Table of Contents

Chapter 1. Introduction 2
Chapter 2: Literature Review 5
Communicating Fashion: The Role of Fashion Photography 5
The main characteristics of the 2000s fashion photography boom. 7
Introduction of the fashion photography today before Covid-19 9
Luxury Fashion During and after Covid19 11
Chapter 3: Methodology 15
Chapter 4: Results 20
The Gucci Observation 21
The Chanel Observation 21
The Fendi Observation 22
The Dior Observation 24
Other Brands and Emerging technologies 25
Chapter 5: Discussion 26
References 32
 Abstract

Photography has always played an important role in the fashion business, and it has

made a number of significant contributions to the industry throughout the course of its history.

Peer-to-peer communication has accelerated dramatically as a result of photography. Because

of the internet, and particularly social media, there has been a shift in how consumers and

advertising interact. There are millions of users that subscribe to Facebook, Twitter, and other

social networking websites, and many of them use the services into their brand activities as

well as their everyday lives. The research methodology applied in this paper applied a

qualitative approach in evaluating the shift to peer to peer communication in top luxury brands

and also evaluating the behavior and response of users in the channel where they are being

applied. The result of the study revealed that peer to peer communication is reflected in the

marketing strategies of the top brands and there is a positive outcome in the way fashion

consumers interact with the brands communication technique. Social networking sites such as

Facebook and Twitter provide customers with a public forum through which they can express

themselves and receive access to information that may help them make better educated

purchase decisions. Finding solutions to assist in establishing a successful fashion marketing

plan integrated with peer to peer communication techniques for clothing firms or brands is

critical for any company that wants to succeed. That strategy can be achieved by personalizing

each user's experience based on their browsing habits, profile, location, and previous purchases

in order to increase their happiness with the product as much as possible. Millennials and

Generation Z are the next generation of customers, and businesses must be prepared to

communicate with and serve them.

 Chapter 1. Introduction

For decades, photography has played an essential part in the fashion industry, and it has

produced various contributions to the industry throughout the years. Through photography,

peer to peer communication has developed rapidly. The internet, and particularly social media,

have altered the way consumers and advertisers connect. Facebook, Twitter, and other social

networking websites have millions of subscribers, many of whom incorporate the services into

their brand activities and everyday lives. Social media platforms, in addition, make it possible

to network with peers by linking them to their friends' community, which increases peer to peer

communication (Hofman-Kohlmeyer, 2017). Consumer behavior is shifting as a result of the

emergence of a new, unorthodox route for social interaction through the Web. Therefore,

Fashion photographers contribute to the development of a channel of communication between

fashion designers and the community at large across all channels. It is via the medium of

photography that the online fashion network may be enriched and expanded. Fashion

publications and blogs are an excellent method for anybody interested in the fashion business

to speed on the most recent fashion trends.

The use of influencers has been known to raise the level of peer to peer

communications in social media (Wielki, 2020). When a fashion item is worn by an influencer,

people are drawn to its visual and photography aspects, and they begin to talk about it. Such

may also generate some level of referral activities as it aids those who are passionate about

fashion in learning how to match texture and color to keep up with the trends they enjoy and

assist others who are just starting. Fashion photographers propel their visions within a
continuous practice of modification, resulting in photographs that become timeless and

transcend the realms of fashion illustration (DeLong, 2021).. It was necessary to have someone

else engage them because most of their work was scripted advertorial work. The response of

fashion lovers to the work of Josh Olins, who regularly featured influencers in his shoots,

showed how influencing might instigate mentions among fashion lovers. This age-long

evidence has sprung up new initiatives to provide a platform for experiments in fashion,

design, and fine art, among other disciplines.

Photographers like Angelo Pennetta's photographers have a distinctive style, and they

frequently work with celebrities. Celebrities and the "next big thing" are among his specialties,

and he excels at making them appear approachable (Enke, 2021). . These celebrities are well

respected by the consumer community, and they help in instigating peer to peer

communications. Celebrities like Kate Moss, Gisele Bundchen, Naomi Campbell, and other

'established' models remain dominant in the modeling industry in the United Kingdom due to

their abilities to influence their followers and instigate peer to peer communication.

The transformation brought about by the rise of social media applies to the choice

process of consumers and peer to peer communications. Sites like Facebook and Twitter

provide a public platform in which consumers may express themselves and gain access to

information that might help them make more informed purchasing decisions (Bump, 2020).

Fashion photography can validate or instigate reviews around a product online. Online product

reviews have grown thanks to social media, and they have had a significant influence on

marketing efforts. Peer to Peer communication from the community enhances the reach of

marketing messages and has the potential to modify the information-gathering processes of

consumers. Furthermore, peer to peer communication via social media, a new type of

consumer socialization, has important implications for consumers' purchasing decisions as well
as marketing techniques.

The era of COVID-19 brought in new challenges as well as opportunities. For the first

time in years, fashion photographers found themselves trapped at home devising innovative

methods to keep brands viable. One such method is to try FaceTime shootings and other types

of remote photography to keep the consumer community informed. It is conceivable that the

long-term influence of these technologies on photography will be seen even after the epidemic

has ended because of their enormous potential (Bhattacharya, 2020). These fashion

photographs were applied on social media channels to generate conversations, following, and

likes. The transformation brought about by the rise of social media is applicable to the choice

process of consumers and peer to peer communications. Online product reviews have grown

thanks to social media, and they have had a significant influence on marketing efforts

(Maslowska, Malthouse and Bernritter, 2016). Peer to Peer communication from the

community enhances the reach of marketing messages and has the potential to modify the

information-gathering processes of consumers.

Furthermore, peer to peer communication via social media, a new type of consumer

socialization, has important implications for consumers' purchasing decisions as well as

marketing techniques (Hasan, Haq and Rahman, 2019). The making of fashion videos, made

by fusing sequential photographs, has been applied when working on remote productions. The

development of applications that enable remote photography to be carried out through video

chats has tremendous promise in the future.

