IINFLUENCE NFLUENCE ME ME
Libby Voss
WHAT IS IT? fast fashion
Fast fashion is the majorly fast production and replication of inexpensive clothing collections that mirror the latest runway trends or luxury items. Fast fashion brands prioritise speed and affordability over the quality of their products, these items are known to be ‘throw away ’ items and are quickly disposed of once the latest trend appears. These fast paced created garments are designed to be quickly manufactured, delivered to stores, and sold at affordable prices. Giving consumers the opportunity to stay up-to-date with current fashion trends affordably. Fast fashion has no care towards sustainability, using their cheap materials with workers being paid little to nothing for their hard labour, all to produce large quantities of clothing. Fast fashion relies on frequent turnover of stock, encouraging consumers to buy new trending items frequently and discard them after only a few wears, to only buy more with their big ‘sale’ deals. This then leads to the huge contributing factor of environmental issues and waste within the fashion industry.
MACRO ENVIRONMENT
The major uncontrollable and external forces that influence a company ’ s or industries decision making Environment, Technology, Political influence, Economic, Cultural and Social all cause major shifts in the consumers behaviour that will direct the businesses landscape in the long term.
Political factors
Changes in government policies whether it is economic or social, it can impact a business majorly. When creating a business/brand you moist always consider the political environment.
Economic factors
This impacts consumers purchasing power and spending patterns and influences the success of failure of a business and its products. It’s crucial to review how the economic factors impact a business. An example is that the uk rate of inflation is at a record high and energy bills are rising. The cost of living has increased massively.
Social factors
Sometimes referred to as demographic factors,
When considering a brand or business you have to look at the population in terms of age, gender, ethnicity, occupation, location and more
Cultural factors
Cultural factors affect a society’s basic value perceptions, preferences, and behaviours. This includes, belief systems, practices and customs and traditions.
Environmental factors
These factors encompass the earths wide variety of natural recourses, such as forests, agricultural products, marine products, business’ may need to adopt eco friendly practises .
Technology factors
Technology creates new products and market opportunities, this can cause incredible rapid distributions throughout.It is key for maintaining competitiveness and adapting to new ways of doing business.
PRETTYLITTLETHING.com
PrettyLittleThing also known as (PLT) is known to be one of the biggest fast fashion brands. Although it is a very diverse brand including great size-inclusivity for plus size, tall, petite and maternity. With also diverse models modelling the clothes, the brand isn’t so pleasant underneath these pros. The constant new trends evolving means PrettyLittleThing has to keep up, meaning mass overproduction and overworked workers. PrettyLittleThing is far from sustainable, they do not use lower-impact materials instead they choose to work with polyester. Adding more damage to the world. With the cheap prices it means younger generations can afford, however the items produced are classed as ‘throw away ’ pieces, they are made with cheap material therefore leading to easy tears, and once this happens the buyer will simply throw it away. Creating a huge amount of landfill destroying the earth. PrettyLittleThing never fails to show their models and influencers always on happy trips or outings posing in their latest launches, but they don’t show the real side of the brand, and the conditions that their workers live and work in. PLT does not appear to pay a living wage to their workers, also working long hours to get out the products fast. PLT launched an app ‘PLT Marketplace’ which allows customers to re-sell their old clothes on the website rather than throwing them away, giving the items a second chance. However PrettyLittleThing have been accused of greenwashing, making customers believe that they are doing acts to become more sustainable when they are in-fact not.
Boohoo is known to be one of the biggest fast fashion brands in the world, with very unfairly paid workers. Working way below minimum wage in very unsafe workplace. An undercover reporter at the Manchesters head quarters saw staff pressuring suppliers and treating them unfairly. Boohoo promised to change its ways and launched an “Agenda for Change’ programme. Promising to pay their suppliers a fair price for garments with more realistic timescales. However the undercover reporter witnessed all of these promises being undermined whilst being there. Its website commonly lists over 100 new items for sale each day. (R)
Boohoo offers large discounts for items that are already very cheap value, therefore more items are sold as buyers are gaining a ‘bargain’. I have been monitoring the app and email’s with the deals they offer to buyers. They offer 50% off most items and there is always an extra 20% offer every time I have checked the app. In Black Friday they had a sale of 90% off all items on the website, leading to so many clothes becoming throw away pieces and creating huge amounts of landfill, also causing 10x the amount of damage to the planet as more items are having to be made as they are sold so quickly on the website.
