Chloe Cook

BA (Hons) Fashion Promotion 2020

For my final year project, I focused on sustainability within the fashion industry as it is widely known how damaging it is towards the planet. The fashion industry is one of the biggest contributors towards climate change. After identifying a prominent gap in the market, I decided to develop a UK-based, low-cost fashion rental service with a sustainable focus. I chose to create a new fashion rental app based on this concept, called ‘Planet B’, which is inspired by the ‘there is no planet b’ environmental protest boards. The fashion rental market is growing rapidly due to a change in consumer attitudes mainly being more environmentally conscious towards their shopping behaviour. The promotional campaign supporting the official launch of the new fashion rental service consisted of an Instagram campaign and an interactive pop-up event. The primary target audience will be female students or recent graduates aged between 16-25. I have chosen to aim the fashion rental service to this particular age group due to their prominent interest in sustainability and a high use of mobile apps, along with their economical budget. 

My main areas of interest include social media and influencer marketing. I have had the opportunity to explore these skills having chosen an optional placement year at FitFlop in London, my part-time job was in tandem with my studies at Pretty Darling, as well as throughout various assignments within my degree. My dissertation in particular was focused on Instagram marketing and its impact on female millennials. Thorough research provided me with an insight into how I can use social media and influencer marketing more positively within my future career in the fashion industry.