IRM, Social Media and the Ethically Informed Global Supply Chain

IRM, Social Media
and the ethically
informed Global
Supply Chain

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Function of social media platforms to improve communications with external consumers ......3
Usage of social media platforms for developing relationships in the business to consumer
sector in context fashion industry .............................................................................................4
Discussion on how private fashion firms maintain sustainable and ethically informed global
supply chain operations ..............................................................................................................4
Significance of legal compliance with operational practices related to worker's rights in
fashion industry ..........................................................................................................................5
Recommendations ......................................................................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
International communication and supply chain management are essential parts of
successful global enterprise. Social media is an essential part of international communication
strategy which helps business firms gain success on global scale (Kautish and Sharma, 2018).
The present report focuses on the international apparel and fashion industry. The role of social
media in communicating with external stakeholders in context of fashion sector is provided in
this report. In addition to this social media usage to enhance consumer relationship in relation to
fashion sector is discussed in this report. This report includes ways which help private fashion
corporations ensure international supply chain activities are ethically informed and
environmental friendly. Value of legal compliance operational practices connected to worker's
riots in fashion industry is determined in this report. Recommendation for future direction of
external client are also given in this report.
MAIN BODY
Function of social media platforms to improve communications with external consumers
As of 2021 there are 3.78 billion social media users which is equal to 48% if global
population (10 SOCIAL MEDIA STATISITCS, 2021). This statistical data depicts the penetration
of social media in daily life of consumers and the integral role of social media in communication
between individuals. Social media platforms have become a highly valuable tool for business
firms as they play an important role in international communication. The role of social media
platforms in betterment of international communications of apparel industries is provided below:
 Increased market reach: Social media platforms facilitate international communication
with external consumers by increasing reach of business organizations. In case of fashion
industry, business firms are able to directly communicate with overseas consumers with
the help of social media platforms (Loureiro, Serra and Guerreiro, 2019). Social media
platforms decrease language barrier in international communication as different social
media tools such as videos and infographics cane be developed in different languages to
reach larger global consumer base easily. This helps fashion enterprises increase online
shopping and expand internationally. M&S is a fashion retailer and has strong social
media presence. The company is able to communicate with international consumers in a
cost effective manner by using social media platforms.

 Consumer insight: Social media platforms provide consumers large amount of consumer
data including information about effectiveness of their marketing campaigns. In case of
the fashion industry the consumer insight gained from social media are highly important
as social media fashion trends influence sale of apparel products. The consumer insight
collected from social media platforms helps enhance communication of fashion
organizations by providing them information about ways to authentically communicate
with social media users (Overdiek, 2018). This involves understanding latest social media
trends and social media culture to enhance communication across all mediums. M&S is
able to utilize consumer insight gained from social media to develop right messaging for
each social media post and increase reach of social media accounts.
 Intercultural communication: One of the primary role of social media in improvement
of external business communication is aid ion development of intercultural
communication. Social media platforms provide information about trending topics in
different countries which can be sued to communicate with consumers from different
countries. Fashion enterprises can develop messaging which is associated with current
tending topic in order to communicate with consumers firm different cultures. Influencer
marketing is social media marketing method which involves collaborating with social
media celebrities to promote products and services of the company on social media
platforms. Social media influencers can also be used by business firms to facilitate
effective intercultural communication. M&S partnered with Indian influencers in 2020 to
communicate information about Diwali festive offers. The #ReThinkwithMandS
campaign includes influencers styling their festival outfits. This social media campaign
is an example of social media fashion enterprises helping enhance intercultural
communication in foreign regions.
 Brand visualization: Social media platforms enable consumers to visualize the company
in an effective manner (Boardman and et. al., 2019). Visual information is easily
understood and retained by individuals more than written information. Fashion
enterprises utilize social media tools to communicate their messages in creative manner.
Visual communication including images, videos and infographics improve external
communication with consumers. Fashion firms are able to interact with consumers
continuously and design images which attract consumer attention so that they are able to