1. Introduction

With the rapid development of digital technology, the marketing promotion methods of the fashion industry have changed significantly. Traditional marketing strategies, such as magazine and fashion shows, are gradually being replaced by social media promotion, such as Instagram and TikTok. These social media have already become the main and important tools for fashion brands to get in touch with targeted consumers. In addition, the growth of digital business enables enterprises to sell their products to consumers directly. This means that digital platforms have become one of the most important affections for whether fashion brands have the ability to survive in a competitive industry atmosphere [1].

Research on digital marketing in the fashion industry has revealed several key trends and strategies.

First, Mao et al. conducted an empirical study on Instagram, demonstrating that the emotional and social values embedded in branded content significantly enhance Generation Z’s purchase intention, with social value exhibiting the strongest effect [2]. Their findings underscore the critical role of social identity construction in visual centric platforms for engaging younger demographics.

Second, Liu and Zhang developed a hybrid deep learning based recommendation system that integrates user ratings with sentiment analysis of reviews, achieving 89.3% accuracy on the Movie Lens dataset. This approach provides a technical foundation for optimizing personalized marketing algorithms, particularly in addressing the "cold start" problem [3].

Next, Bárbara Castillo-Abdul et al. analyzed and revealed that transparent data collection policies increase consumer trust by 37%, directly boosting conversion rates by 22% [1]. This work offers actionable insights for balancing data-driven marketing with privacy preservation.

Furthermore, Sergio CamposCordobs et al. proposed an IoT-enabled Realtime analytics framework [4]. Case studies showed a 40% improvement in supply chain responsiveness, highlighting transferable methodologies for consumer goods sectors undergoing digital transformation.

Oiyan Lau and ChungWha, compared livestreaming commerce behaviors in China and South Korea [5]. Chinese consumers were more influenced by streamer charisma (β=0.42), whereas Korean users prioritized product information quality (β=0.38). These findings emphasize the need for culturally tailored engagement strategies.

Lidgren and Major demonstrated a 28% increase in customer lifetime value (CLV) through integrated online offline data utilization in the Swedish market [6]. Their study identified data synchronization timeliness as the primary success factor for such strategies.

Previous studies have extensively explored how brand-controlled content in digital marketing (e.g., advertising campaigns, KOL collaborations) shapes consumer perceptions. However, academic research has yet to systematically analyze how user-generated content (UGC) this grassroots, nonbrand narrative reconstructs the power dynamics between brands and consumers in the fashion industry, particularly in this unique sector where female consumers account for over 70% of the market yet frequently demonstrate a lag in feminist awareness.

Based on this, this study will focus on the following key issues:

(1) The Disruptive Effect of UGC: An in-depth analysis of how social media UGC (e.g., cultural critiques on social platforms) exposes historical brand controversies (e.g., Coco Chanel's public condemnation of miniskirts as "designs meant to please men" and products of the male gaze) and creates sharp conflicts with contemporary feminist opposition to the objectification of women's bodies, ultimately deconstructing and reconstructing mechanisms of consumer loyalty.

(2) Modernization of Brand Heritage: By evaluating digital marketing strategies (especially through UGC and social movements), this study proposes a "digital archaeology contemporary reconstruction" solution to explore how brands can employ UGC-driven participatory narratives to achieve cross-generational dialogue about values while preserving their design DNA.

(3) Theoretical Significance: This research will combine feminist media studies with digital marketing theory to advance academic discussions on how UGC transforms brand narrative perspectives in gendered industries.

(4) Practical Significance

At the practical level, this study will provide the following important references:

(1) Implications for Traditional Luxury Brands: Whether traditional fashion shows long considered the pinnacle of brand prestige still hold greater commercial value than digital-first marketing campaigns? How to validate through empirical data the balance between progressive brand image enhancement and design integrity maintenance in offline shows (e.g., plus-size model presentations). How can Luxury Brands address the industry debate on whether "political correctness undermines aesthetic authority"

(2) Implications for Emerging Designer Brands: This study develops a "UGC Leverage Index" to quantify how supporting grassroots feminist creations (e.g., sharing Body Positivity users' outfit posts) can be optimized; provide a roadmap for leveraging UGC and feminist marketing strategies to "punch above their weight"; and help emerging brands compete with established players despite limited resources

(3) Impact of Different Feminist Expressions: By analyzing viral UGC cases (e.g., Balenciaga's deconstruction of gender norms through cyborg aesthetics vs. Prada's elite feminist image), this study aims to redefine how brands balance tradition and progress in the post #MeToo era.

