profile for their brand and promote their name. This allowed for consumers to like, follow, and interact with the company page. The company would then post feed that would be received by consumers in their recent posts. Visual media interactions on social media platforms such as Facebook has been successful with the distribution of fashion media. Interactions can take place between the brand and consumer, through advertisements, sharing behind the scenes content and commenting on profiles. Consumers can comment on brand’s posts, post pictures in the product, click links, like, and share the page with their own network. Fashion brands utilize Facebook to further connect with their consumers and provide more incentives to shop through special deals in addition to creating brand trust through giving insight on Facebook posts. Pinterest Pinterest is a “visual discovery engine”. The social media component comes from users posting pins and creating pin-boards that other users can save and share. A class of second year fashion students at an American university have incorporated Pinterest into their course curriculum. The motive of utilizing social media in fashion was to open a dialogue of conversation between the designer and the consumer to directly access their wants and needs through the consumer’s Pin-Board. Using the platform of social media also allowed students to reach a broader audience of customers and their needs. YouTube More recently, fashion brands have expanded because of YouTubers. YouTubers would receive PR packages and advertise the brand in their videos, and the millions of people watching would see these advertisements and be more inclined to look on these brands' websites and order them. Some YouTubers would be invited to fashion shows, or events from big brands and vlog their experience and upload it to youtube. Impact on customers Online communities Social media platforms such as Facebook fan pages enable customers to communicate with each other and build online communities relating to common fashion interests. Customers rely on the opinions of other customers in online communities to make purchase decisions. 82% of U.S. adults have read online reviews before making first time purchasing decisions. Benefits Customers benefit from the fashion industry’s use of social media, as it provides a way to easily communicate with companies and other customers and view product lines. Customers also view fashion companies’ social media pages as a form of entertainment, and some use them for building their own social media