Social Media Strategy for Vaaya (Hypothetical)

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Contents List of images…………………………………………………………………………….….…3 Introduction ……………………………………………………………………………………4 Social Media At A glance………………………………………………………………………5 ▪ What is social media? ▪ Types of social media ▪ Marketing via social media platforms ▪ Pros and cons About the Brand: Vaaya………………………………………………………………….……7 Brand USP………………………………………………………………………………….….7 Brand Prism …………………………………………………………………………….…….9 Products………………………………………………………………………………………10 SWOT Analysis……………………………………………………………………….………11 Demographics……………………………………………………………………….…….….12 Psychographics……………………………………………………………………………….13 Persona Board………………………………………………………………………………...14 Social Media Presence …………………………………………………………………….…15 KPI………………………………………………………………………………………..…...16 Digital Marketing Strategy…………………………………………………………………...17 Social Media Strategy…S…o…c…ia…l …M…e…di…a…R…e…se…a…r…ch…P…a…p…e…r ……………..…….19 ▪ Pinterest ▪ Facebook ▪ Instagram Campaign…………………………K…hu…s…h…i …Ch…o…u…d…h…ar…i……………………………..24 Reflection………………………………U…G…F…M…C……L2……………………………………..31 Reference……………………………………………………………………………………..32 2

List Of Images FIGURE 1: BRAND COLLAGE .........2 FIGURE 2: BRAND PRISM..............2 FIGURE 3: PERSONA BOARD.........2 FIGURE 4: EMAIL ..........................2 Figure 5- THEME BOARD ..............2 Figure 6- MOOD BOARD...............2 Figure 7- TEAM SHEET- EDITORIAL CALENDAR ....................................2 Figure 8- BRAND SHEET- EDITORIAL CALENDAR ..................2 Figure 9- SCREENSHOTS OF INSTAGRAM POSTS ......................2 3

Introduction The influence of digital technologies is widespread in every spectrum of our lives. To make the most of this opportunity and stay relevant, brands need to curate a digital marketing strategy that will help them create brand awareness and drive sales. Through the module 'Fashion and social media', we aim to study the social media strategy of a brand and curate a campaign for any one of their social media accounts. The research paper includes the environmental study of the brand, social media analytics, and the scope of digital marketing in their overall marketing strategy. We hope to find the incompetency that hold the brand back in reaching out to its consumers and provide a 360° solution for the same. We intend to formulate key performance indicators that would give the brand a direction and market its USP easily. The key indicator of the success of a strategy lies in the analysis of the 3- week mock campaign suggested to the brand. The campaign includes collating an image bank, graphics- oriented creatives, and text with a similar voice. This project is profoundly important to understand the do's and don'ts of social media marketing and to run parallel to the dynamic marketing modes. 4

Social Media at a Glance • What is Social Media? Social media is a computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities.(DOLLARHIDE, 2021) They are basically websites and applications that enable users to create and share content or to participate in social networking.(SOCIAL MEDIA | Definition of SOCIAL MEDIA by Oxford Dictionary on Lexico.com also meaning of SOCIAL MEDIA, 2020) • Types of Social Media i. Social networks- To connect with people (and brands) online: Facebook, Twitter, LinkedIn ii. Media sharing networks- To find and share photos, video, live video, and other media online: Instagram, Snapchat, YouTube iii. Discussion Forums - To find, discuss, and share news, information, and opinions: reddit, Quora, Digg iv. Bookmarking and content curation networks- To discover, save, share, and discuss new and trending content and media: Pinterest, Flipboard, Dribble v. Consumer review networks- To find, review, and share information about brands, products, and services, as well as restaurants, travel destinations, and more: Yelp, Zomato, TripAdvisor vi. Blogging and publishing networks- To publish, discover, and comment on content online: WordPress, Tumblr, Medium vii. Social shopping networks- To spot trends, follow brands, share great finds, and make purchases: Polyvore, Etsy, Fancy viii. Anonymous social networks- To gossip, vent, snoop, and sometimes bully: Whisper, Ask.fm, After School (Foreman, 2017) • Marketing via Social Media Platforms Some businesses use social media for increasing their brand awareness, others use it for driving website traffic and sales. Social media can also help you generate engagement around your brand, create a community, and serve as a customer support channel for your customers.(What is Social Media Marketing?, n.d.) i. You get to tell your story and engage the audience. ii. You can grow an audience with a small budget iii. Learn about your competitors iv. Can build custom audiences v. Learn the buying patterns of your ideal customers vi. Increase your overall ROI (return on investment) vii. Increase your brand awareness (Henderson, 2020) 5

