Design a branding concept and to launch the ECOllective fashion platform:
ELSEWHERE.
BACKGROUND
The ECOllective platform was created as a one-stop shop for sustainable fashion. It’s about connecting the mindful consumer to a wealth of stylish fashion options from transparent brands.
The fashion industry is the second most polluting industry in the world after oil and as consumers become more aware of the detrimental effects on people and the environment, they are becoming conscious consumers. Brand transparency is the next frontier for fashion businesses as consumers are starting to question #WhoMadeMyClothes. The ECOllective was inspired by the growing number of fashion brands practicing and publishing social and environmental responsibility. However, the customer was required to do a lot of research and soul searching to find these brands. Bringing these brands together within one retail platform offers the conscious consumer a simpler and more convenient way to shop.
OBJECTIVES
+Create a brand that promotes awareness around topical issues concerning fashion ethics without actively educating the consumer.
+The consumer experience should be clean and all content easy to navigate providing a simplistic way to browse and shop the platform.
+Transparency should be embedded in all design and communications for the brand.
MINDFUL MILLENIALS
+Age 18-35 = Most sustainably engaged
+Convenience shoppers Browse online but shop to touch/see/feel
+Care about what is in and on their body
+Digitally Connected
+Use Social Media as a gateway to protest, sharing and signing campaigns
+Firm ethical standpoint
CONSCIOUS CONSUMERS
+Majority female Age 35+ (Gen X)
+Value experiences over possessions Use smart phones and blogs
+Shop Less, Choose Well, Live More Choose mindful consumption, slower fashion that lasts and quality over quantity
+Reasonable Disposable Income
+3/4 of UK consumers would pay an extra 5% to guarantee worker safety (Yougov)
+Timeless fashion over fad trends & Interested in health & wellbeing
USP
The customer can filter fashion by ethical credentials and view transparent brand profiles allowing them to make considered and informed choices. Ethical filters will include: Fair Trade; Sustainable Fabric, Organic, Vegan, New Life (Recycled, Upcycled or Vintage), Handmade, Locally Made and Altruism (Donating to charity)
PROPOSITION: FILTER YOUR PHILOSOPHY.
TONE OF VOICE
+Conscious
+Street Wise
+Confident
+Direct
+TRANSPARENT
THE CREATIVE CHALLENGE
We want the ECOllective to be the go-to online ethical fashion platform with Transparency being at heart to everything we do.
WHO IS DOING IT RIGHT?
ASOS, Reformation, Matt and Natt, Nudie Jeans, Everlane & Zady.
OUTCOMES
+Brand Identity/Concept
+Brand Guidelines
+E-Commerce Site (requires collaboration).
+Packaging Design
To be considered: Blog / Event Design / Newsletter
APPROACHES & OUTCOMES
The customer is also invited to a unique, omnichannel experience of pop up shops planned across Europe. The best stock will be showcased in these pop up stores allowing the customer to view in person, touch and try on sizes. They are then able to order a new garment for delivery to their door in non-plastic, recycled packaging. The branding would need to be integrated into this, potentially with an interactive element.