Shein is a huge fast fashion brand with buyers from all over the world. Shein has many flaws when it comes to their brand, including replicating small businesses designs and selling them for more than half the price, allegations of modern day slavery and violating labour laws. With also adding the fact of them being one of the biggest polluters. A reported 9,000 new items of theirs are allegedly toxic chemicalridden. On TikTok a multiple users shared the inside of the labels of items from Shein with the words ‘help me ’ stitched in. But it was quickly brushed over by the company and they never spoke on it again. The toxic chemicals Shein are creating by delivering mass amounts of product’s each day is truly damaging to the planet, with also adding large amounts to landfill. Shien offers discounts on most items and will give you ‘points’ for writing good reviews, the more likes you get on your review the more ‘points’ you earn, meaning you can buy products with these points. Shein has made itself so available by having such a large e-commerce website, making it accessible to the younger generation who can view and buy cheap things to keep up with the latest trends.
WHY I WOULD NOT WORK WITH THESE BRANDS
I believe that choices, especially in business, should always reflect our personal values. This is why i would not work with these three fast fashion brands for my campaign. The practices of these three companies involve significant ethical compromises, that being the exploitation of workers in unsafe condition’s and environments to the huge environmental damage they are causing by their aim to only profit for the company itself. The of overproduction and waste is these companies create is significant, contributing to major pollution and environmental damage. Instead, I would rather partner with a brand that is willing to make a change and willing to contribute to sustainability and ethical practices. I would like to work with a brand that is aware of the impact fast fashion has on the planet and are also actively striving to make a positive change. To do this we would have to slowly start to invest in eco-friendly materials and the ideas to create solutions to reduce a carbon footprint.
SISTERS
ANDSEEKERS SISTERS ANDSEEKERS
FAST FASHION BRANDS FAST FASHION BRANDS
MANGO
MANGO
what is going to happen with FAST FASHION?
The concern of sustainability is likely to become a huge factor for the future of fast fashion, there is already a huge growing awareness of the environmental impact and social issues that fast fashion has caused and this may carry on and lead to other brands being pressured and change their products and beliefs into creating more sustainable pieces resorting in a huge reduce in waste, labor factors changing and more eco-friendly materials being used. Another factor is that certain policies may be made and government changes may be put into place, resulting in better labor rights, and sustainability. Impacting the fast fashion world massively, making these brands having to make significant changes. Customers will hopefully start to see the greater impact fast fashion is having on the planet and follow brands who value helping the planet. Renting, up-cyling and recycling will hopefully become bigger which would reshape the entire fast fashion world, as it is promoting a much better way of buying into the fashion world. Lastly, technology and AI will shape-shift the fashion world today, the technology world is constantly evolving even in the fashion world. That being Virtual fashion shows, 3D printing, AI models and many more, this could result in sustainability in clothing production.
WHAT DAMAGE DOES IT CAUSE?
WHY IS IT STILL SO COMMON?
Fast Fashion causes numerous amounts of damage, including environmental, social and economic factors. The cheap and trendy garments made by workers at a very low labor rate results in over consumption, manufacturing pollution and huge textile waste. Contributing to climate change.
Fast Fashion is still so common due to it being affordable yet still trendy. These easily accessible brands appeals to a wide range of consumers, typically the younger generations who want style on a budget. It is also so influenced by social media and celebrities which makes the younger generation find it even more appealing.
how to be SUSTAINABLE
How can fast fashion be prevented?
Preventing fast fashion requires making the conscious effort to make a difference. Consumers can do this by creating new shopping habits such as buying higher-quality items (preferably from sustainable brands) as this will help in the long run as they won’t be made from cheap materials like fast fashion brands, and the length of wear will last longer. Another way is to invest in wardrobe staples, which can be reworn again and again in different ways, without having to buy a new outfit each time. Consumers can also make the effort to buy pre-loved or second-hand garments from charity shops or marketplaces. Giving the garments a second life and reducing the demand for new production. By making these choices and putting in the effort we can all play a crucial role in a more sustainable fashion industry and help the planet.
