Jessica Sun

TikTok for Good: A Marketing Blueprint to Promote Sustainability Brands over Fast Fashion

Started July 24, 2024

Abstract or project description

Over the course of this research project, I will establish the critical need for sustainable fashion brands to gain a competitive advantage and examine key TikTok marketing strategies that can strengthen these brands’ marketing plans to help it stand out in the fashion industry. As consumers embrace an increasingly modernized world where choices can be made with a click of a button, machines make clothing quickly and in bulk, and social media has become the key to advertising, one thing becomes certain: fast fashion brands come out on top. Trendy selections by brands such as Shein and American Eagle are offered for “less than a cheeseburger” (as advertised on TikTok) and consumers are eating it up, pleased with the low prices and not as concerned with the quality or ethics of the items they are purchasing. Through a comprehensive literature review, I find the environmental and laboral issues with fast fashion created a deeper negative impact than I originally knew about. Simultaneously, my research investigates sustainable fashion brands’ commitment to environmentally friendly production and timeless design. My analysis of TikTok’s marketing potential reveals its pivotal role in spreading awareness and enhancing brand popularity due to its extensive user base and unique content-driven platform. With these insights, this research proposes multiple strategies that sustainable brands could implement social media marketing into their external brand building strategies.