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Executive Summary 3 Prblem, Challenge, Opprtunity 4 Situatin Analysis 4 Backgrund/Secndary Research 5 Target Audiences 9 Primary Research Summary 11 Theme, Key Messages and Cmmunicatin Channels 14 Gal, Objectives, Strategies, Tactics and Evaluatins 15 Lgistics 17 Appendix 18 Fact Sheet 20 Backgrunder 22 Pitch 23 News Release 24 Blg Pst 25 Feature Stry 28 Vide 32 Cllateral Material 33 Resume 34 2 P a g e
Many cmpanies arund the wrld are currently using fast fashin methds in rder t prduce garments. Fast fashin is a term used fr describing the fashin industries prductin prcesses that are expedited in rder t get new trends ut in stres as quickly and cheaply as pssible. This methd f prductin is bringing mre harm than it is gd. An example f that is the fact that it takes ver 700 gallns f water t make ne T-shirt. Fast fashin is cntributing t harming the envirnment and needs t be brught t the attentin f cnsumers in rder t make a change. The challenge in ding this is getting peple t listen, shp ethically and purchase sustainable garments. There is an pprtunity t reduce the harm t the envirnment caused by fast fashin prductin and t change the behavir f cnsumers t purchase sustainable prducts. The main gal fr Sustain Our Fashin is fr yung adults t purchase and wear sustainable fashin prducts. T d this, the campaign will educate at least 15 yung adult cnsumers at Texas State University abut the envirnmental damage caused by fast fashin. T send key cmmunicatin messages articles abut the effects f fast fashin and sustainable fashin will be psted n Facebk, as a PSA created fr KTSW. Pitches will be sent t the University Star and t Teen Vgue t educate these yung cnsumers. The campaign als aims t get five peple t purchase clthing frm sustainable and ethical retailers. An event n The Quad will be hsted where cupns t sustainable fashin retailers will be distributed. Lkbks fr sustainable brands will be created and phts r vides n scial media shwcasing these brands will be psted. 3 P a g e
Prblem: The prblem with fast fashin industries is that they are causing harm t the envirnment thrugh the prductin methds that they are using. Challenge: The challenge is getting peple t listen, shp ethically and purchase sustainable garments. Opprtunity: This is an pprtunity t reduce the harm t ur envirnment caused by fast fashin prductin and t change the behavir f cnsumers t purchase sustainable prducts. Many cmpanies arund the wrld are currently using fast fashin methds in rder t prduce their garments. Fast fashin is a term used fr describing the fashin industries prductin prcesses that are expedited in rder t get new trends ut in their stres as quickly and cheaply as pssible. This methd f prductin is bringing mre harm than it is gd. An example f that is the fact the it takes ver 700 gallns f water t make ne t-shirt. Fast fashin is cntributing t harming ur envirnment and needs t be brught t the attentin f cnsumers in rder t make a change. 4 P a g e
When it cmes t talking abut fast fashin and the negative impacts f this type f prductin, many peple are nt ging t listen. Many cnsumers have a lack f interest fr sustainable fashin. They find it easier t g t cheaper fast fashin retailers in rder t buy their clthing prducts instead f g ut f their way t buy sustainably. The facts abut fast fashin need t be made mre prminent in everyday life in rder fr peple t realize what they are buying and hw they are cntributing t this trend. Actin needs t be taken t distribute the facts surrunding fast fashin s that cnsumers can infrm cmpanies that peple care abut hw their clthes are being made nt just that they are being made. Accrding t a Marie Claire article titled, On Thin Ice, fast fashin has been shwn t cntribute t ur climate change and they believe that a change can be made n matter hw lng it takes. Print and Online Materials: i. Fashining the FUTURE Lindsay Talbt discusses 12 brands/peple n style and sustainability. Sme f thse cnsist f Emma Watsn, Stella McCartney and Tiffany & C. chief sustainability fficer Anisa Kamadli. It ges thrugh and talks abut their prfessin, ec-credentials and fashin mantra. ii. EARTH DAYS The authr discusses ec-friendly fashin style in regards t sustainable fashin. Sme f the things talked abut were the Levi s checking n galln f water used fr washing a pair f their jeans and the ec fashin taught by Stella McCartney. iii. ON THIN ICE 5 P a g e
