The Role of Image Sharing and User’s Interactions on Social Media to Promote Handloom Fashion Industry

Abstract

Handloom industry has a rich history in Bangladesh and almost all regular clothes used to make in local handloom manufacture. However, these manufacturers have declined due to its obsolete business model. The development of information technology and the rise of social media is playing an important role to overcome various challenges related to the promotion of the handloom Jamdani business. The case analysis of ‘Jamdani Ville’ revealed that the main factor to the handloom fashion industry is the emergence of internet and communication technology. ‘Jamdani Ville’ share the products image with the followers; this is the way how they advertise, promote and understand the customers demand by connecting through social media. Image sharing service on social media helping to connect customers, fulfilling the demands of customers, promoting the traditional handloom Jamdani and empowering the handloom Jamdani weavers. This research explores how the image sharing service and the user’s interactions in social media contribute to promoting the handloom fashion industry. We conducted a case study with the owner and online customers of Jamdani Ville. To collect data, the study employed a semi-structured interview and questionnaire survey.