THE USE OF INFLUENCER MARKETING IN PROMOTING SUSTAINABILITY TOWARDS GENERATION Z AND LATE MILLENNIALS IN THE FAST FASHION INDUSTRY

• Main Author: Audrina Ghassani, Zelika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77291
• Institution: Institut Teknologi Bandung

During the pandemic, fast fashion e-commerce brands like Shein have become leaders in online fashion retail due to the rise of Fashion Influencers on social media, specifically TikTok. Influencers significantly impact fashion trends, and their success in promoting fashion brands has forecasted a tremendous increase in e-commerce and traditional sales. However, due to the success of Influencer marketing, mass consumption by their audience has led to environmental damage, raising concerns for sustainable implementations of influencer marketing within the fast fashion industry. This research paper investigates the impact of fashion influencers on consumer purchasing behaviour and the sales of fast fashion brands, focusing on Shein and TikTok and targeting Generation Z and late Millennials in Southeast Asia who follow fashion influencers on Instagram and TikTok. The paper also explores how fast fashion brands can use fashion influencers to promote sustainability. The author studied the following key questions: What characteristics do fashion influencers have that appeal to people and impact consumer purchasing behaviour? How frequently do customers purchase fast fashion brands due to fashion influencers on TikTok and other social media platforms? What features do fast fashion brands have that entice customers to buy from them? The author also explored the following key objectives: to appropriately select the right influencers to promote sustainability in the fast fashion industry, to understand the impact of fashion influencers on young consumers' buying behaviour and its effect on sales of fast fashion brands, and to comprehend the preference for fast fashion brands among consumers. To combat overconsumption, brands can use fashion influencers in sustainability campaigns instead of promoting clothing. Survey results show that influencers do not significantly impact sales. However, influencers are efficient at spreading brand awareness. Fast fashion brands should select fashion influencers who are fashionable, creative, and authentic to reach young consumers' interests and effectively deliver the company's sustainability initiatives. This research paper has several limitations, including insufficient sample size, time restrictions, limited perspective, use of a quantitative approach, and primarily descriptive analysis. This research paper has several limitations due to its small sample size of less than 100 respondents. The author only distributed the Google Forms via their personal social media account and university community email, making it difficult to generalize the findings to an entire population. The author also faced time restrictions that affected the quality and depth of the research. The study only sought the consumers' perspective and did not delve deep into the sustainability practices of Shein or other fast fashion brands. In addition, the study used a quantitative approach, limiting the analysis to finding patterns and not opinions. Lastly, the research analysis is primarily descriptive and lacks an extensive analysis of the cause-and-effect relationship between influencers and their followers. To improve future research, the author suggests using a qualitative approach to gain deeper insight into the sustainable practices of Shein or a fast fashion brand of choice, which will guide the application of Influencer Marketing towards specific sustainability initiatives. Additionally, the author recommends a larger sample size to represent the targeted population more accurately. If future researchers use a quantitative approach, the author recommends using a variance analysis (such as the ANOVA test) to identify the cause-and-effect relationship between multiple variables.