Transactions of the Academic Association for Organizational Science
Online ISSN : 2186-8530
ISSN-L : 2186-8530
SNS Blurs Boundaries between Sellers and Buyers
A Case of Apparel Brand Launched by a Housewife
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2018 Volume 7 Issue 2 Pages 293-298


There have been boundaries between sellers and buyers, but SNS blurs its boundaries. I analyzed the Instagram posts and revealed how one unknown housewife who is a buyer, launched the apparel brand and has become a seller. She was unknown when she started Instagram. In two years, she has become a popular Instagramer. She started by opening an online shop, where she did not sell original clothes but purchased clothes. Her followers were willing to become her customers, because they love her fashion sense. Finally, she succeeded in launching an original brand for that customer. The factor of success is considered to be very good targeting and positioning strategies. Much of her followers are mothers who are very interested in fashion as well as her (segmentation and targeting). The brand got a position that she can be "cute mom" when she wears the brand's clothes (positioning). And she continued communicating with customers using SNS (promotion). Buyers can now become sellers by using SNS.

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© 2018 The Academic Association for Organizational Science
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