The Future of Consumerism - Professional Materials

The Future of Consumerism.

A radical depiction of the future based on fashion consumption habits and their effects.

Fashion Marketing Project FMM 6005 PORT 1 – Professional Materials

Esme Jones BA (Hons) Fashion Marketing Management May 2022 © Cardiff Metropolitan University i

The Future of Consumerism.

A radical depiction of the future based on fashion

consumption habits and their effects.

Esme Jones Ethics number: 2021DE546 Student number: ST20139481 ii

Professional Materials

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Context Statement

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Brand Guidelines

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Consumer Profile

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Brand Assets Marketing

CONTENTS PAGE. 4

The year is 2040.

A new government was elected in 2039 and they have just passed new legislation to heal the public from a newly recognised, highly contagious disease – AFFLUENZA.

The legislation and accompanying media campaign assets aim to stop new infections, and relieve people and the planet of the symptoms of the disease.

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A 5% tax for fashion companies on

clothing made to a below standard quality.

Garments should be made to last and will be tested on

material

quality,

manufacturing

quality,

and

garment durability.

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A ban on advertising fashion to under 18

year olds.

No form of fashion advertising to be aimed at under 18 year olds

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A subsidy on clothes that reach a sustainability standard The fast fashion tax will be used to subsidise the cost of more sustainably and ethically sourced clothing to

ensure the cost of sustainable fashion is kept down.

To reach the sustainable standard, the garment should be ethically manufactured, durable and long lasting, made from at least 50% recycled fibre, reclaimed fabric or sustainable fibre (BAST fibres such as hemp for example)

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Window displays on the shopfronts of brands that

don’t meet the sustainable standard

(as stated above)

will

instead showcase AFFLUENZA warnings.

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To educate the public on the effects of

AFFLUENZA on the planet and themselves and encourage them to make better and more informed fashion purchasing decisions.

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To have a world in which no person, plant or animal suffers at the hands of fashion and

over-consumption.

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Objectives Implement Legislation to encourage brands to produce sustainable garments and enable consumers to shop fashion more sustainably.

Distribute marketing materials to support legislation and educate and encourage the public about sustainability and consumption.

Share advise and support with the public maintaining sustainable attitude and behaviour changes

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This campaign aims to reach a broad number of consumer profiles. However this is one of the top

PSYCHOGRAPHIC

priority groups Enjoys a night in the city

DEMOGRAPHICS Fashionable Female Dresses to look younger Baby boomer

fun Age 61-79 USAGE Empty nester High consumption Low- middle class

Dresses up for events Full time job Has lots of clothes in wardrobe GEOGRAPHIC Not brand loyal

Lives in the suburbs Wears less than 25 % of her wardrobe North England

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The other top priority group is DEMOGRAPHICS

PSYCHOGRAPHIC

Female

Enjoys a night out

Gen Z

Follows influencers

Age 13-28

Enjoys newness and fads

Pre family

Estimates they purchase the same as

Low- middle class In education Part-time job GEOGRAPHIC Lives in the city North England

average but purchases more USAGE High consumption Dresses up for events Has lots of clothes in wardrobe Wears less than 25 % of her wardrobe

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Logo

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Fonts

David For titles and formal text

News Gothic MT For body text

AHARONI (Only in capitals) for statement text and graphics 22

Typography

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Voice The brand tone of voice is direct, professional and urgent.

It focuses on information and change. The opposite of toxic positivity.

Phrases/ Slogans

We are living in a world degraded by our own expectations BUY LESS, REPAIR MORE

AFFLUENZA, the disease you don’t know you have 24

Colours

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Video

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