Marketing Proposal of Consumer Insight Driven Fashion Sustainability Initiative for
GhimLi Garment Manufacturer
Skills: Market Research and Analysis, Strategic Planning and Problem-Solving, Communication and Engagement, Project Management, Design and Creativity, Adaptability and Continuous Learning
Medium: Figma, Photoshop, Adobe Illustrator, Procreate, Canvas, Miro
Objective:
The primary objective of this project is to thoroughly explore and understand public attitudes and behaviors toward slow fashion and responsible clothing recycling. A key aspect of this investigation is to discern how different age groups perceive and engage with these sustainable practices. This research will play a pivotal role in positioning Ghim Li as a forward-thinking, sustainable manufacturer, aligning with the ongoing transition towards sustainability in the market.
Key Strategies:
The primary strategy for the project revolves around narrowing the gap between consumer awareness and actionable behaviors towards sustainable fashion.
- Consumer Engagement and Education:
- Conduct in-depth research to understand consumer perceptions and behaviors towards fast fashion and sustainable alternatives.
- Focus on raising awareness by providing reliable and accessible information about sustainable fashion products to everyday shoppers, especially targeting Generation Z due to their significant impact on fashion trends and adept use of social media and technology.
- Innovative Campaigns and Tools:
- Implement the 'Weave Sustainability' experience campaign, which includes pop-up events, educational experiences on recycling, and a recycled T-shirt swap program, to engage consumers directly and demonstrate Ghim Li's commitment to sustainable fashion.
- Introduce the 'Weave Sustainability Tag', an innovative label providing clear information on the sustainable classification of garment materials, integrated with QR codes for enhanced consumer engagement and transparency.
- Encouraging Actionable Change:
- Provide tangible recycling opportunities for consumers at events and campaigns, enabling them to experience the benefits of sustainable practices firsthand.
- Develop initiatives that incentivize consumers to participate in recycling actions, potentially collaborating with governmental bodies to expand a reward and grading system. This would encourage more informed and sustainable choices in clothing purchases and disposal.
- Long-Term Vision and Collaboration:
- Work towards establishing a higher standard in the fashion industry by continuously developing and refining strategies that align with the evolving market and environmental needs.
- Explore partnerships with government and retail entities to promote and facilitate sustainable practices more broadly within the industry.
Awarded - First Prize
