Yaems Collins

BA (Hons) Fashion Promotion 2019

Soul

With this project I have developed Soul, a re-sale brand distributing ‘previously loved’ shoes which are iconic symbols of 1990s style. The brand’s promotional strategy utilises psychological and per- suasive marketing to draw in the customer-base of Millennials who crave nostalgic reminders of their childhood. By using Instagram to provide followers with nostalgic touchpoints which they can engage with and share with friends. Additionally, I would like to raise aware- ness on second-hand products and change the common opinion that second-hand clothes may be tatty or embarrassing and con- tribute to ongoing efforts to become a more sustainable planet.