Reflective Analysis on Marketing Management and Digital Communication

This reflective analysis examines Britney Rigby’s article on marketing capitalization and sustainable fashion, focusing on the impact of online influencers and consumer trends. The analysis explores how celebrity and influencer marketing, particularly the 'Markle Sparkle,' influences consumer purchasing decisions and the rise of sustainable fashion platforms. It emphasizes the relevance of consumer trends toward ethical and sustainable products, and the role of influencers as social relationship assets. The report discusses the implications of these trends on the marketing industry, including a shift from direct marketing to brand philosophy, and the impact on various stakeholders, such as fashion companies and consumers. The conclusion highlights the importance of connecting consumers with brand stakeholders to drive industry development in marketing and sustainable fashion.

Running head: REFLECTIVE ANALYSIS 1
Marketing Management and Digital Communication: Reflective Analysis Paper
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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,

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eco-friendly development, animal friendly materials, or community based initiatives (Rigby,
2019).
3. Explanation Of Why The Issues Are Important
3.1. Relevance of Consumer Trends in Sustainable Fashion
Sustainable fashion entails both environment friendly and renewable material selection;
these factors imply that the process of production must be renewable and ethical throughout the
supply chain. Henninger et al. (2017) point out that while fashion businesses can simply alter
their business models to suit a circular supply chain, in order to promote sustainability, it is more
important to consider customer preferences and trends since consumers determine the use, life-
span, and continued demand of a product (p. 12). Based on the article, consumer trends are
orienting towards the purchase of fashion products that are sustainable, and advocate for social,
economic, and environmental change (Rigby, 2019).
3.2. Relevance of Celebrity Marketing and Influencers in the Marketing Industry
Celebrity marketers and influencers are individuals who, owing to their position,
connection, or knowledge of their audience and products, are able to impact the purchasing
decisions of an audience. Consequently, both celebrities and general influencers are vital in the
marketing industry because they act as social relationship assets using which companies can
realize their marketing goals. Similarly, celebrities and influencers act as a branded content
strategy suitable in assessing consumer preferences, and identifying suitable products for target
audiences (Arnold, 2009, p. 55).
4. Discussion
4.1. Implications of Celebrities and Online Influencers in Marketing Industry
The increase in celebrity and influencer marketing has enabled brands understand the
need for a shift in focus from direct marketing, to the promotion of a product as part of a brand
with a concrete philosophy. Subsequently, this process of brand promotion will prompt the
marketing industry to adopt a more in-depth audience analysis, so as to establish which audience
would benefit more from a structured campaign with the influencer (Rajkishore, Amanpreet,
Tarun, & Rajiv, 2019, p. 9).
4.2. Implication of Consumer Trends on Sustainable Fashion
Consumers in the fashion industry are more knowledgeable of the inherent nature of the
industry, including how production processes can negatively affect the environment as a result of

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unchecked resource exploitation, harmful waste production, and release of dangerous dyes and
chemicals into the ecosystem. As such, the idea behind fast fashion is currently becoming less
alluring to buyers who previously indulged in rapid fashion changes at the expense of sustainable
fashion (Rajkishore, Amanpreet, Tarun, & Rajiv, 2019, p. 12).
4.3. Impact of Influencers, Consumer Trends, and Sustainable Fashion on
Stakeholders
As social influencers, such as, celebrities and brand ambassadors, impact consumer
purchasing tendencies, they also affect what consumers eventually accept as a fashionable trend.
This is due to the fact that consumers prefer to adopt their styles under the belief that the
influencers are experts in the product category. Consequently, influencers can easily tarnish or
uplift the reputation of a fashion brand based on their personal opinion, thus either positively or
negatively affecting profit margins in fashion companies (Rajkishore, Amanpreet, Tarun, &
Rajiv, 2019, p. 8).
Concurrently, the concept of sustainable fashion has led to a positive outcome on
stakeholders in the fashion industry owing to the rise in corporate responsibility. Simple actions,
such as, replacing clothing dyes with green alternatives, have resulted both in a reduction in
environmental problems and production costs, and created growth opportunities for smaller
companies seeking competitive advantages in sustainable fashion (Rajkishore, Amanpreet,
Tarun, & Rajiv, 2019, p. 11).
5. Conclusion
Ultimately, as Rigby points out, creating a connection between consumers and other
brand stakeholders is a good way to initiate development in the industry, with regard to both
marketing, and in creating sustainable fashion.

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References
Arnold, C. (2009). Ethical Marketing and the New Consumer. New York: John Wiley and Sons.
Duncan, A. (2018, October 17). What is a royal tour, why are Prince Harry and Meghan Markle
in Australia and how long are they Down Under for? Retrieved from Metro:
https://metro.co.uk/2018/10/17/what-is-a-royal-tour-why-are-prince-harry-and-meghan-
markle-in-australia-and-how-long-are-they-down-under-for-8046767/
Henninger, C., Alevizou, P., Goworek, H., & Ryding, D. (2017). Sustainability in Fashion : A
Cradle to Upcycle Approach. New York: Palgrave Macmillan.
Micek, J., & Micek, D. (2015). Secrets of Online Persuasion : Captivating the Hearts, Minds
and Pocketbooks of Thousands Using Blogs, Podcasts and Other New Media Marketing
Tools. New York: ProQuest.
O'Malley, K., & Murray, D. (2019, November 19). The Meghan Markle Effect: Her True Impact
On the Fashion Industry. Retrieved from Elle: https://www.elle.com/uk/fashion/celebrity-
style/a25317167/meghan-markle-royal-outfits-report/
Rajkishore, N., Amanpreet, S., Tarun, P., & Rajiv, P. (2019). A Review of Recent Trends in
Sustainable Fashion and Textile Production. Current Trends in Fashion Technology &
Textile Engineering, 4(5), 9-14.
Rigby, B. (2019, April 17). How brands are capitalising on the ‘Markle Sparkle’ and consumer
trends to push sustainable fashion. Retrieved from Mumbrella:
https://mumbrella.com.au/how-brands-are-capitalising-on-the-markle-sparkle-and-
consumer-trends-to-push-sustainable-fashion-575396