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Social media marketing and visual strategies of fast fashion and luxury fashion brands and their impact on user engagement related to Gen Z

Dear participant,

thank you for considering taking part in this survey, which is an important component of my Master's thesis research. Please be assured that your responses will be kept completely anonymous and confidential. No personally identifiable information will be collected. If you have any questions regarding the survey or the research, do not hesitate to reach out to me via email at ann-katrin.meyer.2022@student.ism.de


The questionnaire will approximately take 7 minutes of your time. Your input is highly valuable and will significantly contribute to the success of this academic project.


I appreciate your participation and insights.

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Explanation of terms

Fast Fashion: 

Fast fashion refers to an approach in the fashion industry in which clothing is produced quickly and cheaply in order to bring current trends to the market quickly. These garments are often of lower quality and are offered at low prices to appeal to a wide range of consumers. Fast fashion brands frequently update their collections to keep up with ever-changing fashion trends and utilise efficient production methods to shorten the time from design to sale. The focus is on affordable fashion that is readily available, but this often comes at the expense of environmental and labour conditions in the production chain. (https://fashionunited.de/nachrichten/hintergrund/was-bedeutet-fast-fashion-eine-begriffserklaerung/2023121554410) 


Luxury Fashion: 

Luxury fashion refers to high-quality, exclusive clothing, accessories and shoes produced by renowned designer brands. These brands are characterised by outstanding craftsmanship, fine materials and unique design. Luxury fashion is aimed at an affluent and discerning audience who are prepared to pay high prices for quality, exclusivity and prestige. These fashion houses rely on limited production quantities, first-class customer service and a distinctive brand identity to consolidate their unique position in the market. Luxury fashion stands for timeless elegance, style and sophistication and clearly stands out from mass market or fast fashion products. (https://medium.com/@mahbubalamkhan22_12823/luxury-fashion-and-its-definition-e97fcae566ce)

1

What is your age group?

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2

What is your gender?

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3

What is the highest degree or level of education you have completed?

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4

What is your current occupation?

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5

What is your annual household income?

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6

Where do you come from?

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7

Do you use Social Media?

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8

Which social media platforms do you use regularly?

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9

How many hours per day do you spend on social media?

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10

What type of content attracts you the most?

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Do influencers influence your purchasing decision?

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12

What type of brand content of fashion brands on social media appeals to you most?

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13

What factors motivate and influence you to share content?

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14

How important are the following visual elements in influencing your engagement with fashion brands on social media?

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15

What type of social media user are you regarding fashion brands?

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16

How often do you buy fashion?

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17

Where do you mainly buy fashion items?

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18

What are your main sources of fashion inspiration?

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19

Have you ever made a purchase decision based on social media content?

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20

How much do sustainability and ethical production influence your purchasing decisions?

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21

Has social media ever had a negative impact on your body image/mental health?

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22

Which fast fashion brands do you follow on social media?

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23

Do you buy fast fashion?

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24

If yes, why?

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25

If not, why?

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26

How important is it to you that fast fashion brands are active on social media?

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27

What type of content from fast fashion brands do you engage with the most?

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28

Which visual style do you prefer for fast fashion brands on social media?

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29

Which luxury fashion brands do you follow on social media?

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30

Do you buy luxury fashion?

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31

What are your main reasons for buying luxury fashion?

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32

How much does social media influence your luxury fashion purchases?

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33

How important is it to you that luxury fashion brands are active on social media?

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34

What factors make social media content from luxury fashion brands appealing to you?

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35

Which visual style do you prefer for luxury fashion brands on social media?

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