Keleigh Abram Fashion Communications Strategy and Portfolio

EthicalENCORE to the

Keleigh Abram 201348766

keleighjordyn@outlook.com

FIG 1

Fashion Marketing DESN3377

1 Executive Summary -Our Aim...2 -Our Story...3 -The Problem...5 -The Market Gap...6 -The solution...7

8 Brand Overview -Mission & Vision...9 -Philosophies...10 -USP...11

12 Brand Handbook -brand visuals...13 -Target consumer...14

STNETNOC

-Product and service...22

33 Marketing Overview -Aim and objective...34 -IMC overview...35

41 Communication campaigns -Campaign 1...39 -Campaign 2...51 -Campaign 3...65 -Campaign 4...72

82 Campaign timeline 83 Encore's Future 84 Evaluation/conclusion 86 Reflective Log 91 Reference 94 Figure List

Noun :

ENCORE :

CALL FOR A REPEATED OR ADDITIONAL PERFORMANCE OF (AN ITEM)

Ethical to the

CORE FIG 2

ENCORE

Summary

EXECUTIVE

This portfolio is the overview of Encore, an

interactive E-commerce app for conscious consumers, facilitating longevity in sustainable behaviours in fashion

consumption. Encore is on a mission to be a leading sustainable marketplace, recognised for innovation in augmented reality and sustainable fashion education.

Encore engaged consumers whilst being a hub for sustainable brands, creating a more fluid journey to conscious consumerism. This portfolio will comprise the overall brand overview, including market analysis and consumer profiles, whilst presenting the communication campaigns. This is in hopes of explaining how Encore will disrupt the market within a 24-month timeline.

1

ENCORE

B2C:

To

journey

Our Aim

accelerate to

and

longevity

in

enhance

the

eco-conscious

behaviours through the consistent use of the app's services.

B2B: To be a facilitator in connecting ethical

brands

consumers.

with

Providing

a

like-minded platform

to

highlight positive brands in fashion, to encourage the mainstreaming of ethical fashion production.

2

Our

STORY

left to right FIG 3,4,5

3

About us:

Encore has dedicated energy to assembling a multifunctional E-commerce App dedicated to

environmentalism. Encore, building a community for the conscious consumer, redefines eco-conscious fashion behaviours.

Encore constantly seeks trustworthy educative resources and combines them with up-to-date technology to build relationships with 'to the core' ethical brands and consumers to elevate the sustainable fashion sector. Providing an encouraging space for growth in the liberating culture of conscious fashion behaviours.

4

ENCORE

The

PROBLEM

With the constant evolvement of fashion and the frequency of tastes transforming (Orendorff, 2021) the industry heavily relies upon the business model of the cheap and rapid production of clothes (Mulhern, 2020): 1 OUT OF 2 PEOPLE THROWS AWAY CLOTHES THEY NO LONGER WEAR, WHICH MAKES UP FOR "64% OF THE 32B GARMENTS PRODUCED EACH YEAR END UP IN LANDFILL" (EDGE FI, 2019).

Researchers noted that 42% of consumers chose E-commerce brands depending on their sustainability (Coppola, 2021).

HOWEVER, 48% OF CONSUMERS ARE UNSURE WHERE TO FIND SUSTAINABLE BRANDS THAT ARE NOT GUILTY OF GREENWASHING (GENOMATICA, 2021).

FIG 6

5

ENCORE

The Market

GAP

At Encore, we acknowledge that the sustainable fashion market lacks innovation as a new emerging market. Encore established a consumer need for an educative and accessible resource to incentivise consumers to shift to more sustainable behaviours. Gaps in innovation include augmented Reality, as Kazmi (2021) comments on the potential for AR to encourage consumer engagement and interactive educational resources where consumers "want to know they are contributing towards the solution" (Pimberly, 2022). Therefore, there is a gap in the market for a product that offers an all in one, an entirely ethical resource providing AR and education to drive the market

FIG 7

6

ENCORE

Our SOLUTION RATIONALE FOR E-COMMERCE APP: Mckinsey (2020) reports on consumers' expectations for brand transparency, whilst Genomatica (2021) claims 48% of consumers are unaware of where to buy fundamentally sustainable garments. Therefore, Encore is presented with two market gaps to fill with unique selling points to differentiate from the competition and drive a sustainable market. The solution is a "sustainable based education and technology potential to source slow fashion alternatives for app users." (Abram, 2022).

Encore's rationale is filling innovation potential for digitisation in the sustainable market, whilst educating consumers on choosing more eco-conscious options (close, 2021). Encore eases the conscious consumer journey, a gap in the market.

FIG 8

7

ENCORE

TRANSPARENT

T o T h e CORE

EDUCATIONAL

T o T h e CORE

ETHICAL

INNOVATIVE

T o T h e CORE T o T h e CORE

8

With the MISSION B2C

;

To accelerate and enhance the journey to longevity in conscious consumerism.

B2B To be a facilitator for sustainable, ethical brands to connect with like-minded consumers.

With the VISION

To be a leading sustainable

;

marketplace recognised for innovation, disrupting the market for engaging consumers, and being a hub for sustainable fashion brands as a movement towards sustainable living.

FIG 9

9

Philosophy

ENCORE

INTELLIGENT COMMUNITY VALUES

SUSTAINABLE / ETHICAL ACCESSIBLE

left to right FIG 10, 11, 12 , 13

10

EMPOWERING CONSUMERS TO PRACTICE SUSTAINABILITY

PROVIDING RESOURCES TO AID THE JOURNEY

from left to right FIG 14, 15. 16, 17

11

Unique SELLING POINT

An interactive E-commerce app that inspires conscious consumerism. A one-stop destination for all you need sustainable fashion. Through a never -been - done - before combination of educational resources with image retrieval technology to enhance a fundamentally ethical market place adding ease and eliminating obstacles for the app's users.

12

BRANDING

; Wea r(e) Sl ow Fas hion

E N C O R E

Visual

FIG 18

13

LOGO

ENCORE SLOGAN

Wear(e) Slow Fashion BRAND COLOURS

's tone of voice ENCORE

WE ARE INFORMATIVE WE ARE TRANSPARENT WE ARE ENGAGING WE ARE PERSONAL WE ARE RELAXED WE ARE KIND

we are inclusive ILLUSTRATIONS

#FEA856

#95948B

TYPOGRAPHY LEAGUE GOTHIC

(ALL CAPS HEADING 1)

#F4EDE7

#F8F4EB

Script (Heading 2) MONTSERRAT (ALL CAPS HEADING 3) Montserrat (Body)

14

ENCORE

The target CONSUMER With consumers becoming more anxious about climate change, and the impact we have on the planet, there is a rise in eco-motional behaviours (Buller, 2021). More consumers desire transparency in their relationships with fashion brands, where sustainability is an emerging factor in the path to purchase (LSN, 2021).

