Throughout my degree I have been increasingly engaged with the future of sustainable fashion. It has been so eye opening to both learn about the dark side of fashion but also the endless possibilities of a more sustainable future, from material innovations to collaborative consumption. My dissertation involved an examination into changing consumer attitudes and values in the context of the growing secondhand fashion market, which is where by idea for Cherished started to be formed. Although it seemed platforms such as Depop were growing, which seemed to satisfy hedonistic needs in finding individualistic gems, it was also clear there were still negative attitudes towards secondhand that could be addressed. Problems such as accessibility of secondhand, concerns surrounding quality and hygiene and also clothes not arriving in the size/standard expected, were discussed. Listening to peers around me and my own personal experience with secondhand also reflected this. That constant battle between wanting to buy fashion they felt good in whilst equally wanting to be more conscious was clear. Where could they find a brand that fulfilled this, whilst being affordable and easy to find and buy as it is with fast fashion?Further research into AI and how it could be utilized to provide ultimate convenience for the consumer was the final step in forming the idea behind the brand. So introducing Cherished; a secondhand fashion brand that utilizes AI technology to provide a personalised platform of curated fashion, targeted at the gen z female consumer seeking to make that next step towards more sustainable consumption.
This image shows the overall brand image and the chosen slogan. The photo on the left, as with the rest of the portfolio material for the brand, was shot under lockdown at home using myself as a model with the clothes and accessories I had to hand- rather than the original planned shoot.
This image summarizes who Cherished is as a brand. The brands purpose is highly important in reaching the targeted consumer and it can be found consistently through the marketing strategies and branding.
This image encompasses the visual branding. This was a process that took great time and thought as it was important to portray our differentiation as a brand through our visuals.
This final image shows an overview of the Cherished App, with a personalised homepage and community building ‘Cherished Closet’ area.