Retail Rewired

  Social media has a way of relishing in “Cancel Culture.” It can emerge from the smallest details in an influencer's past, which is resurfaced and used to tear them away from the spotlight. While this is not always the case, it is seen in so many different ways. One misstep, whether it's a tweet from years ago or a poor decision during a live stream, can be amplified into a full-blown social media crisis. What once might have been a minor issue becomes a viral storm, fueled by likes, retweets, and comments. Social media platforms are known for their rapid response and instant feedback, which can lead to the rise and fall of public figures in the blink of an eye. Influencers, in particular, face a unique kind of pressure where the line between personal and public life is often blurred. Their brands and personal identities are the same, and a controversy can quickly turn into a crisis for both. A prime example of this is Mikayla Nogueira, a beauty influencer who has faced multip...

As businesses and brands continue to integrate social media into their marketing strategies, the importance of customer engagement grows. Social media provides an easy and powerful way for brands to connect with consumers, whether it’s sharing promotions, answering questions, or simply building relationships. However, as we dive deeper into the digital age, we must acknowledge a pressing issue: not everyone has equal access to the tools that enable participation in this online world.  Access and equity issues related to social media have large implications not only for businesses but also for the broader society. It's easy to assume that since social media is so widespread, almost everyone is engaging online. But the reality is different. According to data from Pew Research, as of recent years, nearly 25% of people in the United States don’t use social media, and this number increases in certain demographics, like older generations or those living in rural areas. This gap is a prob...

  This week’s look into social media marketing got me thinking about how much influence platforms like Instagram, TikTok, and Pinterest have on the retail industry. Social media has become more than just a place to post promotions—it's where brands build relationships, shape their identities, and stay top of mind. What really works when it comes to engaging customers online? One strategy that stands out is interaction. When brands use polls, quizzes or respond to comments and DMs, it creates a two-way street. It feels less like being sold something and more like being part of a conversation. Aerie does this really well—they highlight real customers in their posts, share their stories, and promote body positivity. That kind of authenticity makes people want to stick around. Timeliness also matters. Brands that stay on top of current trends, whether it's a viral TikTok sound or a trending aesthetic, tend to perform better. It shows they’re listening and part of the same culture ...

  If you think about it, social media is everywhere, and businesses have learned to use it to connect, build trust, and keep customers coming back. After reflecting on this week's topic of business and social media, I started thinking about how brands use social platforms to strengthen their relationships with customers—and it’s pretty interesting to see how far things have come. Years ago, promoting your business was limited to print ads, billboards, and TV commercials. Social media has allowed businesses around the world to connect with a larger audience in a more personal way. It’s about creating a real conversation with customers. Social media allows companies to respond to comments in real time, answer questions, and even resolve problems right there on the spot. The cool thing about social media is how direct it is. It gives businesses a chance to actually talk to their customers—not just in a transactional way, but in a way that builds a real relationship. I’ve noticed a lo...

Social media has transformed activism, making it easier than ever for individuals and brands to speak out on issues that matter. In the retail and fashion industry, this shift has been especially significant. From sustainable fashion movements to ethical labor practices, social media activism is crucial in holding brands accountable and empowering consumers to make informed choices. But how do we navigate this landscape to ensure we support real change rather than falling for performative activism? Over the past few years, brands have increasingly taken sides on social and environmental issues. The rise of movements like #WhoMadeMyClothes, sparked by the Fashion Revolution campaign, has encouraged consumers to demand more transparency in supply chains. Similarly, sustainability-focused brands use platforms like Instagram and TikTok to showcase eco-friendly practices, pushing fast fashion companies to respond with their own “green” initiatives. However, while some brands truly embrace c...

Social media has completely changed how we shop, and now, thanks to crowdsourcing and crowdfunding, it's also changing how products are made and sold. These two concepts might sound alien, but you’ve seen them in action — whether it’s a viral design contest or a Kickstarter for the next “must-have” fashion item. But is this shift helping us as consumers, or are we just getting pulled into another social media shopping trap?   Have you ever scrolled through Instagram and seen a brand asking people to vote on their next product design? That’s crowdsourcing in action. Companies like Fashion Nova and Shein constantly pull ideas from their customers, whether it's through polls, comments, or influencer feedback. This can be a great thing, it means brands are actually making what people want.   But here’s the catch: crowdsourcing can also lead to lower-quality products and overproduction. Fast fashion brands use this strategy to crank out trends at lightning speed, but that oft...