For my research class, I conducted an in-depth analysis of Tecovas, a direct-to-consumer Western footwear brand known for its high-quality craftsmanship and modern approach to cowboy boots. My research explored Tecovas' brand positioning, target audience, and market competitiveness within the Western wear industry. Using qualitative and quantitative methods, I examined consumer perceptions, brand loyalty drivers, and digital marketing strategies that contribute to Tecovas' success. The findings provided insights into how the brand balances tradition and innovation to appeal to both longtime Western wear enthusiasts and new consumers.

For my Case Studies class, I analyzed SHEIN’s influencer trip controversy and its impact on the brand’s reputation. The case study examined how invited influencers' positive portrayals of SHEIN’s factories clashed with the brand’s existing labor rights criticisms, leading to public backlash. I explored SHEIN’s crisis communication strategy, public response, and the role of influencers in shaping brand perception. Through this analysis, I evaluated the effectiveness of SHEIN’s reputation management efforts and the broader implications for transparency and corporate social responsibility in fast fashion.

For my Social Media class, I developed and presented an advertising campaign concept for a collaboration between Pinterest and Anthropologie. The campaign aimed to engage Pinterest users by showcasing Anthropologie’s home decor and lifestyle products through interactive content, including holiday-themed carousel posts, engaging video collages, and personalized quizzes. The strategy focused on leveraging Pinterest’s visually driven platform to inspire consumers, drive engagement, and position Anthropologie as a go-to brand for home styling and seasonal trends.