Social media (Instagram) communication strategies of fashion brands

In modern societies, social media plays an important role in meeting the goals of both individuals and institutions. Today, social media is the main tool for organizations to reach their target audience. Together with the rapid change in communication technologies (such as the Internet, smartphone), people interact with each other or with organizations. Through social media tools such as Facebook, Twitter or Instagram, products can be promoted, marketing strategies and interaction with customers. The aim of this thesis via social media of domestic and foreign fashion and apparel brands operating in Turkey (instagram) examines how they describe themselves and their products. In the context of this study, instagram strategies of ready-to-wear brands to be determined in January 2019 were examined. As a method of this study, resource scans (books, journals, electronic resources) related to clothing brands and communication strategies will be made and their own instagram accounts of the identified brands are examined. The domestic brand of koton and the official instagram accounts of Zara stores from abroad were analyzed and their visuals were analyzed by content analysis. The reason why only two companies from Turkey and abroad are hired is for better comparison and better detection of differences. Both companies use more photos in their visuals, more products were introduced, and daily photo sharing was more in working hours, limited interaction with customers. As a result, the use of technology and social networks in the provision of products and services is now an indispensable necessity. It is therefore important to benefit from the Internet and the global reach of the Internet in communicating with customers, employees and business partners. Internet retailing should be emphasized and improved. In Internet marketing, the cost-wage opportunities should be increased, the comfort and confidentiality principle should be applied, the interactive practices and experience should be included and the customer interest should be attracted by the incentive programs. In order to become a brand, the multi-channel strategy should be adopted, so the company's stores and website should support each other. Wireless internet, laptops and mobile phones with internet access should take the form of mobile marketing that can be utilized by all institutions.