The effects f climate change and the effrts being made within the fashin industry t switch the rle they play in it. They als talk abut hw the fashin business cntributes t glbal warming and industrial water waste. References: i. Fashin Fibers: Designing fr Sustainability Annie Gullingsrud talks abut the chemical use, water, fair labr, energy use, cnsumer use/washing and bidegradability and recyclability f the fibers used in clthing. ii. Slw Fashin: Aesthetics Meets Ethics The future f brick and mrtar retail becming better with fair trade, sustainable and rganic prducts, vintage, secnd hand and lcal prduce are discussed in Slw Fashin: Aesthetics Meets Ethics. It als talks abut restrative ecnmics and the well-being f ur planet. iii. Sustainability in Fashin: A Cradle t Upcycle Apprach The editrs in this bk prvide insight n sustainability and fashin in a retailing and market cntext. The chapters fcus n sustainability and a range f fashin sectr examples frm high street t luxury. Case Studies: i. Marketing Challenges fr an Ec-Fashin Brand: A Case Study Sme marketing strategies fr ec-fashin brands are nt as strng as they culd be. The cnsumptin f these brands is nt extensive, which is big because envirnmental degradatin and waste is cnstantly being talked abut. This case study talks abut hw marketing plays a big rle in increased interest in the brands. ii. Prduct Design Scenaris fr Energy Saving: A Case Study f Fashin Apparel 6 P a g e
Guidelines were created fr cmpanies prducing fashin prducts in an energy-saving and sustainable way. There were three stages in rder t find the best apprach: 1. Identifying energy-saving factrs in prducing apparel, 2. A survey t study fashin cnsumer s attitudes twards energy-saving fashin prducts and 3. A study n the develpment f prduct design fr sustainable fashin. iii. Discussing Cnsumptin and Sustainability in Clthing Prductin: A Case Study f a Cmpany in Recife/BR Pessa, Arauj and Arruda s main fcus in this case study is describing the challenges in sustainable develpment f fashin prductin. They did it thrugh a brand called Refazenda, a clthing cmpany in Brazil that is based n recycling and uses sustainable cncepts and prcesses. Media: i. 35 Fair Trade and Sustainable Retailers The Gde Trade shwcases clthing retailers that prduce their clthing with sustainability in mind. It shws the price ranges fr each shp and gives a summary n what the retailer is. ii. Slw Fashin VS. Fast Fashin A brief definitin f fast fashin is a lw-cst clthing cllectin that mimics current luxury fashin trends. Slw fashin is a cmpany practicing ethical manufacturing and use envirnmentally friendly materials. The authr cmpares fast fashin and slw fashin in categries such as: materials, quality, vlume, labr frce, methds, ethics, sustainability and txins. iii. Fast Fashin: Can it Be Sustainable 7 P a g e
Tamsin Lejeune ges in deep t talk abut the fashin industry, sustainable fast fashin and the labr that ges int fast fashin Gvernment Surces: i. Sustainability Cuts the Right Clth The main fcus f this article was t reprt n the launch f a new plan t make sustainable fashin by the Department fr Envirnment in Great Britain. It aims the battle the envirnmental impacts f fast fashin by bringing tgether retailers, designers and textile manufacturers. ii. FTC Green Guides The guidelines listed n the webpage are intended t help marketers avid making misleading envirnmental claims. iii. Getting Green Certificatin fr Yur Prducts A list f fficial green certificatin seals that cmpanies shuld use t allw custmers t see that their prduct is ec-friendly. These certificatins are all apprved by the U.S. gvernment. Sme f the certificatins include: Green Seal, Scientific Certificatin Systems, U.S. Green Building Cuncil, The Chlrine Free Prducts Assciatin, ENERGY STAR, USDA and Green e. Surveys: i. Cnsumers Awareness f Sustainable Fashin Shen, Richards and Liu cnducted a survey cnsisting f data frm wrking and nn-wrking students at a large state university. The survey shwed whether each respndent agreed r disagreed with the sixteen different statement f eight sustainable fashin dimensins. The 8 P a g e
