Social media fashion influencer eWOM communications: understanding the trajectory of sustainable fashion conversations on YouTube fashion haul videos

Abstract

PurposeThis study aims to examine YouTube comments relevant to sustainable fashion posted on fashion haul videos over the past decade (2011–2021). It is guided by two research questions: (1) How have sustainable fashion-related comments posted on YouTube fashion haul videos changed over time? and (2) What themes are relevant to sustainable fashion in the comments posted on fashion haul videos?Design/methodology/approachA data set of comments from 110 fashion haul videos posted on YouTube was refined to only include comments with keywords related to sustainable fashion. Leximancer, a machine learning technique, was employed to identify concepts within the data and co-occurrences between concepts. Linguistic Inquiry and Word Count software was employed to assess the prevalence of concepts and identify sentiment over time.FindingsOver the decade, the authors identified increased comments and conversations relevant to sustainable fashion. For instance, conversations surrounding sustainable fashion were linked to “waste” and “addicted” between 2011 and 2013, which evolved to include “environment” and “clothes” between 2014 and 2016, to “buy” and “workers” between 2017 and 2019 and “sustainable” between 2020 and 2021, demonstrating the changes in conversation topics over time.Practical implicationsWith increasing engagement from YouTube viewers on sustainable fashion, retail-affiliated content that promotes sustainable fashion is proposed as one approach to engage viewers and promote sustainable practices in the fashion industry, whereby content creators can partner with retailers to feature products and educate viewers on the benefits of sustainable fashion.Originality/valueThe findings suggest that consumers are becoming more aware of and responsive to sustainable fashion. The originality of this research stems from identifying the source of this interest.

Fashioning the Circular Economy with Disruptive Marketing Tactics Mimicking Fast Fashion’s Exploitation of Social Capital: A Case Study Exploring the Innovative Fashion Rental Business Model “Wardrobe”

“…As noted above, research examining demographics and psychographics are inconclusive on the variables that make ethical consumption more likely. Although interest in sustainable fashion has increased [14,19,20,24], it is insignificant when compared to the DSP of the fast fashion industry [3,4]. As the main consumers of fast fashion, Generation Z are also the focus of fast fashion marketing and more responsive to the tactics [13].…”

“…Further stimulation of the frequent impulsive fashion consumption process is found in the hedonic emotive response that fashion acquisition provides. For example, Ritch et al [13] found that consumers experience excitement when waiting for their purchase to arrive, and this unwrapping is often captured on social media for entertainment [24]. Engaging on social media is often a passive act, prompted by marketing that draws the consumer into social media, where consumption is just a few clicks away [8].…”

“…Marketing further plays with emotions and feelings by situating fashion consumption as signalling success that represents "the good life" [28] often embodied by celebrities and, more recently, social media influencers [5]. Fashion hauls-videos in which influencers show a large volume of garments as a treat (see [24])-feed into marketing messages that obtaining new fashion is desirable and deserved, constructing the social norms and expectations of behaviour that formulate the DSP. If the DSP is to be disrupted, then social media is pivotal, as it fuels fast fashion consumption.…”

“…However, this comes at a cost: exploitation of people and the planet [6]. As consumers are increasingly aware of the impact of fast fashion on the climate crisis and have expressed discomfort with the way in which fast fashion employees are treated [14,19,24], renting becomes a viable alternative that enables the utilitarian maximisation of scarce resources from the cradle to the grave [40]. Although Wardrobe satisfies those least willing to pay [51], it also aligns with status and esteem to develop a new purpose of renting, which addresses both the social and emotional context sought by Generation Z [14,19,22].…”

“…Similarly, social acceptance is crucial to advancing rental fashion [2], which illuminates the opportunity to mimic fast fashion marketing and permeate societal norms. Fashion consumers look to social media for fashion inspiration [24], and Wardrobe provides a similar online experience that provides the lifestyle experiences that Generation Z crave [4]. Content is stimulated by with #drops and new content that satisfies the hedonism of impulsive and frequent fashion acquisition [13].…”