This research paper evaluates and analyses the shift of luxury fashion communication

channels peer to peer communication. It takes a historical perspective of fashion brands

through fashion photography, social media, and digitalization. The research suggests that an

integrated peer to peer communications plan should be in place for every fashion business in
order to keep one step ahead of its competition. Digital marketing for fashion businesses has

changed dramatically in recent years (Bhardwaj and Fairhurst, 2010). It is essential for

companies to constantly adapt and innovate to stay one step ahead of the pack. Engagement

with the target audience continuously to improve their impression of the brand is the first step

in establishing long-term brand loyalty. With such a diverse range of tactics available to

fashion firms, it can be challenging to know where to begin planning a digital marketing

strategy for their business. The search for solutions to aid in developing a successful fashion

marketing plan for clothing businesses or brands is essential for brands. Personalization may be

included in the peer to peer communication architecture through the internet experience, the

purchasing experience, and the convergence of online and offline platforms, among other

avenues. The objective is to tailor each user's experience relying on their browsing habits,

profile, location, and prior purchases to maximize their satisfaction with the product.

Generation Z is the next generation of customers, and businesses must be capable of reaching

them.

Chapter 2: Literature Review

Communicating Fashion: The Role of Fashion Photography

Photography has played a key role in the fashion business for decades, and it has made

several contributions to the sector. It provided people with the opportunity to take a close look

at their work and express their opinions on emerging trends. This has assisted a lot of fashion

businesses in portraying the industry in its most natural condition. It has also provided a means

for those businesses to expand and flourish. Fashion photographers help in building a line of

contact between fashion designers and the general audience (DeLong, 2021).

Similarly, fashion designers have the means to make their designs known all over the

world, thanks to the Internet (Crewe, 2013). Prior to social media networks becoming widely
available, individuals could not always keep up with the latest fashion trends because there was

not always a simple method to get engaged in them. Even for individuals who are passionate

about fashion trends and a few others are doing it as well as enjoy attending fashion shows, it

will almost certainly not be possible for some of them to attend every event in every city across

the world regularly.

Therefore, photography was meant to save the day since it provides an entirely new

means of keeping up with fashion trends and model events (Savage, 2021). It allows

consumers to witness every fashion photo shoot without having to attend them physically.

Photographs, rather than films, provide the spectator with the opportunity to carefully examine

their choice of design. They allow the model to walk naturally while also providing the most

satisfactory possible conditions for the costume to be seen. This alone may assist any fashion

business to select or have a presence at any desired fashion event. For those who wish to

attend the most influential fashion events, such as Paris Fashion Week, but lack the finance or

the time to do so, photographs can still keep them updated by displaying unique and trendy

outfits using their sense of style, as demonstrated by the models in the photographs. In the

absence of photography, this would not have been conceivable because words can not

adequately express what a photograph can depict, particularly in the concept of fashion.

Photography contributes to the enrichment and expansion of the digital fashion

community. Fashion blogs and articles are a fantastic strategy for anybody to remain up to date

on the newest trends in the fashion industry. They are often created and maintained by fashion

enthusiasts worldwide (de Perthuis and Findlay, 2019). Because of the rise of fashion

photography, these blogs have had the opportunity to become significantly more prominent by

including images from various fashion shows in their most recent articles. People find the

visual component of a fashion piece highly appealing. Photography may assist individuals
dedicated to fashion in knowing how to blend textures and colors to follow the most trending

style (Kragelund, 2021). Fashion photography is becoming increasingly popular. Additionally,

it assists the luxury fashion business to understand what its clients want and tailors

manufacturing to their preferences.

A luxury fashion business may communicate a message about the quality and

dependability of their products via style, color, narrative, and emotional appeal. When looking

back in time at conventional printed media, luxury fashion had a link with a brand's worldwide

fame by developing a distinct image and tales utilizing their products, which were then shared

with the world (Joy et al., 2012). As an example, in the fashion industry, the campaigns of

Armani, Dolce & Gabbana, and Chanel have had the most visual effect. Regarding the

marketing of luxury products and fine jewelry, Cartier, Dior, and Louis Vuitton stand out

because they have stayed true to the aesthetic process that has helped them become worldwide

recognized companies (Socha and Socha, 2021). The distinctive attraction of each business is

communicated to potential customers via the use of photography. For a fashion tour, the

photographer rarely has complete control over the style of photos utilized on the shoot. A

photographer may specialize in a specific field for which they are well-known in the business.

If this is the case, magazines and designers will actively seek them out for the photoshoots they

desire. In any other case, the sort of fashion shoot will be determined by the overall marketing

objectives.

The main characteristics of the 2000s fashion photography boom.

Fashion photography offers an insight into a daring new universe. The lines were

dissolving between documentary, high art, social criticism, fame, and fantasy, and the limits

were becoming increasingly blurred. There were fewer restrictions and limitations as time goes

on. It is a visually stimulating examination of the exact culture that it is trying to represent
(Fashion Industry Broadcast, 2019). The resulting pictures were visually attractive and

engaging, inviting the spectator to take in the beauty and energy of what is being shown to

them. Fashion photographers are inspired by visions within a continual practice of adaptation,

resulting in photographs that were timeless and beyond the realm of fashion illustration and

illustration. During that period, fashion photographers included fictitious tales in their work.

Their works responded to and portrayed aspects of cultural environment, social discourse, and

the cultural history of the period in question (Morère, 2015). Most of their work was scripted

editorial work, which meant that they had to be drafted by a different person (usually a

magazine) and the photographers had to adhere to specific specifications. Within these

constraints, however, they were able to produce new works that interacted with the genres of

social commentary, documentary and portraiture to maintain the discipline of fashion

photography on the cutting edge of innovation.

The world's fashion capital, Paris, was the primary hub for fashion design in the early

twentieth century, and French designers were beginning to recognize the creative possibilities

of fashion photography. After starting as postcard photographers in 1910, Jules, Louis, and

Henry Seeberger expanded their company to include pictures of aristocratic and fashionable

ladies. They began publishing in important French magazines by 1911 (Hill and Schwartz,

2015). On 23 February, the night of the Grammy Awards, Jennifer Lopez wore a green palm-

printed Versace dress with a neckline that plunged beyond her belly button and into fashion

history, marking the beginning of a cultural change in the fashion industry (Tashjian, 2019).

