According to the Wall Street Journal, technology is changing the entire world and not with just the usage of social media. Through technology, mobile advertising is becoming the next successful form of advertising products. Spending on mobile advertisement more than doubled during the first half of the year. Previously around 1.2 billion was spent on advertising, however through mobile advertisement, 3 billion was spent within the first six months. Technology is changing the way we communicate as a society. People are glued to their cell phones and so mobile advertising is the most effective form of advertising in today’s era. According to Inc, 5,000 pictures are worth 1,000 tweets. This shows how effective social media is even within the fashion industry. With Pinterest launching a fashion week hub recently all different designers and brands are receiving a huge amount of feedback. These designers are having an even greater amount of success because of social media. Also, according to the blog “online is the new offline” meaning with allowing your business to be online and offering “store hours”, you will have even a greater amount of success and business. “Fashion brands are successful because they know how to segment their messaging, so they’re able to talk to different key interests.” You have to be able to adapt to each popular social media and know exactly who your target market is within each source. Social media is allowing the fashion industry to broaden their horizon and have no limits within their business. Recently, there has been a boom between mobile apps and fashion retailers. Apps such as Kohl’s feature nearby store locators that also display the hours of operation and though this seems trivial it is important for customers to be able to know when and where they can access stores. Apps are also beneficial by having product catalogs, customer reviews, and videos. This feature is helpful because it allows potential customers to read the thoughts and opinions about certain products from other customers. Even more so, these Apps allow users to search beyond the initial price and size filter and are able to search by specific outfits and trends. Another feature fashion apps have is being able to see what is in stock before driving to the store to buy it. A great example is recently I was able to track down a specific French Bull Mr. Coffee one-serve cup coffee maker by utilizing the Target App on my phone. Once I was in the actual store I had difficulty finding it but with the help of an associate and my App we found the product in no time. Apps also offer easy barcode scanning features for coupons, promotions, and new arrivals. Having these coupons with just a simple swipe or touch of a finger also allows customer loyalty to the store and the App. Apps such as Victoria Secret even allow users to play games for redeemable coupons. This builds more than just a purchasing App but also creates a community for users. Now you can even use your App and mobile device to create registries and also use QR codes to find out about product details. An advantage that fashion apps have in comparison to regular shopping is by ease of creating “ of items you want. The last feature fashion apps have to offer is “augmented reality”, recently Tommy Hilfiger has enabled a way for you to see what you would look like with certain products by the App accessing your phones camera. These are just a few ways that fashion and mobile Apps have begun to advance the way shoppers shop! One well-known fashion retailer that has grown up with social media is Tory Burch. The company launched the same year as Facebook, 2004. It would only make sense that social media plays a major role in their branding efforts. Tory Burch is currently No. 186 in the Internet Retailer Top 500 Guide. It ships to 30 countries; however, even countries that do not have a Tory Burch e-commerce site are able to receive messages via social media. The company also makes it known that using social media isn’t always about the sale either. The Twitter account is directed by the designer herself and the messages are actually meant to get shoppers interested in the brand. 44% of the site traffic comes from mobile devices, and 60% of that customer segment is via smart phones. We learn from Dave Gruen, in his blog post, Social Media: The Natural Way to Promote Your Mobile App that the numbers of apps available for download through the App Store and the Android Marketplace is at 1.1. Million. We gain some insight into what it takes for an app to succeed and how social media is used as a platform to do so. By utilizing social media, we hope to be in the 20% of apps that are successful compared to the 80% that researchers suggest are unsuccessful in reaching 1,000 downloads. By looking at apps such as Words with Friends, Foodspotting, and Evernote we hope to better understand how to make our app thrive in this ever growing and competitive market. Words with Friends made its debut as solely an app accessible by iPhone and Android users but gained its popularity when they marketed it to the world of Facebook. This exposed millions of people to the app that otherwise wouldn’t have known about it resulting in millions of mobile downloads and 11 million Facebook app users. The app Foodspotting combined: mobile apps, social media, and food. They made their concept simple, you go out to eat, take a picture of your meal, upload with the app, and share it with your friends using one of the several synchronized social media networks. Also, you can look where your friends or other app users have gone through the social media sites. This made for a user-generated advertising tool through the users’ social network site. Essentially, we want to integrate social media into our platform development in order to facilitate a user-generated advertising with a simple concept idea. Much like Foodspotting, Evernote integrates Twitter and Facebook functionality for quick note sharing. We would like to incorporate our app into social media where it is easy to click on a link that leads directly to downloading our app. According to the article From Reverie to Runway, Social Media for Fashion designers and labels are shaping up their social campaigns and changing the way they connect with the fashion industry. Social media has created a connection between high fashion and regular life, opening the door for new designers with small budgets to leverage their creativity and work ethic. Social networks like Pinterest and Instragram have risen to the forefront of social fashion. Consumers use these platforms for fresh fashion ideas and inspiration and expertise to make fashion trends digestible by pinning practical and affordable options. This article states that Twitter is a good social media to help introduce yourself and your business by giving updates on what you’re working on and post photos of different designs. Facebook is a powerful repository of visual and written content, as well as a great platform to engage your community on. It also states that when using Facebook is it important to diversify what you are sharing by posting a mix of product updates, consumer experiences and unbranded content.