Influence ME!
Research and Reflective
Te Breif
TeMessage:AreYouGoingtoBetheMessageorCreatethe MessageandWhoWillCarryIt?
In this project, you’ll explore your role as a communicator or creator in a world where fashion, media, and technology are changing fast. Your starting point is a big question: Are you going to be the message, or create the message and who will carry it? You’ll respond by creating a concept that challenges the fast fashion industry and speaks directly to the Alpha consumer - the young, trend-driven generation infuencing what’s cool and what sells. Alongside this, you’ll consider how AI is changing fashion. Think about tools like AI design, digital infuencers, virtual try-ons, and trend prediction - how do these technologies shape your message, and how can you use or question them? You will need to look and think ahead to 2030 - how might your idea grow or shift in the future? Could it be part of a brand, movement, or cultural shift? Your fnal outcome should include your concept, the format you’ll use (social media campaign), a pitch explaining your idea and a forecast. Remember to defne your message clearly: What are you saying? Who are you speaking to? Why does it matter? Your response of a social media campaign can take any form of a podcast, TikTok series, campaign, short flm for example.
20X20
Before i started my initial research i wanted to form a quick 20X20 mindmap/visionboard on my frst thoughts and feelinmgs about who Gen Alpha are and what their genneration are going to be like in 2030.
Activist:
Anti--Perfection
Bold:
Collaborative
Consious
Culturally Aware
Crafy
Ethical
Experimental
Expressive :
Hyper-personal
Inclusive
Nostalgic
up-cycle:
Visionary:
Generation ALPHA: Wh
o are tey
?
Afer my initial 20X20 i interviewed a Gen. Alpha female aged 12, to see if my innitail thoughts and reaction were correct. I found that although I thought that her genneration were going to be far more active in fghting climate change and consious shopping, it was infact not the case, insted prioritising looks over sustanibility. Below is the intweview:
Interview with GEN alpha female age 12:
Q: What are your favourite fast fashion brands?
A: “I like Zara, Brandy Melville, Primark, H&M, Abercrombie & Fitch and Hollister. I also really like Urban Outftters and Anthropologie but they are a bit expensive.”
Q: Who are the infuencers you like the most?
A: “Ami Charlize, Alex Earle, and the Kalegores Sisters (they wear a lot of Brandy Melville and Abercrombie style stuf )”
Q: Who are your favourite music artists?
A: “ I really like house music, and Becky Hill and Oasis”
Q: What are the social media platforms you use the most?
A: “ TikTok and Snapchat, but I don’t really use snap for looking at ads or fashion things. Roblox is also popular for everyone but Fortnite is only really for boys.”
Q: What is your favourite type of content?
A: “I usually just watch getty ready with mes and lip-syncing videos, i like relatability”
Q: Does sustainability matter to you in fashion?
A: “Not in fashion, i don’t really think about it. I do care about being eco friendly but not for clothes.”
Q: Is there anything in pop culture that is infuencing your fashion? E.g. Tv Shows, actors, pop stars etc.
A: “ Vampire Diaries everyone wants to dress like Elana Gilbert”
Generation Alpha: Consumer Profile
Demographic
Age : 15>
Gender: female/NB
Occupation: student
Psychographic: geographic
Behavioral:
Lifestyle Values Attitudes
Location:
Purchase patterns: fast Fashion and vintage Brand loyalty: interested in brand loyalty but not solely buying for loyalty
What is fast Fash
ion?
Te term Fast Fashion refers to the rapid and inexpensive production and a Sale of trend driven clothing, ofen emulating high fashion runway shows, in order to maximise proft from current trends. Fast Fashion ofen prioritises speed and low costs over ethical and sustainable practices.
Key characteristics:
• Rapid Production: Brands quickly replicate current trends and get them in stores to capitalise on demand.
• High Turnover: Encourages frequent purchasing and discarding of clothing.
• Low Production Costs: Use of low quality materials means the garments are cheap and afordable.
• Trend Replication: Ofen copy designs and trends from runway shows and high fashion designers.
• Mass Production: Large volumes of clothing produced for mass market consumption
Consequences:
Environmental impact:
Te rapid production of clothing using cheap and synthetic materials contributes to waste and pollution and carbon emissions with the Fast Fashion industry consuming 5% more CO2 than total fight and maritime transport consumption.
• Social and labour concerns:
Fast fashion ofen relies on exploitative labour, with long working hours, low wages and unsafe conditions.
• Economic impact:
Increased consumption can lead to a culture of disposability with many items of clothing ending up in landfll.
Fast Fashion B rands
Afer looking into Gen Alpha and their values I think in the future they will prefer to buy from higher-end fast fashion brands as they prioritise sustainability over mass consumption trends. Higher-end brands, although more expensive are generally made to a higher standard and potentially more ethically that lower end fast fashion brands.
Urban Outftters blends a laid-back, eclectic aesthetic with a youthful, trend-forward edge. Te brand draws heavily from vintage, indie, and streetwear infuences, ofering everything from oversized graphic tees and baggy jeans to boho dresses and retro-inspired accessories. Its style feels efortlessly cool—ofen nostalgic, occasionally grungy, and centred around self-expression.
Urban Outftters appeals to creative, fashion-conscious shoppers who embrace individuality and cultural references in their everyday wear.
Urban Outftters is generally considered a fast fashion retailer due to its rapid production cycles, reliance on cheap materials, and focus on trendy styles that change frequently. While they have some measures in place to address sustainability, they are still heavily reliant on the traditional fast fashion model.