Although many women likely flocked to the stores to get green, naval-bearing gowns and

fashion tape, it was a crucial and defining event because the entire world desired to see how

Jeniffer Lopez looked in that outfit. It increased the number of searches on Google to an

unprecedented level, to the point where Eric Schmidt, the CEO of Google, later explained that

Lopez's Versace gown at the Grammys was the direct inspiration for Google Images.
 One of the five photographers, known as Josh Olins, makes direct references to pop

culture in his work (ItsNotYouItsMe, 2013). While recalling the 1980s, his style, in particular,

demonstrates inspirations from the work of Richard Avedon and Steven Meisel, both of whom

worked during that decade. Rather than emphasizing the goods they were showing. His

paintings draw our attention to the patterns, sequencing, and seduction that characterize youth,

beauty, and sexuality in particular. Additionally, current attitudes and tendencies were

included; models frequently look indifferent and disengaged in their roles. When Olins creates

a piece, he flips the commodity on its head, congruently showing want and loneliness

simultaneously, a sense that is widespread in 21st-century Western culture. Even though

photographers such as Mario Testino and Rankin were creating the standard for the genre, it is

notable that the fashion photography world is one of the brands that has been sustaining the

appearance of fashion luxury brands. It is also an industry where photographers determine their

careers by shooting for a long period (Highsnobiety, 2021).

Introduction of the fashion photography today before Covid-19

With the digitization of cultures, the prevalence of consumerism, and the shift of value

systems, fashion photography is expressing not just what is explicitly said but also, perhaps

more significantly, what is implicitly communicated. As with the phrase "seeing is believing,"

there is perceived objectivity to photography. As a result of this perception, photography

presents a strong medium for the general public, supporting the belief that purchasing will

make it better/prettier/thinner/adored/popular/prosperous (Joy et al., 2012). The method by

which fashion photography photographs were generated is comparable to that of any other

artistic medium, despite the fact that fashion photography is, in some ways, very superficial.

Historically, fashion advertising has been a medium communication such as publications and

billboards, shouting until one pays attention.

 Advertising in the future, and thus fashion photography in the future, will be part of a

new, enticing combination of digital and multimedia strategy, according to experts.

Photographers got familiar with online channels by merging their artistic vision with the most

up-to-date software science. A small number of photographers, on the other hand, were

rebelling against the recent "digital era," and their photographs appear less digitized and

futuristic than they did in the previous years.

Angelo Pennetta's photographers use a somewhat different style, and they frequently

include celebrities. Pennetta's expertise consists in making celebrities and the "next big thing"

look both approachable and intimate, bringing the spectator into their business while grabbing

the attention of the viewer's as well as recognizing celebrities (Enke, 2021). "His close-up,

closely cropped images provide a sense of individual involvement with each subject: Dree

laying in flowers and a group of men bending over her, their gaze fixed on her from a close

distance. Those pictures in that presentation were representative of a culture that is obsessed

with celebrity and glamour."

Among the many events in the twenty-first century were the 11 September terrorist

attacks, globalization and the impoverishment of the Third World, and the current economic

downturn (2007-2014). This appears to have had a significant impact on fashion in a variety of

ways. Ethical trading practices and environmental policies were influencing consumer

purchasing decisions. Chinese factories were now responsible for the majority of ready-to-wear

clothing production. To escape from financial and political uncertainty, fashion photographers

have resurrected surrealistic or kitsch-style photography, as well as the continued use of

celebrities and long-established supermodels in their work.

Luxury Fashion During and after Covid19

It is important to note that brands such as Off-White and Bape were among the first to
market. Given their popularity with consumers in Asia, where the accessory has been

ubiquitous since the outbreak of Sars in 2003, both brands had been producing fashionable

masks long before Covid-19 hit the scene. Facial masks have become ubiquitous, and fashion

brands have rushed to produce their versions of the now ubiquitous face covering (McKinsey,

2021). However, is it ethical to profit from a pandemic – and will face masks remain

commonplace even after the Covid-19 outbreak? Despite the fact that only a few people can

afford the clothes, millions of people watch the videos. Several photographers, including Irving

Penn, Henri Cartier-Bresson, and Diane Arbus, produced some of their best work while

working on assignments for magazines. Even before the pandemic, the environment had

become increasingly difficult for the creation of outstanding fashion imagery. Budgets were

being slashed in every direction.

However, the fashion industry is currently in crisis: producing too much, moving too

quickly, and offending consumers on a worryingly regular basis due to its inability to pivot

away from a position that champions a censoriously narrow vision of what is beautiful

convincingly. Brands were going out of business, and magazines were going digital-only or

going completely digital. When Vasanth Kumar ( a photographer ) recently established a

photoshoot with a model in Russia from his home in Chennai, he had a language barrier

between the two countries as his main challenge. Although he used Google Translate several

times before his instructions, "Tilt your head slightly upwards!" were finally understood:

Despite this, the shoot was completed in forty-five minutes, with no need for a studio, flights,

travel, or other hotel expenses (Bhattacharya, 2020). A desktop computer and a video-calling

application were all he required in order to capture memorable frames in a room strewn with

lavender, as well as a single white chair in which the model reclined.

Due to social distancing, some photographers who find themselves stranded at home
are coming up with creative ways to keep their businesses afloat, including experimenting with

FaceTime shoots and remote photography. The potential of these technologies is likely to have

a long-term impact on photography, even after the pandemic has passed (Bhattacharya, 2020).

Additionally, this allows photographers to work with models and clients from any location in

the world at a lower cost and with a smaller environmental impact than traveling to exotic

locations. Continuing with his experiments, 25-year-old Edwin J Robert, who works from his

home in Chennai, requested Kavya Ramachandran ( artist and model) in Kochi to balance her

iPhone 8 on a high rim near a window (Jamal, 2020). He then snapped the photo using the

FaceTime app, which includes a built-in feature that allows one to take a picture while on a

video call. A beautiful frame shot showed Kavya sprawled on the floor, with gentle sunlight

filtering through the patterns on her window curtains, capturing her face as she lay there in the

sun.

When the Indian government imposed a nationwide curfew, Europe had already been

placed on lockdown. However, amateur remote photography trials were already underway in

various locations around the world at the time (Jamal, 2020). Among the trials that caught

Vasanth's eye was when an Italian photographer had used the webcam on his desktop to

capture images of people and things in his immediate vicinity and then created collages out of

the images. The quality, on the other hand, was extremely poor. Vasanth went one step further

and experimented with video conferencing software Skype and Google Duo. The overall level

of quality was unacceptable. However, Apple's FaceTime, with its built-in feature to take

pictures while making a call, emerged as a viable alternative across various devices. "Every

other app suggests taking screenshots, which must then be cropped and repurposed," according

to Edwin, who admitted that he was late to the party in terms of adopting the technology.

