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

Ghurab, Samar and Ng, Raye ORCID: https://orcid.org/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. Item availability may be restricted.

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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.

Item Type:	Book Section
Publisher:	Palgrave Macmillan
ISBN:	9783031824678 / 9783031824661 / 9783031824692
Departments:	Institute of Business, Industry and Leadership > Business
Additional Information:	Samar Ghurab, PhD student in digital marketing, University of Cumbria, UK. Dr Raye Ng, PhD, Associate Professor of International Business, University of Cumbria, UK.
Depositing User:	Anna Lupton
Date Deposited:	13 Jun 2025 11:11
Last Modified:	16 Sep 2025 09:30
URI:	https://insight.cumbria.ac.uk/id/eprint/8922