Social Media at a Glance • Pros of Social Media i. Social media allows people to improve their relationships and make new friends. ii. Social media facilitates face-to-face interaction. iii. Social media sites empower individuals to make social change and do social good on a community level. iv. Social media helps people who are socially isolated or shy connect with other people. v. Corporations and small businesses use social media to benefit themselves and consumers. vi. Social media allows for rapid communication during crisis events. (Bhasin, 2017) • Cons of Social media i. Social media users are vulnerable to security attacks such as hacking, identity theft, and viruses.(Social media users are vulnerable to security attacks such as hacking, identity theft, and viruses. - Social Networking - ProCon.org, 2015) ii. Unauthorized sharing on social media exposes artists to copyright infringement, loss of intellectual property, and loss of income. iii. Children may endanger themselves by not understanding the public and viral nature of social media.(Mike Study, n.d.) iv. Some people who use social media are prone to social isolation. v. Social media can entice people to waste time.(Social media can entice people to waste time. - Social Networking - ProCon.org, 2015) vi. Social media enables the spread of unreliable and false information.(Social media enables the spread of unreliable and false information. - Social Networking - ProCon.org, 2015) 6

Vaaya About Vaaya is a sustainable, body-positive clothing label promoting simplicity and comfort. Their artisan-made pieces harmoniously combine indigenous weaves with traditional hand skills and modern design. They first started their venture online in 2016 under the name 'Anora' and later changed it to Vaaya. They opened a store in New Delhi in 2017. They endeavor to share with everyone India’s vibrant textile heritage and culture. ▪ Belief VAAYA in Sanskrit means power and strength. They believe that the right attire can instrumentally make one feel strong and desirable. They believe in embracing simplicity, comfort, beauty, and good design; fluidly mixing the contemporary with the ethnic. ▪ Ecosystem Vaaya puts great emphasis on the people behind the brand and for the brand. It stands for their creativity, hard work, and the ideas of the team that make the brand unique. It celebrates the community of humbly confident consumers that choose to instill trust and faith in them. ▪ The Founders Mother- Daughter duo- Lata and Jyotsna Chaman, founders of Vaaya, started the business as a necessity for the family. Lata had been in the fashion space for a really long time with a store in Delhi’s Khan Market.(Mukherjee, 2021) While Jyotsna had a completely different background. When they started, she was working at an art auction house in Chicago. It is their belief in ethical fashion that made them work tirelessly towards it. Brand USP Most of the Indian ethnic wear brands boast only of their products being handcrafted. Vaaya attaches the aspect of sustainability to it, which assures the consumers of ethical production. It opts for making the brand as inclusive as possible by including sizes that brands often choose to ignore. It claims to be a body positive label. 7

FIGURE 1: BRAND COLLAGE 8

Brand Prism FIGURE 2: BRAND PRISM 9

Products Vaaya primarily caters to women and moderately to kids. They also had a line for men in 2018, but it’s no longer available. Their focus is mostly on clothing which they primarily started with but they soon also branched out into sarees, kurtas, bottoms, bags, footwear, dupattas, scarves, accessories and masks. All of their products showcase the rich textile and heritage of India. They do not keep inventories, and also custom make clothes for the perfect fit. They recently also launched a new line called HΛΛT by Vaaya. It will feature the artisans we have closely been working with. They have curated a large number of their works which will be available for purchase on their website and each order a person place on HΛΛT, will be packed and shipped directly from the artisans to them. 10

