Refined

Social Media Strategy

2023

Hayden Mastroeni, Rylee Novad, Abigail Oblonsky

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Table of contents
1 Contents

3 Introduction

4 Competitive Research

Instagram

Tiktok

9 Market Research

11 Implementation Strategy

Tiktok

Instagram

17 Timeline
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19 C oo nn cc ll uu ss ii oo nn
C

21 Citation
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Introduction
In the ever-expansive world of fashion,
Refined stands as a beacon of style and
innovation. However, to truly carve our place
in the digital universe, we must navigate the
vast realm of social media strategically. This
report aims to chart a course for Refined,
outlining a comprehensive plan that
seamlessly integrates our projects across
two powerhouse platforms: Instagram and
TikTok.

Before delving into the specifics of our

social media strategy, it's essential to
understand the competitive landscape and
market dynamics. A thorough analysis has
been conducted to identify key players and
trends, ensuring that our approach is not
only innovative but also responsive to the
evolving demands of the fashion industry.
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Competitive Research
Explore the findings from our research on two
pivotal social media profiles for our Refined
fashion brand—specifically on Instagram and
TikTok. These summaries provide a sneak peek
into the platform proposals coming your way at
the end of this report.

Instagram
Princess Polly's Instagram is a fashion kingdom,
where style reigns supreme.Princess Polly has
2.2M followers and a following of 976.The
investigation into their page spanned a week,
targeting various post types.According to the
analytics of an instagram posts and reels, it is
proven that posts get more interactions. On an
Instagram post that went out on October 4th,
2023 Princess Polly had 7,846 likes and 352
comments. Instagrams reel that was posted the
same day had 303 likes, 2 shares and 5
comments.For reference look at Figure 1.
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INTERACTIONS ON
INSTAGRAM POSTS VS
REELS

8,000

6,000

4,000

2,000

0
Instagram Posts Instagram Reels
Likes Comments Shares

Figure 1
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Tiktok
The following research was conduc ted to provide
clarity on Levi’s social media pres ence on TikTok. The
takeaways from Levi’s TikTok stati stics will be used in
our implementation strategy at the conclusion of the
proposal.

Levi’s TikTok account gets approximately 141,000

views per post (according to the average views on
their past six posts), which is a fairly high number.
But, none of Levi Strauss’s TikTok’s have gone viral.
Most of the videos posted are longer form, which may
be the reason as to why their views are not
correlating to the million followers they have.
According to Graph 2, TikTok videos that are under 15
seconds have the highest views. In order to gain more
viewers, Levi’s ultimately should be posting shorter
videos.

Levi Strauss is one of Refined’s main competitors and

has 1.2 million followers on TikTok. While analyzing
Levi’s most recent TikTok’s, a few trends have been
identified.Though Levi’s seems to post sporadically on
the app, they primarily upload on weekdays. Figure 3
shows that TikTok is averaging about 1.5B monthly
users, which means Levi’s posting on a set schedule
would be a great way to reach new audiences.
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Figure 2
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Figure 3
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Market Research
The power of Instagram and TikTok in the
fashion industry is strong. Magazines controlled
fashion years ago, and now social media has
taken that place. One of the biggest impacts of
fashion social media is the use of influencer
marketing. When people started to share content
about their lives, there grew a demand for the
job of influencing, and now businesses can use
creators to grow. Companies such as Aritzia,
LuluLemon, H&M, and Prada dominate influencer
marketing in the industry (Brüdlo, 2022).
Consumers appreciate the peer-to-peer
influence, “Research suggests that 75% of Gen
Zers and Millennials see influencer content at
least once a day and 72% said they were more
likely to trust an influencer’s recommendation if
they showcased the same products or brand
multiple times” (Jakobsson, 2022). This also
targets niche audiences, making it easier for
customers to progress through the purchasing
process — even in a high volume industry such
as fashion.
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TikTok changed the fashion industry, now events
that were seen as exclusive are being live
streamed to millions of viewers. This allows for
the expansion of creativity and reach of fashion.
Today, people can access any current fashion
show they desire to watch and gain inspiration
from the clothes or models. Viewers also enjoy
seeing their favorite influencers at these events.
Vogue explained, “It goes beyond the outfits and
into creative expression. TikTok is a place for
joy, and it’s giving the fashion industry a whole
new way of showcasing their art and personality”
(Allaire, 2020).

