Notes from Task 2

Overview of Air BnB – https://contently.com/2014/12/05/how-airbnb-is-using-content-marketing-to-stay-on-top/

Berlin Short Video

Economic Impact – https://www.airbnb.com/berlin-economic-impact

Idea – Explore Trivago

Trivago Magazine – https://magazine.trivago.com.au/winter-getaways-victoria/ for consumers

• Mostly commericals and traditional tactics on their youtube channel

Visit New South Wales – https://www.visitnsw.com/things-to-do/drives-and-road-trips

• Expert Guides are written by travel writers – knowledgeable which educate the audience

• Prepares a map and downloadable itinerary along with amazing photographs

• Do not have a podcast but CEO often goes on podcasts for exposure  

• Content is shareable (Kukesh, 2016)

• NSW Local Stories, #LOVENSW and #NSWMoment

https://www.youtube.com/watch?v=OPUDrHdr5UM&ab_channel=visitnsw – Guest Ocean Alley singer to bring prominence to the video e.g. Amy shark & Guy Sebastian

Examples of great content marketing

1. Airbnb short animation – https://www.youtube.com/watch?v=BpAdyFdE3-c&t=73s
   1. Touching, leaves you with a warm feeling
   1. Inspire belonging and celebrate a united Germany through the magical true story of an Airbnb host and guest on the 25th Anniversary of the fall of the Berlin Wall.

https://shortyawards.com/7th/wall-and-chain-a-true-story-about-belonging-by-airbnb

• Visit New South Wales blogs expert guides by written travellers
  • Blogs on their website accompanied by amazing visuals with people enjoying places
  • Also comes with a downloadable pdf itinerary  – https://www.visitnsw.com/things-to-do/drives-and-road-trips/expert-guide-greater-blue-mountains-drive# 

• Visit New South Wales Video content  
  • Videos are less than 10 minutes containing music influencers, like Guy Sebastian as a form of entertainment and showcasing NSW and posted on YouTube
  • https://www.youtube.com/watch?v=z8vPvnb4pHA&ab_channel=visitnsw – make things more newsworthy & gain more traction
    
• Visit New South Wales social media content remains consistent with the website
  • Reels and photos contain beautiful scenery and is usually presented by visitors & photographers & reposts from influencers
  • https://www.instagram.com/visitnsw/?hl=en
  • Earthy tones capturing NSW and Australia
    
• Contiki offer a ‘Freebies’ section including:
  • Online Quizzes may show you where you should travel next depending on your answers
  • https://www.contiki.com/six-two/quiz-contiki-europe-trip/ – Which Contiki euro trip is good for you?
  • Wallpapers for your phone or laptop
  • Some playlists put together on Spotify
    
• https://www.contiki.com/six-two/ Six Two blog powered by Contiki
  • Interesting blogs intertwined with SEO and call to actions
  • https://www.contiki.com/six-two/gay-friendly-travel-destinations/
  • 15 of the most LGBTQIA+ friendly travel destinations in the world
    
    
• Out of the office powered by Contiki Podcast
  • Puts a modern take on issues, e.g. dating apps during covid.
    
• IDEA – Spirited Pursuit – A travel blog and visual daydream for those with an unwavering bout of wanderlust sharing dynamic travel stories run by a content creator
  • https://www.spiritedpursuit.com/blog/visiting-the-devils-pool-at-victoria-falls
  • Blog containing engaging graphics, simple subheadings, FAQ
  • Lee’s rebranding is helping to inspire investment and tourism to often overlooked destinations.
  • Linking to e-books
• Leverages off Pinterest & Instagram to gain views & clicks to her blog & other resources
  • While 60% of Pinterest users are women, don’t discount this platform if your target audience.

Script

In an online world that is drowning in content, it is important to stand out from the crowd. Hi, I’m Madeleine. Today, I will be sharing some excellent examples of content marketing within the travel industry – some that may spark ideas for yours.

Let’s begin,

1. The AIRBNB Short Film about the Berlin Wall (2014)

A short animation was released celebrating a united Germany through the magical true story of an Airbnb host and guest. This was released on the 25th Anniversary of the fall of the Berlin Wall.

Within one month the animated film had over 8 million views across social and digital with 130 press hits in 15 countries. The power of storytelling, animation & leveraging off an important milestone, launched AIRBNB into success (Shorty Awards, 2014).

• Visit New South Wales Content appealing & user-friendly content has caught the eyes of many fans, some examples of their great content includes:
  
• Travel Guides – A downloadable pdf itinerary accompanied by engaging and interactive visuals, images, maps, etc. includes engaging copy (Miller, 2021).
  
• YouTube Content – The Long Road Series took music influencers on a road trip around NSW, whilst showcasing the beautiful landscape & attractions. Visit NSW itinerary series have received an average of 2,200 views. Whereas the Long Road Series received an average of 4,761 views. (The Long Road Ep 5: The Grand Pacific Drive with Guy Sebastian, 2021). This YouTube series also gained some PR from news publications (Murphy, 2021).  

• Social Media Content – Visit NSW’s instagram contains videos and photos containing beautiful scenery. Photos are reposted by tourists, photographers & influencers. Visit NSW Instagram of the day allows followers to have their photos posted and reshared. They proceed by saying “thank you for sharing your #feelNSW moment” (visitnsw, 2021).

• Contiki Blogs – Contiki’s blogs are interesting blogs and relevant for the younger demographic. The blogs are intertwined with SEO and subtle call to actions. They images accompanying the article is relevant and eye catching!

• Out of the Office Podcast – This podcast puts a modern take on issues. It discusses travel, community, supporting mental health. They state, “travel is just a thread that bines us”.

These 4 examples are the best examples as they monitor trends and therefore remain and stay relevant. These companies monitor competitors which allow them to benchmark and also create new and interesting content which is different from others. Additionally, all companies ensure their content is eye-catching and visually appealing. Alongside these features, it seems that there is a deeply constructed strategy. The metrics speak for themselves (with 8 million views on the AirBNB video).

I hope this has sparked some ideas which will lead to some success on your own marketing journey! Thank you.

References:

Aubree West (2020), Contiki, ’15 of the most LGBTQIA+ friendly travel destinations in the world’.  Available at: https://www.contiki.com/six-two/gay-friendly-travel-destinations/ [Accessed 10 December 2021].

Contiki (2020), ‘A new Podcast from Contiki’. Available at: https://www.contiki.com/au/en/about/out-of-office-podcast. [Accessed 10 December 2021].

