Embracing Sustainability: The Story of Our Oxfam Pop-Up Shops

As I walked through the vibrant space of our recent sustainability pop-up shops, I felt an overwhelming sense of pride and accomplishment. This event, created in partnership with Oxfam, was not just a learning experience for our students but a step towards fostering sustainable fashion practices within our community.

The idea for this event was born out of a casual conversation with Neve Carnes at Oxfam, Batley. I have always been passionate about sustainable fashion and recognised the immense benefits of active learning. Our visual merchandising module typically involved theoretical work, but I wanted to give students a more practical, hands-on experience. As a result, the concept of setting up a pop-up shop on campus took shape.

This initiative was a perfect way to fulfil the module's learning outcomes, enabling students to apply visual merchandising techniques and strategies in a real-world setting. They were involved in every aspect of the shop—from designing the layout and displays to creating marketing materials and engaging customers. It was a fantastic opportunity for them to experience the retail world first-hand.

Students on the module were given the chance to design the shop layout, curate the clothing presentation, and create marketing materials, including digital screens throughout the university and social media ads. They set up and managed the shop, served customers, maintained displays, and replenished stock. Other students could also volunteer via the student union, gaining the same practical experience.

The event was a bustling hub of activity and creativity, bringing together students from various disciplines to work towards a common goal. It was more than just an assignment; it was a community effort that fostered a sense of belonging and shared purpose.

Molly Dutton, for example, who is in her final year studying Journalism, said that the Oxfam Pop-Up was an incredible opportunity to utilise her social media skills and combine her love of marketing and fashion. Her role was creating TikTok content and Instagram stories, showcasing the products and portraying the buying experience. She said: I learned the importance of visual merchandising when promoting and running a fashion event. The signs that directed buyers towards items that fell under specific trends acted as a unique selling point for the clothes.

“This event showed me how trend culture can organise products and appeal to consumers. The interactive nature of the event meant that I could see the buyer’s reactions and talk to them myself, involving them in the social media posts on TikTok, which couldn't be achieved in a normal seminar structure."

Zainab Kolawole, who studied for a Masters in Journalism was able to produce a piece for one of her coursework assessments, which required her to film a TV package. Zainab said: “The event not only aided my coursework but also helped me identify my strengths and weaknesses, prepare for the future, and instill confidence that I can perform well for potential employers.

“One of my favourite parts of the event was learning about sustainable fashion and how second-hand items can help mitigate the harm caused by fast fashion. Overall, the experience was amazing, and it's one of the projects I'm most proud of."

Masters Marketing student, Raida Zerin said that the project allowed her to apply her academic knowledge and pursuits with her passion for sustainable fashion marketing. "The Oxfam x LBU pop-up shop was a fantastic opportunity to represent our work at the showcase. Before this, I thrived in a corporate marketing career at Unilever. I then discovered my passion for teaching and community service which led to pursuing a career blending academia and strategy to strengthen the pre-loved fashion industry in Bangladesh.

“Working with Oxfam is my way of furthering my life’s purpose which is to 'learn, grow, and empower.' I really appreciate the opportunities this event has given me to grow!"

This year’s pop-up shop was just the beginning. Plans are already underway for the next event, which will take place on 18 March 2025. It promises to be even bigger and better, involving more schools and courses, including the School of the Arts—music, performing arts, fashion, and illustration. We envision more interactive elements such as fashion catwalks, insta booths, clothing customisation stations, and donation styling sessions, all designed and implemented by students.

Our Marketing Management and Marketing Management with Advertising courses are a perfect blend of theory and practical knowledge, giving students a deep understanding of both strategic marketing and creative advertising. The faculty here are industry experts who support students to develop skills that are directly applicable in today's fast-paced marketing world.

Whether it’s data-driven strategies or tapping into your creativity in advertising, Leeds Beckett has the resources and the atmosphere to help you succeed. Our goal is to continually expand this initiative, embracing more modules and assignments, and providing active learning experiences that develop employability skills. This practical and performative demonstration of circular fashion has the potential to make a significant impact on the community and the environment.

For those looking to get involved, students on the visual merchandising module will hear about it in their week one classes of semester two. Other students can look out for volunteering advertisements from the student union or email me directly: E.Pugh@leedsbeckett.ac.uk