(4) Research Innovation: The study will challenge the industry assumption that "offline shows are irreplaceable," proposing instead a hybrid digital age model where the communicative efficacy of UGC is becoming the key determinant of market influence. By analyzing user behavior and content dissemination on the platform, research can reveal the formation and evolution of market trends, helping brands to catch trends promptly. Secondly, the in-depth study of these data can help brands gain insight into consumers' preferences and purchase decision-making process and provide a basis for brands to formulate accurate marketing strategies. In addition, digital media platforms have not only changed the mode of fashion communication but also profoundly affected fashion culture and social concepts. What impact does the process of digitalization have on the public's aesthetic perception, and do these impacts reflect the changes that scientific and technological progress can bring about in human society and mass psychology?

2. The impact of digital media platforms on the fashion industry

2.1. Formation and evolution of market trends for the fashion industry in the digital age

Digital media platforms have significantly changed consumers' shopping habits. Emerging shopping methods, such as social e-commerce and live streaming, enable consumers to directly obtain fashion information and complete purchase decisions through the platform, greatly simplifying the shopping process. At the same time, digital media platforms have increased consumer engagement by enhancing the interaction between consumers and brands, and the rise of user-generated content (UGC) and the influencer economy has further promoted the close connection between consumers and brands. In addition, digital media platforms help fashion brands shape and communicate their brand image, and by partnering with Kols (key opinion leaders) and influencers, brands are able to quickly increase their visibility. Personalized marketing has also become a major advantage of digital media platforms, where brands achieve precision marketing through data analysis to meet consumers' personalized needs and provide customized recommendations and services, thereby enhancing consumers' shopping experience and brand loyalty [7].

2.2. Changes in consumer behavior and brand communication

Digital media platforms have significantly changed consumers' shopping habits. Emerging shopping methods, such as social e-commerce and live streaming, enable consumers to directly obtain fashion information and complete purchase decisions through the platform, greatly simplifying the shopping process. At the same time, digital media platforms have increased consumer engagement by enhancing the interaction between consumers and brands, and the rise of user-generated content (UGC) and the influencer economy has further promoted the close connection between consumers and brands. In addition, digital media platforms help fashion brands shape and communicate their brand image, and by partnering with Kols (key opinion leaders) and influencers, brands are able to quickly increase their visibility. Personalized marketing has also become a major advantage of digital media platforms, where brands achieve precision marketing through data analysis to meet consumers' personalized needs and provide customized recommendations and services, thereby enhancing consumers' shopping experience and brand loyalty [7].

2.3. The dissemination and globalization of fashion culture

Digital media platforms have accelerated the global spread of fashion culture, and fashion cultures in different regions have influenced each other through platforms, which may make small brands struggle with surviving, forming diversified fashion trends. At the same time, fashion brands are looking for a balance between globalization and localization, and digital media platforms help brands achieve cultural adaptation in different markets through accurate data analysis and localized marketing strategies to maintain global consistency and meet the needs of local consumers. In addition, digital media platforms have spawned emerging business models such as social e-commerce and live delivery, which have transformed the fashion industry's sales channels and enabled brands to engage more directly with consumers. The direct-to-consumer (DTC) model has also become a trend, with brands bypassing traditional middlemen and connecting directly with consumers through digital platforms, improving sales efficiency and customer loyalty, but also facing challenges such as supply chain management and brand trust [8].

3. Case study

Chanel, as the representative of traditional luxury brands, has actively experimented with digital transformation in recent years, expanding digital marketing channels through Instagram ads and partnerships with bloggers. Although its "women-themed campaign" is a hypothetical case, this vision reveals the potential of user-generated content (UGC) in brand image rebranding. In actual cases, Chanel has launched initiatives such as the "Chanel Women's Leadership Program" to show the brand's attention to women's issues, but its specific effects still need to be further studied.

Gucci's social media strategy is more innovative. For example, its #GucciModelChallenge campaign, which encourages users to imitate brand advertising styles, has participated more than 2 million times worldwide, fully demonstrating the powerful communication power of UGC. However, Gucci has also faced controversy over cultural appropriation before rebuilding consumer trust by making its design process transparent. This case shows that while brands use UGC to enhance engagement, they also need to focus on cultural sensitivity and ethical reflection.

The case of Prada and Balenciaga further reveals the differentiation strategy of luxury brands in the feminist narrative. Through the dissemination of fashion shows and global KOL, Prada has created the elite image of "intellectual women" and "independent thinking", emphasizing the brand's maintenance of classic style. Balenciaga, on the other hand, uses "degendered" and "anti-fashion" expressions to attract young consumers through model images and virtual reality creative content that blurs gender cognition, and encourages fans to create secondary content, forming a highly engaged UGC ecology. The difference between the two reflects the brand's different understanding of "identity building rights": Prada tends to be a brand-led narrative, while Balenciaga is more focused on the co-creation of users and communities.

