1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE

BRAN

PROJECT
PROPOSAL
ON FAST
FASHION
FINAL PRESENTATION

REGINA TAY SU TING

S10189824

D 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE B
 TABLE OF CONTENTS
01 04
EXECUTIVE SUMMARY TARGET AUDIENCE &
RESEARCH FINDINGS

02 05
PROBLEM STATEMENT & SWOT & COMPETITOR
PROPOSED SOLUTION ANALYSIS

03 06
OBJECTIVE & BIG IDEA PROJECT THEME, TIMELINE.
DELIVERABLES & BUDGET
BRIEF:
 PROJECT BRIEF

To raise awareness on fast fashion and its

environmental and social impact to the general public
and shed light on an alternative – thrift shopping.

To introduce environmentally-friendly ways (e.g.

upcycling) that one can tap on while staying
sustainable & eco-friendly
 EXECUTIVE
SUMMARY
Fast fashion has become a norm due to its
trendy pieces which are manufactured on
cheap & speedy production. Most retailers
look to this business model as the demand
for such clothing is at its peak. This creates
a competitive advantage for brands to tap
into as from the ideation phase to the end
product will be swift and produced in the
shortest time possible.
 PROBLEM
STATEMENT

Fast fashion has resulted in carbon dioxide

emissions and waste of material every year.
Apart from the impact it causes the
environment, its social impact involves forced
labour to young women aged 18 to 24.
 CAMPAIGN OBJECTIVES

● Due to an increase in mass production of fast fashion products,

and a less in demand of fashion products once the trend dies
down, this campaign aims to increase the awareness of thrift
shopping as an alternative to fast fashion shopping.
● By building on awareness and understanding the cause behind
thrift shopping, the campaign will be carried out online and
offline to educate, promote and act on providing more reason to
thrift shop instead of purchasing through fast fashion brands.
1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAN

PROPOSED
SOLUTION
Introducing thrift shopping, an alternative to
shopping where one shops for second-hand
preloved clothing that are decent and
wearable, potentially at a lower cost.

In addition, it calls for action to stay

sustainable.

D 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE B
 OBJECTIVES
● One stop platform where consumers can thrift from
various thrift stores (online and offline)
● Understand the risks of fast fashion
● Attend upcycling workshops to deepen knowledge
of how to stay sustainable while shopping
● Platform where different thrift stores across the
country can utilise to build on brand collaborations
and awareness
 NEWS ARTICLES

Second-hand clothing may allow the younger generation to build a difference in the
community with the latest thrift shopping places across the country.
 NEWS ARTICLES

Second-hand clothing might thrive in the industry due to Gen Z/Millennials taking
advantage of this initiative to build on the awareness of fast fashion waste.
 SOCIAL MEDIA ON THRIFTING

As seen on social media, there are many user-generated content on thrift shopping places around the country to allow for
awareness and also increase in building the brands locally to educate the public on thrift shopping as an alternative.
 GOOGLE TRENDS

There is a constant increase in search of thrift clothes and thrifting over the last 12
months, which indicates that there is a relatively high interest in thrifting in the country.
 SWOT ANALYSIS
● Focused on niche market ● Potential partnership with thrift stores
● For good cause on ● Allow for more movement socially across
sustainability social media
● Allow social awareness ● Motivation to stay sustainable
STRENGTHS OPPORTUNITIES

S W O T

WEAKNESSES THREATS
● Relative new in market ● Inflation - mark up prices on clothing
● Challenging to create social items to cover
awareness ● Competition on pricing for similar pieces
of clothing
 THE BIG IDEA

01 02 03

EDUCATE PROMOTE ACT

Risks of fast fashion & its Thrift stores (offline and Take reasonable action to
alternative shopping to online) and grow their play a part to not
thrift business with a cause contribute to its cause
 TARGET AUDIENCE #1 - GEN Z
DEMOGRAPHICS
01 Aged 17-27

02 Digital natives

SHOPPING CHOICES 03 Male & Female

In-store Online 40% of global consumers in

04 purchasing power
MOTIVATIONS PSYCHOGRAPHICS
Interests: Fashion, shopping,
01 Making a difference in society 01 lifestyle, social media
Personality: Loud, pragmatic,
02 Prioritising world issues 02 socially responsible, connected
 TARGET AUDIENCE I
TARGET PERSONA 1
AUDIENCE:
GEN Z
● Andrew Yap
● Aged 25
● Aged 17-27 ● Have an interest in fashion
● Digital natives ● Occupation: Production
● Male and Female Assistant
● Social status: Lower-middle income group ● Residence: North, Singapore
● Preferred to shop onsite compared to online ● Have an interest in making a
difference in society
 TARGET AUDIENCE #2 -
MILLENNIALS
DEMOGRAPHICS
01 Aged 25-40

