The idea was for consumers to create their own designs, and then upload it onto social media. The winning designs would then be professionally made and featured in-store as a limited edition item.
This was for a campaign to reposition the brand YDE (Young Designer's Emporium), and make them relevant to the youth. The concept was "Made Local" and was created to push the brand's USP of featuring only young, locally-made designs.
Modern youths are motivated by a desire for noted individuality, yet simultaneously align themselves with brands which offer status and a sense of prestige or exclusivity. YDE is relevant to the target audience because their clothes are designed by young and local designers; what they sell cannot be found in any other stores and is not sold by any other wholesaler. Their clothing is both exclusive and individual, completely one-of-a-kind. By emphasizing this USP, the aim was to realign YDE with the youth’s sense of identity and self-expression.
The campaign focused on creating online and mobile-related brand engagement, such as an app for online-shopping and social media content.
