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This research aims to find out the necessity of the Social media world in Singapore's fashion industry at this current juncture of the epoch. The objective of this research is to contribute to the on-going conversation in the field of fashion and social media, framing it in context to Singapore s homegrown fashion labels. What this research is not aiming to do is quantify the impact which social media has on our fashion scene, but rather measures the relevance of social media in regards to home grown fashion labels, then draw recommendations from said research. Also, this research aims to provide insight into effective strategies which could be adopted by labels to engage with consumers through social media tools in the event that social media is relevant for consumers. It questions if homegrown fashion labels should utilize social media toward the improvement of customer engagement, amplification of audience, and maintaining competitive edge, in light of the proliferation of social media, coupled with increasing Government-led innitiatives.
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