Rationale

Why is Re-Story needed?

With the research highlighting the magnitude of the problem of waste in the fashion industry, Re-Story would help to tackle waste, whilst giving fabrics and garments a new lease of life. The collection would also help to educate consumers on the issue, promoting circular consumption.

The vintage market is rapidly expanding, creating a competitive market which requires Retold to experiment with new ideas to stand out from competitors. Re-Story would allow Retold to stand out from competitors and hold a position as a trailblazer in the market.

Including Retold’s subscribers on the project helps to create a close-knit community of Retold’s followers, creating loyal customers. The collection would clearly communicate the transparency and authenticity of Retold, in a time of greenwashing and oversaturation, and this honesty would be attractive to the target audience.