Young Women’s Self-Expression Through Street Fashion: A Comparative Study of Local Saudi and UK Fashion Brands on Instagram

Abstract

This dissertation investigates the way young women in the United Kingdom and Saudi Arabia interact with local street fashion brands on Instagram, with an emphasis on identity formation, self-expression, and cultural context. Qualitative thematic analysis and quantitative engagement metrics, including likes, remarks, shares, and follower growth, were implemented in a mixed-methods approach. Four local fashion firms were examined: two from Saudi Arabia (Torba Studio and KAF by KAF) and two from the United Kingdom (Lucy & Yak and Nobody's Child). The analysis examines the most recent 10 Instagram posts from each brand, classifying content into themes such as sustainability, cultural identity, and empowerment. Additionally, engagement metrics are assessed to evaluate the efficacy of each brand's strategy. The central motif of empowerment was evident in all four brands; however, the way it was conveyed varied depending on the cultural context of each region. Lucy & Yak, a UK brand, emphasised empowerment through self-expression in daily life, utilising apparel as a means for young women to assert their individuality and confidence. Lucy & Yak's interactive post, "Empowered Women: Expressing Their Daily Lives," garnered substantial engagement, illustrating the brand's ability to establish a connection with its audience through relatable, commonplace scenarios. This is consistent with the broader societal values of the United Kingdom, which emphasise personal freedom and sustainability in fashion decisions. Conversely, empowerment in Saudi brands is intricately associated with cultural decorum and pride. For instance, KAF by KAF incorporates empowerment into its messaging by combining global recognition with cultural identity. The post featuring Alicia Keys underscores the brand's capacity to appeal to both local and global audiences by promoting empowerment within the context of modest fashion. The brand's success in sustaining cultural relevance while leveraging empowerment was evident in the high engagement rate of this post. In the same vein, Torba Studio prioritised empowerment through modest streetwear, emphasising the ways in which women can demonstrate self-assurance while maintaining traditional values. The messaging of Saudi brands, particularly Torba Studio and KAF by KAF, is more heavily influenced by cultural identity. Using Instagram to modernise and globalise their cultural heritage while remaining rooted in tradition, both brands combine local Saudi aesthetics with global streetwear trends. This post by Torba Studio, which showcases a model at Milan Fashion Week, is a prime illustration of the brand's integration of global subculture with Saudi modest fashion. This post obtained a high engagement rate, illustrating the brand's ability to effectively appeal to both domestic and international audiences by balancing global fashion trends with cultural representation. KAF by KAF also emphasises cultural identity as a central aspect of its brand narrative by emphasising Saudi art and modest fashion. Conversely, UK brands prioritise universal themes such as inclusivity and sustainability over cultural identity. Lucy & Yak's dedication to eco-conscious streetwear is highly resonant with its audience, as demonstrated by the high engagement rates on sustainability-related posts. For example, the brand's Sustainability Impact Report post received a significant amount of engagement, which is indicative of the extent to which its messaging is consistent with the values of its environmentally conscious followers. In the same vein, Nobody's Child prioritises sustainability, particularly in terms of responsible production processes. The sustainable denim production behind-the-scenes reel of the brand experienced a substantial increase in follower count, suggesting that its audience prioritises transparency and environmentally favourable practices. Additionally, UK brands prioritise inclusivity. In their campaigns, Lucy & Yak and Nobody's Child prioritise diversity and body positivity. For instance, Lucy & Yak's August 2024 post, "Inclusivity in Style," showcases women of diverse ethnicities and sizes, thereby emphasising the brand's dedication to inclusivity. The brand's success in engaging with its diverse audience was evident in the substantial increase in followers that this post generated. In a similar vein, Nobody's Child integrates inclusivity into its content by showcasing plus-size influencers and advocating for sustainable fashion options that are accessible to a broad audience. The Saudi and UK brands exhibited distinct patterns in the quantitative analysis of engagement metrics. The audience's enthusiasm for ethical fashion and user-generated content was evident in Lucy & Yak's interactive campaigns, such as its selfie initiative, which obtained high engagement rates. In contrast, KAF by KAF's influencer collaborations resulted in substantial follower growth, which suggests that influencer marketing is particularly effective in increasing engagement, particularly in the modest fashion sector. In conclusion, this investigation underscores the manner in which Instagram is employed by local fashion businesses in the United Kingdom and Saudi Arabia to encourage the self-expression of young women. The brands share common themes of sustainability and empowerment; however, their execution differs significantly depending on the cultural context. Saudi brands such as Torba Studio and KAF by KAF prioritise cultural identity and modest fashion, blending contemporary trends with tradition to appeal to both local and global audiences. In contrast, UK brands such as Lucy & Yak and Nobody's Child prioritise sustainability and inclusivity, which is indicative of broader societal concerns regarding ethical fashion and diversity. The significance of cultural relevance in digital marketing for fashion brands is underscored by the disparities in brand strategies and consumer engagement.