Fashion show commentary videos on video platforms now average over 500,000 views per clip, creating a diverse discourse that blends professional analysis with casual viewer reactions. This democratized discussion presents a double-edged effect: Established luxury houses like Chanel and Dior frequently face "lack of innovation" critiques on social media, which magnifies the gap between expert evaluation and public taste. Meanwhile, celebrity runway appearances serve as effective "pre-show teasers," generating valuable organic promotion.

The ongoing LVMH succession battle offers a revealing case study in digital-era brand management. As Bernard Arnault's five children assume leadership roles, what began as a corporate transition has become trending social media content. Many consumers now admit their brand perceptions are influenced by the heirs' public personas.

The fashion industry is undergoing a fundamental shift in its evaluation system. The traditional expert-dominated narrative has been disrupted by user-generated content that empowers consumers with unprecedented participation. Brands must now develop more open communication strategies - maintaining core values while navigating this new landscape of collective judgment. As one luxury digital director noted, "We're no longer just storytellers, but conversation facilitators."

4. Digital identity reconstruction of luxury brands

4.1. From one-way narrative to co-creation

This research has conducted a systematic study regarding the prompting factors of Western-style food developments in China from a rigorous examination involving historical advancement, market forces, and utilization of a PEST analytical approach. The study explored the political, economic, social, and technological forces enabling the blending of Western cooking methods with traditional ways of cooking in China. The study charted the growth of the catering industry from its beginnings up to present-day innovations, highlighting the rise of fusion foods and domestic brands, whose skillful adaptations of Western concepts of fast foods appealed considerably to consumer taste. The study concluded that supportive governmental policies, speedy economic growth, urbanization, and advancements in technology, mainly with regard to online systems and ordering systems, played major roles in the growth of the Western-style foods market in China. The research also concluded that innovations in products, mainly the innovations of fusion foods combining foods from different cooking traditions, played key roles in bolstering the competitiveness of top companies. The future of Western-style foods in China looks bright with changing consumer tastes towards more variety and healthy foods. However, the industry needs to walk a tightrope of maintaining competitiveness, quality, and sustainability in a very competitive catering industry. Ultimately, this research provides useful insights into the present and future of Western-style foods in China, in addition to useful recommendations for industry stakeholders and policy makers.

4.2. The pluralistic expression of feminist narrative and cultural issues are embedded with the sensitivity of identity politics

From Chanel, and Prada to Balenciaga, the gender expression of brands is no longer limited to a single image, but breaks traditional labels through "degendered" and "cyber aesthetics". This change requires brands to pay close attention to the dynamic development of cultural context when constructing gender identity and respond to consumers' needs for multiple identities with more inclusive and progressive expressions.

In addition, the brand in the digital age is not only a product symbol, but also a carrier of cultural attitudes. When brands are involved in social issues such as women's rights, race, and body politics, it is easy to trigger the public's "identity" reaction. Therefore, brands need to establish a "cultural consensus mechanism" to express attitudes while taking into account sensitivity in a multicultural context. This not only helps with risk control, but also wins long-term trust and community recognition for the brand.

4.3. The leverage effect of emerging brands

Emerging brands exhibit unique leverage in this process. By deeply integrating brand genes with hot social issues (such as body inclusion and climate action), and using algorithmic push to reach the target audience, emerging brands can make a big deal out of small. At the same time, moving away from expensive top-stream collaborations and instead cultivating niche "nano opinion leaders" (such as sustainable living bloggers) can help create a highly cohesive community. The industrial value chain has also been restructured, and the deepening of the DTC model and the transformation of UGC to UGC-P (user co-creation of products) provide a new growth path for the brand. For example, opening the design link to consumers or directly converting popular UGC into commodities has become an important direction of brand innovation.

5. Conclusion

This study examines the significant impact of digital marketing on consumer behavior in the fashion industry. Social media platforms like Instagram and TikTok play a pivotal role in driving trends through influencer marketing and user-generated content (UGC), with 49% of consumers trusting influencer recommendations and 64% relying on UGC before purchases. This shift has challenged traditional brand narrative authority.

AI-powered personalized recommendations enhance purchase decisions, as 80% of consumers prefer tailored experiences. However, algorithm-driven content distribution risks diluting the integrity of brand cultural narratives. The research also reveals how non-traditional factors like corporate governance influence brand perception through digital channels. Additionally, digital platforms facilitate fashion globalization, enabling localized strategies and boosting sales and loyalty through social commerce and live streaming.

The democratization of fashion criticism has transformed professional discourse into public debate. While amplifying design controversies (e.g., innovation critiques of legacy luxury brands), it also creates new opportunities (e.g., derivative content from celebrity runway appearances).

The proposed "digital archaeology" framework explains how brands reconcile historical heritage with contemporary values through UGC. The "UGC Leverage Index" quantifies the impact of non-professional content on brand equity.

These findings underscore digital marketing's transformative role in shaping consumer behavior and industry evolution.