SALLY YAO
Sustainable
Fashion
Project
Keywords: Informal Learning | Sustainability | Media
Deliverables: Proposal | Visuals | Slides
Year: 2024
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* The trailer was edited by Sally Yao; copyrighted materials are cited in the bottom section.
Project At a Glance
Fast fashion, the disposable clothing industry that profits off of the rapid evolution of trends, significantly contributes to the global environmental crisis. At Fashion Forward, our mission is to empower teenage girls to become more socially and environmentally responsible consumers in the rapidly growing fast fashion era.​​
01
TEAM
Learning Design: Sally, Rachel, Sofia, Alria
Visual Design: Sally, Rachel, Sofia
User Research: Sally, Rachel, Sofia, Alria
Technical Support: Alria
02
TARGET AUDIENCE
American teenage girls aged 15 to 18
Middle to upper-class backgrounds
(Target audience was chosen based on their financial freedom and pivotal role in shaping microtrends.)
03
PROJECT DELIVERABLES
Pitch Deck
20-page Proposal & 1-page Summary
Video Trailer
Brand Logo & Billboard Poster
04
COMMUNICATION & TOOLS
WhatsApp & Zoom for everyday communication & meeting
Canva & iMovie for media content
Google Doc for brainstorming, notes, and written proposal
Design Approach
Relevant
Tailor educational content to young adults' needs and deliver it through their preferred streaming platforms.
Formative Evaluation
Shape the design process through formative evaluation, incorporating the voices and feedback of our target audience into iterative improvements.
Multifaceted Engagement
Use both media and face-to-face components to ensure the specific needs of our target audience are met while creating broader impacts.
Timeline
Day 1-2
Brainstorm & Research
Problem Statement
Mission & Objectives
Target Audience
Day 3-4
Prototype
Name & Slogan
Visuals: logo, video, billboard posters
Day 5
Formative Evaluation
Interviews
Revise
Second Iteration
Day 6
Iteration
Pitch run-through
Peer Feedback
Third Iteration
Day 7
Final Rehearsal
Polish Visuals
Tech Rehearsal
Pitch Practice
Day 8
Final Pitch
Pitch
Expert Feedback
Final Iteration
Learning Experience
We are proposing a fashion competition TV show with three components:
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Five episodes featuring sustainable design tasks
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TikTok challenges aligned with each episode to engage audiences
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A Fashion Show Finale at Times Square combining up-close experiences with educational content
01. Fashion Competition Show
Modality: Video
Time: 5 episodes; 50-minute/episode
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Outcomes:
1. Aware the consequences of fast fashion, and understand the implications of consumer choices
2. Identify sustainable alternatives, and foster informed decision-making
02. TikTok Challenges
Modality: Social Media, short videos
Time: 15s - 2mins
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Outcomes:
1. Integrate sustainable solutions into daily life, showcasing a commitment to environmentally conscious practices
2. Cultivate social conversations on sustainable fashion, demonstrating an ability to advocate for and contribute to eco-friendly discussions within the community
03. Fashion Show Finale
Modality: In-person runway show, digital images
Time: 1 hour
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Outcomes:
1. Acquire up-close experiences with engaging educational content displayed on billboards, enhancing overall understanding and appreciation
2. Increase empathy and a sense of responsibility through the exposure to diverse perspectives and real-world implications
Formative Evaluation
Our final decision on versions of logo, slogan, poster images, video format, weekly challenges' design, and social media platforms was informed by our formative evaluations with 6 high school girls.
* Permissions to use these photos have been granted.
Impact Measurement Plan
Netflix Views
Monitor the performance metrics on Netflix, such as viewing hours, growth in subscribers count during the airing period, etc.
Qualitative Assessment
Conduct interview and survey to explore the influence our intervention has on consumer behavior and awareness regarding sustainability in fashion
TikTok Analytics
Leverage TikTok’s advanced analytics tools, breaking down data across demographics and geographic location, to gather insights
Next Steps
Partnerships:
The ultimate goal would be to create a diverse, engaging, and socially responsible platform that stands out in the competitive streaming market by collaborating with various partners.
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Future:
We are incredibly excited about the possibility of scaling after the successful launch of our first season. Looking ahead, Fashion Forward plans to make a larger impact, reaching a wider audience around the world.