Branding and Communications- Telfar

CONTENTS

GLOBAL CONSUMER

CONTENT MAPPING

CONCEPT

CONTENT CALENDER

CHANNELS

VISUALISATION

MEASUREMENT CONCLUSION BIBLIOGRAPHY APPENDIX

INTRODUCTION

Designer Clemens Telfar founded the brand Telfar in 2005 (Fernandez & Cordero, 2020), combining two things usually thought of as opposite- utilitarian American fashion and inclusivity (Blacksher, 2021). The brand creates clothes, shoes but most famously the ‘Shopping Bag’ which can be seen on inner city Bushwick commuters to supermodels such as Bella Hadid. It has become a fashion statement for many with the main selling point not being the bag- but what it represents, inclusivity and community (Blacksher, 2021) and the bag has been given the name “The Bushwick Burkin” (Blacksher, 2021), due to it’s desirability within lower income minority communities. Within this content strategy, Telfar will focus on environmental sustainability, in particular low water consumption. The content is designed to educate, engage and create a sense of community, Clemens main goal for Telfar (Blacksher, 2021).

GLOBAL CONSUMER

THE YOUNG CREATIVE

AGE: LATE GEN Z 18-24

INTERESTS: PODCASTS, INFLUENCERS, FASHION, SOCIAL MEDIA, SOCIO POLITICAL ISSUES

WHERE: NEW YORK, USA, JAMACIA, TRINIBAD AND TOBAGO (Googletrends, 2021).

Clemens Telfar focuses on inclusivity within the brand; the tagline: “Not for you - for everyone”, (Telfar, 2021). Although Clemens wants anyone regardless of any background to purchase from the brand, the typical global consumer of Telfar tend to be Generation Z (Blacksher 2021), evidenced from the models on instagram and from interviews from consumers as they are within this age range (Telfarglobal: Instagram, 2021).

Consumers are often black (female or male) as Telfar is a black owned brand (Telfar, 2021), focusing on “freedom from the gender binary”(Olu, 2020). Telfar want to remind POC that they “are part of a diverse community”, (Olu, 2020). Many people feel that “the culture of exclusivity in fashion is rooted in white supremacy and systemic oppression” (Olu, 2020).

Clemens Telfar, the brand creator, called Telfar “genderless, democratic, and transformative”. Telfar also want marginalised people; “especially queer people” (Blacksher, 2020) who tend to use gay dating apps e.g, grinder, to feel accepted by a community by creating exclusive content for those apps (Anderson, 2016).

Figure 1.

Figure 2.

The Gen Z consumer are progressive and interested in current issues (Casey, 2021); supporting social issues and often campaigns for rights for LGBTQ rights, or the Black Lives Matter (BLM) campaign. Telfar consumers sold-out a T-shirt collaboration with BLM in 2019 where all proceeds were donated to the charity, (Colyar, 2019).

Consumers are often C2 social grade, with the bags sitting at a lower price point at $191.00$322.00 (Telfar, 2021). Consumer often save up to purchase from Telfar, using ‘Klarna’ to pay in instalments, or the ‘Bag security Program’ to ensure their desired colour of ‘The Shopping Bag’ (Telfar, 2021).

inclusivity aren’t exclusive and that “everyone deserves nice things regardless of race or gender” (Olu, 2020).

The consumer tend to be active on social media, especially instagram as it is their top destination stories to bring visibility to its community of fans, “There has never been a bag that I’ve wanted to take a picture with and post on my IG [prior to Telfar]” (Blacksher, 2021). Gen Z are also the most likely to 32.15% of it being from ‘Instagram’ and 30.11% from ‘Twitter’ (Similarweb, 2021). Despite this, most conwith the top searched words being “Telfar” (40.10%) and “Telfar Bag” (34.68%), (Similarweb, 2021). Consumers have a strong sense of self- identity, wants to stand out and be seen as fashionable and associated with the symbol of group identity that Telfar represents (Blacksher, 2021). Telfar podcasts with 62% of young consumers 13-39-years-old listen to podcasts, with 26% reporting that they listen to podcasts every week, and are also more likely to interact when celebrities or Youtubers are involved (Ypluse, 2019).

TRAFFIC FOR TELFAR.NET VIA SOCIALBLADE

Figure 3.

CONTENT MAPPING

MARKETING FUNNEL/ MAP KEY

1.

3.

2.

4.

5.

