Interestingly though, Funk (2011) explains that the channels of social media marketing are ‘not as important for selling’ but crucial for ‘listening to customers’ and ‘communicating your brand directly and personally’. The importance of listening to customers in the modern business environment is paramount, as a positive social media presence reaches out to existing and potential future customers. Often large fashion brands can seem unreachable in terms of a personal social media presence, and this is an area to exploit for smaller brands who cannot compete with the costs of global marketing campaigns. In the modern business environment customers, more than ever, can be vocal about their opinions and experiences with a brand. For a fashion brand it is important therefore, to be transparent and create a relationship and sustainable connection with the public.When promoting a new fashion brand on social media, the most difficult challenge is to build awareness and a positive reputation with consumers. If this reputation is negative e.g. poor quality or poor customer service, this will have a detrimental effect on potential growth and success in industry. However, Morin (2014) suggests the notion that negative reviews can be good for small businesses, and that they should be embraced not feared. Especially considering that the clothing industry involves purchases which involve different fittings and sizes, therefore customer complaints and returns are likely to occur.