Traidreport by Hannah Walker

TRAID

Hannah

Walker

Charlotte Nichols

Sophia

Wareham

Jodie

Krage

Nica

Zhou

CONTENTS Introduction 4 Aims and Objectives 4 Research Methods 5 The Traid Charity 6 Brand Analysis 7 SWOT 8 Competitors 10 Previous Campaign 12 Survey Results Consumer Profiles

17-21

Consumer Insights

Coming Clean

Air Out Your Dirty Laundry

Social Media

Refresh

Conclusion

INTRODUCTION Over 1.4 million tonnes of clothing are sent to UK landfill every year, much of this can be worn again. We were set the brief to create a big idea, creative idea and also a promotional campaign to encourage people to donate their unwanted clothes and textiles to be reused or recycled. We are working in partnership with TRAID, and have focused our demographic towards students aged between 18-22. Nottingham is one of the worst cities for donating clothes to TRAID’s clothing banks. Nottingham Trent has collected 514 kg since January 2012 whereas Salford uni has collected 2,938 kg.

AIMS

AND

OBJECTIVES

Our target age group is notoriously lazy yet has a voracious appetite for fashion and clothes. Therefore they are ideal for this project as they have lots of clothes with a short life span. We want to change student’s perspective on donating clothes as something ‘cool’ and ‘fun’ rather than just a moral duty and a chore. The objectives are to increase the volume of clothes donated to TRAID by students in Nottingham and also raise TRAID’s profile amongst students. We have focused on Nottingham Trent University because it is renowned for its Art and Design department, specifically its fashion courses. Firstly, fashion and art students have a keen interest in clothes therefore have a high volume of clothes that they could recycle. Secondly, they often use second hand clothes as the basis for degree projects (such as the Oxfam fashion show 2012). Finally, they are likely to buy second hand clothes to adapt to wear for themselves.

RESEARCH We also conducted a focus group made up of three females aged between 19-22 all Nottingham Trent University students. During a 15-minute meeting, we discussed how they donate clothes, what schemes they are aware of and also suggested a few of our early ideas to ascertain how successful they might be. In general this age group is inherently lazy and are only prepared to donate clothes if they get something in return. It needs to be as easy as possible for them to donate clothes otherwise they would just throw them away. They were aware of and excited by the H&M â&#x20AC;&#x2DC;Long Live Fashionâ&#x20AC;&#x2122; campaign where you gain a five pounds H&M voucher for every bag of unwanted clothes you donate. Their key interests were festivals and going out with friends, both of which we wanted to utilize in our campaign as students need an incentive to get involved.

We researched our competitors using Mintel, and looking at which brands were innovating in terms of sustainable fashion. We discovered that M&S were one of the better companies for ecological fashion, and that Topshop have already worked with TRAID (see Previous Campaigns). We also spoke to potential consumers about their donating and buying habits (see Consumer Profiles). Our team went into second hand/vintage shops to interview and collect visual research from managers and consumers. We found that prices had to be cheaper and this style of retail appeals to students specifically, due to its pricing and aesthetic.

In order to gain an understanding of both the brandâ&#x20AC;&#x2122;s identity and our target consumer we did extensive research both primary and secondary. Firstly we conducted a survey online with Survey Monkey, spreading it via emails and social media. Asking only 18-22 year olds to partake. We found that students were unaware of their local clothing banks and also rarely donated clothes.

Y T I HAR

C D I A R T THE

Fight Global Poverty, Protect The EnvironmenT, Reduce Landfill

Fig. 1 TRAID logo

In order to come up with a cohesive campaign for the TRAID charity we knew it was important to first consider their key values.

Source

Authority

The charity may be less well known than its competitor Oxfam, however they have gained authority through the positive work they have done with their funding. The TRAID website shows numerous facts and figures backing up their policies and evidence of the work they are doing.

Attributes Funding raised by the charity, through the sale of donated clothes, provides health, education and opportunities in poor communities. They also offer the public different ways to learn alongside recycling their clothing with fashion customization workshops, school assemblies and classroom activities for primary and secondary schools as well as youth groups, church groups, community centers. The brand is a more sustainable alternative to the fast fashion of the high street selling good quality second hand clothes at affordable prices

Personality Key to the brands identity is their caring and proactive attitude, which is presented in their tone of voice. This is also shown in their branding with the bright environmentally symbolic green and the prominence of the word ‘Aid’ in their logo.

Promise The TRAID charity claims to have three main objectives “To protect the environment by diverting clothes and shoes from landfill; To reduce world poverty by raising funds for overseas development projects; and to educate the UK public on environmental and world poverty issues.” traid. org.uk

Essence The brand’s main values are making a positive impact on people’s lives and reducing the negative effects of fashion on the environment.

SWOT

ANALYSIS

STRENGTHS: - - -

TRAID’s designers and design team have the skills to reconstruct clothing that its torn or stained and transform them into one-off pieces Utilise resources effectively to fund projects Good understanding their consumer(s) and the Place, Price Product (McCarthy : 1960)and appropriate level of product Promotion. An example of this can be shown by the pricing of clothes in TRAID’s London retail shops in relation to the shop’s urban location; ‘the average price of items in Harrow are £3 whereas the average price of something in Camden is £8’ TRAID, April 2013

WEAKNESSES: - - - -

Reach a smaller demographic (and range of generations) in comparison to the broad range competitors such as Oxfam and British Heart Foundation reach. Less establishment and therefore less consumer trust and awareness of TRAID; Oxfam was established in 1963; TRAID was established in 1999. Clothing bins are placed in location where they are not seen or known where to be. The means by which consumers can donate clothes to TRAID are limited and constricted

OPPORTUNITIES: - -

Results from research carried out on this project (see consumer interviews under ‘Appendix’) shows that students are far more attracted to second-hand clothes shops that stock highly fashionable clothing – TRAID has an opportunity to promote itself as the charity specialist fashion outlet; ie it is not “another” charity, TRAID has a specialist quality (fashion) that will attract consumers not only to donate to, but also to buy from. Opportunity to engage more with consumers and reach potential consumers. This could be achieved by allowing User Generated Content and interaction between TRAID and consumers online. Sunshine Teens (those under 30 years of age) have never experienced life without the internet; freedom of democracy and social networking is a very powerful tool that this generation in particular use in order to voice their opinions and have an effect on something – use consumers to increase awareness of TRAID and help to promote the charity within the

context of fashion.

