Consumers often invest a significant amount of time hunting down information about a product, brand, or service. In this assignment, you are going to reflect upon each step in the product investigation process.
Go online, pick a product or service you've been curious about but never tried, and dive into the consumer experience by answering these questions in a two to three-page reflection paper:
1. Identify the product or service that caught your interest and explain why.
2. Detail your approach to Google searches, social media exploration, or website investigation.
3. Did any brand stand out and build trust, or did the information leave you confused?
4. Switch to the marketer's perspective. How would you enhance this information search for a better consumer experience? Is it necessary to use all the new technologies available in the outreach efforts or should sometime be spent to determine what works well for the intended audience?
5. Consider your cultural factors—how did your culture, subculture, beliefs, or values impact your search and overall experience?
Consumers often invest a significant amount of time hunting down information about a product
My interest is driven by several factors:
- Ethical Concerns: The reports of exploitative labor in garment factories, particularly in developing countries, deeply trouble me. I want to ensure that the clothes I wear are not produced at the expense of human dignity.
- Environmental Impact: The immense water consumption, pesticide use, and chemical dyeing processes in conventional denim production are alarming. I'm keen to find alternatives that minimize this ecological footprint.
- Quality and Longevity: I'm also interested in investing in higher-quality pieces that will last longer, reducing the need for frequent replacements and contributing to a more circular fashion economy. This combats the "disposable" nature of fast fashion.
- Personal Values: My personal values increasingly lean towards conscious consumerism and supporting businesses that demonstrate social and environmental responsibility.
2. Detailing My Approach to Information Search
My investigation into sustainable denim brands involved a multi-pronged approach, leveraging various online platforms:
- Google Searches: I started with broad searches like "sustainable denim brands," "eco-friendly jeans," "ethical jeans Kenya," and "fair trade denim." This provided a broad overview of companies operating in this space, relevant articles, and lists compiled by ethical fashion bloggers. I also used more specific terms like "organic cotton jeans," "recycled denim," and "low water denim production."
- Website Investigation: Once I identified potential brands, I visited their official websites. I specifically looked for:
- "About Us" or "Our Story" sections: To understand their mission, values, and commitments to sustainability and ethics.
- Sustainability Reports or Impact Pages: Many ethical brands provide detailed information on their material sourcing, manufacturing processes, certifications (e.g., GOTS for organic cotton, Fair Trade Certified), and social initiatives. This is where the real depth of their claims is revealed.
- Product Descriptions: To check for specific material compositions, dyes used, and care instructions that align with sustainability.
- FAQs: To find answers to common questions about their practices.
- Social Media Exploration (Instagram, Pinterest, YouTube):
- Instagram: I searched for hashtags like #sustainabledenim, #ethicalfashion, and #slowfashion. This allowed me to see how brands present themselves visually, engage with their community, and observe user-generated content. I also looked for influencers or content creators who focus on sustainable fashion, as they often provide authentic reviews and style inspiration.
- Pinterest: Used for visual discovery and mood boarding, finding outfit ideas with sustainable denim and seeing how different brands' styles resonated.
- YouTube: Searched for "sustainable denim reviews," "ethical jeans comparison," or "brand name review" to find video content where people discussed their experiences with the products. These often felt more authentic and detailed than written reviews.
- Ethical Fashion Directories/Blogs: I consulted reputable ethical fashion blogs (e.g., Good On You, Ethical Consumer, The Good Trade) that provide ratings and reviews of brands based on various sustainability criteria. These platforms are invaluable for pre-vetted information and comparative analysis.
- Customer Reviews: On brand websites, retailer sites (if applicable), and independent review platforms, I looked for customer feedback regarding fit, durability, comfort, and satisfaction with the brand's ethical claims.My interest is driven by several factors:
Sample Solution
Product Investigation Reflection: Ethical and Sustainable Clothing
As a curious consumer, I've often found myself drawn to the concept of ethical and sustainable clothing brands. While I appreciate fashionable attire, I've become increasingly aware of the environmental and social impacts of fast fashion. I've been curious about truly sustainable options – brands that prioritize fair labor, eco-friendly materials, and transparent supply chains – but have never fully committed to making a purchase. This curiosity stems from a desire to align my consumption habits with my growing awareness of global issues, and to contribute positively to both people and the planet.
1. Identifying the Product/Service and Why it Caught My Interest
The specific product I've been curious about is sustainable denim jeans. Denim is a wardrobe staple for many, including myself, but its production is notoriously resource-intensive and often associated with harsh labor practices. I'm looking for a brand that offers stylish, durable jeans made from organic cotton or recycled materials, with a transparent supply chain that ensures fair wages and safe working conditions.