Overall, our company will focus on influencer

marketing when growing our brand. This will add
trust and engagement, leveraging micro and
macro influencers that are vital for success in
today's social environment. On the TikTok side,
research shows that creativity and authenticity is
heavily valued. Building a customer base begins
with people trusting their favorite creator and
peaking an interest in the products they are
promoting. Refined will take advantage of these
social media strategies, along with continuing to
grow and learn from other brands such as Nike,
who have millions of followers and clicks.
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Implementation Strategy

Instagram
Refined’s Instagram account is a great way to gain brand
awareness and engage customers. It will be used as a
marketing tool to advertise products and gain traction to
our website. The first step that Refined will be taking to
create a successful Instagram is to integrate social media
posts with its e-commerce website. This creates a seamless
shopping experience for the customer. It will increase sales
and allow customers to have a positive association with the
brands buying process. They will be more inclined to
purchase other products because it is an easy, engaging
process.

Refined will also create a feed that attracts the target

customer and audience in the market. This involves a
neutral, chic looking account to match our clothes. Over the
last three years, aesthetic culture has become a worldwide
phenomenon. Research shows that Generation Z individuals
feel a sense of belonging when they associate with a
certain aesthetic (Benjamin-Meyer, 2022). Refined can
leverage this trend, making our feed look organized and
aligned with the brand.
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The fashion industry is an incredibly fast paced
environment, and Refined competitors evolve
quickly with the market. Refined’s Instagram will
stay ahead of trends. In order to stay competitive,
we will interact with customers, collaborate with
successful influencers, and post (feed, stories,
campaigns) daily. “According to Sprout Science
data, 91% of customers believe in the power of
social media to connect people, which is a clear
indicator that brands should participate in
fostering those connections” (Bringe, 2023).
Refined will make sure social media is a two-way
street and engage with our audience. It is
important for our brand to like positive comments,
respond to any questions on social media, and
repost customers wearing the clothes.

Lastly, in order to have a successful Instagram,

Refined will measure its efforts. Tracking
campaigns and engagement on posts and stories is
crucial to understand what marketing strategies
work for our brand. The brand will monitor ROIs to
determine the success of influencer collaborations
and product campaigns. The strategies that have a
high return on costs will continue to be
implemented. On the other hand, posts that lose
revenue will not be continued. This is a great way
to improve the brand's Instagram account while
managing finances.
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Figure 4
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Tiktok
After conducting research, our findings from
analyzing competitor TikTok and Instagram accounts
have allowed us to make recommendations for
Refined’s marketing approach.

To have a large following on TikTok, it is important

to have a consistent posting schedule. Uploading
multiple times a day, as well as posting on
weekdays, will help Refined’s account become
noticed. It is also really important to advertise
Refined to the right audience. Primarily, we want to
reach young adults who want to wear trendy, neutral
colored clothing. In order to market our brand to the
right audience using strategies such as related
hashtags, easy to watch videos, and a theme to our
posts, will give our viewers a good idea of our brand
identity.

Once Refined becomes a household name,

collaborating with TikTok influencers is an essential
step to a good marketing strategy. Influencer
marketing is one of the best ways to broaden your
customer base and build a bigger social media
presence. Therefore, finding influencers who fit
within our brand identity and match Refined’s fashion
aesthetic is very important in creating a genuine
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Ideally, our budget for influencer collaborations
should be about $100,000 for 6 influencers to make
3 spaced out TikTok’s about our clothing, as well as
how wearable and chic the brand is. This equals out
to about $5,555 per post. Each post the influencers
must wear different items from our brand to show off
the versatility of Refined. Overall, $100K is a large
amount of money but the traction each 6 of the
influencers will bring to our brand will increase
Refined’s revenue exponentially.

Additionally, the Mockup TikTok 1 shown is ideally

what Refined’s TikTok should look similar to. The
feed of the account should consist of short videos of
young adults wearing the clothing brand. Viewers
should be able to look at Refined’s TikTok and feel
the looks in the videos are achievable and easy to
wear during any occasion. Moreover, the bio of the
account should be short but aligns well with the
belief of the company. There should also be a link to
Refined’s website, as well as their other social
media accounts for more exposure. As the Refined
follower base starts to grow, responding to
comments and also being interactive with our
consumers will encourage new followers to also
become a part of our community.
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Timeline
Reformed aims to implement the outlined social
media strategy over the next six months. The
timeline is structured to ensure a gradual and
sustainable build-up of our online presence. The
initial phase will focus on content creation,
platform setup, and the establishment of a
consistent posting schedule. As we progress, we'll
monitor engagement metrics and adjust our approach
for optimal results. By the end of the six-month
period, we expect to have a robust and engaged
social media community.

Resource Requirements:
To execute this plan effectively, we anticipate the
need for additional resources, particularly in the
areas of content creation, social media management,
and analytics. While our current team possesses
valuable skills, expanding our workforce with
specialists in social media strategy, content
creation, and data analysis will enhance our
capabilities.
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Hiring experienced social media managers and

content creators will ensure that our platforms
are curated with high-quality, engaging content.
Data analysts will play a crucial role in
interpreting performance metrics, allowing us to
fine-tune our strategy based on real-time
insights.

In addition to personnel, we may need to invest

in social media management tools and
advertising budgets to maximize our reach and
impact. Collaborations with influencers and
creators may also be explored, necessitating a
budget allocation for partnerships that align
with Reformed's brand ethos.

By strategically investing in both human capital

and digital tools, Reformed aims to expedite the
achievement of our social media goals and
establish a formidable online presence within
the targeted six-month timeframe.
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Conclusion
In this strategic rollout, Reformed, our fashion-
forward brand, is poised for a seamless launch on
Instagram and TikTok, acknowledging the rapid
pace of today's fashion-focused online world.
Launching on both platforms at the same time lets
us catch the excitement from both audiences,
boosting our visibility and influence in the world
of style.

The plan intricately weaves our chic presence on

Instagram and TikTok from the outset, linking
profiles to amplify visibility during their
inception. Consistent and frequent cross-linking
will create a dynamic interplay, fostering growth
across both platforms and solidifying Reformed as
a style authority.

Crafting easily-shareable content is our fashion

secret weapon, ensuring our trendsetting brand
circulates organically and efficiently across the
fashionistas' social spheres. Building anticipation
for upcoming events, such as exclusive fashion
drops and behind-the-scenes glimpses, will be a
key focus, sustaining interest and propelling the
company's following.
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Should Reformed give the green light to this
proposal, a stylish and lucrative following awaits—
an invaluable asset for amplifying our fashion
footprint. The accelerated timeline to style
maturity underscores the efficiency of this
structured approach, outpacing traditional
methods.

In the grand fashion landscape, Reformed will

transcend being merely a brand; it will be a digital
fashion force. Through the guidance outlined in
this proposal, our communication channels on
Instagram and TikTok will be finely tuned, bridging
the gap between the virtual fashion wonder and the
hearts and minds of those eager to immerse
themselves in the latest trends.
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Citation
Instagram. (n.d.). Www.instagram.com. Retrieved November 14,
2023, from https://www.instagram.com/p/Cx_VFRdvt9j/?
utm_source=ig_web_copy_link&igshid=ODhhZWM5NmIwOQ==

Instagram. (n.d.). Www.instagram.com. Retrieved November 14,

2023, from https://www.instagram.com/reel/Cx_yS7-SJ1z/?
utm_source=ig_web_copy_link&igshid=ODhhZWM5NmIwOQ==

Allaire, Christian. “How TikTok Changed Fashion This Year.”

Vogue, Vogue, 28 Dec. 2020,
www.vogue.com/article/how-tiktok-changed-fashion-this-year.

Benjamin-Meyer, Riley. “The Aesthetics of Being Aesthetic.”

Inkwell, 2022,
anniewrightinkwell.org/5164/student-life/the-aesthetics-of-being-
aesthetic/#:~:text=Hickly%3A%20Gen%20Z%20is%20obsessed,late
st%20trends%20to%20fit%20in.

Bringé, Alison. “Council Post: From Awareness to Revenue:

Leveraging Social Media in
Fashion, Luxury and Beauty.” Forbes, Forbes Magazine, 17 Apr.
2023,
www.forbes.com/sites/forbescommunicationscouncil/2023/04/17/fr
om-awareness-to-revenue-leveraging-social-media-in-fashion-
luxury-and-beauty/?sh=4ea81e4e74df.

Brüdlo, Heather. “7 Fashion Brands That Dominate with

Influencer Marketing.” Blitz Marketing,
Blitz Marketing, 22 Jan. 2022, www.blitzmarketing.co/post/7-
fashion-brands-that-dominate
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Jakobsson, Saga. “Why Do Fashion Brands Use Influencers?” Cure
Media, 13 Sept. 2022,

www.curemedia.com/why-do-fashion-brands-use-influencers/.