THREATS: - - - -

Technology and online shopping allows individuals to sell their clothes, profit, and promote themselves (as fashion stylists). The longevity of the trend for Vintage fashion and other forms of second hand clothing not eternal; retailers and charity shops will not always be able to sell to such an expansive fashion-conscious youth demographic consumer base. Competitors have a greater consumer trust, establishment, and network; Oxfam collaborated with Marks and Spencer for the Shwop Shop campaign, and have also collaborated with Sainsbury’s Nectar. Financial climate: recession: ‘When money is tight, we might not care about the moral implications of what we buy, so long as it is cheap. Ethical concerns take a backseat, and retailers need to work extra hard on persuading us to buy ethical fashion’ - Mintel, 2009 Fig.2TRAIDRemade

Competitors

M&S TKMAxx

H&M

Fig. 3 Shwopp Campain

Oxfam is a charity that collaborates with other brands. Their most recent collaboration brought together Oxfam and Marks & Spencer’s to create ‘shwopping’, a new idea that makes it even easier to give your unwanted clothes a second life. The One Day Wardrobe Clear Out is being held at Marks & Spencer’s stores around the country. Oxfam volunteers will be at M&S stores to collect ‘shwopping’ donations and in return, customers

Fig. 5 Long Live Fashion Bin Fig. 4 M&S Shwopping Bin.

will get a £5 voucher. At the last One Day Wardrobe Clear Out approximately 750,000 garments were donated, which could have been worth around £400,000 for Oxfam. (Oxfam: Online). Other charities such as The British Heart Foundation and Dreams Come True, offer a door to door collection service for donating clothing. The collection service can be seen as an easy way for people to donate clothes people to donate clothes, but it actually makes it

very easy for the clothes to be stolen, as they are just left on the doorsteps of homes. H&M’s “Long Live Fashion” campaign also gave customers a £5 voucher reward for handing in unwanted clothes, which were then donated to a local charity chosen by H&M. (See Appendix) In April 2012 Cancer Research UK collaborated with TK Maxx to launch ‘Give up Clothes for Good’ a clothing-collection campaign, which raised £3,165, 753. Consumers

Fig. 6 Give Up Clothes For Good Campaign

were encouraged to donate their unwanted clothing to their local TK Maxx outlet stores. 116,000 bags were donated and 927 tonnes of clothing was recycled, (tkmaxx: online) without the incentive of a reward for the consumer in return. Following this research we can see that Traid must do something innovative; moving away from the swapping unwanted clothes for a shopping voucher idea.

PREVIOUS PREVIOUS CAMPAIGNS CAMpaigns

TopShop was going green with a range of activities helping to promote recycling in the fashion industry, 2008. This event cooperates with TRAID and Topswap. Customers can create a mini capsule wardrobe for free by bringing three items they no longer wear and exchanging them with someone else's. And also can bring and drop off all your old clothes in TRAID recycling banks, which will be dotted all over the shop. Through this campaign hints on people how to transform and update an existing wardrobe. It is good example for proof that this happens successfully. Many people do not attach importance to the clothes recycling, irregular to clean up closet, or directly put clothes into the trash. Because people do not have the habit of donating clothes, do not know where is clothes bank? And what is TRAID. Through the event, let people know that the action is a good deed, make people interested it, understand who we are, what we do. The campaign decided to innovate and create a new concept of shopping: wants your rubbish. That's was conceived: love of fashion + interest a good deed.

The clothes elimination rate of young people gradually increased in each passing year. It becomes 'fast rubbish'. The new item is coming too fast, and the old had to go. The 'fast rubbish' is not really rubbish; in fact it is some newer and fashionable style clothing. Whenever change the season, it will always be a package appear in a corner. The reason is simple: I feel, will not wear it again. The past two years, many people have lamented more and more clothes only wear a few times, but put it away. Especially, some people concerned the fashion, they making too much â&#x20AC;&#x153;fast rubbishâ&#x20AC;?, is not a sin. Because the fashion was updated soon, chasing fashion there is nothing wrong. Actually, under the premise of the rational consumption, fast rubbish " will not cause a bad influence. Through this campaign, we make more and more people know where is it should go.

Top Swap living in New York, the city of fashion, it decided to innovate and create a new concept of shopping: the exchange of unwanted fashionable items from their closets with girlfriends. That's how Top Swap was conceived: love of fashion + interest in business and a desire to save money and give back at the same time. Top Swap is a fashion-foward club by invitation only and exclusively for women, in which guests can swap, buy and sell clothing and accessories in monthly events (Top Swap Bashes). How cool is to swap/shop the best designer items, save money and the planet all at once? It is good example, for campaign. Most people resisted second-hand clothes, think that is strange, and disgusting. This campaign was successfully promotion that more people accept the second-hand market. As you can see fashion and environment go along very well.

SURVEY

RESULTS

As a form of primary research a survey was conducted that was released and shared on social networking sites (see appendix). The results showed that 65% of the respondents were 20 years old and 70% of the respondents were female, so from this an info graphic was created representing a 20 year old female respondent. Out of all the 20 year old females who responded to the survey 50% of them said they sometimes recycle. From this it is clear this age range already have some interest in donating clothes to charity. Whilst 80% of respondents answered they would be more interested in donating clothes if there was some form of incentive or reward for doing so. Therefore the other 50% of respondents can be influenced to begin donating clothes with an incentive of a reward for doing so. From these results Traid could target their campaign at University students, to change their perceptions of recycling clothes and increase clothing donations to the charity.

15 15

CONSUMER PROFILES As individual members of the team, we each carried out primary research in order to gain a depth of information about our consumers, and their relationship to donating and buying seond hand clothing. The following pages include consumerer profiles of two students that I interviewed regarding their shopping habits, attitudes toward charity shops, second hand clothing and their role as a clothing donator.

17 17

CONSUMER

PROFILES

Fig. 9

18 18

INTERVIEW

SNIPPETS

' Vintage shops are more fashion -orientated, generally speaking. In charity shops, you have to sift through a lot of stuff'

‘ I am very sceptical about what happens to the clothes we donate, and where the clothes actually go’

‘ I donate clothes. I put them in a bag and take them to a charity shop, or I' ll put them in recycling or clothing banks. If the clothes are in good condition' Fig. 12

Fig. 10

’ I do not donate clothes with tears or rips in them because they are not going to be used or sold’ 19

CONSUMER

NAME:

PROFILES

Fig. 13

LAURA

OCCUPATION:

STUDENT,

FINE

ART 20

INTERVIEW

SNIPPETS

' TODAY, I BOUGHT THESE SHORTS FROM COW'( ( VINTAGE SHOP IN NOTTINGHAM))

' IN THE PAST I HAVE DONATED CLOTHES, TEDDIES AND DVDS’

Fig 14 .

' I never donate clothes with rips or tears in them, no, it’s always good quality. There’s a shop near home where you can take your unwanted clothes, have them weighed, and receive money in exchange for the clothes. A friend of mine took seven bags in and got £70£ 70 for donating his old things. I got £8£8 for a bag of my stuff’

' I AM ALL FOR DONATING AND RECYCLING CLOTHES TO CHARITY. I THINK ITS PARTICULARLY GOOD WHEN YOU CAN BUY THE ITEMS SOMEONE ELSE HAS DONATED IN SHOPS’

We are did some primary research in Charity shop. White Rose WR2 is one of them on Lace Market Street Nottingham. It’s a woman’s shop, goods are complete, include: clothes, shoes, bag, and accessories, price from 2 pounds up. The layout is Country-style, and with two big window display. They have much high street fashion brand, like Miss Selfridges, Top Shop and Zara etc. Although most clothes are in last season, but the style is not out of date.

Another charity shop is from My Sight, formerly Nottinghamshire Royal Society for the Blind, is the only charity dedicated exclusively to improving the lives of people living with sight loss in Nottinghamshire. It different with White Rose, they have man’s clothes, and not only sell clothes, they sell a wide range of items from bric-a-brac to books and CDs. Compared two stores, My Sight clothes more outmode. Some people just don’t get why shop in charity shops and will ask why love ‘second hand junk’ so much. Actually, charity shop is popular in young people market, it not only good for charities, but also fashionable and individuality. You will not have clothing clashing on the street.

Consumer Insights Fig. 15

Lauren is recent graduate student, age between 16-25. She said a lot student love charity shop, there are collect some pretty vintage clothes, and the price very cheap. Eco friendly fashion labels throughout the world, it can make you think twice about what you are wearing and where it came from.

Richard is a manager in charity shop; heâ&#x20AC;&#x2122;s age between 30-36. He said many people shop in charity shops because they want to support the activities of the parent charity. And another reason is the low prices. He most customer is student, age between 16-25. It is cheap, the price of most things are a darn site cheaper than the stuff youâ&#x20AC;&#x2122;ll find on the high street. They have low price everything and everyday.

Fig. 16

Fig. 18

Fig. 17

Fig. 19

Vivian is International student, study in Nottingham Trent University. She buying from the charity shop the reason is cultural. She thought it was a typical British cultural. In her city, do not have these charitable organizations. She thought each purchase could help some people who need support. And in charity shop she can find some second hand vintage item, she really like the curio.

Grace is a manager, age between 26-30. She like Charity shop for the following reason: Fashionable, cheaper, recycle, quality is good. She said they have low price same with Primark, but the quality is batter too much. In charity shop, she can get good quality clothes from last season.

23 23

The

Big

Coming

Idea

Clean

Traid is changing perceptions of clothing donations. This September witness the building rivalries between opposing universities and watch students come clean over the nation’s campuses. Traid is teaming together with universities across the country, creating a buzz and new excitement for donating clothes. Rivalries between opposing Universities is nothing new to the whole university experience. Traid’s ‘Coming Clean’ campaign turns donating clothes away from just being a good deed, into a competition. Students will have the chance to air out their dirty laundry and refresh their wardrobe as they ‘bin’ the clothes they would usually chuck.

dirty lAUNDR Y

AIR OUT YOUR DIRTY LAUNDRY

The campaign will revolve around three key events: Dirty Laundry, Air out your dirty laundry and Refresh Your Wardrobe.

All three events are aimed to create a buzz towards the ‘Coming Clean’ campaign, targeted specifically at students. From our research we found students tend to be quite lazy and would prefer to do something if they received something for themselves in so our aim is to change of howwill they currently think about Traidreturn; is changing perceptions of student’s clothing perceptions The campaign revolve around three key events: donatingThis clothes, moving away fromthe a dull experience, to something rewarding and donations. September witness Dirty Laundry, exciting.rivalries building between opposing Air out your dirty laundry universities and watch students come clean and over the nation’s campuses. Traid is teaming Refresh Your Wardrobe. together with universities across the country, creating a buzz and new excitement for All three events are aimed to create a buzz donating clothes. Rivalries between opposing towards the ‘Coming Clean’ campaign, targeted Universities is nothing new to the whole specifically at students. From our research we university experience. Traid’s ‘Coming Clean’ found students tend to be quite lazy and would campaign turns donating clothes away from prefer to do something if they received something just being a good deed, into a competition. for themselves in return; so our aim is to change Students will have the chance to air out their student’s perceptions of how they currently think dirty laundry and refresh their wardrobe as about donating clothes, moving away from a dull they ‘bin’ the clothes they would usually chuck. experience, to something rewarding and exciting.

24 24

Coming

Clean UR O Y H S E R F RE E B O R D WAR

Fig. 20

air out your dirty laundry The Big Creative Idea develops from Coming Clean, and is manifested into two live events; one event will be held for the purpose of donating unwanted clothes to TRAID, the other, to allow students to buy merchandise from TRAID. As a team, we generated ideas concerning the branding and name of the Big Creative Idea. We had established our target market to be Generation Z (Yurchisin and Johnson: 2010) university students and aimed to change the connotations of the word ‘charity’ in relation to TRAID. We thought about Generation Z’s student lifestyle; the household duties that come as a consequence to living away from home including washing up and washing laundry – or, rather the tendency to postpone laundry until the next time students return home –, the vintage epidemic (Gladwell: 2000) across this demographic (including the condition of second hand clothing or popularity of the stories behind such garments ), social and nightlife, often tongue-in-cheek communications – either used to brands to communicate to this demographic, or used colloquially amongst this demographic – and arrived at a conclusion for the name of our Big Creative Idea: TRAID events presents Dirty Laundry. The Purpose of Dirty Laundry is that it exists as an event where consumers can donate their unwanted clothes to TRAID in a simple way – a way that can also be fun. The interaction element between brand and consumer of Dirty Laundry daytime event will be enhanced by incorporating Twitter social media, and competition channelled between the students of Nottingham Trent University and those at the University of Nottingham. Research has provided evidence that Generation Z (Yurchisin and Johnson : 2010) tend to use their mobile phones and android apps to stay linked into social networking sites like Twitter and Facebook throughout the day. Doing so allows individuals to keep up-to-date on news within their social communities, and enables them to publish content online wherever they are, whenever they are. For this reason, we propose that Dirty Laundry should enhance and increase consumer’s engagement with the TRAID socially, both offline and online through Twitter.

