Lean Digital Marketing for Fair Fashion
Lean Digital Marketing for Fair Fashion
I realized: I own 150 pieces of cloth and 70% are produced in Asia. Since this insight, the topic of fair fashion has been on my mind for a long time. And for years it has only remained with research and rough sketches.
Strategic Approach
Now I want to tackle the topic of sustainable fashion with a new method. In 6 week-long sprints, I'll choose the right platforms, build my website, develop premium content and generate traffic and leads. After each one week of development, the planned action must be implemented and go live on each Sunday until midnight. It is still unclear what works and what does not. Let's find out! I created a content-driven platform to introduce Fair Fashion labels, fans and topics. Therefore I combined Inbound Marketing with the Lean Startup method.

Marketing Stack
User Research
My own survey among 100 users showed, that 30% don't want to change their shopping behavior, 80% buy without research and final decision criteria are design, price and material. Fair Fashion is not mainstream yet. Results are captured in the final "sprint 6" of my self-initiated project.

Target audience
First MVP
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Content Creation
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Iteration and Growth Hacking
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