However, as identified previously, a large percentage of consumers have inaccurate notions regarding conscious consumption, like higher prices and lack of accessibility (Abram, 2021).

Encore, addresses these aspiring conscious consumers, inspiring consumers and uniting them with ethically motivated fashion brands, increasing fashion's eco-motional impact.

FIG 19

15

consumer PROFILE

Left to right FIG 20-29

16

FIG 30

DEMOGRAPHIC + GEOGRAPHIC Our target demographic is primarily women, and gender-fluid persons aged 18+. The group are financially independent, with the ability to possess their own purchasing power. with a good educational background, we are targeting an already emerging group practising (or aspiring to) sustainable behaviours. Being an E-commerce brand our geographic segmenting is primarily UK persons with internet access, with potential to reach out to the US.

BEHAVIOURAL Our target consumers prefer shopping online due to their busy schedules and attentiveness to

PSYCHOGRAPHICS

current technology and augmented realities. She prefers sustainable clothing alternatives and

Our target consumer is eco-conscious and has

actively thrifts in hopes of positively impacting the

anxiety about the state of climate change.

current climate crisis. She is eco-anxious and thus

She/they are open-minded, creative, and with a

responds to ethical brands with eco-conscious

keen sense to constantly learn, and grow, aided

brand ethos. She finds it hard to find sustainable

by their individualistic nature. They appreciate

alternatives, as she follows influencers online who

quality and brand transparency, worldly

advertise for fast fashion brands. She actively

knowledge and significant care for people and

recycles and is on the path to veganism/

nature.

vegetarianism.

17

ENCORE

The target BUSINESSES An essential aspect of Encore's success in creating a multichannel online marketplace is through acquiring third-party sellers with an ethos' that aligns with Encore's principles.

"Encore’s marketplace will comprise only fashion brands that make little to no environmental impact." (Abram, 2021) Encore will partner with a range of sustainable brands, all at different levels of the luxury hierarchy (informed

by Kapferer). This is to ensure app users are engaging with differentiation

FIG 32

in price ranges. inline with efforts to rid of any obstacles on the path to purchasing (Abram, 2021)

18

ENCORE

propositioning VALUE

Encore's value propositioning summarises

why brands and businesses will choose to work with Encore. Communicating the benefits brands will receive by selling through Encore.

PAINS Become a noticeable brand in the saturated women's fashion market Uncertain how to stick out amongst fast fashion brands stealing designs.

Higher priced clothing range due to better quality (price tag scaring away consumers) smaller, unknown, harder to gain trust from consumers loyal to other bigger brands.

JOBS

navigating new technology/apps.

Source alternatives to fast fashion garments through the app's reverse image service Emphasise ethical and environmental concerns through actioning responsible sourcing.

GAINS

10% 'take rates' to Encore, with every purchase

Hub for like-minded consumers to

advertising fees to Encore

engage and connect with.

Discover new ethical and sustainable

Amongst big and small brands, and

brands as a basis for competition.

working with Encore, ensures consumers your brand is trustworthy Education provided into why prices are higher than slow fashion, for an understanding in consumers.

Increasing elevation in the brand's awareness Social elevation (positively impacting

FIG 33

society) opportunity to gain more traction by appearing in Encore newsletters.

ENCORE

AREAS OF INTEREST FOR BUSINESSES

circular business models

sustainable materials

Recyclable/ Zero waste

made to wear

fair and ethical

Rentable

20

WITH JEAN

RILEY STUDIO

REFORMATION

"Sustainability is a major focus here at With Jéan and something we continue to work towards."

(With Jean, 2022) @WITHJEAN (466K)

ELVDENIM "Being naked is the #1 most sustainable option. We're #2" (Reformation, 2022)

"We Create From Waste...Genderneutral staples that are kind on the planet" (RILEY STUDIO, 2018) @RILEY.STUDIO

@ REFORMATION (1.8M)

(20.7K)

HOUSE OF SUNNY

MOLLY O'HALLORAN

"Born from an ethos of zero waste, the material used has no impact on the environment. " (E.L.V DENIM, 2018) @ELVDENIM

"natural eco-enhanced yarn sourced from certified sustainable forests" (House of Sunny, 2022) @HOUSEOFSUNNY

(634K)

left to right FIG 34-39

(14.3K)

"Knitwear made and dyed in London...Made to order & zero waste" (mollyohalloranknitwear, 2020) @MOLLYOHALLORANKNITWEAR (10.7K)

21

ENCORE

Ethical

to the core

FIG 40

22

The product

OFFERING

Two core products; educational features and a marketplace using reverse image technology.

"With a login feature and profile where you can connect with other users of the app and view reviews of brands selling through the app." (Abram, 2022)

ENCORE Wear(e) Slow Fashion

CORE PRODUCT: THE APP A users social space for all their conscious shopping needs

ENCORE Wear(e) Slow Fashion

Email

FEATURES: Marketplace

Profile Page

Education

Password LOG IN

Explore Page FIG 41

23

Market

PLACE APP PAGE

Using Reverse Image Technology Using reverse image search technology, Encore offers users the ability to visually search style matches of garments they can't find or aren't ethically produced.

Encore style matches the uploaded image using CBIR, and the app will showcase sustainable brand alternatives and brand ethos and principles. There is, of course, the option to search for garments without using the CBIR. The marketplace ensures consumers an easy path to purchase journey.

The home/ explore page enhances the community of Encore. This space provides users with the current brands emerging in the sustainable market; this enables likeminded brands and users to connect.

Furthermore, newly uploaded educational toolkits to explore will be advertised here, so users know when to check the education page.

FIG 42

24

HOME PAGE:

FIG 43

Wear(e) Slow Fashion ENCORE

Upload image CAMERA

Filter UPLOAD IMAGE

UPLOAD AN IMAGE AND FIND STYLE MATCHES

25

Wear(e) Slow Fashion

How to use the app:

ENCORE

Upload image

Filter

step 1: 1. UPLOAD AN IMAGE

ENCORE Wear(e) Slow Fashion CONFIRM

UPLOAD ANOTHER

Upload image

Filter

LOG IN

step 2: 2. STYLE MATCHES OF SUSTAINABLE BRANDS LOAD

+

VIEW MORE

left to right FIG 44-45

FIG 46

27

ENCORE

back

Upload image WITH JEAN

LETTERS TEE

WHITE

Ethically sourced, and not mass produced. 100% organic cotton. 100% approved by Encore.

READ MORE ABOUT BRAND

£50

SIZES Small.

Medium.

Large.

Xtra Large

ADD TO WISH LIST ADD TO TOTE BAG

Will you wear it for more than one season?

FIG 47

PACKAGING When clothes are purchased through the app the brand will use Encore packaging to ship from their own facility, the delivery packages used are completely compostable, and come with instructions on how to ecologically dispose of the packaging. Packages use PLA technology, derived from organic materials and both compostable or biodegradable.