During the day of the event, a long washing line will hang through Market Square. Those giving clothes to TRAID can hang their donations on the line, photograph on their mobile phones what they have displayed on TRAID’s washing line and upload their images online via TRAID’s Twitter Page as #AirOutYourDirtyLaundry. To introduce competition and encourage the act of donating, Nottingham Trent University and the University of Nottingham will each have their own thermometer progress bar displayed on Twitter. Students partaking in the event of Dirty Laundry can upload their photographs through Twitter as #AirOutYourDirtyLaundry and register which university they are from. The level at which each thermometer bar is filled will increase as a reaction to each time a #AirOutYourDirtyLaundry photograph is uploaded. The interactive thermometer bars will be clearly visible on TRAID’s Twitter Page for Dirty Laundry, so that consumers can see which university is in the lead for donating the greatest number of clothes. An successful event of a similar nature in aid of Dorset and Somerset Air Ambulance Service occurred at Bournemouth Castlepoint’s shopping centre in June 2008 whereby ‘shoppers [were] asked to sort through their underwear drawer and donate their unwanted bras during Bag A Bra Week [...]All donated bras [were] strung up on a washing line stretching from TK Maxx to Argos, via Marks and Spencer’ (Vass, 2008). To promote Dirty Laundry, students will be “leafleted” up to a week prior to the event. However, instead of being handed paper leaflets that advertise what Dirty Laundry is and state the time and place of the event, students will be handed designed Dirty Laundry Tote Bags which will act as a ticket entry into part two of Dirty Laundry – the nightclub event.

Fig. 21 INVEST IN YOUR CHEST, 2008. Castlepoint Bournemouth Bag a Bra Chain for Bag a Bra Week In Aid of the Dorset and Somerset Air Ambulance.[Photograph]

DIRTY

LAUNDRY

We propose to create an event placed for students to encourage them to donate clothing. Dirty Laundry is an event being held by Traid to influence and encourage students to donate textile materials. Entry to the event will be one bag full of donated clothing/textiles. Dirty Laundry will be held in cities all over the country as students, musicians, and artists collaborate together to create a one off night that is not to be missed. Attention will be brought to the event with a mysterious invitation being handed out printed on a tote canvas bag. Students will be handed the bag on the street, in their campus, by what looks at first like regular people handing out flyers. The bag will have a date, place, and time and the Traid logo printed on it with instructions to follow the twitter page, with a hash tag #dirtylaundry, followed by the city the student’s from, i.e. #dirtylaundrynottingham. Excitement and awareness for the event will be begin with a friendly rivalry between different universities, as they compete against each other donating clothing. Traid can create a friendly campus rivalry between different universities through their social media; the mysterious date, time and location will drive traffic to their social media sites as students investigate what this mysterious message on the bag translates to. Traid will give students instructions to send in ‘twitpics’ including the hashtag #dirtylaundry once they have donated clothes to the local Traid clothing banks placed on their campuses, as well as sharing the information on their own Facebook pages. As the competition carries on more and more information will be leaked to the students about the event they will be currently unaware of. Once enough attention is fully grasped by the students during the competition phase, Traid will then announce the ‘Dirty Laundry’ event. The competition can be placed all over the country with different Universities. Traid volunteers will keep track of Traid clothing banks all over the country’s campuses, updating students via Twitter and Facebook as to which university is winning the donating poll. An Instagram account will also be set up for the campaign. Most brands and charities have Facebook and Twitter pages whereas not many use Instagram. Students can Instagram pictures of themselves at the event and share it with other universities. The event is set to encourage and includes students in becoming more involved in clothing donations, by changing their current perceptions of donating clothes, whilst raising awareness for the Traid Charity.

Fig. 22

Fig. 23

Promotional Campaign As a way to promote our ‘Dirty Laundry’ idea, we intend to create a ‘buzz’ and a sense of mystery surrounding our event. Instead of flyering leaflets promoting the event, we would design and create a range of canvas bags that would include a hash tag for twitter and the website to intrigue students. These canvas bags would be stylishly designed so that fashion conscious students would want to ‘be seen’ with them. They would act as an invitation to the ‘Dirty Laundry’ student club night event, and also could be used for free entry if filled with donated clothes. The campaign would have its own twitter account, updating its followers on which student city is top of the league for donating the most clothes and also dropping hints as to what the secret event is at the end of the campaign. The hash tag would be #dirtylaundrynottingham or whatever city the student is from. Once clicking on the website you would see that it monitors each city’s amount of clothing donations via the TRAID clothing banks, ranking each student city accordingly. People would use the hash tag as a way of creating publicity but also as a way to see how each city is ranking, creating a sense of friendly competition. Once students donate clothing they could then say so by using the hash tag on twitter (see Air out your Dirty Laundry page). One thing we would publicise on twitter would be the ‘Air Your Dirty Laundry’ event, where washing lines would be strung up in town centres for people to hang their unwanted clothing and attaching confessions and secrets e.g I once had my skirt tucked into my knickers all the way home. Some of those secrets could be tweeted with the hash tag to generate even more interest (Facebook groups like ‘Trent Confessions’ is incredibly popular with this age group). As it is a visual event it lends itself to images being tweeted or posted on social media, thereby fuelling people’s interest. As previously mentioned, we wouldn’t say on the website or social networking sites that there would be a final student club night event. We would reveal that at a later date. This would create sustaining interest in the concept, as people would be waiting for what ‘Dirty Laundry’ would do next.

31 31

Fig. 24

An example of the TRAID twitter page displaying the thermometer progress bars showing the rivalry between universities and reminding them to donate. Using the theory that if students see that the other university is donating more than them they will be encouraged to donate to try to put them back in the lead. The hash tag â&#x20AC;&#x153;#AirOutYourDirtyLaundryâ&#x20AC;? is also shown reminding people to share and tweet their responses.

Fig. 25

The TRAID website or Facebook page could also show a leaderboard demonstrating which universities are donating the most, encouraging competition between them and making students feel that they ought to donate if others are.

