Creative Marketing Communication for Fashion

Fashion Revolution

ST20166582 FMM5000 Creative Marketing Communication for Fashion

Contents Page ● Introduction Context Analysis ● Internal Context ● Business Context ● External Context ● Customer Context ● Communication Strategy To Be Used Communication Goals and Positioning ● Corporate Goals ● Marketing Goals ● Communication Goals 3 P’s of Communication Strategy ● Push ● Pull ● Profile

Coordinated Communication Mix ● What is the #WhoMadeMyClothes campaign? ● How awareness will be raised ● Why a virtual event ● Timeline of promoting the event ● Promotional video ● Event schedule breakdown ● Poster Implementation, Control and Evaluation

Introduction For this assignment, Fashion Revolution have requested a creative communications campaign to support a scenario. The scenario chosen is ‘To increase awareness of the #WhoMadeMyClothesCampaign’.

Throughout this assignment it will be explained how this is going to be achieved and who will benefit from this.

Internal Context

About Fashion Revolution Brand introduction: We are Fashion Revolution. We are people from all around the world who make the fashion industry work. We are the people who wear clothes. And we are the people who make them We are designers, academics, writers, business leaders, policymakers, brands, retailers, marketers, producers, makers, workers and fashion lovers. We are the industry and we are the public. We are world citizens. We are you.

(Fashion Revolution, 2021).

H ow Fashion Revolution Work To Advocate Change

Fashion Revolution is a registered Charity in the UK that relies on support from people from all over the globe. The support helps them to create free and accessible resources and impactful campaigns to demand a clean, safe, fair, transparent and accountable fashion industry. Fashion Revolution is a global fashion industry that conserves and restores the environment and values people over growth and profit.

Fashion Revolution’s Aims: ● ● ● ● ● ● ● ●

An end to human and environmental exploitation in the global fashion industry Safe, dignified working conditions and living wages for all people in the supply chain Redistributed and more equal balance of power across the global fashion industry A bigger and stronger labour movement in the global fashion industry A global fashion industry that works to conserve precious resources and regenerate ecosystems A culture of transparency and accountability across the value chain An end to throwaway culture and shift to a system where materials are used for much longer and nothing goes to waste Heritage, craftsmanship and local wisdoms are recognised and valued

Industry Change: ● ● ● ●

Gather research that highlights the social and environmental effects of the global fashion industry Shine a light on where the industry is moving too slowly and push for change faster Influence brands and retailers to change through consumer pressure Promote transparency and accountability across the supply chain

Policy Change: ●

Advocate for policy changes and influence governments to play a more active role in better enforcing laws and regulating the industry

Brand Manifesto “A manifesto is your brand’s Magna Carta, Rosetta Stone, and Declaration of Independence all rolled into one; it’s the halftime locker room speech given by the CEO; the words of the founder heard on the mountaintop before bringing down the stone tablets. Reading a great brand manifesto should make you wanna run out and try the product. You should feel the brand fire in your bones.” (Sullivan, L., 2016. ) 1) Fashion provides dignified work, from conception to creation to catwalk. It does not enslave, endanger, exploit, overwork, harass, abuse or discriminate against anyone. Fashion liberates worker and wearer and empowers everyone to stand up for their rights.

2) Fashion provides fair and equal pay. It enriches the livelihood of everyone working across the industry, from farm to shop floor. Fashion lifts people out of poverty, creates thriving societies and fulfils aspiration.

3) Fashion gives people a voice, making it possible to speak up without fear, join together in unity without repression and negotiate for better conditions at work and across communities.

4) Fashion respects culture and heritage. It fosters, celebrates and rewards skills and craftsmanship. It recognises creativity as its strongest asset. Fashion never appropriates without giving due credit or steals without permission. Fashion honours the artisan.

5) Fashion stands for solidarity, inclusiveness and democracy, regardless of race, class, gender, age, shape or ability. It champions diversity as crucial for success.

6) Fashion conserves and restores the environment. It does not deplete precious resources, degrade our soil, pollute our air and water or harm our health. Fashion protects the welfare of all living things and safeguards our diverse ecosystems.

