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Abstract The advancement in the internet and mobile technologies has substantially altered information diffusion in modern society, creating a diverse environment for generating and sharing various forms of information. Specifically, the emergence of new information sources, such as influencers and online communities, has significantly influenced the formation of consumer opinion. We highlight the changes that have occurred in the diffusion of fashion trend information. To do this, we conducted data mining, which involved three main steps: data preprocessing, specifically converting image data (including images from the 2022 F/W season runway collection, fashion influencer outfits, and best items from online fashion retailers) into textual data; data mining analysis (quantitative analysis); and data post-processing. As a result, we found that even items with low or no appearance on the runway held significance in the best item data or fashion influencer outfits. Specifically, the best items on online fashion retailers, reflecting popular fashion trends, had greater similarity to fashion influencer outfits. However, similarities in silhouette attributes were found among runway collections, fashion influencer outfits, and best items data. This study holds great significance because it focuses on fashion items genuinely consumed by the mainstream consumers rather than only focusing on the four major runway collections. Furthermore, these findings offer valuable insights for merchandising and trend forecasting, emphasizing the importance of selectively utilizing fashion trend information in the planning of fashion products.

The advancement in the internet and mobile technologies has substantially altered information diffusion in modern society, creating a diverse environment for generating and sharing various forms of information. Specifically, the emergence of new information sources, such as influencers and online communities, has significantly influenced the formation of consumer opinion. We highlight the changes that have occurred in the diffusion of fashion trend information. To do this, we conducted data mining, which involved three main steps: data preprocessing, specifically converting image data (including images from the 2022 F/W season runway collection, fashion influencer outfits, and best items from online fashion retailers) into textual data; data mining analysis (quantitative analysis); and data post-processing. As a result, we found that even items with low or no appearance on the runway held significance in the best item data or fashion influencer outfits. Specifically, the best items on online fashion retailers, reflecting popular fashion trends, had greater similarity to fashion influencer outfits. However, similarities in silhouette attributes were found among runway collections, fashion influencer outfits, and best items data. This study holds great significance because it focuses on fashion items genuinely consumed by the mainstream consumers rather than only focusing on the four major runway collections. Furthermore, these findings offer valuable insights for merchandising and trend forecasting, emphasizing the importance of selectively utilizing fashion trend information in the planning of fashion products. [ABSTRACT FROM AUTHOR]

The fast fashion trend is gaining popularity due to the presence of fashion influencers on social media despite its adverse impact on environmental sustainability. This research aims to explore the fashion influencers communication strategy, assess how fashion influencers endorsements contribute to the formation of consumptive culture, and investigate fashion influencers endorsement concepts that are more ethical. The qualitative research is used by employing the observations on six Indonesian fashion influencers Instagram accounts, and the interviews with three informants confirmed as being with three informants confirmed as affected by fashion influencers endorsement. The data were analysed using media content analysis and thematic analysis. The study concluded with three main findings. Firstly, fashion influencers employs persuasive and interactive communication strategies. Secondly, the formation of a consumptive culture results from the fashion expertise of influencers, which nurtures consumer satisfaction by promoting a consumptive lifestyle among consumers, even though they ultimately assess their consumption. Lastly, fashion influencers can be aligned to reconstruct more ethical endorsement by applying responsibility, sanctity, and sustainability principles. Tren fast fashion saat ini semakin populer karena kehadiran fashion influencer di media sosial meskipun memiki dampak buruk terhadap keberlanjutan lingkungan. Penelitian ini bertujuan untuk mengeksplorasi strategi komunikasi fashion influencer, menemukan pola konstruksi konten promosi fashion influencer terhadap budaya konsumtif, serta memberikan kerangka endorsement oleh fashion influencer yang lebih etis. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengumpulan data berupa observasi terhadap enam orang fashion influencer Indonesia serta wawancara terhadap tiga orang yang terkonfirmasi telah terdampak oleh konten promosi fashion influencer. Data yang ada kemudian dianalisis menggunakan konten analisis media dan analisis tematik. Hasil penelitian menghasilkan tiga temuan utama. Pertama, strategi komunikasi fashion influencer yakni persuasif dan interaktif. Kedua, terbentuknya budaya konsumtif berawal dari keahlian fashion influencer yang kemudian menimbulkan kepuasan konsumen dengan mempromosikan gaya hidup konsumtif, meskipun pada akhirnya konsumen mengevaluasi pola konsumsinya. Terakhir, fashion influencer dapat diarahkan untuk merekonstruksi pendekatan endorsement-nya agar lebih etis, dengan menerapkan prinsip tanggung jawab, sakral, dan keberlanjutan.

