The Impacts on Millennials of Sustainable Fashion through Social Media

• Main Authors: MEGANE CHEMIN, 葉梅梅
• Other Authors: TSAI SU-LEE
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4dtf82

碩士 === 輔仁大學 === 品牌與時尚經營管理碩士學位學程 === 106 === Abstract The interest of this research results in the importance of changing the fashion industry, for the environment and for the people. To make this possible, changes must happened at different levels of the industry. The brands must modify their vision as well as their production methods and policy. The consumers must make efforts to purchase more consciously. Now that the most important part of consumers is the Millennials, who are willing to consume fashion in a more responsible way, brands are also evolving slowly towards more sustainable business models. Millennials are the generation which grew up using social media in their daily lives. Social Media is the medium Millennials are the most exposed to. This research aims at giving solutions to sustainable fashion brands on how to build a social media marketing strategy towards Millennials, to answer the research question: How do sustainable fashion labels uses social media marketing and how does it impact millennial audience? Therefore, the research method use a case study of successful examples of social media marketing strategy from sustainable fashion brands and interviews of millennials to get a deeper understanding of their habits and motivations regarding the consumption of sustainable fashion. Results show that the marketing strategy must be done step by step while followers number increases. Brands must create engagement with the users to activate purchase intention. Millennials care about sustainability but consider their desires and comfort. Millennials are willing to spend more for responsible products to a reasonable extent. When checking out a brand on social media, the number of followers and the visual of the pictures are decisive. They do not like posts who looks like advertising.