eight dimensins were recycle, vintage, artisan, custm made, fair trade, lcally made, rganic and vegan. ii. Drivers f Clthing Dispsal in the US: An Explratin f the Rle f Persnal Attributes and Behavirs in Frequent Dispsal The purpse f this study was t explre the drivers f clthing waste and t find ut the influence f demgraphic factrs and persnal attributes n dispsal frequency. The researchers sent ut an nline survey t ver 500 men and wmen in the US. The tpics the survey cvered were: trend sensitivity, shpping frequency, quality and price cnsciusness and demgraphic factrs. iii. Ppularizatin f Sustainable Fashin: Barriers and Slutins A questinnaire survey regarding whether yu can be fashinable and envirnmentally cnscius at the same time was sent ut t cnsumers. The questinnaire shwed that a cnsumer s invlvement in fashin is nt necessarily linked t the thught f buying sustainable fashin. The main gal f this data cllecting was t explre slutins t bridge the gap between the supply and demand fr sustainable fashin. Primary audience: Texas State University students wh are frequent shppers in San Marcs Other yung adults in San Marcs Cnsumers interested in sustainable fashin 9 P a g e
Secndary audience: Cmpany managers at fast fashin stres at the utlets (F21, H&M) TXST H.E.A.T. rganizatin TXST Fashin Merchandising Assciatin Faculty and students at Texas State University Fashin designers Future audience: University students n their path t get jbs and mve n their wn; starting t d their wn shpping High schl students Teens and tweens Media: Traditinal media: University Star Online media: TXST Fashin Merchandising Assciatin s Blg Scial media: Twitter pll Facebk Instagram Snapchat Electrnic Media: KTSW 10 P a g e
Nn-media: Fliers Psters arund Texas State University and San Marcs Demgraphics: Ages: 16-26 Gender: all Incme Level: any Educatin: sme cllege Ethnic Backgrund: all Psychgraphics: Value fashin Value the envirnment But als, peple wh: Appreciate fine gds The Sustain Our Fashin campaign aims t educate abut n sustainable fashin and the benefits it has n the envirnment. In rder t find ut hw many peple were already aware f sustainable fashin, a survey f 10 questins was distributed. The survey was designed using Survey Mnkey and was distributed thrugh Twitter and Texas State University student emails. 11 P a g e
The survey was sent n Oct. 21, 2017 t a ttal f 205 respndents. One hundred twenty-five students received an email with a link t the survey, and a Tweet with the survey linked t it was sent t 80 Twitter fllwers. Of the 205 f respndents, 21 participated in the survey. The survey results, shwed that nearly 81 percent f respndents have shpped a Thrift stres. When asked hw ften they thrift, the respndents were evenly divided with 29 percent. 29 percent said they shp at least nce a mnth, 29 percent said at least every six mnths, and 29 percent said never. While a majrity f respndents have shpped at thrift stres befre, 54 percent say they haven t heard f the sustainable brands that were listed n the survey. Sme new infrmatin that was discvered thrugh survey was that 86 percent f respndents are aware that Frever 21 is causing envirnmental damage due t a lack f sustainable fashin prductin methd. Althugh, when asked where they like t shp at, 38 percent f respndents said Frever 21. 12 P a g e
Figure 1: The results shw hw many, ut f the 21 respndents respnded that Frever 21 was ne f their tp tw places t shp at. Figure 2: This graph is shws 85.71% f the respndents are aware that Frever 21 causes envirnmental damage. 13 P a g e
These tw charts are imprtant fr the campaign because even thugh the respndents are aware f the envirnmental damage that Frever 21 causes they still cnsider it ne f their favrite places t shp. Sustain Our Fashin wants t educate yung adult cnsumers n the effects f fast fashin and the benefits f sustainable fashin. That way, they can still find clthes similar t garments sld at Frever 21, but they wn t be cntributing t envirnmental damage. In the primary research, the results shw that many f the respndents have thrifted r avidly thrift but dn t realize that they are participating in shpping sustainably by ding s. Sustain Our Fashin can bring mre awareness t thrifting and the fact that it cunts as a methd f shpping sustainably because cnsumers are recycling ld clthes and giving it new life. While distributing the survey, there were issues using Ggle Frms. When sending ut emails t students regarding the survey, the prgram that the university uses blcked the link. This delay put a hld n the survey until the website Survey Mnkey was used t create the survey. By using Survey Mnkey, the survey was limited t 10 questins. Theme: Sustain Our Fashin Key Messages: Educate yung adult cnsumers n the damage fast fashin causes t the envirnment Persuade yung adult cnsumers t shp at sustainable and ethical retailers Persuade yung adult cnsumers t help change the way fast fashin is prduced by taking a stand against the retailers Cmmunicatin Channels: 14 P a g e
