Best practices for social media marketing in fashion - a case study - Projects
Updated : October 2020
This brief article discusses the efforts of two Canadian researchers to develop innovative social media marketing concepts to engage large audiences with academic research on sustainability.
They took a detailed approach over two years to deliver sustainability related information through various avenues - curated content, regular scheduling of posts, reposting, posting in local languages, tailor-made content, and more. While these avenues are prominent, sustainability is not the key discussed topic in general.
Their avenues enabled more science and academic related experts to join the platform. The study concludes that right information targeting the right audience will enable them to make sustainable decisions. The article provides guidance for sustainable fashion brands to enable consumers make sustainable purchasing decisions through social media.