Kukesh, J. (2016) 3 steps to creating a content inventory for the buyers journey, Available at: https://blog.hubspot.com/customers/creating-a-content-inventory [Accessed 23 November 2021]

Miller, J (2021), ‘The Expert Guide to the Greater Blue Mountains Drive’. Available at: https://www.visitnsw.com/things-to-do/drives-and-road-trips/expert-guide-greater-blue-mountains-drive#journeymapfeature:c7e9f6c3-febb-11ea-96fe-067ec0c7e8f4 [Accessed 10 December 2021]

Murphy, P (2021), ‘Guy Sebastian joins fellow Australian musicians to reboot NSW visitor economy’. Available at: https://www.adnews.com.au/news/guy-sebastian-joins-fellow-australian-musicians-to-reboot-nsw-visitor-economy. [Accessed 7 December 2021]

Shorty Awards (2014), ‘Wall and Chain: A True Story of Belonging by AirBNB. Available at: https://shortyawards.com/7th/wall-and-chain-a-true-story-about-belonging-by-airbnb [Accessed 10 December 2021]

Visitnsw (2021), The Long Road Ep 5: The Grand Pacific Drive with Guy Sebastian, YouTube. Available at: https://www.youtube.com/watch?v=z8vPvnb4pHA [Accessed 7 December 2021]

Visitnsw (2021), Instagram. Available at: https://www.instagram.com/visitnsw/?hl=en [Accessed 7 December 2021]

Video Pitch available here: https://vimeo.com/663208521

Slide show available here: https://www.slideshare.net/MadeleineBuruma/assignment-5-content-marketing-250955416

Personal Brand

Unit 2 Assignment 4 – Task 1

Introduction

Portraying a personal brand on social media is important when it comes to building relationships and a reputation in a corporate space. Personal branding refers to how an individual or company is perceived by the public (Baker, 2008). A favourable and authentic online presence may be what sets an individual or company apart from the rest (Chan, 2018).

The Importance of Personal Branding

95% of all recruiters believe that the job market will get more competitive. In a world saturated with candidates and information, it is important to stand out (Urskine, 2010). Psychology says people are wired to connect with human beings, therefore moulding a brand that is authentic and interesting results in more employment opportunities, leads, etc (Cook, 2013).

“People are much more likely to (interact with) someone who looks, talks and acts like them” (Heitzman, 2019). Therefore, an endearing personal brand will allow a relationship and trust to flourish. According to the halo effect, individuals are then more inclined to have a positive impression of the overall company they are associated with (Coombs & Holladay, 2006).

Using social media for personal branding

Firstly, all social media profiles must be consistent, including profile pictures, colours, content, handles etc. This will allow your profiles to be identifiable.

Secondly, establishing and monitoring a strategy (e.g. grow website traffic) is important so the right tactics are employed to reach a goal. A strategy may include a niche, key messages and identifying a target audience. Planning this will remove any uncertainty, ensure the brand is consistent and allow tactics to stay relevant (Harr, 2020).

Social media tactics may include posting links to a blog, posting infographics, videos, podcasts, etc (Chen, 2017).

Good examples of using social media for personal branding

A leader of personal branding is Oprah Winfrey. This celebrity philanthropist is known for her transparency and welcoming personality. Despite communication vary depending on the channel, her brand is successfully communicated on social media. Her kindness is portrayed through frequent images of Oprah supporting people who appear to be a minority. Transparency is portrayed through ‘real photos’ lacking filters, e.g. image of her getting a pedicure with her “crusty feet” (Oprah, 2020) Additionally, the consistency of content keeps her followers engaged.

View this post on Instagram

A post shared by Oprah (@oprah)

References

Bob Baker (2008),’Oprah & Jerry Springer on Personal Branding’. Available at: https://www.youtube.com/watch?v=NSPkfn-phq0&ab_channel=BobBaker [Accessed 14/10/2021]

Chan, G (2018). 10 Golden Rules of Personal Branding. Available at:

https://www.forbes.com/sites/goldiechan/2018/11/08/10-golden-rules-personal-branding/?sh=24f9fe7e58a7 [Accessed 08/10/2021].

Chen, J (2017). ‘The Ultimate Guide to Personal Branding’. Available at:

https://sproutsocial.com/insights/personal-branding/ [Accessed 15/10/2021]

Cook, G (2013).‘Why We are Wired to connect’. Available at: https://www.scientificamerican.com/article/why-we-are-wired-to-connect/ [Accessed 08/10/2021]

Coombs, W.T. and Holladay, S.J., 2006. Unpacking the halo effect: Reputation and crisis management. Journal of Communication Management.

Erskine, R (2016). 22 Statistics proving the Value of Personal Branding’ Available at: http://ryanerskine.com/blog/22-statistics-that-prove-the-value-of-personal-branding [Accessed 08/10/2021].

Evan Carmichael (2018), “Let Excellence be your brand!” | Oprah Winfrey (@oprah) #Entpresso”. Available at: https://www.youtube.com/watch?v=q08mUUxQoNw&ab_channel=EvanCarmichael [Accessed 10/10/2021]

Heitzman, A (2019). ‘What is Personal Branding & 4 Reasons Why It’s Important’  Available at: https://www.searchenginejournal.com/what-is-personal-branding-why-important/327367/#close [Accessed 10/10/2021]

Harr, E (2020). ‘Personal Brand Strategy: A roadmap for Professionals, Experts and Executives’ Available at: https://hingemarketing.com/blog/story/personal-branding-strategy-a-roadmap-for-professionals-experts-and-executives [Accessed 10/10/2021].

Stelzner, M (2019). Personal Branding: How to Successfully build your brand’ Available at: https://www.socialmediaexaminer.com/personal-branding-how-to-successfully-build-brand-rory-vaden/ [Accessed 08/10/2021].

Winfrey, O (2021) @oprah, Available at: https://www.instagram.com/oprah/?hl=en  [Accessed 14/10/2021]

Unit 2 Task 2

Each organisations approach to inbound marketing

Mecca Maxima: This cosmetic empire has focuses on building relationship and trust with its customers. The relationship is nourished through an authentic social media presence which is user generated. Email marketing is personalised to each customer’s journey & past purchases. Additionally, their beauty loop program rewards buyer’s loyalty. By creating tiers for customers, they are able to earn better rewards by purchasing more. By gamifying the system, this further incentivises individuals (Williams, 2016).

Spotify: A clear leader of free music streaming services due to its wide variety of music, podcast content & user-friendly interface (Roy Morgan, 2020). Spotify growth can be attributed to its marketing tactic of personalised user-based content employed driven from data analytics. Additionally, they provide listeners the opportunity to share music easily. Individualised music means customers are more inclined to share new music with their friends on social media platforms, etc.

Strengths and weaknesses of inbound marketing approach used by each organisation 

Mecca Maxima’s success and growth displays how effective their inbound marketing approaches truly are. Mecca’s understanding of its younger audience has allowed their social media to prosper. ‘Unfiltered’ social media content promotes body positivity, humanises the brand and therefore builds trust. On the other hand, this may make competitor brands more appealing due to highly edited and ‘flawless’ content. The Beauty Loop program is accompanied by many positives, including customer retention whilst gathering customer data (Mecca Maxima, 2021). A wide range of customer data allows for more personal, useful and effective marketing decisions. Unfortunately, when comes to Mecca’s loyalty program, the free samples are usually generic products and not specifically tailored to the customer’s journey. Therefore, this could lead to wasted samples and no return of investment (Hubspot, 2021).

