Fashion brand imagery on social media: effects on gen Z females’ self-perception and consumer responses

Purpose This study examines how fashion brand imagery on social media influences self-perception, social comparison and consumption-related responses among Gen Z female consumers. Design/methodology/approach A qualitative research design was adopted using semistructured interviews with ten Gen Z female participants in Taiwan. Thematic analysis was conducted to identify patterns in how participants interpret and respond to fashion-related visual content. Findings The findings reveal that fashion brand imagery shapes Gen Z female consumers through interconnected processes of social comparison, beauty standard internalization and identity construction. Influencers, celebrity endorsements and K-pop esthetics reinforce appearance ideals and influence both self-perception and consumption-related responses. Research limitations/implications This study has several limitations. The findings are based on a small sample of Gen Z female consumers in Taiwan and may not be transferable to other populations or cultural contexts. The qualitative design prioritizes depth over generalizability, and participants’ self-reported experiences may be subject to recall or social desirability bias. Future research could use larger, cross-cultural or mixed method approaches to further validate and extend these findings. Practical implications Fashion brands should prioritize authentic and diverse representations and partner with credible influencers who promote inclusivity. Responsible communication strategies can help maintain consumer engagement while reducing appearance-related pressures and fostering greater trust among Gen Z female consumers. Originality/value This study provides qualitative evidence of how fashion brand imagery shapes Gen Z female consumers through an interconnected process of social comparison, beauty standard internalization and identity-related consumption. By integrating Social Comparison Theory and Objectification Theory, it extends understanding of digitally mediated self-perception and young consumer behavior within contemporary fashion environments.