REFRES

DISCOVERING FRESH NEW DESIGN TALENT ade

Fig.2 TRAIDRem

34 34

Students are a huge market for fast and affordable fashion and a key consumer for brands such as Primark, Mango, H&M and Zara. In order to encourage them to shop more conscientiously and buy TRAID products the charity could target the fashion conscious, trend setting student initially. To do this they could involve Art and Design students in creating and inspiring their TRAID Remade line. By involving style innovators in student community and showing attention to the creativity of the line, TRAID could make sustainable fashion a stronger trend amongst young people. In a report on Fast Fashion in The Journal of Dress, Body & Culture, a consumer believes that if designers were more considerate in the sustainability of their clothes then people would be more inspired to follow. This suggests, “Change is possible, but it has to come from the fashion domain” Annama et al (2012, 286). Therefore it makes sense that the key to changing perspectives on sustainable fashion in a university environment is through the fashion students. In a case study (see appendix) a small project last year between Nottingham Trent Students and Oxfam, ‘Revive’, showed success in a large number of students attending an event showcasing secondhand clothing. The project involved fashion design students buying clothes from Oxfam, which they completely transformed to produce fashionable items similar to TRAID’s Remade, line. By the end of the show most of the clothes produced had already been bought by other students at the event and the rest were sold in the Oxfam store. TRAID could learn from this by using the support that students offer one another to increase awareness of the brand and the popularity of TRAID Remade. ‘Refresh’ would be a competition offered by TRAID for fashion students to gain publicity and have their ideas used in stores. The competition would ask students to produce Remade designs and ideas, which could be replicated with other donated items. The charity could then choose designs which they think could sell well or be reproduced. The name ‘Refresh’ links to the big idea of Coming Clean and the concept of discovering fresh new design talent, while appealing to the target consumer.

Con

clu

sio

Overall this campaign ought to get students into the habit of donating their unwanted clothes in the expectation that they will continue to do so. The campaign should also inspire universities to come together as a community to donate, which should mean that they have a lasting commitment to it. After the campaign we would expect that students would remember the experience that the brand has given them and associate donating clothes with the positive and fun nature of the event. We hope that it would change their perspective on it being a chore to take their clothes to a bank or store and encourage them to consider buying second hand more. The biggest change we feel that this idea will generate is an increased awareness of the TRAID charity. In terms of social media in particular we felt that the brand currently falls behind its competitors in terms of number of fans. The events are therefore designed to heighten traffic to TRAIDâ&#x20AC;&#x2122;s Facebook, Twitter and Website, which is becoming increasingly important for charities in gaining the support of generation Y consumers. This interaction between TRAID and the consumer should be continued after the events to remind them that they should continue to donate, and inform them of the projects that their donations have funded. Leading on from this we would hope to see the TRAID Remade line expanding and gaining popularity through its support of new design talent. Alongside this further canvas bags could be produced, inspired by these designers, for consumers to continue to use when delivering their unwanted clothes to TRAID banks and stores.

Jodie

Krage

Hannah Sophia

Walker

1038

Wareham1 1042 Nichols

104904

Zhou

8839

Charlotte Nica

1091090

ILLUSTRATIONS Fig. 1. TRAID, TRAID Logo .[Graphic]. TRAID [Online]. Available at: https://twitter.com/ TRAID [18/5/2013] Fig. 2. TRAID, 2013. TRAIDRemade apparel [Photograph]. TRAID [Online]. Available at: http://www.traid.org.uk/remade.html Fig. 3. M&S, Shwopp Campain. [Photograph] M&S [Online]. Available at shwopp m &s - http://sheltongrp.com/files/2012/07/936597302-885x1024.jpg [18/5/2013] Fig. 4. KRAGE, J., 2013 M&S Shwopping Bin. [Photograph]. Nottingham Fig. 5. H&M, Long Live Fashion Bin. [Photograph] Ethical Sustainable Fashion Blog. Available at: http://ethicalsustainablefashionable.files.wordpress.com/2013/03/krp_0186edrc.jpg [18/5/2013] Fig. 6. TK MAXX, Give Up Clothes For Good Campaign. [Photograph] TK Maxx. Available at: http://sarahcromwell.com/wp-content/plugins/easy-gallery-slider/timthumb.php ?src=http%3A%2F%2Fsarahcromwell.com%2Fwp-content%2Fuploads%2FpressAds1. jpg&w=921&h=600&a=c [18/5/2013] Fig. 9. WAREHAM, S., 2013. Consumer Profile of Josh. [Ink, paint, graphite on paper]. Nottingham Fig. 10. WAREHAM, S., 2013. Size UK Trainers infographic. [Mix media]. Nottingham Fig. 11. WAREHAM, S., 2013. T-shirt infographic. [Ink on paper]. Nottingham Fig. 12. WAREHAM, S., 2013. Jeans infographic. [Mix media]. Nottingham Fig. 13. WAREHAM, S., 2013. Consumer Profile of Laura. [Ink, paint, graphite on paper]. Nottingham

Fig. 14. WAREHAM, S., 2013. Shorts from Cow vintage. [Photograph]. Nottingham: Nottinghamshire Fig 15. ZHOU, N., 2013. Vintage Shops. [Photograph]. Nottingham: Nottinghamshire Fig. 16. ZHOU, N., 2013. Consumer [Photograph]. Nottingham: Nottinghamshire Fig. 17. ZHOU, N., 2013. Consumer [Photograph]. Nottingham: Nottinghamshire Fig. 18. ZHOU, N., 2013. Consumer [Photograph]. Nottingham: Nottinghamshire Fig. 19. ZHOU, N., 2013. Consumer [Photograph]. Nottingham: Nottinghamshire Fig. 20. WALKER, H., 2013. DIrty Laundry Logo. [Computer Graphic] Nottingham: Nottinghamshire. Fig. 21. INVEST IN YOUR CHEST, 2008. Castlepoint Bournemouth Bag a Bra Chain for Bag a Bra Week In Aid of the Dorset and Somerset Air Ambulance.[Photograph]. Invest in Your Chest [online]. Available at: http://www.investinyourchest.co.uk Fig. 22. NICHOLS, C., KRAGE, J., 2013. Dirty Laundry Flyers. [Computer Graphic] Nottingham: Nottinghamshire. Fig. 23. KRAGE, J., 2013. Canvas Bag [Photograph & Graphic] Nottingham: Nottinghamshire. Fig. 24. WALKER, H., 2013. Twitter Mock up. [Computer Graphic]. Nottingham: Nottinghamshire Fig. 25. WALKER, H., 2013. Leaderboard Mock up. [Computer Graphic]. Nottingham: Nottinghamshire