• 

Spotify continuously innovates whilst providing a great user experience. The app’s artificial intelligence carefully curates’ listeners music choices according to what music they like and listen to the most. By gathering data off its listeners, this allows Spotify to accurately target listeners via email marketing. These campaigns attract and encourage purchase a premium subscription. Negatively, such a comprehensive analysis of a customer may result in privacy concerns. Additionally, Spotify provides visually appealing and shareable content. For example, Spotify’s 2018 Wrapped Campaign lead listeners to landing page which shared the user’ listening habits in a visually appealing billboard. Spotify’s personalised content results in listeners sharing their top songs on all social media platforms (Really UX, 2018). With Spotify’s access to deeply private information, this can be costly to protect it through encryption and data systems.

Which organisation was best at inbound marketing and why?

Mecca Maxima shows a variety of marketing inbound approaches which attract and delight their diverse customers. On the other hand, Spotify’s success lies within the structure of the application. Spotify convert listeners to subscribers purely through the idea of removing repetitive ads (Kumar, 2020). Therefore, Mecca’s inbound marketing strategy goes beyond ‘clicks’ as it builds authentic and personal relationships with its customers.

Give examples of how each organisation could improve its inbound marketing

Mecca could potentially improve their inbound marketing but having promotions for particular products to encourage purchase as they rarely have sales (Reddit, 2018).

Spotify seems to be lacking information on its website leaving the brand dehumanised and robotic through its lack of communication. By introducing an interactive and informative website containing blogs and interviews, this may improve the relationship between its consumers as well as SEO.

References

Arushi Kumar (18 October 2020), The Strategy Story, ‘How Spotify is so successful in getting users’. Available at: https://thestrategystory.com/2020/10/18/how-spotify-premium-is-so-successful-in-getting-users/. [Accessed 20 August 2021]

Ezadeh Williams (July 22, 2016), ‘How Mecca’s user-generated content strategy drives customer engagement’, Available at: https://www.cmo.com.au/article/603816/how-mecca-user-generated-content-strategy-drives-customer-engagement/  [Accessed 27 August 2021]

Flying Hippo (2021), ‘5 Inbound Marketing Lessons I learned from Spotify Marketing’, Available at: https://www.flyinghippo.com/blog/5-inbound-marketing-lessons-learned-spotify/.

Gavin Llewellyn (Feburary 4, 2020), ‘7 elements of an effective inbound marketing Strategy’. Available at: https://www.smartinsights.com/digital-marketing-strategy/inbound-marketing-strategy/7-elements-of-an-effective-inbound-marketing-strategy/. [Accessed 28 August 2021].

Hubspot (2021) ‘The In-Depth Guide To Creating Effective Inbound Marketing Campaigns’. Available at: https://www.hubspot.com/hubfs/HSCM%20Hopin/The_In-Depth_Guide.pdf?hubs_offer=offers.hubspot.com%2Fhow-to-run-inbound-marketing-campaign&hubs_signup-url=offers.hubspot.com%2Fhow-to-run-inbound-marketing-campaign&hubs_signup-cta=f3507b84-ad3e-4df5-97a5-72550ac2860c&submissionGuid=616dec64-fdf4-4ebc-83ed-d2254f88de63&_ga=2.133657038.1916062884.1628396137-1156253099.1614842751&_conv_v=vi%3A1*sc%3A3*cs%3A1628396135*fs%3A1614842749*pv%3A7*seg%3A%7B10031564.1%7D*exp%3A%7B%7D*ps%3A1622958826&_conv_s=si%3A3*sh%3A1628396135227-0.4026318921110301*pv%3A3. [Accessed 27 August 2021]

Mecca Maxima Website (2021), ‘Are you in the (Beauty) Loop?’. Available at: https://www.mecca.com.au/beauty-loop.html [Accessed 27 August 2021].

Really Good UX, ‘Spotify’s personalised 2018 Wrapped Campaign’ Available at: https://www.reallygoodux.io/blog/spotifys-personalized-2018-wrapped-campaign. [Accessed 27 August 2021].

Reddit (2018) ‘Australian Makeup Mecca vs Sephora’ [Online] Available at: https://www.reddit.com/r/AustralianMakeup/comments/8fa8ik/mecca_vs_sephora/ [Accessed 20 August 2021]

Roy Morgan (June 16, 2020), ’12.7 Million Australians use streaming music services’. Available at: http://www.roymorgan.com/findings/8424-music-streaming-services-march-2020-202006010642 [Accessed 27 August 2021]

Unit 1, Assignment 2

Section 2-3

Notes

Initial Brainstorm:

Let’s first start with ‘the internet’: Who has access to it now compared to back then?

• First computer VS Now computer
  • Internet speed VS Now
  • Price of internet & IT VS NOW

Digital devices used by Audiences:

• Link shows era’s of technology:  http://mediamachines.org/log/2018/3/6/a-media-timeline-building-machines-that-store-information-outside-the-body
  • Technical Media
    • The printing press mid 1400’s
    • Electronic communication: the telegraph
    • Mid 19^th century: the camera
    • 19^th century: The telephone & radio
  • The 20^th Century Mass Media: begins to be industrialised   
  • Customised media: the walk man, when media becomes personalised and customizable
  • Digitalised: computers create emails
  • 21century: highly commercialised, major media platforms and social media = everyday lives
  • 2007: The smart phone

1. 1933 – 50% of American Homes had a radio
2. 1941 – First advert appeared on television
3. 1945 – Print, television, radio and telemarketing rates exploded
4. 1970 – Internet
5. 21^st Century – Websites, digital advertising, search engines, email marketing, blogs, video content, video streaming services, social media has accelerated the marketing world

Draft 1 beginning of script:

In the late 1990’s, email, fax and business forums became popular particularly for business’ (https://www.quora.com/What-were-personal-computers-like-in-the-1990s)

The internet broadband speed was: 0024 Mbps, compared to now – we are looking at 58.83Mbps in Australia. (https://pentanet.com.au/blog/australia-ranks-61-speed-index/#:~:text=According%20to%20Ookla’s%20Speedtest%20Global,us%2061st%20in%20the%20world.).

In the early 1993, a computer was approx. $1000-2000, this did not include software, data security (approx. 1000 for software raid) – which was LOT back then. (https://www.youtube.com/watch?v=waeormicjwQ&ab_channel=TechDeals)

Whereas, now a laptop are super accessible for any demographic priced at 200-1000 and are obviously portable & compact and how storage inbuilt.”

What consumers buy online?

• Link showing Australian e-commerce statistics: https://contevo.com.au/the-state-of-australian-ecommerce-2018/#:~:text=Online%20spending%20is%20dominated%20by,highest%20amongst%20all%20age%20groups.
• Link Australian E-commerce stats: https://janio.asia/articles/australia-ecommerce-snapshot/

What are Australians buying online?

