The Influence of Social Media and Influencers on Preferences and Trends in the Wedding Dress Industry

Iryna Kotapska

Citation: Iryna Kotapska, "The Influence of Social Media and Influencers on Preferences and Trends in the Wedding Dress Industry", Universal Library of Business and Economics, Volume 02, Issue 03.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This study presents the methodology that analyzes how social media and the phenomenon of influencers transform consumer preferences and set the direction of fashion trends within the wedding fashion segment. The aim of the research is to identify and theoretically deconstruct the mechanisms of this influence, to analyze the evolution of wedding gown selection models among brides, and to determine the role of visual content and user experience in the online environment as factors that accelerate trend cycles and entrench new aesthetic standards. In addition, attention is given to the evaluation of adaptive marketing strategies employed by brands in the bridal attire industry, which focus on integrating innovative digital tools and collaborating with key opinion leaders to achieve a competitive advantage and maintain relevance amid a dynamically changing sociocultural landscape. The results demonstrate that social media constitute a dominant factor in constructing contemporary aesthetic norms, contribute to the intensification of trend-update cycles, and heighten demands for authenticity and personalization in wedding gown selection. In conclusion, the strategic necessity for market participants to develop collaborations with influencers and to implement advanced digital marketing solutions is emphasized, as this not only enables adaptation to the challenges of the digital era but also fosters the formation of sustainable long-term competitiveness.


Keywords: Social Media, Influencers, Wedding Fashion, Wedding Gowns, Consumer Preferences, Trends, Digital Marketing, Fashion Industry.

Download doi https://doi.org/10.70315/uloap.ulbec.2025.0203002