ANALYSING ENGAGMENT
Engagement on social media refers to the level of interaction and activity that users have with a particular piece of content. It includes actions such as liking, commenting, sharing, retweeting, and clicks. High engagement indicates that the content resonates well with the audience and influencers are reaching their target audience well, this also shows that their audience are actively being interacted with, which can be valuable for brands and content creators in building a loyal following and increasing visibility.
ANALYSING ENGAGMENT
Likes and Comments: Having a higher engagement typically means more likes and comments relative to your follower count.
Engagement Rate: Having a higher engagement rate means more interaction with your content.
Shares and Saves: Shares and saves also indicate engagement and interest in your content.
Consistency: Check if your engagement is consistent with different posts.
Audience Response: Look at the quality of engagement, such as supportive comments and feedback, rather than just the quantity of likes.
DIFFERENT TYPES OF INFLUENCERS DIFFERENT TYPES OF INFLUENCERS
1-10K FOLLOWERS 10-100K FOLLOWERS 100K-1M FOLLOEWERS 1M+ FOLLOEWERS
A nano influencer is someone with a very small but highly engaged social media following, ranging from a few dozen to a few hundred followers. They often have a strong connection with their audience and are seen as trustworthy sources of information or recommendations within their niche.
A micro influencer is someone who has a smaller but dedicated following on social media, ranging from a few hundred to a few thousand followers. They often focus on a specific niche and can have significant influence within that community.
A macro influencer is someone with a significantly larger following than a microinfluencer. They have a broad reach and can appeal to a wider audience. They often collaborate with brands for large-scale marketing campaigns and sponsored content.
A mega influencer is someone with an extensive reach and a large following on social media, often in the millions. They are usually celebrities, public figures, or highly influential individuals who can highly impact trends and consumer behaviour with their approval or content.
INFLUENCER
research
JILLY ISABELLA
LYDIA BUTLER
PHOEBE GORE
CINZIA ZULLO
Jillyisabella
Macro Influencer
Jilly is classed as a ‘ macro influencer which is someone with a larger following than a micro-influencer, ranging from around 100,000 to a few million followers on social media platforms. This means she has a broad reach and can appeal to a wider audience. Macro influencers often collaborate with brands for largescale marketing campaigns and sponsored content.
how does she communicate her brand and message?
Jilly communicates to her audience in a great way, she is always very positive, relatable and never takes life serious. She shares funny stories, videos and certain content that resonates with her audience well. She shows true authenticity throughout all of her socials, staying grounded and humble even with her following, her content is both genuine and fun! This is why I like her so much. She will always interact with her audience, which communication is key, she will reply to multiple comments on her tiktok to build a good relationship with her followers.
jilly isabella CONSUMER PROFILE
Demographic: 29, Female, Capricorn, Macro Social Media Influencer (329.5k overall) Irish, family orientated, partner, comfortable background
Geographic: Born in Glasgow, Ireland but now lives in London for better connections for her job, travels often with job, lives in a home in London with fiancé
Physcographic: Values are family, friends, and working, bubbly and sweet, humours, good attitude to life and work, loves animals and makes sure to look after the planet, hobbies are travelIng, creating content, spending time with friends and family, shopping, vlogging, has her own brand called Dula Behaviour: Shopping behaviours consist of high end clothing, shops luxuries which and uses rental companies, shops at high end women ' s clothing brands or designer items and occasionally high street shops, brand loyalties to high street fast fashion brands or designer shops, gifts to loved ones often, works with unsustainable brands, does not greenwash though, shops in London, or when travelling
153K
166.3K
COLLABARATIONS
Oh Polly Bo+Tee
Coconut Lane
10.2K
329.5K Overall
Daniel Wellington ASOS
CINZIA ZULLO
Macro Influencer
Cinzia is mostly known for her podcast shared with best friend Sophia Tuxford, the two of them both have a huge following with their funny, whitty humour on “The Girls Bathroom” on Itunes, as well as their joint youtube channel. Cinzia is known for her fashion, beauty and aesthetic lifestyle which has gained her many followers.
how does she communicate her brand and message?
Cinzia communicates herself and her message well, she has her podcast with her best friend Sophia Tuxford. Which showcases true authenticity and transparency, most of the podcast is unedited which shows both personalities in a true way. This is what leads to her audience staying loyal.
