Campaign Stats:

  • 34 Items of Coverage
  • Air Time: 145 Minutes
  • Audience Reach: 7.49 Million
  • Circulation: 660K
  • Coverage Views: 213K

4media group worked with Oxfam on an integrated campaign to promote the charity and their fast fashion campaign providing them with research, broadcast and news generation elements. The fast fashion campaign looked at how many people buy fashion cheap and either dispose of it or only wear it once; a pattern that occurs a lot during the festive period.

Fashion activist and former Clothes Show presenter Carolyn Franklin MBE fronted the campaign, giving broadcasters and publishers more insight into the findings of the research.

A recent study has shown that one truck of textiles is wasted every second and the Copenhagen Fashion Summit reported that the fashion industry is responsible for 92m tons of waste dumped in landfills every year.  Microfibre pollution and the toxic chemicals used in dying textiles to meet consumers’ appetite for fast fashion is also blamed for polluting our oceans.

Research, conducted by our in-house research division, Atomik Research revealed that three in five Brits (61%) won’t recycle last year’s Christmas party outfit, with 35% saying they don’t want to appear on social media wearing the same clothes 12 months later.

Oxfam wants people to think about the implications for buying disposable fashion that is worn once at Christmas and then thrown away – whether that means wearing an item again or giving it away rather than sending it to landfill.

Nearly a fifth (18%) of people say they will buy at least FIVE pairs of shoes for Christmas and a quarter (24%) say they will be buying four or more tops for family gatherings, the office party and Christmas Day itself. The most important consideration for Brits buying a Christmas party outfit is low price (20%) – more than being able to wear an item again (19%) and being a good fit (14%).

Millennials aged 25-34 are biggest consumers when it comes to fast fashion, with most (92%) saying they will buy at least one item of clothing over Christmas. Londoners push the boat out most when it comes to shopping for Christmas party outfits, splashing out an average of £176 compared to those in the east of England who spend £43.

On average, Brits throw away 28 items of clothing every year and have 32 items of clothes in their wardrobe that have not been worn for 12 months – with two fifths (42%) saying this makes up more than half their wardrobe.

The campaign secured extensive media coverage across broadcast and news outlets. Coverage highlights included Sky News Sunrise, BBC Leeds, BBC Radio Humberside, BFBS and more. It also picked up widespread news coverage in print and online, with highlights including The Daily Telegraph, The Sun, The Sunday Mirror, The Sunday People, The Scottish Sun, Boyfriend Magazine and more. You can view the full coverage here.

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