Fashion Marketing and PR
Social media analysis of a digital brand
Course offered by: UAL (University of the Arts London),London College of Fashion (Course Website)
Course mentor: Susan J Seel.
Course description: Social media analysis of a digital brand:
KRAFTED WITH HAPPINESS
Purpose
Research on a startup brand which is changing the face of fashion not only in design generation and innovation but also in shaping the strategy in social media platforms.
First impressions
Thinking of a brand which is not only "Insta-conscious", but also depicts its own ideologies and identities in the posts that it displays on various social media platforms. I came to a conclusion to choose a brand that deals with handmade jewellery and manufactures them in various self-funded craft clusters. The brand that I chose is KRAFTED WITH HAPPINESS, which is India's first handmade jewellery designer brand. It charms the customers by its unabashed posts of funky, 21st century working women, while staying true to Indian design elements and takes sustainable steps towards long-term income generation for the artisans.
How it went
The project started by distinguishing the brand's strategies in social media into two broad concepts :
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BRAND ESSENCE
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BRAND PERSONALITY
Under the section Brand Essence, topics like relationships, culture, reflection, and self-image come in, which reflect the entire idea behind the startup. In the section of Brand Personality, I describe, techniques like the strategies, production of posts, amplification by advertisement including its cadence.
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