People want to have a deeper insight into who they are following, by having this transparency throughout her socials it gives her an amazing opportunity to keep up the great communication she delivers.
cinzia zulloCONSUMER PROFILE
Demographic: 26, Female, Libra, Fashion, Macro Social Media Influencer (12.7mill overall) high yearly income, British, family orientated, great friendships, comfortable background
Geographic: Born in Nottingham, UK but now lives in London for better connections for her job, travels often with job
Physcographic: Values are family, friends, and working, kind and loving, humours, values family and friends as well as life and work, loves fashion and travelling , makes tiktok and youtube videos, also has a podcast with friend ‘Sophia Tuxford’ Behaviour: Shopping behaviours consist of designer items of clothing, shops luxuries and sometimes rental, shops, isn't very sustainable, brand loyalties to highstreet brands, gifts to loved ones often, works with big brands who are sometimes fast fashion, does not greenwash though, shops in London, or when she is abroad.
532K
202.6K
COLLABARATIONS
419K
11.5M Instagram Youtube Tiktok Podcast
12.7M
Overall Princess Polly PtrettyLittleThing Missguided Nasty Gal GymShark Revolution Beauty
lydia
Butler
Macro Influencer
Lydia Butler is tiktok and instagrams rising influencer. Her beautiful dress sense and stunning instagram feeds is what has made her a known influencer. Her ‘aesthetic’ life is what attracts a huge audience.
how does she communicate her brand and message?
Lydia positivity engages with her audience. She communicates well and resonates with her audience with the ‘aesthetically please’ lifestyle she has. Always in pink, travelling to beautiful destinations and always in luxury is what her audience wants, and she delivers that! She shows how you can do anything if you put your mind to it, at first she was a model but now she has built up a huge following simply by documenting her life on social media. Her visuals on all socials are eye capturing bringing in more and more followers, this is a great way to communicate your brand as you are creating the content that people want.
lydia butler CONSUMER PROFILE
Demographic: 22, Female, Fashion, Macro Social Media Influencer (465K overall) high yearly income, British, family orientated, partner, settled family
Geographic: Born in UK, lives in London for better connections for her job, travels often with job
Physcographic: Values are family, friends, and working, sweet and kind, , good attitude to life and work, model, loves shopping and travelling, hobbies are content creating and going out for meals, spending time with friends and family,
Behaviour: Shopping behaviours consist of high-end clothing, luxury goods, fast fashion brands such as BooHoo and PLT, shops at some high-street brands also uses rental companies, brand loyalties to brands she works with (mainly fastfashion), gifts to loved ones often, promotes clothing and beauty products on her platforms, does not greenwash but shops unsustainably, shops in London, shops for work and content.
227K
226.4K
COLLABARATIONS
PrettyLittleThing
Boohoo
11.6K
465K
Missguided
Iconic London GymShark
phoebe gore phoebe gore
Macro Influencer
Phoebe Gore is a fashion icon, with over 400k followers on tiktok. Her styling outfit
videos and content is what grabs most peoples attention. Showcasing beautiful yet affordable outfit ideas that can make one feel amazing and confident.
how does she communicate her brand and message?
Phoebe has always been a very transparent creator. She shops at high street brands which means it all is still somewhat available to her audience. Showcasing multiple styling ideas for her following to recreate in their own special way, she stays consistent with posting which is a great way to communicate your brand as it keeps your audience interested and engaged, she also posts what people want to see with beautiful destinations she visits, making her content attractable. She always makes sure her audience is heard and gives her them what they want to see and always interacts through comments, gaining the loyalty a great influencer needs.
phoebe gore CONSUMER PROFILE
Demographic: 22, Female, Taurus, Macro Social Media Influencer
(765.5k overall) high yearly income, British, family orientated, partner, comfortable background
Geographic: Born in York, UK but now lives in Manchester for better connections for her job, travels often with family, lives in an apartment complex
Physcographic: Values are family, friends, and working, bubbly and kind, good attitude to life and work, loves shopping, hobbies are travelIng , creating content, spending time with friends and family, shopping and going out for food and drinks
Behaviour: Shopping behaviours consist of high-street brand clothing, shops some luxuries, shops at H&M, Zara and so on, brand loyalties to high street brands, gifts to loved ones often, works with fast fashion brands, does not greenwash though, shops in Manchester, shops for work and content.
