Word of mouth
Labels were now able to connect and build lasting relationships with customers at the push of a button. Initially, social media was believed to be damaging for the fashion industry because regular consumers could post critical comments about products and designs. However, some observers argue that despite these potential drawbacks, social media is a powerful opportunity to reach and engage a wider audience (Mohr, I; 2013). The Internet, as a means of advertising is able to reach a much wider, diverse group of people, as there are far fewer limitations compared to traditional print media. For example, people in their own homes using the Internet are able to access almost anything compared to previously having to go out and purchase fashion magazines to access the same content. Word of mouth is one of the most powerful sources of information to influence consumers decisions. Information on particular products can easily accessed by consumers on social media, which can either make or break reputations. "Word of mouth -- interpersonal communication about products and services between consumers -- is one of the most influential sources of marketplace information for consumers. Regardless if bad or good these messages can go viral" (Arndt, 1967; Alreck &amp; Settle, 1995)