Nicola Mccarthy

Nicola Mccarthy

COURSE: Fashion Business & Promotion 2020


The Pre Loved Shop - ASOS x TRAID

Is the Future of Fast Fashion Secondhand ?

I am a BA Honours Fashion Business and Promotion graduate from Birmingham City University, aspiring to secure a role within the Buying industry in the immediate future. In my third and final year at university my work has had clear focus on the fast fashion sector as I enjoy exploring what the future of the industry will be.

Final Major Project : Right : The Pre Loved Shop with ASOS x TRAID
Following my dissertation I created a theoretical brand extension for much loved fast fashion brand ASOS. The concept that was created is essentially an online, fast fashion recycling scheme aimed at the ‘the twenty-something fashion-lover’ with an intention of reducing the amount of clothing ending up in landfill. The concept has been designed as a collaboration of clothing charity ‘Traid’. The clothing recycle scheme targets young consumers and encourages them to send ASOS their unwanted clothing, which will then be re-sold as ‘pre-loved’ clothing for others to purchase. A business plan supported by a research document was produced to highlight how the concept could function on a U.K scale.

Dissertation : Left : How Fast Fashion Consumption Is Affecting Society ; With The Rise Of Instant Gratification
As I have a strong passion for exploring the positives and negatives of fast fashion industry the purpose of my dissertation was to ‘To Explore How Fast Fashion Consumption Is Affecting Generation Z In Society ; With The Rise Of Instant Gratification and where the industry is going’. To find a conclusion to the above statement a range of research was conducted. From evaluating my findings it was evident that the fast fashion industry is driven by the young generation of digital natives and their demand for instant gratification. Generation Z push the pace of brands to produce more despite the issues, it causes to the environment. The future of fast fashion could rely on the young consumers selling their unwanted clothing, which could drive brands decrease the amount of production, therefore resulting in less harm to society.