7) Fashion never unnecessarily destroys or discards but mindfully redesigns and recuperates in a circular way. Fashion is repaired, reused, recycled and upcycled. Our wardrobes and landfills do not overflow with clothes that are coveted but not cherished, bought but not kept.

8) Fashion is transparent and accountable. Fashion embraces clarity and does not hide behind complexity nor rely upon trade secrets to derive value. Anyone, anywhere can find out how, where, by whom and under what conditions their clothing is made.

9) Fashion measures success by more than just sales and profits. Fashion conserves and restores the environment and values people over growth and profit.

10) Fashion lives to express, delight, reflect, protest, comfort, commiserate and share.

Fashion never subjugates, denigrates, degrades, marginalises or compromises. Fashion celebrates life.

About Fashion Revolution. 2021.

On the Fashion Revolution website they have the option to sign their brand manifesto, this so far has generated over 12000 signatures worldwide.

Financial Information Organisations that help to fund Fashion Revolution: ● ● ● ● ● ● ● ● ● ● ● ●

AEG/Electrolux British Council Durham University Charity Fashion Show Ecover UK European Confederation of Flax and Hemp (CELC) European Union Farfetch Freedom Fund JJ Foundation Laudes Foundation St Andrews University Fashion Show The Bamboozle Sock Co

Financial Statements: Below we have Fashion Revolution’s income and expenditure from the year ended 30th April 2019. This statement shows a breakdown of income, cost of sales, gross surplus, administrative expenses, operating surplus, surplus before tax, taxation and surplus for the financial year. Fashion Revolution have records of financial statements on their website from 2015-present.

Above is Fashion Revolution’s Statement of Comprehensive Income for the year ended April 2019. Their total surplus for 2019 was £185.415 and for 2018 £12.101.

It’s very beneficial for Fashion Revolution to show their financial statements so publicly because it will encourage people to donate to the charity if they can directly see where their donations are going and what they are being spent on.

Transparency Why transparency is important: Lack of transparency costs lives. When the Rana Plaza factory collapsed 7 years ago, many lives of garment workers were tragically lost and people suffered with life changing injuries.

This caused people to have to dig through the remains and rubble from the collapse to discover which brands were producing clothes there. It is not possible for companies to make sure human rights are respected, working conditions are acceptable and the environment is safeguarded without knowing exactly where their product is being made. This is why transparency is vital. It is the first step in holding brands to account for the human rights and environmental impacts of their actions.

3%

Increase in transparency

There has been a 3% increase in transparency on average across 198 brands that were reviewed last year.

“Besides believing transparency is the right thing to do, it also makes good business sense” Stefan Seidel Head of Corporate Responsibility, Puma Group

“Transparency and traceability are enablers of change”

Leslie Johnson Chief Executive Officer, Laudes Foundation

TRANSPARENCY

ACCOUNTABILITY

CHANGE

Online Followers Facebook: Fashion Revolution have a large following on Facebook, gathering 102,000 followers on their page.

Instagram: Fashion Revolution currently have 483k followers on Instagram.

Fashion Revolution Facebook, 2021

Fashion Revolution Instagram,2021

Youtube: Fashion Revolution have 11.8 thousand subscribers on youtube.

Fashion Revolution Twitter, 2021

Fashion Revolution Youtube, 2021

Twitter: On Twitter, Fashion Revolution currently have 53.9 thousand followers.

Business Context

Events H eld By Fashion Revolution Fashion Question Time: Fashion Revolution have held multiple ‘Fashion Question Time’ events over the years, these are powerful debates about the future of the fashion industry during Fashion Revolution Week.

Attendees included high-level fashion industry representatives from across the sector, global brands, retailers, press, MPs, influencers, and NGOs. Panelists included Mary Creagh, MP and Chair of the Environmental Audit Committee; Laura Balmond, Project Manager, Ellen MacArthur Foundation; Mark Sumner, Lecturer in Sustainability, Fashion & Retail, University of Leeds, and Hendrik Alpen, Sustainability Engagement Manager, H&M Group.

Fashion Revolution. 2021. #FashRev Archives

Fashion Revolution Week: Fashion Revolution Week 2020 was held online due to the coronavirus pandemic, but still had the same impact as previous events have. Fashion Revolution Week is held globally to raise awareness about who made our clothes, and under what conditions.

