Degree

Doctor of Philosophy (PhD)

Department

Textiles, Apparel, and Merchandising

Document Type

Dissertation

Abstract

The fashion industry is widely recognized as a significant sector within the global economy, crucially driving trends, creating jobs, and shaping culture. Despite its prominence, entrepreneurs from marginalized socioeconomic backgrounds often encounter considerable hurdles in establishing their businesses and sustaining them over time. These challenges manifest in various forms, including access to vital financial resources, insufficient networking opportunities, and restricted entry into lucrative markets, making it difficult for these entrepreneurs to compete in a dynamic and competitive landscape.

The rise of social media, with platforms like Instagram leading the charge, has ushered in a new era for fashion entrepreneurs. As visual storytelling becomes an essential component of brand strategy, Instagram allows entrepreneurs to showcase their products, engage with their target audiences, and connect with potential. This study explores the strategic use of self- branding on social media, particularly Instagram, by socioeconomically challenged fashion entrepreneurs in New York City. Utilizing a mixed-methods approach that encompasses qualitative analysis of social media posts and in-depth interviews with fashion entrepreneurs, this research aims to uncover the nuances of how self-branding can be effectively employed to navigate the challenges limited resources present.

Preliminary findings indicate that effective self-branding empowers entrepreneurs to cultivate consumer trust, build enduring brand loyalty, and extend their market reach. This study contributes to the growing literature on fashion entrepreneurship by analyzing self-branding, social media, and the socioeconomic barriers that challenge underrepresented entrepreneurs and distinguishing itself from existing research, which has predominantly focused on the strategies employed by more prominent, well-established brands within the fashion industry.

Date

1-22-2025

Committee Chair

Chunmin Lang

Available for download on Friday, January 23, 2026

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