Couture with Purpose
Concept
Couture with Purpose, a non-profit organization on a mission to educate people about the environmental impact of fast fashion, all while promoting the allure of second-hand shopping without judgment. Our approach is not aggressive but rather informative to illuminate the hidden costs of fast fashion. We strive to make sustainability effortlessly chic, turning second-hand shopping into a trend that not only aligns with personal style but also champions ethical consumer choices.
Goal
To revolutionize consumer behavior towards sustainable fashion, specifically amongst Millennials, by fostering a cultural shift where second-hand shopping becomes synonymous with style and trendy, thereby reducing the environmental impact of fast fashion.
Challenge
Despite Millennials espousing sustainability as a core personal value, they stand out as the generation with the highest consumption of fast fashion. Past campaigns, which leaned towards consumer shaming, have proven ineffective, as they tend to induce guilt rather than prompting meaningful shifts in behavior. The challenge lies in steering shopping habits away from fast fashion towards more sustainable choices in attire.
Problem
How do you market a product without relying on a tangible item? Couture with Purpose faced the challenge of identifying the essence of their product and redirecting their target audience accordingly to Couture with Purpose's mission and movement.
Solution
Developing a website equipped with useful tools, research, and resources offers a valuable platform to promote Couture with Purpose's mission and engage individuals in their movement efforts.
Problem
Ensuring a consistent brand identity across various media platforms can pose challenges within expansive campaigns. Additionally, it's crucial to prioritize a user-centric identity when crafting your brand, especially to resonate effectively with your audience.
Solution
By prioritizing Couture with Purpose's target audience when creating brand guideline, a stronger foundation was established for both the brand and its movement.
Problem
According to user surveys, Millennials show a higher susceptibility to social media and influencer marketing, with Instagram being their preferred platform.
Solution
Creating multiple Instagram reels and posts that seamlessly integrate sustainability into an inviting and aesthetically pleasing format.
Problem
The internet is inundated with banner ads, leading to oversaturation in online advertising. Consequently, it becomes challenging for any individual banner ad to capture the attention of users.
Solution
Creating elusive banner ads that refrain from overtly indicating the promotion of a product or message, sparking users' curiosity and encouraging further exploration.
Problem
Pause ads for streaming services are becoming increasingly common in advertising. How can we adapt and utilize them for a cause rather than a specific product or service?
Solution
Similarly to banner ads, promoting ambiguous pause ads that do not clearly indicate the promotion of a product or message, peaking the interest of users to explore further.
Problem
The act of purchasing clothing is unlikely to cease entirely, even when an individual possesses all the attire they need.
Solution
An email marketing campaign that provides shopper with sustainable places to shop for while still providing resources and information on the importance to ethically shop Crafting an email marketing campaign that not only directs shoppers to sustainable shopping destinations but also offers valuable resources and information on the significance of ethical shopping.`
Problem
Although digital advertising dominates the current landscape, traditional advertising methods persist, exemplified by magazines, which remain highly influential in the fashion industry, and billboards.
Solution
Crafting traditional advertising materials that exude sophistication and clarity, effectively communicating the intended message within their specific environments.
REFLECTION
The challenge of managing diverse mediums to effectively convey Couture with Purpose's message frequently arose, necessitating the establishment of consistent unity across all platforms. As the movement expanded, so did the brand's opportunities, enabling me to venture into uncharted territory and evolve as a designer. 
