The idea for this thesis topic was inspired by my passion for both fashion and marketing. Ever since I went to my first local fashion show as a little girl, I was intrigued by the behind-the-scenes of the industry and the creative nature it expressed. Now, being a senior Marketing Communication and Advertising student in college, I have found my love for marketing and business, which is why I wanted to discover how marketing plays a role in the luxury fashion industry.

It is no secret that social media has taken the world by storm. Growing up in a generation that is constantly using social media can be bittersweet, however, I have always enjoyed watching influencers on social media and taking inspiration from their outfits, makeup, DIY projects, etc. With social media influencers being such a dominant marketing force in today’s world, I knew I wanted to implement them into my research project so I can better understand how they help to promote luxury fashion brands. 

As many people scroll through social media every day, they may not be looking for particular marketing tactics used by various accounts which is why I thought it would be interesting to dive deeper into what patterns I could find within the marketing tactics. Analyzing social media influencers on Instagram in regard to the luxury fashion industry felt like a perfect fit for me as it married three things I love (fashion, social media, and marketing) and made the research both informative and exciting to conduct. 

Throughout this research project, I was able to learn critical insights into which marketing tactics luxury fashion brands use when promoting their collections on Instagram. I also learned a great deal about how sponsored and non-sponsored influencers play a role in promoting luxury fashion brands on Instagram in particular. This was exciting for me to learn because after graduation, I am planning to pursue a job in fashion marketing, and understanding the role social media plays in the industry is crucial for any role in the industry. 

Please feel free to contact me with any questions or comments at 

oliviapeix23@gmail.com 

LinkedIn