COMPONENT1 (part1)

PURPOSE.

Having researched prior to this book and set of research into second hand fashion. I will now delve deeper into the planning and execution of my creation of a sustainability authentication stamp of approval for fashion called Green Thread Authentication. Looking into second hand fashion through charity shopping, particularly in rural areas. Planning the collaboration between this Fashionforward initiative and the local small Welsh charity, Twr Celyn Thrift. Focusing on a local small charity to delve deeper into that smalltown lifestyle that I grew up with, expanding those initial roots and seeds planted through my brand me project. Where I touched upon my childhood in rural Wales and love for the second hand.

FASHIONING CHANGE

BEYOND TRENDS.

FASHIONING CHANGE BEYOND TRENDS.

FASHIONING CHANGE BEYOND TRENDS.

FASHIONING CHANGE BEYOND TRENDS.

FASHIONING CHANGE BEYOND TRENDS.

FASHIONING CHANGE BEYOND TRENDS.

This first instalment of work will encompass my planning and research into my final major project outcome, building upon the foundations I set with the Brand Me project. Housing further consumer research, branding, market level of the collaboration, industry research as well as the launch and integration of Green Thread Authentication and its collaboration with Twr Celyn.

Crafting and navigating the Collaborative venture between charity Twr Celyn and Sustainable Fashion Initiative Green Thread Authentication. Aiming to Build Bridges Between Vintage and second hand fashion and sustainable Fashion through strategic Collaboration using the Sustainability Initiative to alter perceptions of second hand Fashion.

Designing Marketing Strategies and campaign for Charity Shop Twr Celyn with Sustainable Fashion Alliance green thread authenticity initiative.

SUSTAINABLE

Introducing the Green Thread Authentication Initiative, inspired by and mirroring the principles of FairTrade certification and the authentication processes seen in the resale of designer fashion goods. However, unlike eBay’s Sneakers Authenticity Guarantee, Green Thread Authentication doesn’t strive to build customer trust in and confidence within their purchase. Instead, it aims to recognise sustainable efforts and validate second-hand clothing, benefiting businesses like vintage stores, antique shops, and online platforms such as Vinted and Depop. Items authenticated by Green Thread gain recognition, signalling to buyers their support to sustainability.

SUSTAINABILITY.

Let’s dive into the sobering reality of sustainability within the fashion industry. Returns within fashion, a seemingly innocuous aspect of online shopping, carry a hefty environmental toll. Blame the rampant overconsumption and breakneck pace of fast fashion trends, accelerated by the convenience of online shopping, for exacerbating this issue. In the UK alone, the fashion industry bore a staggering cost of 7 billion pounds in 2022 due to apparel returns. (Tyler, 2023) However, the true cost extends far beyond monetary figures, as returns are a significant driver of fashion waste, contributing an estimated 750,000 tonnes of CO2 emissions in the UK alone. (Tyler, 2023) Imagine, 23 million garments finding their grim fate in landfills in 2022, unable to be resold or recycled, often ending up incinerated or buried in the earth. (Tyler, 2023) But what fuels this troubling trend? Enter “Bracketing,” a practice where consumers purchase multiple sizes or colours of a single item, intending to return those that don’t fit or suit them. Retailers’ enticing offers of free returns only exacerbate this behaviour, making it all too easy for consumers to indulge in bracketing without a second thought. The environmental toll of this cycle is undeniable, urging a critical reassessment of our consumption habits and the fashion industry’s practices as a whole.

As the effect of our consumption and recklessness begins to take hold on the environment that we live in, many people are beginning to finally wake up to the real world. This having an effect on consumer demands and purchasing habits. Many larger high street and fast fashion brands have caught onto this shift. With brands such as ASOS, H&M and Primark launching their own resale marketplaces and second hand clothing ranges. (Turner, 2024) Although some might call these brands out for attempted greenwashing it is important to recognise the important contribution of these companies, to the reduction of carbon emissions, that could make a real impact.

eBaystandsastheUK’sleadinghubforpre-lovedfashion, spearheading the integration and normalisation of second-hand clothing across generations. A testament to its influence, the partnership with the hit series Love Island since 2022 has underscored its sway, particularly on Gen Z consumers. Through this collaboration, millions witness the allure of pre-loved garments on screen, catalysing a staggering surge in searches for “Love Island Pre-Loved” by over 2230%, alongside a general uptick of 335% for pre-loved fashion searches, as stated in a press release published by eBay. (EBAY , 2023) eBay remains committed to championing the ethos of pre-loved fashion both on and off-screen. Their “imperfects” range further solidifies this dedication, offering non-new attire from over 100 high street brands and designers, all available online with discounts of up to 60%. (EBAY , 2023) In essence, eBay’s steadfast commitment not only revolutionises consumer habits but also reshapes societal perceptions, heralding a sustainable and fashion-forward future.

