Brand Guidelines

Buy Less, Wear More A friendly guide to rediscover your wardrobe

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Buy Less, Wear More

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6-7 Brand Statements

8-9 Our Story 10 Core Values 11 Objectives 12-15 Design Toolkit 16-19 Social Media 20-21 R’s of Sustainable Fashion 22 Bibliography 5

Buy Less, Wear More. is a campaign created to encourage young people to make more sustainable choices when it comes to fashion. We want to share money saving and planet saving advice to our audience. We aim to educate and inspire gen Z to rediscover their wardrobes because the most sustainable clothes are ones you already own. Promoting collaboration and creativity in fashion.

We will do this through our instagram and website as well as pop up space and educational toolkits which will be distributed at schools and youth clubs.

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We are working towards a future where fashion is friendly, clothes are cherished and the craft of garment making is respected. A future where fashion is for expressing yourself and your culture and exploring creativity.

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Positioning/ brand essence For the stylish youth of today to learn how to protect the planet for the future. We aim to educate our

audience about the true impact of fashion and promote useful tips and tricks to encourage rather than focus on scaring our audience into making more sustainable

choices.

Personality

We are visual, young, and vibrant. Focussing on friendly, chatty, and positive communication 8

Target market

Prefer to spend less money Female, Gen Z. Will buy clothes for a Age 11-26 special event In fulltime education/ Enjoys socialising out with recent school graduate friends Dependant/Pre-family Finds personal style Low income important (style tribes) Lives in Cardiff, Wales Buys clothes for one off Values sustainability and events ethics but not over price or Buys new clothes 2-4 times style a month Uses social media Price sensitive

As 69% of teenagers globally believe climate change is an emergency (UN, 2021), now is the time to help these new consumers to help make a difference, starting with their own wardrobes.

Consumers need more education on fast fashions true impact and how to make sustainable fashion fit their own personal style and budget.

Buy Less, Wear More wants to encourage young consumers to make informed decisions when it comes to fashion consumption.

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Positivity Focusing on how to solve problems rather than dwelling on the climate crisis.

Creativity Encouraging gen Z to be imaginative and resourceful in their fashion decisions.

Friendly Communicating honestly, in a down to earth tone, without using confusing, scary or complicated language.

Sustainability Our focus is to help people reduce their wardrobes impact on the planet.

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Distribute zine in all secondary schools and universities in Cardiff, Newport and Swansea along with an educational kit by April 2022.

Obtain 2,500 Instagram and tik tok followers by June 2022 (susfashwales: 1,012. sustainablefashionweek_uk: 3,382) Encourage customers to Reduce, Respect, Rewear, Restyle, Repair, Resell, Recycle and Reflect.

Host pop up space in Saint David's, Cardiff for a month.

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R’s of sustainable fashion.

REDUCE The amount of clothing you purchase, especially low quality or trend driven products which won’t last you more than a season.

RESPECT Your clothes. Following care instructions and treating clothes with respect will mean you or someone else, can get more wear out of it.

Loved clothes last

REWEAR That outfit! Lets normalise wearing your favourite outfit more than once. If it makes you look and feel good, why only wear it once.

RESTYLE Your old clothes with different accessories and jackets. Or restyle the garment into something completely new with some creativity and maybe a safety pin or two.

R’s of sustainable fashion.

REPAIR Instead of replace. It can be simple to repair small rips and tears or even remake those jeans into a pair of shorts. You might even learn a new skill while you’re at it!

RESELL Or swap your clothes to give them a new lease of life and save some money!

RECYCLE Save those clothes from landfill and try to recycle or donate them. Some textile recycling even offers financial incentives so you can get cash for your trash.

REFLECT 13 fashion again, not just for a day, We need to reflect on our clothing and learn to love but for its lifetime.

Design toolkit :

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DO NOT USE LOGO IN GREY SCALE

DO NOT CHANGE COLOUR OF LOGO

DO NOT CHANGE TEXT COLOUR IN LOGO

DO NOT CHANGE SHAPE OF LOGO

DO NOTSTRETCH THE LOGO

(UNLESS NECESSARY FOR PRINTING)

DO NOT REMOVE WAVE DESIGN

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PRIMARY COLOURS

SECONDARY COLOURS

Zombie Checklist FOR HEADINGS AND BRAND NAME. MAY BE ANGLED.

Yu Gothic UI Semibold FOR SUBHEADINGS OR EMPHASIS. ALSO USED WHEN LAYERED OVER BRAND NAME

Yu Gothic Light FOR GENERAL TYPE.

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TWO TONE MONOGRAM

TWO TONE WAVE DESIGN

COLOURFUL, SIMPLE, DIGITAL ILLUSTRATIONS.