SWOT Analysis STRENGTH WEEKNESS ▪ Low social media engagement ▪ Sustainable ▪ Vague and outdated brand identity ▪ Quality Product ▪ People oriented ▪ Inability to communicate with audience ▪ Ethical Fashion ▪ Prompt service & delivery SWOT THREAT ▪ Ships globally ▪ Inaccurate brand representation ▪ Combination sizing ▪ Inconsistent marketing strategy ▪ Competitive Fast Fashion Brands OPPURTUNITY ▪ Charging excess money for larger sizes ▪ Social media markets ▪ Facebook groups ▪ Advocacy marketing ▪ Inclusive ▪ Market globally 11

Demographics ▪ Age – 21- 52 ▪ Location – Tier 1 cities along with limited footfall in tier 2 cities ▪ Gender – Female ▪ Min Education Qualification – Graduation ▪ Career- Homemakers, entrepreneurs, artists, fashion-oriented jobs ▪ Disposable Income - 75,000+ ( Per Month) 12

Psychographics ▪ Lifestyle- i. Someone likes reading, gaining knowledge ii. Updated with worldly affairs iii. Someone who doesn’t shop too often iv. Loves animals v. Likes to spend some leisure time alone vi. Would go for brunches ▪ Attitude & Values i. Believes in Feminism and equality ii. Stands up for self when required iii. A person who respects efforts ▪ Personality i. Affectionate ii. Good Listener iii. Vocal iv. Confident v. Well groomed vi. Punctual vii. Saviors ▪ Social Status i. Upper middle class ▪ Activities & Interest i. Appreciates art ii. Might engage in gardening iii. Travel Enthusiast iv. Prefers some form of physical activity 13

Persona Board FIGURE 3: PERSONA BOARD 14

Social Media Presence* @vaayaindia @vaayaindia @vaayadiaries ▪ Total Likes- 812 ▪ Total Likes- 6101 ▪ Total likes : 466 ▪ Total Comments - 28 ▪ Total Comments - 279 ▪ total Comments - 11 ▪ Positive comments - 26 ▪ positive comments - 259 ▪ Positive comments :10 (92.8%) (92.83 %) (90%) ▪ Negative- 0 ▪ Negative- 3 ( 1.07%) ▪ Negative - 0 ▪ Neutral - 2 (7.2%) ▪ Neutral - 17 (6.09% ▪ Neutral- 1 (10%) ▪ P: n - 26 ▪ P: n - 259:3 ▪ P: n = 10 Full Disclosure Data ▪ Total Comments - 318 I. Positive comments - 295 (92.7%) II. Negative- 3 (0.94%) III. Neutral - 20 (6.28%) ▪ Inference I. 6.28% OF our audience is still unaffected by our brand and needs to be engaged. II. About 0.93% have faced an issue and have negative opinion about us. Average Engagement ▪ No. of followers - 1,19,961 (Facebook and 2 Instagram accounts) ▪ Total Likes – 7379 ▪ Total Comments – 318 Positive: Negative 295:3 *(Analysis done on the basis of 40 posts of each account) * 15

KPI- KEY PERFORMANCE INDICATOR • Desired Outcome To create awareness and increase engagement amongst the audience aged 25- 50 by 15% • Importance of Outcome Our target audience based on affordability and product positioning are women aged 25 to 50. Our current social media followers are below this age range. Creating content directed to our customer’s ideal age range will help attract our target customers to our social media. • Analyzing progress Primary -Change in brand demographics with an increase in followers from the age range: 25-64 Secondary- Increase in engagement and traffic • Influencing the Outcome Through storytelling, correcting the brand narrative, and building a sense of community amongst the customers. • Person In Charge Social Media Manager- Khushi • Measuring Progress Increase of female followers of the age 25- 50 by 15% Increase in likes from females aged 25-50 by 20% Increase in engagement rate from 0.64 % to 4% • Progress Review Weekly 16