MAKE A DIFFERENCE.

With second hand clothing sales set to make up 10% of the fashion industry. (Butler, 2024) Charity shops play a pivotal role in the second hand clothing market. Offering individual style from clothing that’s perhaps not deemed as particularly “trendy”. However, as the saying goes, one person’s trash is another person’s treasure. Charity shops also play an irreplaceable role for smaller communities of those less fortunate, offering cheaper alternatives to brand-new clothing. Especially during the current climate with the cost of living, as many people struggle, fashion will not be at the top of the list for many. Charity shops offering a great alternative of cheaper self expression whilst also helping charities worldwide through your purchase or donation. A catch 22 of the best of both worlds really!

Based off my own primary research I conducted for my Brand Me project, I have found that 40% of those surveyed shop in charity shops regularly. From this it was no surprise that 70% of those surveyed said that they incorporate vintage or second hand clothing into their personal style frequently. With 70% admitting to sustainability being the main reason for purchasing from charity shops. And 80% agreeing that second hand fashion has definitely become more accepted in recent years.

My research also coincides with larger research into second hand clothing buying habits. With a 49% rise in the amount spent on second hand clothing, as published by the 2023 Ethical Markets Report. (Turner, 2024) According ton a report by GlobalData, sales of second hand clothing has surged by 18% last year to $197 billion and is forecast to continue to grow even further to an estimated $350 billion. (Butler, 2024)

TWRCELYN THRIFT.

Twr Celyn Thrift, a local Welsh charity shop nestled in the heart of Anglesey, has been a beacon of hope since its opening in 2018. Founded with the noble mission to support refugees and locals facing adversity, this not-for-profit organization operates solely through the dedication of volunteers. As part of Care UK charity, which champions Community Aid Recycling Enterprise, Twr Celyn embodies the spirit of community care. Its primary focus is to redistribute donated essentials to those in need, spanning clothing, toiletries, bedding, disability equipment, and more. Acting as a vital hub, Twr Celyn serves as a drop-off point for various charities and local groups, including Cat Rescue and the food bank. Initially geared towards aiding refugees in Syria, Greece, and Lebanon, the charity has expanded its reach to countries like Afghanistan, Romania, and most recently, Ukraine, all while maintaining a steadfast commitment to supporting its local community. Collaborating with social workers, Twr Celyn ensures families and individuals facing hardship receive the essentials they require. In a beautiful cycle of reciprocity, the charity fosters a circular approach with local families, providing ongoing support through clothing donations while receiving contributions from those they assist. Twr Celyn Thrift stands as a testament to the power of grassroots efforts in creating meaningful change, one act of kindness at a time.

STATEMENT.

“Twrcelyn is a thrift store located on the Isle of Anglesey. Opened in 2018 to support Refugees and local people in need. We have a drop off point for items donated to Refugee projects and local good causes. Featured in our retail shop and our depop in order to raise funds for the projects we support.

On another hand we have created this depop in an attempt to modernise charity shopping. And promote sustainability through second hand fashion. So thanks for taking a peak at our little depop and ENJOY!!!”

Gen Z’s fashion preferences reflect a split in values and attitudes. One faction prioritizes individuality, sustainability, and thriftiness, avoiding fast fashion giants like Shein. They find their tribe in creative circles, valuing uniqueness. On the other hand, some Gen Zers are driven by a need to conform, seeking validation through celebrity styles and high-end labels. For them, identity is tied to logos, not community. These opposing mindsets encapsulate Gen Z’s struggle between individual expression and fitting in.

THE CONSUMER.

With their indie and alternative vintage look, they effortlessly blend retro styles with a modern twist. You’ll often find them rocking unique pieces that tell a story, from funky band tees to eclectic accessories that scream individuality. Favouring a looser fit to clothing and championing an androdgonys approach to fashion. Shopping in both the mens and womens section regardless of their chosen gender. This can be backed up by the British Heart Foundation. Who have reported that in 2023 menswear sales increased by 35% from previous years. (Roberts, 2023) But their love for fashion isn’t the only thing that defines them – they’re also nature enthusiasts. Hiking trails and exploring the great outdoors is their jam, and their wardrobe reflects this with practical yet stylish outdoor gear mixed in with their vintage finds. When it comes to music, they’re all about the underground scene, vibing to techno, drum, trance (influenced by their parents 90’s rave music, from artists such as The Prodigy and the classic “Children” by Robert Miles) classic soft rock, and indie tunes from bands like the Smiths and The Strokes.

Just like their taste in clothing, they also like their music to have a vintage feel, most will own a vinyl/record player and love spending hours snooping through old records in a record shop! That crackly sound quality and feeling of nostalgia playing a key role in the rise of vinyl among Gen Z. As reported by Atlas Records, an online second-hand record store based in the UK, sound quality is the number one attribution to vinyls popularity, “subtle imperfections of a vinyl record are far superior to an electronically and precisely remastered digital equivalent,” Along with the attractive quality of their collectability as well! As us second-hand magpies are well aware...