REFERENCES ANNAMMA, J. et al, 2012. Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion Theory: The Journal of Dress, Body & Culture, 16 (3), pp. 273-296 E, J, McCARTHY, 1960. Basic Marketing [online] Google Books. Available at: http:// http:// books.google.co.uk/books?id=ghQUAQAAMAAJ&dq=McCarthy%201960&source=gbs_ book_other_versions GLADWELL, M., 2000. The Tipping Point. London: Abacus MINTEL, 2009. Ethical Clothing – UK – February 2009 – [online]. Available at: http: http:// academic.mintel.com/display/393875/?highlight=true#search_this_report__ethical%20concerns%20take%20a%20backseat Oxfam, 2013. Go shwopping and fight poverty with Oxfam and M&S [online]. Available at: http://www.oxfam.org.uk/donate/donate-goods/mands-and-oxfam-shwopping [7/5/2013]. TKMaxx, 2012. Give Up Clothes For Good [online]. Available at: http://www.tkmaxx.com/giveupclothes/give-up-clothes/page/giveupclothes [18/5/2013]. YURCHISIN, J., & JOHNSON, K, K, P., 2010. Fashion and the Consumer. New York: Berg

BIBLIOGRAPHY ANNAMMA, J. et al, 2012. Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Fashion Theory: The Journal of Dress, Body & Culture, 16 (3), pp. 273-296 BERGSTROM, B., 2008. Essentials of Visual Communication. London: Laurence King Publishing. BOSSHART, D., 2006. Cheap: the real cost of the global trend for bargains, discounts & consumer choice [eBook]. London: Kogan Page Ltd. Available via: http://site.ebrary.com/ lib/nottinghamtrent/Doc?id=10120243&ppg=10 [10/05/2013]. E, J, McCARTHY, 1960. Basic Marketing [online] Google Books. Available at: http:// http:// books.google.co.uk/books?id=ghQUAQAAMAAJ&dq=McCarthy%201960&source=gbs_ book_other_versions GLADWELL, M., 2000. The Tipping Point. London: Abacus MINTEL, 2009. Ethical Clothing [online]. Available at: Mintel [20/05/2013] MINTEL, 2008. Ethical and Green Retailing. [online]. Available via: Mintel [20/05/2013] MINTEL, 2012. Clothing Retailing. [online]. Available via: Mintel [20/05/2013] OXFAM, 2013. Go shwopping and fight poverty with Oxfam and M&S [online]. Available at: http://www.oxfam.org.uk/donate/donate-goods/mands-and-oxfam-shwopping [7/5/2013]. SEIGLE, L., 2011. To Die For: Is Fashion Wearing Out The World?. London: Fourth Estate. SMITH, P & ZOOK, Z., 2011. Marketing Communications: Integrating Offline and Online with Social Media. 5th ed. London: Kogan Page Ltd. TKMAXX, 2012. Give Up Clothes For Good [online]. Available at: http://www.tkmaxx.com/giveupclothes/give-up-clothes/page/giveupclothes [18/5/2013]. VISCERAL BUSINESS Ltd., 2012. The 2012 Social Charity Report [online]. Available at: http://www.visceralbusiness.com/downloads/The-2012-Social-Charity-100-Report.pdf [15/05/2013]. YURCHISIN, J., & JOHNSON, K, K, P., 2010. Fashion and the Consumer. New York: Berg

APPE

NDIX

CONTENTS Consent Forms Perceptual Map Survey Results Focus Group Transcript Revive Case Study

CONSENT FORMS

RESEARCH

Our perceptual map for Traid competitors This map has been divided into charities that collaborate with other brands, and those who don't. Charities that accept all textiles and those who only accept specific items. As you can see there is a gap in the market for Traid, the charity accepts all textile materials to donate and also collaborates with other brands, creating more awareness for the charity.

FOCUS

GROUP

Focus group with: Jessica Bate, Lauren Board and Alex Murphy Interviewed by: Jodie Krage Jodie: Hi Guys, erm I’m just going to tell you about our ideas first of all and then I wanna hear like your feedback. Erm so one of the first ideas we had was, when you go and donate clothes to a charity shop or like a bottle bank style clothes donation station you’re always carrying it in like a bin bag and we were just sorta saying that that’s quite like negative associations because you’re chucking your clothes in a bin bag. And it’s a bit like mmmm. So we were saying we would give each household, much like you have your food waste box and a box for paper, would give like a bag for life canvas bag with traid logo on it. Which is where you would put your clothes , So you’d walk down the street and you wouldn’t have like bin bags. So it doesn’t look naff baisically. So that’s one idea we might introduce. And later we would get like designers. To do like one off things occasionally, so like you would pay maybe like a few quid, like two quid to go to traid for one of these bags. For like I dunno a Christopher kane designer canvas bag with the logo on it traid bag limited edition and whatever and it sort of becomes a sort of stylish thing, so what’s your thought on that idea. Silence Jodie: Anyone Alex: mmm I wouldn’t pay for a bag just to put clothes in, only to walk down the charity shop with. Jodie: Yeah Alex: Seems like so much effort Jessica: It doesn’t really bother me that much because if im getting rid of them, I don’t really care Jodie: so you don’t mind them in a bin bag Jessica: No because I’m taking them to like in a clothes bin so…. Jodie: Ok Jessica: and often the clothes big bins place it says to put them in a bag before you out em in. Jodie: What do you mean like a…. Jessica: So so, there all together so say you’ve got a pair of shoes in there you cant just chuck em in you have to match the shoes. So sometimes they do ask you to put them in a bag.

