Tag Fashion: análisis del consumo responsable de la industria textil desde la publicidad

Abstract

This project was about environmental problems, focusing mainly on the textile industry, which is considered the second most polluting industry worldwide (Euromonitor, 2018). Analyzing the problem, it was decide to carry out a study of the Y generation or Millennials, who are the main consumers of the current economy system. This study consisted to expose the target to a series of advertising pieces raised in an Instagram profile, with different contexts, which would identify reactions and opinions regarding the level of pollution generated by this industry and several answers to this problem. With this exercise, 350 people were approach, who at first thought they were following an account that reported on fashion trends, but then found an account that provided environmental information. In turn, 23% of this population was direct to a Telegram channel, where the information shared on parallel with the Instagram account, but in a more direct way, thus creating a profitable community in the medium term. As a complement to these results, a 13-question survey was carry out with 45 people from the target group, in which it was possible to find out in detail their behavior regarding this problem, to complement it with their opinion given in social networks. The research closed with a Focus Group, which allowed us to find out in more detail their reactions and opinions regarding the campaign presented in Instagram. Finally, we concluded with the creation of a community about the responsible consumption, which is in the process of consolidation, having as its main symbol the logo of TAG FASHION, the brand created for this project, which will be carry by each member of the community on their clothing to communicate a special message from the categories created