By the middle of April, the trend had begun to gain momentum in India. Edwin's initial
shoot was with a couple in Italy who were confined to the same house for the duration of the

shoot. It was evident in the frame that they had perfect chemistry, according to Edward. Soon

after, the post received a great deal of attention on the internet. Since many people are confined

to their homes alone at the moment, it appears that portraits are the most popular subject

matter. "Initially, people had a hard time comprehending what was going on. It was my

responsibility to demonstrate that it is possible. Vasanth explains how he came up with a small

portfolio specifically for remote shooting: During the lockdown period, he has killed and

injured people in France, Egypt, Spain, the United States, India and Russia. "Models do not

end the pose abruptly and immediately move on to the next one in this technique”. According

to him, there is a flow to the movements. The impact of these films is then heightened by a

musical background.

Recently, remote photos of actor Shriya Saran, who is currently residing in Barcelona,

taken by Chennai-based photographer and actor Sunder Ramu, drew widespread attention on

the internet (Gowri S, 2020). While Sunder is reluctant in sharing his strategy because he

intends to continue shooting in this manner even after the lockdown, he does suggest that the

next big thing in the industry could be remote photography. Attempting to adapt to the

restrictions imposed by the lockdown was his way of dealing with them. During the previous

weeks, he had also taken advantage of his terrace, photographing everything from birds in

flight to actress Andrea Jeremiah for a photoshoot. She posed at her window, which was some

distance away from the terrace where he was standing, for this purpose.

Sunder prefers to shoot live instead of instructing someone to do so when working on

remote shoots, he says. A second method of implementing remote shooting is creating tutorial

videos for individuals who wish to shoot by themselves. He also explains that experienced

photographers can also turn to consultation by providing advice on how to use available
technologies and natural light effectively to those who wish to shoot themselves. The

development of specific apps that allow for remote photography to be done through video

calls, on the other hand, is something that Vasanth believes has significant potential (Gowri S,

2020). According to Sunder, the medium has already undergone multiple transitions, from

analog to digital and now to mobile phones. He believes that this shift is also one of those

shifts that can be survived. He concludes by saying, "It is critical to remain current and to learn

new techniques in order to adapt".

Chapter 3: Methodology

Rather than quantitative methods of investigation, qualitative approaches were used in

this study. By collecting and analyzing large amounts of data, quantitative techniques enable

researchers to understand participants' experiences and actions better. Whenever possible, these

approaches are used when the primary goal is to explain and understand behavior or activities

rather than quantify them. Our methodological approach answers requests for more qualitative

UGT research, which we believe is needled. Despite the conceptual utility of existing

quantitative UGT research, this study aims to provide rich, in-depth insights into user behavior

and the effect of luxury-brand activity on social media platforms. An online observational

study and in-depth interviews were utilized to collect data to achieve the research objectives.

Predominantly, the first step of data collecting reveals the aloofness of luxury brands,

which serves as the foundation for this investigation. The fact that so many premium

companies have large followings, on the other hand, does not fit into this category. To better

understand what drives users to follow luxury companies, in-depth interviews and theme

analysis were done to determine which users seek demands and gratifications and which luxury

brands are most popular.

First stage: online observations

Online observations of five luxury fashion labels were undertaken to understand better

how luxury brands use influencer marketing, social media, and peer to peer communication.

These luxury brands are Dior, Channel, Fendi, Gucci, and Prada. When investigating how

luxury businesses utilize social media, it is useful to look at content and materials that have

been generated by the firm (Cavender, 2018). Furthermore, it gives information on how luxury

firms connect with their customers or do not interact. More so, online observations give

naturalistic data that may be utilized to gain a deeper understanding of the phenomena under

investigation without the researcher directly affecting the results. This report contains a list of

worldwide brands that have effectively transcended their respective industries.

Geographical and cultural barriers are important considerations. A strong presence in

Asia, Europe, and North America is maintained by all of the brands included in the study.

The brands that were chosen were suitable for the goals of this study as a result. The most

important thing to remember is that Dior, Channel, Fendi, Gucci, and Prada are some of the

most valuable fashion brands in the world. According to a previous study, three social media

platforms— Instagram, Twitter and Facebook—are often utilized by luxury businesses for

digital marketing. These three sites are also popular among millennials. As a result, I was able

to locate the official accounts of the five businesses in our sample by searching these three

social media sites. This search yielded five Facebook, five Instagram, and fifteen Twitter

accounts that belonged to the specified businesses and several other results.

In order to determine whether or not these twenty-five accounts were qualified for

online observations, preliminary observations were carried out on them. According to Sihare

(2017) criteria for acceptable online observations, which imply that appropriate social media

accounts must be interactive, active, diverse, relevant and data-rich, this was accomplished.
According to these findings, one of the detected Twitter accounts, Prada Brasil (a Twitter

account that is particular to Brazil), had been dormant for more than a year at the time of data

collection. As a result, this particular account was excluded from the dataset.

Information in all the social media accounts was analyzed. The term "social media

post" refers to a piece of the basic text published on a social media platform and an image or

photo that is published on a social media platform, as well as a link or a hashtag published on a

social media platform. Every time a user visited a certain account, all of the social media

postings made on that account were viewed. Identifying postings that had been published after

the prior visit was made feasible as a result of this. Each complete post, including graphics,

was copied and analyzed. This got the author acquainted with the narratives that had been

chosen. The information gathered during the first stage of data collection was utilized to help

create the interview questions used in the second step.

Second stage: Interviews

After that, in-depth interviews with millennial customers were performed to determine

which of their requirements were being met as a result of their visits to luxury companies'

social media profiles, interactions with the brands, and their perception of peer to peer

communication techniques. In order to kick off the research, seven pilot interviews were

performed. The results of these interviews were used to assist guide and improve the interview

questions used in the second round of data gathering. Due to the fact that users are aware of

their reality and can transmit information about their media consumption, interviews are

effective research tools for analyzing underlying requirements. Furthermore, in-depth

interviews aid in the investigation of user behavior in realistic contexts.

