Communication strategies in social media for petite women's clothing brands, using the examples of Blaar and Petite Pants

This scientific article discusses the most important issues related to building the image of clothing brands for petite women. The theoretical part reviews the literature on building communication strategies in the fashion industry. In addition, an attempt was made to categorize the role of social media in the communication of clothing brands. The research section presents a comparative analysis of communication strategies in social media used by clothing brands for petite women, using the examples of “Blaar” and “Petite Pants”. The following analysis criteria were taken into account: presence in social media, number of followers, frequency of publication, content formats (photos, videos, UGC, etc.), tone, selection of post topics, and brand values. The research material consisted of content published on Instagram by “Blaar” and “Petite Pants” between 1 November 2024 and 31 October 2025. Based on the data, the research hypothesis was partially confirmed. It was confirmed that “Petite Pants” partially emphasizes the adaptation of the product to the specific needs of the target group in its content, while “Blaar” focuses on presenting products without particularly emphasizing the needs of the target group.