Urban Outfitters: Raise the 24%

Aim: To teach young people aged 18-24 to repair their clothes and making repaired clothes a fashion statement.

Insight: Doubling the life of your clothes from one to two years can reduce your carbon footprint by 24%.

The campaign will use guerrilla tactics, social media influencers and events.

guerrilla Advertising

The campaign will start with guerrilla tactics. Urban Outfitters will spray paint existing fast fashion adverts and target brands such as ZARA, Primark and TU.

The Repair Boxes

These repair boxes will be filled with fabric, needles, thread, iron-on patches and instructions.

influencers

Fashion influencers Lucy Fulop and Rosie Bea will post tutorials on YouTube, post themselves wearing repaired clothes on Instagram. They will also have limited collections of their repaired clothes on sale in Urban Outfitters. Alongside the rest of the public who will be able to sell their repaired clothes through Urban Outfitters online and in-store.

Selling on the Webiste and in-store.

Ironed and Sewn Catwalk Event

This event will take place on Saturday 23rd April 2022, the Saturday of Fashion Revolution Week. The catwalk will exhibit the publics repaired clothes that they entered into the catwalk.