Traditinal/Legacy Media: University Star Electrnical/Digital Media: KTSW Scial Media: Twitter Snapchat Facebk Printed Media: San Marcs Daily Recrd Teen Vgue Gal Fr yung adults t purchase and wear sustainable fashin prducts. Objective 1 Educate 15 yung adult cnsumers at Texas State University abut the envirnmental damage caused by fast fashin by December 30 th, 2017. Strategy 1 Use electrnic and scial media t educate yung adult cnsumers abut fast fashin. Tactics 15 P a g e
Pst articles abut the effects f fast and sustainable fashin n Facebk. Create a PSA fr KTSW. Strategy 2 Send pitches t different publishers. Tactics Pitch stry t the University Star. Pitch stry t Teen Vgue. Evaluatin f Objective 1 In rder t see if 15 cnsumers were educated n the effects fast fashin has n the envirnment the number f likes, shares and cmments n Facebk will. At least 15 yung adults will respnd t the psts r radi/news stries by December 30 th, 2017. Objective 2 Get five peple t purchase clthing frm sustainable and ethical retailers. Strategy 1 Hst an event n The Quad n sustainable fashin. Tactics Hand ut cupns n The Quad fr sustainable fashin retailers. Strategy 2 Put tgether lk-bks fr sustainable brands t shwcase their clthing and shw that it is trendy Tactics Pst phts r vides n scial media shwcasing sustainable retailers clthing Evaluatin f Objective 2 16 P a g e
In rder t see five peple started shpping at sustainable brands, I will track cupns redeemable at sustainable retailers will be tracked. At least five yung adults will make purchases by December 30 th, 2017. Objective 1: Educate 15 cnsumers n the envirnmental damage dne by fast fashin by December 30 th, 2017. $0 t pst articles abut the effects f fast and sustainable fashin n Facebk $0 t create a PSA fr KTSW $0 t pitch stries t the University Star and Teen Vgue Carried ut by: Sustain Our Fashin Objective 2: Get 5 peple t purchase clthing frm sustainable and ethical retailers by December 30 th, 2017. $19 fr 100 cupn templates fr sustainable brands ($0.19 each) $44.99 fr canpy tent t put n The Quad when handing ut cupns $38.88 fr flding table t place cupns n $300 budget fr sustainable clthing t shwcase lk-bks n scial media Carried ut by: Sustain Our Fashin and TXST Fashin Merchandising Assciatin September 2017 Octber 2017: Timeline September 2017 December 2017 Cnduct secndary research n sustainable fashin and the effect it has n the envirnment Create nline survey t distribute t yung adult cnsumers t cllect primary research Distribute survey thrugh Twitter and Texas State University student emails 17 P a g e
Nvember 2017: Begin bjective ne: educate 15 yung adult cnsumers at Texas State University abut the envirnmental damage caused by fast fashin Pst articles abut the effects f fast and sustainable fashin n Facebk and create a PSA fr KTSW Pitch stries n sustainable fashin t University Star and Teen Vgue December 2017: Begin bjective tw: get five peple t purchase clthing frm sustainable and ethical retailers Hst event n The Quad and hand ut cupns fr sustainable fashin retailers Pst lk-bks n scial media shwcasing sustainable retailers clthing Analyze scial media results such as the number f likes, shares and cmments n Facebk t see if bjective was reached Check tracking n cupns redeemable at sustainable retailers t see hw many were used Survey Questins: 1. Hw ften d yu g shpping fr clthing? - Once a mnth - Twice a mnth - Three times a mnth - Weekly Appendix A 2. What are yur tp tw places t shp fr clthing? 3. Hw d yu get mney t shp fr clthing? (Jb, parents, etc.) 18 P a g e
4. Have yu ever shpped at thrift stres? - Yes - N 5. Hw ften d yu thrift? - At least nce a mnth - At least nce every six mnths - At least ne per year - Never 6. D yu knw which retailers cause envirnmental damage when prducing their prducts? - Frever 21 - Patagnia - Zara - H&M - Peple Tree 7. What sustainable (ec-friendly) brands have yu heard f? - Refrmatin - ASS Green Rm - H&M Cnscius Cllectin - Peple Tree - Nne - Other (please specify) 8. Wuld yu ever cnsider nly shpping at sustainably (ec-friendly) retailers r thrift/cnsignment shps? - Yes - N - Maybe - If n, why nt? 9. What gender d yu identify as? (Leave blank if yu prefer nt t answer) 10. What is yur age? Appendix B 19 P a g e
