Endure: Brand Identity

Findings:
There has been a signifiant shift within the designer brands however this highbrow sector is not responsive to a populist market (A Rehn, 2008) - most people who buy fast fashion want the same clothes for a cheap price - as this is considered a 'bargain' - thus the design seeks to build a brand that is cheap and sustainable yet presents itself as contemporary, trendy and respected. Reliability within the design is crucial to its place in a mainstream marketplace.

Environmental change:
Sustainable Packaging in Fashion
- zero plastic used in packaging and bags in store 
- recycling bins for old clothes
- waste reduction in branding - ink / format considerations

Social change:- representative of race 
- sizing spectrum - advertisement varies in models of size and origins
- everyday people in the clothing promoted on the social media pages


How does it sit in the market group in contrast to other brands
Establishing a TA:

- Although old, this informs of the disposable income youthful generation has on clothes
- Growing popularity of eco-friendly consumption will bring it to a wider youthful audience (this generation Z care more about environmentalism as it effects their future)
- Men and women too broad - focus on women ages 16-30 
- Diversity of clothing acts to attract a spectrum of consumers

“Young consumers are driving this shift in attitudes,” says Alice Goody, retail analyst for Mintel. “44% of younger millennials – the 17-26 age range – said they would like to see more eco-friendly fabrics used in clothes.” In comparison, just 34% of Generation X and 30% of baby boomers said it was important to them. But we shouldn’t be too optimistic just yet – good intentions don’t always translate to ethical choices. Even for young women, sustainability was still a low priority – Mintel found 80% mainly looked for low prices.
-The Guardian 

This age bracket were most touched on in the CoP part 1 essay investigation. As such much informed context of their social cognition and exposure to models / brands, as well as the mass consumerist market they have been brought up in, has been investigated and psychoanalysed; making them the significant audience to target. The design decision will accordingly be tailored to their demographic. Their involvement in popular culture is the highest due to their greater exposure to social media and the internet. Additionally, their low disposable income, combined with the drive for more environmentally driven outlets, makes them the most appropriate demographic for this brand concept.

Use of celebrity endorsement:
As explored in part 1, celebrity endorsement has greta power in influencing a 'dumbed-down masses'. Natural humanistic characteristics draws us to be apart of a crowd (put into a label) as it makes us achieve a greater sense of self-identity. Following celebrities who are considered 'fashionable' means people who wish to present themselves this way can follow what is generally excepted due to this example being set. 
There is a mutual relationship here as celebrities get noted for contributing to a good cause and the brand itself builds in popularity

Social Media:
- Depop & Instagram page for selling clothes and advertising the brand. Sharing a visual identity that is clear and shared amongst the audience of the app users - design for VISUAL ADVERTISEMENT OUTLET 

- Twitter & Facebook for spreading news updates of environmental fashion / textile developments - design for EDUCATION OUTLET 

- Use of online platforms for advertisement cuts printing costs and productions, making the brand more eco-friendly in a technical output sense

Depop

• Depop is a great case study for the popularity associated with generation Z and second hand clothing. 
• Depop is a peer-to-peer social shopping app based in London, UK, with additional offices in Milan and New York. Founded in 2011 by entrepreneur Simon Beckerman who raised €1 million in funding in October 2013 from Red Circle Investment. In 2015, Depop secured another investment of $8 million from Balderton Capital and Holtzbrinch Ventures. Most active users of Depop are located in the United Kingdom, United Statesand Italy. In March 2016, former CEO, Runar Reistrup, stated that Depop's growth was achieved through word of mouth. 

Collaboration:
- the design reached out to connections within the textile industry to investigate existing sustainable materials / textiles being developed 

http://www.tedresearch.net/research/

- this information sheds lights on new technologies and progressions in sustainable fashion, and can be shared within the social media platforms.

This in turn results in the development of a CROSS BRAND of Fashion & Activism advocating for sustainable fashion and providing greater transparency into this industrial sector.