The role of social media and e-commerce in fast fashion growth

Abstract

This thesis aims to understand how e-commerce and social media have influenced industry expansion by examining how online platforms shape brand visibility, consumer behaviour, and the decision to purchase. This study explores different brands like (H&M, SHEIN, ZARA). The main aim is to know that the rapidly evolving digital market-ing landscape within fashion industry is important in the context of today’s technology-driven consumer culture. This study specially aims the fast fashion market of United State and Europe specially United Kingdom.