Fast Fashin Retailers are lw-cst clthing cllectins that replicate current fashin trends. Sustainable Fashin Retailers practice ethical manufacturing and create prducts with envirnmentally friendly materials. Envirnmental prblems such as glbal warming, air and water pllutin, verppulatin and genetically mdified crps are thught t be caused directly r indirectly by manufacturing patterns, cnsumer preferences and cnsumptin behavir. The apparel, ftwear, textile, ty and husehld prduct industries are n the frnt lines f a new eclgical issue centered n txicity t living creatures. Pllutin havens in less-develped cuntries, envirnmental health in the wrkplace, and the exprt f cnsumerism. Accrding t Edge Exp s article n the fashin industries waste, clthing and textile industry is the largest plluter in the wrld, secnd t il. The article Fashin Industry Waste Statistics states that yu need abut 713 gallns f water t make a typical cttn t-shirt, but it takes mre than 5,000 gallns f water t make a T-shirt and a pair f jeans. The annual envirnmental impact f a husehld s clthing is equivalent t the water needed t fill 1,000 bathtubs and the carbn emissins frm driving an average mdern car fr 6,000 miles. Apprximately 10-20 percent f textiles frm the fashin industry result in waste. In the article Textile Recycling Facts and Figure, the fashin industry is respnsible fr 85 percent f all textiles that end up in textiles each year and fr 10 percent f glbal carbn emissins. 20 P a g e
Accrding t the article Textile Recycling Facts and Figures, mre than 15 millin tns f used textile waste is generated each year in the US and the amunt has dubled ver the last 20 years. The fashin industry is the secnd-largest user f water and is cntributing 20 percent f the industrial water waste n the planet. Sustainable prducts are designed t minimize energy cnsumptin, use fewer natural resurces and reduce txic substances in the water, air and sil. Sustainable Fashin uses lcally-surced fabrics, rganic and natural fabrics, alng with recycled materials. Fast fashin tends t be cheap and f lw quality, due t the cmpanies quickly putting ut designs. Sustainability criteria includes eight categries: recycle, rganic, vintage, vegan, artisan, lcally made, custm and fair trade certified. Only abut 0.1 percent f recycled fiber cllected by charities and take back prgrams is recycled int new textile fiber. Up t 95 percent f the textiles that are land filled each year culd be recycled. A fast fashin business mdel is based n reducing the intervals between prductin and cnsumptin. Shrt fashin cycles and lw-priced prducts have accelerated the grwth in early-discarded clthing items. References EARTH DAYS Drivers f Clthing Dispsal in the US: An Explratin f the Rle f Persnal Attributes and Behavirs in Frequent Dispsals ON THIN ICE Sustainability in Fashin: A Cradle t Upcycle Apprach Prduct Design Scenaris fr Energy Saving: A Case Study f Fashin Apparel 21 P a g e
Slw Fashin vs. Fast Fashin Ppularizatin f Sustainable Fashin: Barriers and Slutins Marketing Challenges fr an Ec-Fashin Brand: A Case Study Textile Recycling Facts and Figures Fashin Industry Waste Statistics Fast Fashin Fast fashin is currently still a majr issue in ur wrld tday, and is the majr surce f clthing prductin acrss the glbe. Sustainable fashin is still n the backburner when it cmes t ppularity. Althugh, it has been beginning t pp up mre and mre in past few years. Nw, a lt f fast fashin retailers are starting t bring ut lines within their stres that are sustainable prducts. The Start f Fast Fashin Fashin prductin has been arund since the 1800s, when peple wuld spin yarn t create their clthes. During the Industrial Revlutin, mre ways t make clthing came abut and gave way t the prcess f creating clthes in bulk. During the 1800s, businesses hired peple t wrk frm hme, fr lw wages, t create their clthing. It is said that this prcess is what lead up t the way clthing is prduced tday. An Increase f Demand The 1960s brught an increase in fashin trends, meaning peple wanted t keep up with these changing trends. Affrdable clthing was als in demand at this time, meaning that brands wuld want t 22 P a g e
