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CURRENT CIRCUMSTANCES

In reference to fast fashion destroying ethical consumption culture and the empowerment of women, Fame and Partners is at a competitive advantage to influence potential consumers to the cause, such as made-to-order clothing and the rejection of sweatshops

KEY

FINDINGS

STAT
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          ISTICS

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WOMEN IN SWEATSHOPS

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  • In 2013, 1135 workers in the Rana Plaza sweatshop were killed after 5 buildings collapsed due to poor working conditions
     

  • 90% of these employees were women

  •  85% of these women are between the ages of 15-25
     

  • In Bangladesh, the average worker’s hourly wage is just US$0.13 (or 20c AUD), this is the lowest wage, this makes paying rent nearly impossible for these women









     

 

 
 
 
 
 
LUCRATIVE SALES IN FAST FASHION
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  • In Australia, the trade of clothing retail has grown $100m from July 2016 to July 2018, a jump of 5% on a steady upward trend
     

  • If sweatshop salaries were doubled, consumers would pay only 1.8% more
     

  •  Australian consumers say that they would be willing to spend 15% more, on average, to guarantee workers wouldn’t need to work in sweatshop conditions

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QUALITY OF CLOTHING

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  • Secondhand clothing dumping is due to online shopping

  • Online shopping culture does not give customers opportunity to evaluate quality of designs

  • Poor quality clothing is rejected after one use 


 

AUSTRALIAN WASTE

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  • 70, 000 tonnes secondhand items were exported in 2017 from Australia
     

  • Third world countries are handed these in lots, then used for building materials
     

  • Australian Bureau shows exports of worn clothing and textiles grew 50% from 2008-2013 

  • Illegal dumping is higher in summer than winter 
     

  • Graph below shows the spike of dumping during the 2011/2012 floods

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STAKEHOLDERS

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  • Consumers

  • Social Media Influences

  • Retailers

  • Australian Government

  • Designers

 

INFLUENCING FACTORS

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  • consumer demand

  • advertising

  • current economic value of third world countries

 

TRENDS

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  • online shopping

  • bulk quanitities

  • video clothing hauls

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Current News

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In current news, 1,134 employees were killed in the Rana Plaza sweatshop after 5 buildings collapsed on top of each other due to poor health and safety management.

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Social-Media Activity

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Facebook, Instagram, Youtube, and Twitter are the most visited sites by our targets. Following this trend, community events are advertised using Facebook with hashtagging available through most social media platforms.

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SWOT

ANALYSIS

Strengths

Donations go towards a good cause -  providing fair wages, equal treatment of sweatshop workers

Weaknesses

Ethical living is a slow process these choices come at sacrifice to convenient and affordable habits

Opportunities

Improve the quality of life to women in need and decrease high waste turnover in Australian households

Threats

Conflicting messages in the mass advertising industry of large corporations and clothing hauls by you tubers

TARGET

PUBLICS

Demographic & Psychographics

Female millennial shoppers aged 18-35

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  • Brisbane metropolitan area

  • Popular activities include online shopping

  • 54% would recommend their favourite online store

  • 75% of milennials prefer to invest in desirable experiences, education, and shared good over material possession

  • Beliefs include taking a different stance, searching for unique rewarding experiences

    Fashion community: Australian bloggers and magazines 
     

  • we aim to persuade fashion influencers as a secondary target, their role is vital to the conversion of our primary targets

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