About Me
A Fashion Promotion & Marketing grad, passionate about sustainability.
Hey! I'm James, a Fashion Promotion & Marketing graduate from The University of Central Lancashire (living in Manchester). With 2 years experience working in-house and in an agency environment (gained via two creative marketing internships), I love working on campaigns from conceptualisation and creative development, through to delivery and analysis.
Passionate about conscious marketing that doesn't skimp on creativity, my varied skill set enables me to work equally as passionately on market research and art direction tasks, as it does on the CAD & digital marketing arms of a campaign. I see sustainability as an imperative, not a trend, and want my work to illustrate that sustainability marketing can be more than a muted colour palette and a creased linen backdrop. Marketing for sustainable fashion & lifestyle brands can be just as exciting, engaging and inspirational as those promoting products that aren't created in an ethical manner.
INSPIRATION
Inspired by the need to change the preconceptions of sustainable fashion amongst Gen Z consumers.
Gen Z consumers have good intentions when it comes to the environment (I'm one of them myself!), but with an overwhelming sea of corporate greenwashing, an ever-increasing speed of consumption, and a lack of truly-sustainable, accessible fashion, how can we really expect these consumers to turn their world on it's head for sustainable fashion? These are the questions my campaign aims to resolve.
I have created a campaign that addresses this issue, whilst also drawing on industry-specific micro trends. From a post-pandemic thirst for unique experiences amongst Gen Z, to an increased interest in craft culture (a TV genre now sitting at 5th in the UK), the phygital concept store and accompanying marketing & PR campaign I have created for Good On You (a global sustainability and ethics rating platform), ticks all of the right boxes for this discerning generation of consumers.
MY WORK
PORTFOLIOS
Good On You's first physical retail space.
A look at the macro influences of my campaign
The industry-specific research driving my campaign
An infographic illustration of my campaign concept
The fitting room just got a phygital upgrade ...
Marketing & PR Timeline for the campaign
NFC-Enabled swing tags within the store
Good On You X UNIDAYS partnership
DETAIL
Good On You Social Campaign
Sustainable fashion is more than a plain organic cotton tee or timeless pair of jeans (although we love them too!). Whilst we should strive for complete transparency and circularity, sustainable fashion in my eyes is also about being even just a little bit better, not necessarily perfect. These short and snappy moving image clips from the social arm of my campaign are eye-catching, vibrant and not necessarily what you would typically associate with sustainable fashion - intentionally. They are used to promote a space (the Good On You concept store) that blends education, experience and technology to create a space for the people who want to do better, but also want to buy fashion that looks good and doesn't cost the earth (quite literally!)
"You miss 100% of the shots you don’t take" - Wayne Gretzky
Graduate Fashion Week in partnership with:
