You are the marketing director for STYLE DESIGN, a popular chain of clothing stores for teenagers and young adults. STYLE DESIGN has been in business for over 30-years and is proud of its ability to be consistently on trend with current styles. STYLE DESIGN’s marketing focus is on 14-22-year-olds and features casual apparel, shoes and accessories.
The chief marketing officer of STYLE DESIGN wants to boost social media engagement, build community and receive input from 14-22 year olds about new designs. To do this, the chief marketing officer has proposed a new crowdsourcing campaign called My Design.
My Design invites customers to submit sketches and design ideas for a STYLE DESIGN product line, promising exposure and the chance to have their work featured in the new product line. My Design will be promoted on all STYLE DESIGN social media accounts and will have participants upload design submissions on the STYLE DESIGN website.
STYLE DESIGN will select ten finalists and then allow customers to vote on social media which designs should be produced. The winning designer will receive a $2,000 STYLE DESIGN gift card and features on STYLE DESIGN social media with public credit. The creation will be sold in the next season’s product line.
The president of STYLE DESIGN has concerns about the crowdsourcing campaign. When submitting designs, all participants must agree to a lengthy list of terms and conditions that gives STYLE DESIGN the rights to all submissions, even those not chosen. In addition, the president feels there may be other ethical concerns in the My Design crowdsourcing campaign.
The president wants you to identify all possible ethical concerns in My Design and determine how to best respond or remove any risks. The president wants you to identify if there is a way to use the My Design crowdsourcing campaign without ethical complications or if the benefit of innovative community engagement outweighs the risks.