JP Morgan’s 2019 report on eCommerce payment trends broke down the top eCommerce segments by total eCommerce value:

• Consumer electronics – 22.9%
• Clothes and apparel – 17.3%
• Household goods – 7.3%
• Health and beauty – 4.8%
• Groceries – 3.7%
• Travel – 24.6%
• Others – 19.4%

Covid-19/Staying at home has increases purchases online and accelerated Australians’ adoption of eCommerce:

• See following link: https://janio.asia/articles/australia-ecommerce-snapshot/

Online Video Consumption:

Fact: Video streaming services is responsible for 30% of internet traffic.

Link discusses evolution of video streaming & digital content delivery: https://www.brookings.edu/wp-content/uploads/2016/06/West_Evolution-of-VideoStreaming-and-Digital-Content-Delivery_Final.pdf

Consumer Trends:

• discuss business’ moving toward to video content due to it’s popularity
• discuss device usage
• discuss demographic trends for social media & video content  

Why is this important?

1. Professions emerged: E.g. Jobs in media  
2. Media becomes essential to mass societies
3. Improves efficiency and marketing for businesses
4. Artificial intelligence

Technology has come along way although:

1. “with each passing day, we are becoming more dependent on technology”

Following Deleted Slide/script:

Internet Speed: The internet broadband speed was: 0024 Mbps, compared to now – we are looking at 58.83Mbps in Australia. (Pentanet, 2021)

Price: To connect to the internet, you would need:

1. A PC (which ranged from $730-$3500)
2. A phone or a modem

Now, computers and laptops are cheaper, and we can take the internet anywhere!

Cut out the following:

Search engines “are programs that search documents for specific keywords”, making browsing the internet easier for consumers. These search engines provide a gateway for website traffic which ultimately, provide information on a particular product, research, etc. With such a large amount of people using search engines, search engine marketing (SEM) has become prominent. This allows companies to pay for advertising & become more accessible to search engine users.

Deleted the following – going off track

Survey showed that, Gen X & Baby boomers love traditional shopping methods. When it comes to shopping online, they are likely to use computer vs a mobile device.

With answers available to all consumers, tech savvy consumers are prepared to do their own research before purchasing a product.

On the other hand, with social media becoming a large trusting source regarding product information for millennials.

Influencer marketing has become widely popular for companies.

But what is an influencer? It is an “individual who may have the power to affect purchase decisions” (Influencer Marketing Hub). Deloitte’s report (2015), revealed that 47% of millennial’s buying decisions are impacted by social media.

Script

Slide 1 – Introduction

Hello, I’m Madeleine Buruma and today, we will discuss how technology and the internet has impacted the way businesses run & the way customers consume forever.

We will explore many aspects of technology, including:

• trends
• how it has developed overtime
• impact on consumers & business

Slide 2 – Access to the internet

Let’s start with the internet. Did you know that when Australia first had access to the internet in 1989, only computer scientists used it? (Zobel, 2019) Flashing back to now, 89% of Australian’s use the internet (Statistica, 2021).

In 1965, two computers communicated with eachother for the first time, creating the first node.

In 1970, computer scientists had developed the web which made it more accessible. This is when we started seeing home computers became prominent (National Science and Media Museum, 2012).

In the late 1980’s, the world entered the ‘digital age’, this is where email, faxes and business forums became popular.

In 2004, Mark Zuckerberg invented Facebook allowing billions of users around the world to connect.

Slide 3 – Digital Devices used by audiences

Entering the digital age, this where we saw websites, digital advertising, search engines, email marketing, blogs, video content, video streaming services, social media and more emerge.

Lastly, in 2008, we saw the very first smartphone released. This was a “computer in your pocket” which now has over 1 billion users worldwide.

Slide 4  – How consumers search for information?

Let’s say you are in the market for a new mobile phone. Where do you go to do your research?

Slide 5  – stats

• 51% of shoppers surveyed say they use Google to research a purchase they plan to make online. (Think with Google, 2019)
• 49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)

Younger generations search for information & trust social media heavily for information. A Canberra news report (2020) found that 45% of millennials, gen Z & X say that use Facebook for news.

Slide 6 – What are consumers buying online?

As online shopping becomes more prominent, especially in the current climate, let’s explore what Australian consumers are actually buying online…

Slide 7 – pie chart

JP Morgan’s 2019 Report shows us that: 22.9% of consumers are buying electronics, 17.3% – clothes, 7.3% household goods, 4.8% health and beauty, 3.7% groceries,  24.6% travel, etc.

Slide 8 – lockdown shopping behaviour

Australian Post’s Annual Report (2020) announced South Australia’s largest online shopping month in April 2020.

Guess why? The 3-day covid-19 lockdown lead consumers to purchase goods online. Additionally, research revealed online shopping can be an “escape for stress or boredom” (MyStateBank, 2020)

Slide 9 – Online video Consumption

Digital media has evolved how consumers buy goods online. Did you know video streaming is responsible for 30% of overall internet traffic? (West, 2014).

Online streaming services like Netflix and social media platforms like, YouTube have allowed us to watch anything at the touch of a button.

According to a report, the average person will spend 100 minutes every day watching videos online. That’s approximately 25 continuous days of video (Zenith, 2019).

Slide 10 – Why businesses are turning to online video content

Although, word of mouth & other methods of marketing has been powerful for decades, videos have made gathering information easier than ever:

This means more businesses are turning to video marketing and here’s why:

1. 93% of brands gained a new customer due to a video on social media (Animoto)

2. 86% of marketers say video has helped them increase traffic to their website. (Wyzowl)
3. 94% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl)

Slide 11 – Consumer trends

When it comes to what each generation consumes, it is evident that:

• Gen Z chose Instagram as the platform to follow brands
• Baby boomers spend most of their time on YouTube and the Facebook Feed
• Gen Z, Millennials, and Gen X selected YouTube as the platform they rely on when making purchase decisions

Slide 12 – Media devices

Additionally, mobile phones & laptop computers are the most popular choice for media consumption.

Slide 13- Final Slide – quote

Today, I have provided a brief overview of the development of digital technology, how consumers are utilising the internet, an explanation of video consumption and why businesses are moving toward the use of videos & consumer trends among generations.

Over the years, it is evident the world has benefited from the internet, although as it develops many implications arise. You could also call digital technology and the internet a “double edged sward”.

Christian lous langue, historian once said: “Technology is a useful servant but a dangerous master.” This innovation has led to growth, opportunities, etc. but has “become the master of its users” (Lange).

References:

ACMA, ‘Trends in online behaviour and technology usage, ACMA consumer survey 2020’, Available at: https://www.acma.gov.au/sites/default/files/2020-09/Trends-in-online-behaviour0-and-technology-usage-ACMA-consumer-survey-2020.pdf [Accessed 12 July 2021].

