THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD: THE Z STANDARD:
ISABELLA NEWTON N0563043 FASHION COMMUNICATION AND PROMOTION FASH30108
EXPLORING HOW GENERATION Z CAN INFLUENCE THE FUTURE OF SUSTAINABILITY.
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CONTENTS:
EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN V GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z EN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GEN Z GE Z GEN
01
Introduction
02
The new consumer
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Harnessing the power
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Creative concept
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Route to consumer
Preface Introduction
Development in the industry The new generation Contacting the new consumer The rise of tech
The problem and big idea The market sector The consumer
The creative idea Visual inspiration Brand guidelines
Aims The marketing idea The plan Finance and costings Measuring success The future
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01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION 01: INTRODUCTION
FIG.1 - Fast fashion, 2018
Fast fashion is a term that is commonly recognised, but most people tend to ignore or quickly forget about it. This is easily done, since we, as consumers in the Western world, do not see the detrimental effects that our buying habits have on the world. I believe this needs to change; with ‘the top fast fashion retailers having grown 9.7 percent in the last 5 years’ [Greenpeace, 2016], it’s a pressing matter that needs to be addressed. Consumers need to be made aware of the environmental and social effects of their actions, in order to create a positive shift in consumer attitudes, as it is only then, that a large scale change can occur.
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THE INDUSTRY: THE INDUSTRY: THE INDUSTRY: THE INDUSTRY: THE INDUSTRY: THE INDUSTRY: THE INDUSTRY:
Fashion is the second most polluting industry in the world and cheap fashion carries a high human cost, but we, the consumers, have the power to change this.
FIG.2 - The effects of Fast fashion, 2018
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Fast fashion has become an integral part of our lives, it encourages disposability and the throw away culture of the Western world. Yet the industry is still focused on moving faster. I believe this needs to change and I am not alone in this thought. According to Maxine Bedat, “consumers are reaching their limit. While the pleasure of cheap fashion is neurologically very real, consumers are equally experiencing the mental exhaustion from the accumulation of all of this cheap clothing.…..We have a broken system and a consumer that is hungry for change”. [Maxine Bédat, co-founder of Zady,2016]
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“TEN THINGS TO KNOW ABOUT GENERATION Z 1. They’re ambitious, engaged and want to change the world. 2. Unlike Millennials, they’re a mature and conforming bunch.
THE NEW GENERATION: THE NEW GENERATION: Generation Z (Gen Z), defined as people born between the mid 1990s and mid 2000s, comprise a quarter of the population in the UK and are pinpointed as the next key consumer. They are going to be the next generation of spenders and they are very different from the generation before them. A report by J. Walter Thompson intelligence revealed that “Gen Z held progressive views, are ethicallyminded and digitally savvy.” [J. Walter Thompson 2015], whereas Millennials are seen as being collaborative, tolerant and passionate about their values. At the present time most brands are still targeting their marketing towards Millennials, and although they currently hold the majority of the spending power, this will soon shift towards Generation Z who expect a lot more than the generation before them. Brands need to be honest and transparent to impress this new generation, and marketers should start to get to know this new consumer.
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They’re already plotting their future career. 3. Fame and fortune isn’t on their agenda but having a positive impact on the world is. 4. Don’t keep them waiting – they want things now. 5. They’ve got food on their mind - it’s their second favourite thing to spend money on after clothes. They’re also interested in healthy food and check food labels. 6. YouTube is their go-to channel. Whether that’s to watch music or check-in with their favourite vlogger like Zoella, it’s where they spend huge swathes of time. 7. Having grown up with Facebook, Google and YouTube, they’re digital natives and literate in all things social media. 8. They make up a quarter of the UK population and have huge spending power. 9. Gen Z love to stand apart, meaning they’ll scour the web for unique brands from all over the globe. 10. They want to create – whether that’s code, a new website or their own label. They’re a bunch of doers.” [Campaignlive, 2017]
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THE RISE OF TECH:
FIG.3
THE RISE OF TECH: THE RISE OF TECH:
FIG.5 - Society tied to a chip, 2017
FIG.3 -The Rise of Tech infographic, 2018
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The world around us is full of new and exciting developments, from ‘Amazon Alexa’ to ‘Babel Fish earbuds’ (designed to translate conversation in real time). Technology surrounds us in everything we do, and many say we can’t live without it. “The digital revolution is transforming industries, reimagining careers, and changing forever the way we create and do things” [Hegarty, 2014]. Gen Z have been surrounded by technology since birth and this is the key thing that separates them from any other generation. They are ‘digital natives’ and are social media fluent. This digital shrewdness combined with a rise in development of ethical fashion apps such as ‘Good on You’ (an ethical shopping app which provides the consumer with easy access to information on a brand’s ethical standing) means that consumers can access a wealth of information on brands and organisations, making it far easier for them to shop more sustainably and ethically.
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This leads to the question that “if the fashion industry cannot continue as it is, how can we as a society proceed?� How can brands harness the power of this new progressive generation to create a more sustainable future? And how will Generation Z impact the future of sustainability within the fashion industry? 10
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02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER 02: THE NEW CONSUMER
“THINGS HAVE A PRICE AND CAN BE FOR SALE. BUT PEOPLE HAVE A DIGNITY THAT IS PRICELESS AND WORTH FAR MORE THAN THINGS.” [The human thread campaign, 2017]
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A DEVELOPING INDUSTRY:
Fashion players accelerate time from design to shelf. Average time to shelf In weeks
FIG.5 - From design to shelf, 2018
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5
FIG.6 - A developing Industry, 2018
2 Traditional
Asos
Zara
1 Boohoo
Missguided
The fashion industry has always had a focus on speeding up production processes and seasons, however in recent years, greater awareness within the industry is making people start to question this process. Brands and consumers alike are taking an interest in the dark side of the fashion industry with documentaries such as ‘The True Cost’ bringing the consequences of our consumeristic lifestyle to the forefront of peoples minds. As Stella McCartney once said ‘Fashion is getting away with murder’ [Stella McCartney,2016] and finally people are starting to take notice.
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“We need long term solutions leading to better jobs not short term actions leading to factory closures” [Fashion Revolution, 2017]
Since the terrible incident of the Rana Plaza collapse in April 2013 [see appendix], which bought issues of worker’s safety and the human cost of fast fashion to the world’s attention, there have been some small but significant changes within the industry. Brands and production companies have started to make positive changes, ‘Out of 3,508 factories identified as exporting clothing from Bangladesh, almost 75% have gone through building fire and safety assessments. As a result, 35 factories have been closed for failing to comply with structural integrity standards.’ [Srinivas Reddy, Bangladesh director for the International Labour Organization (ILO) says]. As well as this, since the collapse of Rana Plaza, some brands have made pledges and commitments to make changes to their practices. In 2013 70 signatories, including retailers led by fashion giant H&M, signed the ‘Accord on Fire and Building Safety in Bangladesh’ which is a contract
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developed by international and Bangladeshi labour unions. The brands who signed this agreement are now bound by a 5-year contract that requires factories producing clothing to undergo independent safety inspections and make upgrades to adhere to uniform standards. Some brands such as Walmart and Gap were reluctant to sign and so instead signed a separate plan called ‘the Alliance’. This is an industry influenced safety plan for Bangladesh workers, which over 29 companies have signed. Although these seem to be significant achievements in terms of moving forward, it must be said that most of these have only been voluntary codes of conduct and so have no real enforcement value. What’s really needed to make make a significant change to the industry is long term, enforceable commitments between brands and suppliers, in order to create job security and safer working conditions for the factory workers.
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FIG.7 - The response, 2018
The Rana Plaza collapse has also inspired the formation of many charitable organisations, including ‘Fashion Revolution’ and ‘The Human Thread Campaign’. Speaking about why she decided to found ‘Fashion Revolution’ Carry Somers said “The Rana Plaza catastrophe was a metaphorical call to arms. The idea for Fashion Revolution Day literally dropped into my head in the bath a few days after the 24th April. I could so easily have stayed soaking in my hot bath and ignored the idea, but it seemed like a good enough idea to act on.” [Carry Somers, 2012]. Both of these charities aim to promote sustainability in the fashion industry through creating awareness of pressing issues such as the exceedingly low wages that most garment workers are paid. For
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example, in Bangladesh the minimum wage that most garment workers get paid is only 18% of the average living wage in the country. Meaning they are simply not getting paid enough to afford the basic necessities and to survive. Through these charities more people are finding out about these shocking issues and are taking a stand. ‘Fashion Revolutions’’ successful hashtag #whomademyclothes encourages consumers to question brands on their production practices, and these brands are starting to take notice. During fashion revolution week in April 2017, there were 533 million impressions of posts using the hashtag. This is a step in the right direction for the fashion industry but still a lot more can be done.