CONTENT MAPPING 1

AWARENESS

• Presence on most social media apps: Instagram, Twitter, Facebook, YouTube and TikTok.

• Own their own TV channel “Telfar.TV”

• Not active on Facebook/TikTok.

• Most active on Instagram, frequently posting up to multiple times a week.

• Created pop up events for their swimwear collection, where the location was only available on gay dating apps (Anderson, 2016).

• Have collaborations with multiple brands from Ugg to fast food chain ‘White Castle (Telfar, 2021).

Figure 4.

Figure 5.

#TELFEEZY 1

Figure 6,7,8.

They maintain accounts on all popular social media to achieve a full (32.15%) (Similarweb, 2021), due to them being most active on the app. Facebook isn’t used by Gen Z, which is why they aren’t active, however TikTok is. Despite not being active on TikTok, (Doyle, 2021), they have nicknamed Telfar ‘Telfeezy’ by their consumers, with the name harbouring 15.5M views, the second most viewed Telfar related hashtag after ‘#Telfar’ with 55.7M views (Source: Tiktok: Online). Telfar’s a pop up event (owned media) on Fire Island for their new swimwear collection in 2016 attempted to reach gay consumers to welcome them to the Telfar community (Anderson, 2016).

Figure 9.

CONTENT MAPPING

ENGAGEMENT

• Telfar engage frequently with instagram, as does the consumer with a 4.69% engagement rate (Socialblade, 2021).

• On instagram they are frequently posting, doing ‘lives’ to have live panels, giving consumers a glimpse at upcoming colours of bags and reposting consumer’s photos (Telfarglobal: instagram, 2021).

• Telfar social media content is personal and engaging and shows consumers depth to the company, making them feel as if they are part of a community.

• There is similar content on their twitter as their instagram posts e.g. upcoming drops, but not as frequent.

• Telfar have their own TV channel where they do live panels and drops and re-upload consumer content.

CONTENT MAPPING

Telfar.Tv is an avant-garde concept, released last month by Telfar. It is a 24hour broadcast that plays editorial videos, campaign videos (owned media) hosts live pannels showing new collections and as well as videos sent in from, consumers of the brand, often sporting Telfar bags (shared/owned media) (Escalante, 2021). Clemens claims that Telfar is more than a brand, more

delve deeper into the community that him and his brand represent (Escalante, 2021).

Figure 11.

Figure 12.

EVALUATION

• Telfar’s website a showcase of every years previous collection and a ‘news’ section which is a direct link Telfar, 2021).

• They also feature descriptions of the products on their website e.g. size, survival kit” (Telfar, 2021)

• The website also features info on shipping including International and details on how to set-up Klarna prior to live Shopping Bag drops so you won’t be at a disadvantage due to how quickly they sell out (Telfar, 2021).

• No permanent physical store for consumers to feel material/ quality prior to purchase.

• Website average visit duration of 3 minutes 4 seconds, 8.56 pages per visit and bounce rate of 24.54% (Similarweb, 2021).

from Telfar buy because of what the brand represents and because they want to be part of the community, rather than due to the materials/ quality of the bag (Blacksher, 2021).

Figure 14.

CONTENT MAPPING

4

PURCHASE

• Consumers have the ability to purchase though the website, where they can use the instalment plan Klarna to break up the purchase into 4 payments and make it more affordable for those with lower incomes (Telfar, 2021).

• This increases purchases as “73% of Gen Z and millennial shoppers would consider bringing fashion purchases forward if paying in instalments is possible” (Rohloff, 2021).

• On Telfar.TV the broadcast will occasionally show a QR code on screen which will send bag which has been well sought over and is only available through Telfar.TV (Escalante, 2021).

• Although Telfar do many things to ensure consumers are able to buy, many complain that they are unable to get a shopping bag due to how quick they sell out and want Telfar to make it more accessible (TelfarGlobal: Instagram, 2021).

• Telfar have a bag security program which allows costumers to purchase any colour of bag for 48 hours, they then produce them made to order (Pauly, 2021).

of someone who is of lower income (Blacksher, 2021). Thisserves nice things regardless of race or gender” (Olu, 2020).

CONTENT MAPPING

5

POST PURCHASE

• Customer service on website regarding returns, how to contact them and how to care for your shopping bag (Telfar, 2021).

• Consumers can sign up for bag security programs when they are happening to receive reminders, as well as subscribe to their mailing list for new drops.

• Telfar will also email saying thank you for purchase and provide you an order number and later tracking info as well as updates on your shipment.

• Consumers have the ability to send images and videos of them with their purchases to Telfar via social media or through a QR code on TelfarTV, creating a community, which will then later be chosen to be reposted.

• Telfar do not however offer returns on shopping bags (Telfar, 2021).

The main post purchase incentive for consumers would be the community that they become a part of. It is incredibly important to many consumers especially marginalised people who feel as if they do not belong within the community of a luxury brand, critics argue that this is the main reason for the popularity and recent growth of Telfar, (Fernandez and Cordero, 2020).

Figure 18.

CONCEPT

In collaboration with One X One, Telfar will release three pieces of content for their ‘TF?’ Content strategy; a play on the word Telfar and the colloquial phrase ‘the f****,; grabbing readers attention.

Firstly, a live podcast will highlight how One X One has helped Telfar reduce their water usage for the manufacturing of the ‘Shopping Bag’, and are now using sustainable dyes. The podcast will highlight key facts such as how 1.5 Trillion litres of water are used by the fashion industry yearly and how 200 tons of water are needed to dye one ton of fabric (Charpail, 2017). Telfar will explain that by using low-water immersion dying and using natural dyes they have become a more sustainable brand. Natural dyes exhibit better biodegradability and generally have a better

Karimi, 2011). During the podcast the panel will show off the new ‘TF’ bag, as well a release several ‘drips’

Telfar will invite black fashion Youtubers to the panel, e.g. Jackie Aina, alongside Black celebrities e.g. A$AP Ferg (who was at Telfar.Tv launch). By using Youtubers it creates trust between the podcast and the consumer (YPulse, 2021), and aligns with Telfar’s current communication and brand values as a black owned brand that wishes to create a “community for young black creatives” (Blackthe importance of sustainability, personally and within Telfar.

Telfar have the ability to present this educational content authentically due to their current efforts of being

current communication as they have previously done panels on instagram via live (Telfarglobal: Instagram, 2021).

Figure 19.

CONCEPT

One X One will also collaborate with Telfar to create a bag, in the colour ‘TF’. The bag will use Telfar’s vegan leather and all cotton packaging (Rotish, 2020). Their new dying processes will be implemented. During this podcast Telfar will release a ‘drip’. Ensuring no over production. It also reinforces the brands goals to create a community as its shows they see each individual consumer. 50% of sales of the bag will go to One X One to help them further their sustainability practices within Telfar and the other brands that they work with e.g. Swarovski, (Roshitsh, 2020). This creates a two - way interaction between the consumer and the charity, and help achieve the Telfar’s

will be done during the podcast; a QR code will come up and customers will be able to scan it and be sent to a website link where they are able to complete the purchase.

Telfar will create ‘behind the scenes’ content of the bag with One X One. Visual content of the process showing the dyeing process narrated by workers and Clemens Telfar. The behind the scenes will also feature the decolour was created. Target consumers of Telfar are often working class thus by appreciating and highlighting the work that goes in from workers duringal tone, whilst also showing emotion of the workers pride within their work and passion for sustainability. This gives the videos and the brand a “clear (..) purpose” of the mission of sustainability; “crucial to a good brand story” (Bacon, 2013).

Figure 20.

SWOT FOR CONCEPT

CONTENT CALENDER

22nd MARCH 2022WORLD WATER DAY

Teaser image for TF podcast and bag

Via Instagram (grid post)

Twitter (Timeline post)

Key message: highlight importance of sustainability on World Water Day, and inform consumers of up-

22nd APRIL 2022EARTH DAY 9PM ET

Live TF podcast release

Via TV - Telfar.Tv, visual video content

Key message: Bring out the podcast on Earth day to show the importance of sustainability.

MAY 22ND 2022BIODIVERSITY DAY

Re-upload shortened highlight clips of podcast onto social media

Via Instagram (grid post) Tiktok &Twitter.

Key message: highlight ‘best bits’ content for consumers who missed the live podcast. Highlight new dying processes implimented, on social media, educate consumers who didn’t see live podcast/ remind consumers and to increase engagemnt on social media.

Bag release on the podcast

Via Telfar.Tv QR code linked Website

Key message: Bring out the bag on Earth day, highlighting the sustainability practices put in place during manufactoring.

28th AUGUST 2022START OF WORLD WATER WEEK

Re-upload shortened highlight clips of TF ‘BTS’ onto social media

Via Instagram, Tiktok & Twitter.

Key message: Show the dyeing process in short easily digestable clips to outline the importance of low water consumption in the fashion industry and increase engagement surronding content on social media.

5th JUNE 2022WORLD ENVIRONMENT DAY

TF ‘BTS’ release TV- Telfar.TV, YouTube, visual video content

Key message: videos of the newly implemented dyeing processes the design process. Further educate consumers on sustainability and importance of low water usage on World Environment Day. Creates a sense of community and storyline to the company which helps consumers remember content.

CHANNELS

The teaser images for the TF bag and podcast will be displayed on social media; Instagram (grid post) and Twitter. These increase awareness for upcoming content and products and will

63.4% of Gen Z said instagram is their most used social media when browsing for fashion inspiration (Rohloff, 2021). I won’t use the platform TikTok for this content as “classic, traditionally formatted ads”, such as the teaser posts, do not work on the platform (Dehoyos, 2021). Instagram is Telfar’s most followed (1,078,346 followers) and engaged with platform (4.69% engagement rate) (Socialblade, 2021), however the content needs to be mirrored through the platform Twitter; their second most followed platform with 93,281 followers (Socialblade, 2021) to maintain a consistent brand identity and increase awareness.

The reason Telfar will use TV to broadcast the Live podcast is due to Telfar having their own TV station; Telfar.TV. Telfar.TV aims to “preserve the authenticity of Telfar” (Simonetti, 2021) and detachfar.TV and that of the podcast overlap as they both rely on conveying conception of ‘greenwashing’. Using an owned TV channel is revolutionary in then fashion industry and by inviting celebrity guests on it will undoubtably increase engagement about the podcast and Telfar. TV. As owning a Tv channel is a new avant-garde platform within the fashion industry, it will set apart Telfar from other brands and generate publicity which leads to more viewers, and by this more people being educated on water usage within sustainability - the ultimate goal of the content strategy.

CHANNELS

“An incentive to create conversation and gain sales is in the form of a treasure hunt” (McKinsey & Company, 2020)”. This is why the QR code for the link to purchase the bag will be on TV, however, it will be linked to the website, where consumers can complete purchase. The QR code will only be available for those watching, and will release the same amount of bags as viewers, creating a sense of community and value of individuals. It will also increase engagement and sales as consumers are aware of the limited availability of the bag. This creates a two-way interaction between the consumer and the brand.

Telfar will also re-upload video clips from the podcast onto the channel social media, on the platforms Instagram, Twitter and TikTok, these videos will contain the key information on water usage in the fashion industry and show the new dyeing process; increasing awareness and educating consumers, as well as humorous clips - increasing brand engagement.

Using Instagram grid post will create engagement

(32.15%) (Similarweb, 2021), and has a high engagement (4.69% engagement rate) (Socialblade, 2021). It also harbours the greatest followers (Socialblade, 2021), and they have been gaining followers at an increasing rate (Socialblade, 2021).

Twitter is Telfar’s second most followed social media (Socialblade, 2021), and by mirroring the content uploaded on Instagram it maintains a universal brand presence and identity across different platforms, whilst also reaching consumers who may only use Twitter.

TikTok is the fasted growing social media and is most commonly used by Gen Z, TikTok also allows for virality easily (Hutchinson, 2021). Telfar do not currently use

They maintain a presence on the app despite this with the viral nickname ‘Telfeezy’ with 15.5M views (TikTok, 2021) and by releasing humorous content they will be able to tap into this already made brand presence to increase views of their content; ultimately further educating the consumer on water usage within fashion and the brand which is the content strategy goal.

CHANNELS

The ‘TF BTS’ will be initially broadcasted on TV (Telfar.TV). The clips will be longer and educational which suits a TV format better as people tend to pay attention to the TV for more time, allowing Telfar to tell the full story (Shanet, 2019). Telfar want to create a deeper connection with consumers to create brand loyalty and thus have consumers take on the brand’s thoughts on water usage; to create consumers who care about sustainability. In turn, this will generate more sales for Telfar as the consumers search for sustainable companies to buy from and are aware of Telfar’s sustainability practices. Using TV also creates a more formal platform for the videos, Telfar want to be viewed as a luxury brand, rather than a lower range brand that only using channels seen as informal for their content, such as social media, conveys (Dehoyos, 2021).

‘TF BTS’ will also be uploaded on YouTube in a full length format. This is to create brand presence on the platform and will aim to increase followers and views, as their YouTube doesn’t harbour much following or views: less than 500 people follow, and the last video has less than 2000 views (Socialblade, 2021). This will allow consumers who weren’t able to watch them on TV the full length videos, also allowing consumers to rewatch; thus re-educate on the topic of water usage - reinforcing the storyline of the manufacturing process, increasing customer memory of the content (Bacon, 2013).

CHANNELS

‘TF BTS’ will be re-uploaded on social media: Instagram, Twitter and TikTok. This version won’t be full length as they are on TV or Youtube. Instagram/ Twitter/TikTok’s formats are more aimed towards short easily digestible videos. As Telfar’s brand ethos is inclusivity, using multiple platforms within social media allows for every consumer who use each platform to view summaries of the content in an easily digestible way, especially important for those “who do not have the time to watch long videos” (Barker, 2021), such as working class people who don’t have as much free time; Telfar’s demographic.

The videos on TikTok will contain more funny lighthearted content as Nielsen’s study (2021) showed users around the globe that the most successful 2021). TikTok is the fasted growing social media of all time (Hutchinson, 2021), and a presence on the app is very important, especially as TikTok’s main demographic is Gen Z - 62% users between 10 and 29 (Doyle, 2021). TikTok videos are also seen as more genuine which allows for the brand to promote the theme of sustainability without being seen as greenwashing.

Within instagram Telfar will use the stories feature as well as grid posts to promote the video clips, using instagram is important as it is currently Telfar’s most followed and viewed platform (Socialblade, 2021), Telfar will also mirror this content on Twitter (second most followed platform) to increase awareness on the platform, and maintaining brand identity across social media platforms. educating consumers and portraying the storyline, helping them to remember the content As the content has a sentimental tone which embraces community it will also increase engagement such as shares and comments on the platform as working class consumers feel recognised by the brand.

VISUALISATION

TEASER CONTENT- INSTAGRAM GRID POST, TWITTER, Revealing bag and podcast on World Water Day

VISUALISATION

VISUALISATION

PODCAST AND BAG - TV, WEBSITE, VIA TELFAR.TV and Shop.Telfar.Net on Earth Day

Using secondary sourced images of Telfar previous pannels and bags edited to give a visual idea of the podcast.

Figure 24.

RE-UPLOAD OF PODCAST ON SOCIAL MEDIA, FULL LENGTH - YOUTUBE, SHORTENED CLIPS

TIKTOK, INSTAGRAM AND TWITTER

VISUALISATION

TF BTS CONTENT - TV (TELFAR.TV) AND YOUTUBE on World Environment Day

Using secondary souced images of low water immersion dyeing to create a visual representation of the TF BTS

Figure 25.

VISUALISATION

TF BTS CONTENT RE-UPLOAD SHORTENED

CLIPS - TWITTER, TIKTOK AND INSTAGRAM

on start of world water week

MEASUREMENT

As previously quoted in content map and concept, we need to measure using analytical tools to determine effectiveness of campaigns, as promotional activities are used to establish brand recognition and reputation (Harris, 2017). Within social media you are able to measure a brand looking at followers, likes, comments, shares.

Within the TV video content Telfar produce for they campaign we are able to see watch time and views. Telfar’s goal within my content strategy is to increase views across the video content, as well as likes, shares, comments and views on social media platform video content.

Telfar already has a high engagement rate of over 4% (SocialBlade, 2021), and we want to increase this as it means that costumers are being educated on the content, achieving the content goal which is education of sustainability. The views for Telfar.Tv haven’t been publicised however I want to hit target goals of 10,000 views during the podcast. After the podcast Telfar will be able to access if they have hit this goal, what the watch time of the viewers was across platforms such as short content on instagram/twitter/tiktok and longer content on telfar.Tv or Youtube.

MEASUREMENT

In the content strategy we will monitor and compare the video views and image views using analytical tools, focusing on the watch time and view to like ratio. The aim is to have similar views to likes, and a high-watch time.

weekly. This allows Telfar to change content to be longer/shorter based on what has the best analytics.

Telfar will also be able to view how many people had an item in their basket during in the drop and how many purchased, which is the conversion rate. Telfar will also be able to view how many consumers used the payment plan to access if it was successful and useful or not.

BIBLIOGRAPHY

[Accessed 8 November 2021].

Blacksher, D., 2020. When a Bag Becomes a Community. [online] The Cut. Available at: <https://www.thecut.com/2020/01/how-telfars-shopping-bag-became-the-bushwick-birkin.

