Product Range Distribution: Outcome ideas

People not being aware of the impact, zone out when there is too much information/statistics to absorb. Find a way to get across the environmental message - look at language etc. Analyze statistics and infographics to see where people have been going wrong. Also look at existing campaigns with a similar message. Use research question from survey to back this up. 

Infographics
As said earlier, people zone out when there is too much information to read. This means that information is not absorbed and the message does not get across, therefore no change is made. I could create infographics or a visually interesting way to present important data and shocking statistics on the subject of fashion's environmental impact so that consumers will pay attention and adjust their buying habits accordingly.

 

Campaign
Campaigns exist within fashion to advertise new clothes, often season by season or new collections. Advertising campaigns also exist to make a difference - a lot of campaigns for charities are often hard-hitting. Environmental campaigns aimed at improving the fashion industry and making it a more ethical and responsible industry on the whole.
Creating an advertising campaign in order to promote second-hand fashion could reach a large audience and spread the message further, however, the educational element behind the campaign may be harder to open people's eyes to - details would need to be looked into as opposed to being there at first sight.


Lookbook
The individuality of second-hand clothes as opposed to high street fashion (celebrating individuality) - collaborative change. The lookbook idea could tie into this idea, pulling together all sorts of people and their clothes into one book - as a group people can make a change.

One consideration for the lookbook is to use environmentally friendly materials and processes.

Using recyclable paper / environmentally friendly inks, I could create a run of booklets in order to spread the message further and encourage people to buy second hand. These could be handed out on high streets around shops to make people rethink their buying habits, alternatively could be a company in partnership with charity shops/ vintage and second-hand sellers which provide these booklets.

Alternatively and I think a stronger idea is to create a one-off high-quality book which can be handed around, reflecting the idea of slow fashion second-hand fashion and handing off the product to other people after it has been read. Therefore regardless of the processes used being environmentally unfriendly the one-off nature of the book and its repeated use reduces the impact on the environment and successfully represents slow fashion.