Page 35 - dissertation flip book

Fish, I. and Fish, I., 2020. Zalando: Connecting With Consumers Post-Lockdown. [online] Drapers. Available at: <https://www.drapersonline.com/news/zalando-connecting-with-consumers-post-lockdown> [Accessed 7 December 2020].
This article was useful as it discussed how it is important to ensure that a brand is connecting with consumers online which was relevant in chapter two when trying to understand how to maintain a consumer relationship. It was also used as it discusses whether brands should comment on major societal issues which backed up what I had found in my focus group research.
Gupta, S., 2020. Are You Really Innovating Around Your Customers’ Needs?. [online] Harvard Business Review. Available at: <https://hbr.org/2020/10/are-you-really-innovating-around-your-customers-needs> [Accessed 7 December 2020].
This article was useful particularly when writing the final chapter as it discusses the idea that brands need to look beyond the product when trying to adapt to the consumer needs This was helpful as it was giving a new perspective in contradiction to brands needing to also look beyond the product at the bigger needs.
Ted Talks Daily. 2020. How Shocking Events Can Spark Positive Change. [online] Available at: <https://open.spotify.com/episode/2dvBV2gq1AmoyGziNKjxVL?si=i3R8TeaRTuOaj1OTFe6q2Q> [Accessed 7 December 2020].
This article was able to relate the current problem that we are facing to past events including the wall street crash and then go on to explain how that translates into current situations. This was able to mimic the roaring 20s ideology that was plain in the Business of Fashion podcast and also argue against ideas that post pandemic people will become more utilitarian with their money as discussed in chapter 4.
The Business of Fashion Podcast. 2020. How Trauma Transforms Consumer Psyche. [online] Available at: <https://www.businessoffashion.com/podcasts/retail/retail-reborn-podcast-doug-stephens-consumer-psyche> [Accessed 7 December 2020].
This podcast sparked the project as a whole with the idea that trauma can reflect onto how we act as consumers. As it is still a relatively new topic the podcast was able to describe a variety of outcomes and was the start of the research project. They discuss the ideology that as humans everything changes when we are made more aware of our own mortality which at the moment due to the pandemic is very relevant.
This Ted Talk is useful as it shows the origins of miscommunication and therefore coincides well with Christiana Amanpours Ted talk. This source was used to back up information from the millennial focus group and the survey about how they occasionally believe what they read on social media. However this source adds to the research as it talks more about how misinformation is made.
Millennials, 5., 2020. 5WPR Survey Reveals Facebook Is The Most Used Social Media Platform Among American Millennials. [online] MarTech Series. Available at: <https://martechseries.com/social/social-media- platforms/5wpr-survey-reveals-facebook-used-social-media-platform-among-american-millennials/> [Accessed 7 December 2020].
Millennials were chosen as the target tribe due to research showing they are currently going through the most trauma and are struggling through the pandemic however when completing primary research this source was used in order to find out which social media platform would be the most beneficial to collate the research by posting the survey on it.