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MON

8PM MONDAY 8PM TUESDAY 11AM WEDNESDAY 4PM THURSDAY 10AM FRIDAY 4PM SATURDAY

TUES

WED

THURS

FRI

SAT

SUN

WEEK 1 APRIL

18 POST –NEW ZINE

19 POST – GRAPHIC

20 STORY - ASK FOR Q’S

21 STORY – POST A’S POST – POP UP SPACE

EARTH DAY LAUNCH POST – LAUNCH DAY REEL – OF POP UP LAUNCH

23 INSTA LIVE - FAQ POST – FACT OF THE DAY

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WEEK 2 APRIL/MAY

25 REEL – OF POP UP SPACE STORY – ECO NEWS OF THE WEEK

26 POST – GRAPHIC

27 STORY - ASK FOR Q’S POST – FACT OF THE DAY

28 STORY – POST A’S POST – POSTER LOCATION

29 REEL – TRENDS

30 INSTA LIVE – FAQ POST – THIS WEEKS GUEST

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WEEK 3 MAY

2 REEL – RESTYLING STORY – ECO NEWS OF THE WEEK POST –NEW ZINE

3 POST – GRAPHIC

4 STORY - ASK FOR RESTYLING IDEAS POST – FACT OF THE DAY

5 STORY – REPOST IDEAS POST – POP UP SPACE

6 REEL – POP UP SPACE POST – THIS WEEKS GUEST

7 INSTA LIVE – CHAT WITH A GUEST POST – THIS WEEKS GUEST

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WEEK 4 MAY

9 REEL – OF POP UP SPACE STORY – ECO NEWS OF THE WEEK

10 POST – GRAPHIC

11 STORY - ASK FOR Q’S POST – FACT OF THE DAY

12 STORY – POST A’S POST – POP UP SPACE

13 REEL – RESPECTING YOUR CLOTHES POST – THIS WEEKS GUEST

14 INSTA LIVE – CHAT WITH A GUEST POST – THIS WEEKS GUEST

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WEEK 5 MAY

16 REEL – RESTYLING STORY – ECO NEWS OF THE WEEK POST –NEW ZINE

17 POST – GRAPHIC

18 STORY - ASK FOR REPAIRING TIPS POST – FACT OF THE DAY

19 STORY – REPOST TIPS POST – COMMUNITY SHOUTOUT

20 REEL – CELEBS REWEARING POST – 1 MONTH

21 INSTA LIVE – CHAT WITH A GUEST POST – THIS WEEKS GUEST

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WEEK 6 MAY

23 REEL – REPAIRING STORY – ECO NEWS OF THE WEEK

24 POST – GRAPHIC

25 STORY - ASK FOR Q’S POST – FACT OF THE DAY

26 STORY – POST A’S POST – COMMUNITY SHOUTOUT

27 REEL – HOW TO RECYCLE TEXTILES POST – THIS WEEKS GUEST

28 INSTA LIVE – CHAT WITH A GUEST POST – THIS WEEKS GUEST

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WEEK 7 MAY/JUNE

30 REEL – HOW TO SHOP SECOND HAND STORY – ECO NEWS OF THE WEEK

31 POST – GRAPHIC

1 STORY – ASK FOR RESELLING TIPS POST – FACT OF THE DAY

2 STORY – REPOST IDEAS POST – COMMUNITY SHOUTOUT

3 REEL – REFLECTING (SUSTAINABILITY FACTS) POST – THIS WEEKS GUEST

4 INSTA LIVE – CHAT WITH A GUEST POST – THIS WEEKS 19 GUEST

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WEEK -1

WEEK 0

WEEK1

WEEK 2

WEEK 3

WEEK 4

DISTRIBUTE KITS

POSTER CAMPAIGN PUBLISH ZINE ONLINE LAUNCH POP UP SPACE SOCIAL MEDIA ADVERTISING DAILY INSTAGRAM POSTS (BAR SUNDAY)

PHYSICAL DIGITAL LAUNCH

WEEK 5

WEEK 6

WEEK 7

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BIBLIOGRAPHY

MURPHY, S. ET AL. (2020) SUSTAINABLE WALES A DESIGN FOR LIFE WEB SERIES 2: IS A

BAILEY, E. ET AL. (2021) WGSN. WHITE PAPER: CREATE BETTER: INNOVATING TOWARDS A

OFFICE FOR NATIONAL STATISTICS (UK). (2020). SHARE OF INDIVIDUALS WHO PURCHASED

SUSTAINABLE FUTURE. ONLINE. AVAILABLE AT:

CLOTHES, SHOES AND ACCESSORIES ONLINE IN GREAT BRITAIN IN 2020. STATISTA.

