Maisie Abell is fashion marketer with interests in the consumer-brand relationship, sustainability and consumer society. Her skillset lies in innovative and strategic B2C branding and copywriting. Her interest in the B2C relationship is supported by acute, first-hand experience, having worked in fashion retail alongside her studies for almost seven years.
Throughout my time at the University of Leeds I have carried out work to the highest standard in regard to both marketing research and strategy, ensuring that notable insights and innovative thinking have been executed. I have consistently explored my love of the written word, choosing modules which focused on fashion history, museum curation and global business history. My love of fashion, research and writing culminated in my chosen dissertation title which investigated the relationship between the punks of 1976-1984 and music, fashion and fanzines.
My efforts throughout university are most notable in my final major project which found a gap in the market in regard to the circular economy and family-orientated consumption. And so, the Reborn app was born. My inspiration is derived from statistics which evidence the alarmingly short usage time of family apparel, namely maternity wear and children’s clothes, making this market inherently unsustainable when this exists within the traditional, linear economy.
Due to shifting consumer habits toward a more conscious and circular lifestyle it made sense to not only create a service for families that encourages circular consumption of apparel through C2C buying and selling, but also one that promotes a holistic approach to a circular lifestyle through learning.
It was crucial that Reborn's branding maintained a fun, empowering and approachable aesthetic and tone of voice in order to differentiate from competitors and ensure its USP of being a circular service for families, whether conscious or aspiring-conscious, is consistently evident.