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.