The final problem regarding the use of social media in the fashion industry ties together the previous problems of negative body image and influencers taking over the industry. Overall there is a lack of honest representation of brands due to the desire to be a social media popular brand by using influencers and bloggers. Vogue’s creative digital director even went to say, “bloggers are heralding the death of style” (Fateh). Fashion companies are worried that they are losing control due to bloggers because the bloggers “make their merchandise prominent on social media and by the time the product hits the store shelves the interest of the customer has waned” (Fateh). Fashion companies feel like they no longer determine their sales or how they will be branded online due to the control of bloggers. While some fashion companies feel this way about bloggers, others are eagerly seeking out influencers. Burberry for example “openly admits that is has become as much a media content producer as a design company” (Hope). Brands need to be making sure they are aware of which bloggers are representing their brand and how they will be posting about it. When talking about social media marketing plans, “the question is no longer if and when luxury brands should embrace the digital opportunity, but how they should go about doing it” (Hope). It is better for fashion brands to be honestly represented in social media and the brands should go about this by making sure their relationships with bloggers and influencers do not get out of hand so that they can maintain control over their marketing.