Established in 2014 after the Rana Plaza disaster, this year it is particularly important to remember and take action, because in the wake of the global Covid 19 pandemic and the resulting cancellation of orders and closures of factories, millions of workers in garment-producing countries and their families are threatened not only by unemployment but also by poverty and hunger. Fashion Revolution Week 2020

focused on four key areas: consumption, composition, conditions and collective action, broadcasting how the current situation affected the people who make our clothes as well as the impact our clothing has had on the planet and oceans.

FashionUnited,. 2020,

Main Competitors Friends of the Earth: Friends of the Earth England, Wales and Northern Ireland is a grassroots environmental campaigning community. From our campaigners and lawyers to local groups and supporters, we push for change on causes that matter to you: ● ● ●

Protecting your local area and making it more climate friendly.

Pushing for a green and fair recovery from the COVID-19 pandemic.

Fighting for environmental and social justice globally.

Friends of the Earth. 2021.

Friends of the Earth are competition for Fashion Revolution because they are also fighting to save the planet, and for environmental and social justice worldwide. They are also pushing for a green and fair recovery from the Covid 19 pandemic.

Fair Wear Foundation: Fair Wear Foundation is an independent multi-stakeholder organisation founded in 1999 that works with garment brands, garment workers and industry influencers to improve labour conditions in garment factories. Their mission is to see a world where the garment industry supports workers in realising their rights to safe, dignified, properly paid employment. They are a non profit organisation. Fair Wear Foundation are a competitor for Fashion Revolution because they are both extremely similar, having the same aims and both being non profit organisations.

Fair Wair About Us. 2021.

The Clean Clothes Campaign: Founded in 1989, The Clean Clothes Campaign is the garment industry's largest alliance of labour unions and non-governmental organizations. The civil society campaign focuses on the improvement of working conditions in the garment and sportswear industries.

They educate and mobilise consumers, lobby companies and governments, and offer direct solidarity support to workers as they fight for their rights and demand better working conditions. Clean Clothes Campaign brings together trade unions and NGOs covering a broad spectrum of perspectives and interests, such as women’s rights, consumer advocacy and poverty reduction. The CCC are competition for Fashion Revolution because again, they want to improve the conditions for workers in the garment industry.

Clean Clothes Campaign. 2021.

Position Map

Reputable

Less Transparent

More Transparent

Undistinguished

A position map was created because it is important to analyse Fashion Revolution and other similar charities. There are 4 sections on the map: ‘Transparent, Not Transparent, Reputable and Undistinguished. Fashion Revolution was placed between Transparent and Reputable because they are very open about their financial situation and things that they need help or funds with, they are also reputable because of how open and clear they are about their charity as a whole. Other brands included on the position map are: Fair Wear Foundation, Fairtrade, Anti Slavery, Centre for Sustainable Fashion and Clean Clothes Campaign. The most transparent charities are Fairtrade and Fashion Revolution, Anti Slavery positions in the middle of more and less transparent, but are reputable. Fair Wear Foundation and Clean Clothes Campaign are more transparent but undistinguished and Centre for Sustainable Fashion is between more and less transparent, but undistinguished.

External Context

Stakeholders Any group or individual who is or could be effected by any achievement of the organisational objectives: Employees: Founders Creative Directors Press Communications Marketers Networkers Designers HR Finance Cleaners

Consumer Environmentally aware individuals Students People aged 16+

Stakeholders Brands/Retailers Brands can work alongside Fashion Revolution to achieve transparency and become more sustainable

Community Campaigns and events that Fashion Revolution hold will be within the community. The aim of these events will be to gain community spirit and connect people in order to help make the earth a more sustainable place to live.

Journalist The press are in regular communication with Fashion Revolution to publish stories and interviews that are then made public. This is beneficial for both parties as they are covering events that are happening now that convey an essential message.

Why Stakeholders Are Important Stakeholders provide your business with practical and financial support. Stakeholders are people interested in your company, from employees to loyal customers and investors.

They broaden the amount of people who care about the well-being of your company, making you more supported in your entrepreneurial endeavours.

