Meet Your Maker x Fashion Revolution by Neve McDermott

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MEET YOUR

A E K M R A Fashion Revolution YouTube Series

#MeetYourMaker #WhoMadeMyClothes

74

%

rated ethics and sustainability of a brand of least or second to least importance when buying fashion.

50% rated price as the most important factor.*

1 8

%

don’t customise their clothes, despite taking part in many other sustainable fashion practices (donating, buying vintage, etc). They gave reasons such as they are “not creative” or they “lack the skills” to do so.*

*Results from an online survey answered by 34 members of the target audience

TH E SO LUT IO N

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Utilise Fashion Revolution’s strong social media following to spread their clear mission and manifesto.

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Create content that is less text-heavy and more engaging to appeal to the eight second attention span of Generation Z1.

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Take advantage of Gen Z’s love for YouTube content2, and the growing success of influencer marketing3.

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Introduce Gen Z to a fun, simple alternative to fast fashion which continues to threaten the prospect of a sustainable future.

Rachel Arthur, Forbes.com, 2016

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Kelsey McKeon, Visual Objects, 2019

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Robert Williams, Mobile Marketer, 2020

T E G TAR

T E K R A M

Name: Emma Age: 20 Location: Newcastle Upon Tyne Occupation: University student • A fashionable student with a bustling social life • Influenced by her peers and social influencers • Regularly posts on social media and feels pressure to be seen in the latest trends • Buys cheap fast fashion due to a limited student loan budget, but doesn’t think about (or know) how harmful the industry is • Loves customised and custom made clothing but doesn’t think it’s possible to alter her old clothing herself • Considers herself “uncreative” and thinks that sewing takes too much time and effort • Loves watching YouTube and streaming TV online, and follows her favourite personalities on social media

MEET YOUR MAK ER U R MEMeet ET YO Your K ER MAMaker

YouTube Series

A game show in which self-proclaimed ‘uncreative’ influencers and well-known characters take part in a challenge to transform their old clothes into a brand new customised outfit, using only basic craft tools.

Outcomes could be particulary good (or comical), both entertaining the audience and proving that customisation can be low-effort and really worthwhile.

ST R ATEG IC

OB JECTIVE S

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Question buying habits

Change consumer mindset

Encourage grassroots action

by spreading awareness of Fashion Revolution’s mission throughout the series.

by presenting easy methods of clothing customisation that the audience is able to do themselves.

by giving viewers the chance to enter the challenge with their friends or societies.

TACTIC S

O R O M P S O VIDE Two short promotional videos to link to the idea of ‘uncreatives’ being creative. Using humour to grab initial attention, then to be followed by preview videos of the series in the build up to the release date.

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Production & Promotion Influencers are contacted and YouTube series is produced, followed by a build up of promotion (poster and videos)

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#MeetYourMaker Competition

Series to begin two weeks before Fashion Revolution Week to build awareness

Competition to take place during Fashion Revolution Week and shared on social media using the hashtag #MeetYourMaker

YouTube Series

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Winners Chosen The week after, best outfit wins a free year of YouTube Premium and runnersup receive Fashion Revolution’s fanzine

E M E I L N I T

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