Bright Friday 2017 l Impact Report l Hubbub

# B R I G H T F R I D AY P R O V I D I N G A N A LT E R N AT I V E T O B L A C K F R I D AY S A L E S

I M PA C T R E P O R T

W W W. H U B B U B . O R G . U K

ABOUT # B R I G H T F R I D AY 41% of all 18-25 year olds feel the pressure to wear a different outfit every time they go out and 1 in 6 young people don’t feel they can wear an outfit once it’s been on social media. Despite most people saying they have more than enough clothes, almost half of young people admit Black Friday sales encourage them to buy things they don’t need.

Bright Friday provides an alternative to this Black Friday frenzy. It is a wardrobe revolution, shunning endless sales and shopping fever and finding creative ways to get a fashion fix for less. Swap, make and alter your way to a brand new season of clothes without breaking your bank or the planet.

UNIVERSITY EVENTS 3 main #BrightFriday events were held at 3 Universities to encourage students to value their clothes and make them last longer by swapping, styling, repairing and making: 20/11/17 @ London Metropolitan University, Islington.

21/11/17 @ Middlesex University, Barnet.

22/11/17 @ UCL, Camden.

Each event ran from 10-4pm and involved: • Clothing swaps hosted by @PopUpSwapp.

• Clothing repair workshops and t-shirt making sessions by Gillian June.

• Personal styling sessions with Back of the Wardrobe’s Emma Slade.

• Sewing skills tips and card take aways.

• #BrightFriday and textiles waste information stands.

• Distribution of FAUX satire fashion magazine.

P O P - U P I N S TA L L AT I O N A pop-up textiles installation was at UCL’s main campus off Gower Street, London, between 18-28 November to raise awareness of textiles waste and encourage people to value their clothes.

The 2m x 2m cube visually illustrates the amount of clothing thrown away in the UK every 3.5 minutes. 300,000 tonnes of clothing is thrown away in the UK every year (WRAP), and the cube holds an estimated 6 tonnes of clothing.

FA U X FA S H I O N MAGAZINE 2,000 copies of FAUX satire fashion magazine were handed out to students, shoppers to highlight the silly side of fast fashion and encourage people to resist pressures from sales to buy new and instead value clothes people already have.

# B R I G H T F R I D AY I M PA C T REACH

21 million PR opportunities for engagement Approximately 1,038,280 people reached via social media Media report: http://releasd.com/abe4 ONLINE ENGAGEMENT

124,019 video views 697 people engaged online/posted 2,439 website page views, average view time being 2.9 minutes.

ACTIVITY ENGAGEMENT

1,600 people engaged with printed FAUX magazine 469 people read FAUX online: 4:58 minutes each totally 1.6 days reading time.

3 events and workshops , 1 pop up installation and 3 independent swaps 298 people attended the events: 38 people took part in workshops, 54 in styling sessions, 51 in clothes swaps. An additional 23 people attended independent swaps.

E N V I R O N M E N TA L I M PA C T

190 items of clothing swapped Directly prevented 211.5kg textiles from going to waste: 137.5kg swapped, 64kg re-styled, 11kg upcycled.

PRESS COVERAGE

PRESS COVERAGE

4 videos: How to run a clothes swap?, ‘Is social media putting pressure on our wardrobes’ campaign video and ‘How to buy second hand’ collaboration with high profile vlogger Jessica Kellgren-Fozzard.

70,393 YouTube views 127,384 minutes of viewing time 171 people clicked to event page 24 shares 1,097 likes Added to 59 playlists

From what we can measure through manual counting: 79 posts 60,066 people reached by posts/seen posts 53,626 video views 174 Likes, comments and shares

Posts: 618 Comments:1,855 Total reach: 854,195 Impressions: 1,918,819

Posts: 1,942 Contributers: 1,021 Total reach: 2,925,962 Impressions: 9,190,219

TWITTER MOMENT SHARING HIGHLIGHTS: https://twitter.com/i/moments/930741669074554880 KEY AMPLIFIERS London PopUps, Pebble Magazine, UCL, Love Your Clothes.

NB: This year we saw a significant rise in people using the #BrightFriday hashtag who weren’t necessarily linking to the Hubbub campaign. This makes it hard to directly track the social engagement, however this does show a movement of people seeking an alternative to Black Friday.