I am a creative from London who specialises in Fashion styling and Fashion buying, with experience working for a global luxury brand. My research has focused on sustainability and extending the life of our clothing to avoid the over production of fast fashion and the contribution to landfill.
After studying in Fashion Design for 3 years at The Fashion Retail academy and London College of Fashion, followed by 4 years at Coventry University completing a degree in International Fashion business, I have learnt to understand both the creative and business aspects of the fashion industry. My placement enabled me to put these skills into practice and gave me an insight into how markets all over the world operate which has been invaluable for my future career progression.
Clothing waste in the UK is at an all-time high with vast amounts of still wearable clothing going to landfill each year. By extending the life of our clothing by just 9 months we can reduce our carbon, water and landfill footprint by up to 30%. By utilising technology to target a large problem in the fashion industry such as clothing waste, I wanted to find a way to encourage young people to find creative solutions for upcycling and recycling their clothing.
The aim of Amendify is to digitalise the alteration and repair services that are currently being under-utilised by the Millennial and Gen Z generations due to the traditional business model currently in place. By making these services more accessible and convenient for the impatient new consumer, Amendify will entice them to join the slow-fashion revolution while educating our customers on the effects of climate change.
To successfully market Amendify to the Gen Z and Millennial generations, it is important to gain their attention through short and effective videos. This will be done through TikTok marketing. By creating short 15 second videos, we will bring awareness of the brand to the younger demographic who have a shorter attention span. Amendify’s TikTok will include videos where consumers can meet their alteration service providers to give them an inclination to support local. We will also display clothing life hacks and tips to how to look after your clothing. Amendify TikTok will be an exciting visual space for our community to learn and connect.