Priah Ferguson launches hotline to combat fast fashion
Priah Ferguson, who plays Erica Sinclair on the Netflix's series Stranger Things, has teamed up with online thrift store ThredUp to help combat fast-fashion by providing a hotline for consumers.
As the voice of the hotline, Priah will deter consumers from splurging on fast-fashion by talking them out of their purchases. The actress says: “If you’re on the verge of a splurge — girl, no. Press 1 and I’ll talk you out of giving fast fashion your hard-earned cash.” The hotline can be reached by dialling 1-855-Thredup.
Specifically aimed at Gen Z consumers, ThredUp surveyed almost 2,000 consumers in June and July 2022 to investigate fast-fashion trends – one in three reported feeling addicted to fast fashion.
Breaking the cycle of fast fashion cycle
“We were surprised by the number of people who said they were perfectly aware of their individual consumption habits and that they had an impact on the planet, but were doing it anyway. So, their behaviour was in conflict with their values,” said Erin Wallace, VP of integrated marketing at Thredup.
When consumers call the hotline, they will hear a pre-recorded script from Priah, who attempts to deter consumers from purchasing cheap fashion items. They will also have the option to hear Priah’s “bad fast fashion story”, with the option to record their own confession via voicemail once the recorded message is complete. These recordings may be used by ThredUp to advance the campaign and broaden public awareness.
The aim of the recording is to tap into the values that influence consumers to make the choices that they want to. This comes after ThredUp found that over half of college students want to quit fast fashion to shop more sustainably.
“Psychologists have researched the way purchasing something new triggers a dopamine hit in the brain, and more sinister brands have spent loads of money determining how to keep people in that cycle of seeking the next dopamine hit,” says Emily Stochl, director of education and community engagement at the nonprofit Remake.
“Research has also shown that people's purchasing habits are commonly at odds with their values — i.e. they want to quit fast fashion, and are struggling to do so,” Emily continues. “I imagine this kind of gap parallels other forms of addiction, and thus the hotline method to help people work through this paradox makes sense.”
