Wearable Sustainable Target Market

Fashion takes action is a non-profit Canadian organization, they focus on bringing awareness to individuals as well as organizations about moving towards sustainable fashion. Fashion takes action has worked with businesses, entrepreneurs and has participated in countless events in order to spread accurate information about the fashion industry. Fashion takes action believes that making modest steps is essential, considering that perfection does not exist. Promoting the “buy it to vote” mentality is a major part of their campaign, consumers must realize the power they hold in their wallets.

“Wearable Sustainable” is a social communication campaign on the environmental detriments of the fast fashion industry.

Wearable

Specifically, the teens that spend their free time in malls. This demographic is composed of people who are new consumers. They are motivated by their need to “fit in”, and consequently spend much of their time and money in this endeavor. Unfortunately, they also value cheap clothing. This low-priced clothing allows teens to build a larger wardrobe while on a budget. Many shop in groups, and will make purchasing decisions based on what their peers. The secondary target is composed of the parents of these young teens. Parents will accompany pre-teens to the mall; they facilitate an allowance and take part in the child’s purchasing decisions. They want their child to become responsible consumers; at this stage they would also value their child’s individualism. Even if their individuality comes at the price of purchasing poorly made clothing. Parents may also be busy people, in which case these factors may or may not play a role. The tertiary category would include the rest of consumers who go to the mall; this would be formed by much of the general public. The general public would see the convenience of a mall set up as desirable for quick shopping. A mall offers a seemingly extensive selection for consumers to choose from (although there are many options, these options tend to share the same background of being all from fast

As teens, they are developing their critical thinking skills, and may not have been exposed to the inner workings of fast fashion.

The audience should be able to realize that what is happening is not right. Once the target audience is exposed to the truths, the desired outcome would be that of disapproval for the industry.

We want consumers to stop buying into fast fashion, to take a stance against a broken industry. Then to put their money where their mouth is, and start purchasing second-hand and sustainable options. We will convey the message by connecting the dots for consumers to show them how their clothing is truly made. Using pathos within the imagery the campaign will conduct consumers to these conclusions.

The benefits that consumers will experience include: a clear conscience, a sense of accomplishment and good samaritanism. If this is an interest of theirs: they will feel an advance in their environmentalism. Furthermore, because the sustainable options are better made those who choose to purchase these will benefit from having higher quality clothing that will last longer. Leading to less purchases overall for their