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The competition module allowed to opportunity for an exciting and innovative concept to be developed. This concept would be followed into Final Major Project where Eliana got the opportunity to create the concept. From the brief it was expected to collaborate externally with other students, manufacturers or to work directly with external clients, audiences or employers. Eliana was required to create a brief negotiated between herself and the her personal tutor, which reflected on the learning outcomes and endeavour to develop and enhance her graduating portfolio. 

In accordance with Selfridges sustainable motto of 'Buying Better, Inspiring Change' , Virtual Transparency campaign concept for Selfridges was developed. It uses Virtual Reality (VR) to educate customers on the importance of fashion sustainable materials and their supply chain that respects the planet as well as the people and animals in it. Enabling customers to feel emotionally connected to the product journey and encouraging them to consider the planet Earth's future through better purchases. The four sustainable fashion materials which will be in the campaign are bamboo cotton, denim, tencel and yakshmere.

 

Bamboo: represented by British label bam, who pride themselves in being transparent within their products and business.  

Denim: represented by Californian label TORTOISE DENIM, who are revolutionising the most environmentally harmful step in the process of making jeans, the wash (EcoPark, n.d.).

Tencel: represented by New York athleisure label VYAYAM, who produce a non-toxic and eco-friendly viscose alternative.

Yakshmere: represented by British knitwear label TENGRI, who mastered the production of a cashmere alternative.

With 41% of consumers considering how ethical a clothing item truly is before completing their purchase, and 74% of consumers unable to determine how ethical a company truly is (Mintel, 2015) - this campaign will educate the customer on the sustainable fashion material journey through virtual reality, as well as allowing them to feel personally connected to the clothing item before purchasing. Consumers are prioritising goods and services that offer them the opportunity for personal development (LS: N, 2016). Virtual Transparency will inspire customers to buy more sustainably by visually stimulating them to understanding the importance of transparency within the product and brand. 

 

This campaign will be available in the London, Oxford Street Selfridges where customers will book a slot online to undergo the VR experience in the VR space available in-store. Customers will have to experience it in-store, where they will receive a voucher which is only valid for 24 hours on sustainable fashion material products within Selfridges. Once they've purchased the product they will be able to access further videos on the Selfridges app with a unique code on their e-receipt. Virtual transparency will target the life-long learners consumer tribe who are high achievers more interested in spending their money on self-enriching experiences. This consumer tribe is made up of older Millennials and Generation X consumers aged between 30 - 45years old.

The images above show one of the final outcomes the campaign identity and mock-ups for Selfridges.

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