FIG.8 - Brand responses, 2018
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“For many of our customers, tampons, panty liners and sanitary towels are essential products. However, the cost of buying them every month can add up, and, for many women and girls, it can be a real struggle on top of other essential items. That’s why – as a little help for our customers – we are reducing the cost of these products by 5 per cent.” [Michelle McEttrick, Tesco’s group brand director, 2017]. FIG.9 - IKEA mock-up, 2018
Lately, many brands are starting to think more ethically in terms of their business approaches. Larger brands such as Ikea are deciding to partner with ethical or socially conscious start-ups. Ikea is achieving this through creating incubators which provide advice, accommodation and loans for these new brands. As well as this, some retailers are using their businesses as platforms to advocate on their consumers’ behalf. For example, Tesco recently announced that it had started to cut the price of tampons and other sanitary items to cover the increased V.A.T. charges. Although this will only really benefit United Kingdom consumers directly it is an example of how large companies have the power to start a trend which will hopefully influence others to follow suit. Both of these are examples of how small changes to a company’s approach can have significant changes in terms of how the brand is perceived and also on how they impact the world around them. There is of course a chance that these brands may just be paying lip-service to these ideas, and starting these small initiatives as a ploy to change customers perceptions of them.
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FIG.10 - Gucci meme, 2018
In October 2017, Gucci announced that they had hired a shadow committee of under 30’s to help them with key decision making within the business. They hoped the committee would give a new, fresh perspective on issues, and would help the company make more ethical decisions through suggesting different production processes. The committee has already had positive effects, as through their suggestion of changing the cutting process the company has managed to cut down excess waste when cutting leather for its bags. This idea of working with the new, younger generation is a good way to get younger consumers on board with a brand, as they feel the company is working on issues that matter to their generation, such as making the business more ethically sound. As well as this Gucci has also recently decided to scrap fur claiming “It’s not modern… It’s a little bit out-dated,” [Marco Bizzarri, chief executive of Gucci, 2017], many believe this decision could be based on its new younger client base, and their progressive views.
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“Garment workers typically earn between 1-3% of the retail price of an item of clothing. If a t-shirt costs £8, the worker who made it receives 24p at most. To double this wage would only be another 24p.” [Labour behind the label, 2017]
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FIG.11 - Pepper Rocks ban on straws, 2018
FIG.12 - The war on plastic, 2018
The environmental effects of the fashion industry and our consumerist culture can be seen throughout the world. From water pollution, energy consumption and green house gas emissions created during the production process, to waste clothing, land-fill and the presence of micro plastics in man made polyester fabrics that leach out during washing and when dumped, the list is endless. The ‘Great Pacific Garbage Patch’ is a prime example of this degradation caused by consumers. “The Great Pacific Garbage Patch is a soupy collection of marine debris—mostly plastics” [The National Geographic Society, 2018] and it spans from the West coast of America to Japan. It is almost entirely made up of bits of plastics called ‘microplastics’. This is due to the fact that single use plastics are non-biodegradable, and so continue to float in the oceans, only breaking down into smaller pieces. Around 80% of this debris comes from North America and Asia. Scientists and explorers agree that the only way to help this issue is through “limiting or eliminating our use of disposable plastics and increasing our use of biodegradable resources.” [The National Geographic Society, 2018].
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Over the past year there has been a steady increase in news coverage of the single use plastic issue. The enforcement of the 5p bag charge started the conversation which has developed over time to cover issues such as plastic straws and single use plastic bottles. There has been a positive response to this increase in media coverage. For example, The Queen has banned the use of straws in all Royal residences (including café outlets), larger food chains such as Pizza Express are choosing not to serve straws unless specifically asked for, and closer to home, in Nottingham, bars and restaurants such as Pepper Rocks, Wagamama, Tier and Wetherspoons have all banned straws (offering re usable alternatives). As well as this 2017 saw a rise in the amount of beach clean events happening across the United Kingdom, ‘The Great British Beach Clean’ reported that “Just short of 7,000 volunteer beach cleaners picked up 255, 209 individual pieces of litter from 339 beaches” in 2017 this is an increase from “just short of 6,000 volunteers” in 2016 [The Great British Beach Clean report, 2017]. This shows the public are starting to stand up and take action on issues that matter to them.
NO THANK YOU NO THANK YOU NO THANK YOU NO THANK YOU NO THANK YOU NO THANK YOU NO THANK YOU NO THANK YOU
FIG.13 - Who Made My Dress, 2018
This chapter aimed to highlight the various issues associated with the fashion industry and today’s instant consumer culture. It illustrates a growing awareness both within the industry and amongst consumers about some of these problems and shows how some small progressions in terms of sustainability have already been made but also demonstrates how much more can be done by both brands and consumers to ensure a more sustainable future. 26
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FIG.14 - The new generation moodboard, 2018
THE NEW GENERATION:
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“People talk a lot about this generation having a short attention span. That’s exactly what grown-ups say when they don’t understand something. This audience are extreme navigators of superior efficiency. They are machines at knowing what they want. They are highly sophisticated decision makers. They are efficient and marketers and brands need to catch up with that.”
At Marketing Weekly’s panel talk at Cannes Lions Festival in 2016, the many preconceptions of Generation Z were examined. They discussed how many people believe that Gen Z are glued to their phones 24/7, and how others think that they don’t understand hard work. But this is far from the truth, they are a driven and competitive generation who understand that hard work is the only way to succeed, and even though they have short attention spans they can still achieve great things. Generation Z are the active, not passive generation. They have been earmarked as ‘the activist generation’ with “An estimated 58% of 18 to 24 year-olds voting in the 2015 general election” [British Election Study, 2016], up from 38% in 2005, this shows just how politically active and aware they already are, and shows great promise for the future. This political interest is something that brands could tap into when trying to market to this generation.
FIG.15 - Political turmoil, 2018
[Mimi Turner, marketing director at The Lad Bible.]
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OF OLDER RESPONDANTS
33%
FIG.16 - Eco-friendly infographic, 2018
62%
OF GEN Z RESPONDANTS
As well as being politically aware they are also extremely socially aware, with “85% of Gen Z customers choosing eco-friendly products over those that are not.� [WGSN, 2017]. This statement was supported in my primary research survey (See Figure 11). This shows a significant increase between generations, and shows a key insight into the thoughts of Generation Z, they are particularly socially conscious and this affects their buying habits. However, there is often a difference between what consumers say and what they actually do, so I decided to research this further and from my Instagram survey I found that 70% of Gen Z actually own an eco-friendly product, which is still a very high percentage. Nevertheless, it must be said that one of the key factors limiting this generation is money. Since they are living on a student budget, they often find that their actions cannot always match their views, and their sustainable lifestyles are sometimes compromised.
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SAID THEY WOULD CHOOSE ECOFRIENDLY PRODUCTS OVER THOSE THAT ARE NOT.... 33
“Terrorism is to them what the threat of nuclear war was to boomers and older members of Gen X. Instead of armaggedon pamphlets and sirens, they have airport security, metro lockdowns and constant warnings to report suspicious behaviour. They have grown up with images of mass murder – in universities, nightclubs, army barracks, trains, buses, museums, cafes, beaches and city streets – and therefore have everywhere to fear. In some senses, this is Generation Terror.” [The Guardian, 2016]
FIG.17 - The pressures of a generation, 2018
Growing up through political, economical and social unrest has made Generation Z more resilient then ever. They are more financially conservative than the previous generations with “At least 64% of Gen Zers having said they have their own savings account, as opposed to 51% of older savers.” [The Centre of Generational Kinetics study, 2017]. Research from my own Instagram survey backs up this point, as it revealed that 81% of Gen Zers claim to have a savings account. They fear debt and think about stability and their future, having seen the people around them suffer financially they choose to plan for their lives ahead instead of squandering their money now.
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Whilst Gen Z are known for being glued to their smart phones, in a recent national survey by authors Jonah and David Stillman, it was found that ‘82% of Gen Zers prefer face-to-face communication.� [Jonah Stillman, 2017]. This shows that despite being the first true digital natives they crave for a time before they were born, a pre-digital era, where people couldn’t track your every move and only you knew what you ate for lunch. This is an interesting concept for marketers as they will have to try to create new ways of contacting this younger consumer, perhaps through creating more immersive experiences in store, and more interactive campaigns on social media.
