iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i02.002A Comparative Study of Online Fashion Promotion: Hennes & Mauritz (H&M) and Label in IndiaRiyaJambleMaster’s Student in Journalism and Mass Communication, Lovely Professional University, Phagwara, IndiaToday, businesses not only rely on traditional but also incorporate digital promotional strategies to reach a broader segment of their customers and potential customers. It is through the era of digitization that companies have been able to track and analyze customer’s behaviour. Even the percentage of people using the internet is rapidly increasing. More than any other platforms, people have inculcated the habit to scroll Instagram, Facebook, Pinterest and other such social media applications. Businesses have grabbed this opportunity and are implementing their marketing strategies to promote their products and services over these platforms. The purpose of this study is to compare the online fashion promotional strategies of Instagram and Facebook used by Hennes and Mauritz (H&M) and Label in India. The study focuses to understand different elements resulting in greater consumer engagement.