Fashion design and fashion industry: The impact of social media on customer behaviour and its current role in the fashion industry

Abstract This article examines the effects of social media over time and their profound impact on marketing, fashion design, and societal values. Social media is deeply integrated into everyday life across all age groups, with a particularly strong influence on young people. These platforms have transformed traditional advertising, fuelled new economic models, and driven technological advancements such as augmented reality and artificial intelligence. They have become essential in shaping digitally-driven fashion trends, promoting sustainability, and enhancing personalised experiences. However, challenges persist, including negative impacts on mental health, the spread of misinformation, and issues with data protection and identity theft. The future of social media is also moving towards decentralisation and niche communities, reflecting a shift towards more personalised and ethically aware digital interactions. The oversaturation of audiences with online advertisements has led to the emergence of niche markets and the dominant trend of micro-influencers. The role of fashion is expected to evolve, emphasising functional, culturally diverse, and holistic approaches that go beyond aesthetics. The constant dynamism of this environment ensures that social media will continue to influence our decision-making, perception of trends, and the fashion industry, while also reflecting broader societal changes and emerging individual identities. This study employs a mixed-method approach, including three conducted questionnaires that highlight significant changes in consumer behaviour. The findings suggest that alongside the increasing influence of new technologies and artificial intelligence, there is a growing desire for offline experiences, authenticity, tangibility and personalisation. The methodology, results, and conclusions presented provide a comprehensive understanding of these shifts, though predicting future developments remains challenging.