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Selfie, 2017 01001100110011001110001100011000111110001010101010101010101 001010101010101010101011111110000000010 0101001010101010100000110111010101010001010101011010101011010101010010101000101000101000101111010 01100110011001110001100011000111110001010101010101010101 001010101010101010101011111110000000010101 1001010101010100000110111010101010001010101011010101011010101010010101000101000101000101111010100 00110011001110001100011000111110001010101010101010101 001010101010101010101011111110000000010101010 10101010101000001101110101010100010101010110101010110101010100101010001010001010001011110101001100 10011001110001100011000111110001010101010101010101 001010101010101010101011111110000000010101010010 01010101000001101110101010100010101010110101010110101010100101010001010001010001011110101001100110 11001110001100011000111110001010101010101010101 001010101010101010101011111110000000010101010010101 01010000011011101010101000101010101101010101101010101001010100010100010100010111101010011001100110 1110001100011000111110001010101010101010101 0010101010101010101010111111100000000101010100101010101 00000110111010101010001010101011010101011010101010010101000101000101000101111010100110011001100111 001100011000111110001010101010101010101 0010101010101010101010111111100000000101010100101010101010 00011011101010101000101010101101010101101010101001010100010100010100010111101010011001100110011100 100011000111110001010101010101010101 0010101010101010101010111111100000000101010100101010101010000 110111010101010001010101011010101011010101010010101000101000101000101111010100110011001100111000110 011000111110001010101010101010101 0010101010101010101010111111100000000101010100101010101010000011 11010101010001010101011010101011010101010010101000101000101000101111010100110011001100111000110001 00111110001010101010101010101 001010101010101010101011111110000000010101010010101010101000001101110 0101010001010101011010101011010101010010101000101000101000101111010100110011001100111000110001100 11110001010101010101010101 001010101010101010101011111110000000010101010010101010101000001101110101 01000101010101101010101101010101001010100010100010100010111101010011001100110011100011000110001111 001010101010101010101 0010101010101010101010111111100000000101010100101010101010000011011101010101 00101010101101010101101010101001010100010100010100010111101010011001100110011100011000110001111100 1010101010101010101 001010101010101010101011111110000000010101010010101010101000001101110101010100 01010101101010101101010101001010100010100010100010111101010011001100110011100011000110001111100010 101010101010101 0010101010101010101010111111100000000101010100101010101010000011011101010101000101 01011010101011010101010010101000101000101000101111010100110011001100111000110001100011111000101010 10101010101 00101010101010101010101111111000000001010101001010101010100000110111010101010001010101 110101010110101010100101010001010001010001011110101001100110011001110001100011000111110001010101010 01010101 00101010101010101010101111111000000001010101001010101010100000110111010101010001010101011 01010110101010100101010001010001010001011110101001100110011001110001100011000111110001010101010101 0101 001010101010101010101011111110000000010101010010101010101000001101110101010100010101010110101 01101010101001010100010100010100010111101010011001100110011100011000110001111100010101010101010101 00101010101010101010101111111000000001010101001010101010100000110111010101010001010101011010101011 101010100101010001010001010001011110101001100110011001110001100011000111110001010101010101010101 0
FIG.19 - The Depop Aesthetic, 2018
This generation loves vintage, be it retro streetwear, 1970s flares or 1990s roll necks, everyone has something vintage. In my recent survey, into the varying views of generations, 87% of Gen Z respondents said they owned an item of vintage clothing, this is significantly higher than the 50% of previous generations questioned in my survey. As well as this, in a later survey I undertook looking into the buying habits of Generation Z, when asked for their favourite brand, 20% of respondents claimed vintage brands from Depop and vintage stores were their favourite. The rise in popularity of
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vintage has been heavily influenced by the development of online resale sites such as ‘Depop’ and ‘Vinted’. These have become increasingly popular among younger generations with some people making reselling their clothes into a business. Many have a strict buy, shoot, post, sell philosophy, which works as products from big streetwear brands such as Supreme are in such high demand. This fast model of consumerism could be seen as being bad, however it is encouraging the re-use of clothing among young people, and may make many of them think twice before throwing an item away.
CONNECTING WITH GEN Z: “Where millennials were raised by selfesteem-building, optimistic boomers, we were raised by tough-love, sceptical gen xers. At a young age, we were told by our xer parents that there are winners and losers, and that more often than not, you lose. In addition, we grew up during the great recession, so we’re pragmatic, independent and in survival mode when it comes to looking at our future careers.” [Jonah Stillman, 2017]
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FIG.20 - Frida Kahlo, 2018
BE AUTHENTIC: BE AUTHENTIC:
Most brands are currently focusing their marketing towards Millennials, as they are currently retailers largest demographic who hold the majority of spending power. However, brands need to start moving away from this generation to focus on the new consumer, Generation Z. “By 2020, Gen Z will account for 40% of all consumers” [Pete Souter, 2015] and they are going to be more active than any generation before them.
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Gen Z scroll through hundreds of miles of data a day and can instantly spot fake, self-interested marketing. Being immersed in the online world, it is now easier than ever for consumers to find out the truths about brands, they can dig past the Photoshopped images to see what brands really stand for. This means, in order to appeal to this clued up generation, brands need to start being more honest, open and transparent with their marketing, processes and trading in order to gain their trust. As well as being more transparent with their marketing, Gen Z will also expect much more transparency within the workplace. “Gen Z is an incredibly self-motivated generation and they do not want their hands held, although they do want to learn from bosses who are honest” [Sara Radin, 2017]. This attitude links to their progressive feelings towards their careers, having lived through the recession they have seen families suffer, and know they must work hard to be successful. They do not want to blindly follow orders, but instead are interested in understanding their undertakings and favour face to face contact between managers and team members. This could be due to the fact that they have been surrounded by technology their whole lives, and therefore crave face-to-face, personal experiences.
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“So far the defining issue facing Gen Z today is social equality, with Futurecast data finding that they are getting behind racial equality (72%), gender equality (64%) and sexual orientation equality (48%).” ALIGN WITH THEIR VALUES: They value diversity. Companies should therefore promote inclusivity within the workplace in order to attract this new generation. A Bridgeworks study found that “50% of Gen Z see gender as a career obstacle, while 90% want more female leaders in the workplace.” [Sara Radin, 2017]. This was backed up with research from my own survey on Instagram, which showed that 72% of Gen Z respondents see gender as a career obstacle. This shows that the generation deeply care about this issue of diversity, and so therefore would avoid brands that are biased and sub par. Being a particularly politically active generation, Gen Z also care about a brand’s political views, and many would even boycott a brand if they did not share the same beliefs. In my survey into the attitudes of Gen Z 37% of respondents said they would boycott a brand based purely on its political standing. (Especially as) With employment policies becoming increasingly politicised, it is now a more important issue than ever. Brands such as Apple, Facebook and Uber are a good example of this. They are all putting strategies in place to support their current
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[Petah Marian, 2017]
workers against Donald Trump’s administration’s decision to scrap D.A.C.A. (a legislation that allows young undocumented immigrants to work in the U.S.). They are offering transfers to their offices in other counties as well as providing legal aid to the affected staff. As consumers are starting to base their buying decisions on political standing, they are choosing to buy from brands that support their own views as well as brands who support their communities. An example of a company supporting communities is, Starbucks who “has pledged to open 15 cafes in underserved communities by the end of 2018 as part of its social-impact agenda.” [Petah Marian, 2017]. This initiative is already underway in Ferguson, Missouri where they have opened a store that hires local minority and woman owned vendors. Marketers must tap into Gen Z’s desire to change the world. This generation prioritise making a difference, so to market to them effectively, brands must sell them an affordable product that is cause-driven.
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MARKET WITH THEM NOT TO THEM: MARKET WITH THEM NOT TO THEM: MARKET WITH THEM NOT TO THEM: Gen Z value the power of collaboration. This could be due to the fact that Generation Z are a very self-taught and self-motivated generation, and so they see collaborating as a way of broadening their skill-set. Brands can harness desire for collaboration, and use it to their advantage. Through the creation of a social media campaign, and an actionable hashtag, it enables interaction with the consumer. The creation of shareable content on social media is also a valuable marketing tool, as it helps the consumer feel part of the brand, whilst creating advertising for the brand at the same time. The use of social media competitions is also beneficial when targeting this generation. For example, a competition to name a new product, enables the consumer to feel part of the brand and also feel as if they have contributed to and
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collaborated with the brand. A good example of a brand using a competition to connect with the Gen Z consumer is J.W.Anderson, who recently launched a competition asking 18-30 year olds to take a series of photos to be used for its new campaign. “Fundamentally, it is about talent giving a chance to talent,” [Jonathan Anderson,2018]. Using advocates is another key way to connect with this generation. It creates a peer to peer marketing strategy, which seems more authentic to the consumer. “Get a Gen Z onside and you’ve got someone who is willing to share your content and recruit their peers.” [Peter Souter, 2017]. This is a simple but valuable tool for brands, that more should adopt in the future.
