In the name of radical transparency, online clothing retailer Everlane just launched a brand ambassadors program. The inaugural class will promote the brand using non-traditional methods -- such as sharing stories on topics like "transparency, community and what they learn." Made up of six individuals, the inaugural class is based in New York City. Rather than following along in a blog, their journey will be posted via social media platform Instagram.
This brand ambassadors program not only reflects ways fashion companies can leverage social media to reach their customers, but also indicates a move towards increased corporate social responsibility and authenticity in the retail process. Using the secondary Instagram account, consumers are encouraged to ask "why."
Transparency-Encouraging Marketing
Everlane's Brand Ambassadors Instagram Interacts with Customers
Trend Themes
1. Social Media Brand Ambassadors - The trend of using brand ambassadors on social media platforms like Instagram to promote products and engage with customers presents a disruptive innovation opportunity for fashion companies.
2. Corporate Social Responsibility - The trend of increased emphasis on transparency, community, and authenticity in retail reflects a disruptive innovation opportunity for companies to showcase their commitment to social and environmental responsibility.
3. Interactive Marketing Strategies - The trend of using non-traditional methods like storytelling to engage customers on social media platforms like Instagram presents a disruptive innovation opportunity for companies to create more interactive and meaningful brand experiences.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage social media brand ambassadors to enhance brand visibility, customer engagement, and foster strong brand communities.
2. Social Media Marketing - The social media marketing industry can benefit from the trend of interactive marketing strategies, creating innovative campaigns that resonate with audiences and drive higher customer participation.
3. Corporate Sustainability - The corporate sustainability industry can capitalize on the trend of corporate social responsibility to help brands align their values with customer expectations, driving positive social and environmental change.