sely with fashion bloggers and social media influencers. This is where the brand is different to Burberry as although they do have celebrity appearances they focus more on the realistic and more relatable bloggers and influencers. Over the past couple of years, I would say that brands and fashion houses have realized the impact and importance of social media when advertising their brand and products. Therefore, brands utilise the connections they have with reality stars, bloggers and social influencers and use it to their advantage by using them to promote the products and almost make them the fact of their brand. “The importance of fashion branding on social media is becoming even more pronounced as networks like Instagram are revolutionising this field.” (Carter-Marley, 2015.) In terms of the market this strategy this will increase sales to the brands target audience, social media helps this happen because they can approach the right people. An example of this happening recently is after the ITV program ‘Love Island’ where everyone who was on the program came out with a huge following and were not long after, seen to be promoting all sorts of brands all over their Instagram. The importance of building relationships with a target audience is so that they can remain loyal and will always be interested in the latest products that are available. Using the participants from a program like love island to promote products is a clever idea because they know that the fame will be quick and the attention will come all at once for a short period of time, meaning a lot of people will see the brand quickly. Pretty Little Thing as they are constantly using influencers and bloggers to promote and wear their clothes, as they know that their audience is young and fashion forward. This also means that they are constantly bringing out clothes that are very much on trend and ‘the in thing’ to wear. Another tactic used by these online brands is to give these influencers discount codes for their audiences as a way of enticing people to shop on their website. “Social media is an incredible tool at the fashion industry’s disposal for marketing. By leveraging social media brands can take control of public perception which is one among the many important factors in fashion marketing.” (Recklies, 2006). By having the control over the marketing process, brands can pick and choose who they want to promote the products and think about who will appeal most to a target audience. By doing this the brand are also able to control opinion and perc>