Shelter has teamed up with ASOS Marketplace to ask second and third year University students to 'remake & donate' red clothing and accessories to be styled on ASOS Marketplace clothing for the 'Red Boutique Show' on 12th June and to be sold as pieces at 'Red Boutique' in Coal Drops Yard, London 2021. This campaign has come up with an on-trend and sustainable way to interest the target market using the hashtag #marketplacesafespace encouraging students to use their creative minds to piece together red-themed garments and accessories to raise money donations and ultimately promote Shelter and in tackling homelessness in the UK.
TARGET MARKET
Are you aware of the current issues around homelessness? YES 10% NO 90%
INSTAGRAM SURVEY: 312 RESPONDANTS GENERATION Z
Would you take part in a creative project promoting sustainable fashion whilst being educated on the current issues of homelessness? YES 75% NO 25%
PROPOSAL Task set for second and third year students to 'remake & donate' red clothing and accessories for the 'Red Boutique Show' broadcasted live at Graduate Fashion Week (GFW), 12th June and sold at the 'Red Boutique' in Coal Drops Yard, London during GFW 12th-18th June 2021 to raise money to build more social housing for those in need. [BACK]
Second and third year students are educated on the current issues of homelessness by guest speaker, Mike Long and given a leaflet including the task and competition to win an 11" Ipad Pro and £100 ASOS Marketplace gift card.
[FRONT]
Overall, Generation Z are aware of the issues around homelessness, interested by competition and collaboration with ASOS Marketplace and money is donated to build more social housing.
REMAKE & DONATE GFW JUNE 12TH 2021.
Mock up of students creative garments and accessories styled on ASOS Marketplace clothing and showcased at the 'Red Boutique Show' broadcasted live for viewers to vote their favourite style.
MIKE LONG, GUEST SPEAKER 22 May, 2021
Future vision for Shelter, Mike Long will be going into various Universities across the UK to the educate the students around the current issues of homelessness. He will then be setting the three week fashion project and competition including the prize for one student to win.
WEBSITE SHOWCASE Shelter and ASOS Marketplace mock up of front cover websites.
#marketplacesafespace
Showcasing the collaboration, the current issues around homelessness and the purpose of the fashion campaign. An interactive poll will be active during the 'Red Boutique Show' for viewers to sign up and vote for their best garment style on the catwalk.
11" IPAD PRO GFW 12TH JUNE 2021
RED BOUTIQUE SHOW
COMPETITION
The student with the most votes from the online interactive poll will receive an 11" IPad Pro and £100 ASOS marketplace gift card announced at the end of GFW on the 18th June 2021.
GIFT CARD
ONE WINNER
COAL DROPS YARD, LONDON 12-18TH JUNE 2021. Students creations styled on ASOS Marketplace clothing will be sold at the 'Red Boutique' after the show on the 12th June until the 18th of June where the money will be given towards building more social housing in the UK.
TIMELINE The end of GFW and one student announced the winner of competition and receives the prize.
Students' creations and donations are taken away to be fitted and styled into ASOS Marketplace models.
22 MAY
2021
10 JUNE
2021
Mike Long to visit and educate various UK University students about the issues with homelessness and set the project task.
12 JUNE
2021
The 'Red Boutique Show' commences and viewers can vote for their favourite style.
The three week campaign will come to a close by the end of GFW on the 18th June 2021, resulting in the 'future of change' generation Z aware of the current issues around homelessness and money has been raised in the 'Red Boutique' by in Coal Drops Yard, London to go towards the building of social housing.
#marketplacesafeplace
18 JUNE
2021