About Me
Advocating for authentic inclusivity
Hi, my name is Molly Woodhouse. I’m a final year student originally from North Wales. My three years at the University of Leeds have helped me to build a diverse portfolio, discovering a keen interest in inclusive fashion, basing both my dissertation and my final year project on increasing authentic inclusivity within the fashion industry.
For my final year project, I created ‘Nunew’ a brand devised to tackle issues of ageism and stigmatization within sustainable fashion. Nunew is a solution orientated brand, targeting women aged 45-60 years old who do not engage with current sustainable fashion competitors such as Vinted, Ebay and Depop. Through detailed research of both the sustainable market and the target consumer, I highlighted an issue of low perception value of ‘not new’ clothing. Nunew was therefore devised to tackle this issue through its mid-market and youthful brand concept, targeting a neglected primary consumer.
INSPIRATION
Authentically representing consumers within marketing in order to advocate inclusivity.
Throughout my final year work I focused on ensuring a deeply authentic representation of the consumer was highlighted throughout the communication of the brand Nunew. To achieve this, I needed to first identify the target consumer. This meant devising problem identifying and furthermore problem-solving skills to complete thorough research of the macro environment to highlight key insights of trend analysis to devise an opportunity that a new brand could be based on.
Through research I was able to identify the 45–60-year-old, female consumer. A significant and powerful consumer in terms of affluence and consumption. However, an often-neglected consumer within advertising due to the negative stereotype that defines women's significance in society to decline with age. Nunew champions that youthfulness does not end at 40 and that the female consumer post 40 is powerful with more knowledge and style than ever before, therefore they are a key target of sustainable fashion.
MY WORK
PORTFOLIOS
Nunew Portfolio
Introduction
Problem Statement
Solution
Unique selling point of Nunew
Purpose, Mission and Vision
Nunew defined
Nunew location
Brand handbook
Brand Mark Guidelines
Nunew's voice
Nunew's tagline and brand prism
Primary consumer profile
Primary consumer profile
Primary consumer profile
Primary consumer journey
OOH Billboards mock-ups
Television advert mock-ups
DETAIL
Details of Nunew
This project has been shortlisted for The Considered Fashion Award supported by Snag. Nunew’s development focus is improving women aged 45-60 years old current low perception of sustainable clothing. With the industry estimated to be discarding over 134 million tonnes of textiles a year by 2030, as discussed by Abigail Beall (2020) for the BBC, sustainability is a prominent issue. The proposed solution is practicing circular fashion practices. Sustainable resell fashion has therefore proved popular with Gen Z who are socially conscious. However, Gen X has been noted as less engaged within sustainable markets. This is due to a lack of targeting of these consumers within this market with a focus on communicating bargain hunt and value market aspects of the products. Gen X females however value more experiential and aspirational product values meaning current offerings do not meet their needs. The Nunew brand was devised as a solution to this issue, detailed within my portfolio.
"Youthfulness does not end at 40, Clothing's use does not end after one life" - Nunew's brand ethos
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