FIG.21 - Collaborate infographic, 2018
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When, in interviews, I asked 9 Gen Z individuals what their favourite social media platform was, 100% stated it was Instagram with the majority saying it was due to the visual nature of the platform.
SELL WITH PICTURES:
Generation Z often referred to as ‘Gen Vis’, are image led. As consumers they use images to communicate regularly, they use social media daily, and exchange hundreds of photos a day via Snapchat and Instagram. This desire to communicate visually could be a result of their “8 second attention span” [Deep Patel, Forbes, 2017], or 8 second filter, meaning whilst sifting through the wealth of information online, they are drawn to quick visuals rather then written content. Gen Z also highly value video content. A report by J. Walter Thompson Intelligence found that “86% of Gen Z use their smartphones multiple times a day, while 70% watch more than two hours of YouTube content each day.” [J. Walter Thompson Intelligence, 2015]. Therefore in order to market to this generation successfully, brands must start to use video content carefully to encourage buying.
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FIG.22 - Favouring Instagram,2018
SELL WITH PICTURES:
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FIG.23 - Digital Natives, 2018
THE RISE OF TECH:
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“Unlike their fellow digital natives in gen y, gen z takes for granted a world of smartphones, tablets and highspeed wireless internet and instant response. Waiting for emails has never been part of the gen z world.” (WGSN - generation tech report, 2013)
FIG.24 - Internet addiction, 2018
Technology is an ever evolving part of our society, as consumers we are immersed in it, it enhances our lives and in some cases takes over. Generation Z “is the first generation for whom internet addiction is a recognised disorder” [WGSN report, 2013], and although this is far from a good thing, it clearly highlights just how important having an online presence is to the majority of them.
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Generation Z are the most digitally attuned generation to date, for them “There is no separation between online and offline worlds.” [Monster, 2017], they can’t remember a time before the internet and therefore look online first to find anything. When asked “61% of Gen Zers say they go to YouTube to learn how to do “pretty much everything”” [Culture Coop, 2017], this is backed up by my own survey into the habits of Generation Z, where 97% of respondents said they would go online first to find anything out. This demonstrates the significance of the internet in the lives of generation z. Being so digitally aware it means Gen Z have a wealth of information available to them, and so brands and retailers need to be progressive with their marketing in order to attract the attention of this generation.
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Some ethical fashion organisations have decided to harness this need to be online and have used it to do good. Fashion Revolution is a great example of this, they have started to use social media to spread their campaigns, as they feel “social media is key for creating a global conversation” [Sarah Ditty, Fashion Revolution talk, 2018]. Their ‘Show Your Label’ campaign has been particularly successful. The campaign urges consumers to turn their clothes inside out with the label showing, then tells them to take a selfie and post it on social media tagging the brand of the item and asking the question ‘#whomademyclothes?’. The campaign aims to raise awareness and trigger people to start thinking about where their clothes come from and who made them. With over 533 million impressions, I think its fair to say it has made an impact.
FIG.25 - #whomademyclothes, 2018
DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES: DIGITAL RULES:
#WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES #WHOMADEMYCLOTHES
COLLABORATION IS KEY: COLLABORATION IS KEY: COLLABORATION IS KEY: COLLABORATION IS KEY: COLLABORATION IS KEY: COLLABORATION IS KEY:
WHEN ASKED IF THEY WOULD BE INTERESTED IN USING THE PLATFORM ‘MEETUP’, 75% OF GEN Z RESPONDANTS SAID YES
“In this group you’ll have the opportunity to learn new sewing skills, hear from the best about sustainable design practices and the fashion industry, and meet incredible, likeminded people, all on your doorstep!”
In recent years there has been a rise in online collaborative platforms and apps such as ‘Googlekeep’, and ‘Slack’. They are useful tools to keep workplaces connected as they allow the sharing of ideas and work. They also allow a more flexible work style, which is something that appeals to gen z. “When it comes to the workplace, Gen Z feels generally positive about the role of technology, believing it makes them more productive and enables them to work from home more often.” [Monster survey, 2017]. Many say that this generation believe in a work life integration, meaning they want the freedom to work whenever and wherever they are most productive, with “80% to 90% of the US workforce saying they would like to telework at least part time” [Global workplace analytics, 2017] it’s a trend that is catching on and businesses need to take note.
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However, this generation also value face to face contact very highly, and online platforms such as ‘Meet up’ are encouraging this trend. ‘Meet up’ allows users to find events in their area that appeal to them, where they can meet like minded individuals and discuss matters that they care about. This sharing of ideas is key, as it inspires the generation’s entrepreneurial spirit, and encourages collaborations. ‘Green is the new black’ is an example of a sustainable fashion group that meet monthly in London through this platform. Companies could harness this desire for offline communication, through incorporating face to face time into the working day. It would allow managers and team members to share ideas and updates on progress whilst also allowing time for everyone to ask questions.
FIG.26 - Meetup infographic, 2018
[Green is the new black, meet up, 2017].
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FIG.28 - Goodonyou screenshot of Zara page, 2018 FIG.30 - Goodonyou screenshot of Reformation page, 2018
FIG.27 - Goodonyou screenshot of homepage, 2018 FIG.29 - Goodonyou screenshot of Patagonia page, 2018
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FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: FROM FOOD TO FASHION: Lately, there has been a rise in the creation of ethical buying apps. This trend has been around for a while in the food sector, with apps such as ‘Buycott’ and ‘GoodGuide’ leading the way. The apps allow users to scan the barcodes of products to see their ethical history, their nutritional value, and also any health hazards the product may cause. They also allow direct communication between consumers and brands, allowing consumers to tell brands why they are not purchasing their product, this makes the consumer feel that they are individually making a difference, which is key at changing consumers buying habits. This desire for consumers to know their foods provenance, could be down to the recent series of food scares and scandals, such as Tesco’s horse meat outrage in 2013 and more recently the Russell Hume meat scandal in January 2018, which have left consumers with the desire to know where their food in manufactured. However, some people may say that this need of knowing could be motivated by the recent rise in the Vegan trend, which has meant more people are concerned about what they are putting in
their bodies. More recently there has been a rise of such apps within the fashion sector. ‘Goodonyou’ is a key driver in this movement. It is an ethical shopping app and also a Google add-on which provides the consumer with easy access to information on a brand’s ethical standing. They provide a 5-star rating system and tell the consumer what the brand is already doing in terms of doing good. The app provides more in depth information on the brands, and also offers alternative brands that are better for the environment. These apps are important for changing consumers’ behaviour, as due to the ease of use and availability of information, it means that the consumer’s mind is jogged every time they go to make a purchase and so may change their buying habits in the long term. This freedom of information on brands, means that they can no longer lie to their consumers, and so hopefully will make them do more in terms of their businesses being more sustainable, in order to keep the consumer onside.
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03: HARNESSING THE POWER 03: HARNESSING THE POWER 03: HARNESSING THE POWER 03: HARNESSING THE POWER 03: HARNESSING THE POWER 03: HARNESSING THE POWER 60
“everything begins with the resolve to take the first step. From that action, wisdom arises and change begins. Without action, nothing changes” [Philosopher Daisaku Ikeda]
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--Gen Z spend a lot of time online and would go online first when trying to find out information or learn a new skill. -They are aware of issues such as the current climate surrounding single use plastics -A large proportion of Generation Z are interested in sustainability, and want to do the best they can in order to help this pressing issue. However, a key barrier for this generation is money, which often limits their lifestyle in terms of how sustainable they can be -As a generation they tend to have strong opinions on issues such as politics and sustainability and expect brands to reiterate their views. -Generation Z individuals would like to see more collaboration in creative education. -There is a rise in apps and online spaces aiming to help consumers to live more sustainably. -There has recently been a rise of online platforms such as ‘Meetup’ helping like minded people to meet up and share ideas. -Big brands are collaborating with small sustainable start-ups. -Brands are starting to collaborate with Gen Z individuals on sustainable issues. -There has been a big push recently on campaigns against single used plastics, and straws. The response to these campaigns has been very positive with many companies and organisations taking matters into their own hands by banning straws for example.
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FIG.31 - The real story, 2018
RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION: RESEARCH EVALUATION:
Taking all of this research into account and seeing as sustainability is such a big issue within this sector and worldwide, I know that I will not be able to make a huge impact on the industry. So instead, I want to make some small scale impacts. Through my project I aim to tap into Gen Z’s desire to change the world and harness their passion. I aim to work with generation Z and brands alike to inspire more ethical and sustainable practices, whilst developing more creative strategies for brands to work by and promoting collaboration.
