Eliana Fragata

Eliana Fragata

COURSE: Fashion Business & Promotion 2017


TITLE: Virtual Transparency


"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou
Research conducted within the Dissertation module highlighted that retailers are providing unforgettable experiences and engaging with the consumer, allowing them to explore the environment that surrounds them. Research has also shown that consumers are only purchasing products and services which allow self-development, with 41% of consumers considering how ethical a clothing item truly is before completing their purchase (Mintel, 2015). Consequently, Virtual Transparency demonstrated a gap in the market.

The main objective for Virtual Transparency is to use the power of Virtual Reality (VR), to educate consumers on sustainable fashion materials whilst providing a memorable experience prior to their purchase in-store. This campaign will inspire the consumer to buy more sustainably by visually stimulating them to understanding the importance of transparency within a product and brand.

Virtual Transparency is a sustainable campaign for Selfridges in which consumers can experience the product journey using VR. This stimulates several senses and emotions simultaneously to provoke empathy towards the people who make the product. The campaign will allow the consumer to be virtually immersed in four key fashion sustainable materials produced in four different countries; Yunnan, China for Bamboo cotton, Los Angeles for Wiser Wash Denim, Portugal for Tencel and Mongolia for Yakshmere.

The outcomes shown are the mood and tone set for this campaign, the business plan and the campaign extension for the campaign on the app.

The final major project reflects on my aspirations in pursuing a career in marketing.

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