 This study subject was selected using a purposive sample technique to discover insights

that gave as much evidence as feasible while still focusing on the details of the research issue.

Thirty in-depth semi-structured interviews were performed during the pilot project and second

stage of data collection, for a total of 90 minutes per participant. The interviews took an

average of forty-five minutes to complete. Participants were chosen based on the following

selection criteria, which were utilized to ensure that the process was methodical and

theoretically informed:

● Participants must be active at least once a day on one of the major social media

channels (Instagram, Facebook, Twitter).

● Secondly, participants should be fans of at least three luxury fashion companies that

were observed.

● Participants should be millennials.

We selected the observed accounts’ followers who were also their "friends" on social

media and then engaged them as participants. Then emailed an information sheet explaining

the study to Those potential participants. They were invited to participate in a face-to-face

virtual interview as a result of this communication. After each interview, the participants were

requested to provide the names of any of their friends fitting the standards for that particular

interview. Audio-recorded was used for the interviews with the consent of the participants.

As part of the study, we did not ask participants to indicate which items or services they

had discussed on social media; rather, we focused on the process of peer communication.

Because a cross-sectional design is not useful for examining the processes, we did not

investigate the degree of agent–learner interactions in relation to the type of learning (e.g.,

modeling, reinforcement). However, a cross-sectional design does facilitate an investigation

into the level of agent–learner interactions.

 Participants were asked to provide specifics about their peer communication, such as

the website on which they participated, the participants with whom they communicated, the

topics about which people communicated with those peers, the close relationships they had

with the peers (e.g., strangers, friends), and the importance of those relationships to them. They

were also asked to provide specifics about how often they communicated with peers. Other

questions were about social media website browsing habits and demographics such as income,

age, gender, and educational level of respondents. After completing the survey, participants

were asked to supply further personal information to be entered into the prize drawing.

Information Gathering and Analysis

The process of information gathering was applied to do data analysis. The data that had

been obtained via the observations done online served as the starting point for the study.

Articles and postings were coded based on their content. Through the approach, the topics were

determined. The information was categorized into probable themes and organized based on the

topics under discussion. The data from the interviews were integrated into the second step of

the data analysis process. From the second step, an in-depth examination was carried out by

finding themes. Specific keywords included "leisure", "communication", "marketing

strategies", "social media", "branding", "admiration for branded content,"and "influencing".

The goal was to assess the relevance of the topics and the accuracy of the data

interpretations presented. The purpose of the evaluation was to guarantee that the coding was

completed consistently. Finally, there was an attempt to settle all inconsistencies that may have

arisen due to the use of the initial two steps. This helps identify and analyze the most important

debates about the uses and gratifications of luxury goods and their implications. Following
such a strategy emphasized the most important information and provided an accurate

representation of the situation.

Customers who are frequent social media users platforms were the target audience for

the data gathering (Appel, Grewal, Hadi and Stephen, 2019). In recent years, internet usage has

risen significantly; current projections show that the number of social media users globally is at

3.89 billion, with a 10% year-on-year increase. Daily, new social media networking websites

are launched. Businesses are taking full advantage of this new technology to market their

brands and products to a wide range of social media consumers (Harrison and Hedley 2011).

Participants were brought to an invitation and instructions page after clicking on the

link provided in the email. Participant eligibility was determined by a screening question that

asked: "Did you visit one of the listed social media networks in the previous six months to

obtain information on any product, service, or activity that you were interested in?"

Participants who may never have used any social media sites were exempted. Those who

selected "yes" were asked to continue the survey; those who selected "no" were instructed to

end it immediately. Participants were entered to win a laptop from the survey sponsor as an

incentive for completing the survey.

Chapter 4: Results

According to the International Telecommunication Union, more than 34% of the global

population presently utilizing social media (Sanou, 2015), and 1.2 billion active users

accessing the social media platform monthly. Brands like Orange, Zara, and Starbucks strive to

engage with consumers and improve their brand communication via social media platforms

(Schivinski and Dabrowski, 2015). Through the use of social media, traditional business

communication is being revolutionized. Customers are increasingly influencing how

companies connect on the internet, which was formerly regulated and monitored by marketing
departments and advertising agencies. Over the last several years, traditional one-way

communication has been replaced by multi-dimensional, two-way, and peer–to–peer

communication methods (Schivinski and Dabrowski, 2014). This article examined this article,

which was produced in reaction to recent advances in marketing communication, the effects of

company and consumer brand communication via Facebook, which is the most widely used

social networking on the internet. Due to the fact that one type of social media communication

is handled by the firm, while the other is independent of the company's administration,

distinguishing between the two is important.

The Gucci Observation

Gucci entered China's social media game late, but the brand has quickly established itself

as a leader in terms of aesthetics. Apart from that, Gucci has managed to establish a connection

with China's young people, something no other luxury brand has done. For the most part,

Gucci appears to grasp better than the majority of luxury companies that peer to peer

marketing on social media is not only a marketing tool but rather an extension of its brand

(Whaley, 2018). Because they are pushing the boundaries of current youth-focused luxury

fashion in the context of influencers and social media users, they have enabled possibilities for

discussions to emerge around their brand. Gucci appears to create its clothes in a way that

encourages social sharing as well (Samaha, 2020). The most remarkable is that Gucci's

dominant performance is a phenomenon that has spread around the world. The brand has been

working perfectly, and other luxury businesses would be well to note what they are doing.

The Chanel Observation

Brands like Chanel are reconsidering their marketing strategies to promote peer to peer

connections (The Essential Guide to Marketing Strategy, n.d.). Chanel's outstanding

engagement rates in March 2018 were mainly due to the brand's modification of its long-
standing policy of not paying social media influencers, which was partially responsible for the

brand's remarkable engagement rates. Before March 2018, Chanel maintained a rigorous non-

paid product that qualifies influencer marketing policy that prohibited paid influencers. Despite

the fact that non-paid product seeding may provide tremendous benefits to companies who use

it effectively, there are many disadvantages to using this strategy. In most situations,

companies that participate in non-paid product seeding cannot regulate influencers' posting

schedules, post content, or posting methods, such as paying supporters with rewards for

participation (Whaley, 2018). Since Chanel changed their policy to compensate influencers for

their posts, they have taken control of the planning process, which has, unexpectedly, resulted

in significantly improved engagement rates.

