DRESS FOR SUCCESS OREGON

Dress for Success, an organization dedicated to empowering women and gender-expansive individuals toward economic independence, hosts seasonal 'Closet Sale' events. Proceeds from these sales directly support their mission. In 2024, they aimed to expand their audience but faced a unique challenge: many Gen Zers were participating in a “no-buy” year, driven by a heightened awareness of overconsumption and poor spending habits. To address this, we developed communications that reframed the act of purchasing as a meaningful way to give back to the community, alleviating the guilt associated with spending.

Our target audience was individuals aged 18 to 24 who enjoy hunting for hidden gems and great deals. They sought a guilt-free opportunity to indulge in a “cheat day” from their no-buy commitments. Leveraging social media, we crafted messaging that aligned with Dress for Success’s national brand guidelines while instilling excitement and a sense of purpose. We emphasized that every purchase directly supported a worthy cause, encouraging shoppers to feel good about spending freely and contributing to a greater impact.