“…For years, leading brands such as Chanel were reluctant to have an online presence, but in order to meet demands of the current digital world, they had to adapt. Indeed, good customer service is no longer what fashion brands need to stay competitive, since the millions of online shoppers look for a fluid, interactive shopping experience (Cecilio, 2015). On the other hand, nowadays, fashion is not solely depending on the latest issue of Vogue to keep people up to date with the latest trends, as this is now being powered more and more through social media and, in particular, Instagram (Jaradat et al, 2018).…”