The three companies I analyzed in the fashion industry were Christian Dior, Rebecca

Minkoff, and American Eagle. I chose to analyze these three companies because they are all at

three different price levels. Christian Dior is a French luxury goods company, Rebecca Minkoff

is a fashion company known for women’s handbags, clothing, shoes, and accessories, and

American Eagle is an American lifestyle, clothing, and accessories retailer, popular for their

assortment of jeans.

Christian Dior

The Christian Dior post I analyzed were images posted on their LinkedIn page. The

specific post I chose to look at featured Korean girl group singer Jisoo Kim from Blackpink, who

has a very large fan base around the world. This post received positive feedback, but because this
was posted on LinkedIn it had lower engagements than the same post that is posted on

Instagram. This post uses ethos since it features a celebrity who has many loyal fans. I believe

this post is meant to reach Millennial and Gen Z consumers because they are the main generation

on social media who use LinkedIn to search for jobs.

Rebecca Minkoff

Rebecca Minkoff uses Instagram to post images of new products, many of the images

have Rebecca Minkoff modeling the products. Rebecca Minkoff’s post uses ethos since she is

the face, co-founder, and CEO of the company which establishes credibility. The Instagram posts

get positive feedback, and Rebecca Minkoff actively responds to comments and questions on her

posts which makes her seem more personable and engaging to consumers and fans. Rebecca

Minkoff was founded in 2005 and is still a growing brand, using Instagram to promote new

products has helped them gain more recognition within Millennials and Gen Z consumers on the

app, who I believe are their main target market.

 American Eagle

American Eagle used Tiktok to promote a campaign called #InMyAEJeans. This

campaign was meant to reach Gen Z consumers because Tiktok is mainly used by the younger

generation. This campaign uses ethos by featuring Addison Rae, a famous creator on Tiktok.

American Eagle created a Tiktok challenge under the hashtag #InMyAEJeans, and the winner

with the most creativity and engagement rate will get to be featured in a duet post on Addison

Rae’s Tiktok and Instagram. The overall hashtag on Tiktok had 3.6 billion views, and Addison

Rae’s dance tutorial for the challenge had 31.1 million views. This was a very successful

campaign that got the audience involved and increased awareness for the new American Eagle

campaign.

Conclusion

All three brands used ethos because it helps establish credibility with the brand, and is a

good way to get a celebrity or influencer’s followers to be interested in the brand. Most brands
right now use Instagram as a way to advertise and promote their products, but a newer form of

advertising that appeals to a large, mainly younger demographic, is on Tiktok. Brands must be

creative on Tiktok because the videos are short, and usually following a trend will increase the

chances of a video becoming viral. Tiktok currently generates the most engagement with the

most likes, views, and comments.

Recommendations

The brand I would help with social media and marketing out of the three brands is

Christian Dior. Although Christian Dior has a high status in the market and a good social media

presence on Instagram, they should use Tiktok as part of their marketing strategy because brands

that successfully use Tiktok receive the most engagement and attention online right now. On

Tiktok, they could try to create a new challenge revolving around fashion, follow an existing

trend, post videos of fashion shows and behind the scenes, or post videos of celebrities doing

things while wearing Dior. Brands who have used Tiktok correctly have been successful at

advertising and increasing their brand awareness. It is important right now for brands to appeal to

Gen Z consumers because they are the generation currently entering the workforce and will

eventually be buying more products.