The Dynamics of Brand Communication in the Fashion Industry: The Case of Indonesia

Department of Communication, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: prayudi@upnyk.ac.id

Abstract

The fashion industry is a dynamic and rapidly evolving landscape characterized by volatility, velocity, variety, complexity, and dynamism. As consumer preferences and market demands shift, fashion brands must adapt their communication strategies to remain relevant and engaged with their target audiences. This research paper examines the trends and strategies fashion brands employ in their brand communication efforts, focusing on the impact of social media. The paper explores how fashion brands leverage social media platforms to study consumer trends, anticipate fashion behaviors, and shape public perception. The study also delves into the factors that drive social consumer fashion brand engagement, such as equitable fit, bearability, viability, social ties, trust, credibility, homophily, and discounts. Additionally, the paper investigates the effects of social media brand-related content on fashion product buying behavior, highlighting this channel’s dynamic and interactive nature in fostering brand value co-creation. This research provides valuable insights for fashion marketing professionals, enabling them to develop and implement compelling brand communication strategies that resonate with their target consumers in the digital age.