And let’s talk about shoes – forget about those squeaky clean kicks; they prefer the lived-in, worn look that adds character to their outfit. You won’t catch them hitting up clubs; they’re more at home hanging out in cozy pubs, sipping on craft beers and chatting with friends. Trendchasing and fast fashion are not their thing; they’re all about sustainable fashion and making a statement with second-hand shopping and vintage treasures. While they love browsing platforms like Vinted and Depop for unique finds, there’s nothing quite like the thrill of discovering hidden gems in vintage stores and charity shops.

And of course, they’re not immune to the allure of TikTok – like all Gen Zers, they can spend hours scrolling through fashion inspo and vintage hauls on the app.

BRAND RESEARCH.

To create a compelling campaign for the collaboration it is imperative to analyse and understand what defines brand community and how to create this. As consumers, we all look for a feeling of belonging, a unified community, constructed around the fashion we choose to consume. From a business perspective, this tactic of creating a brand community is essential. Projecting a powerful brand image and voice. Ensuring customer loyalty and amplifying involvement within the brand.

CHRISTOPHER SHANNON.

Christopher Shannon distinguishes himself in the fashion industry by embracing a down-to-earth approach in both his designs and campaigns, a departure from the opulent and aloof aesthetics often associated with high fashion brands. Unlike many of his competitors, Shannon’s campaigns exude a sense of warmth and relatability, steering away from the traditional lavishness often seen in fashion advertising. He deliberately creates conflicting campaigns that challenge the norm, opting for authenticity over extravagance. This unconventional approach resonates deeply with audiences, as it reflects a more accessible and inclusive portrayal of fashion. Shannon’s pride in his Liverpool background and British heritage permeates through his work, infusing it with a sense of home and cultural identity. This connection to his roots not only lends a unique authenticity to his designs but also imbues his campaigns with a genuine sense of relatability and charm. Which is an imperative element that I need to create within my collaboration campaign. Through his distinct style of design and approach to how he displays his work, Shannon demonstrates how fashion can be both aspirational and grounded, appealing to a diverse range of consumers while celebrating his personal background and heritage.

FIGURE 1

2

FIGURE

Cmn Ground epitomizes the power of communi ty forged through shared passions, particularly in outdoor pursuits like bouldering and hiking. Their approach, blending digital connectivity with real-life interactions, cultivates a vibrant community where like-minded individuals find common ground in the great outdoors and be

CMN GROUND.

CMN GROUND.

CMN GROUND.

CMN GROUND.

CMN GROUND.

A group united by a desire to be outside and a love for nature. Established in January 2022, by a group of like minded individuals. (Columbia, 2024) Whose main goal was to bring people together, with a shared interest in the outdoors, food, nature and photography. Creating their own subculture and online commune, in a world where these two things are very lacking.

Although I first came across this society online through Instagram. They are not all consumed by social media and the digital age. Whilst their collective mainly operates and communicated online, they are also actively pursuing real-life community. With their message being to find common ground in the outdoors and beyond. Offering an excuse to escape the mundanities of day- to-day life in an increasingly demanding and busy world. With their community walks and their collective purpose for getting outside is to explore new areas and to improve their mental well-being. Along with the help of outdoor gear giant Columbia, they create compelling content that sells the narrative of community, and outdoor

CMN Ground boasts a captivating style marked by striking imagery that captures the tight-knit bonds between real people. Their photography, often showcasing the best of the UK outdoors, is taken and edited by followers of the collective, highlighting raw and candid moments of individuals immersed in activities they love. Through these authentic visuals, CMN Ground weaves a compelling narrative, enticing viewers to become part of their community. Their social platforms radiate a sense of fun

and camaraderie that’s irresistible to anyone seeking connection. Supported by outdoor gear brands, CMN Ground has expanded its reach and attracted like-minded individuals. Collaborations with brands such as Evolve, a renowned climbing shoe company, further enhance engagement by offering exciting giveaways, reinforcing their position as a hub for outdoor enthusiasts.

I highly value how Cmn Ground brings people together through outdoor activities like bouldering and hiking, building both digital and real-life communities based on shared interests. Inspired by their approach, this collaboration between the Green Threads Authentication initiative and charity shop Twr Celyn aims to create a similar sense of community. The collaboration will unite individuals who care about the environment and enjoy second hand fashion. By offering online and offline opportunities for connection, we’ll forge strong bonds and promote sustainability, echoing Cmn Ground’s spirit of unity.