The Fendi Observation

Peer to peer communication was on the minds of the designers of Fendi, an Italian luxury

fashion brand (Wilson, 2020). Regardless of how improbable a candidate may seem given its

92-year-old age, one company appears to understand how to deal with the new paradigm. They

are always evolving to retain young millennials interested in the brand by updating its

traditional appearance. Creative features such as the Fendi "bag bug" charms and tiny bags

have become essential accessories for streetwear fashion gurus in recent years. What exactly is

the brand's secret? According to Fendi CEO Pietro Beccari, who recently spoke with Business

of Fashion China, influencers and digital marketing are essential in today's world. "Online and

social media marketing has risen to become the focal point of promotion, particularly in China

(and other Asian countries)," he explained. "This is the most efficient and effective method of

increasing brand recognition. It is my belief that you can convey your branding to millions of

followers through one influencer (not only as assessed by the fan base, however as evaluated

by the fan type) and that Fendi will only invest more in digital marketing.
 The partnership with the Chinese influencer known as Mr. Bags for the “Kan I” leather

shoulder bag has bolstered Beccari's belief in the abilities of Chinese influencers. According to

the financial report released by Fendi's mother company, LVMH, during the first half of 2017,

maintained its excellent growth while expanding its leather goods offerings, particularly with

the launch of the “ Kan I model. It functioned in the following ways. During the Fendi

Spring/Summer 2017 display in September 2016, the Kan I model made its debut (Mower,

2021). By one Weibo user, the bag was described as "a bag with an Asian style."

Several weeks before the bag's launch in March, Mr. Bags posted an article on his

WeChat account that featured a video discussing the partnership, his first appearance on video

(Chen, 2018). His WeChat account had over 100,000 page views as a result of the post. To

emphasize the bag's usefulness as a present, Mr. Bags mentioned how a lover might utilize the

colorful trademark Kan I strap as a flirtatious approach to entice a partner to his side of the

table. Another perk provided by the firm was a unique offer to Mr. Bags fans of 30 limited

edition bags in a pink floral motif, which were only available through the brand.

Collaborations like this demonstrate how companies are increasingly leveraging

influencers' fans and platforms to reach a larger audience while also giving influencers a little

leeway to connect with audiences in their unique way (Chen, 2018). When Mr. Bags wrote his

letter to his followers, he included personal information such as facts about his own experience

with Fendi, when he went to the brand's Milan fashion show at age twenty-two and also was

hauled to the front row by the company's CEO.

The Dior Observation

Dior Despite the uproar, Dior has consistently been rated favorably by Chinese

customers, according to market research. In late March 2018, Dior staged their first-ever

China-based Haute fashion show in Shanghai, marking the brand's debut in the country
(Whaley, 2018). The exhibition was part of a larger effort by Dior to present a younger, more

trendy image in the Chinese market. In addition to bringing many fashion industry insiders to

the show, Dior broadcasted the event live on the internet and invited influencers from the

popular video app Douyin to the afterparty.

Brands that engage in peer to peer communication recognize the need to gain a thorough

understanding of the market and are more likely to develop digital activities aligned with their

DNA while also garnering positive feedback from customers. Because of a variety of factors,

the Dior Beauty live broadcast of its "see now, purchase now" event in Chengdu, via a WeChat

mini-program, came across as an exceptionally successful campaign. An hour-long WeChat

live stream featuring Dior Beauty's creative director Peter Philips and more than three hundred

influencers garnered more than three million viewers (Nicoletti, 2019). It was also able to

acquire useful information from the event attended by sixty percent women, thirty-eight

percent millennials, and twenty percent Generation Zers - all of whom were relevant targets.

Peer to Peer communication also provides immediate and reliable feedback, which is essential

for developing the most effective follow-up strategy. This is the point at which followers' and

customers' input is acknowledged and incorporated into a follow-up strategy.

Brands are aware that peer to peer marketing may go badly, and they utilize the

information gleaned from such mistakes to enhance their strategies. For example, at the release

of the Dior Saddle bag in China, fashion fans expressed dissatisfaction with the quality of Dior

video input from blogger Elle Lee, which was part of a wider influencer collaboration made on

the occasion (Nicoletti, 2019). However, the company rapidly learned from its mistake. It

returned a few months later with a highly intriguing Lunar New Year initiative that was far

more in line with the preferences and expectations of Chinese customers than the first. peer to

peer marketing across cultures nowadays necessitates a multiple flow of information. The

result is a two-way communication channel between brands and their customers and several
other ways around. This gives a clear picture of engaging with targeted consumers on a deeper,

more emotional level.

Other Brands and Emerging technologies

Lil Miquela, the first virtual influencer, was recreated in 2016 by Brud, a robotics firm

based in the United States. It quickly rose to prominence as one of the world's most well-

known virtual influencers and the nineteen-year-old robot from Los Angeles, as she called

herself and was able to cooperate with high-end labels such as Prada, Moschino, and Chanel

due to her 1.5 million followers (Formentini, 2020). For the first time, she showed on

Instagram that she was a genuine person rather than a model or singer. According to the

inventor, this innovation appeared to be a potentially successful form of communication that

may alter the structure of current influencer marketing (Whaley, 2018). These digital

influencers have been populating the social media space for some years, particularly on

Instagram in Western countries and WeChat in Asia. Because of these fictitious characters,

who are actual works of graphic design and artificial intelligence, persons who do not exist

have been given life.

Companies employ metrics as key performance indicators (KPIs) before the

commencement of the campaign to identify influencers and after the campaign has begun to

assess the effectiveness of the strategy once it has been put in place (Dopson, 2021). "The

number of followers and the number of interactions with a post are the most frequent metrics

used to assess the reach and effect of an influencer," according to Gräve (2019). It is possible

for anybody to see the number of followers, likes, comments, or views of content, depending

on the social media platform under consideration. In addition, there are services such as

socialbakers.com, socialblade.com, and influencerdb.net that routinely gather this sort of

information and compute additional metrics on an ongoing basis. They are particularly
advantageous since they are open to the public, are easily interpretable, and are comparable

across a wide range of social media platforms, which is an important benefit.

