Abigail Darkin

Abigail Darkin

COURSE: FASHION BUSINESS & PROMOTION

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REWEAR - LOVE YOUR CLOTHES FOR LONGER

REWEAR is a second-life retail app focused on extending the life of clothes. By combining digital wardrobe technology with peer-to-peer resale and rental, REWEAR provides 16-26-year-old female consumers with the tools they need to manage their wardrobes sustainably.

"Become an active citizen through your wardrobe" - Olivia Firth

BA (Hons) Fashion Business and Promotion has provided me with a diverse range of knowledge and skills that can be applied to various areas of the fashion industry. I am now looking towards a career in Buying, with a particular interest in sustainable sourcing. My final year projects have focused on sustainability within the fashion industry, providing me with a comprehensive awareness of industry practices, environmental and societal impacts and new ways of thinking.

My Dissertation, titled ‘Is Second-Life Retail the Answer to the Future Sustainability of the Fashion Industry?’, explored the second-life retail market and its impact on the future sustainability of the fashion industry. It discussed the disposable fashion culture in the UK, subsequent environmental impacts, growth of the second-life retail market, Generation Z’s significance to the market, new ways of thinking and innovative second-life retail models. The results of this research indicated consumers must be provided with alternative ways of consuming fashion in order to reduce the fashion industry’s devastating impact on the environment.

This initiated the development of a new sustainable business concept, REWEAR, as my Final Major Project. REWEAR is a second-life retail app focused on extending the life of clothes. By combining digital wardrobe technology with peer-to-peer resale and rental, REWEAR provides 16-26-year-old female consumers with the tools they need to manage their wardrobes sustainably.

The features of REWEAR:
- Through artificial intelligence, users have access to a digital version of their wardrobe where they can monitor its performance, plan outfits and become more aware of the clothes they own.
- Over time, REWEAR learns the users’ style and makes personalised outfit and product recommendations, encouraging the user to utilise the items they already own and to make conscious purchasing decisions.
- REWEAR offers a peer-to-peer clothing resale and rental platform where users can monetise their un-wanted and under-utilised belongings by selling and sharing amongst a community of REWEAR users.
- REWEAR also provides a clothing repair, alteration and customisation service through a partnership with Clothes Doctor, enabling users to love their clothes for longer.

The concept is justified through a business plan inclusive of the core consumers, competitors, business operations, marketing strategy, finance and future growth strategy. Additionally, an App Pack and a Press Pack were developed to detail REWEAR's features and communicate the concept.

My full portfolio can be viewed at abidarkin.myportfolio.com

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08
May