I firmly believe that the CMN Ground audience would wholeheartedly embrace the partnership between the Green Threads initiative and Twr Celyn. Therefore, I intend to orchestrate an Instagram takeover comprising three impactful posts spread across a week, strategically published on their account. This initiative aims to generate momentum for our campaign and collaboration, effectively engaging their audience and fostering enthusiasm for our shared cause. Gripping the target audience through the addition of that outdoorsy element to the campaign.

as a beacon of sustainability in the fashion industry. With a commitment to upcycling and mending clothing, they collaborate closely with numerous outdoor gear brands to breathe new life into discarded garments. Through their innovative approach, Greater Goods transforms overlooked items into unique and desirable pieces, minimizing waste and maximizing the lifespan of each garment. Their collaborations not only showcase the potential for creativity and resourcefulness but also foster a sense of community and shared responsibility towards environmental stewardship. By championing the ethos of "nothing into something," Greater Goods exemplifies how sustainable practices can be seamlessly integrated into the fashion world, paving the way for a more conscious and ethical industry.

WALES BONNER.

Inspired by my prior exploration of Wales Bonner’s sophisticated aesthetic, I was inspired to infuse elements of their chic styling into my project by curating ensembles using clothing sourced from Twr Celwyn. Showcasing the versatility and creativity in blending highend designer aesthetics with a mix of second-hand garments, and showing how easily this can be done using second hand items. By marrying the essence of Wales Bonner’s refined designs with the unique offerings found in charity shops, I aim to illustrate the potential for reimagining fashion narratives and challenging conventional notions of luxury. This not only celebrates the beauty of individual pieces that can be found in charity shops but also underscores the rich tapestry of styles that can emerge from sustainable fashion practices.

REACHING THE AUDIENCE

Depop is a vintage and second hand resale platform. An excellent choice for selling the clothing from Twr Celyn on because it’s tailored to appeal to younger audiences like Gen Z, perfectly targeting the intended consumer, with approximetly 35 million users to date! (DEPOP, 2024) Its mission is powered by community fashion ecosystem, that’s main goal is to be kinder to both the people of the world and the world on which we live. (DEPOP, 2024) Depop is an inclusive, welcome home for all types of fashion, allowing people to be in control of their own style choices. With a strong sense of community, Depop belives that everyone should feel safe to show up as their true selves and feel good about who they are. Inspiring self confidence and growth. (DEPOP, 2024) Its user-friendly interface and focus on individuality make it a perfect fit for showcasing the unique finds from charity shops. Depop’s communitydriven approach encourages engagement and fosters connections among users, creating a welcoming space for discovering vintage treasures. With its mobile-centric design and seamless social media integration, Depop offers unparalleled visibility, making it easier to reach a wider audience of trend-conscious shoppers. By utilizing Depop’s platform, my university project can effectively merge charity shop fashion with the vintage scene, empowering young consumers to embrace sustainable and ethical fashion choices while supporting charitable causes.

Through this collaboration I aim to harness the power of online platform Depop, to engage with the younger audience, particularly Gen Z, and merge the appeal of charity shop clothing with the thriving vintage scene on Depop. By leveraging Depop’s vibrant community and user-friendly interface, I intend to showcase the unique and sustainable offerings of charity shops, tapping into the growing demand for eco-conscious fashion among younger consumers. Offering something new on the charity shop scene as not many charities sell clothing online. Breaking that resale cycle where people purchase clothing from charity shops just to sell for double the price online…

Building upon other charities that have embraced online selling, such as Oxfam and British Heart Foundation, demonstrating the scalability and potential impact of this approach. Through this project, I aspire to not only promote sustainable shopping habits but also support charitable causes and foster a sense of community among Depop users passionate about ethical fashion.

PROMOTION.

who would I have represent the collaboration ?

Promoting the collaboration between the sustainable clothing authentication initiative and the local Welsh charity shop involves leveraging global brands like Gramicci to amplify the message of sustainability and increasing sales for Twr Celyn. Departing from traditional influencer-centric strategies, I envision leveraging the collective power of global brands to drive awareness and participation. Instead of relying on influencers, I’ll utilize digital platforms to spotlight the Green Thread Initiative/ Twr Celyn collab, such as Instagram take overs. Targeting the consumer directly through specific Instagram accounts such as CMN Ground. Organized immersive events featuring talks by industry leaders on sustainability will also be a part of the promotion. Through a blend of online advocacy and real-world engagement, the campaign aims to catalyse widespread participation and lasting change in the fashion landscape, coupled with curated displays of Twr Celyn thrift clothing, underscoring the initiative’s dual focus on environmental consciousness and community support. Through strategic partnerships with renowned names like Gramicci, celebrated for their commitment to outdoor and lifestyle clothing, the campaign will gain momentum across diverse audiences.

a passing trend; they can leave a lasting impression and foster a sense of connection with the brand’s offline marketing efforts.