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THE BIG IDEA: “TO EMPOWER GENERATION Z TO USE THEIR INFLUENCE, AND DEMAND A CHANGE FROM THE FASHION INDUSTRY TO CREATE A MORE SUSTAINABLE FUTURE� WHAT? I aim to create an app which helps like minded individuals connect and collaborate on sustainable projects. It will be a space in which brands and individuals can connect and work on projects, with the aim of creating a more sustainable future. The app will also feature an events calendar, which will showcase all events linked to sustainability in the area.
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WHO? There are two types of consumers who would be interested in my service. The first would be a Gen Z individual aged between 17 and 23. They would have an interest in fashion and sustainability and would be a student in Nottingham. They try to live as sustainably as possible, yet constantly find that their student budget limits them. Therefore, they are constantly looking for simple and easy ways to be more sustainable. The second would also be an individual from Gen Z who has a passion for travel and sustainability. Wherever and whenever
they travel they try to leave a minimal footprint, and believe in leaving places as you find them. They would be a creative individual with a desire to change the world. Therefore, they would use my app to connect and collaborate on issues that they are passionate about. WHY? As I previously stated my consumer is always looking for easy ways to be more sustainable, and I believe through the creation of this app I can help encourage individuals to use their passion to create change. I feel an app is appropriate, as when I conducted my own survey into the views of Generation Z, I discovered that 97% of respondents would go online before anywhere else to find out new information, this shows just how much they value the internet and the online world. As well as this I also feel there is a gap in the market as there are currently no platforms created for the sole use of collaborating on sustainable issues.
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THE MARKET SECTOR: CONNECTING TO ONE ANOTHER SUSTAINABILITY FOCUSED
BROAD FOCUS
MY BRAND
CONNECTING TO COMMERCIAL JOBS
FIG.32 - Perceptual map, 2018
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THE COMPETITORS: My app currently has no direct competitors, however there are a few online platforms such as ‘Chainy’ and ‘The Dots’ that exist for the purpose of helping creatives collaborate on projects and jobs. Additionally, within the field of sustainability there are online hubs such as ‘Fashion for good’ which aim to fund sustainable projects whilst giving them advice on how to progress and succeed. There has also been a rise of online platforms such as ‘Meetup’ which aim to bring communities together through the use of online spaces which encourage likeminded people to meet up and discuss different topics. All of these platforms tend to have very little publicity and very few use social media to spread awareness of their brands, and therefore they are not widely known by consumers. In interviews with my target Gen Z consumers, I asked if they knew of any apps to help with collaboration in or out of University, and no one knew of any, but stated they would be interested in using the service of they knew it was available.
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FIG.33 - SWOT analysis of Reworkd, 2018
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FIG.34 - Porter’s competitive strategies diagram, 2018
COMPETETIVE ADVANTAGE
COMPETETIVE SCOPE
THE USP: THE USP: THE USP: THE USP: THE USP: THE USP: THE USP: THE USP: THE USP: THE USP:
LOWER COST
DIFFERENTIATION
BROAD TARGET
COST LEADERSHIP
DIFFERENTIATION
NARROW TARGET
COST FOCUS
DIFFERENTIATION FOCUS
Using Porter’s ‘Competitive strategies’, my brand falls within the ‘differentiation focus’ sector. This is because my brand has a narrow focus, targeting Generation Z, and also because it differs from others already on the market through the difference in service it provides. There is currently no other brand on the market that focuses on collaboration within sustainability. My app will also feature a sustainable event calendar, which from my own research is something my consumer would find useful. When I conducted in depth interviews with 9 Gen Zers, they all said they would definitely use a platform that published a list of sustainable events in their area.
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“There now more then ever is a need for connection and the sharing of ideas, is there somewhere we can find out about these events all in one place?” [Pins Brown, labour rights and ethical trade expert]
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THE CONSUMER: “In every aspect of our lives we copy each other (or differentiate) ourselves from others in behaviour, clothing, accent and opinion….We start to become who we are through copying each other” [Mark Earls, HERD, 2007]
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FIG.36 - Diffusion of Innovation, 2018
FIG.35 - Gen Tech, 2018
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WHY THE EARLY MAJORITY: Using theory from E.M.Rogers ‘Diffusion of Innovation’ model, I would primarily aim to target the ‘early majority’ in the student community. I would aim to do this through inviting key figures in the student community to my launch event and once there I would encourage the sharing of content from the app. ‘The Mirror Neuron’ theory by Mark Earls suggests that humans have a natural desire to copy each other. Using the ideas of theory, I hope these key figures would have an influence over the late majority of the student community and would help spread awareness of the new service.
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THE ECO TASTEMAKER:
CONSUMER 1: CONSUMER 1: CONSUMER 1: CONSUMER 1:
FIG.37 - The eco tastemaker moodboard, 2018
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For my consumer profiles I chose to study real people with an interest in sustainability, as I felt this would be the most genuine way to depict consumers who would have an interest in my app.
Issi is a third year Fashion Communication and Promotion student at Nottingham Trent University. She is a style conscious 22-year-old, who loves social media. She is a founder of the NTU collaboration and networking society and often attends Fashion Revolution events such as panel talks and clothes swaps. She tries to live as sustainably as possible but finds her student budget often limits her eco-lifestyle, and so she tries to do little things to help the planet such as using a reusable water bottle and boycotting straws. She loves buying vintage clothes from Depop, charity shops and vintage stores, as she likes how she can get branded clothing for cheap prices, whilst also helping the planet by reducing her clothing footprint. She follows accounts such as ‘Trashisfortossers’, ‘Thelastplasticstraw’, and ‘Fashion revolution’ to keep up with all things sustainable, but also likes to keep up with fashion news and trends through accounts
such as ‘Vogue’, ‘Dietprada’ and ‘Dazed’. She’s a Vegetarian, who cares deeply about where her food comes from, and tries to source her food locally when she can. She has an interest in travel, and favours fashion capitals such as New York and Tokyo, however after University she plans to travel to Australia for a few months. (This may not be her most eco-friendly habit, but she tries to make up for it in other parts of her life) Issi would fall into the Early majority on the ‘Diffusion of Innovation’ curve, and so would be my initial target consumer. She would be invited to the launch of the app, and therefore would be among one of the first people to experience and use the app. She would hopefully share its content across social media, and through EWOM would spread awareness of the app across the student community.
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THE CONSCIOUS TRAVELLER:
CONSUMER 2: CONSUMER 2: CONSUMER 2: CONSUMER 2:
FIG.38 - The conscious traveller moodboard, 2018
Jordan is a 21-year-old from Arizona, who has been travelling ever since she left college. She has a strong following on social media and uses her platform to inform others on sustainable issues. She believes in ‘leaving the world better than you found it’, and always tries to stay in the most eco-friendly places she can find. She tends to choose low impact activities and housing whilst abroad, and travels using public transport to lower her carbon footprint. She loves to surf and hike, and feels her most relaxed when surrounded by nature. She has an entrepreneurial spirit and is currently writing a book on ‘how to travel on a budget’. She uses social media to keep up to date with friends and family, and to share stories and images from her travels. She mainly
follows travel accounts such as ‘The planet of Earth’ but also follows accounts such as ‘Plasticpollutioncoalition’ to keep up to date with sustainability issues. She is a vegan and believes animals should be treated with respect, and she often attends beach cleans and protest marches whilst on her travels. Jordan would fall into the Late Majority on the ‘Diffusion of Innovation’ curve, and would hopefully find out about the new app through electronic word of mouth (EWOM). Since she is always travelling she would not be able to use the calendar feature on the app, but would be interested in the collaboration platform, as it is an easy way for her to gain work whilst abroad.
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04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT 04: CREATIVE CONCEPT
COLOUR PALETTE:
FIG.39 - colour palette, 2018
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66% of interviewees favoured this mood board over others.
THE CREATIVE IDEA: To gain the attention of my target audience, Generation Z, I need to make sure my brands visuals appeal to them. From my interviews into the views of Gen Z, I have found that bold typography and bright colour palettes appeal to my consumer. As well as this I have found that Generation Z tend to be drawn to a more lo-fi aesthetic, this could stem from their desire for a pre-digital era. When it comes to tone of voice they are most responsive to relatable, honest and light-hearted brands, who address them as a friend and never patronise them. Brands that are popular among this Gen Z audience tend to have all these attributes, for example “Golf Wang� which uses saturated colours and bold typography to appeal to its audience. Therefore, I will try and align my visuals with brands such as this.