FOR LARGER ORDERS: from top to bottom FIG 48-49

FOR ACCESSORIES AND UNDERWEAR:

29

Education x UAL A collaboration with UAL, the

Tutorials and guides that address

educational feature provides users with

consumer need to aid the shift to

credible, updated toolkits of

active conscious consumerism.

information for sustainable living, along with tutorials on actively practising conscious fashion behaviours.

Wear(e) Slow Fashion UAL x Encore

Tutorials

FASHION FUTURES

+

VIEW 10 MORE

FIG 50 FIG 51

30

Marketing MIX

place

SOCIAL MEDIA APP WEBSITE

FIG 52

FREE APP ADVERTISING ON APP £100 per post per week

BRAND TRANSACTION FEE 2.5%

Promotion

Price

SOCIAL MEDIA EVENTS DIRECT MARKETING

31

BRAND IDENTITY ENCORE GUIDE PACKAGING

Physical Evidence

ENCORE STAFF

People

UAL / INFLUENCER TUTORIALS SUSTAINABLE BRAND CEOS

CUSTOMER SUPPORT APP NAVIGATION EDUCATION

Process

REVERSE IMAGE TECH

FIG 53

32

Marketing

OVERVIEW

FIG 54

33

To successfully launch Encore MARKETING STRATEGIES

As a new business, an essential aspect of launching Encore is

ensuring the marketing strategies amplify the USP and establish Encore as a leading innovator in the sustainable fashion sector. By applying an AIDA framework to effectively communicate and grow the brand, Encore hopes to create a buzz around the launch through a consistent, impactful message utilised through omnichannel communication with reflective aesthetics across all campaigns (Blanco, J. 2020). Encore emulates its values throughout the campaign using sustainable practices, remaining ethical to the core. Ultimately, aiming to achieve salience by reaching like-minded consumers and brands through an integrated marketing campaign.

KEY OBJECTIVES

GENERATE

DRIVE

INSPIRE

AWARENESS

ENGAGEMENT

ACTION

Utilise the USP and establish the brand as a leading innovator in the sustainable market, with up to 50 sustainable brands working with Encore and multiple app downloads from numerous consumers one year after launch.

Drive engagement with both brands and consumers through evoking an emotional connection with likeminded consumers by paralleling the need for the brand in engaging and interactive campaigns.

Through integrated marketing strategies that reflect the brand's ethos, so brands and consumers are inspired to align with Encores principles, thus forming loyal B2c and B2B relationships within the first year of launching.

FIG 55

34

Campaign

OVERVIEW

1. B2C

Instagram launch

Utilising the strong brand imagery and influencer marketing, Encore aims to create awareness, interest and engagement through social media

communication utilising influencers and interactive user and

brand-generated content.

2. B2B

Encore brand brunch

Using direct marketing to sustainable fashion brands, Encore's brand search campaign targets a personalised communication strategy to ensure a loyal and trusting relationship with potential sellers to ensure engagement long term.

from left to right FIG 56, 57, 58, 59

35

3.

Encore x

UAL

Promoting aspect

the

educational

(USP) of Encore, by

providing

consumers

with

subscription-based guidebooks fashion,

on

sustainable

complimented

with

multiple promotional tools to gain interst and inspire loyalty in potential app users..

Pop Up Launch Event

4.

36

Summary IMC

The integrated marketing

communications plan will begin in January 2023, with app development finalising in Febuary 2023. Promotion for potential sellers will begin June 2023, followed by the consumer campaigns and launch set for October 2023.

There will be four key campaigns that will ensure a successful launch. All campaigns will be integrated, working seamlessly and cohesively, as each achieves the different marketing objectives. The IMC will exhibit the benefits of conscious consumerism, utilising multi-channel to represent Encore's integral values reaching brands

ethical to the core

and consumers with aligning principles and remaining

FIG 60

37

1.

INSTAGRAM LAUNCH

Influencers invited to brand brunch for content purposes, and engagement amongst viewers

2.

ENCORE BRAND BRUNCH Brands advertise throughout Encore guide book

BRand CEOs invited to brunch will have clothing stalls at pop up event

3.

ENCORE x UAL GUIDE

Influencers cameo in promotional tools for pop up event as well as attendance

Will have information in guide for pop up launch event and December issue will be given out at launch event,

4.

POP UP LAUNCH EVENT

38

FIG 61

Instagram Launch

1.

SMART OBJECTIVE Adressing obj 1 & 2

Generate a following of over 5K within 3 months of launching the media channels.

Generating engagement and interest in potential brands (to work with) and consumers.

Gain awareness through user-generated content.

39

Campaign plan: STRATEGY

-Utilising Instagram as a core media page for communicating directly with consumers to build strong relationships and generate interest before launching the app. Therefore, this campaign will commence after the app development, in March 2023.

We are utilising influencer marketing whilst creating a community of followers, empowering a narrative of sustainable habits and behaviours, inspiring consumers to action conscious consumerism, and guiding them to Encore, in need of our product offering.

The campaign will work based on brand, user, and influencer-generated content to create recognisable brand imagery whilst aiming to educate consumers on the impact of fast fashion and creating solutions all while remaining interactive and engaging.

stage 1: stage 2: stage 3:

BRAND CONTENT

INFLUENCER CONTENT

USER CONTENT

40

THE TARGET CONSUMER Social media active brands and users, where 59% of the world's population operates on social media (Henderson, 2020); this enables a broad target market. Significantly, Encore aims to target potential conscious consumers and Gen Z unaware of greenwashing and the detrimental effects of fast fashion whilst forming relationships and lines of communication with ethical and small fashion brands.

stage 1:

BRAND CONTENT

After initially creating the Instagram account under the handle weareENCORE, Encore will start to post cryptic, teasing posts to align with the brand voice. The posts will aim to create a buzz and anticipation for what to comealluding to the upcoming events. Follow aligning brands and influencers to gain traction

Throughout posting content, it is essential to Encore, that our values and philosophies shine through, whilst maintaining strong brand imagery, integrated throughout all the FIG 62

campaigns.

41

stage 2:

INFLUENCER CONTENT & COMPETITION

Olivia Niell

Yasmin Finney

Mia Regan

Claudia Ayuso

Insta following: 769K

Insta following: 617K

Insta following: 1m

Insta following: 145K

Specially picked influencers, who practice sustainability, and have our target fan base, will be utilised throughout the campaign.

Influencers will create content in collaboration with Encore. Each influencer has a large fan

Grace Beverly

Insta following:1m

from left to right FIG 63, 64, 65 66, 67, 68

base and is incredibly influential; this will aid Encore in creating awareness and interest.

42

TACTIC 1 Influencers will be sent a PR package: contents will include the packaging identified earlier (compostable and biodegradable). Inside the package will be one of a kind sustainably sourced: recycle material hoody invitation to Brand brunch and pop up store Uk based brand booby bucket X ENCORE bucket hat.