Alexa Nizam, 1 January 2021, ’67 Video Marketing Stats You Need to Know for 2021’, Lemon Light, Available at: https://www.lemonlight.com/blog/67-video-marketing-stats-you-need-to-know-for-2021/ [Accessed 12of July 2021].

Australian Post, eCommerce Industry Report, 2021, ‘Inside Australian Online Shopping’, Available at: https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-industry-report-2021.pdf

Blackhawk Network, Aug 2019, ‘Retail Marketers: Top Shopping Behaviors for Gen X and Boomers’, Available at: https://www.prnewswire.com/news-releases/retail-marketers-top-shopping-behaviors-for-gen-x-and-boomers-300901781.html [Accessed 12 July 2021].

Deloitte Development LLC, 2015, ‘Navigating the new digital device – Capitalising the digital influence in retail’, Available at: https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-051315.pdf. [Accessed 27 June 2021].

Jess Rozario-Ospino, How Different Generations of consumers use different social media’, Available at: https://www.socialmediatoday.com/news/how-different-generations-of-consumers-use-social-media-infographic/576243/ [Accessed 12 July 2021]

Justin Zobel, June 21, 2019, ’30 years since Australia first connected to the internet, we’ve come a long way’, The Conversation. Available at: https://www.statista.com/statistics/680142/australia-internet-penetration/#:~:text=The%20share%20of%20the%20Australian,89%20percent%20were%20active%20users. [Accessed 29 May 2021]

Kerridge Commercial Systems, ’10 Inspirational Tech Quotes’, Available at: https://blog.kerridgecs.com/10-inspirational-tech-quotes [Accessed 12 July 2021].

My State Bank, 8 December 2020, ‘Bad online shopping habits costing the average Australia over 400 each year’, Available at: https://mystate.com.au/community/bad-online-shopping-habits-costing-the-average-australian-over-400-each-year/

National Science and Media Museum, 28March 2012, ‘Internet History: The first time two computers were ever connected’, YouTube, Available at: https://www.youtube.com/watch?v=khajeqHUQ7Q&t=94s&ab_channel=NationalScienceandMediaMuseum [Accessed 6 June 2021].

Park, S., Fisher, C., McGuinness, K., Lee, J.Y. & McCallum, K. (2021). Digital News Report: Australia 2021. Canberra: News & Media Research Centre, University of Canberra. Available at: https://www.canberra.edu.au/research/faculty-research-centres/nmrc/digital-news-report-australia-2021 [Accessed 27 June 2021]

Pentanet, 29 January 2021, ‘Australia’s average internet speeds rank 61^st in the world’, Available at: https://pentanet.com.au/blog/australia-ranks-61-speed-index/#:~:text=According%20to%20Ookla’s%20Speedtest%20Global,us%2061st%20in%20the%20world. [Accessed 6 June 2021].

Statistica, 2021, Available at: https://theconversation.com/30-years-since-australia-first-connected-to-the-internet-weve-come-a-long-way-118998. [Accessed 29 May 2021].

Links:

1. Vimeo Link: https://vimeo.com/578992026
   
2. SlideShare:https://www.slideshare.net/MadeleineBuruma/technology-presentation-slides-249852672

Overview of Estee Lauder’s promotional strategy

Estee Lauder company’s promotional strategy has swayed towards digital media to promote their brand and products. The company utilises advertising, sales promotions and have begun dabbling in public relations activities. For the majority of time, Estee Lauder promote their products through paid media by television commercials and social media (Bigdatr, 2021). Additionally, in-store sales promotions are used as a tactic to attract customers and encourage the trial of products, specifically makeup and skin care (McCarthy James, 2017). Recently, Estee Lauder have got creative with their marketing approach by connecting with social media influencers. This approach allows influencers to “communicate (Estee Lauder’s) brands and products in their own unique voice” whilst raising awareness to millennials and gen Z consumers (Thomas, 2018). Despite Estee Lauder taking on a digital platform, Estee Lauder still continue to advertise in hard copy magazines to stay connected to the matured “beauty consumer” (B, 2017).

• 

Estee Lauder is an innovative and reputable company. Beyond their creams and products lies science and psychology (Lunden, 2014). Great products have allowed their promotional activities to be transparent and genuine.

The effectiveness of Estee Lauder’s strategy

Estee Lauder’s promotional strategy is successful as it is continuously developing and being evaluated. In Estee Lauder’s Marketing Plan (2020), the company understands that the brand must shift away from its initial target market in order to thrive. By benchmarking against competitors (e.g. Lancôme), Estee Lauder was able to develop their marketing strategy into a successful one. The success of Lancôme’s ’40 Shades Campaign’ (BNS, 2018) was a driving factor for Estee Lauder’s Double Wear Foundation release of 58 shades (MFH, 2020). This surpasses the existing Lancôme campaign.

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Estee Lauder has met huge success after launching several brands including, Clinique, Mac Cosmetics, Bobbi Brown and Michael Kors and more. By owning 29 beauty brands (Estee Lauder, 2021), Estee Lauder takes up 7.8 percent of the global skin care market (Statista, 2012). Their persistence for innovation and excellence in all their products over decades has built the company a strong reputation, so strong that high ranking celebrities are spoke models (Leu, 2020). This confirms that with a strong and consistent marketing mix, natural consequences follow.

How Estee Lauder has evolved it promotional strategy overtime

The largest market segment of the beauty industry is women aged 18-34 (Leu, 2020). As Estee Lauder’s target market begins to shift towards generation Z and millennials so must their promotional strategy. In the beginning, Estee Lauder prominently promoted through tangible newspaper advertisements, magazines whilst the niche of their business generated free press (Funding Universe, 2000). Their marketing strategy has adapted with technology. Estee Lauder’s marketing strategy displays online tactics including public relation kits for influencers, content creation and a large push for digital marketing to stay in touch with the younger consumers (Leu, 2020).

https://www.mecca.com.au/the-mecca-memo/mecca-muse/sammy-robinson-clinique.html

From the organic press in the 1960’s to the new world of social media and influencers, Estee Lauder has continued adapting with times, allowing continuous success. Estee Lauder’s commitment to high quality skin care and their customers’ needs proves to other competitors the importance of innovation.

Bibliography

Joan Lunden (2014), Behind Closed Doors: Estee Lauder, Available at: https://www.youtube.com/watch?v=B4iTA–CYHM. [Accessed 23 March 2021].

Bigdatr (2021) Double Wear Stay-In-Place Makeup SPF 10 | Estee Lauder Australia Official Site [Online], Available at: https://bigdatr.com/au/brand/estee-lauder [Accessed 3 April 2021].

Rachel McCarthy James (2017), ‘Why Makeup Companies Still Give Gifts With Purchase’, Available at: https://www.racked.com/2017/9/22/16277320/gift-with-purchase-makeup-cosmetics. [Accessed 3 April 2021].

