Fashion Revolution by Madelyne Brown

FASHION REVOLUTION X LITTLE GREEN RADICALS

“Most children grow seven sizes in the first three years of their lives.”

Our Aim • To create grassroots change • To create emotive provocation

94% of Fashion Revolution’s audience is female and only 6% is male…

How do we solve this?

Key Points of Research It is estimated £140 million worth of clothing goes into landfill each year.

Gen Z parents want to be informed and will research to learn where and how a product is made. Members of this generation know how to access information quickly and make purchasing decisions based on eco-friendly factors.

42% of Gen Z parents considered being eco-friendly is the most important factor when purchasing products, compared with 34% of older millennials and 33% of younger millennials.

• Fashion Revolution has teamed up with organic baby clothing brand Little Green Radicals, so used baby grows can be sent over to India – to help both the environment and families who need it.

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Employees from Chetna Organic, the cotton producers who supply for Little Green Radicals, will be the lucky families on the receiving end.

Inside…

• A photo and a story from your matched family • Information pamphlet with instructions • Stickers • ‘Who Made My Grows?’ sign • Ethical snack sample

After signing up, a recycled box will arrive in the post for participants to put a maximum of 5 100% cotton baby grows in.

Other baby clothes can also be added too, if they’re also 100% cotton.

Key Tactics • Instagram advertisements from Little Green Radicals and Fashion Revolution – ‘Swipe Up To Sign Up’ and sponsored posts • Publicity PR activity – send boxes to Instagram influencers • Poster on bus stops and in public spots

• Gen Z parents in the 18-24 age bracket • Have some awareness of the impacts on the environment but want to learn and contribute more • Low-medium disposable income • Enjoys the outdoors

Step-by-Step 1. Fill in online form 2. Receive box and fill with baby grows

5. Family encouraged to pass baby grow on when their finished with it and will receive a guide on how to turn it into compost.

3. Send off using Green Courier

4. After family have received box, participants will receive a QR code to scan to make it a subscription, a letter from the family and a discount code for 15% off Little Green Radicals.

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#WhoMadeMyGrows