keep up with this s they started pening textile mills in develping cuntries. This helped U.S. and Eurpean fashin brands save millins f dllars by getting their labr frm elsewhere. Future f Sustainable Fashin Sustainable fashin is being brught t light by scial, human rights and envirnmental activists. This has caused established retailers t bring ut ranges that are sustainable t cater twards their audience that wants envirnmentally friendly clthing. Cnsumer s main fcus has mved frm nly the prducts being sld by a brand, t the brands actual values and beliefs twards sustainable fashin. Elaine Welterth, Teen Vgue, web@teenvgue.cm Subject: Sustain Our Fashin Sustainable fashin is imprtant t tday s envirnmentally-cnscius teens. Because Teen Vgue s readers represent this same demgraphic, yu may be interested in writing a stry abut Sustain Our Fashin. This campaign aims t highlight the benefits f sustainable fashin. I believe that yung peple are starting t have a majr impact n ur sciety tday, and bringing the tpic f sustainable fashin t Teen Vgue will nly lead t a revlutinary butterfly effect. Nn-sustainable fashin is made with cheap materials in rder t keep up with trends and have the prducts rll ut quickly in mass prductin. This lack f quality is imprtant t yung peple because the prducts d nt last lng due t the cheap materials. With sustainable fashin, yung peple will nt have t cnstantly buy the same prduct because the material is ging t last them fr a lng time. Sustainable fashin als helps the envirnment. Nn-sustainable prducts cause majr envirnmental damage. Fr example, it takes ver 700 gallns water t make ne T-shirt. Bringing sustainable fashin t Teen 23 P a g e
Vgue will nt nly shed light n a subject that needs t be talked abut mre, but yung peple reading yur magazine will appreciate yur publicatin advancing this cause. Thank yu fr taking the time t read this email. I will fllw up in a week r s thrugh web@teenvgue.cm t see if yu are interested in writing a stry. FOR IMMEDIATE RELEASE Nv. 17, 2017 Cntact: Cinque Fster, c_f112@txstate.edu Fashin Merchandising Assciatin t Hst Sustainable Fashin Shw SAN MARCOS, Texas The Texas State University Fashin Merchandising Assciatin will hst a sustainable fashin shw n Wednesday, Nv. 1 st in the LBJ Ballrm n campus t intrduce sustainable fashin. While at the fashin shw, viewers will learn mre abut sustainable fashin. MORE Sustainable fashin is an alternative methd t prducing clthing. The prcess uses envirnmentally friendly materials t create their prducts. The ppsite t sustainable fashin, is fast fashin, a methd that is cmmn in the fashin industry currently. Fast fashin cnsists f retailers trying t quickly prduce items in rder t keep up with the ever-changing trends in the fashin industry. T quickly prduce items, they purchase lw-cst materials that end up being cheaply fabricated. Because f this cheap material, it can cst mre than 700 gallns f water t prduce ne t-shirt. This is a trend in the fast fashin industry, and that is nly a small glimpse f the envirnmental harm these cmpanies are causing. 24 P a g e
The Fashin Merchandising Assciatin at Texas State is an rganizatin fr fashin lvers. The assciatin hsts a semi-annual fashin shw and this Fall the grup is fcusing n sustainable fashin. Each piece in the shw will be a prduct f a sustainable retailer, r it will be recycled frm a thrift stre. Thrifting is als a way t keep away frm fast fashin and recycle ld clthing t give them new life. The prgram will include music and playing alng with the music will be facts abut fast fashin and the envirnmental damage it is causing. Cnsumers will learn hw t be fashin frward withut having t cntinue t cntribute t fast fashin. ### Get Yur Thred s Up with Sustainable Fashin By Cinque Fster Nv. 3 rd, 2017 The term sustainable fashin desn t just refer t retailers that are creating sustainable prducts. It can als mean shpping at thrift stres, r resale shps, t get yur clthing. When shpping at thrift stres, yu are essentially recycling gently-used clthing and giving them new life in yur wardrbe. This helps the envirnment because these pieces wn t be sent t the clthing landfill where clthing fibers release ptent greenhuse gases int the envirnment. 25 P a g e
If yu find yurself interested in thrift shpping, but are ften quite busy and aren t able t g ut and shp, there s a slutin fr yu. An nline thrift stre called, Thred Up is the wrld s largest nline thrift stre. On their site, yu can get up t 90 percent ff f the riginal retailing price f an item. Pht Curtesy: @thredup n Instagram shwcasing Free Peple jacket and pants Thred Up has a variety f brands frm Frever 21, H&M, American Eagle and Free Peple t designer brands such as, Gucci, Kenz and Balenciaga. S, depending n yur persnal style, yu can pick what brands yu shp mst ften. Anther great thing abut Thred Up is that yu can put in yur sizing fr tps, bttms, dresses, shes, anything and everything. Then, while yur searching fr new clthes, it nly shws yu items in yur size s yu dn t have t skim thrugh the 50,000+ items n the site. 26 P a g e