Each item will come with a BIO mass

Usi n cot g pa ton ng ia stit d org che eads ani to db stu c den y U ck, h a AL Ma ts. fas nd dehio ton ord er

tag (compostable) including a description of how it was made and the ethical and sustainable production of the product.

The purpose of the PR package is for the influencers to post images of the package to their story for initial awareness, tagging ENCORE's new Instagram page.

sed ss ba usine ts a all b e k m c s t UK y bu et ha boob buck brand rder RE O -o C o N -t E Made d by isione comm

from top to bottoom FIG 69, 70, 71, 72, 73 , 74

43

TACTIC 2 To build interest and buzz amongst consumers, the five influencers, and ENCORE will start the hashtag #fashionENCORE, driving brand recognition, click through rates and boosting reach (DeLane, 2015).

FIG 75

This particular tactic will be promoting the educational side of ENCORE's product offering, a good stepping stone to the next campaign.

Each influencer will post a 1-minute video to their Instagram story of them either: Styling their favourite piece of clothing for each different season or create an entirely new piece of clothing with old unwanted clothes.

The influencer will then post a statistic of the devastating effects of fast fashion and tag ENCORE next to the hashtag.

The incentive for consumers will be competition-based, encouraging viewers to create their videos on the terms that tagging the influencer, ENCORE and following ENCORE's Instagram they will be in for the chance to win.

The PR package described in tactic 1 A VIP pass for themselves and a friend to the APP launch event (where they will meet the influencer).

44

TACTIC 3 Consumers using the hashtag and entering the competition will create user-generated content and hopefully expand Encore's reach to secondary target markets. As well as this, integrating with tactic 1 (brand content) Encore will post shareable media for conscious consumers and brands to share organically.

FIG 76, 77 , 78

45

FIG 79

MEASURING OBJECTIVE (KPIS) The growth of Instagram following will measure awareness along with social media interaction (comments, likes, story views, reposts) The competition entries will measure the success of reach and consumer engagement.

Click through the rates of the hashtag and how many posts are under the hashtag.

The number of followers accumulated over the course of the entire campaign.

46

Cost breakdown

SOCIAL MEDIA LAUNCH

Graphic Designer

To create shareable content on Instagram page, as well as images to post to tease events.

$45,677 per year half the year will be used £22,838 (Bhargava, 2018)

PR package X 5

Panagia deadstock + stitching (£350 each) Booby bucket custom (£200 for 5) printing of 5 biomass invites (£50)

£2000

Competition prize

PR Package price x 1 (£395) train to London x2 (approx £120), accommodation x 2 (£350) (for a pop-up event)

£865

Unforeseen costs

5% of total costings, for expendable incase something is missed (influencer fees)

£1,285.175

Influencer Fees

The 5 London based influencers Will work with Encore over the period of the campaigns 2 year period)

£120,000 Per influencer, per year.

Total Cost

FIG 80

£145,703.5

47

Timeline (2023)

SOCIAL MEDIA CAMPAIGN

Month (2023)

January

Development / planning

campaign launches

Research influencers who align with principles and meet the objectives of the campaign Plan graphics for instagram posting and timeline of campaign

Febuary

Get in contact with influencers, propose the idea of working with Encore (social media launch, brand brunch and launch event) , and how our brand will work.

End of February

Design and source PR package items (send to production and get qoutes)

March

Discuss with influencers the posting itinerary and make them familiar with the hashtag campaign

Create Instagram and follow influencers and brands with aligning principles

Send influencer PR package and commence Stage 1 of the campaign.

Post shareable graphics, whilst teasing future events.

End of March

48

Month (2023)

April

May

June

July

week 1

week 2

Week 3

week4

The other 3 influencers reintroduce the competition by posting to their feed/story.

2 Influencers introduce the #fashionENCORE campaign by posting 1 minute video to story, followed by Encore graphic

Encore page to continue reposting submissions and posts using hashtags whilst posting own content

Tease the brand brunch event and other future events through cryptic posts

Influencers to post further content wearing the hoodie (from PR) or the hat, whilst encouraging viewers to join the competition.

Encore own mediaposted on feed to continue activity

Encore own mediaposted on feed to continue activity

content reposts from influencers

content reposts from influencers

content reposts from influencers

personal PR package sent to the winner + invitation to secret event in December

Influencers 1 post a week regarding the exciting events up coming

Discuss brand brunch with the five influencers and logistics.

content reposts from influencers

Competition winner announced on Encore's Instagram story as well as all the influencers

Continue to share the use content to our stories /feed.

FIG 81

49

FIG 82

50

Encore brand brunch

2. B2B

SMART OBJECTIVE Adressing obj 1, 2 & 3

Communicate with the desired brands and form a loyal relationship to have at least 40 brands on board to sell on Encore before launch, gaining increased brand awareness within the first year after launch.

51

FIG 83

52

Campaign plan: STRATEGY

3 Key stages to this campaign to ensure success in reaching the campaign objective, as well as touching on all 3 marketing objectives as this is the core B2B campaign.

stage 1:

specifically chosen brands, after meticulous market research, will be sent a 'guide pack' used as a promotional tool to introduce them to Encore, outlining the main selling points. The pack will be made of biobased materials (completely

stage 2:

compostable). (To achieve obj 1) After a line of communication has

been established, Encore will remain in contact with the brand by utilising social media, direct messaging, and posting on stories and posts to create a buzz and maintain interest. (To achieve obj 2)

Main event:

Once brand affinity has been established, we will hold a brand brunch for core brands, facilitating a more personal relationship, and ensuring brands are inspired to action and work with Encore. (achieving obj 3)

53

STAGE 1: PROMOTIONAL TOOL: Brand pack to introduce potential sellers to Encore:

Direct marketing will ensure the

FIG 84

desired brands (target market) are reached, and align with Encores principles. Mindful of creating an authentic communication stream and relationship, to make them aware of the benefits of working with Encore, to enhance their desire and action inspiration to work with Encore .

54

CHANNEL 'Promotional tools to ensure the success of

Brand brunch is documented on social

this campaign will include 'working with

media stories and posts to generate buzz

Encore' packs, phone calls to specifically

for consumers and other potential brands.

chosen brands, whilst reaching out through Instagram, personalised letters, and finally invitations to events to be held in London.

PROMOTIONAL TOOL:

FIG 85

55

THE TARGET CONSUMER PRIMARY The direct marketing campaign is aimed at brands with aligning principles to Encore; including small businesses, ethically motivated businesses and renting brands with following characteristics:

Circular business models

Sustainable materials

Recyclable/Zero waste

FIG 86

SECONDARY During this campaign, all will be documented on the social media page,

Made to Wear

Fair and Ethical

INVITATION TO

Rentable

generating buzz, and targeted at brands (not directly chosen) and potential users of the app.