Digital Marketing Vaaya is built on marketing three features - sustainability, body positivity, and the people of the brand. The brand started in 2016 with an e-commerce platform and began social media marketing through Facebook and Instagram. It also practised email marketing through the newsletter subscription option. The brand launched quite a few campaigns and strategies that were great for the brand but did not devote themselves to it. The brand's beliefs align exactly with the current social issues that have been in the talks. The brand needs to focus on these concepts with emotional branding. Stories, memories, and emotions are factors that will help them bank on their digital presence. ▪ Building a cult online, through blogs, forums, groups on social media can also help build a loyal group of consumers. Email marketing can also help generate a personal sense of belonging. ▪ Vaaya can reap benefits by putting their money on promotions through social media. (PPC- Pay per click) Apart from being comparatively cheap, the target market of Vaaya matches the demographics present on Social Media. This can also make it possible for them to reach a global audience, as they do ship all over the world. (Currently, their reach on Instagram is 1% in the USA- modash report*) ▪ Through content marketing, the brand can address customers’ doubts, clarify important concepts, and show that it understands what drives its market. ▪ SEO can help drive sales to their website. ▪ The brand should also consider setting up a Facebook marketplace for easy consumer access. The brand should reconsider the pricing for bigger clothing sizes and not charge fat-tax, as that is one of the biggest reasons that can lead to the decline of the brand. 17

Digital Marketing Strategy ▪ SEO& SEM- The only way one can know about the brand is by typing out the name of the brand with attaching some words that denote style or fashion. SEO optimization with correct keywords is necessary for the brand to get gain more traction to their website. ▪ Website – www.vaaya.com - Inclusion of the social media networks they use on their website. - Style gallery to highlight the different women showing off their clothing. This will help new customers to understand and build trust on the brand quality. - Inclusion of about the brand, which highlights the main essence of brand – sustainability and body – positivity. Then a section in that which talks about the eco-system and belief of the brand. Currently the website only has a section ‘behind the brand’ that does not define the brand well. - Mobile optimization of the brand is not that strong and might get difficult for a user to experience the website. - Description of their collections, would help the brand connect more. ▪ Email Marketing – On subscribing to their emailing list, one gets a very underwhelming response for onboarding. One might even skip the email, or ignore it due to it non- welcoming nature. An inviting email should contain excitement, diving deeper about their brand USP and social media links. They could invite them to be a part of the ‘IamVaaya’ initiative which would ultimately help them in community building. Filled cart reminders, updates of new collection should also be sent via email marketing. ▪ Content marketing – Providing knowledge and information apart from the brand but about the values they believe in, will engage their audience more cand can indirectly help generate sales. Style guides, knowledge on print and embroidery, brand ethics, kaarigar details will help the consumer to understand the brand better. FIGURE 4: EMAIL 18

Social Media Strategy Vaaya initially started strong with its digital marketing with various campaigns. They initially focused on the people of the brand with the initiative ' I am Vaaya' where they featured several customers, their team, and their kaarigars as well. They even created live sessions and pre-produced videos to highlight this initiative. For the marketing of their clothes, they chose to highlight their customers only. Slowly these campaigns started fading out. Their brand language and personality slowly got lost in their varied creative direction for shoots. Even a few of the products that they launched did not resonate well with what the brand initially started with. This change in personality, inconsistency in posting, delay, or negligence of comments also led to the low engagement of the brand. Being a body-positive brand, one can hardly see plus-size models. All their campaigns have been great initiatives but weren't amplified enough or targeted with the right ads to generate revenue. The account focused on behind the scenes and the tales of the mother-daughter duo failed to grab any attention and has been inactive since March 2020. Their engagement rate on Instagram has now dropped to 0.64% (acc to modash report*) Their Pinterest account is being managed by a third person and has only options to visit the website. It isn't updated and doesn't have a personality of its own. It needs to be built again with a fresh perspective. Vaaya’ s Facebook account has more followers than Instagram but is also a victim of low engagement. With more interest and engagement on their old content on Facebook and a larger audience, it is possible to retarget this audience better with similar content now and gather their attention back to purchasing from Vaaya. 19