Chapter 5: Discussion

The result and analysis section shows the key strengths and limitations that guide the

direction that brands should take in implementing the most successful communication

techniques in the fashion industry. Every fashion brand needs to have a solid marketing plan

with peer to peer communication strategy integrated into place in order to stay one step ahead

of its competitors (Rajagopal, 2019). A sound plan will not only assist them in staying afloat in

most channels and touchpoints such as in eCommerce. Such a strategy would enable them to

grow and flounder in the midst of chaos. This is because the landscape of digital marketing for

fashion brands has shifted dramatically in recent years, and it is critical for brands to

continuously adapt and evolve in order to stay ahead of the competition. Digital marketing

would continue to be regarded as an essential component of the entire plan (Rathnayaka,

2018). Due to the large number of companies that have gone digital, brands must recognize the

need to stand out from the crowd.

Peer to peer communications are applied in Influencer marketing. Through influencers,

processes through which customers engage with other customers by recommending products or

services can be initiated (Wielki, 2020). Retargeting is an essential aspect to be considered.

Within the influencer marketing framework, brands can target visitors by presenting reminder

ads that prompt them to recollect a product they previously viewed on the internet while they

were browsing. For example, after getting the influencer to wear and shoot a product, followers

begin to mention the brand. It may be essential to add a retargeting marketing strategy to

bolster the existing peer to peer communication and influencer marketing systems. These
strategies assist in increasing turnover, and an excellent retargeting strategy may result in a

significant return on investment.

In order to successfully target the right market segment, brands need to collaborate with

fashion bloggers and vloggers that have a following that is comparable to the sort of clients

they want to attract. This will make clients get talking about the brand, a key component of

P2P communication is a word of mouth which has long been used in traditional marketing.

Now with social media, P2P has transformed into a business game (MajlesiRad and Haji pour

Shoushtari, 2020). The heart of P2P’s excellence is that people trust a person like them.

Family and friends are the most trusted recommendation source, but influencer marketing is

the primary path to get into that circle. Influencers are regarded as a reliable source of

information by their followers, and many will choose this format over more traditional ways of

marketing, such as traditional television advertising. While they can assist in increasing sales

by evaluating or suggesting items, brands will also have the opportunity to market their

products to a new set of potential clients. If they choose an appropriate influencer, they would

have the potential to generate new consumers and recurring ones.

Peer to peer communication requires engaging With an Audience. The first step in

developing brand loyalty is to engage with the audience. The goal is to consistently connect

with the target audience to enhance their brand perception (Hofman-Kohlmeyer, 2017). It is

this strengthened sense of belonging that helps to promote more purchases. It is most beneficial

to display initiatives that connect and resonate with the target audience to engage them

successfully. Engage on Facebook, reply swiftly to remarks on Twitter, and emphasize the

value proposition. Digital marketing for fashion businesses is filled with a plethora of different

techniques that brands may take, making it quite tough to determine where precisely to begin a

campaign (Sihare, 2017). Brands need to look out for solutions to develop a successful fashion

marketing plan for clothes firms or brands.

 One of the most attractive aspects of remarketing is targeting people who have

previously visited the store or website in the past. One knows straight away that one is dealing

with a viable prospect. Additionally, one is boosting the likelihood of conversion over a

standard ad. One displays something they are currently looking at rather than a random item

they may or may not be interested in converting. On the other hand, remarketing provides

increased brand exposure, better audience targeting, greater conversion rates, and an enhanced

return on investment.

Social media marketing for fashion brands is a must-have. It must align with the

influencer and peer to peer communication strategy. Non-stop communication with an

audience and the development of a relationship with them are possible through social media.

Certain platforms, such as Instagram, may also be used to showcase products. Additional

integration options include Facebook, and Pinterest, which allow the audience to purchase

items directly when they find something they like while browsing through pictures and

catalogs.

As a result of fast developments in technology such as artificial intelligence, we are

presently undergoing a technological revolution that will last for decades (AI). Artificial

intelligence needs to be integrated into the peer to peer communication protocol. Consider the

case of chatbots configured on the website to function as 24/7 customer care representatives,

guiding clients through their purchase journey. If any of the users have a query, they will be

happy to assist them (Dwivedi et al., 2021). A human representative can then take over if they

are unable to answer the question themselves.

As luxury brands, the peer to peer communication system must be linked to customized

suggestions or promotions. Seventy-five percent of customers want businesses to personalize

messaging, offers, and experiences for them. Beyond the fact that personalization will increase

sales, it is vital to understand that consumers do not only want personalized messages that
include their names; they want their whole experience to be personalized. In order to

understand them and their preferences, one must first determine whether or not the product or

service promoted is something they are interested in. When it comes down to it,

personalization distinguishes effective fashion marketing initiatives from unsuccessful ones.

Brands must concentrate on visuals. For all companies, visuals are crucial, but for

fashion brands, which rely on aesthetics to attract and retain customers, visuals are even more

critical. Luxury brands need to understand the need to upload high-quality graphics and seem

professional. This can include images, videos, and other media. The contents generated,

graphics and photos must speak to the product most positively. The most effective digital

marketing is the one that invests the most in the creation of high-quality content. Content will

be king in this area, and companies will want to make the most of it, whether generated in-

house or by users or influencers and distribute it through the appropriate channels. It will be

necessary to use creativity and data science techniques to assess the performance of content

across various platforms to maximize performance.

Brands use dynamic attribution techniques across various media channels, allowing for

the most efficient allocation of resources throughout the customer journey (Colella, Amatulli,

and Martinez-Ruiz, 2019). As a result, it is necessary to dynamically modify the media mix

throughout marketing campaigns and during the many stages of the product life cycle and

employ tactics that are suited for each step of the process. Predictive analytics must identify

information about consumers' prior purchases. For example, gives a wealth of knowledge that

may be used to segment audiences and execute customized marketing campaigns in this

context. By combining data on customers from in-store and online transactions, brands may

gain a complete picture of their customers and market trends. This may be utilized to optimize

supply as well as to give the most relevant and tailored suggestions for future purchasing

decisions.
 Personalization may be integrated within the peer to peer communication framework

through the browsing experience, the purchase experience, and online and physical channels

(Ziaie, ShamiZanjani, and Manian, 2021). In both advertising and marketing, best practices in

targeting and customization emphasize segmenting the audience (often into exact groups

depending on the purchase route or location) to increase sales effectiveness. Personalization

requires that peer to peer customer communications with fashion brands businesses must be

able to be tailored to the individual customer across all channels. It is necessary to personalize

each user's experience based on their profile, location, browsing habits, and previous

purchases. It is recommended that personalization efforts be concentrated within the peer to

peer communication framework.

