Hogshead then introduces the Seven Languages of Fascination: Innovation , Passion, Power , Prestige, Trust, Mystique, and Alert. Hogshead explains that brands fall into these categories which she also refers to as the Seven Fascination Advantages. Once a company acknowledges which advantage category their brand lives in, they can clearly identify how the brand should be operating and how they should be communicating to consumers. Brands can utilize their key advantage as the foundation for their overarching marketing strategy.

In November 2018, Swift’s contract with Big Machine Label Group expired and on November 19th, 2018, Swift announced on social media to her fans and followers that she had signed a multi-album recording with Universal Music Group and Republic Records. On June 30th, 2019, Big Machine Label Group announced that they were acquired by Scooter Braun and his company Ithaca Holdings. Swift denounced this acquisition on social media soon after the news broke to airwaves. Months later, fans and followers continued to have a front seat to witness the interactions between Swift and her past record label via social media. Continue reading to learn more about how social media has played a role in Swift’s attempt to regain ownership of her work.

In the January 2020 issue of Vogue, the editorial promises to “live more sustainably every day, in every way” and features a story on sustainable luxury designer Stella McCartney.  Last spring, I wrote a research paper on the negative implications of fast fashion.  As one of the largest contributors to global pollution, I am so happy to see the fashion industry focusing intensely on modifying manufacturing practices and highlighting socially responsible designers and brands.  For this semester’s research paper, I wanted to explore how social media is playing a role in influencing the mindset consumers have surrounding sustainable apparel purchases.

As the most labor dependent and heavily resource depleting industry, it is imperative that more awareness is created regarding the damaging implications of the fashion industry so that communities can work to adapt more sustainable and socially responsible practices.