How to communicate a new fashion brand through social media and public relations' perspective

Fashion communication has been undergoing a transformation and there is a drop in tradicional marketing investments which indicates new modalities of brand's communication. The purpose of this study is to discuss the branding strategy relevance through social media and public relations' perspective, aiming to understand how digital marketing platforms have been used and integrated by new fashion brands. This paper presents an ongoing Master's research including data collection method through a qualitative content analysis, aiming to find some features can contributed to improve their market position.