Lauren Thomas (2018), ‘Estee Lauder Companies’ Influencer Marketing Campaign Provides Social Strategy Insights’, Available at: https://www.bandt.com.au/estee-lauder-companies-influencer-marketing-campaign-provides-social-strategy-insights/ [Accessed 3 April 2021]

Paris B (2017), ‘Might reduced print ads from major beauty brands bring more brand variety to magazine content?’ Available at: https://www.mywomenstuff.com/2017/03/reduced-print-ads-magazine-variety/. [Accessed 3 April 2021].

Karla Leu (2020), ‘Beauty before Makeup – Estee Lauder Marketing Plan’ [Online] Available at: https://issuu.com/karlaleu/docs/issu_mkt_project [Accessed 4 April 2021].

Emma (2020) MFH, Estee Lauder Double Wear Foundation 2020 Campaign, [Online]. Available at: https://www.myfacehunter.com/2020/02/estee-lauder-double-wear-foundation-2020.html. [Accessed 11 April 2021].

BNS (2018), ‘Lancôme My Shade My Power Campaign celebrates African Excellance with 46 Change Makers’ [Online], Available at: https://www.bellanaijastyle.com/lancome-shade-power-campaign-celebrates-african-excellence-46-change-makers/. [Accessed 11 April 2021]

Statista (2012), ‘Estee Lauder share of the skin care products market worldwide from 2012 to 2024’. [Online], Available at: https://www.statista.com/statistics/268181/estee-lauders-share-of-the-skin-care-products-market-worldwide/, [Accessed 11 April]

Funding Universe (2000), The Estee Lauder Companies Inc. History [Online] Available at: http://www.fundinguniverse.com/company-histories/the-est%C3%A9e-lauder-companies-inc-history/ [Accessed 11 April 2021].

Estee Lauder, (2020), Estee Lauder Website [Online], Available at: https://www.esteelauder.com.au/?&cm_mmc=Paid_Search-_-Google-_-Digital-_-&gclid=CjwKCAjw6fCCBhBNEiwAem5SO8C_wu7xrJDyoC1HYG-Wf63xOHClW0Xja0Q7-bZ2vC754tW3FKnzOBoCuHoQAvD_BwE&gclsrc=aw.ds. [Accessed 13 March 2021].

Solve Sundsbo (2018), Estee Lauder , [Online], Available at: https://www.artandcommerce.com/artists/directors/S%C3%B8lve-Sundsb%C3%B8/Advertising/Estee-Lauder. [Accessed 12 March 2021].

Estee Lauder Companies (2021), Our #ELC Family, Available at: https://www.elcompanies.com/en/careers/why-work-here/our-elc-family. [Accessed 20 March 2021]

When I was younger, I loved hearing about how my Mum and Dad met. It was as though the universe planned for them to cross paths. Sorry – Mum and Dad, you aren’t THAT old but back in those days, everything was different.

With no PCs, mobile phones and definitely no social media, it was normal for people to meet their friends and partners out at parties, dancing, out on the street, work, etc.

Psychiatrist, Fredric Neuman shared a story about a single girl in his workplace. He explained that the woman appeared reserved when she was around the man, she was interested in. This stand-offish behaviour resulted in the man never making the first move. He says, “women…are embarrassed by the idea of admitting openly that they would like to find someone to date” (2013).

This got me thinking, I wonder what this girl’s Instagram and Facebook page was like? She may depict herself as a fun-loving and confident girl.

 

Smith and Watson (2014) explain online identities as being “constructed and situated, and not identical with its flesh-and-blood maker”.

With access to face-tuning, editing and filtering software, can we all really be “authentic in virtual environments”? (See: Shameless Podcast for unpacking of face-tuning/editing etc.)

Additionally, with the flexibility of the information, we share… our authenticity is bound to be “manufactured”.

Speak for yourself…

On the note of online identities, I wanted to explore how I truly present myself on social media platforms, specifically Instagram. You may have heard influencers or individuals say that “Instagram is just a highlight reel” (Liang, 2018). Yes, Instagram is a highly performative podium, so I thought I’d look deeper into my choice of images, comments and descriptions.

Let’s first look at my Instagram profile picture.

As I touched base on my recent blog, an enticing and happy image will assist in luring individuals to my profile. I don’t mean to sound cocky here but it’s true. Instagram is similar to a stage show. Marshall (2010) suggests that our profile pictures, images, etc. act as ‘props’ and assist in conveying messages about our personalities. This image was on my 21^st birthday party and I am clearly done up. Being the main image of my profile, this implies I am always happy and done up.

ONLINE MAZZ

Scrolling through my profile, my following lifestyle is betrayed as:

Having a busy social life

Partying frequently

Can afford new outfits for events

Travels frequently

OFFLINE MAZZ

Let’s unpack these myths:

1. You will find me probably with my friends from work. I will catch up with them whilst I’m on shift. If not, you’ll find me catching up with close friends over a coffee. I also spend 80% of my time with my family.

 

1. If I go to parties, it is generally straight after a shift at work and I arrive late.

 

1. I usually hire outfits or borrow other friends or dig deep in my closet and re-wear clothes.

 

1. I have only been overseas twice! I only just travelled to Europe last year for 1 month, but I made sure everyone knew about it.

 

So why do I do this?

From an individual sexualising themselves, portraying a completely different identity or even putting on a happy face on their social media images – this is some form of altering your online identity. We all do it in some form.

Gabriel says,

“when life is captured, captioned and shared, young people are subject to increased scrutiny of self and others” (2014, pg. 104).  So maybe it’s because we care what others think about us?

There are so many ideas behind why social media (particularly Instagram) makes us reveal different online identities.

Our online identities differ from our offline selves because the world is impacted by particular ideologies. We are expected to fit into a particular class, the definition of ‘beauty’, age, sexuality, etc (Brown, 2019).

Guta and Karolak (2015) suggest that individuals introduce new identities in the online world to avoid “rejection in the online community”. Inventing someone who is potentially better looking, more fun, skinnier, etc. increases reachability and engagement (pg. 118).

Essentially, maybe sharing images that are performative and present me as a happier person assists in vicariously believing I am a happier person? Or is it just because Instagram has turned into a highlight reel? I don’t know but I can’t deny that I will continue to present myself in a different frame online. Even if individuals believe they are real and raw online – we will never be able to tell the layers of themselves they reveal online.

 

 

 

 

REFERENCES:

Adam Brown, ‘Online Identity 3’, April 2 2019, Available at: https://makingsocialmedia101.wordpress.com/2019/04/02/week-6/

Brenda Liang, September 16 2018, ‘Instagram is just a highlight reel’ Available at: https://brendaliang.com/2018/09/16/instagram-is-just-a-highlight-reel/

 Fredric Neuman, January 11 2013, ‘Dating: Then and Now’ Retrieved from: https://www.psychologytoday.com/intl/blog/fighting-fear/201301/dating-then-and-now. Accessed 10 December 2019.

