Brand Story: The story behind my research is entirely based on the findings in my 10x10, I focused the collaboration on the key characteristics which stood out to me in part 2, being sustainability, materialistic and minimalistic. Overall, sustainability is the key and most important word. As discussed in the 10x10s both brands are seen to tackle the sustainable issue and generate awareness of the hot topic, not to mention how important the issue is to generation alpha. Generation Alpha are the consumer for this collaboration, the messages and story portrayed therefore need to resonate to this cohort. My campaign idea is that the consumer views the garment as though it is their ‘best friend’, they wear the versatile product to a wide variety of occasions and throughout any weather condition. The product is a reliable essential to have in your wardrobe and the consumer always has the product with them, it will have you covered for a lifetime. This campaign would be suitable for generation alpha as they will favour such a versatile product over a one functional piece of clothing. By purchasing such a multi-functional item, it will reduce their consumerism, all in a bid to be sustainable. Not only has the product been designed with sustainability in mind, so has its functions. It was a challenge to design a product which could be both materialistic and minimalistic in one. Yet as these were two key words which resonated with my chosen brands it was vital that they were incorporated and were a big part of the collaboration.
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