BRAND BRUNCH Bio-mass invitations sent directly to the CEO of 6 chosen brands

FIG 87

56

TACTICS Social media will be integrated throughout this campaign. A professional photographer, and photobooth will be at the event, as images will be used as documentation, creative, communicative and promotional tool throughout.

The brand pack sent to chosen businesses will work based on raising initial awareness and creating a foundation for loyal relationships.

Each promotional tool used will be ethically produced whilst having a limited impact on the planet, utilising biodegradable materials.

The brand brunch will create a space outside the digital area, facilitating face-to-face intimate relationships between Encore and the brands we want to work with. This aligns with multiple Encores principles, including transparency, inclusiveness, and building the foundations for solid community values.

Along with the six brand CEOs, the influencers utilised in campaign one will also be invited as a further incentive for brands (exposure) while generating content on social media for potential consumers, as posting stories will be encouraged, with photogenic sceneries and

FIG 88

activities.

57

At the table setting, each invitee will receive a personalised tote bag (name/ brand x ENCORE) and a reusable water bottle.

House of sunny tote bag:

FIG 89

FIG 90

58

INVITED BRAND CEO'S All recieved a brand pack prior, and align with Encore's dream brand to work with.

Brand: Remass

Brand: Peachyden

Followers 28.1k

Followers: 103k

Type of business:

Type of business:

Ethically sourced

Ethically sourced

small business

London based

Based: London

clothing Based: London

Danielle Mass

Isabella Weatherby

Brand: House of

Brand: Taylor Hollan

Sunny

Followers: 3,127

Followers: 632K

Type of business:

Type of business:

Sustainable one of a

Independent

kind pieces

sustainable brand

Based: London

Based: London

Sunny Williams

Taylor Smith

Brand: Susamusa

Brand: O'Halloran

Followers: 36.5

knitwear

Type of business:

Followers: 632K

Made to wear,

Type of

vintage-inspired label

business:Made to

Based: London

wear zero waste Based: London

Asul Tehrani left to right FIG 91, 92, 93, 94, 95, 96

Molly O'Halloran 59

INFLUENCERS Introduced in campaign 1.

Olivia Niell

FIG 97

Insta following: 769K

Mia Regan

Insta following: 617K

Yasmin Finney

Insta following: 1m

Claudia Ayuso

Insta following: 145K

INFLUENCER + BRAND CEO

Brand: weareTALA Followers: Brand: 286K Personal: 1m Type of business: Ethically made Based: London

FIG98

Grace Beverly 60

MEASURING OBJECTIVE (KPIS) The growth of Instagram following will measure awareness along with social media interaction (comments, likes, story views) how many responses we get back from initial brands receiving the 'guide' pack.

Engagement, number of brand CEOs accepting the brunch invitation, and engaging with social media content (posting on the day).

By the end of brunch, interest will be measured by brand CEOs signing a 3-year long contract working with ENCORE.

Positioning strategy: BRAND AWARENESS

Expected results after campaign

ENCORE

SELLERS WORKING WITH ENCORE

ENCORE

61

Cost breakdown

BRAND SEARCH

Printing Packs

Bio-mass (biodegradable and deportable) paper printing. approx sent to 20 brands

Event Planning

Displays, Table settings, guest list and seating arrangements, decorations, activity planning

£300 (Apprintable, 2022)

Average salary over 6 months for 1 x 2: £26,000 (Glassdoor, 2022)

£60 per person (60X 12) £720 (Dalloway Terrace, 2017)

Catering

will use 2 event planners over the span of 6 months: the average salary is approximate :

Venue

1-day cost for a 4-hour brunch at Dolloway Terrace, Booking the whole venue for the day (London, Bloomsbury).

£1200 (Peerspace, 2022)

100% organic cotton Tote bags

High quality, organic cotton tote bags, with individual prints on each bag (personalised) X 11

£220 (Art, 2021)

Photographer / Photo booth

High qulaity images of the event, for social media channels as well as user content Photo Booth

£500 Photographer £159 Photo Booth

62

Influencers

The 5 London based influencers Will work with Encore over the period of the campaigns 2 year period)

Total cost

Influencer salary not included, included in the first campaign.

£120,000 Per influencer, per year.

£29,099

63

Timeline (2023)

BRANDBRUNCH

Month

Weel 1

week 2

March

research ethical aligning brands

get hold of brand's CEO, establishing a relationship

week 3

week 4

event planning

PR packages in productio n

Send out PR packages to 6 brand CEOs and 5 influencers

tease brand brunch on socials

repost influencer content on social media

host brunch

social media campaigning

April

Event planning

event planning

May

Teasing brand brunch on social media channels

propose partnership with influencers

June

July

finalise event planning and itinerary

64

Encore X 3.

UAL GUIDE SMART OBJECTIVE Adressing obj 3 Inspire action and improve product knowledge by educating consumers through an interactive guidebook, a physical representation of Encore's educational service.

FIG 99

65

Campaign plan:

STRATEGY

Following the launch of the app and after establishing brands to work with, consumer campaigning will begin.

Upon signing up of the app, each user will receive a push notification about a free Encore X UAL brand guide.

FIG 100

In partnership with UAL and their sustainable fashion sector Encores guide will provide consumers with all they need to become conscious consumers.

Push notifications from the app will be scheduled for the 1st of every month of an updated UAL X Encore guidebook.

CHANNEL

Sneak peeks and teasers on social media channels, access PDF through APP. Tutorials are available on Instagram IGTV and an inperson UAL X Encore guide at the launch event.

Not a physical book (for environmental reasons) will be a feature of signing up to the app,, a downloadable pdf .

66

FIG 101

TARGET AUDIENCE

Primary targets are app users who are committed to shifting to conscious consumers. The guide also aims to reach fast fashion consumers to educate them on their choices, encouraging them to use the app's services to ease their potential journey to eco-conscious behaviours.

Furthermore, as a secondary target, brands could potentially be interested in getting hold of Encore for advertising purposes.

67

TACTICS

monthly updated content, so users of the app with up to date Encore :

A two page spread for new brands partnering with Encore. Praise for their efforts in ethical behaviours.

Tutorials and guides are written by UAL students. New ways to consciously consumer or rework old clothes. Along with market reports by student researchers

FIG 102

Influencer of the month, who practices sustainability, their favourite brands this month, with a personal photo shoot for Encore exclusive for the brand book, and

Promotional tool for upcoming Encore events. The first issue will showcase behind the scenes of the brand brunch (campaign 2) whilst promoting the last campaign (pop up event)

posted to their Instagram tagging Encore.

68

FIG 103, 104

69

INFLUENCER INCENTIVE Influencers posting hints of exclusive content only available in the guide entices consumers to download the app to check out the influencer of the month takeover.