Pinterest Pinners spend 30% more on fashion than people not on Pinterest.(3 reasons Fashion Brands should be using Pinterest | Style Up Social Academy, 2018) Women say Pinterest helps them discover new style brands more than any other platform. They also say Pinterest is the platform that inspires them to spend more on style than any other.(The fashion beginners guide to Pinterest | Style Up Social Academy, 2021) ▪ Pinterest is a great platform for clothing brands as it puts your products in front of an audience that is eager to shop. ▪ It serves a great purpose for increasing brand awareness and can redirect them to the main website itself, increasing a chance for a purchase. ▪ When new customers make it to your site and see you’re on Pinterest, it can increase your reach and bring awareness to your brand. By adding the “Save” button on your site, pinners can save the items that they like and come back to buy them at a later date.(3 reasons Fashion Brands should be using Pinterest | Style Up Social Academy, 2018) 20

Facebook • Video Content Facebook has been pushing video content for a couple of years now. (Parson, 2019) Videos get more exposure in the algorithm by default compared to other types of posts, and they tend to be more engaging as well. (Parson, 2019) Vaaya's own live and pre-produced videos are part of their highest engaged content. • Retargeting ads Vaaya has a huge following on their Facebook which has turned cold to their content. To bring them back, the use of custom ads targeting their emailers list, consumers that engaged previously would help the brand rather than trying to gain the attention of a new audience. • CTA Customize the page's call to action button. It will redirect the consumer to their website instead of messaging them. • Facebook groups There had been a backlash against the commercialization of the platform which led Facebook to try to emphasize social and casual relationships over brand-based relationships. Building a group to discuss about the brand, issues women have regarding clothes, curating short blogs for them specifically, offering first-hand access to their new collection will help them build a cult and gain consumer loyalty. • Quick response Quick action on the consumer's comments and messages will ensure the consumer that you are listening to them and making them your top priority. It also helps the consumer make a decision fast rather than them forgetting about it. • Keeping values fresh and new consumers hooked Vaaya used to promote their kaarigars, space they worked in, and celebrate consumer reviews. This habit was left back in 2017 which made it difficult for a new consumer to understand the main values the brand is built upon. • Facebook market place Facebook Marketplace surfaces products relevant to consumers, helping your business find the right customers (Watson, n.d.) This helps ensure that your product is being seen by the right audience, ultimately resulting in an increased opportunity that the interaction will lead to a purchase. (Watson, n.d.) Vaaya will be able to get an extended reach through the marketplace. 21

Instagram- Main Strategy • Engaging Stories Stories with customer photos, interactive polls, products with a swipe-up action help the consumers stay more engaged. It makes them feel that they are in charge of making decisions and their input holds value. This also reduces the pressure of posting new content too often. • Consumer Interaction Instagram prioritizes displaying posts that have more engagement than other posts using the same hashtag. (Elsley, n.d.) They need to reply back to the consumer on the post even if they have replied to them personally. This way, engagement on the post increases and other consumers with a price query/ comment get assurance of a reply. • Reels Reels are currently the most important feature of Instagram and also have a dedicated section for them. And while they’re quick to create, they’re also quick to consume meaning viewers can get to know you and your brand without investing a lot of time.(Davis, 2020) • Guides Vaaya can take benefit of this Instagram feature by collating posts of similar outfits, cuts, design, or price range so that the consumer has easy access to the specific designs they are majorly interested in, rather than scrolling for it. • Video Content Video content for a brand like Vaaya is extremely important to highlight the process of manufacturing that sets it apart from other brands. The concept of story-telling which is something extremely crucial for the brand to convey messages to the audience can be justified well using videos. • CTA CTA – Call to action; directing customers through posts, through stories, directly to the specific landing page of the apparel/ accessory so that they do not have to specifically find it on the main website. It makes shopping hassle free. Since they have a good number of followers, the swipe up feature is also available for them. • IGTV Live Transparency is key for clothing and home textiles brands to win consumer trust and confidence. ('Transparency is key for brands to win consumer trust', 2020) They can initiate transparency by showcasing live behind the scene, they can have live conversation and answer any questions people have about them. • Use of story-telling Story-telling from the brand’s side using consumer experiences about team’s life can help evoke an emotional response from the new customers, it can build relatability and ensure confidence in the brand. 22

