brands to engage with consumers, often younger than the traditional target market. Utilizing algorithms and personalized pages for the consumers, brands can track likes, dislikes, and analyze data to reach new consumers. TikTok Luxury brands have turned to TikTok to engage younger audiences. During Milan Fashion Week of February 2020, designer brand, Prada, collaborated with the TikTok influencer, Charli D’Amelio , and the video reached 36.8 million views. Later that year in September, TikTok launched its own fashion month and invited users to join by sharing content under hashtags #TikTokFashionMonth, #GetTheLook, and #Fashion101. New York Fashion Week’s hashtags on TikTok were the most watched for the Fall 2020 fashion season, reaching 15.3 million visualizations and engaging 2.9 million users. Instagram With the 2010 launch of Instagram, the app since then has gained over millions of followers. Instagram is now considered to be one of the most powerful tools in shaping the way consumers perceive brands. 81% of Instagram users use the platform to research products and services and 50% of users have visited a website to make a purchase after seeing a product or a service. Instagram has incorporated a “Shop” feature on the app; this feature presents the same design and layout as the content from followers, but when pictures are viewed, a marketplace window opens up as if you were shopping for the item on a website. The Shop feature makes content suggestions based on the users' data such as likes and following. Instagram users can comment on posted items and provide feedback and reviews of the product as well as rate their purchase. The posted items are associated with a brand, and this is linked to the brand’s instagram page. Instagram has added features to profile pages to assist in validation of verified brands, such as adding “Retailer” to the profile, to aid consumers in avoiding scams and faulty purchases. With over 200 million active users, access to creative content is virtually unlimited. Many fashion-forward Instagram accounts with large followings are able to turn their passions into businesses, generating income using their status within the community. Models and influencers who use Instagram for representation in fashion had a greater likelihood to walk on fashion runways. There is a direct correlation between user popularity on Instagram and their probability to succeed in the fashion industry. Facebook The introduction of the Facebook Pages allows brands to create a Facebook