Jessica: So so, there all together so say you’ve got a pair of shoes in there you cant just chuck em in you have to match the shoes. So sometimes they do ask you to put them in a bag. Jodie: Ok, Lauren Lauren: Ermm…well…at home we just get bags through the door. And they come and collect them. So I stick my clothes in there. You literally put…we put our clothes I the bags. And then they just come and collect them. Jodie: And they come collect it? Alex: Yeaah we get them Jessica: Yeahhhhhhhh Jodie: So if traid did something like that do you think… Alex: I do that more Lauren: Yeah Alex: I’d never carry a bag to a charity shop Lauren: Id never think. Aww I’ll go an take my clothes to the charity shop, when we have these bags. Jodie: See I’ve never heard of this before. Not heard of that Jessica: because we just get it delivered to our house. We literally get loads of them from the charities. Alex: but it is literally a bin bag rolled up. Has the charity name on it and the date they’ll come and collect it. Jessica: they just put it on our doorstep Jodie: Ohhhh ok Alex: So like with the canvas bag…(shrugs shoulders) Jodie: maybe not then

Alex: they’d come and collect it would they and just empty the clothes out and you’d keep it? Jodie: That’s what we’re thinking Alex: Could put them out beginning of every month, couldn’t you Jodie: yeah, and its not just old clothes you don’t want the company also want like textiles and ripped or damaged clothes. So lets say your top ripped or something. That’s fine because they could still use it. They do loads of different ideas as well, like ways to reuse it. But ok that’s good, thanks guys, that’s one idea. The other idea was erm doing some sort of event like where you could have a bag of clothes as your entry fee. If you know what I mean. So you bring a bag of clothes to an event, so it could be a gig, a fashion show, fashion event. NOT about recycling and donating clothes. That’s not the point we’re making. It would be in association with traid. But itd be something like that you would enjoy like maybe a gig even a night out something. But your enjoy fee would be a bag of clothes. That you would just have to donate, what do you think about that? Silence Alex: Would it be a certain amount you’d have to give, could you get in if you wanted to donate a top? Jodie: no it’d have to be bag of clothing, cos it’s an entry fee.. Alex: Cos I know that, shops do this thing where you take a bag of clothes and you get a voucher for it. Jessica: H&M have started doing it. Where you take a bag of clothes and you get a five pound voucher. Alex: In other shops though, you have to take a bag that weighs like 5 kilograms. Jodie: It is a lot of clothes to donate for an event but we’re talking like I mean we haven’t sorted out weight or how much people would have to bring. The concept is you couldn’t just be like oh here’s a top I get to go and see like I dunno some famous dj. It could even be a day festival, for a day. But you would have to go with a bag. Jessica: I think it’s a good idea Jodie: But would you do it Jessica: Id do it…..if I had the clothes to donate. But how do you regulate that. Like….do you bring a carrier bag, bin bag etc, someone could bring like a dinning room table cloth which is one bag and like someone could bring all clothes and it’d be the same?!

Jessica: But how is that, I dunno, I feel like … Alex: That’s not fair Jessica: Yeah not fair. Alex: Sly Jessica: Cos when, when you say to someone it your entry people are, will actively go and fish out clothes they don’t wear to get into this gig or festival. But when people are doing that… that’s when it starts to get into the kinda like…oh its not fair if I donate 2 pairs of jeans a top a pair of shoes and some shorts and someone else has like donated…. Alex: Bedsheets.. Jessica: Yeah or even a dining room table cloth. Jodie: Yeah ok I mean, yeah I see what you’re trying to say ok Jessica: Cos you don’t think like that when you’re just donating to c charity shop or whatever, because you’re not getting anything back. Jodie: But you see its got to be worth it. Jessica: Yeah Jodie: Ok yeah that’s cool, Lauren what do you think about that Lauren: Erm yeah I think it’s a good idea Jodie: You think it’s a good idea? Would you do it? Lauren : yeah! Jodie: Would you all do it? All: Yeah Lauren: Think it’s kinda like, it’d be good in student cities, because students don’t really have any money. Jodie: That’s exactly who we are targeting

Lauren: but then it would have to be something everyone would want to go to for that amount of effort. And students are lazy! Alex: Yeahh, to donate a bag of clothes its got to be worth it. Lauren: But to get like a festival for the weekend you’d probably have to donate a lot of clothes. So would it just be like…. Jodie: Well we’re thinking like a day festival or… Alex: A night out or whatever Jodie: Yeah, like if it was in Nottingham it could be in like rock city or a travelling uni event so it’d go from city to city. Like you know when traids coming to your uni as it will I dunno have a good line up and there might be like one big one in Leeds or something. The uni erm would also be competing for how much they donate as Nottingham Trent is pretty poor at it…would that be something you’d do. All: Yeah Jessica: That’s funny aha like a competition Jodie: yeah! Alex: Could do it twitter or something… Lauren: Yeahhh Alex: Though the event night thing is the best Idea, or the one id do anyway Lauren: Same Jessica: Yeah, but after the details had been like clarified Jodie: yeah? Cool, well we have one more idea to put past you. Which is at festivals at the end of it we’d have a tent like near the exit where you can come and give all your like muddy ruined clothes and also like your tent and anything else. But you could give it to traid and you’d get I dunno like a free tote bag and also there would be a tent which would sell all like traid stuff that’d been donated. And we’d wanna work much more closely with festivals like potentially have you guys win tickets and also as traid is like a charity…yeah Jessica: Well people already come around and collect the tents at the end…..like a charity already does that.

Jodie: yeah its more like at the end of a festival you look in your rucksack and go aw no all of this is ruined there is no way I can ever wear these again and instead of like throwing them away, you just donate them. Would you guys do that? Jessica: Its like…it’s a good idea. But I probably wouldn’t do it. Because I’d probably just take my clothes home and wash em. Alex: Yeah I was gonna say I probably wouldn’t ruin them enough to wanna donate them Jodie: ok Alex: Because for a festival you buy like all new clothes Lauren; Yeahhhhh Jessica: Yeahhhh Lauren: cos you always wanna look good Alex: yeah so I wouldn’t ruin them. Like I wouldn’t buy something new, just to then get it muddy or whatever and then donate it. Jodie: What about the second hand clothes store idea, if there was like a stand there’s. Would you buy anything from it. Like vintage stores. Lauren: Yeah Jodie: So you guys buy vintage clothes at festivals? Jessica: Yeah they have them.. Jodie: But would you buy from there…. Alex: I personally wouldn’t buy from there. Jessica: Yeah that’s the thing I’ve always looked in there and thought aw yeah but you don’t like…..go to buy clothes. Unless its freezing and you haven’t bought a jumper you’d like buy it from there. But that’s only if you need to. Jodie: ok cool. The last thing is…how do you guys normally donate clothes? Jessica: I just clear out every now and then. Just in one of those bag things that they collect. Lauren: I put stuff on ebay Alex: Same, I do the bag thing as well

Lauren: Oh yeah me too. Alex: When I get a bag through the door it actually makes me think oh yeah I need to have a clear out. Jodie: What charities use this concept? Alex: loads Jessica: Oxfam Alex: Marie curie, heart foundation, Oxfam…oh wait you said that. Jodie: Cool well thank you so much for your time ladies.

