THE REFLECTIVE ANALYSIS

Running head: REFLECTIVE ANALYSIS 1
Marketing Management and Digital Communication: Reflective Analysis Paper
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REFLECTIVE ANALYSIS 2
Marketing Management and Digital Communication: Reflective Analysis
1. Introduction
According to Micek and Micek (2015), approximately 40% of all online purchases are
impulsive, a majority of which are influenced by cultural and social factors attributed to the
brand (2015, p. 19). This social and belief-based influence, together with erratic consumer
trends, are highly efficient when gaining knowledge on the marketing industry and digital
communication. Consequently, the scope of this reflective analysis is to examine Britney Rigby’s
(2019) article on marketing capitalization and sustainable fashion to distinguish the implications
of online influencers on the marketing industry. Likewise, the analysis will investigate the effects
of using consumer trends to advocate for sustainable fashion, with the goal of establishing how
both influencers and consumer trends may affect relevant stakeholders.
2. Summary of the Key Issues
2.1. Celebrity and Influencer Marketing
Online buyers are swayed by a variety of factors, including media relationship and
community values, prior to making their procuring choices. Influential figures, such as, Meghan
Markle and Kendall Jenner, have a significant influence on consumers’ online purchasing
tendencies. However, while this behavior may be due to a celebrity of influencer’s connection
with a particular product, it may also be attributed to how seamlessly the brand suits the
consumer’s own values and beliefs. In the article, since Meghan Markle was repeatedly sited
wearing a pair of Outland Denim jeans during a community engagement tour in Australia
(Duncan, 2018), the pair of jeans is currently allied with sustainability and community
involvement (Rigby, 2019). The sale of the pair of jeans have currently gone up by 216% in an
effect which the advertising industry now refers to as the Markle Sparkle (O'Malley & Murray,
2019).
2.2. Consumer Trends and Sustainable Fashion
In catering to the current consumer trend which rallies support for impactful global
change, several fashion brands have launched platforms that integrate sustainable solutions with
their product lines, such as, Considered by The Iconic. Based on Rigby, Considered is unique to
the industry since it encourages shoppers to sort fashion products in accordance with their ethos.
Through increased transparency and user-friendly sustainability credentials, consumers will be
able to use the platform to buy only what they advocate for, be it in relation to climate change,