TRAID: April 2013

Traid advertising and graphics brief - 7th June

Group blog and minutes from group meetings.

Traid charity number 297489 -1999

Textile recycling charity
Aim to help consumers have an ethical wardrobe, see opportunities in second hand clothing
Divert clothing from landfill and find another use for it. Use profit to challenge poverty and vision of a world with textile supply chain for from exploitation and to fund an educational program

Why?
Discard 1.2 mill tons of clothing per year, same weight as 1.2million elephants
Spend over £40billon on clothing per year in Britton aka 2million tons
430000 tons ends up in landfill or incinerator, only outcome from this for the planet is BAD. Produces methane gas, more potent than carbon dioxide. Climate and atmosphere is changing, methane is responsible for 20% of this. Need to prevent this by reuse
Nations has expanding wardrobe
-making clothing can be complicated. Using our planets resources for such a short amount of time and then discarded. Value our resources. Brands such as marks and Spencer's (shwopping) h and m (conscious collection and old clothes hand in and are looking into their water sources to run their fabrics as clothing finishing uses a lot of water WWF) are taking this into account and trying to prevent it. Levi's are also looking at water usage with 'waterless'
At least 40 companies across UK are collecting second hand clothing for finically value of materials and textiles no matter the state it's in. More and more commercial people have come on board which has increased the value of recycled textiles

TRAID are the best people for anyone to donate their clothing too

Think about ecology, economy and equity!

TRAID use clothing banks as the main way to collect clothing. Collected once or twice a week dependent on usage. They are becoming more and more difficult to maintain from graffiti and cleaning, safety and also from theft. Must consider how likely it is for people to want to steal from and also competing for space and locations from other retailers who will offer money in return for instance at a super market car park as this is a desired location for maximum usage.
TRAID mostly put their banks on council owned land and they expect approx 25% of any profit collected from these clothing banks on their land. This is hard for a small charity to compete as it already costs a lot to maintain the banks. What are the added benefits for taking on TRAID if they can't offer as much money as European companies.
Think about how to diverse ways of collecting clothes, eg cardboard banks in shops, although when shopping is not normal where you would be carrying around old clothes and they get damaged easily. Also door to door collection close the warehouse, bespoke collection, phone up TRAID to collect your unwanted clothes. Bespoke gets much better response than other methods
Also working more closely with retailers, post consuming waste, bought, worn and then donated. Working towards per consumer waste eg returns and things that are no longer selling or faulty. Topshop donate faulty clothing to TRAID but they have to cut out labels and cannot press release, nearly 1000pieces per month.
Ann summers also donate but ask for clothing not to be sold in TRAID stores

What happens to donated clothing?
Brought to warehouse in Wembley and is hand sorted. Aim to use donations again in the UK. Dont just get clothing but forward other items onto specific recyclers although some shops sell bric a brack but not many. Want good quality donations that can be used again. Only between 14-18% can be re sold. Small proportion but still wholesale other items for a profit which then gets resorted and sent to different markets in Africa etc but not in Uk. Make a larger profit if resold in UK rather than wholesale, around 50%. Bespoke makes a much larger profit from banks but costs more for a door to door pick up.
Shop managers come in and get a pick off the belt of what they want in their shops. Divided up into categories as specific items will sell better in certain areas for example sarhis and ethnic clothing. TRAID has 11 different stores around London. Each store is very different due to their locations. Have some stores with new season or premium clothing such as Camden. Also have lower shops were families go where high st products go and then poor areas with cheap clothing, basic clothing. Completely different price range. 3 £ average price and harrow but 8£ average price in Camden. Know your customers!
Triad know how to pack their stores. If they haven't sold in 3weeks they get ,over to another store. Like Zara, quick turn over. Per shop TRAID makes more money than any other charity, double Oxfam's best selling shop. Pack it with stock so there's at least something you want.
Refurbishing shops and making sure VM is of a high standard. Try and make environment as nice as possible as it encourages people to stay longer, and also can increase shops profit. This does depend on and area though, in Shepard bush the refurb has made no difference in profits.
Try to get the best value out of anything donated and aim to get as much of it resold in the UK.
Take clothing home and mend it so it can be sold in the UK. TRAID re-made. Take clothing and mend it if it could potentially be sold, also use donated fabrics to make things. Cut up different clothing to make one sellable piece. Some designers request certain clothes and creates a collection for donated clothing and works with small factories to get it reproduced. As its hand made they lack behind other retailers with seasons. This is only the second time they have done this. Eg would use torn ikea cushions. Burberry donated Italian wool that was slightly off colour so couldn't use in their collection so TRAID remade it into coats, expensive good quality fabric, colours didn't matter. Also sell these collections online.
Timberland donate a lot of clothing so work clothes with TRAID to help create new collections. In 2010 made a joint label. Last year works with timberland and a French designer to make a new timberland boot, Azelai banks wore them in her music video.

Buying second hand has huge environmental benefits. 60% change that if u buy something second hand shop you are not going to buy a piece of new clothing. New clothing has devastating effects on the environment, so even to buy a little less will help. 2000 litres of water to make one cotton T-shirt. Often made in dry countries with less water, using their water for cotton fields rather than drinking water. In UK we consume 3times more than is fair for our country to be using. Massive economical foot print. We can only get away with this as other countries are using less than their fair share.
Human exploration has got worse and worse. Fast fashion factory conditions worsen. As we want things faster the working hours increase, lower clothing prices mean workers get a lower wage. Health and safety conditions in Bangladesh are low and increase risk of fires Etc. people speaking out about working conditions are being killed and kidnapped as Bangladesh don't want negative press as retailers may stop buying from them, factories are owned by politicians.

