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more accessible for everyone. For example, high fashion brand products are no longer easily accessible exclusively for privileged people. (Claire 2017.) Social media users trust in people’s experience that they share online rather than traditional ads, especially in the fashion industry. The traditional ad is made by the company, which, in the consumers point of view, only wants to sell. Therefore, shared opinions on social media platforms can be an incentive for consumers to rather trust a fashion brand. The influencer business is one significant trend that came along with social media and especially with Instagram, and specifically the clothing industry is benefiting from this trend. Nevertheless, influencers can send a different message about the brand image to the potential customer to create brand awareness. As already mentioned, social media users trust others’ experiences and opinions. This is especially effective if the person is someone the user admires or trusts. This implies that a brand or product can gain credibility through social media activities. (Wilberg 2018.) Companies are now given various ways to reach and influence people not only via the fashion influencers. Additionally, companies can encourage the consumer to interact with the company’s online platforms and create involvement with the brand. Platforms such as Instagram come with various ways to interact with a company’s profile or their content which creates involvement with the brand. As consumers are increasingly in contact with the brand, they feel closer and more involved. The customers not only gain possibilities to interact and display their own opinions, but also acquire transparency and new opportunities. Also, the companies themselves got closer to the consumer. As they get direct feedback, they can react and respond more easily to consumers’ reactions and feelings. (Wilberg 2018.) 2.4 Branding Branding in general has a long history and has been facing many changes over time. But, especially by implementing new technologies, companies face greater challenges for their brands. Companies need to adapt their brand strategies to the current trends such as social media platforms. Basic concepts have changed, and different, more appropriate approaches are needed. Before the shift from the 13PDF Image | Brand-Awareness through Marketing on Instagram
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