FASHION REVOLUTION X LITTLE GREEN RADICALS
“Most children grow seven sizes in the first three years of their lives.”
Our Aim • To create grassroots change • To create emotive provocation
94% of Fashion Revolution’s audience is female and only 6% is male…
How do we solve this?
Key Points of Research It is estimated £140 million worth of clothing goes into landfill each year.
Gen Z parents want to be informed and will research to learn where and how a product is made. Members of this generation know how to access information quickly and make purchasing decisions based on eco-friendly factors.
42% of Gen Z parents considered being eco-friendly is the most important factor when purchasing products, compared with 34% of older millennials and 33% of younger millennials.
• Fashion Revolution has teamed up with organic baby clothing brand Little Green Radicals, so used baby grows can be sent over to India – to help both the environment and families who need it. •
Employees from Chetna Organic, the cotton producers who supply for Little Green Radicals, will be the lucky families on the receiving end.
Inside… • A photo and a story from your matched family • Information pamphlet with instructions • Stickers • ‘Who Made My Grows?’ sign • Ethical snack sample
After signing up, a recycled box will arrive in the post for participants to put a maximum of 5 100% cotton baby grows in. Other baby clothes can also be added too, if they’re also 100% cotton.
Key Tactics • Instagram advertisements from Little Green Radicals and Fashion Revolution – ‘Swipe Up To Sign Up’ and sponsored posts • Publicity PR activity – send boxes to Instagram influencers • Poster on bus stops and in public spots
• Gen Z parents in the 18-24 age bracket • Have some awareness of the impacts on the environment but want to learn and contribute more • Low-medium disposable income • Enjoys the outdoors
Step-by-Step 1. Fill in online form 2. Receive box and fill with baby grows
5. Family encouraged to pass baby grow on when their finished with it and will receive a guide on how to turn it into compost.
3. Send off using Green Courier
4. After family have received box, participants will receive a QR code to scan to make it a subscription, a letter from the family and a discount code for 15% off Little Green Radicals.
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#WhoMadeMyGrows