KPIS metric data provided through app pdf downloads monthly increased users downloading the app from app store So excited for this shoot with @weareencore! cant wait for you to check out my piece on sustainable

engagement on social media accounts (followers,

fashion choices along with the cool pics we got

interactions, repost of

today :)

guide teasers)

FIG 105

70

Cost breakdown

UAL X ENCORE GUIDE

Editor

average salary for a book editor in the UK, to design the layout and correct spelling and grammar throughout

£34,193 annually (half a year) £17,096.5 (Glassdoor, 2021)

Influencer content

For days worth of photoshoots, interviews.

Instagram content

£8000 (Orchard, 2021)

For monthly content

£500 a month (encores own pricing)

UAL students

Total

£25,596.5

FIG 106

71

Month

Weel 1

week 2

week 3

Jan 2023

Partnership established with UAL

Extensive research into the sustainable market

branding and graphic design, along with book editors

organise content day with influencers for book content.

April

book (online) production (Ebook)

find influencer of the month

May

Social media advertising and teasing the release of the guide.

finalising book with printed prototype

app launches on the App Store available to consumers

June

July

physical guide given to attendees at brunch

pdf push notification automated at sign up

Print 100 for pop up event launch.

week 4

Print 11 guide books for the brunch guest, including personalis ed note from Encore CEO

Luanch pop up

4.

SMART OBJECTIVE Adressing obj 2 & 3

Increase brand engagements and interest by promoting the app product and services to increase app downloads by 150% within two months of launching whilst growing Instagram following to 8K.

CREATIVE OBJECTIVE connect with consumers through utilising strong brand imagery and personality throughout the campaign, utilising resources and integrating the previous 3 campaigns whereby a community of conscious consumers is established.

72

A celebration of the APP launch, Encore will connect with consumers by hosting an official launch event hosted outside the online community. The event will function as a space for Encore to promote its values and gain respect as a leading innovator in the sustainable fashion market.

FIG 107

73

STRATEGY

FIG 108

This campaign aims to showcase what the app offers in an offline space. The pop-up event will involve hosting taster services that replicate what the app provides to the users to increase interest and desire to download the app after attending. This will include: several slow fashion brands (the brands involved in campaign 2) hosting stalls for consumers to buy limited stock from their business. This aspect of the pop up will promote the marketplace aspect of the app. It will also include elements of campaign three by inviting master year students from UAL who master in sustainability in fashion. The selected UAL guests will be offering tutorials on how to use the Encore app (Reverse image technology), rework old garments, and talk about making the shift to conscious consumerism.

74

TACTICS & EVENT FEATURES

Tactic 1: At the event, Encore will put together a specific Spotify playlist that will play in the background. There will be QR codes for the attendees to scan to add the playlist to their library. This is to add another touchpoint with consumers, whilst adding a sense of relatability and community feel.

Inspired by the idea you share playlists with ENCORE

friends.

Play on words with the brand name (encore the song)

top to bottom FIG 109, 110, 111 Tactic 2: There will be a meet and greet station throughout the week, with 1 influencer a day (from campaign 1). The influencer will also document their experience on Instagram, to make more potential attendees aware of the event.

There will be a plain orange wall at the event (Encore brand colour). This is where attendees can take pictures with the influencer, or with friends.

This is inspired by the pink wall in LA, which is an Instagram phenomenon (Mau, 2017). To gain usergenerated media.

Tactic 3: At the entrance, attendees are given a 20% discount to use at any of the stalls; on the condition they download and sign up for the Encore APP. The most ecoefficient way to give out the discount is by showing the stall, the app downloaded on their phone. As well as this, to align with the principles, it will be a package free event therefore, each attendee will be given an organic cotton tote bag at the stall of their first purchase (to reuse through the day).

75

HOW IT WORKS The seven brands identified in campaign two will set up stalls at the pop-up event to sell clothes, like a real-life marketplace. This helps promote Encore, whilst giving the brand exposure for its eco-l conrinution

ECO-CONSCIOUS CHECK Although all the brands involved are already ethically motivated, it is important to Encore, that we stay completely sustainable. Therefore clothes sold at the event will be the brand's last season items, items made from dead stock along with next season garments capped at an estimate of how many items will be sold, to avoid waste. top to bottom FIG 112, 113

A mock-up of the House of Sunny stall, for example:

76

UAL STUDENT WORKSHOPS

HOW IT WILL WORK This will operate inspired by the genius apple bar .5 UAL master students who worked on the Encore guidebook, will offer attendees tutorials on how to work the app, and give The visitor of the stall will also receive the Encore guidebook edition 1 (campaign 3) for free. there will be a talk by one of the students every half an hour, on the benefits of switching to conscious consumerism, using a

FIG 114

PowerPoint filled with Encore graphics.

INCENTIVE As education, is usually avoided an incentive for attendees to listen to the talks is a free coffee in a free reusable Encore cup.

77

MEASURING OBJECTIVE (KPIS) The growth of Instagram following will measure awareness along with social media interaction and user-generated content. how many posts are against the orange wall Number of app downloads within the week of the pop-up store Amount of tote bags used at the event, along with clothes sold at stalls

Positioning strategy: NUMBER OF APP DOWNLOADS

Expected results after campaign

ENCORE

AWARENESS ENCORE

78

Cost breakdown

POP UP

£ 800 (Apprintable, 2022)

Printing Packs

Bio-mass (biodegradable and deportable) paper printing. approx attendees : 150

Event Planning

Venue, decorations, stalls,barista, UAL students, itinerary , planning the event

Average salary over 6 months £13,000 (Glassdoor, 2022)

barista

hourly rate of £9.24 work 12-4pm for the weekend (3 days) £110.88 x2

£110.88 x 2 £221.76 (Indeed, 2022)

Venue

Noho Studios, Oxford circus London for the weekend FridaySunday including a station for a barista

£2500 per day on the weekend (x3) £7500

100% organic cotton Tote bags

High quality, organic cotton tote bags, with ENCORE logo x 200

bundle offer £2500 (Art, 2021)

student speaking and offering advice/ tutorials.

£300 for the weekend x 5 £1500 (Pickstar, 2018)

UAL students

79

Cost breakdown

POP UP

stall workers

the average wage for a retail worker in UK £16 per hour working 12-8pm for 3 days £384 each.

£384 x 6 (brand stalls) £2304 (Talent, 2022)

Influencer

The 5 London based influencers Will work with Encore over the period of the campaigns 2 year period)

£120,000 Per influencer, per year.

(Schaffer, 2020)

Total

(excluding influencer salary counted in first campaign)

£22,025.67

80

Timeline (2023) POPUP

Month

Weel 1

week 2

week 3

week 4

Jun

start preperation along iwith other campaign preps

App launches into market

meticulous promotions on social media And apps for pop up event

Jul

competition winners announced, organising train tickets and hotel

winning package for competition winners in production

event planner

looking for appropriate venues

Aug

staying active and relevant on social media through influencer content, and constant posting of Encore's brand message

A student itinerary and research.