Pht Curtesy: @thredup n Instagram shwcasing Madewell linen dress Thred Up als has a Clean Out system. The Clean Out Kits give yu a chance t dnate yur clthes fr mney back. Thred Up ffers three different Clean Out Kits that yu can get. The first is a Free Standard Bag where yu get paid fr the items Thred Up accepts and there are n fees deducted frm yur earnings. This ne can take up t five weeks t prcess nce yur bag is received. The secnd is a $16 Expedited Bag where a fee f $16 is deducted frm yur earnings, but yur bag will be prcessed within ne week f receival. The last kit is a Free Dnatin Bag where all the items yu send are dnated t charity and yu receive a tax receipt. Clean Out Kits are a great ptin if yu want t clean ut yur clset, and revamp it with new clthes. Yu can use the mney yu get back frm yur accepted items t buy new clthes frm Thred Up, r frm anther thrift stre r resale shp. Yu ll nt nly be helping the envirnment, but yu will als be getting clthes at a highly discunted price s yu can get a whle new wardrbe fr a lw price. 27 P a g e
Small, But Fashinable, Steps t A Better Envirnment By: Cinque Fster Vanessa Alvarad, a junir at Texas State University, is a pr at making her wn clthing. She gt her start in 8 th grade but didn t find her passin fr it until her sphmre year in high schl. Last year, she stpped sewing cmpletely but nw she has her wn sewing machine and finds herself making clthes ften. There are many factrs that cntribute t the change f ur climate, but ne f them that many peple may nt knw abut is fashin. The fashin that causes the mst harm is fast fashin. Fast fashin ccurs when cmpanies quickly prduce prducts in rder t keep up with changing trends ad prduce clthing quickly. These retailers buy cheap fabrics in bulk, but these cheaply-made materials end up being dyed, printed n and even dused in chemicals. Retailers are relying n current trends t keep custmers traffic in stres and cnsumers tend t get rid f anything that is nt in style. This leads t the clthes being dumped in landfills and incineratrs that end up releasing harsh chemicals int the envirnment. An alternative t fast fashin is sustainable fashin. Sustainable fashin is a methd f prducing clthing that is gd fr the envirnment. Sustainable fashin can range frm retailers that nly use envirnmentally friendly materials, t thrift, cnsignment r resale shps which help in recycling clthes s they are nt sent t landfills. Anther frm f sustainable fashin is making yur wn clthing. By ding this, yu aren t cntributing t fast fashin retailers. When Alvarad is creating ideas fr a piece, her inspiratin cmes frm the wrld arund her. 28 P a g e
Inspiratin can cme frm anywhere, said Alvarad. The key is t always lk at the wrld with a creative eye. That s when yu find inspiratin thrugh yur envirnment and things that wuldn t nrmally be seen as inspiratin. Shpping fully sustainably, can be a hard task t get accustmed t. Alvarad says that althugh she lves making her wn pieces, she ften shps at fast fashin retailers t get pieces she can t make. Phts curtesy f: Vanessa Alvarad shwcasing a tank tp she made that is duble-sided When I m nt making clthes, I like t shp at Zara fr the cnvenience and eye-catching pieces, Alvarad said. I als lve shpping nline at ASOS. Nt nly des Vanessa make her wn clthes and shp with sme fast fashin retailers, she als shps at thrift stres. Shpping at thrift stres is a great way t find ne-f-a-kind pieces, and t give new life t ld clthing. My favrite thrift stres t shp in the area are Gdwill and ther resale shps n The Square, said Alvarad. I m mre familiar with thrift stres in the Hustn area, but I always lve finding new places t shp. 29 P a g e
