement and the development of new brand–influencer monetization models. The study also discusses the challenges brands face—such as selecting suitable influencers, maintaining content control, measuring campaign effectiveness and managing reputational risks. Ultimately, it argues that in today’s digital landscape, strategic collaboration with influencers is essential for fashion brands to remain relevant and competitive.