At university, I acquired, not only knowledge of marketing concepts, but also the underlying technical and virtuosic skills. Studying Fashion Promotion, I specialised in brand development, from the generation of a creative direction to a media presence. This has allowed me to develop material specific to the visions of both existing and hypothetical brands.
With the expansion of the fashion industry, I learnt the importance of curating promotional plans via several mediums, including online platforms, visual merchandise, and brand paraphernalia. In conjunction, my work has targeted various sectors also, allowing me to understand the diverse modern consumer market of which I will enter. However, a prevalent theme throughout my work was the issue of sustainability within the industry. Regardless of target market, I feel it is crucial that all brands begin to consider environmentally conscious thought in the development of their models and outputs.
As consumer awareness on the environmental impact of the fashion industry has increased, the desire for ‘slow fashion’ has risen in parallel. However, the price point of this market sector is unattainable to those with a low disposable income who, instead, rely on easily acquired, disposable ‘fast fashion’ pieces. Hence, EXTEND aims to make the concept of a sustainable wardrobe more accessible to young, fashion-conscious consumers, and thus integrate the circular economy into the ‘fast fashion’ industry.
EXTEND is a UK-based app that offers a platform for customers to swap their ‘fast fashion’ items with other users on a points basis. Increasing the lifespan of individual clothing pieces, this begins to combat ‘throwaway’ culture, whilst still allowing customers to regularly update their wardrobe. Furthermore, users have the ability to access and/or create educational content surrounding sustainability in the form of short, engaging videos. Overall, EXTEND aims to introduce the circular economy into the ‘fast fashion’ industry and also the customers’ consciousness, subsequently raising user awareness on the environmental impact of their consumption. To launch EXTEND into the competitive, second-hand fashion market, I created a strategical promotional plan with the target consumers’ interests at the forefront. Primarily, the promotional channels will focus on social media, email and a pop-up shop event, with content centred around the brand’s values: community, education and self-expression.