How can fashion brands utilise reference groups to promote a positive brand image in their marketing campaigns? by Becca Carroll (student)

Target Audience

rcarroll2_2 — 2023-12-04 14:56:24 UTC

I want to target 18-25 (also known as Gen Z)

Dove Self- Esteem Campaign

rcarroll2_2 — 2023-12-04 15:03:31 UTC

Objectives

rcarroll2_2 — 2023-12-04 15:11:00 UTC

My objective is to be able to get the more popular fashion brands such as PLT to become more body inclusive in their marketing campaign.
I also want to discuss how these fashion brands mainly use social-media influencers to help achieve this positive body image & how it will influence consumers.

The Influence of Reference Groups on Consumer Connections to Brands (Journal of Consumer Psychology)

rcarroll2_2 — 2023-12-05 12:47:48 UTC

This article explores how reference groups play an important role in influencing consumers' connections to brands.

When people see others such as athletes and celebrities endorsing & using a particular brand, it creates a sense of connection and belonging

Journal of Consumer Psychology Journal

rcarroll2_2 — 2023-12-05 12:49:44 UTC

Nike have successfully utilized reference groups by featuring admired athletes and celebrities inspiring consumers to connect with their brand and promoting a positive body image.

Nike Better for It Campaign

rcarroll2_2 — 2023-12-05 12:51:44 UTC

A call to action to share,promote and embrace women's fitness and sports

Consumer Behaviour:A European Perspective

rcarroll2_2 — 2023-12-05 13:14:28 UTC

Consumer Behaviour: A European Perspective

rcarroll2_2 — 2023-12-05 13:16:36 UTC

Defintion of reference group: A reference group is a group of people that an individual refers to for comparison when making judgements about his or her own circumstances, attitudes & behaviour

Consumer Behaviour:

rcarroll2_2 — 2023-12-05 13:22:02 UTC

This article addresses word-of-mouth and how much consumers talk about products and services. If a consumer hears negative feedback about a product/ brand from one of their reference groups they will no longer purchase from it due to their attributes and beliefs.

Social Media Peer Communication & impacts on purchase intentions: A Consumer Socialization Framework (Journal of Interactive Marketing

rcarroll2_2 — 2023-12-05 13:27:37 UTC

Journal of Interactive Marketing

rcarroll2_2 — 2023-12-05 13:29:21 UTC

This journal article explores how social media platforms enable peer communication & how these interactions impact consumers' purchase decsions, including the role of reference groups in shaping consumer behaviour

Brand Strategies: Sports Fandom

rcarroll2_2 — 2023-12-05 13:39:19 UTC

As sports sponsorships and viewership grows, brands must reconsider their strategies to capture new sports fandom online and offline.

Gen Z: Decoding Social Media Aesthetics

rcarroll2_2 — 2023-12-05 13:47:38 UTC

Subcultures have always existed and we’ve been tracking them digitally for many years, but 2020 reached a tipping point as Gen Z found itself bored and lonely at home during the pandemic

Gen Z: Decoding Social Media Aesthetics

rcarroll2_2 — 2023-12-05 13:48:20 UTC

Concept

rcarroll2_2 — 2023-12-05 13:55:00 UTC

In my video i want to explore how fashion brands, Fenty, Nike

have used reference groups specially influencers to promote a positive portrayal of brand images in their marketing campaign.

Social media trends drive clothing sales. A rise in online posts and influencer marketing on platforms like Instagram and TikTok are pushing up demand, especially among the younger generation, by encouraging a daily fashion-conscious culture.

Recommendation 1

rcarroll2_2 — 2023-12-05 13:59:32 UTC

One recommmendation is i want to suggest how the larger fashion brands such as Pretty Little Thing need to take some inspo from these smaller fashion brand with body positive images in their marketing campigan

Summary

rcarroll2_2 — 2023-12-05 14:02:29 UTC

Many brands have only just started to use body-positive images/influencers in their marketing campaigns, unlike brands such as Fenty who started their brand including body-positive images/influencers.
The discussion of reference groups and how brands use them to help with their marketing campaign.
Key words: Reference group influencer, influencer marketing, social media, word of mouth, body image, digital self

Fenty X Savage by Rihanna

rcarroll2_2 — 2023-12-05 14:03:16 UTC

Rihanna's brand Fenty x Savage showcased amazingly stylish lingerie and loungewear, featuring women of different skin tones, shapes, and sizes. It was an unequivocal rejection of the one-size-fits-all Europeanized beauty standards that dominated American culture for centuries.

Journal of Consumer Marketing

rcarroll2_2 — 2023-12-05 14:05:18 UTC

Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

rcarroll2_2 — 2023-12-05 14:06:05 UTC

Examining Body Positivity in Rihanna's Savage X Fenty Lingerie Runway Show

rcarroll2_2 — 2023-12-05 14:08:24 UTC

Rihanna's brand has been celebrated for embracing diversity and inclusivity in theur marketing & runway shows.

Pretty Little Thing

rcarroll2_2 — 2023-12-05 14:28:44 UTC

We aim to inspire confidence in our customers when it comes to how they dress and present themselves to the world, endeavoring to build a community of #EveryBODYinPLT. A movement towards body positivity, equality and all round feeling yo’self regardless of body type, race or gender.

Recommedation 2

rcarroll2_2 — 2023-12-05 14:52:55 UTC

Another recommedation i want to make in my video is getting brands to use influencers that will appeal to my target audience of 18-25 year olds (gen z). Pretty Little Thing have started to do this

Recommendation 3

rcarroll2_2 — 2023-12-05 15:29:34 UTC

Encourage user-generated content: fashion brands encouraging their consumers to share their own experience and style with the brand products/should include this in their marketing campaigan

different types of reference groups e.g influencers (source credibility) & upcoming trends and trend forecasting

rcarroll2_2 — 2023-12-07 09:22:25 UTC

all types of examples

rcarroll2_2 — 2023-12-07 09:33:35 UTC

explaining my concept to other fashion brands

rcarroll2_2 — 2023-12-07 09:37:50 UTC

advance search on one search

rcarroll2_2 — 2023-12-07 10:18:32 UTC

what is cocktail attire for women?

lmnvzhg — 2024-07-27 05:52:11 UTC

Women's cocktail dresses are a cross between everyday wear and formal evening dresses and are suitable for social events held in the late afternoon or early evening. Cocktail dresses are usually chosen in pure colours such as black, grey, white, pink, or saturated colours such as dark blue, green, red, which usually look elegant and feminine. Skirt type, short skirt is more common, the length is usually slightly above the knee, you can choose a larger hemline or fluffy umbrella skirt, in order to make the legs look thinner. For material, lace is a good choice, while cotton, jersey and other more casual materials are less suitable for cocktail occasions.