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FIG.40 - creative inspiration, 2018
THE CREATIVE IDEA:
(see other mood boards in appendix) 81
TYPOGRAPHY TYPOGRAPHY TYPOGRAPHY TYPOGRAPHY TYPOGRAPHY TYPOGRAPHY
FIG.41 - Typography inspiration, 2018
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LO-FI AESTHETIC LO-FI AESTHETIC LO-FI AESTHETIC LO-FI AESTHETIC LO-FI AESTHETIC LO-FI AESTHETIC
FIG.42 - Aesthetic inspiration, 2018
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“100% of Gen Z interviewed claimed they would use a platform that published a list of sustainable events in their area.�
100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
FIG.43 - Gen Z infographic, 2018
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FASHION REVOLUTION: WHO ARE THEY?
-Fashion Revolution was founded in the aftermath of the Rana Plaza collapse in 2013. -This horrific event spurred founders Carry Somers and Orsola de Castro to decide it was time for a Fashion Revolution. -They are a global movement who celebrate fashion as a positive influence whilst scrutinising the wrong doings within the industry.
WHAT DO THEY DO?
-They are action orientated. -They are focused on solutions. -They aim to help consumers realise they have the power to create a positive change.
WHY COLLABORATE?
I plan to conduct a collaboration between my brand and Fashion Revolution. They are an established charity, with a strong following, and so I feel this collaboration would be useful, as it will help raise awareness of the new app. Fashion Revolution would benefit from the collaboration as their events would be featured on the events calendar, which would increase awareness. Since the two brands hold very similar values, I feel the collaboration would be harmonious and relevant. I aim to run a series of events in partnership with Fashion Revolution, and I will invite one of their founders to speak at the launch event for my app.
FIG.44 - Who made my clothes?, 2017
“WE BELIEVE IN A FASHION INDUSTRY THAT VALUES PEOPLE, THE ENVIRONMENT, CREATIVITY AND PROFIT IN EQUAL MEASURE” [FASHION REVOLUTION, 2018]
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WHAT WILL THE BRAND BE? Reworkd aims to support collaboration within sustainability. It provides an online hub which allows users to collaborate on issues relating to sustainability. It will also provide a calendar of sustainable events in the area, to encourage face to face interaction between like minded individuals.
FIG.45 - Reworkd mock-up, 2018
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FIG.46 - Reworkd mock-up 2, 2018
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THE NAME:
Reworkd rework
verb [past tense: reworked; past participle: reworked] 1.make changes to (something), especially in order to make it more up to date.
Re-working an industry. Re-working a thought process. Re-working a generation.
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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
FIG.47 - Reworkd Logo moodboard, 2018
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COLOUR PALETTE:
TYPE: IMPACT
Logo designed in collaboration with “Hallmark Design’ agency.
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COLOUR VARIATIONS:
LOGO VARIATIONS:
FIG.48 - Reworkd Logo moodboard 2, 2018
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Logo designed in collaboration with “Hallmark Design’ agency.
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FIG.49 - Reworkd logo mock-ups, 2018
EXECUTION: For my execution I will create a branded app available for smartphone use. Along with this I will create promotional material for my launch event.
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THE APP: LOGIN PAGE
THE APP:
FIG.50 - Reworkd app mock-up 1, 2018
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SIGN UP PAGE
CREATING AN ACCOUNT
Step 1 of 3, creating an account only takes 3 steps. FIG.51 - Reworkd app mock-up 2, 2018
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FIG.52 - Reworkd app mock-up 3, 2018
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CREATING AN ACCOUNT
CREATING AN ACCOUNT
Step 2 of 3, adding skills will help users appear in more searches.
Step 3 of 3, adding interests helps control what appears on the users feed.
FIG.53 - Reworkd app mock-up 4, 2018
FIG.54 - Reworkd app mock-up 5, 2018
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YOUR PROFILE
COLLABORATION FEED
Profiles shows basic information, such as skills, interests and previous projects the user has worked on.
The collaboration feed displays projects that match with users skills and interests.
FIG.55 - Reworkd app mock-up 6, 2018
FIG.56 - Reworkd app mock-up 7, 2018
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COLLABORATION PROJECT
MESSAGES
An example of a collaboration project. Users can save projects, and message the founder to arrange collaborations.
Messages enable communication between collaborators.
FIG.57 - Reworkd app mock-up 8, 2018
FIG.58 - Reworkd app mock-up 9, 2018
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PEOPLE FEED
SAVED PROJECTS
The people feed allows users to search for apropriate collaborators for projects, and the filters allow searching of specific skills and interests.
Saved projects allows users to keep track of projects they are interested in.
FIG.59 - Reworkd app mock-up 10, 2018
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FIG.60 - Reworkd app mock-up 11, 2018
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CALENDAR
CALENDAR EVENT
The calendar features events relating to sustainabilty from a variety of contributers including Fashion Revolution.
An example of an event. Users can contact the event hosts for further details.
FIG.61 - Reworkd app mock-up 12, 2018
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FIG.62 - Reworkd app mock-up 13, 2018
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WHO IS IT FOR? FIG.63 - Be the change, 2018
WHO IS IT FOR? MY BRAND IS FOR ANYONE WHO HAS A PASSION FOR SUSTAINABILITY. Although I will be primarily targeting Generation Z as they are said to be the future of sustainability. In a survey by Masdar, “40% of those surveyed named it (sustainability) among the biggest challenges facing the world in the next decade, ahead of the economy (34%), terrorism (32%), poverty & inequality (29%) and unemployment (29%).” [Masdar,2017] 114
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BRAND GUIDELINES: BRAND GUIDELINES: BRAND GUIDELINES: BRAND GUIDELINES: BRAND GUIDELINES: BRAND GUIDELINES: BRAND GUIDELINES: In Michael Schrage’s 2012 book entitled ‘Who do you want your customers to become?’ he questions where does your brand story take the consumer?
-For my brand I want the consumer to feel empowered. I aim to give them a sense of control and awareness, that they do have the ability to make a difference. -This brand will not be patronising to its consumers, it will support them and encourage them to speak up on issues that matter to them. -This brand will have an open and friendly attitude, with an inclusive approach, aiming to appeal to a wide audience. -This brand will have an optimistic tone of voice, celebrating the positives and never highlighting the negatives. 116
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BRAND ONION: BRAND ONION: BRAND ONION:
BRAND VALUES open
BRAND PROMISE optimistic
trusting
sustainable
BRAND USP friendly supportive
Enabling the consumer to collaborate on sustainable issues with ease.
fair authetic
Encouragement collaborative
honest
FIG.64 - Reworkd brand onion (Kanta’s model), 2018
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FIG.65 - Do Good, 2018
THE THE THE
OF Reworkd: OF Reworkd: OF Reworkd:
An app easily downloaded onto IPhone and Android.
ITunes, the app store, and links are available on the Instagram and Facebook pages.
Through social media campaigns, outdoor marketing, launch event, EWOM and collaboration with Fashion Revolution.
Free to download on Iphone and Android.
FIG.66 - Reworkd download mock-up, 2018
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05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 05: ROUTE TO CONSUMER 122
AIMS: The sole purpose of the campaign is to raise awareness of this new brand and service. The campaign aims to engage with the target Gen Z consumer, and entice them to download the new app. The objectives for the campaign are: -To generate excitement prior to the launch. -To gain daily site traction. -To hit all targets set for download numbers. -To have events fully subscribed in the first 3 months. -To gain 4000 downloads in the first 6 months. -to generate EWOM activity among the target consumers post launch. 123
THE MARKETING IDEA: To create a 9-month Integrated Marketing Campaign (IMC), that concentrates on launching the brand ‘Reworkd’ and raising initial awareness among the target consumer. 124
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THE 5 C’S OF SOCIAL MEDIA FOR REWORKD
CONTENT
-DAILY POSTS -SHARING OF FASHION REVOLUTION CONTENT -MAKE SURE POSTS FIT THE DESIGN RECIPE FOR THE APP -ENCOURAGEMENT POSTS (TO ENCOURAGE SUSTAINABILITY AND COLLABORATION)
CONVERSATION
CONVERSION
-LINK TO DOWNLOAD OF APP (EASILY ACCESSIBLE)
-ABOUT SUSTAINABILITY
-REPLY TO CUSTOMERS -POST INTERACTIVE CONTENT (ACTIONABLE HASHTAGS) -POST INTERACTIVE STORIES (POLLS, LIVE VIDEOS ETC)
TOUCH POINTS: SOCIAL MEDIA Reworkd will use social media to communicate with their consumer, mainly focusing on Instagram but also Facebook, as these are the channels used most by my consumers in my interviews. “Gen Z uses different platforms for different activities. On Instagram, they showcase their aspirational selves; on Snapchat, they share real-life moments; on Twitter, they get the news; and on Facebook, they glean information” [Response
Media, 2017]. Responding to this, Reworkd will aim to have consistent branding and messaging across all platforms, however they will use each channel differently. On Instagram they will post aspirational content and success stories within sustainability and from the apps users, but on Facebook they will post more informative content, with details of the brand, app and events.
