An Analysis of Social Media Activity in Sustainable Apparel Brands: A Visual Data Mining Approach

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2018-01-01
Authors
Zhao, Li
Sun, Peng
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Abstract

The advent of social media such as Instagram has empowered fashion brands to capture consumers' interest in specific trends and become one of the best ways to communicate with fashion consumers (Hutchinson, 2017). Based on color theory, which is a body of practical guidance to color mixing and the visual effects of a specific color combination (Agoston, 2013), this study aims to understand how sustainable brands utilize social media to deliver brand information and sustainability efforts through a visual data mining approach. Three sustainable fashion brands were chosen for this study"”Everlane, Patagonia, and Stella McCartney. Images posted on Instagram in 2017 were crawled. Color features include hue, saturation and luminosity value (HSV) and texture features include local binary pattern (LBP) and histogram of gradient (HOG) for each image that was extracted, analyzed and compared.

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