The Impact of Social Media on Fashion Management: A Case Study of Victoria's Secret

Abstract

With the rapid development of information technology, social media has become a significant driving force for the transformation of the fashion industry. This paper uses quantitative research methods and takes Victoria's Secret as a case study to systematically analyze how social media has restructured the fashion management system from multiple dimensions. This paper proposes that fashion enterprises should build a data-driven agile management system and respond to the opportunities and challenges in the social media environment through content innovation, community operation, and collaborative governance. The research finds that social media not only changes the mechanism of fashion information dissemination but also reconstructs the relationship model between consumers and brands. The transformation case of the Victoria's Secret brand provides key data verification: from March 2024 to March 2025, the brand gained 2.6 million new followers on Instagram, significantly higher than the industry average, reaching 1 billion users. The October 2025 show created a media influence value of 213.6 million US dollars within 24 hours, driving an 8% year-on-year increase in fourth-quarter sales to 2.27 billion US dollars, with annual sales reaching 6.553 billion US dollars, a 5% increase. The transformation in the Chinese market was particularly significant, with a 217% increase in traffic on Tmall after Tian Xwei's endorsement, 70% of consumers under 25 years old, and a 40% year-on-year increase in sales in the first three quarters. However, the popularity of social media has also brought challenges such as information overload and data privacy concerns.