Practicing tutorials, an

finding and hiring staff for the event

Send out Influencer reminders

Sep

Putting together a playlist on Spotify for the event.

social media content

Oct

DEC

Event launching for 3 days

81

OVERALL TIMELINE PREPERATION & APP PRODUCTION

INSTAGRAM LAUNCH

BRAND BRUNCH

UAL GUIDE

POP UP EVENT

NOV 2022

DEC 2022

JAN 2023

FEB 2023

MAR 2023

APR 2023

MAY 2023

JUN 2023

JUL 2023

AUG 2023

SEP 2023

OCT 2023

NOV 2023

DEC 2023

JAN 2024

82

After completing the campaign, Encore will continue to grow by setting goals and objectives to reach throughout. We hope to create a community of trustworthy brands and consumers, shifting to conscious consumerism, penetrating the sustainable market into the mainstream E-commerce market.

A specific future goal for Encore is to create our own ethically sourced line of clothing in collaboration with a wellknown sustainable brand.

Future

FIG 115

IN OUR

84

RISK ASSESSMENT Acknowledging the potential risks and obstacles that could hinder the campaigns .

Risk: Brands do not partner with Encore after brand brunch Impact: domino effect on all campaigns and will have to delay the launching of the app.

Solution: Push the benefits, cost and reward for brands working with Encore Risk: Influencers not taking part in the Campaign Impact: Promotional tools used throughout FIG 116

campaigns will be less effective.

Solution: same as brand solution Risk: UAL rejects partnership for guide and tutorials Impact: campaigns will fail Solution: Reach out to other fashion universities in the UK, or sustainable educational organisations.

83

Conclusion

Encore penetrates the sustainable fashion market through innovative technology and combining scholarly sources in a never-donebefore all in one source. Through creating consistent brand imagery and utilising Encore's impactful message to drive every aspect of the campaigns, Encore establishes a means to encourage the shift to more eco-conscious behaviours in fashion consumption. Encore's essence facilitates a brand and consumer relationship that motivates consumers to stay loyal to Encore and what we have to offer, creating salience.

Encore is for the conscious consumer on their journey to becoming ethical... to the core.

content

weekly logs

positives

process

concerns

Feeling confident having gone through marks of last term's project with group members, received constructive feedback feel optimistic going into the new project.

this week I'm going to revise my brand handbook, taking not of reflections from group members

Feeling overwhelmed after the first lecture back, with lots of ideas, and having been shown the timeline for this semester.

Week 2

Evaluate and refine revise project to summarise an exec summary for a new project practical session with joanna integrated marketing lecture

We self-assessed ourselves. I feel this gave me a clear head. I see where I could have improved in my last project which I can apply in my new project—this included mind mapping ideas and writing out plans for potential campaigns.

I started YouTubing tutorials on how to create mockups on photoshop- as I feel I'm not as confident in this area from my last projects.

As a group, we are all active in communicating, which is helpful for questions and advice.

After this weeks lecture, i was left quite confused about how to apply IMC to my general campaign ideas

Week 3

strategy, obj, planning planning an aim for the campaign strategies along with drafting out marketing objectives.

I felt confident in the aim of the campaigns and the brand imagery and message. I am confident in utilising the brand messaging to drive all the campaigns..

Talking to my group members this week, we all fed ideas to aid our concepts. It was beneficial getting outside perspectives on my project and receiving advice and giving advice.

struggling with distinguishing between the different types of objectives, and how to be concise and apply SMART to the objectives/

Have to research ways to establish KPIs specific to my general campaign ideas.

Applying different aspects of AIDA to potential campaign ideas.

Confused about this weeks end of week's task, I spoke to the group to find they were confused as well, which was comforting.

week 1

week 4

Introduction to the module critical analysis of term two projects with group members concentrating on research insight and opportunity Actions and next steps

KPIs Further establishing AIDA Visual comms seminar with Mattt

Beneficial seminar with Matt, which aided in my progress with working on photoshop. A lot of the guidelines and examples Matt showed us, inspired a lot of creativity for my own campaigns. Feel confident in KPIs and Joanna's practical session was very useful.

WEEK 1, 2, 3 & 4

content

week 5

Week 6

Week 7

week 8

positives

process

concerns

self-assessing my process, by highlighting market criteria formative feedback exercise form.

After this week's activity, I feel I haven't made as much progress as I would have liked to. However, now that I have highlighted the mark scheme, I am more aware of areas I need to touch on to achieve the goal I want for this project.

Building an evident brand personality by ready over last term's project and marking it myself (against the criteria) helped me take a holistic view of my project and ideas to establish areas of improvement.

I have the design of my presentation and put my notes into presentation form.

feeling overwhelmed, had a burst of productivity this week, felt a bit chaotic with ideas, and wasn't sure how to get all my ideas down in a helpful way.

Presentation concentration

Feeling confident in the layout and structure of my campaign. Comparing it to my feedback from last term's presentation, I am much more optimistic about this term. Creating the presentation has given me a holistic viw of my campaign ideas where I can see the structure and flow and whether it works.

finishing up slides for presentation, whilst experimenting on photoshop.

With the dissertation due date approaching, I am struggling to concentrate on one project at a time, and I am finding splitting my time up very difficult.

HAving a break from lectures has given me a clearer head. I have split my time up better and am finding confidence in picking up the slack from the previous week.

More process than last week was able to finish the presentation, which gave me time to practice speaking. I have practised with my housemates and asked them for advice.

struggling with dissertation hand in approaching.

I felt I needed a break after presenting so I didn't do much work after giving.

The feedback was primarily critical, which made me feel less confident in,y project, however, it helped me identify where I was going wrong, and all the feedback was constructive.

Further work on the presentation with an independent study week.

Presentations

I feel I presented confidently, and I enjoyed watching my group's presentation; I thought it inspired more ideas to apply to my portfolio.

My notes, roughing out the campaign timeline.

Reference list Reference list Abram, K. 2022. Encore. University of Leeds.

Apprintable 2022. Eco-friendly Brochure Printing on 100% Recycled Paper.

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Harris, F., Roby, H. and Dibb, S. 2015. Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour. International Journal of Consumer Studies. 40(3), pp.309–318.

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Kazmi, S.H.A., Ahmed, R.R., Soomro, K.A., Hashem E, A.R., Akhtar, H. and Parmar, V. 2021. Role of Augmented Reality in Changing Consumer Behavior and Decision Making: Case of Pakistan. Sustainability. 13(24), p.14064.

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Reference list Orendorff, A. 2021. 10 Trends Styling 2021’s Ecommerce Fashion Industry: Growth + Data in Online Apparel & Accessories Market. Common Thread Collective. [Online].

