Week 7

Hello everyone, welcome back to my blog! This week we did three videos. On monday we did a video using Sabrina Carpenter’s song ‘espresso’ since it’s been trending on social media and being used for a variety of different trends. On Tuesday we released a video that focused on bags in the store. However this video did not do well and only got 420 views with an average watch time of 4 seconds. We concluded that it was because we posted it in the morning and there was no type of question or content that people could respond to or send to others. So for Wednesday we did two videos showing what was in the bags that we have. For one of them we put no audio over it, we just had the assistant manager talking the entire time in one take so that we could make it as natural and authentic as possible. For the second video we recorded the assistant manager putting things into a bag to show people how much could fit in it. On Thursday we did one video showing different items Kelly was going to pack for a vacation. We now have a lot of videos recorded and edited so we’ve planned out a schedule with the days and times and we’re going to monitor the posts to see how much reach they get. 

Outside of my internship, I read “consumer awareness about sustainable fashion” from the marketing management journal to understand what consumers understand about sustainability in the fashion industry and how that impacts their buying. Their research found that even though people said they cared about sustainability, they don’t usually follow through when it comes to purchasing. They found that the reason for this was because people were not very knowledgeable about sustainability. They found that out of the different areas of sustainable fashion, Consumers are most aware of recycle & vintage, followed by fair trade & locally made, organic & vegan, and artisan & custom. By spreading information about sustainability, they argue that it can help people choose more ethical clothing options. 

Additionally, I put out my survey online and went to the east village to put up some flyers with the QR code. I hope to also go to other locations near colleges in NY to get responses from the target audience. 

In the upcoming week I will continue to look more into humor on social media and how it can be used as a marketing strategy. I will also look more into social media’s effect on how sustainability has been spread.  I also plan to wrap up my survey soon and review the results within the next two weeks or so.