PEST Analysis PEST analysis describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. PEST stands for Political, Economic, Social, and Technological factors.

P

E

S

Largely funded through donations that often come through a political route and any change in the political landscape could lead to a slow down of funds.

The pandemic (Covid 19) is having a huge effect on jobs, peoples earnings are lower than normal and this could prevent them from making a donation to a non-profit organisation.

Now more than ever, young people are becoming more conscious of environmental changes in the world. This means that they are more likely to donate to a charity like Fashion Revolution, to help make a positive change.

T Technology is forever evolving and and adapting.

This means that it will be easier to discover online charities and potentially make donations.

Customer Context

Target Audience Geographic: ● Worldwide audience Demographic ● Male ● Female ● Aged 16-30 ● Some disposable income

Psychographic ● Fashion forward ● Loves to shop ● Family is important ● Spends time on social media Behavioural ● Cares about the environment ● Is aware of what’s going on in the world ● Shops sustainably ● Charitable

Market Research

The vast majority of British adults (87%) have interacted with a charity within the last year, either by giving their time or their money. Donating money is the most popular method of giving, which 57% have done. Giving goods to a charity shop is not far behind on 56%. (YouGov, 2019)

(YouGov, 2019)

While donating money and goods are the most favoured ways of giving overall, young people are quite different when it comes to how they show their support. This could be due to the fact that they have fewer possessions to give away and less disposable income, 16 to 24 year olds are much more likely to back charities by volunteering their time instead.

Young volunteers are made up of 51% students that find joy in accomplishing challenges (68%), learning a new skill (49%) and creating something (38%).

32% of young volunteers aged 16-24 and 25% of all 16-24 year old admit they will only purchase new technology products when they go wrong or are broken.

(YouGov, 2019).

(YouGov, 2019)

32% of young people don’t donate to charities because they believe that too much money goes into administration of charities, rather than the causes. 29% simply cannot afford to give to charity, whilst 7% don’t believe in giving to charity at all.

(YouGov, 2019)

Consumer Profile

Buying habits Favourite shop: ASOS, Charity shops, Urban Outfitters Purchasing platform: Online Purchase device: Mobile and iPad

Demographics Name: Olivia Davies Age: 20 Location: Cardiff Occupation: Fashion Design student at Cardiff Met

Donating habits How she donates: Charity shops What she donates: Clothes and shoes How often she donates: Twice a year

Psychographics Car: Mini Hobbies: Making and selling her own clothes, socialising, volunteering Favourite Food: Spag bol Listens to: The 1975, Lewis Capaldi Evok Advertising. 2019

Media habits Most used social media platform: Instagram Weekly time spent on social media: 35 hours

Communication Strategy To Be Used

Pull Strategy The strategy that will be used for the campaign is the pull strategy. The pull communication strategy allows customers to engage with the brand through the use of engaging content.

Examples of this include ● Search marketing ● Opt in/out emails ● Creating content that is valuable to the customer e.g. videos and blogs ● Use of sales promotions and discounts The pull strategy “gets the customer to come to you” instead of reaching out to them, consumers share information about the brand to them, and they become consumers themselves.

The benefits of the pull strategy include helping businesses looking to gain a long-term customer base methods for organic long-term growth.

The pull strategy will be used to gain consumers that will attend the online event to educate more people about the #WhoMadeMyClothes campaign, it will be advertised by using flyers to entice people to come, by getting Molly-Mae to advertise the event via Instagram that will engage consumers to purchase a ticket.

Communication Goals and Positioning

Corporate Goals Donations will increase by 5% over the duration of the #WhoMadeMyClothes event: Donations for Fashion Revolution will increase by 5% throughout the #WhoMadeMyClothes event, this will be measured by keeping track of donations made throughout the month before the online event. Every single ticket purchased for the event for the cost of £10 will go straight towards the charity. This is achievable because there will be 50 tickets for the event for sale, this is an instant £500 for Fashion Revolution before any other donations have been made. This objective is relevant because Fashion Revolution are a non-profit charity who rely on donations to keep them afloat.

