Loyola SOC Graduate Capstone

As a graduate student in my final semester, one of my last requirements before graduation included a capstone project that showcased the cumulation of my academic and professional experience with an integration and application of knowledge, skills, and concepts gained throughout my past five years as a communications student at Loyola. Through this capstone I was able to showcase my ability to think critically, research, look at complex problems, and apply theory to real-world situations. This capstone project includes a white paper about a specific marketing practice, a white paper on a particular industry, interviews with practice and industry professionals, a communications plan for a specific company, and supporting creative samples. 

My chosen topic for my capstone project  was driven by my interest in global communications and the intersection of ethics and legal considerations. As an aspiring lawyer, I am constantly connecting what I learn in the classroom as a communications student, the consistent innovation that impacts the communications field, and my belief in ethically harnessing the long term impacts of innovation in communications. My topic discussed below stemmed from the vital issue of fraudulent marketing tactics, specifically in influencer marketing. While disclosure guidelines exist and legal considerations are known in influencer marketing, it is not uncommon that brands and influencers blur the line of proper disclosure leading to distrust among consumers and companies. While it may not seem pressing, as time goes on and the law continues to catch up to the digital space, brands will be held much more accountable for the tactics they are using to convince consumers to buy their products. 

Through the various deliverables in this capstone, one is able to take a deeper look into the intersection of legal considerations, influencer marketing, and strategic communications within the fashion industry. Here you will find a practice report on influencer marketing, a fashion industry report, various interviews with industry and practice professionals, and a well-thought out strategic communications plan for the fashion brand, Princess Polly. 

I chose to focus on this topic due to the rapidly evolving landscape of digital marketing, specifically influencer marketing and how it plays a vital role in brand promotion within the fashion industry. The FTC guidelines and legal considerations that go hand-in-hand with the practice of influencer marketing within the industry are often overlooked. Lack of disclosure and non-compliance leads to significant legal risks, lack of success, negative brand reputation, and overall loss of trust by targeted audiences. 

Focusing on understanding legal compliance in influencer marketing, industry insights, strategic communications, consumer trust brand reputation, and brand research when creating a communications plan allowed me to create a capstone project that provides a holistic view of the importance of all the points along with the significance of ethical practices within the communications industry. This capstone helped to equip me with practical knowledge and strategic skills to better navigate the landscape of innovative digital marketing while upholding legal compliance. 

• Influencer marketing has the potential to generate great success for a business, but lack of proper disclosure and thorough contractual and legal considerations can be a great risk for long-term success and greatly tarnish a brand's reputation. 
• Transparency is key along with building a trusting relationship with consumers. In order to have loyal consumers and consistent new consumers a brand must learn what they need. And as trends and innovation continue, consumers have become more and more interested on learning about the content they are being fed. 
• Trend research happens around the clock. Today, we live in a time where there are constantly new trends that pop up daily, and a brand that is too slow to hop on a trend has the potential to be seen as "not cool"  and irrelevant in a consumer's eyes, especially within the fashion industry. 
• The fashion industry is run by influencers on the digital platform. Because influencer's audiences keep such a close eye on the influencer, fashion trends are constantly changing and consumers are quick to jump on board. 
• Consumers turn to the fashion industry to help them express their emotions, style, identity, self-confidence, and innovation. That is why it is so crucial for fashion brands to be trusted by their consumers because it is a way of self expression for their targeted audience. 
• Innovative digital marketing practices have an array of short-term benefits, but it is important to consider the long-term impacts as well. As innovative practices continue to evolve and influencer marketing continues to grow, brands must be thinking of the ethical considerations in the long-term in order to remain relevant as time goes on.