Goal:
To encourage influencer to take action and try to engage in facilitating the flow of unwanted clothing.
Strategy:
Convey information to the influencer about sustainable fashion and the reuse of secondhand clothing to raise their awareness and help them understand the importance of the issue. Additionally, showcase the results of my first intervention conducted in London to the influencer.
Anticipated Outcomes:
Seeing the influencer actively engage in clothing reuse activities and influencing more participants.
Influencer (Stakeholder): zhiyu
Location: Shanghai
Background: student
Follower: 608 Likes and favorites：2836
Chat Record:
According to conversation:
Live time: 20 June 2023 8pm-9pm
Duration: 1 hour
Set price: About a 90% discount from the original price
Secondhand Price: 2-3GBP/ piece (20-30yuan)
Part of the live:
Number of viewers: 385
Number of buyers：0
Feedback from stakeholder:
This is my first attempt at live streaming, Unfortunately, perhaps because it’s my first time and I’m a relatively small influencer, there wasn’t much viewership. However, I’m glad to have had the experience of selling secondhand clothing in this way. It’s possible that this method is the right one, but for me right now, it might be more suitable to sell on Idle Fish (an online marketplace), which won’t take up too much of my time.
My reflection:
In this intervention, In our first live stream, we set prices right from the start. Despite being at a very low price for brand new clothing, it clearly affected the likelihood of final transactions. For the current promotion of secondhand clothing, setting prices at the beginning seems inappropriate. Also because the influencer’s own follower count is relatively small. However, feedback from a few participants indicated that they felt the sizes weren’t suitable and the styles were too basic. It can be inferred that participants were actually interested in making purchases, but the issues of style and size were beyond our control.
I found that participants who joined were beginning to show awareness and interest in line with my goals. However, due to the need to improve the followers of the influencer I collaborated with in terms of strategy, the level of engagement was not as enthusiastic as I expected.
The main problem was the insufficient number of participants.Also, setting prices right from the start for secondhand clothing. In the next intervention, I should collaborate with more follower influencers to attract a larger audience, allowing more people to participate and try to cancel the prices.