02 Diverse population

SHOPPING CHOICES 03 Male & Female

Online Store High purchasing power due to

04 being in society for a while
MOTIVATIONS PSYCHOGRAPHICS
Interests: Social change, retail
01 Motivated by growth and innovation 01 therapy, budget-friendly shopping
Personality: Expressive, collaborative,
02 Building an experience 02 transparent and adventurous
 TARGET AUDIENCE I
TARGET PERSONA 2
AUDIENCE:
MILLENNIALS

● Aged 25-40 ● Candice Tan

● Diverse population ● Aged 32
● Male and Female ● Have an interest in upcycling
● Social status: Middle to high income group ● Occupation: Fashion Designer
● Motivated by growth and innovation ● Residence: East, Singapore
● Interested to stay sustainable in
society
MARKET RESEARCH
 COMPETITOR ANALYSIS

@REFASHSG @THEFASHIONPULPIT
● Content Pillars & ● Content Pillars &
Website Content: Website Content:
Photos, Videos, Photos, Videos,
Articles and Guides Articles and Guides
 CONTENT STRATEGY
PROMOTE &
EDUCATE

OFFLINE ONLINE

ONSITE
INSTAGRAM TIKTOK
EVENTS
● Quarterly bazaar to invite brands to come ● Posts on ● Videos on
together to have a sale - Oct 2022 thrift-related thrift-related
● Season of Giving - Dec 2022 content content
PROJECT THEME

Your one stop shop for thrift clothing

CONTENT TOPIC, PILLARS AND
CONTENT
Content Topic Thrift Shopping

Content Pillars Fun Facts of Thrift Shopping Thrift Shopping Locations in

Singapore

Content Benefits of Thrift Shopping Haul on finds during thrift

shopping at different parts
of Singapore

Promoting responsible How thrifting can make a

shopping habits difference in community
SAMPLE CONTENT PIECES
JUSTTHRIFTIT BAZAAR
JUSTTHRIFTIT FB PAGE
 INSPIRATION: PINTEREST

Pinterest allows inspiration and a moodboard, and for social content pieces of JustThriftIt, there will be different
visuals and short video clips on different thrift content such as hauls, benefits of thrifting and also what to expect
while thrifting in the community.
 INSPIRATION: TIKTOK

Similar to the social media content pieces of thrifting, we will provide snippets of what the community can expect from the
different thrift stores locally, and how they can have a glimpse of the experience and what kind of clothing they can look out
for while utilising our platform.
 SUCCESS METRICS

● We will be utilising Instagram Metrics to monitor on the

following count, impressions and follows throughout this
campaign. This will allow us to identify on the demographics of
our target audience and what kind of social media content do
they prefer.

● In addition, we will be using Tiktok for Business to understand

on our profile views, and likes and comments in order to see if
the video reels appeal to the demographics and whether they
algorithm allows our videos to be viewed through the For You
Page.
 PROJECT TIMELINE
● Setting up social media calendar
● Content pieces through the month
● Email potential brands for partnerships
● Bazaar short videos of event
● Announcement of bazaar (offline event)
SEP 2022 NOV 2022

AUG 2022 OCT 2022 DEC 2022

● Primary and ● Offline bazaar for ● Content pieces through the month
secondary brands ● Festive season - season of giving
research on ● Content pieces (offline event)
target audience, through the
shopping habits month
and gaining
awareness
 PROJECT BUDGET
IN-HOUSE
CONTENT
50% [$15,000]
● Social & blog posts online,
online ads on content
OFFLINE
40% EVENTS
[$12,000]
● Space for offsite events
MISC
10% [$3,000]
$30,000 ● Ad Hoc matters
 FINAL
DELIVERABLES
● JustThriftItSG Instagram Page
● JustThriftItSG Tiktok Page
● JustThriftIt FB Page
1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAN

THANKS!
Do you have any questions?
[email protected]
+65 8492 2403
justthriftitsg.com.sg

Please keep this slide for attribution

CREDITS: This presentation template was created by Slidesgo,

including icons by Flaticon and infographics & images by Freepik

D 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE BRAND 1980 CLOTHING STYLE B
 REFERENCES
- https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal
- https://www.straitstimes.com/life/style/online-marketplace-carousell-to-acquire-thrift-fashion-pla
tform-refash
- https://www.straitstimes.com/life/style/earth-first-clothes-secondhand-more-spore-youth-start-t
hrift-stores
- https://www.instagram.com/p/CgWk1xFsGuA/?igshid=NDRkN2NkYzU=

CREDITS: This presentation template was created by Slidesgo,

including icons by Flaticon and infographics & images by Freepik