Sales Goals

Increase brand presence: This will be done by trying to accumulate a bigger social media presence, especially via Instagram. It is possible to gain 5 thousand new followers each month if the word gets spread enough. Increasing the brand presence will help spread the word about the #WhoMadeMyClothes campaign that fashion revolution have created. The way that the brand presence will be increased is by creating an online event that consumers have to purchase tickets for that costs £10, this event will last for 3 hours and will have a guest appearance by Molly-Mae.

Communication Goals

Increase interaction for #WhoMadeMyClothes on Instagram: The communication goal is to generate 400 posts that have used #WhoMadeMyClothes over the course of a month. This can be measured because if you search for a specific hashtag on Instagram it tells you how many times it has been used. This can be checked daily and monitored to make sure targets are being hit. This goal is achievable because there will only need to be 100 posts a week and 400 will be hit within 4 weeks. The more the hashtag is used the more aware people will become of the campaign and event linked to the campaign, and this will hopefully encourage consumers to purchase tickets to the online event that is being held.

3 P’s of Communication Strategy

Push Strategy A push communication strategy works by creating customer demand for your product/service by creating awareness about said product/service. A push strategy consists of sending out your brand or information to your audience. Push communication strategies are more in your face, which brings the relevant information directly to the audience.

Essentially, the push strategy forces your audience to receive your message in the hope this will then lead them to purchase your product. This strategy achieves creating an awareness of your products and services to your target audience.

The push strategy will not be used for the campaign because it would be better for the consumer to discover the event themselves rather than forcing it upon them.

Pull Strategy The strategy that will be used for the campaign is the pull strategy. The pull communication strategy allows customers to engage with the brand through the use of engaging content.

The pull strategy “gets the customer to come to you” instead of reaching out to them, consumers share information about the brand to them, and they become consumers themselves.

The benefits of the pull strategy include helping businesses looking to gain a long-term customer base methods for organic long-term growth.

The pull strategy will be used to gain consumers that will attend the online event to educate more people about the #WhoMadeMyClothes campaign, it will be advertised by using flyers to entice people to come, by getting Molly-Mae to advertise the event via Instagram that will engage consumers to purchase a ticket.

The benefits of the pull strategy include: ● Able to establish direct contact with consumers and build consumer loyalty ● Stronger bargaining power with retailers and distributors ● Focuses on creating brand equity and product value ● Consumers are actively seeking out the product, which removes much of the pressure of conducting outbound marketing ● Can be used to test a product’s acceptance in the market and obtain consumer feedback on the product

Profile Strategy A profile strategy is used to satisfy an organisation’s corporate promotional goals. Profile informs and reminds wider audiences and stakeholders, it can be used when you want to target a range of stakeholders by using a different message for each. The profile communication strategy is used to build awareness, perception, reputations and attitude using: ● ● ● ●

Public relations Sponsorship Corporate advertising Internal marketing tools

This strategy is not suitable for my campaign because it isn’t aimed at getting the attention of stakeholders but the general public.

Coordinated Communication Mix

What is the #WhoMadeMyClothes campaign?

The #WhoMadeMyClothes campaign was founded in 2014 by Fashion Revolution, the goal of the hashtag is to bring awareness to consumers about brands that they purchase from and make them aware of the humanitarian and ethical issues within fast fashion. Garment workers in factories responded to the movement using #IMadeYourClothes. By 2018 the hashtag received 99.6 million impressions on twitter and 170,000 posts were shared on either Twitter and Instagram containing the #WhoMadeMyClothes.

The movement began in the UK and spread through social media, 31.82% of tweets that contained the hashtag originated from the UK. Celebrity supporters included Emma Watson, Kelly Slater and Fernanda Paes Leme.

The movement also used Youtube to gain awareness, to promote the hashtag in 2015 Fashion Revolution released a video called ‘The 2 Euro Shirt - A Social Experiment’. This video showed a vending machine selling 2 euro t-shirts, and when someone went to purchase the shirt a video played describing the working conditions in which the shirt was created. By the end of the video, people decided to donate to the cause instead of increasing supply chain transparency instead of purchasing the t-shirt.

FashionUnited. 2015.