Gabriel, F 2014, ‘Sexting, selfies and self-harm: young people, social media and the

performance of self-development’, Media International Australia, no. 151, pp. 104-12

 

Guta, H and Karolak, M 2015, ‘Veiling and blogging: social media as sites of identity

negotiation and expression among Saudi women’, Journal of International Women’s

Studies, vol. 16, no. 2, pp. 115-127.

 

Marshall, PD 2010, ‘The promotion and presentation of the self: celebrity as marker of presentational media’, Celebrity Studies, vol. 1, no. 1, pp. 35-48

 

Smith, S and Watson, J 2014, ‘Virtually Me: A Toolbox about Online Self Presentation’, in Poletti, A and Rak, J, Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 70-95.

 

All images were taken by Madeleine Buruma unless specified otherwise.

For those who are unaware or haven’t seen the infamous ‘Catfish’ television series on MTV…. Urban dictionary defines cat-fishing as: “the phenomenon of internet predators that fabricate online identities and entire social circles to trick people into emotional/romantical relationships” (Urban Dictionary, 2019).

Okay, I’m talking about extreme cases here… But if people are getting away with cat-fishing then why wouldn’t we lure others to our profiles? Of course, we are going to make ourselves appear more attractive than we actually are…

I know if you see me down at the grocery store, my hair does not look like from a ‘Garnier’ Ad but my Instagram photos say otherwise. I’m not quite catfishing people but my profile does not relay my authentic self.

Smith and Watson (2014) proposed the idea that “dating sites users may expect idealized representations of others as younger, thinner, and more attractive, and adjust for a vanity driven profile.” (pg. 76)

Although, now that we have made flawlessness and ‘perfection’ a norm on all media platforms… the online world is somehow startled when we see people who do not conform to these ‘standards’.

Let’s talk about the social media platform, Instagram. The term ‘influencer’ has only been introduced in recent years. Instagram has been great in terms of providing job opportunities for ordinary people. But are these influencers really your average joes? Their lives and appearances look pretty great to me.

Social media influencers share “quality content that inspires, entertains, informs, and connects them with their followers”. They “start social conversations (and)… set trends”. But very little of these influencers are inspiring or being a catalyst for change (Mediakix, 2019).

 We need to talk about the limited diversity of weight and beauty on Instagram to the surface. Those who are marginalised are rarely represented (Carol Rääbus, 2019). Who gets to decide what beauty is?

Kamińska Olga, March 29 2019, Instagram Post, Retrieved 12 December <https://www.instagram.com/p/BvjhGKJAijc/>

Let’s compare 2 social media influencers:

(Hunter McGrady, @huntermcgrady, Instagram, Retrieved 3 December 2019. <Available at: https://www.instagram.com/mariapombo/>

 

(Maria Pombo, @mariapombo, Instagram, Retrieved 3 December 2019. <Available at: https://www.instagram.com/mariapombo/>

• Both are from New York

• Both are lifestyle influencers

• Both are extremely gorgeous!!!

 

The only difference between these two influencers is that one influencer falls into the idealist bracket of beauty. Whereas Hunter McGrady is not ‘thin’. When comparing the followers, we see that Maria has a total of 1.3 million followers, whereas Hunter has 575k.

A 2016 study revealed that prejudice still occurs even when individuals educate themselves and know that people who are overweight can still be healthy (Chapman University, 2016).

So now that mainstream media has ruined it for everyone. We need to overcome how media coverage morphs our perceptions of weight and understand that beauty comes in ALL shapes and sizes. We can learn a lesson from particular organisations who promote positive body image.

“We all look completely different, but we all look beautiful in our own way” (Law, 2019)

The company, ‘Isle of Paradise’ launched a ‘Get Body Posi’ campaign. This campaign caught the eyes of many and somewhat empowered its consumers.

Source:  <The Isle of Paradise,  “#GIVEAWAY CLOSED ⚡️
To celebrate the launch of our #OWNYOURGLOW campaign we’re giving 10 lucky #GLOWMAKERS….,  11 July 2019, Instagram. Available at: https://www.instagram.com/p/Bzv8DWcHyJZ/&gt;

 

Model, Tess Daly said, “We all look completely different, but we all look beautiful in our own way” (Law, 2019)

We need to see more of this. This advertisement made people feel good about themselves as it represented many marginalised individuals. We must embrace and learn to love our differences. How boring would a world be if we all looked the same?

 

 

 

 

 

 

 

References:

Angela Law, 19 July 2019, ‘Isle of Paradise Launches Body Positivity Campaign and Guide’, POPSUGAR Beauty Australia. Available at: https://www.popsugar.com.au/beauty/Isle-Paradise-Launches-Body-Positivity-Campaign-Guide-46358640. [Retrieved 13 December 2019]

Carol Raabus, 18 September 2019, ‘How to make your Instagram body-positive, diverse and empowering’ – ABC Life. Available at: https://www.abc.net.au/life/how-to-make-instagram-body-positive-diverse-empowering-platform/10630034. [Retrieved 13 December 2019].

Chapman University, 1 February 2016, “How the media influence perceptions of obesity.” ScienceDaily. ScienceDaily. Available at: https://www.sciencedaily.com/releases/2016/02/160201141957.htm. [Retrieved 13 December 2019]

Mediakix, 2019. What Is A Social Media Influencer? Definition, Key Attributes, & More.  Available at: https://mediakix.com/blog/influencer-definition-marketing/. [Accessed 10 December 2019].

Smith, S and Watson, J 2014, ‘Virtually Me: A Toolbox about Online Self-Presentation’, in Poletti, A and Rak, J, Identity Technologies: Constructing the Self Online, The University of Wisconsin Press, Madison, pp. 76

Urban Dictionary, 2019. ‘Catfishing’. Available at: https://www.urbandictionary.com/define.php?term=Catfishing. [Retrieved 13 December 2019].

 

I’m a 21-year-old, studying Public Relations (PR) at Deakin Univerisity in Melbourne, Australia.

After studying journalism for 1 year, I knew it wasn’t for me so streamed off into PR. I immediately loved it and knew  I would belong in this field.

I am passionate about health and fitness and spreading happiness among others. I believe we should value and love our bodies for what they are.

Further details can be found below!

 Instagram

Facebook

Twitter

About me

Silk, cotton and cord runs through her hands surprisingly her senses as she slides her fingers along the rack of clothes. These vintage clothes have been tucked away in someone’s closet for so long. Who would have known they would see daylight again? A mannequin towers over her. Its neon platform boots catch her attention. As her eyes wander she sees orange flares and a co-ordinating top accompanied by a crop denim jacket. The mannequin dangles layered gold necklaces from her neck. Such an outrageous outfit, surely is a crime! She wonders. Not at this vintage shop.

 Frequent shopper at the RetroStar Vintage Clothing store, Ruby Regan walks along the isles of the warehouse determined to find the perfect outfit. Bombarded by these new trends on Instagram and Facebook, she chooses carefully.