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Pickstar 2018. Pickstar | Guest Speaker Budget Guide. Pickstar. [Online]. [Accessed 10 May 2022]. Available from: https://pickstar.pro/gb/blog/guest-speaker-budget-guide? utm_source=google&utm_medium=cpc&utm_campaign=EP%20speaker%20bureau&ut m_term=fee%2Fcalculator&utm_content=guest%20speaker%20budget%20guide&gclid =Cj0KCQjwmuiTBhDoARIsAPiv6L_cV6zP1_c8ueDRqrtLK0jqhVdLUUbQuVH5yLDpKkonz bHAfWj0gzUaAhyeEALw_wcB. Pimberly 2022. Whitepaper: Sustainability in Fashion and Apparel. Pimberly. [Online].

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Figure list

Figure 1 & 2: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022]. Available from: https://www.harpersbazaar.com/uk/fashion/fashion-news/a28609044/sustainable-fashionexpensive-why/.

Figure 3,4,5,6,7 : With Jean 2022. With Jean [Online]. [Accessed April 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 8: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022]. Available from: https://www.harpersbazaar.com/uk/fashion/fashion-news/a28609044/sustainable-fashionexpensive-why/.

Figure 9: With Jean 2022. With Jean [Online]. [Accessed April 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 10, 11, 12, 13: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 14, 15, 16, 17: House of Sunny 2022. House of Sunny Goes All Out For AW21 [Online]. [Accessed April, 2022]. Available from: https://fizzymag.com/articles/house-of-sunny-aw21.

Figure 18: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 19: House of Sunny 2021. House of Sunny The Bay Tracksuit Top [Online]. [Accessed April 2022]. Available from: https://www.imwimshop.com/sale/the-bay-tracksuit-top.

Figure 20: EliteDaily 2016. ‘Sex And The City’ [Online]. [Accessed 2022]. Available from: https://www.elitedaily.com/entertainment/mans-take-on-sex-and-the-city/1557317.

Figure 21, 22 & 23: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 24: HowToWearFashion 2021. Farmers Market [Online]. [Accessed 2022]. Available from: https://howtowearfashion.com/occasions/what-to-wear-for-farmers-market-how-to-style-outfitsinspiration.

Figure 25: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 26: Hadid, B. 2021. Bella Hadid Twitter [Online]. [Accessed 2022]. Available from: https://mobile.twitter.com/bellahadid.

Figure 27: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit Figure 28: Fashionista 2021. FARMERS, FORAGERS AND HOMESTEADERS ARE THE NEW FASHION INFLUENCERS [Online]. [Accessed 2022]. Available from: https://fashionista.com/2021/01/farminghomesteading-foraging-influencers-fashion.

Figure 29: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUK-ciLc__D9AEYG1ibAw/edit

Figure 31, 32, 33: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022]. Available from: https://www.harpersbazaar.com/uk/fashion/fashionnews/a28609044/sustainable-fashion-expensive-why/.

Figure 34: Riley Studio n.d. Riley Studio [Online]. [Accessed April, 2022]. Available from: https://eco-age.com/agency/recommended-brands/riley-studio/.

Figure 35: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 36: Reformation 2020. Reformation [Online]. [Accessed 2022]. Available from: https://www.tatlerasia.com/style/fashion/sustainable-fashion-brands-styleeco-friendly.

Figure 37: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022].

Available from: https://www.harpersbazaar.com/uk/fashion/fashionnews/a28609044/sustainable-fashion-expensive-why/.

Figure 38: E.L.V Denim 2020. E.L.V Denim [Online]. [Accessed 2022]. Available from: https://settingmind.com/meet-e-l-v-denim-londons-zero-waste-denim-brand/.

Figure 39: Molly O'Halloran 2021. Molly O’Halloran Knit Wear [Online]. [Accessed 2022]. Available from: https://www.thecoolhour.com/2021/12/upgrade-yourknitwear-with-a-made-to-order-piece-from-molly-ohalloran/.

Figure 40: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 41: This Study, Abram, K (2022) Figure 42: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 43 - 50: This Study, Abram, K (2022) Figure 51: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figures 52 & 53: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022]. Available from: https://www.houseofsunny.co.uk Figure 54: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 55: Free People, 2022. Free People [Online]. [Accessed April 2022]. Available from: https://www.freepeople.com/uk/?gclid=Cj0KCQjwmuiTBhDoARIsAPiv6LvnL_KO37xt1uO5VmqfKfO9WC1iv1_WIKsB85hxmINnVSpQ0S950aAhtgEALw_wcB&gclsrc=aw.ds Figure 56-59: This Study, Abram, K (2022) Figure 60: Free People, 2022. Free People [Online]. [Accessed April 2022]. Available from: https://www.freepeople.com/uk/?gclid=Cj0KCQjwmuiTBhDoARIsAPiv6LvnL_KO37xt1uO5VmqfKfO9WC1iv1_WIKsB85hxmINnVSpQ0S950aAhtgEALw_wcB&gclsrc=aw.ds Figures 61 & 62: This Study, Abram, K (2022) Figure 63: @olivianiell 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 64: @yazdemand 2022. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 65: @mimimoocher, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 66: @claudiaayuso, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 67: @cgracebeverley, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 68 - 78: This Study, Abram, K (2022) Figure 79: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022].

Available from: https://www.harpersbazaar.com/uk/fashion/fashionnews/a28609044/sustainable-fashion-expensive-why/.

Figure 80: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.

Figure 81: This Study, Abram, K (2022) Figure 82: House of Sunny 2019. House of Sunny [Online]. [Accessed April 2022].

Available from: https://www.harpersbazaar.com/uk/fashion/fashionnews/a28609044/sustainable-fashion-expensive-why/.

Figure 83: Figure 84-90: This Study, Abram, K (2022) Figure 91: @daniellemass, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 92: @weatherbabe, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 93: @withsunnywilliams, 2021. Instagram [Online]. [Accessed 2022].

Available from: https://www.instagram.com Figure 94: @tayllorrsmith 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 95: @asaltehrani_, 2021. Instagram [Online]. [Accessed 2022]. Available from: https://www.instagram.com Figure 96: @mollyohalloranknitwear, 2021. Instagram [Online]. [Accessed 2022].

Available from: https://www.instagram.com Figure 97 - 108: This Study, Abram, K (2022) Figure 109: Canva (2022). Canva Design uploads (online) [Accessed April, 2022] Available from: https://www.canva.com/design/DAE1L3ewduQ/9TUKciLc__D9AEYG1ibAw/edit Figure 110-114: This Study, Abram, K (2022) Figure 115: Molly O'Halloran 2021. Molly O’Halloran Knit Wear [Online]. [Accessed 2022]. Available from: https://www.thecoolhour.com/2021/12/upgrade-yourknitwear-with-a-made-to-order-piece-from-molly-ohalloran/.

Figure 116: With Jean 2022. With Jean [Online]. [Accessed 2022]. Available from: https://editorialist.com/fashion/with-jean-review/.