The Love ZA Buy ZA campaign draws attention to the importance of local Cape Town-based investment and manufacture. The fashion brand Good Clothing teamed up with the Mungo & Jemima boutique to produce the series which was delivered to viewers via a short film.
Present in the film is an intricate textile production process. This is representative of the many locals who go about domestic design on a daily basis, providing direct references to the many textiles that are made primarily by hand in South Africa.
According the description, Love ZA Buy ZA also aims to address a rampant loss of employment in recent years, "At least 80 000 jobs have been lost in the local clothing and textile industry over the past six years as companies continue to close their doors. We want to help change this."
Local Textile Campaigns
The Love ZA Buy ZA Film Draws Attention to Native Designers
Trend Themes
1. Local Textile Revival - Opportunities for local textile businesses to find new markets and revitalize their industry through campaigns that bring attention to domestically-made products.
2. Sustainable Fashion - Campaigns such as Love ZA Buy ZA offer a platform to promote locally-made, sustainable fashion goods.
3. Digital Storytelling for Fashion - Producing short films, like Love ZA Buy ZA, can help fashion brands showcase their unique production processes and the stories behind their designs, ultimately creating a more personal and engaging experience for consumers.
Industry Implications
1. Textile Manufacturing - Textile manufacturers have an opportunity to market their locally-made, handcrafted products and connect with customers who want to support local businesses and sustainable fashion practices.
2. Fashion Production - Fashion businesses can use similar campaigns to Love ZA Buy ZA to tell their brand stories, and connect more intimately with their customers.
3. Digital Marketing and Storytelling - There is an opportunity for digital content companies and marketing strategists to help fashion businesses create visually-appealing and engaging campaigns that showcase their unique production processes and local fashion goods.