Launching a second-hand pop-up store for Gen Z
A launch plan mixing micro-influencers, TikTok and a waiting list to bring a circular-fashion pop-up to life.
- Brand
- Rewear Club
- Context
- School project
- Year
- 2025
- Focus
- Launch campaign
01The brief
For a school project based on a real brief, our team of four had to plan the launch of a second-hand clothing pop-up for 18 to 25 year olds, with a small budget and strong competition from resale apps.
02What I did
Within the team, I was in charge of the social media and influence side of the plan.
- Insight: a survey of 214 students showed that the fun of digging for a find mattered more to them than the price.
- Big idea: "Every piece has a past", each item sold with a short story about its previous owner.
- Influence: eight local micro-influencers selected for a co-created TikTok series.
- Conversion: a waiting list giving early access to the best pieces before the opening.
We pitched the plan to the founders with a launch calendar and a ready-to-use KPI dashboard.
03Results
214
students surveyed
8
micro-influencers selected
1,900
waiting-list sign-ups forecast
Skills used
- TikTok
- Influence
- Market research
- Launch plan
