Over the past decade, the average consumer has had limited access to what's trendy in fashion, and current trends take much longer to propagate into the mainstream. The fashion industry has traditionally been reserved for a wealthy margin of society to enjoy and participate in. The advent of social media and its adoption within the fashion industry has given the regular consumer a glimpse into the latest fashion trends, and at the speed of light. Some researchers believe that social media offers a unique opportunity for brands to foster their relationships with customers. They also found that brand trust has a complete mediating role in converting the effects of strengthened relationships in the brand community into brand loyalty. (Laroche, M., et al, 2012) Facebook alone, a hallmark of social media, has over 1 billion active users who log in at least once every 30 days. Half of these active users actually log in every day. On average, consumers spend nearly a third of their time consuming online social media (Lang, 2010). Social media was thought to increase retail sales. Alex Bolen, CEO of Oscar de la Renta, said in late 2011 that they expected Facebook to become a major commerce channel (Mashable, 2011). Many brands and retailers such as Oscar de la Renta, Tory Burch, Gap, JC Penney, Nordstrom and GameStop who created stores on Facebook in 2011, did not profit (Indvik L., 2013). These figures are rather disappointing when it comes to sales. of a business, but social media has been found to still play an important role for prestige brands. Social media plays an important role in organic search rankings, as Google uses social media engagement for its SEO ranking. The most important factors in SEO positioning today come from social media, with Google +1s... middle of the paper... an individual's position that allows him to express himself, while also allowing him to broadcast friends to see at all costs . Watkins (2013), who managed Supre's Facebook marketing, states that Facebook marketing can generate almost double the number of store visits (37% of girls surveyed in Supre stores every six months over two years said Facebook made them go to the store versus 21% influenced by traditional media). In terms of conversion, he said that every Supre dollar spent on Facebook marketing generated $192 in return. The fashion industry thrives on the latest trend. In the absence of social influence, the fashion industry would not and could not exist. The strength of the fashion industry is rooted in their ability to capture an idea and then create a kind of momentum around that idea that inspires people to follow it and become part of the idea..