448K
314.4K
COLLABARATIONS
3.43K
765.4K Instagram Youtube Tiktok Overall ASOS Boohoo GymShark PrettyLittleThing Nasty Gal Missguided
STYLEDBY libb
Tiktok
The social media app that i get engagement the most from is TikTok, i post short clips of outfit inspiration or new in items from different brands. To gain the most engagement i use hashtags to a certain audience that fits the aesthetic of my brand, this is the way i communicate to a certain audience and to get the right engagment. TikTok is the best way to build a platform as the users of the app are mainly a younger generation.
STYLEDBY libb
I have been posting consistently over the past week, using certain hashtags, key words and content to try and find my target audience and who they are. Most of my followers and interactive audience has been females, usually Gen Z and Gen Alpha. I have gained on total of 66,780 views and gained 51 followers. My most viewed and liked video is a video of a certain topic that i knew would gain views, a summer dream aesthetic. I knew it would hit a certain audience with the right keywords and images. Now that i have found my target audience i will continue to post to gain more engagement and followers.
TIKTOK the reason
is the rise to fame
Algorithm: TkTok's algorithm is highly effective in serving users content that matches their interests, even if they're not following specific accounts. This personalized and addictive content discovery experience keeps users engaged for longer periods.
Content Format:TikTok's short-form video format, typically 15 to 60 seconds long, is highly engaging and easy to consume. It allows for quick and creative expression, making it appealing to a wide range of users, especially younger demographics.
User Growth: TikTok experienced rapid user growth, especially among Gen Z and Millennials, due to its focus on user-generated content and virality. This large and diverse user base attracts both creators and viewers to the platform.
Global Appeal: TikTok has a global presence and has localized its content and features for different regions, allowing it to resonate with users worldwide. This global appeal gives TikTok a competitive edge over platforms that are more regionally focused.
Community and Trends: TikTok fosters a sense of community through challenges, trends, and hashtags, encouraging users to participate and engage with each other's content. This creates a dynamic and interactive environment that keeps users coming back for more.
While Instagram also offers various features and a large user base, TikTok's unique content format, algorithm, and community-driven approach have contributed to its rapid rise and success in the social media landscape.
GREENWASHING
Greenwashing in influencer marketing is the promotion of products or brands as environmentally friendly or sustainable, even if they don't actually meet those standards. Influencers may misrepresent the ecofriendliness of a product or brand to appeal to consumers who prioritise sustainability, and influence brands like this to gain more consumers who appreciate the legths sustainable brands go to to help the planet. Green washing can mislead consumers into purchasing something which they originally would not.
Content Creators
CHALLENGES in the industry
content saturation attention span competition
Due to the mass amount of creators and users of social media the internet is flooded hourly from all over the world with new exciting content it is severely difficult to create content that is different from other creators and stands out to viewers.
Since the rise of TikTok newly starting youtube creators are not growing a large audience as they would have done back in 2013, as the attention span of viewers has rapidly decreased. Meaning short content on tiktok is watched far more than 20 minute videos on youtube.
With the strong competition of content and views, numerous creators are struggling to grab the attention of their niche’s.
Making it challenging to provide new and unique content for their brand/platforms to keep their attention and to keep their engagement rates high.
SWOT ANALYSIS content creating
Strengths: Content creators have the potential to innovate and create unique and engaging content. As well as being able adapt to several platforms medias, such as YouTube, podcasts, books, TikTok, instagram etc giving them the advantage to a broader audience and have more engagement and connections. With this, their content creation can be shown worldwide, reaching to a diverse audience resulting in multiple followers. Social Media is an easy access and way to make money and work for yourself. Overall all that's needed to do this is to have access to any device with an internet connection, making it easy and accessible to many across the globe. Successful content i.g a large following or huge amount of engagement can lead to various revenue streams, such as ad revenue, sponsorships and merchandise sales.
Weaknesses: Creating content often requires significant time and effort making it time consuming and feeling although it can be more of a chore than something you enjoy. Most platforms also alter algorithms, affecting content visibility and reach, leading to the struggle of not as many views, likes, comments or follows. Burnout is also plays a huge part in content creating as you are constantly producing content which can lead to creative fatigue as well as feeling like you aren’t as good as other creators.
Competition is a great weakness within the creative field, making it harder for new creators to stand out or be seen by an audience as there is always someone new trending or there is bigger creators on these platforms.
