  Social media platforms are popular venues for fashion brand marketing and
advertising. With the introduction of native advertising, users don't have to
endure banner ads that hold very little saliency and are unattractive. Using
images and subtle text overlays, even in a world of ever-depreciating attention
span, brands can retain their audience and have a capacious creative potential.
While an assortment of marketing strategies are conjectured, the subtle
distinctions between various types of marketing strategies remain
under-explored. This paper presents a qualitative analysis on the influence of
social media platforms on different behaviors of fashion brand marketing. We
employ both linguistic and computer vision techniques while comparing and
contrasting strategic idiosyncrasies. We also analyze brand audience retention
and social engagement hence providing suggestions in adapting advertising and
marketing strategies over Twitter and Instagram.