FASHION FOCUS

Get the

It’s the Revive vibe Cast-offs given a new lease of life

Cameron Diaz a her film premier

When it comes to upcycling, Nottingham’s students have bags of ideas, says KATHERINE TAYLOR WHAT happened when 100 fashion design students got their hands on a load of Oxfam’s cast-offs? Creativity, that’s what. The first year students, from Nottingham Trent University’s fashion and design courses, collaborated with the charity and the result was REVIVE – a fashion show held at the Pitcher & Piano bar where their creations were modelled. Thirty-two groups of students worked in teams of three on the project, which aimed to challenge the notion of throwaway fashion. Each team received a bag from Oxfam, bursting at the seams with a higgledy-piggledy collection of unwanted knitwear, denim, suits and shoes, to which they gave a new lease of life by ‘upcycling’ (or reinventing an old or unwanted item into something new and better) them into wearable outfits. The evening event drew a packed audience and featured live music from the NTU Music Society, a catwalk show, an Oxfam stall and raffle. Eleven models took to the catwalk with bags of attitude in every stride, showing about 45 different garments all made by the students. The event was organised by fashion communication and promotion student Jemima Wilson, 19, who worked with seven other first year students: Hannah Walker, Katie Ford, Georgina Korrison, Talilla Henchoz, Emily Hindmarsh, Kristen Guthrie and Harriet Dunn. She said: “REVIVE was an amazing opportunity to produce a large-scale fashion event. It was exciting to showcase such an array of creative talent. “The event proved that second hand clothes offer us endless opportunities to be more inventive with the items in our wardrobes, while also limiting our impact on the environment and supporting local charities. “The evening was a big success, both for the students involved as well as for Some of the Oxfam.” designs from the If you like the look of the fashions the show. All pictures students created, then pop along to the by Elspeth Van Der Oxfam shop in Goosegate as the Hole. garments are being sold there. Be quick though – a number of the designs were so popular they were reserved on the night. Here some of the design students talk us through their outfits...

WEEKEND

May 19, 2012

Student Pam Ritchie, 25, modelled her own creations from her team’s theme of the film Brighton Rock. “We took inspiration from 1960s films, adding a little twist,” she said. “We wanted to create a playful concept, reminiscent of the seaside. “We began by making a mini skirt from a pair of trousers, adding at the back some purple moc-croc straps from a bag to add a point of colour. “On my shirt, we took off the collar and cuffs, dyed them a different colour, then sewed them back on. “We reworked a jumper by reversing it so the back became the front. We removed the hem, shortened the garment, then reattached the hem once more. We then hand-sewed on a scattering of shirt buttons around the shoulders. “I really enjoyed the project and would like to do more upcycling. “When we collected our bag from Oxfam, we had no idea what would be inside it – it was really exciting. Any items we didn’t use went into a swap shop among the teams so nothing was wasted – teams began striking bargains with each other! “As a designer, it’s important to remain selective about your materials and make your outfit wearable, if that’s what you want. I love fashion as it lets you be creative every day.”

The White Shirt, £70 Mary Portas for House of Fraser, Victoria Centre.

Designer Aimee Dunn (modelled by Becky Jukes): “Our trend was called ‘painting the city with urban tradition’. The concept was based on a girl who was sick of her everyday life in the concrete jungle so she travelled to a small town called Guatemala in Mexico. “Walking through the markets she was amazed by the vivid splashes of pattern and colour so she purchased a heavily patterned bag as a souvenir – this bag was our main inspiration. “To bring some of the traditional Guatemalan culture into everyday city life, we used traditional prints in the form of graffiti, bringing bright splashes of colour to make the clothing stand out. “Our original items included a long black velvet skirt, an orange hoodie, a white shirt, a patterned shirt and a pair of jeans. We re-worked the garments, dyeing and printing over them several times, then we got inventive by turning the shirt into a pair of baggy trousers. “We wanted to use vivid splashes of mis-matched colour to make our garments stand out like graffiti does on a wall.”

Visit our website www.thisisnottingham.co.uk

NEP-E01-S2 EP01

Designer Hannah Martin says of her creation (modelled by Adele Walker): “The trend our team created is called ‘granny grunge’. Our inspirations came from festivals we’ve been to, combined with the idea of eternal youth. “We had quite a few items in our bag which didn’t initially fit into our theme so we incorporated them as base garments, dying the non-polyester pieces or layering lace on top of them to create the final look. “The contrast between the floaty, lacy fabrics that we’ve used for the kimono and the shorts creates a feminine feel, while the chunky footwear stopped the whole outfit looking too girly – they toughened it all up.”

NEP-E01-S2 EP01

Designer Monika Lodhia (modelled by Alanna Deigham): “Our project started off with different ingredients from each member of our group: a photograph of an object to suggest silhouette, styling and detailing, a colour palette, an image from a film, a personal photograph of cultural tradition or an iconic landmark. “We added the selection of items from the Oxfam bag and chose a theme of ‘tradition and futurism.’ “We made a long maxi-skirt into the red dress and a pair of black shorts became a black skirt. We carried the colour through by incorporating a black leather bag into the dress to give it structure. This part was inspired by an image of a robot, representing the clean-cut panels. “Then we took a beige knitted cardigan and transformed it into a gold knit top. This was inspired by an image of my grandad who used to make Indian gold jewellery – the colour gold is dominant in Indian culture.”

Visit our website www.thisisnottingham.co.uk

The Revive collection is a collaboration between Nottingham Trent Students and Oxfam. The fashion design students bought second hand clothes from Oxfam and transformed them for a fashion show where the remade clothes were sold. This is an interesting case study as the clothes produced were similar to TRAID’s remade line.

Eyelet link necklace, £15 M&S, Albert Street.

Keep Me nude court, £65 Office, Bridlesmith Gate.

oWN illustrations Socks: Hannah Walker and Jodie Krage Washing Machine: Hannah Walker and Jodie Krage T-shirts: Jodie Krage Infographics: Charlotte Nichlos Consumer Profiles: Sofia Wareham Logo: Hannah Walker Washing Basket: Jodie Krage Leaflets: Charlotte Nichols and Jodie Krage Canvas Bag: Jodie Krage Mock Twitter pages: Hannah Walker Overall Layout: Hannah Walker Sofia Wareham, Jodie Krage and Charlotte Nichlos Nica Zhou