Why Instagram & How Are We Going To Use It To Our Advantage? • The brand it self has shifted it’s focus from Facebook to Instagram; they have slowly started getting more traction on their Instagram than Facebook. Requests for price have also increased on Instagram, even though they have promotions running on both accounts. Instagram features like Reels, IGTV, guides, shop will help them grow. • A social media engagement study reported that brands see a median engagement rate of 0.09% per Facebook post, in comparison to a 1.60% median engagement rate per post on Instagram.(Jackson, 2019) • The concerns/concepts they support like sustainability, body positivity gain more engagement on Instagram, where several forums are extremely active and highly engaged with. It’ll be easier for them to collaborate as well. • We had statistics available for their Instagram account, that helped us measure their progress and find their most engaged posts with, which helped us create a campaign which you will further learn about. • Even though Facebook has a bigger audience, engagement on Instagram is higher. • Instagram pushes reel and it’s a great way to showcase collections using trending sounds. • Response to the Paanch- panache will be calculated through reshares, people sharing their stories based on the same concept, interactions and use of the #PaanchPanache hashtag. • An increase in website clicks will indicate the response of consumer to the campaign and their liking towards the product placement. • An increase in sharing reviews/feedbacks or customer’s own Vaaya stories, will indicate a success of the campaign, the approach to community building will provide useful. • New audiences can be reached through tagging forums, companies, that match our brand values, for example - @fashionrevolutionindia • The guides would help the consumers to see the best pieces from all collections, since Vaaya has seasonless collections with customisations available, it will work as a benefit. • Achievement of the KPIs would indicate success. 23

Campaign Clothes can have a great impact on your mood, it can help you feel confident, lift your moods, or even sometimes adjust to an emotion. Our aim is to capture these feelings that different individuals may experience from kaarigars to consumers. Their feelings attached to the piece of clothing they sew or the clothes they wear during this process. The idea behind this campaign is to highlights the emotions attached to a clothing and the life it has. The aim is to highlight the quality of the product subtly and bring out the stories of consumers of Vaaya while refurbishing their old concept ‘I am Vaaya’ This campaign would be a curation of short films, pictures and blog posts. Its goal is to retarget consumers, build new audience and create a community of socially responsible individuals. Story-telling would be used to give justice to the campaign idea. Paanch- panache (Short Film)- This short film would feature 5 women, real life Vaaya consumers, a story related to their Vaaya clothing or their emotions towards the brand. Fashion Revolution Week- This is where the team behind Vaaya gets highlighted, to show a transparent process and an ethical functioning of the brand. Reels, stories, carousel posts will be used. Consumer Feedback/ Review- Channelizing real feedbacks into posts for the brands. International Dance Day- Using events like these to showcase utility, comfort functioning of Vaaya Clothing. Highlight the family, friendly, happy feeling of the brand. Versatile Vaaya- Suitable clothing for different moods, different occasions, quarantine edit, varieties in colours, extensive sizing option, global consumers. 24