“I find it really hard to keep up to date with the constant changing world of fashion, so I’ll stick to my own”, Regan says.

“Lately, I have definitely noticed the theme of 70s styles coming into your standard outlets, like Glassons and Cotton on.”

“I love rummaging round and finding something that nobody else will have – something that lived during an era, like the 70s.”

Regan loves the vibe of the 70’s and believes, “it seemed like such vibrant and fun time, women were not challenged by society and they could wear pants without judgement.”

As “70s fashion has so much variety and is fun to wear”, Regan understands why it is coming back into major outlets, popping up in her newsfeed and why more consumers are rocking this look.

In 2017, American Fashion Magazine, Vogue celebrated their 125^th year by publishing a video narrated by Sarah Jessica Parker.

Parker said, “Vogue described its reader in 1972, as a modern liberated woman.” During this time period, the “march of… a women’s movement” quickened, which evolved into the norm of society.

She narrates, “models tangoed, fought and leapt across the pages of the magazine with assertive confidence”.

From upper class vogue readers in the 1970’s to the modern inner-city girl of today, there is a lot of resemblance, in terms of fashion.

Regan believes, “Confidence is not needed to wear vintage clothes”, these trends will give you confidence and “something to be proud of” just like they did in 1970.

Whether you are in the streets of Brunswick, strutting around the Eastern Suburbs of Melbourne or on your way to Listen out Festival, you will come across girls in these 70s threads. Young women ranging from their teens to mid 20’s have been seen wearing these Retro styles since the beginning of this year.

The days of the giant plat formed shoes, circular sunglasses, ridiculous flares, crochet, statement tees, overalls, silk and gingham are coming back.

Retro Star Shop owner, Ryan Reeding noticed the increase of interest in 70s styles within the warehouse and around Brunswick.

“During my live videos on Facebook, some people ask what type of clothes are in stock…. people often ask if we have any flared or patterned pants, vintage sunnies, crotchet…overalls.”

“Girls are also loving the crotchet at the moment, especially with Summer coming up. Anything that is crotchet…. pants or dresses will go out the door.”

Reeding says, “I love this store with all my heart and love the variety of style I see on my customers.”

Reeding also believes that the high demand of crochet represents the beginning the boho phase – once popular in the 70s. “Boho was big in the 70s… including clothes like, lace up tops, fringing or skirts with ethnic patterns. It screams hippie”.

Instagram Influencer, “Lisa Smith rocked the hippy and boho look at the latest festival, Coachella”.

Lisa Smith (in the middle) wears layered jewellery, a train driver hat and cowboy boots. These attendees of the festival are all wearing jumpsuits or a skirt resembling tribal patterns.

Slogan and vintage t-shirts are also becoming very popular, “it’s a great way of expressing yourself without having to anything”, Reeding says.

“People love the fashion of this area because its free…comfortable…different and funky”

 Both models tie a small knot ensuring the t-shirt is sitting above their waist.

Reeding says he “fully support(s) this 70’s craze and will continue hunting for what (his) customers want!”.

 

RMIT Fashion Student and Instagram Fashion Blogger, Shaina Munro is immersed by the forever changing world of fashion. With RMIT offering her access to fashion exhibitions, runways and shows, she has noticed how frequently models are dressed in outfits from the 70s era.

Models have been wearing even “a fragment of an outfit inspired by the 70s, like a statement retro t-shirt paired with your everyday high waisted skinny jeans”.

“I live for slogan t-shirts which seemed pretty big in the 70s…even fanny packs are coming back in and the train driver hats are big”, Munro says.

Munro knows she’s “not a fashion expert, but…know(s) a thing or two about the world of fashion”

She says most people at university “dress for comfort, (wearing) chunky runners and baggy trackies”.  When it comes to going to a festival or going out, “people love their platform doc martins, vibrant colours and these chunky belts”

The “last fashion show (she) went to was during Melbourne Fashion week”. She was overwhelmed by “all the models … dressed in gingham and vibrant colours.” Considering Melbourne was finishing up its season of Winter these bright colours were “out of the blue” and similar to styles of the 70s.

With little experience, Shaina still knows a thing or two about fashion, being an idol on Instagram for her followers. She is seen here wearing mustard flares, short bandeau top and pointy go go boots.

“Glassons and vintage shops are my go to for outfits but most of these styles I will make myself.”

This younger generation can come across these funky styles not just at vintage shops but at their local shopping centres. Shops ranging from Sportsgirl, General Pants, Supre, Cotton on and other online popular websites are selling clothes resembling those of this era.

A shop in particular that 70s fashion fanatics have been drawn to is Glassons. This clothes outlet has caught the attention of a wide variety of girls.

Glassons is a store that is “hard to walk out of empty handed”, Munro says.

 

 

Shop assistant at the Eastland Shopping Centre Glassons, Maddison Deane has been working at the clothes shop since January and has loved seeing all the variety of clothes coming in.

Glassons is “all the rage”, providing affordable yet trendy women’s clothing and accessories in sizes 6-16.

Glassons have jumped onto this new craze for 70s attire, stocking their racks with bright neon, silks, flared sets, bum bags and many more.

“I am way too obsessed with all the clothes we have here, it’s not healthy with the amount of clothes I buy… it helps that I score the 40% off. “

“A large amount of our customers has come in recently asking for matching sets and co-ords which I believe was a big thing in the 70s”

“The other day a customer came in specifically asking if we sold a set she had seen on Instagram…I looked closely, and the photo was from a 70s fashion Instagram page!”

 

“I’m so proud that this store is so unique and attracts so many girls of different styles and backgrounds.”

Don’t you worry girls. Glassons have you covered for your next festival event or night out on the town.

This store offers a wide range of accessories similar to those of the 70s. From “train driver hats and ankle boots” to “chunky statement belts”.

Channel your inner 70s hippy with a pair of Glassons “crinkle cut flares” or a “fringed crop top”.

They have your next brunch date sorted. They will provide you with your favourite “high waisted flared jeans” paired perfectly with a “statement tee”.

Rock the boho look and purchase their “crotchet dresses”.  They are “perfect to chuck over your bathers in summer”, Deane says.

With summer fast approaching, Glassons also stock “high waisted neon bikini bottoms, and full pieces” alike to those of the 70s.

“These 70s designs are obviously popular within (the) store” therefore designers will keep producing similar stock to what sells.

Nobody knew the 70s were “coming back to the future”, its only until we look around us and really realise.

For those who have a passion for fashion, the 70s is just the beginning of the fashion of 2018. If you aren’t, Glassons might be the place for you to start your fashion journey.

Ruby Regan exits the Retro Star vintage warehouse. Her arms are full of vintage clothes whilst she grasps a long receipt. It peeps from the pile and sways in the wind like a flag. Wide circular red sunglasses sit on her hair like a headband. She smiles. Ruby is satisfied with her purchases.

 “Who knows what our children and our grandchildren will be wearing”