adult-beautiful-beauty-1543950

Case Study: Refashioning Nasty Gal for a Gen Z audience


How a UNiDAYS fashion-design contest helped Nasty Gal find its Gen Z voice.

Download PDF Version

contest page views
student contest entries
final student winners


The Challenge

Nasty Gal has always been ahead of its time in championing women’s entrepreneurship. So when presented with a challenge of how to reach beyond their core Millennial audience, they leveraged their ongoing partnership with UNiDAYS to create a fashion-wear contest that would spark the interest and launch the careers of aspiring Gen Z fashion designers the world over.

nasty gal - case study - web version - 2

" Partnering with UNiDAYS has been a win-win from the start... Their Launchpad contest has shown us just how many new ways there are to get Gen Z heavily engaged with Nasty Gal. "

— Veronica Di Gesu
Digital Marketing Manager, Nasty Gal

nasty gal - case study - launchpad - promo - 2

The Solution

Our CSR team hosted a tee shirt design contest for students on the UNiDAYS platform. The winner received a paid trip to Nasty Gal HQ and had her design printed and sold online. Several runner-up contestant designs were printed and sold on Nasty Gal as well. 

UNiDAYS leveraged its in-house creative studio to develop:

  • a co-branded landing page
  • custom promotional content, including images and blog posts
  • a 30-second promo video explaining the contest rules to would-be participants

To promote the contest, UNiDAYS activated an array of different channels, including web, email, app, newsletter and social media.

UNiDAYS Student Verification technology also quickly mapped out a global audience of college students eligible for the contest.

 The Results

Within the span of a sales quarter, the program saw massive student engagementand generated even more prize-winning designs than Nasty Gal had anticipated. Learn more about the six finalist designs (pictured below), and meet the grand prize recipient who won a trip to Nasty Gal's Manchester headquarters. 

UNiDAYS Launchpad
UNiDAYS Launchpad
UNiDAYS Launchpad
UNiDAYS Launchpad
nasty gal - web case study - 5
UNiDAYS Launchpad
UNiDAYS x Nasty Gal

The Impact

Nasty Gal featured the winning designs on its website, giving these six young designers a jumpstart in their careers. Soon after launching, the "in the nude" tee shirt sold out. 

See the designs live on Nasty Gal's website

Talk to a Gen Z expert

let's chat