Project Four: Company Research Paper
In FASH120: Intro to Fashion Industry, the research paper’s purpose was to identify a current political, cultural, or social phenomenon and products from a pre-existing fashion, beauty or lifestyle brand. Then research two brands or retailers who have captured the phenomenon. Lastly, identify the target market from the chosen brand or retailers that will attract through its association with the phenomenon. Include product categories and assortments and devise a marketing plan.
Skills
Research
Marketing Concepts
Brand Alignment
Writing
SWOT Analysis
Campaign Development
“SUSHEINABILITY”
CHANGING THE GAME OF FAST FASHION
The Process
The Process
For this paper I wanted to lean into sustainability and getting into the harms of fast fashion without being too oversaturated. My paper focused on SHEIN and how they are guilty of many poor practices in the fashion industry.
My campaign idea for their marketing was to pivot to promoting sustainability through recycled clothing instead of just adding to the textile waste. I provided example companies (Levi’s and Patagonia) that I researched that have done similar successful campaigns to validate the realisticity of SHEIN accomplishing theirs.
After introducing the campaign, I furthered my research by providing an outline of the target market and all the graphics that were necessary for this campaign to be a success. I built customer profiles for targeted audiences, and then devised a product assortment. I ended the paper with my marketing plan on how the products would be sold and where to any consumer.
Outcome
This was my second extensive paper on sustainability and fast fashion but my first on campaign work and research on other companies to back my idea. I was able to successfully develop a marketing plan, campaign, and product assortment, all while providing valuable information from thorough research.