Opportunities: There is always new platforms and trends evolving, providing opportunities for newly starting creators .There is also a huge potential to cater to specific niches. Collaborations are also a great opportunity for new and current content creators as partnering with other creators or brands can help expand engagement and reach. Having an audience means building a loyal one, which opens doors for feedback, community building, trust in opinions and future growth.
Threats: Relying on a single platform ig TikTok, leaves creators vulnerable to changes on popularity depending on one platform isn’t necessarily great incase something happens to that platform, what would happen to them as a creator? Public criticism or backlash can damage reputation and audience trust, this is known in this generation as ‘cancel culture’, if you say or do one thing
wrong you are at the threat of having your platform tarnished and you will be left with not a great audience
Beauty Industry
Skincare Trends Pricing
With the help of Social Media, and content creators Skincare has become a huge deal. Therefore wiping out the Makeup Industry. The new generations have been influenced on the new “aesthetic” of being a “clean girl’ and focus on this more than makeup.
Trends are the main downfall of any indsutry. New trends form almost every month, the beauty industry has had many trends. From bold glamour to Glowy skin to the ‘No Makeup’ look. leading to the brands that target towards their certain niche to have a decrease in customers and sales.
Pricing is a huge factor towards the challenges in the beauty indsurty. Younger generations are now wearing makeup more than before aswell as being indterested in skincare. Therefore price points are huge as younger people cant afford the most expensive foundation or moisturiser.
SWOT ANALYSIS beauty industry
Strengths: Many beauty companies have built strong, recognisable brands that resonate with consumers for example P.Louise and James Charles. The Beauty Industry has many routes, from skincare to makeup to haircare. The industry offers a wide range of products catering to different needs meaning there is a lot of directions to go to if a new brand appeared on the market. Influencers and celebrities also are a huge strength within the industry; promoting beauty products, leading to increased brand visibility and sales worldwide.
Weaknesses: The beauty industry is highly competitive, making it slightly challenging for new brands to establish themselves. The industry also faces a lot of criticism for its environmental footprint, packaging waste and use of harmful ingredients and even testing on animals are a big weakness.
Opportunities: The beauty industry is constantly expanding, with new products appearing on shelves daily for all your beauty needs. By having a sustainable beauty brand, by having eco-friendly packaging and cruelty-free formulas, this can appeal to environmentally-conscious consumers, creating a huge opportunity for new and existing brands. There is also a continuing growing market for men ' s grooming products, creating opportunities for brands to diversify their products.
Threats: Rapid shifts in new beauty trends can catch companies off guard, requiring new products and ideas to be thought of immediately. With social media there can be a lot of negative reviews and backlash from consumers which can unfortunetly tarnish a brand's reputation. Being unsustainable or not cruelty free can also be a huge threat to a brand, as many of the new generation believe highly of being eco-friendly and animal-cruetly friendly.
Fashion Industry
Sustainability Trends Fast Fashion
Sustainability is the downfall of most fashion brands. The newer generations are now seeing the consequences of fast fashion and are wanting to protect the planet. People are now buying second-hand items from websites such as depop or vinted, or shopping with brands who support sustainability.
Fashion trends emerge and evolve fast, creating a challenge for brands to keep up with moving consumer preferences. What's popular today may be outdated by the following week. The fastpaced trends means that by the time products are ready to be delivered to stores, the trend may have already peaked or a new trend has evolved.
Fast fashion promotes a-lot of overconsumption, where consumers are encouraged to buy new clothes in order to stay ‘trending’. Fast fashion companies are quick to replicate trends and recreate items of small trending businesses poses a threat to others and independent designers.
SWOT ANALYSIS fashion industry
Strengths: A strength within the fashion industry is that it thrives on creativity and is constantly pushing boundaries in design, materials, and styles.
As well as established fashion houses and brands having a strong brand loyalty with their customers, which has been built over years of successful marketing and high quality products. Fashion involves all cultures, allowing brands to reach diverse markets across the globe. Influencers and celebrities also play a huge role in shaping fashion trends and promoting brands, leading to increased visibility and sales.
Weaknesses: Fashion trends change fast, leading to short product lifecycles and creating a challenge for fashion forecasters when predicting new trends and consumer preferences. Counterfeit fashion products also appear to be a big weakness to a brands reputation and revenue, unfortunately for luxury brands. The fashion industry is also heavily criticised for its environmental footprint that being pollution, waste, and unsustainable production, lastly overproduction can lead to markdowns and environmental waste.