The article approaches the field of fashion influencers as an instance of the pervasive power of datafication and quantification in everyday life. It discusses the role of metrics in the fashion influencer economy, and the quantification of the self it goes hand in hand with, a quantification that is also an object of struggle in the field of influencer marketing. Drawing on conceptual tools such as "like economy" and "data capitalism," as well as on the work of Bourdieu, it points to the instrumentalisation of numbers for economic purposes, and the centrality of such numbers to the business of fashion influence. Drawing on Moore's notion of "quantified worker" it conceptualizes fashion influencers as iterations of the "quantified self." The article elaborates on the centrality of quantified data in influencer marketing companies' quest for a dominant position in the field. It discusses the ways it participates in the quantification of the business of influence, further tightening the relation between capitalism, quantification and datafication in the field of fashion. [ABSTRACT FROM AUTHOR]

Lil Miquela, who appeared on social media in 2016, is one of the most popular virtual influencers. In particular, Miquela is having a great impact on society by continuing to collaborate with many fashion brands through Instagram. As the activity of virtual influencers is emerging today, this study aims to derive the meanings of contemporary fashion through analyzing Miquela's social media case. This study analyzed Miquela's Instagram posts as research subjects. As a result of the above analysis, it was possible to classify the methods and devices for expressing fashion in Miquela's social media into three categories: storytelling, reality, and tags & hyperlinks. In addition, the meanings of fashion could be derived from three aspects: the object of experience, the direction of technology, and the realization of the spirit of the times. After appearing on social media, Miquela, who has gradually expanded her domain, is a virtual fashion influencer who has built her identity through fashion, and is expected to give new meaning to fashion in the future. [ABSTRACT FROM AUTHOR]

As the internet has growth expeditiously, many people use the internet also for running their business and use one of the most powerful platforms on the internet, which is social media. To market their product, there are several ways to promote the product and to attract the customer such as by endorsing people that interested in fashion and can give influence to their followers, called Fashion Influencer. One of the main reason why people buy a product is because of the recommendation of fashion influencer on social media, people buy for something that they don't intend to buy it. And the impulse buying behavior happens. This research aims to analyze and identify the impact of fashion influencer marketing on Instagram to customer impulsive buying behavior and related to the fashion style adopted by the online consumer using a diffusion of innovation theory. This research used a qualitative approach with a semi-structured and in-depth interview, and quantitative approach through a questionnaire to validate the data by knowing the percentage of consumer based on the sample was conducted. The result of coding interpretation and questionnaire shows that 80% of participants are adopting the fashion product and influenced by a purely specific influencer that leads to impulsive buying Results indicate that macro influencer affects the impulsive purchase of fashion product to early majority stage and self-updated stage. Micro influencer affects the impulsive purchase of fashion product to early adopter fashion adaptation stage and leads to pure impulsive buying of the consumer. [ABSTRACT FROM AUTHOR]

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

The singer–songwriter–artist Joni Mitchell (née Anderson, born on November 7, 1943) is recognized in the worlds of music and fashion alike for her creative influences since the late 1960s. In this article, we share the findings from a critical discourse analysis of the lyrics and album art produced by Mitchell between 1968 and 1976. We consider how she represented a philosophy of "Both Sides Now" (i.e., both/and thinking) as she articulated—in words as well as visual art—three dynamic and unresolvable contradictions that provide new insights for fashion theory: (a) domesticity and worldliness, (b) bourgeois capitalism and bohemianism, and (c) beauty and destruction. In the process of articulating ambivalences and contradictions, Mitchell reveals how cultural power relations associated with gender, sexuality, age, and class (and their intersectionalities) intervene through textiles, clothing, and fashioned bodies. [ABSTRACT FROM AUTHOR]

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