COLLABORATION
-FASHION REVOLUTION (SHARE EACH OTHERS CONTENT) -GET UNIVERSITIES TO POST ABOUT EVENTS
COMMUNITY
-LIVE STREAMING SOME EVENTS -SHAREABLE CONTENT -COMPETITIONS -SHARING CONSUMERS CONTENT (COLLABORATION SUCCESS STORIES)
FIG.67 - The 4 C’s of social media, 2018
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COLLABORATIONS Reworkd and Fashion Revolution will work together to create a more sustainable future, through targeting Generation Z, the future consumers. Since Fashion Revolution is such an established and well known organisation, it can help raise awareness of the new brand. Through the collaboration, Reworked aims to gain more traction on it’s social media channels as well as its website and hope to achieve more downloads of the app. Fashion Revolution events will feature on Reworkd’s events calendar, and this will help spread further awareness of them amongst the younger consumer. Both brands will share one another’s content on social media to establish the link and spread the message of a more sustainable future. FIG.68 - Fashion Revolution X Reworkd, 2018
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LAUNCH EVENT The launch event will help create a buzz on social media around Reworkd. Key consumers from within the student community will be invited to the launch event, through the use of personalised invites. This will help form relationships between the brand and these key consumers and will add a more personal touch from the brand. Reworkd will encourage the sharing of brand content by early majority consumers such as Issi, as this will help spread awareness and create intrigue around the new brand. Featuring a Fashion Revolution founder as a speaker at the event will help certify the collaboration, this will also be achieved through the sharing of event content across both brands social accounts. The launch event will be promoted, through the handing out of promotional materials such as branded re-usable straws. This promotion will be targeted at campus’s and also key spots around the city in order to attract target secondary consumers to the event.
FIG.69 - Reworkd water bottle mock-up, 2018
FIG.70 - Reworkd poster mock-up, 2018
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OUTDOOR MARKETING Using outdoor marketing such as posters on bus stops and billboards around campus’s and cities will help create awareness among the secondary (late majority) consumer. I will aim to target student friendly locations, in order to have greatest influence and best chance at reaching my target consumer. Using interesting graphics and design Reworkd aims to appeal to and capture the attention of the Gen Z audience.
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THE MARKETING MIX: Since a brand cannot do everything, Reworkd has decided to focus on the following sections of the marketing mix as these will be most affective at targeting the Gen Z consumer.
Through the launch event and subsequent Reworkd events run through the app. This will be a good way to help build relationships with Reworkd’s key consumers, in a more personal setting.
Through posters, and online adverts on social media. This will be a good way for Reworkd to reach its general consumers, as it has a broad reach.
Through invites sent to key consumers, and flyers (re-usable straws) given out to members of public, informing them of the new app and launch event. This will be a good way to reach the more specific target audience of Gen Z, and will help build initial key relationships with consumers. FIG.71 - Marketing mix, 2018
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3.00pm- She’s a bit hungry so goes and buys a chocolate bar from Tesco (guilty pleasure), and fills up her reusable water bottle at the water fountain. She posts on her Instagram story a video of her friend from across the f library.
6.00pm- She heads home to make dinner (courgetti and salmon), and gets ready for the gym.
2.00pm- Back to the library
DAY IN THE LIFE: ISSI
9.00am- She attends a lecture on ‘the importance of equality in advertisement’, before heading to the library where she meets her friends.
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to work on her sketchbook, while checking Instagram and posting a story of ‘all her work’. She replies to WhatsApp’s from her friends and checks her Uni emails. Whilst Whil scrolling through her Facebook she sees a post about the “trash isles” movement, she quickly signs the petition and shares it on for her friends to see (hopefully they may sign it too).
7.30pm- She goes to her HIIT
class at the gym with her friend before heading home, showering and touching up her make up. Whilst getting ready she scrolls through her Facebook feed and finds out there’s a plastic free market in the Nottingham this weekend, she clicks attending and invites a few of her friends.
9.30pm- She meets her friends at Pepper rocks for a few drinks (she loves the cheap drink prices, and how they have banned straws), she posts an Instagram story tagging Pepper rocks and her friends before adding a funny b GIF.
00.30- Once at home in bed, she scrolls through Instagram one last time and watches her own story through, replies to tagged memes on Facebook, finishes watching an episode of Suits on Netflix, sets alarms and goes to sleep.
11.00pm-She walks home, whilst listening to Tom Misch and scrolling through Instagram to see what her friends have been up to. She opens Snapchat and then closes it again, she feels it has lost lo its edge since the new update.
FIG.72 - Day in the life, Issi, 2018
8.00am- After snoozing 4 alarms she finally wakes-up, quickly scrolls through Instagram and checks the stories before having a quick shower. She chucks on a pair of vintage jeans and a Helly fleec throws on Hansen fleece, minimal makeup, has a small breakfast of muesli with oat milk, before making a coffee in her reusable cup and heading out the door.
1.00pm- After eating her home made salad which she made the night before, she pops to the post office to post a jumper she sold on Depop last night.
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HOW TO REACH THIS CONSUMER:
Issi is a very social person, with a wide circle of friends, and so word of mouth would be a good way to spead news of the app to her.
HOW TO REACH THIS CONSUMER: HOW TO REACH THIS CONSUMER:
WORD OF MOUTH
FIG.73 - Reaching Issi, 2018
SOCIAL MEDIA EVENTS
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Since Issi often checks Instagram throughout her day, Instagram adverts will be a good way to contact her.
Since she often checks Facebook to find events near her, social media events will be a good way to promote to her.
SOCIAL MEDIA
OUTDOOR ADVERTS
Throughout her day she often walks around the city, and so outdoor adverts on bus stops would be a good way to reach her.
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DAY IN THE LIFE: JORDAN
to the sound of monkeys in the trees nearby. She’s staying in a small Airbnb with her boyfriend, 200 metres from the beach in Manuel Antonio. She tries to stay in places with minimal footprint, and this time the Airbnb is solely run on solar power, so no wifi but she feels proud that she’s doing her bit for the environment. (plus a bit of time off grid is never bad)
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9.00am – After quickly chucking on a bikini and a sarong bought from the local market, she has a cup of coffee and heads to the beach. On her way she buys a coconut (known as a Pipa here) (kn from a local trader.
12.00pm- After a hard
morning of sunbathing on the beach she decides its time for lunch and heads into the local village for a light meal of Ceviche Tico (its her favourite). After which she heads to an internet bar for a drink and a quick check of her emails. She doesn’t know what she would do without the internet, it’s the only way to keep in touch with her friends
2.30pm – once back on land she strolls down the beach and notices how much rubbish there is strewn across the beach. Her and her boyfriend decide to do their own beach clean and spend and hour walking up and do gathering rubbish. A few down tourists notice what they are doing and join in, by the end there’s ten of them collecting rubbish. They pose for a picture and go to discard of the rubbish.
1.00pm- Once she’s finished replying to her emails and messages, she heads back to the beach. They decide to go for a quick surf, and rent boards from a local watersports store. She wa loves how peaceful it is, floating on her board out at sea, surrounded by the ocean.
5.30pm- Now it’s a bit cooler she decides to go for a walk down the beach to Ronny’s place, as it’s the best place to watch the sunset. She has a glass of sangria and some chips and pico de gallo.
8.00pm- They walk back to
4.00pm- She heads back to the internet café, she promised she would facetime her friend back in England and its already 10pm there. After a quick call, she checks social media, and posts po a picture of her beach clean triumph from earlier today.
their Airbnb, its so dark by now and all they have is the light of their torch to guide them. Once home they both read their books for an hour or so and drift off to sleep to the sounds of animals over head in the trees.
FIG.74 - Day in the life, Jordan, 2018
8:00am – She wakes up
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HOW TO REACH THIS CONSUMER:
Jordan uses social media as her main connection to her life at home, therefore adverts on social media would be a good way to target her.
HOW TO REACH THIS CONSUMER: HOW TO REACH THIS CONSUMER:
SOCIAL MEDIA
FIG.75 - Reaching Jordan, 2018
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Throughout her day she often checks her emails to keep on top of her freelance projects, and so email will be a good way to keep her up to date with the app.
