Brand Awareness - Know more.

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Fast Fashion has gained the reputation to be based on unethical labor and sourcing, however, not many people know that despite the marketing brand for Dotti being fast fashion, according to the Premiere Investments (2020) annual reports, the sourcing and ethical beliefs are anti-modern slavery. In fact, the owner of the Just Group chain, Premier investments (2020) has made it quite clear on their 2020 annual reports for the Just Group that the company has zero tolerance for unethical labor and unethical sourcing, specially stating they are ‘anti-modern slavery’. (Premiere Investments, 2020)To break the reputation of all fast-fashion chains is unethical, Dotti’s need for transparency with their ethics and sourcing will clear the air with their consumers and potential buyers, increasing lead generation, where shoppers gain more trust knowing where their clothing is sourced from. Data presented by the ecological certification company in 2019 showed that an estimate of 69% of millennials say they research sustainability and its ethical background before making a purchase (Moore, 2019); If the statistics and ethical clarity are there, why not use the honesty for transparency in our marketing strategy? They say honesty gains trust. 

Annual Report - Annual Report 2020 (Premiere Investments , 2020)

The ideology behind the campaign, same but different, is seeing Dotti in the light of transparency, to show our sources, ethics, and beliefs. A plan to execute this would be an additional section on Dotti's 'about us page, where we clarify our ethical beliefs and where we source our fabric from. 

The vital information for ethical transparency only remain within the annual reports;  statistics should not only be shown on the annual reports, rather than shown on the webpage to reassure consumers that the company does not support modern slavery and unethical labor. The addition of sourcing statistics and fabrics will also reassure and retain customers who are against fast fashion due to unethical labor and sourcing.

When posting on their verified Instagram account, about new collections and upcoming deals. Include the fabric and where it was sourced. State the beliefs of the company; not sourcing unethical cotton for example. This is an example of what the post could look like.





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