Being a part of the fashion industry doesn’t always mean living in a glamorous world, especially when it comes to public relations. The fashion industry has many challenges: unethical behavior, body image problems, the growing complexity of the market, standing out uniquely from the competition, and appealing to a radically shifting customer base. Most of the time it is a public relations specialist who deals with many of these problems behind the scenes. Companies are trying to reach customers with their communication efforts in hopes to maintain personal relationships. They hope to gain insight on what could be improved with their apparel, what style customers are interested in next, and ways to improve their stores, as well as their online sites. It seems today that social media is the most widely used form of communication for the largest fashion companies, as well as small boutiques and retailers. According to the Luxury Daily website, many luxury brands have been heavily using Twitter as a way to communicate with their audience. This allows two-way communication between the brand and the consumer. Luxury brands have even given customers direct tweet access to designers. Brian Hongiman, a New York-based content marketing consultant and social media marketer, explains: “Twitter helps a luxury brand become personable by allowing their customer base who may not have access to the same events, people and circumstances to see updates from these activities in real-time. This helps enforce the exclusivity since customers are able to see that the exclusivity around the brand lifestyle still exists, but they are able to experience glimpses of it.” Three prominent brands that communicate with the public and use social media as their key marketing strategy are H&M, Nordstrom, and Burberry. These brands use Facebook, Instagram, Twitter, Pinterest, and Tumblr to introduce new products, obtain customer feedback, promote events, and much more. Customers thoroughly enjoy using social media as a way to see products without having to go to the actual store and to give their input on what they like or dislike. Back in 2010 the Forbes website reported a story about Ann Taylor posting pictures of a very skinny woman modeling Ann Taylor pants to their Facebook. While many people liked the product, they complained that it was difficult to tell what the pants might really look like on themselves because they were displayed on a tall and slender 5’10” model. The very next day the retailer responded to the feedback with pictures of their employees wearing the same pants but in different sizes. This is a great example of real-time social media effects.