ASOS
Insight
Whilst there are enough clothes on the planet to clothe the next six generations, 53% of Brits don’t know how to mend an item of clothing.
Strategy
The most sustainable clothes are in your wardrobe.
OOH
Stickers made by ASOS will be stuck over existing adverts from other fast fashion brands.
Online Haberdashery
Affordable sewing machines with basic functions will be available on ASOS and Sewing kits will also be sent out in each first order.
Social
TikTok challenge whereby users will show their before and afters of their adjusted clothes, set to music.
ASOS creates Tik Toks tutorials of basic sewing techniques and ways to create new garments from old pieces.
Activations
ASOS will ban purchasing more than two types of the same garment in one year. There will be a pop up on the app that will guide you on how you can update your current item.