Urban Outftters’ Sustainability Initiatives:
“UO In Progress”:
Urban Outftters has introduced a program called “UO In Progress” that aims to explore more sustainable practices, including circularity, alternative materials, and reducing environmental impact.
Recycling and Upcycling:
Tey have initiatives to recycle and upcycle clothing, including their Urban Renewal program, which focuses on fnding new life for vintage and unwanted garments.
Overall Impact:
While Urban Outftters has some sustainability eforts, they are still considered a fast fashion retailer with a signifcant environmental and social impact. Tey are criticized for their reliance on cheap materials, fast production cycles, and the potential for cultural appropriation.
Abercrombie & Fitch has evolved into a polished, minimalist brand with a strong focus on ft, quality, and elevated everyday essentials. Its aesthetic is clean and refned, with items like structured denim, neutral palettes, tailored outerwear. While it nods to its collegiate, preppy roots, today’s Abercrombie leans more into efortless sophistication, appealing to a young audience that values comfort, confdence, and timeless style. While it’s not as extreme as some fast fashion brands, Abercrombie & Fitch follows trends and ofers new collections frequently, appealing to a younger demographic.
Materials and Production:
While they use some lower-impact materials, Abercrombie & Fitch’s production process still relies heavily on materials like polyester, cotton, and elastane, which can have high environmental impacts.
Sustainability Concerns:
Tey has been criticized for its limited eforts in addressing sustainability issues like waste reduction, and there’s no clear evidence it’s taking sufcient action to protect biodiversity in its supply chain.
Rebranding and Market Shif:
Afer a period of decline, Abercrombie & Fitch has rebranded, shifing its focus towards a more young-adult demographic and attempting to re-establish itself as a relevant fashion player, while still maintaining its fast fashion approach.
Ethical Considerations:
Like other fast fashion brands, Abercrombie & Fitch faces criticism for potential ethical issues such as labor conditions in production facilities and the overall contribution to overconsumption and environmental damage.
Anthropologie channels a whimsical, bohemian-chic aesthetic and romantic silhouettes. Te brand blends vintage inspiration with modern femininity—with fowing dresses, embroidered pieces, statement prints, and curated home décor. Anthropologie’s style feels dreamy and expressive.
Anthropologie is ofen criticized for contributing to the fast fashion industry due to its rapid turnover and reliance on certain materials, despite its claims of sustainability. While the brand emphasizes collaborations with artists and designers, and sells some sustainable items, concerns remain about its overall environmental and ethical impact.
• Rapid Inventory Turnover:
Anthropologie, like many fast fashion brands, rapidly introduces new styles, ofen changing collections every two weeks or even less. Tis fast-paced approach encourages frequent purchases and can contribute to a culture of disposable consumption.
• Trend Replication:
Anthropologie’s designs may be infuenced by high-fashion trends, mirroring a common fast fashion strategy of rapidly replicating runway designs.
• Potential for Low-Quality Materials:
While Anthropologie ofers a curated selection, concerns have been raised about the use of synthetic materials and the quality of construction, potentially contributing to the fast fashion cycle. SustainabilityConcerns:
• Lack of Transparency:
Anthropologie’s “People” rating from ‘Good On You’ shows a “Not Good Enough” score, citing concerns about the lack of transparency regarding its supply chain, including where fnal production occurs.
• Greenwashing:
Anthropologie’s partnerships with sustainable brands like Reformation have been criticized for potentially being a form of greenwashing, where the brand uses sustainable collaborations to enhance its image without making signifcant changes to its own practices.
Brandy Melville is a fast-fashion retailer known for its minimalist, laid-back style and aesthetic rooted in Southern California and European youth culture. Te brand is known for its “model-of-duty” vibe, ofering sof basics like baby tees, mini skirts, and slouchy sweaters in a muted, dreamy color palette. However, Brandy Melville has also faced criticism for its exclusive sizing and has been accused of promoting a specifc body image.
Key aspects of the Brandy Melville brand:
• Fast Fashion:
Brandy Melville is part of the fast-fashion industry, known for its quick turnaround of trends and afordable prices.
• Minimalist Style:
Te brand’s aesthetic focuses on simplicity and comfort, with designs ofen featuring sof fabrics and muted colors.
• One-Size-Fits-Most:
Initially, Brandy Melville’s clothing was marketed as one-size-fts-all, which led to accusations of being exclusive to certain body types. Te branding was later changed to “one size fts most” in response to backlash.
• Target Audience:
Brandy Melville primarily appeals to a younger female demographic, ofen associated with a laid-back, Californian style.
• Controversies:
Te brand has faced criticism and accusations of promoting an unhealthy body image, as well as accusations of discriminatory practices and bigotry within the company.
Hollister is an American lifestyle brand owned by Abercrombie & Fitch, known for its casual, surf-inspired clothing and accessories for men and women. Founded in 2000, it targets a younger audience, particularly teens, with a strong emphasis on a beachy, California-vibe aesthetic.Hollister’s stores, designed to resemble beach shacks, and its distinctive fragrance, are part of a memorable shopping experience. While the brand has undergone some changes in recent years, it continues to ofer casual wear and accessories, including underwear and sleepwear under the Gilly Hicks label. Hollister captures the spirit of California surf culture with a youthful, sun-soaked, and relaxed aesthetic. Te brand mixes coastal casual with sporty streetwear with hoodies, cargo pants, crop tops, and swimwear. With a focus on feel-good fashion and inclusive fts, Hollister’s style is playful, approachable.