Social Media and Influencers: Impact on the Fashion and Apparel Supply Chain

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09/29/2018

INTRODUCTION: GOING VIRAL

The growth of the internet and a hyper-connected, hyper-mediated world poses enormous challenges for consumer products companies. The numbers alone are staggering: 2.2 billion monthly active Facebook users, 1.8 billion monthly logged-in YouTube users, 1 billion monthly active Instagram users, 336 million monthly active Twitter users, 289 million monthly active Snapchat users, 250 million monthly Pinterest users, 173 million monthly active Yelp users.

And that doesn’t count blogs, reviews on retail and brand websites, celebrity appearances and endorsements, and countless other forms of public expression.

Although people have shared their opinions for as long as they’ve had language, they’ve never had so many opportunities to do so as they do today. Telling the world about a product you just bought now takes only one click.