H ow Awareness Will Be Raised For #WhoMadeMyClothes The main way that awareness will be increased for the #WhoMadeMyClothes campaign is through a virtual online event held by Fashion Revolution. This event will be ticketed at £10 per person and 50 tickets will be available to purchase via the Fashion Revolution website. 100% of the cost of the ticket will be donated straight back to Fashion Revolution, so ticket sales alone will raise £500 for the charity. The event is online because it will cost less than having to hire a venue to accomodate the guests so more money can be spent on guest appearances, and because of Covid 19. The main guest appearance will be Molly Mae, she will be attending the event virtually to have a Q&A with Fashion Revolution and the guests will also have chance to ask her questions. Molly Mae will be using her large social media following to promote the event via Instagram, encouraging her fans to purchase tickets to the event, she will also be posting stories to gain more attention.

Why A Virtual Event Sustainable When hosting a physical event many things have to be taken into consideration, for example food and drink wastage. With a virtual event none of this matters as there won’t be any wastage.

Worldwide If an event is virtual people from all over the world are able to attend, offering a more diverse audience.

Cost efficient No costs for venues, food, drinks, equipment, travel, accommodation etc.

Covid 19 Holding a virtual event will prevent any risk of spreading coronavirus and it can go ahead regardless of lockdown restrictions.

Timeline Of Promoting The Event The event will take place on the 1st April 2021 so advertising needs to be done at least 2 months prior to give people the chance to purchase tickets before it sells out.

Molly Mae will post for the first time about the event on January 20th 2021.

The poster opposite will be what’s first posted on Molly Mae and Fashion Revolution’s instagram pages. The caption will be “#WhoMadeMyClothes virtual event on the 01/04/21, link to purchase tickets here: www.FashionRevolution.org”

The next post on instagram will be the event schedule, this will be posted on 01/02/21 exactly 2 months before the event takes place. Molly Mae has over 5 million followers on instagram, so only having 50 tickets for the event will make it very intimate and exclusive, all her fans will want the opportunity to have a Q&A with her, and £10 is a small price to pay for such an experience.

Promotional Video The promotional video will be posted on Fashion Revolution and Molly Mae’s social media page on the 1/03/21, 1 month before the event. By this point the aim is that all tickets for the event have sold out. The video includes all relevant information needed to promote the event.

https://youtu.be/vRviaq_r30g

Event Schedule Breakdown Introduction to #WhoMadeMyClothes The first part of the virtual event will be an introduction to #WhoMadeMyClothes, what it is, what it means and how Fashion Revolution have already raised awareness to this. This will be presented by the founders and will last for around 20 minutes.

Presentation After the introduction has been given, there will be an informative presentation displayed with a more in depth insight to who Fashion Revolution are and what they have done to improve conditions for workers in garment factories. This will also be explained by the founders and will last for 45 minutes.

Q&A with the founders This will be an open opportunity for event attendees to ask any questions they may have for the founders and will last for 30 minutes.

Interview and Q&A with Molly Mae This will be the final part of the event, firstly the founders will ask Molly Mae a number of previously planned questions for her to answer and then an opportunity for attendees to ask their own questions for her. This will last for 1 hour.

Interview Questions: 1.

2.

3.

4.

5.

6.

Had you heard of Fashion Revolution before this event?

Are you aware of the impacts of Fast Fashion?

Do you think working conditions for garment factories need improvement? Why? What would you be willing to do to help raise awareness of the #WhoMadeMyClothes campaign?

Why do you think it’s important to raise awareness for the garment factory workers?

Do you have any questions for us?

Molly Mae’s Instagram, 2021

Having Molly Mae on board with the #WhoMadeMyClothes campaign could be huge when it comes to donations, she could use her instagram platform to gather donations from her 5+ million followers simply by posting. This would help with the corporate goal of increasing donations by 5% throughout the event period and one month beforehand.

Poster Alongside the virtual event, there will also be posters put around major UK cities (pictured opposite) to raise even more awareness. The technique that has been used is scare tactic, the red background is quite alarming but also eye-catching and the information on the poster has been kept minimal and to the point. The #WhoMadeMyClothes hashtag can be seen predominantly, alongside a rhetorical question to draw in any potential viewers. The cities the poster will be put up in are Cardiff, London, Liverpool, Manchester, Leeds, Belfast, Edinburgh, York and Birmingham. These cities have been chosen due to the fact that they are the most popular cities throughout the UK, and each country has been taken into consideration. As it may be a challenge to get these posters put up Fashion Revolution will be asking supporters and donors to put them up if they live in these specific areas. The poster will be available free to download via their website.

