Why ethical fashion is made for referral marketing

ethical fashion for referrals

The days when consumers would support brands without knowing anything about them are over. The internet has made it easier than ever to learn about the ethics and practices of companies which consumers support. Companies with track records of ethical missteps or questionable policies can’t hide those blunders anymore. Instead, they bear the brunt of bad social media buzz, which can have a very real impact on their stock prices and overall reputations.

In 2014, American Apparel founder and CEO, Dov Charney, was ousted over a series of misconduct allegations. Charney has been sued by multiple former employees for sexual harassment and other forms of misconduct. His behavior—and his ongoing legal battle with American Apparel—has been blamed for tarnishing the company’s legacy as a fashion business that emphasized a “Made in the USA” mission. Charney’s oust caused a rapid drop in American Apparel’s stock prices. While American Apparel’s woes have largely been linked to these issues of misconduct, there is another major area in which consumers’ brand expectations are growing: sustainability.

Data shows that modern consumers want to support sustainable companies. According to an international Unilever survey, one third of all consumers prefer


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How cosmetics Brands can Jenner-ate more income

A Quick Summary for Your Busy Day: (45 second read)

Cosmetics companies who develop and sell their own products have never had more opportunity to bring their products to market.

The past five years have seen a rapid rise in the availability (and affordability) of selling products online through ecommerce platforms such as Big Commerce, Hybris, Shopify, Magento, and WooCommerce, which has made it easier than ever to launch products to a wide audience without having to invest in costly brick and mortar stores.

The challenge remains to make prospective customers aware of new product and brand launches. Cosmetics companies are turning to paid celebrity endorsers - influencers - in the hopes that their social media posts will lead to increased sales. It’s working, but costs are rising. Influencers are demanding higher and higher fees and brands are struggling to justify the cost and track the benefits.

This article shows that influencer marketing can be a powerful force for growth. But perhaps cosmetics brands shouldn’t be making those expensive gambles. Perhaps counterintuitively, going small means going big.

Nano-influencers from within brands’ own customer bases can represent the lowest cost and highest ROI.


BRANDS BIG AND SMALL ARE TURNING


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7 ways Tesco is increasing sales these Holidays

tescochristmas

Buyapowa Webinar

Tesco is using social to get their audiences shopping. They and other innovative companies are using social very efficiently to engage with their customers, attract news ones and generate long-term loyalty. They have turned social into a transactional channel - and their buyers into marketers.

Tesco is using social to get their audiences shopping. They and other innovative companies are using social very efficiently to engage with their customers, attract news ones and generate long-term loyalty. They have turned social into a transactional channel - and their buyers into marketers.

Find out how you can start making money out of social at our upcoming webinar [Please note: registration for this webinar is now closed].

Date: Tuesday 26-Nov-2013
Time: 11:00am Eastern / 08:00am Pacific / 4:00pm UK time / 17:00 CET

You will learn:

  • How to make social work for you
  • A tried-and-tested programmatic approach
  • Best practice and examples

Discover the tricks of the trade and how you can implement this channel in just a few days.


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