UK-based alterations and repair platform Sojo is embarking on its first out-of-home (OOH) advertising campaign in London, employing artificial intelligence (AI) technology to target consumers. The campaign aims to make tailoring and repairs more accessible while promoting a slower and more thoughtful approach to fashion. Sojo’s digital advertisements can be seen at prominent locations such as One New Change shopping mall, London Euston rail stations, and roadside street furniture, as well as large format screens throughout the city.
The campaign features straplines such as “From ready-made to made-for-you” and “Seam better days,” showcasing fixable fashion mishaps to inspire people to extend the lifespan of their clothing. Sojo’s door-to-door tailoring service plays a pivotal role in encouraging customers to invest in repairing their garments rather than purchasing new ones.
Josephine Philips, Sojo’s founder and CEO, explains that the brand’s mission is to promote a more deliberate approach to clothing consumption. Sustainable fashion is often seen as costly and unattainable, but Sojo aims to meet customers where they are by emphasizing the importance of properly fitting clothes and investing in existing items. Their tech-driven solution emphasizes convenience and accessibility.
The OOH campaign is a result of Sojo winning a collaboration between JCDecaux UK Reach and the Black Founders Fund by Google for Startups. This partnership aims to support business growth and enhance brand visibility. As part of the initiative, Sojo received data-driven planning tools and AI creative testing to optimize the effectiveness of their advertising.
In addition to the OOH campaign, Sojo gained exposure in the physical market through a collaboration with Selfridges in May. The brand participated in an eco venture called The Stock Market, which took place at Selfridges’ Corner Shop in their flagship store on Oxford Street. Sojo shared the platform with other sustainable fashion brands.
With their innovative use of AI technology and strategic partnerships, Sojo continues to champion sustainable fashion and encourage consumers to adopt a more mindful and responsible approach to their clothing choices. Their inclusive and accessible solutions are reshaping the way people perceive tailoring and repairs, ultimately contributing to a more sustainable future for the fashion industry.
Helpful Links:
1. Sojo: Sojo’s official website, providing information about their services and mission.
2. Selfridges x Sojo Collaboration: Details about Sojo’s collaboration with Selfridges and other sustainable fashion brands.
