PROPOSED SOCIAL MEDIA AND MARKETING MIX

PROPOSED SOCIAL MEDIA AND INFLUENCER MARKETING

• SUSTAINABLE INFLUENCERS

https://www.thegoodtrade.com/features/ethical-fashion-instagram-influencers

- @consciouschic ; shares her knowledge and experience on sustainable and ethical fashion 

- @michelleforgood ; focuses on purchasing products that don't hurt people or the planet 

- @kissenundkarma ; lives a sustainable lifestyle, often promotes wearing 2nd hand clothing and ethical fashion 

-  @unmaterialgirl ; an advocate for slow fashion, creative minimalist lifestyle 

- If New Look were to reinvent itself and become completely sustainable it's Instagram would have to include influencers that support sustainable fashion (such as the ones above) in order to further promote these views to its audience. This would be instead of using the ones that it does now, which are largely fashion influencers who promote and wear products from fast-fashion brands. 
- Following this, if New Look were to become a sustainable brand they would not promote limited-time-only offers like they do now, as this contributes towards mass-consumerism whereby consumers impulse-buy products purely because they think they only have a certain amount of time to buy it whilst its cheap. Consequently this results in more people possessing things that they won't use and thus will end up being sent to landfill because they have too many things. Instead New Look would promote the purchase of their items, which will be full price and made from entirely form recycled materials or sustainable processes. They would not be a part of seasonal sales such as Black Friday or boxing day, like they are now a part of their fast-fashion nature. 
- Likewise, instead New Look would promote the products life cycle, encouraging consumers to amend their item if it becomes damaged.

• https://www.smartinsights.com/online-brand-strategy/brand-positioning/sustainable-marketing-how-should-you-use-it/

- sustainable marketing = the promotion of environmental and socially responsible, product, practices and brand values (e.g. spending more on something because you know it is sustainably sourced)

- businesses can use sustainable marketing for a specific product, time-sensitive cause or their businesses' USP e.g. Lego dedicating a section of its site to its sustainability programs (a brand that has a clearly defined goal for its environmental efforts)

- New Look achieve sustainable marketing via their kind collection 

- the key aspects of sustainable marketing are; 

1. the plan is long term (it's impossible to tackle sustainability immediately), e.g. Lego's mission is to have the production of its bricks sustainable by 2030
2. the plan is consistent e.g. you cannot make one small aspect of your brand sustainable and nothing else 
3. the plan is delivered responsibly 
4. it has a key takeaway