Нови форми на влияние на социалните мрежи върху модата
New Models of Social Networks Impact on Fashion

Summary/Abstract: The aim of this topic is to represent the relationship between social media and fashion and to show how the new internet technologies change the ways of communication among the fashion consumers. It also points out the mechanisms used by social media to achieve global reach and to exist in the remediation, challenging other traditional communication channels and behavioral marketing strategies. Innovative methods of fashion marketing through successful interactions with social networks are indicated. This study reveals how fashion functions after the inception of social media. Also, different models of social networks impact on fashion are considered. This influence leads towards core changes such as emerging of free user-created content, live streaming, fashion online shopping, and the change of B2B to B2C fashion marketing. In this article, the problems that occur with the rise of social media, used in our daily life and as a tool for fashion consumption, are shown.An attempt to define the transformation of fashion, which occurred after the interaction with social networks, is made by analysis of the main changes in fashion business after the onset of social media and by quoting the opinion of professionals in the field of fashion.

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