CASE STUDY
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Love Not Landfill
Challenge
People in the UK send 300,000 tones worth of clothing to landfill each year. This is symbolic of the negative impact fashion has on the planet. In order to stem the flow of waste textiles we need to talk to our younger generations about how they might interact with fashion and clothing more responsibly than we have. We need to engage a 16-24 younger audience on the topic and encourage them to:
1. Consider buying Second hand as a first port of call 2. Mend and Repair 3. Give clothing the long life it deserves
The Opportunity
There are 7 million 16-24 year olds in London. By engaging them on their level, in their language in the locations they like to hang out in, we can be the catalyst for a shift in mindset. We can prove that 2nd hand is a very viable on trend fashion option.
The Idea
To create a Love Not Landfill pop up shop and associated brand materials which would be a contemporary destination store selling the best of charity shop fashion. Concessions would be curated by influencers and branded as ‘Edits’ associated with the Charity of choice. The store will showcase 2nd hand fashion at it’s very best, displayed in an environment that is spacious, clean, slick and stocked with clothes hand-picked to reflect trends that would appeal to our younger audience. We created a relatable environment in which our young demographic would want to spend time.
By presenting the clothes to our target audience, through mediums and platforms they interact with, in a stylistic light that they can relate to as well as creating a forum for further conversation around slow fashion and sustainable habits and behaviours.
By creating a physical space we sparked opportunities for our audience to engage with events and activities that increased their understanding of how clothes and the fashion industry impact the environment.
ESE Consultancy Delivered
Customer Profiling
Store Design
Project Management
Art Direction
Creative Marketing Strategy
Stakeholder Management
Product & Merchandising Strategy
Social Media Strategy Consultancy
Event Production Opps
Creative Direction
Programme Leadership
Campaign Production - Instore, Print, Press, Digital:
Including Lifestyle and Fashion imagery presenting second hand fashion as desirable and on trend and that communicates the unknown LNL Brand as a positive, youthful, ‘in touch’, culturally aware brand that gets what young people want from their interaction with fashion. The brand has been designed for mass appeal and is not tied to one specific subculture youth fashion genre.
Results
32% of Londoners are aware of the Love Not Landfill brand.
2500+ visitors to the physical store across 4 days
Combined sales of approx. £15,000 in 4 days
