What is working? What is not working? Is this objective? Is the topic sentence, or main idea, of the paragraph clear? Is there analysis and a link between paragraphs? Social media marketing has emerged as a pivotal tool in the fashion retail industry, redefining how brands communicate with their audience and influencing purchasing decisions. Platforms like Instagram and TikTok have enabled brands to curate visually appealing content, leveraging the power of storytelling to forge deeper emotional connections with consumers. One of the most notable trends is the rise of influencer marketing, where brands collaborate with individuals who have significant followings to endorse their products. Influencers often provide relatable, authentic reviews, which resonate with their followers, thereby fostering trust and boosting brand credibility. Studies, such as those by Chowdhury et al. (2024), highlight that this approach not only enhances brand visibility but also drives impulse purchases, particularly among younger demographics who seek aspirational lifestyles depicted by influencers. Another significant driver of consumer purchasing behavior in the fashion retail sector is user-generated content (UGC), which has become a cornerstone of modern social media marketing strategies. By encouraging customers to share their experiences with products through photos, reviews, or hashtags, brands create a sense of community and authenticity around their offerings