[Accessed 8 November 2021].

8 November 2021].

2021].

Charpail, M., 2017. Environmental Impacts of the Fashion Industry — SustainYourStyle. [online] SustainYourStyle. Available at: <https://www.sustainyourstyle.org/old-environmen-

November 2021].

Fernandez, C. and Cordero, R., 2020. The Story of Telfar: Agony, Ecstasy and Covid-19. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/articles/

Glück, M., 2018. Class tourism, working-class porn and cultural appropriation in fashion: An introduction.

Hutchinson, A., 2021. TikTok Shares New Insights into Why People Use the App, and How it Celebrates Authenticity. [online] Social Media Today. Available at: <https://www.so-

Lee, J., 2020. One X One, A Global Initiative To Highlight The Fashion Industry’s Sustainable Practices, Announces Their Inaugural Cohort And Advisory Board.. [online] Forbes. Available at: <https://www.forbes.com/sites/jenniferlee/2020/02/04/one-x-one-the-united-nations-global-initiative-launched-to-highlight-the-fashion-industrys-sustainable-practices-announces-their-inaugu

Mirjalili, M., Nazarpoor, K. and Karimi, L., 2011. Eco-friendly dyeing of wool using natural dye from weld as co-partner with synthetic dye. Journal of Cleaner Production, 19(9-10), pp.1045-1051. 2021].

Roshitsh, K., 2020. Telfar Among Brands Exploring ‘Conscious Design’ in One X One Program – WWD. [online] Wwd.com. Available at: <https://wwd.com/fashion-news/fash-

ber 2021].

Simonetti, I., 2021. Telfar Launches TV Station to Promote New Duffel, Change Fundamental Nature of Media. [online] Observer. Available at: <https://observer.com/2021/09/telfar-

Ying-Hyde, S., 2021. Telfar Debuts 24-Hour Public Access Channel and a Brand-New Bag. [online] Harper’s BAZAAR. Available at: <https://www.harpersbazaar.com/fashion/

Image References

Figure 1, 13, 14. -Bariola, M., 2021. The Hard-To-Get Telfar Bag Is Becoming A Celebrity Favorite. [online] Nylon. Available at: <https://www.nylon.com/fashion/telfar-bag-celebrity-red-carpet> [Accessed 8 November 2021]. [Accessed 8 November 2021].

Figure 3 - Chen, S., 2021. New York City’s Evolving Skyline (Published 2019). [online] Nytimes.com. Available at: <https://www.nytimes.com/2019/06/05/realestate/new-york-citys-evolving-skyline.html> [Accessed 8 November 2021].

Figure 4, 10- Instagram. 2021. [online] Available at: <https://www.instagram.com/telfarglobal/?hl=en> [Accessed 8 November 2021].

Figure 5, 11, 12 - Twitter. 2021. TelfarGlobal. [online] Available at: <https://twitter.com/TELFARGLOBAL?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor> [Accessed 8 November 2021].

Figure 6,7,8- Tiktok.com. 2021. Find ‘’ on TikTok | TikTok Search. [online] Available at: <https://www.tiktok.com/search/user?q=#telfar&t=1636403420738> [Accessed 8 November 2021].

Figure 9, 18 - Nast, C., 2021. Find Telfar’s Traveling Fire Island Pop-Up on Grindr. [online] Vogue. Available at: <https://www.vogue.

Figure, 14,19,10 - French, J., 2021. When a Bag Becomes a Community. [online] The Cut. Available at: <https://www.thecut. com/2020/01/how-telfars-shopping-bag-became-the-bushwick-birkin.html> [Accessed 8 November 2021].

BRAND DEMOGRAPHIC

DEMOGRAPHIC

Age 20-25 (generation Y/Z)

Both women and men, People of colour, LGBTQ members Range of income

Made to be inclusive (Blacksher, 2020)

GEOGRAPHIC

Highest interest worldwide is by the US, followed by Jamaica, Trinidad & Tobago, Canada, United Kingdom (GoogleTrends, 2021), and within the US, the top three subregions are District of Columbia, Maryland and New York. Urbanised areas

Built up cities

Range of developing to western countries

(GoogleTrends, 2021)

BEHAVIOURAL

Buy once as big purchase or as one of many designer purchases

PSYCHOGRAPHIC

Interested in fashion, strong sense of self-autonomy

Use gay dating apps (Anderson, 2016)

Use social media, instagram especially

(Source: GoogleTrends, 2021)