The original target age range provided by our client was 15-17 years old, but given that the majority of fast fashion consumers are young adults, primarily females aged 18-24 ("A woman aged 18 to 24 is the most frequent consumer of fast fashion"), we decided to broaden our scope to include this age group. This is because changing the habits of a young adult would likely have a greater impact than influencing a teenager.

Fortunately, gamification trends appeal to both age ranges, and they share a common experience of growing up with similar cartoons.

Initially, we focused on females, but a small survey revealed that men might be even more interested in upcycling. You can view the survey results in the spreadsheet HERE, with particular attention to the "How old are you?" and "Are you interested in modifying your clothes?" questions.

To better include male participants, we decided to shift the narrative from a teenage girl story to that of an upcycling store employee.