Date of Publication :21st October 2021

Abstract: E-commerce is the new trend of retail apparel industry in Sri Lanka. Apparel products are highly volatile since it’s related to style, it frequently changes with the influence of society. Today local society is represented by social media. Therefore, the changes in local social media factors will directly influence to the local apparel market. Social media product virality plays a major role among those factors. Currently apparel ecommerce companies analyses these virality based on the past sales and google trend data, but it is highly inaccurate due to the high volatility of fashion. Due to this most ecommerce apparel companies left behind with the trend and loss sales with overstock or understock situations. One who catch up with viral apparel trend will win, while others need to work hard to provide their unique selling propositions by spending lot of financials to SEO and marketing. Due to volatility even small apparel ecommerce companies resist to enter as early adapters. The complexity of the market makes it more tough task to analyses all the viral apparel products. The current research analyses and measures the virality impact of apparel ecommerce products by considering reaction emotions, shares, product type from selected ecommerce pages, so that ecommerce sellers can pre-identify how much virality impact the respective apparel ecommerce product can make, which will ultimately help them to identify the riskiness in real time. The virality impact had been graded into 4 categories after the analyses. Finally, the product description/caption will be analyses to find the reason for the product virality by analyzing the product price, discount & likes and image by using image processing algorithm techniques.

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