Social networks present some lucrative internet marketing opportunities, but research shows that fashion brands are not taking advantage of them.

According to a new survey by eDigitalResearch and IMRG, some 58 per cent of consumers use social networking sites.

However, of those surveyed, just two per cent were able to name a fashion brand that is active in the social media sphere.

Furthermore, only four per cent of consumers said they were a member of a social network group belonging to a fashion brand.

James Roper, a spokesman for IMRG, said social networking represents a "huge opportunity" for market leaders in the retail sector to engage with consumers.

"As one of the most powerful media available at the moment, this is an opportunity waiting to be grasped," he stressed.

In a recent interview with eMarketer, Scot Wingo, chief executive of ChannelAdvisor, said online retailers are taking a multi-pronged approach to internet marketing during the recession.

He said many firms are putting more emphasis on search engine marketing and less on display advertising.

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