According to socialization theory, people learn about consumption-related behaviors

and attitudes through gaining knowledge and interacting with socialization agents (Gudmunson

and Danes, 2011). Consumers learn their beliefs, attitudes, and abilities by seeing others or

consuming different media, notably social media platforms. Individuals are socialized to

embrace specific actions or intentions through various mechanisms, each of which is distinct.

So, rather than seeing social media as a complimentary channel, brands must begin to see it as

a distinct and parallel channel with its own identity, which moves across platforms and has its

unique dynamics, rather than just a complementing channel.

Regardless of whether or not the pandemic and the ensuing lockdown have disrupted

the logic (and freedom) of purchasing in physical stores in many countries, we must continue

to talk about omnichannel marketing because brands must pay attention to both the digital and

physical lives of their customers. Not just digital but also integrated strategies are being

pursued. It is no more a matter of whether or not diverse promotional forms should be

integrated into a cohesive and coherent communication system, but rather of how. Consumers
in the fashion and luxury industries want a completely conversational, customized purchasing

experience that is comprehensive and exclusive (Dwivedi et al., 2021).

Peer to peer communication includes the written communications that peers give to one

another in a social media environment providing the consumer with information about opinions

and purchasing behaviors. Research has shown that learning mechanisms through social Media

entail social interaction systems, reinforcement, and modeling. So consumers might model

themselves after their peers by purchasing the same brand of a particular product or avoiding

other brands altogether to be like peers. Therefore, brands must ensure the consistency of all

brand material across all mediums. They must synthesize data coming from many sources and

put them into marketing automation processes to generate leads. Brands need to apply

customer-centric strategies by leveraging data and technologies to make increasingly

segmented and targeted messages. Efforts must be channeled into reducing response times to

market trends and demands and provide valuable support to decision-makers, who can thus

base their strategies on objective data.

Brands need to understand the importance of the workforce. They need digital

marketing experts that have received vertically specific training, such as data scientists and

content managers (Liu, Shin, and Burns, 2020). The introduction into the fashion business of a

new type of customer referred to as digital natives have resulted in a greater emphasis on

talented personnel. For the Y and Z generations, businesses are using ad-hoc targeting

techniques to reach out to such audiences. Being able to reach new customers is motivated by

financial concerns. However, it is motivated by moral, ethical, and value considerations. Thus,

it will counter the trend of fast fashion, against which the essential and credible voices of

sector leaders (including Giorgio Armani) are largely expressing themselves and incorporating

their point of view into the processes of brand creation.

 Conclusion

Through photography, the online fashion community can be enriched and expanded. A

growing number of people are interested in fashion photography. It assists the luxury fashion

industry in better understanding what its customers want and tailoring manufacturing to meet

those needs and expectations. Style, color, narrative, and emotional appeal are all effective

ways for a luxury fashion business to communicate a message about the quality and

dependability of their products. When it comes to photography, there is an element of apparent

objectivity, similar to the expression "seeing is believing." This impression leads to

photography being a powerful medium for the general population, promoting the notion that

purchase will make it better/prettier/thinner/adored/popular/prosperous (or all of the above).

Despite the fact that fashion photography is, in some respects, quite superficial, the process by

which fashion photography photos were created is analogous to that of any other artistic media,

including painting, sculpture, and photography. Traditional fashion advertising has been one-

way communication methods, such as billboards and magazines, that yell until someone pays

notice. This has changed recently. When photographers combined their artistic vision with the

most up-to-date software science, they were able to get familiar with digital channels. Digital

marketing for fashion brands is a necessity for every thriving company. Influencer and peer-to-

peer communication strategies must be included into the overall plan. Social media platforms

make it possible to communicate with an audience on a continuous basis and to build a

relationship with them over time. Various social media sites, such as Instagram, Facebook,
Twitter and Pinterest allow customers to purchase things straight from websites when they see

something they like while looking through photos and catalogs on those channels.

In this study, qualitative techniques were utilized to gather information. Quantitative

methods allow researchers to gain a deeper understanding of participants' experiences and

behaviors by collecting and analyzing huge quantities of data. The aloofness of luxury

companies is revealed most prominently in the first phase of data collection, which serves as

the foundation for this research. In order to get a better understanding of how luxury fashion

businesses employ influencer marketing, social media, and peer-to-peer communication, online

observations of five luxury fashion labels were conducted. Dior, Chanel, Fendi, Gucci, and

Prada are some of the most prestigious luxury brands in the world. Generally speaking, a

"social media post" refers to a piece of basic text that is published on a social media platform,

as well as an image or photo that is also published on a social media platform, as well as a link

or hashtag that is also published on a social media platform. It is necessary to engage with an

audience in order to have peer to peer communication. In order to build brand loyalty, it's

important to interact with your target audience right away. The objective is to maintain a

continuous connection with the target audience in order to improve their perception of the

brand.

Market research shows that brands that engage in peer-to-peer communication

recognize the need to gain a thorough understanding of their customers' needs and are more

likely to develop digital activities that are consistent with their brand DNA while also receiving

positive feedback from their customers. Personalized communication may be included into the

peer to peer communication framework through the browsing experience, the buying

experience, and through the use of online and physical channels, among other methods. In both

advertising and marketing, best practices in targeting and customization emphasize segmenting

the audience (often into specific groups based on the purchase path or geography) in order to
enhance the efficacy of sales campaigns. When it comes to premium brands, the peer-to-peer

communication system must be linked to personalized recommendations or promotions.

Customers want businesses to customize messages, offers, and experiences for them, according

to a survey conducted by Forrester. It is critical to recognize, in addition to the fact that

customization will improve sales, that consumers do not only want unique messages that

include their names, but they also want their entire experience to be individualized. It is

necessary to first identify whether or not the product or service being advertised is something

they are interested in in order to better understand them and their preferences.
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