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Know your past to rule the future : a feminist campaign for Monki

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Know your past to rule the future : a feminist campaign for Monki

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QUOTES “This [research] project is a combination of my fascination for feminism and film, feminism as an increasingly popular marketing tool, and the craving of the segment for more genuine (movement) brands.” “Problem: Monki states that feminism is a crucial part to their identity, yet their brand description doesn’t make this true. Therefore, I analyzed the brand myself and rewrote their brand essence.” “The end product - a campaign for Monki called “Know Your Past To Rule The Future” - is my solution to the main research question.”. MAIN RESEARCH QUESTION How can Monki regain its relevance for the Fourth Wavers (the segment)? SUB QUESTIONS about the brand 1. What values does Monki communicate at the moment? 2. Who is Monki targeting at the moment? 3. How are they using the current phenomenon of feminism? (4th wave) SUB QUESTIONS about the segment 4. Who is the segment and what are their interests/lifestyle? 5. What is the attitude of the segment towards the (4th wave of) feminism? 6. How do they express feminism themselves? SUB QUESTIONS about the market/trends 7. Which fashion brands are successfully catering to the Fourth Wavers feminist needs? 8. What does the 4th wave of feminism imply? 9. What new/uncommon ways of communicating feminism are there?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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