OWN SEARCHES
She is very interested in the environment and so is likely to conduct her own searches to find new ways to be sustainable. Therefore appearing in Google searches is vital for contacting her.
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THE PLAN: THE PLAN: 142
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PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH: PRE LAUNCH:
Prior to the launch of Reworkd, social media will be key at raising awareness among the target consumers. Instagram will be the main focus, as it is the platform used most by the Gen Z consumer, and so will be the best way to target them. The IMC will start in January 2019 in order to create a 3-month buzz period prior to the launch during Fashion Revolution week in April. This is a sufficient amount of time to build engagement between the brand and its consumer’s. Posters will start to appear around Nottingham city centre in March, in order to create a buzz around the new brand. These aim to target the early majority who have an interest in sustainability, and aim to build intrigue around this new brand. In mid March Reworkd will talk at a Fashion Revolution event, announcing the collaboration between the two brands. This will then be Shared on both brands social media accounts to spread awareness among the consumers. This gives the brands a month to solidify the collaboration before the launch of the Reworkd app. Following on from this a mailing list will be set-up, and a link to this will be placed in the bio of both Fashion Revolution’s and Reworkd’s Instagram accounts. This will enable consumers to be kept up to date with the goings on of Reworkd and will enable them to be the first to know about the launch event for the app. At the end of March Reworkd will contact key influencers from the student community in Nottingham. They will be informed of the new brand, the collaboration with Fashion Revolution, and will be invited to the launch event, via personalised invites in the form of branded re-usable water bottles, with accompanying brand information. The beginning of April will see the promotional materials for the launch event being handed out around campus’ and around the city centre. These will be in the form of branded re-usable straws, as Reworkd felt this would be more fitting with the brands core values then giving out paper flyers. These aim to target the late majority informing them of the new brand and launch event, sparking intrigue and making them start to think about sustainability in more depth.
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Follow Fashion Revolution on social media.
Start to follow key influencers within the target audience. (Key figures in the student community, as well as key figures from within sustinability.)
Start to share Fashion Revolution content (hint to collaboration).
Start to share content relating to sustainability. (On Instagram quotes and imagery, on Facebook share videos from National Geographic etc)
Hand-out flyers (branded re usable straws) promoting the launch event around university campus’ and the city centre.
APR.
FEB.
JAN.
MAR.
Set-up and launch social media accounts. (Instgram and Facebook)
Posters go up around Nottingham promoting Reworkd.
Start to post teaser imagery on social media relating to Reworkd (relating to colour palette, logo, branding).
Collaboration announced with Fashion Revolution announced on both brands social media accounts. (and a Reworkd spokeperson will feature at a Fashion Revolution event announcing collaboration)
Contact key influencers inviting them to the launch event and informing them of the new brand. (through the sending of invites) (start to build relationship).
Adverts start to appear on social media (on Instagram feeds and Facebook side banner ads).
Set up email listings through links on social media accounts.
FIG.76 - Pre-launch timeline, 2018
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The launch event will coincide with Fashion Revolution week which occurs around the 20th of April every year. Therefore, I will plan to run the launch event in April 2019. The event will host one of the founders of Fashion Revolution as the key speaker, this will solidify the collaboration between the brands. During the launch event Reworkd will conduct a take-over of Fashion Revolution’s Instagram and vice versa. They will post live stories and polls in order to interact with their consumers, and give a more personal approach from the brands. At the event Reworkd will encourage the key influencers from the student community to share the event across their social media accounts on their stories. The brands hope to continue this relationship with the influencers after the launch of the event, and use them as brand ambassadors to attend further events. During the launch event the download will be available to attendees, and will be released to the general public the following day.
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FIG.77 - The launch moodboard, 2018
FIG.78 - The launch floor plan, 2018
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The event will be an immersive experience, achieved through the use of a full colour (Reworkd blue) room. - this will hopefully encourage the sharing of the event on social media. The idea was inspired by the work of Gareth Pugh.
Get Fashion Revolution to take over Reworkd’s Instagram for the evening (post live stories and polls).
APR.
Run launch event in collaboration with Fashion Revolution (during Fashion Revolution week).
Download now accessible for all users within the U.K.
At the event attendees will be given a branded ‘Reworkd’ tote bag (made from recycled fabric) - this will hopefully encourage attendees to use this instead of buying plastic bags when shopping.
The event will be signposted by branded Reworkd banners, leading lowards the event. Once in the building the corridors and doors will be solidly yellow, creating a striking, immersive experience leading to the event.
Orsola de Castro (founder of Fashion Revolution) will be the key speaker at the event. This will help solidify the collaboration and will draw more press and attention to the event, as she is a well known and well respected figure within sustainability.
Get key influencers who attended the event to start to share Reworkd’s content across their social media platforms (share event on their stories).
Reworkd take over Fashion Revolutions Instagram for the evening (post live stories and polls).
FIG.79 - Launch timeline, 2018
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POST LAUNCH: After the launch Reworkd will post daily to maintain the buzz around the brand. As well as this they will start to share consumer stories from successful collaborations from with in the app. This will help keep engagement with the consumer high, and will encourage interaction between consumers and the brand. Towards the end of May Reworkd will hold its first monthly event in collaboration with Fashion Revolution, this could be a clothes swap to encourage sustainable behaviours among the consumers. Throughout June, Reworkd will continue to post daily, and will share live stories of any events run through the app, as this will increase the reach of these events. Adverts on social media will continue to appear, to increase download numbers and keep the conversation around the brand going among consumers. Reworkd will also hold open lectures at both Nottingham universities, to raise awareness of the app and to discuss sustainability and what it means to the everyday student. This will hopefully increase download numbers and will create a further buzz among the student community. September will see the end of the 9-month IMC, with one final push of the app in fresher’s week. Reworkd will hold stalls at both universities fresher fairs, promoting the app, and engaging with the student community. Here they will hand out branded re-usable straws which promote the app but also help students realise that with a few simple changes, living a sustainable lifestyle isn’t that hard. As well as this they will also hold a talk event for fresher’s at the universities, promoting sustainability and Reworkd, which will hopefully lead to increased downloads of the app.
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Start to share content of consumer success stories from collaborations on the app.
Hold lectures at both Universities in Nottingham, as well as in some Universities in London (in preparation of the expansion of the app) promoting the app and sustainability in general.
Analyse download numbers. Continue to promote app and events through social media adverts.
JUL.
Post daily on social media to continue to engage the consumers.
AUG.
JUN.
MAY.
Hold first monthly Reworkd X Fashion Revolution event (clothes swap).
Continue to post daily on social media with relevant content (share Fashion Revolution content).
SEPT.
Continue to promote app and events through social media adverts.
Hold a talk event during fresher’s week (promote this at fresher’s fair).
Continue to post daily on social media with relevant content.
Continue to post daily on social media with relevant content. Fashion Revolution take over of Reworkd Instagram (vice versa) to keep collaboration alive.
Hold stalls at fresher’s fairs (at both Nottingham Universities and a select few in London) to promote the app (hand out branded re-usable straws).
FIG.80 - Post-launch timeline, 2018
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MEASURING SUCCESS: MEASURING SUCCESS: MEASURING SUCCESS: MEASURING SUCCESS: MEASURING SUCCESS: MEASURING SUCCESS:
Since the aim of Reworkd was to raise awareness of the new brand and service, the success can be measured by the following: • Initial success can be measured by the amount of downloads that the app gets. (hitting initial targets). • Through the amount of brand followers. • Gaining regular site traction. • Interactions on social media. • Through the amount of people who show interest and attend the events. • Though individuals sharing content on social media related to the app/ service. • Through measuring the amount of interactions within the app. The campaign will be successful if the outcomes are completed and the app meets the target of 4000 downloads within 6 months. Engagement on social media and download numbers will be monitored throughout the campaign to insure they are hitting targets.
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THE FUTURE: THE FUTURE: After the brand is established, within the year I hope to expand the campaign to London. I will primarily target student heavy locations and university campus’, and will focus on increasing download numbers. This expansion will involve creating a separate events calendar for the city of London, as well as location specific settings to the collaboration hub. If this runs successfully Reworkd will expand to other key cities such as Bristol, Leeds, Brighton and Manchester within 2 years. This report has looked into the some of the negative effects of the fashion industry, especially fast fashion, and the detrimental impact of consumer buying habits on sustainability. I have attempted to illustrate how Generation Z have a growing awareness of these problems and, by coming together, they have the power to shape the future of sustainability within the industry. Reworkd is a timely and relevant idea that can help encourage Generation Z to take issues into their own hands and make a difference. It does not aim to solve the problem of worldwide sustainability, but is a start at creating a more sustainable future.
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