'Wearing poverty out' tag line for what happens to TRAID profits.

Visions for textile chain with less environmental impact and also exploitation and working conditions. Children take away from families and are at high risk from sexual abuse, 40% were HIV positive. Girls locked in factory's like prison and then raped by men who run the mills. Also at great risk from illness and also cotton inhalation effects goods. TRAID aims to give families another way to gain income so they don't rely on sending their children to work in these mills and to value their children's childhood.

Focusing n supply chain for 3years now. Helping farmers get more key from their cotton crops. Cotton prices fluctuate so much and are often the poorest farmers. Help them to farm organically without chemicals so they don't have to spend money on chemicals and also pay for health care from dangerous pesticides. They also get a bonus for farming organically as it can be sold for higher cost. Plant companions for bad bugs to jump to or to encourage other bugs to eat the bad bugs. Can also plant food for them to eat. Improves lives of families and their health. In Africa and Ethiopia. Lots of projects with trade unions.
Work with factories that supply h and m and GAP.
Episodes of mass fainting as women suffering from malnutrition as they weren't earning enough to eat. Working with self employed women association in deli. New look gave embroiders massive orders, as women are muslin men didn't want them to go to work.

TRAID/projects - updates of running projects of where the money is going.

It's about using right projects for the right audience, look at what they would be interested in.

Educational program's to try and get people to consciously think about what they are buying so they love it, keep it for longer, take better care of it etc. Also teach sewing workshops to encourage mending and making of clothing .

Our challenge is to get MORE CLOTHING INTO TRAID. Without clothes, no profit can be made to help make a difference.

We're collecting 3000 per year, in 2012 it dropped to 2500.
Important to ink about how to communicate to people about why to chose TRAID and new ways for donations.

Don't focus on website as it is currently being relaunched. Is a wasted avenue as they are working on it currently.
Look at new ways to promote
Hoarder campaign. Three textile banks at Nottingham Trent, in the last year we only collected 514kilos, not very good for 3banks. Every year take the bottom three banks and get rid of them. As a comparison soul ford Uni collected approx 3000kilos but they have double the amount of banks.
Bubble and squeak campaign by first years last year.

Twitter @traid
Facebook /traidcharity
Lyla@traid.org.uk
Go through to recycling if you call

Look online, support trade, donate clothing and then shows map to find where bank locations are.
Logistically no stores outside London in the next three year plan. To expensive.

People don't necessarily know what TRAID is whereas everyone has herd of Oxfam and knows it does well.
Men donations are in worse condition. Women end up recycling men's clothes for them. Men's and children's make up around the same as women's.

Children's clothing - grow out of quickly

20-40 broad customer target market

Brixton store has premium stock and labels makes most money then Shepard's bush, high street stock. Third most successful is also a high street store.

Poor quality clothes like primary being donated cant be sold in UK, so need quality donations to be resold so drive for this but will take everything. Take ripped clothing, near to go somewhere rather than landfill.

Consider -

The context
Consumers and big idea
Big creative idea
Executions

Look at year 1 big idea lecture.

TRAID. Textile Recycling for Aid and International Development

traid.org.uk

TRAID is a charity committed to protecting the environment and reducing world poverty by recycling and campaigning at home. Funds raised in the UK by TRAID through the collection and sale of reclaimed clothing and shoes help to divert waste from landfill and further sustainable development projects…

AMY LAURA BURT

Big Ideas: Bompas and ParrTheir work is based around food but their ideas could be interesting in terms of sensory marketing etc. and doing something a bit differenthttp://www.jellymongers.co.uk/#!__projects

"Bompas & Parr designs spectacular experiences often working on an architectural scale with cutting edge technology. Projects explore how the taste of food is altered by synaesthesia, performance and setting.

From just Sam Bompas and Harry Parr in 2007, when Bompas & Parr was founded, the studio has slowly grown to its current structure in response to the possibility of generating a wide range of projects. The studio now consists of a team of cooks, specialised technicians, architects, graphic designers, and administrators. They work with Sam and Harry to experiment, develop, produce, and install projects, artworks, jellies and exhibitions, as well as archiving, communicating, and contextualising the work. Additional to the projects realised in-house, Bompas & Parr contract structural engineers and other specialists, and collaborate with curators, cultural practitioners, and scientists.
Named by the Independent as 'one of the 15 people who will define the future of arts in Britain'."

Hannah Boswell

TRAID

Sunday, 28 April 2013

H&M = Big Competitor

Interesting Charity Campaigns

Facial Recognition - Plan UK

Friday, 26 April 2013

Encouraging the consumer to keep giving

Thursday, 25 April 2013

How to charity shop

Briefing notes

Wednesday, 24 April 2013

Marketing week discussing charity brand messages and the need to appeal to younger audiences through honesty and simplicity:

Brand personality:

Oxfam incentives:

Sunday, 21 April 2013

PRexamples.com

SapientNitro: Creative ideas

Big Ideas: Bompas and ParrTheir work is based around food but their ideas could be interesting in terms of sensory marketing etc. and doing something a bit differenthttp://www.jellymongers.co.uk/#!__projects