It is difficult t get int shpping sustainably because it is a new cncept, and nt many retailers are participating in it. Right nw, it is easier t g t a fast fashin retailer t buy cheap clthing quickly rather than searching ut fr a sustainable retailer whse clthing may be pricier. I d say I definitely shp in stre mre than I make clthing, said Alvarad. Hwever, I m slwly trying t make my clthing as I see hw easy sme pieces can be made and in turn, mre custmizable. Pht curtesy f: Vanessa Alvarad shwcasing a mustard pinafre dress that she made Many times, cnsumers dn t see the pint in shpping at thrift stres r resale shps. Others dn t knw what sustainable fashin is. Even if a cnsumer des knw abut sustainable fashin, a lt f times they will ften nt purchase it because it can be expensive. Meagan Mars, a senir at Texas State University, is a great example f that type f cnsumer. Mars g-t places t purchase clthing are at fast fashin retailers such as Urban Outfitters, ASOS, Zara and Missguided. Althugh she has shpped at resale shps befre, fast fashin retailers are her main pririty. I ve shpped at Buffal Exchange n ccasin t find pieces, but never any actual thrift stres, said Mars. Buffal Exchange is a resale stre where yu can g t sell yur ld clthes. The difference between a resale stre and a thrift shp, is that at thrift shps yu dn t sell yur clthes fr any prfit yu just give them away as a dnatin. 30 P a g e
The reasn Mars usually shps fast fashin is because the items she finds herself liking seem t nly be carried at fast fashin retailers. This is prbably because these retailers keep their stres stcked with n-trend items that attract Mars fashin taste. I find that thrift stres dn t have pieces that I enjy, said Mars. I like pieces that are extravagant, mdernized and unique. Mst f which I seem t nly find at stres that I frequent. Nt everyne has the same mindset as Mars. Zari Fster, a 23-year-ld San Marcs resident, believes that thrifting can frce yu t be creative when it cmes t buying and styling clthes. All I d is thrift, said Fster. I shp at any thrift stres in the Austin/San Marcs area. I thrift because yu can find pieces that n ne else is ging t have. And it s cheap s yu can get a lt f cl, unique pieces fr a price that is equal t ne winter cat frm a nrmal retail stre. Fster des her best t patrnize with thrift stres, but she usually finds herself ging t fast fashin retailers t find accessries, usually jewelry. The nly time I dn t shp at a thrift stre is if I find a piece at a retailer that I knw I wuld never find thrifting, said Fster. I als get a lt f my jewelry frm retailers because I just like the selectin better than the nes at thrift stres, but I d smetimes find jewelry while thrifting. I ve already mentined, sustainable fashin is grwing. Sustainable fashin is nt at a pint that it will cause a huge dent in the envirnmental damage frm fast fashin, but mre cnsumer awareness abut fast fashin may start a change in preventing envirnmental damage. 31 P a g e
Sustainable Fashin 1 minute vide Script Treatment Opening sht f Frever 21, H&M PacSun, etc. Cuts t clthes rack, with me shifting thrugh the clthes. On each piece that passes, there are facts n fast fashin and sustainable fashin. Facts: SECOND TO OIL, THE CLOTHING AND TEXTILE INDUSTRY IS THE LARGEST POLLUTER IN THE WORLD MORE THAN 713 GALLONS OF WATER IS USED TO MAKE A TYPICAL COTTON T-SHIRT THE FASHION INDUSTRY IS THE SECOND-LARGEST USER OF WATER AND IS CONTRIBUTING 20 PERCENT OF THE INDSTRIAL WATER WASTE ON THE PLANET MORE THAN 15 MILLION TONS OF USED TEXTILE WASTE IS GENERATED IN THE U.S. AND THE AMOUNT HAS DOUBLED OVER THE LAST 20 YEARS 95 PERCENT OF THE TEXTILES THAT ARE LAND FILLED EACH YEAR COULD BE RECYCLED THE FASHION INDSUTRY IS RESPONSIBLE FOR 10 PERCENT OF GLOBAL CARBON EMISSIONS SUSTAINABLE FASHION USES LOCALLY-SOURCED FABRICS, ORGANIC AND NATURAL FABRICS, ALONG WITH RECYCLED MATERIALS SUSTAINABLE PRODUCTS ARE DESIGNED TO MINIMIZE ENERY CONSUMPTION AND REDUCE TOXIC SUBSTANCES IN THE WATER, AIR AND SOIL Clsing sht f text n screen Clsing text: SHOP SUSTAINABLEY. SAVE THE ENVIRONMENT. Vide: https://www.yutube.cm/watch?v=cgig7mgydq 32 P a g e
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CINQUE FOSTER 703 Academy St., San Marcs, TX 78666 c_f112@txstate.edu 254-415-1204 EDUCATION TEXAS STATE UNIVERSITY, SAN MARCOS BACHELOR OF SCIENCE: PR GRAD YEAR: 2018 Curse Wrk Media Writing PR Research Media Design Writing fr PR WORK EXPERIENCE SALES ASSOCIATE RUE 21 MAR 2016 MAY 2016 Selling fragrances at the frnt f the stre Helping custmers n the sales flr Straightening clthing racks and shelves during clsing hur VOLUNTEER CENTRAL TEXAS VETERANS HEALTH CARE SYSTEM Jun 2010/2011 Aug 2010/2011 Cnducting patient visits t the Health Care system Helping with special events (Veterans Day, Christmas, etc.) SKILLS Knwledge f Scial Media: Twitter, Facebk, Instagram Beginner Adbe Premiere Micrsft Applicatins: Wrd, PwerPint WrdPress Beginner Adbe Phtshp 34 P a g e