HTTPS://CREATETOMORROWWGSN.COM/305165-WP-CREATE-BETTER/ ACCESSED: 25/10/21STATISTA INC. AVAILABLE AT: HTTPS://WWW-STATISTABEAL, ABIGAIL. (2020) BBC FUTURE. WHY ARE CLOTHES SO HARD TO RECYCLE. ONLINE.

COM.EZPROXY.CARDIFFMET.AC.UK/STATISTICS/286096/CLOTHES-AND-SPORTS-GOODS-

HTTPS://WWW.BBC.COM/FUTURE/ARTICLE/20200710-WHY-CLOTHES-ARE-SO-HARD-TO-

ONLINE-PURCHASING-IN-GREAT-BRITAIN-BY-DEMOGRAPHIC/ ACCESSED: 25/10/21

RECYCLE ACCESSED: 18/12/21

O’SULLIVAN, H (2021) SUSFASHWALES. ONLINE. AVAILABLE AT:

BENSON, S (2021) GOOD ON YOU: FASHION AND COP26: INACTION ON THE CLIMATE

HTTPS://SUSTFASHWALES.ORG/ ACCESSED: 25/10/21

EMERGENCY. ONLINE. AVAILABLE AT: HTTPS://GOODONYOU.ECO/FASHION-CLIMATE-

PARK, M. (2021) WGSN .GEN-Z INFLUENCER STYLE: YOUNG WOMEN’S APPAREL – NORTH

INACTION/?UTM_CAMPAIGN=LATER-LINKINBIO-

AMERICA. ONLINE. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/91781

GOODONYOU_APP&UTM_CONTENT=LATER-

ACCESSED: 25/10/21

21960883&UTM_MEDIUM=SOCIAL&UTM_SOURCE=LINKIN.BIO ACCESSED: 27/10/21

UN’S DEVELOPMENT PROGRAMME AND THE UNIVERSITY OF OXFORD (2021) WGSN

BUSINESS OF FASHION (2020) THE STATE OF FASHION 2021: IN SEARCH OF PROMISE IN

WEBINAR: YOUTH ATTITUDES TOWARDS SUSTAINABLE FASHION. ONLINE. AVAILABLE AT:

PERILOUS TIMES. ONLINE. AVAILABLE AT:

HTTPS://WWW-WGSN-COM.EZPROXY.CARDIFFMET.AC.UK/FASHION/ARTICLE/91666

HTTPS://WWW.MCKINSEY.COM/INDUSTRIES/RETAIL/OUR-INSIGHTS/STATE-OF-FASHION

ACCESSED: 25/10/21

ACCESSED: 25/10/2021

WGSN (2021) WGSN WEBINAR: YOUTH ATTITUDES TOWARDS SUSTAINABLE FASHION.

CHARPAIL, M (2017) SUSTAIN YOUR STYLE: FASHIONS ENVIRONMENTAL IMPACT. ONLINE.

ONLINE. AVAILABLE AT: HTTPS://WWW-WGSN-

AVAILABLE AT: HTTPS://WWW.SUSTAINYOURSTYLE.ORG/OLD-ENVIRONMENTAL-IMPACTS

COM.EZPROXY.CARDIFFMET.AC.UK/FASHION/ARTICLE/91666 ACCESSED: 25/10/21

ACCESSED: 25/10/21

ZALANDO (2021) ATTITUDE AND BEHAVIOUR GAP REPORT. ONLINE. AVAILABLE AT:

FASHION REVOLUTION (2021) FASHION TRANSPARENCY INDEX 2021 REPORT. ONLINE.

HTTPS://CORPORATE.ZALANDO.COM/EN/ATTITUDE-BEHAVIOR-GAP-REPORT#EXPLORING-

AVAILABLE AT: HTTPS://WWW.FASHIONREVOLUTION.ORG/ABOUT/TRANSPARENCY/

THE-ATTITUDE-BEHAVIOR-GAP ACCESSED: 25/10/21

ACCESSED: 25/10/21

ZERO-WASTE

FASHION ROUNDTABLE (2021) FASHION ROUNDTABLE. ONLINE. AVAILABLE AT:

HTTPS://WWW.YOUTUBE.COM/WATCH?V=EG9ROVXZDJ0 ACCESSED: 25/10/21

HTTPS://WWW.FASHIONROUNDTABLE.CO.UK ACCESSED: 25/10/21 HTTPS://INFLUENCERMARKETINGHUB.COM/BEST-TIME-TO-POST-ON-INSTAGRAM/

LIFESTYLE

REALLY

POSSIBLE?

ONLINE.

AVAILABLE

AT: