“We aim to show that change is possible and encourage those who are on a journey to create a more ethical and sustainable future for fashion. Fashion Revolution strives to be action-oriented and solution focused. Rather than making people feel guilty, we help them recognise that they have the power to do something to make a positive change.” FashionRevolution.org
- Brands and manufactures choose locations due to lowers wages and lack of regulations. More developed countries have such regulations. - Countries such as Bangladesh and Vietnam are heavily used in garment manufacture. They do not have organizational structures in place to hold apparel branch accountable for pollution. Increased regulations will undermine maximise profits.
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UK labour costs are increasing.
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Labour costs in Asia are still lower however factories in china are now turning to areas such as Bangladesh due to rising labour costs in China.
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Online consumer spending for the UK is increasing whereas face-to-face expenditure is in decline. Fast fashion is typically more ecommerce.
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Gen Z are typically over consumers, buying into fast fashion.
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Fashion revolution want to target a new audience, currently have a global audience; under 35, activist and working in fashion.
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We are still much a part of a throw-away consumer culture, fashion is cheap and disposable.
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Active on social media and mass-communication allows for faster communication of issues.
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Technologies has birthed several social movements such as me-too. Similar to fashion revolutions who made my clothes.
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Increasing technological advancements in waste managements, manufacture and recycling material waste.
Marketing to Gen Z Do you prefer to watch or read when taking in information? 80% Watch 20% Read Do you find campaigns become more rememberable when they are interactive? 90% Yes 10% No
*Information taken from poll on Instagram*
Strategic Objectives
To change the consumer mindset to a customizing and keeping mindset.
To create a longterm connection with the ethos of efficiency, resilience and creativity.
To question buying habits. To create a provocation.
To encourage grassroots action.
x 800 MILLION active users. 70% of users are aged 16 to 24 years old. FREE content creation.
CAMPAIGN IN ACTION
We are Fashion Revolution. We are designers, producers, makers, workers and consumers. Taking part in our new Tik Tok campaign is going to encourage you to RETHINK, REWORK and REWEAR fashion. It will allow you to become creative and realise you can still be trendy when reusing clothes. Our challenge is to see who can make the best transformation out of an old garm. Whether this is your own clothing or someone else's we want to see your creativity when creating a #garmglowup! WHY YOU SHOULD GET INVOLVED?
T I M E L I N E
In Fashion Revolution week their will be pop up stalls in all major cities where the public can get involved by reworking clothes and making their own glow up for the tik tok challenge.
Ethical and fitness influencer Grace Beverly will start up the campaign by posting her own transformation on both Tik Tok and Instagram using the #GARMGLOWUP. Fashion Revolution will upload the campaign video to their YouTube channel and will share this on their socials.
Social media posts of people who have came to the popup stands and from others getting involved. More Influencers will be involved. Fashion Revolution will post the campaign poster on their socials.
Campaign posters will be put in bus stops, metro stations, university campuses and on billboards in cities.
The use of the #GARMGLOWUP will create awareness and will become popular on Tik Tok.
COMPETITION TIME WIN a £200 voucher for We Are Cow vintage clothing!!
Get involved in our #GARMGLOWUP competition for a chance to win a £200 @wearecow vintage clothing voucher. Simply get involved on TIK TOK and show us your garm transformation! #FASHIONREVOLUTION #GARMGLOWUP