Implementation, Control and Evaluation

Financial Plan/Budget

Expenditure

Revenue

Social media - Molly Mae

£100 per post

Posters

Free

Online event

Free

Promo video

Free

Ticket sales

£500

Implementation Controls Task Contact Molly Mae Plan event Create social media content Post social media content Sell tickets Event takes place

Jan 21

Feb 21

March 21

April 21

Evaluation Communication Goals: Because Molly Mae has a huge social media following there will be a lot of engagement on her posts.

This will help spread the word of the #WhoMadeMyClothes campaign for Fashion Revolution.

Engagement is tracked by followers, impressions (the number of times users view the post), engagement (how effective posts are at getting people to interact) and click rate (% of people viewing a post who also click a link on the post). It will be easy to keep an eye on #WhoMadeMyClothes on instagram.

Corporate Goals: This can be tracked by keeping an eye on how many people click on the website and how many donations are being made daily.

Sales Goals: Can also be tracked using social media insights.

References Who Made My Clothes? Fashion Revolution. 2021. Home - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/.

About Fashion Revolution. 2021. - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/.

Sullivan, L., 2016. Hey, Whipple, Squeeze This. John Wiley & Sons.

Fashion Revolution Manifesto. 2021. MANIFESTO - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/manifesto/.

Fashion Revolution Instagram, available at https://instagram.com/fashion_rev Fashion Revolution Facebook, available at https://facebook.com/fashionrevolution Fashion Revolution Twitter, available at https://twitter.com/Fash_Rev Fashion Revolution Youtube, available at https://youtube.com/fashionrevolution Fashion Revolution. 2021. #FashRev Archives - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/tag/fashrev/.

FashionUnited,. 2020, Fashion Revolution Week 2020: more relevant than ever. [ONLINE] Available at: https://fashionunited.uk/news/business/fashion-revolution-week-2020-more-relevant-than-ever/2020042148565.

Friends of the Earth. 2019. What we do And how we work | Friends of the Earth. [ONLINE] Available at: https://friendsoftheearth.uk/what-we-do Fair Wair About Us. 2021. Fair Wear. [ONLINE] Available at: https://www.fairwear.org/.

Clean Clothes Campaign. 2021. Clean Clothes Campaign. [ONLINE] Available at: https://cleanclothes.org/.

Gair Rhydd. 2021. Anti-Slavery-logo.jpg - Gair Rhydd. [ONLINE] Available at: https://cardiffstudentmedia.co.uk/gairrhydd/modern-slavery-on-the-rise/anti-slavery-logo-jpg/.

Fashion Revolution Logo Fashion Revolution. 2021. Home - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/.

Financial Report 2019. www.fashionrevolution.org. 2021.. [ONLINE] Available at: https://www.fashionrevolution.org/wp-content/uploads/2019/09/Fashion-Revolution-CIC-Final-signed-accounts-2019.pdf.

Fashion Revolution. 2021. FASHION TRANSPARENCY INDEX 2020 - Fashion Revolution : Fashion Revolution. [ONLINE] Available at: https://www.fashionrevolution.org/about/transparency/.

What motivates charitable giving? | YouGov. 2019. What motivates charitable giving? | YouGov. [ONLINE] Available at: https://yougov.co.uk/topics/resources/articles-reports/2019/06/04/what-motivates-charitable-giving.

Evok Advertising. 2019. Shaping Your Financial Marketing to Target Gen Z. [ONLINE] Available at: https://www.evokad.com/financial-marketing-gen-z/.

FashionUnited. 2015. #FashionRevolution: Time to Trace Fashion by asking Who Made My Clothes?. [ONLINE] Available at: https://fashionunited.uk/news/fashion/fashionrevolution-time-to-trace-fashion-by-asking-who-made-my-clothes/2015042416222.

Molly Mae’s Instagram, 2021, https://instagram.com/MollyMaeHague