Theme Board FIGURE 5- THEME BOARD 25

Mood Board FIGURE 6- MOOD BOARD 26

Editorial Calendar FIGURE 87- BRAND SHEET- EDITORIAL CALENDAR FIGURE 7- TEAM SHEET- EDITORIAL CALENDAR 27

Our Instagram Page FIGURE 9- SCREENSHOTS OF INSTAGRAM POSTS 28

Hashtag Strategy Their Old Hashtags- #shoplocal #madeinindia #ikat #wearhandmade #handcrafted #naturaltextiles #handmade #consc iousliving #meaningfuldesign #slowfashion #heritagetextiles #sustainablefashion #ethicalfashion # handmadeisbetter #ethicalbrands #weaversofinstagram #shopslow #ecofashion #vocalforlocal #ha ndloom #handwoven #craftsmen #iwearhandloom #handwoventextiles New Hashtag Strategy- Constant brand hashtags #iamvaaya #vaayaforall #vaayapeople Few everyday hashtags #ikat #consciouscollective #iwearhandloom #craftsofindia #ethicalfashion #indianethinicwear #weaversofinstagram #bodypositivemovement #vocalforlocal #shippingglobally #wearhandmade #indowestern #handloom #seasonless Hashtags according to occasions - International Dance Day- #internationaldanceday #internationaldancedayindia #dancingtrio Fashion Revolution Week - #whomademyclothes #imadeyourclothes #itscooltocare #fashionrevolutionindia #fashion revolution #HaatbyVaaya Campaign Hashtags - #Paanch-Panache 29

Reflection This project was an extremely interesting project. As I researched deeper into the brand, the garb of beautiful content comes off of their Instagram and all you have in front of you is numbers, that speak louder than the following bar on social media. I have managed to understand the policies of the company, their thought process and their ideation behind this brand. The wrong representation of being body positive and inconsistency in handling social media has made their digital marketing attempt a fail. After analyzing all points, I have tried to suggest a few strategies that the brand could work upon, in order to increase their brand engagement and generate more awareness. Standing true to beliefs is one of the most important ways to promote your brand. 30

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Reference Mukherjee, P., 2021. Sustainable fashion is gaining ground and is quickly turning into a habit. [online] Free Press Journal. Available at: <https://www.freepressjournal.in/weekend/sustainable-fashion-is- gaining-ground-and-is-quickly-turning-into-a-habit> [Accessed 27 March 2021]. Styleupsocialacademy.com. 2018. 3 reasons Fashion Brands should be using Pinterest | Style Up Social Academy. [online] Available at: <https://www.styleupsocialacademy.com/reasons-fashion-brands- should-use-pinterest/> [Accessed 30 March 2021]. Styleupsocialacademy.com. 2021. The fashion beginners guide to Pinterest | Style Up Social Academy. [online] Available at: <https://www.styleupsocialacademy.com/the-fashion-beginners-guide-to- pinterest/> [Accessed 30 March 2021]. Styleupsocialacademy.com. 2018. 3 reasons Fashion Brands should be using Pinterest | Style Up Social Academy. [online] Available at: <https://www.styleupsocialacademy.com/reasons-fashion-brands- should-use-pinterest/> [Accessed 30 March 2021]. Davis, l., 2020. Is Instagram Reels Worth Pursuing? Pros and Cons for Marketers. [online] SocialMediaExaminer. Available at: <https://www.socialmediaexaminer.com/is-instagram-reels- worth-pursuing-pros-and-cons-for-marketers/> [Accessed 30 March 2021]. Watson, C., n.d. How To Sell on Facebook Marketplace: A New 2019 Growth Channel. [online] The BigCommerce Blog. Available at: <https://www.bigcommerce.co.uk/blog/selling-on-facebook- marketplace/> [Accessed 30 March 2021]. Parson, J., 2019. How to Grow a Clothing Company With Facebook Marketing. [online] Boostlikes.com. Available at: <https://boostlikes.com/blog/2019/10/grow-clothing-company-facebook> [Accessed 30 March 2021]. Fibre2fashion.com. 2020. 'Transparency is key for brands to win consumer trust'. [online] Available at: <https://www.fibre2fashion.com/news/apparel-news/-transparency-is-key-for-brands-to-win- consumer-trust--269599-newsdetails.htm> [Accessed 16 May 2021]. Fibre2fashion.com. 2020. 'Transparency is key for brands to win consumer trust'. [online] Available at: <https://www.fibre2fashion.com/news/apparel-news/-transparency-is-key-for-brands-to-win- consumer-trust--269599-newsdetails.htm> [Accessed 16 May 2021]. Jackson, D., 2019. Instagram vs Facebook: which is best for your brand’s strategy?. [online] Sprout Social. Available at: <https://sproutsocial.com/insights/instagram-vs-facebook/> [Accessed 16 May 2021]. 32

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