• Fostering meaningful interacti...

Result: Fostering meaningful interactions through user-generated content: reshaping how fashion brands interact with consumers

Title:
Fostering meaningful interactions through user-generated content: reshaping how fashion brands interact with consumers
Authors:
Ghurab, Samar, Ng, Raye
Contributors:
Ozuem, Wilson, Ranfagni, Silvia, Millman, Cindy
Publisher Information:
Palgrave Macmillan
Publication Year:
2025
Collection:
University of Cumbria: Insight
Subject Terms:
005 Computer programming, programs & data (incl. web design), 302 Social interaction & communication skills, 304 Factors affecting social behavior, 382 International commerce
Document Type:
Book book part
File Description:
application/pdf
Language:
English
Relation:
https://insight.cumbria.ac.uk/id/eprint/8922/1/Ghurab_FosteringMeaningfulInteractions.pdf; Ghurab, Samar and Ng, Raye ORCID logo orcid:0000-0002-2942-0434 (2025) Fostering meaningful interactions through user-generated content: reshaping how fashion brands interact with consumers. In: Ozuem, Wilson, Ranfagni, Silvia and Millman, Cindy, (eds.) Sustainable digital marketing for fashion and luxury brands: theory and practice. Palgrave Macmillan, Cham, Switzerland, pp. 79-100.
DOI:
10.1007/978-3-031-82467-8_4
Availability:
https://insight.cumbria.ac.uk/id/eprint/8922/
https://insight.cumbria.ac.uk/id/eprint/8922/1/Ghurab_FosteringMeaningfulInteractions.pdf
https://doi.org/10.1007/978-3-031-82467-8_4
Rights:
cc_by_nc_4
Accession Number:
edsbas.8D2D6F41
Database:
BASE

Further information

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.