Opportunities: The growth of online shopping brings opportunities for fashion brands to reach wider audiences, offer personalised shopping experiences, and easier, stress free shopping experiences. Sustainability is such a big opportunity for brands to evolve and give them fundamental brand recognition using eco-friendly materials, can appeal to consumers and become higher in the market. Offering customisation and personailisation can increase customer satisfaction massively as a consumer would be likely to keep the item rather than throw away. Collaborating is also a great opportune for brands as this can expand reach, drive brand awareness, and attract new customers.
Threats: Fast fashion brands can be a threat to other fashion retailers as they can offer trendy yet affordable alternatives with faster turnaround times. Counterfeit products are also a threat to the industry as young shoppers are more likely to buy replicas that are affordable rather than the real market priced items. The fast growing awareness of environmental issues, such as climate change and pollution, causes a threat to the fashion industry as consumers are highly demanding more sustainable fashion options, and leaning more towards second-hand clothing. Putting pressure on brands to become eco-friendly and reduce their environmental footprint.
Marketing Agencies
Content Clients Competition
With the amount of content available online, being able to produce high-quality, engaging content that resonates with their clients target audiences and keeps the audience entertained and engaged is a constant challenge for marketing agencies, trying to make all content unique and different from the rest can be a challenge
Meeting and managing client expectations can be hard, clients may have unclear or unrealistic expectations about what they want to achieve with their marketing campaigns, making it hard for agencies to cater to their wants and needs, budgets can also be a struggle as clients may expect large services for very limited funds.
The marketing agency aspect is greatly competitive, with new members, niche specialists, and marketing teams competing for clients when all offering similar services. This then results in the lack of clients and harder to build a clientele. Angensies must always try to differenciate themsleves and make their creativity unique to beat the competition
IINFLUENCE NFLUENCE MARKETING MARKETING
WHAT IS IT? influence marketing
Influencer marketing is a form of social media marketing that involves product placements from influencers and individuals who have a big audience across social media platforms. These influencers have the power to pursuade the purchasing decisions of their audience due to their, knowledge, loyalty and strong relationship with their followers. Influencers create content that features the brand or product they are working and promoting with. This content can take many forms for example; reviews, gifted unboxing videos, tutorials, sponsored posts, giveaways, and more. The main goal is to present the product authentically within the influencer’s usual content style. Since followers often trust influencer’s opinions and recommendations more than your average advertisements, influencer marketing can be highly effective. Certainly brands choose certain influencers whose audience aligns well with their target market. This is to ensure that the product they are promoting reaches potential consumers who are likely to be interested in their product.
Influencer marketing is a popular way of marketing because it has both the reach and engagement of social media with the thrustworthiness and authenticity of a personal recommendation. Brands can successfully tap into well known communities and gain the trust influencers have built with their followers to drive awareness, engagement, and sales.
INFLUENCE MARKETING fast fashion
PRETTYLITTLETHING OH POLLY
PLT uses influencer marketing by partnering up with a wide range of social media influencers and celebrities to increase its brand visibility and appeal. These influencers will create content in PLT's latest collections through stylish outfits, hauls, and reels, successfully turning this into strong marketing tools.
Oh Polly uses influence marketing by collaborating with social media influencers and celebrities to promote its products. The brand partners with people who have a strong online presence and a follower base that aligns with its target audience. Oh Polly's clothing is promoted by engaging content such as Instagram posts, stories, and TikTok videos, showing the fit, style, and versatility of the outfits.
influencers marketing strategies
Influencers use multiple marketing strategies to engage their audience and promote brands. They will often create authentic, relatable content that fuses both the product and their daily lives, making it more appealing to their audience. Storytelling is huge part of marketing. Influencers will share personal experiences related to the brand, strengthening a deeper connection with their audience. They will also use visually appealing imagery and videos to grab attention and demonstrate product use. Collaborating with other influencers or participating in challenges and trends can boost reach and engagement. Influencers will also often use social media features like live streams, polls, and Q&A sessions to interact directly with their audience, creating a sense of community and trust. By maintaining transparency with an audience, influencers will build trust and loyalty, which raises the impact of their approval.