S U S T A I N A B I L I T Y

Within my FMP, sustainability is an element of my business and is something I can use to promote my brand to my target audience via the social media campaign. Over the past few years, there has been a noticeable change with Gen Z attitudes towards clothes. Even though we live, or maybe because we live in a highly consumerist world, this generation shifts increasingly from buying fast fashion towards second hand clothes, buying second hand clothes is a choice this generation makes in order to protest fast fashion, and to make their fashion choices more sustainable. (Zouitina, 2021). With my FMP concept, I will be able to promote sustainability within my business to a larger audience as I will be targeting a different audience, meaning that I can bring in more traffic to my business, in turn enabling me to encourage more people to buy second hand to play their part.

Through the social media campaign, it is my intention to promote my FMP concept whilst also giving light to the sustainability aspect of my brand.

BUY LESS covers the topic of overconsumption and how it is just as harmful as buying fast fashion. With my concept #sourcedforyoursize, overconsumption is something of which I have already ruled out for the final photoshoot seen as I will be sourcing clothes based on the models size, which means that instead of buying a bunch of clothes and not knowing whether they will fit the model, I will only source the clothes and sizes that are needed, which in turn avoids waste and of course the clothes I source will be second hand from the charity shops.