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Abstract
This study examines the implementation of user generated content within the South African fashion industry and analyzes themes that contribute to overall customer experience with fashion brands. To provide context on analysis, the literature review provides insight into the fashion industry, user generated context, social media, and the fashion industry in South Africa, as well as the intersections between these topics. The survey data within this study was collected by Dr. Rejoice Jealous Tobias-Mamina and Dr. Elizabeth Kempen of the University of South Africa. Results were found through the completion of a series of t-test comparative analyses, searching for the statistical significance of relationships between the questions belonging to each theme. The results indicate that out of a total of 51 comparisons, 27 were deemed to have a strong relation, 2 comparisons no relation, and 22 comparisons having inconclusive correlation. Further study within this area should examine the effect of differing user generated content formats on the customer experience of differing industries.