Fostering Meaningful Interactions Through User-Generated Content: Reshaping How Fashion Brands Interact with Consumers

Samar Ghurab () and Raye Ng

Chapter Chapter 4 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 79-100 from Springer

Abstract: Abstract User-generated content (UGC) has emerged as a transformative force within the fashion industry; it provides a dynamic conduit through which fashion brands interact with their audience, foster brand loyalty, and drive sales. This is particularly evident in the democratisation of the fashion landscape. Historically, the fashion industry was characterised by exclusivity in which a limited number of high-end brands dictated trends and consumers passively received them. However, the rise of UGC has shifted this power dynamic, empowering individuals to become active participants in shaping fashion narratives. Platforms like Instagram, TikTok, and Pinterest have provided users with accessible avenues to showcase their personal style, share outfit inspirations, and even collaborate with brands, thus blurring the lines between creators and consumers. This chapter discusses UGC and how these emerging interactive platforms nurture engagement and community building for fashion brands.

Keywords: User-generated content; Fashion; Virtual exchanges; Authenticity; Social influence (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-82467-8_4

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