Changing Fashion Landscapes
What is ethics in fashion?
This can be far reaching issue and cover a variety of contexts;
- Exploitative labour
- Environmental damage
- Chancels
- Waste
- Animal Cruelty
Circular economy;
'A circular economy is an alternative to a traditional linear economy (make, use and dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life'. (Wrap, 2018)
Sustainability;
Closed loop systems;
Examples of 'closed looped' company strategies;
- Levi's and H&M
Fashion Brands slower to adopt 'closed loops'
- Primark
- Luxury brands;
- Farming animals for fur
- Difficult to trace some supply chains/accountability for production
Impacts;
- Sustainability
- Climate
- Depletion of natural resources, (animals, habitat, water and so on)
Eco-Fashion;
- Fashion sustainability
- People tree
- Patagonia
- UNMADE; niche knitwear - consumer can produce their own product
- Traid
- Oxfam Hub Batley; Online Hub
Counterfeit goods;
- Luxury market
- Countries and counterfeiting
- Creates problems with sales, profit and the kudos of brands in question
- Further promotes unethical practice?
Social Responsibility;
- What we consume
- Why we consume
- What forms our consumer patterns
- Who is responsible for increased consumption
- Our understanding of products use and where products goes
- How our actions impact on others, (links back to ethics)
Generational Shifts;
- Different ways we consume
- Generation X
- Generation Y
- Generation Z
- Methods of marketing to consumers are continually shifting due to the complex nature of the across generational experience of interacting with and identifying product
Generation X;
- Brought up through the era of physical shopping experience
- High street brands
- Department stores
- Have a tendency to brand loyalty, and still attach 'value' to cost of an item
- Tend to reflect personal status through conspicuous consumption
- Focussed on an aspirational product
- Some understanding and connection to online
Generation Y;
- Cross over generation
- Technology occurred through their life-time
- Much more connected to digital media forums
- Primarily focused on online resource, but some consumer habits attach to bricks and mortar
- Not as brand loyal
Generation Z;
- Born through the digital age
- Immersed in digital as a way of life, naturally navigate and attach technology through everyday life experience)
Consumer shifts;
Shift to online shopping;
- Comparing and contrasting product online
- Sourcing the best price from on line comparison
- Social media; provides a platform to 'display' product choice
- Online shopping has seen the shift of consuming fast fashion through faster cycles; see the product, buy the product, moves onto the next look
- Historically collections were bi-annual, moved through quarterly drops; fast fashion cycle has developed a 52 week a year scenario
Impact of online versus high street;
Highstreet;
- Same products different stores
- Increasingly less differentiation in product
- Product prices higher; retailers have to pay for space and so this is embedded in the retail price
- Physical act of going shopping; paying for transportation parking and so on
- Busier lives means less times to spend seeking out the product on the high street
Impact of online versus high street;
Online;
- More convenience
- Diverse choice (something for everyone via online forums)
- Drill down on product and find the cheapest price, more choice regarding sizing
- The opportunity to source garments which are less likely to be worn by others
- Overhead on product lower and so currently product can be sourced cheaper
Can the high street fight back?
High street strategies to revive footfall;
- Burberry - Physical meets digital
- Adidas - working on interactive experiences in-store
Now;
Globalisation
- Mateirals
- Labour
- Sourced at low cost
- Industrialised methods of growing costs
- Habitat and environmental destruction
Future;
- Further digitisation
- Niche product
- Embedding of technologies
- 3D Printing
- Biometrics
- Textile grown from organisms
This can be far reaching issue and cover a variety of contexts;
- Exploitative labour
- Environmental damage
- Chancels
- Waste
- Animal Cruelty
Circular economy;
'A circular economy is an alternative to a traditional linear economy (make, use and dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life'. (Wrap, 2018)
Sustainability;
Closed loop systems;
Examples of 'closed looped' company strategies;
- Levi's and H&M
Fashion Brands slower to adopt 'closed loops'
- Primark
- Luxury brands;
- Farming animals for fur
- Difficult to trace some supply chains/accountability for production
Impacts;
- Sustainability
- Climate
- Depletion of natural resources, (animals, habitat, water and so on)
Eco-Fashion;
- Fashion sustainability
- People tree
- Patagonia
- UNMADE; niche knitwear - consumer can produce their own product
- Traid
- Oxfam Hub Batley; Online Hub
Counterfeit goods;
- Luxury market
- Countries and counterfeiting
- Creates problems with sales, profit and the kudos of brands in question
- Further promotes unethical practice?
Social Responsibility;
- What we consume
- Why we consume
- What forms our consumer patterns
- Who is responsible for increased consumption
- Our understanding of products use and where products goes
- How our actions impact on others, (links back to ethics)
Generational Shifts;
- Different ways we consume
- Generation X
- Generation Y
- Generation Z
- Methods of marketing to consumers are continually shifting due to the complex nature of the across generational experience of interacting with and identifying product
Generation X;
- Brought up through the era of physical shopping experience
- High street brands
- Department stores
- Have a tendency to brand loyalty, and still attach 'value' to cost of an item
- Tend to reflect personal status through conspicuous consumption
- Focussed on an aspirational product
- Some understanding and connection to online
Generation Y;
- Cross over generation
- Technology occurred through their life-time
- Much more connected to digital media forums
- Primarily focused on online resource, but some consumer habits attach to bricks and mortar
- Not as brand loyal
Generation Z;
- Born through the digital age
- Immersed in digital as a way of life, naturally navigate and attach technology through everyday life experience)
Consumer shifts;
Shift to online shopping;
- Comparing and contrasting product online
- Sourcing the best price from on line comparison
- Social media; provides a platform to 'display' product choice
- Online shopping has seen the shift of consuming fast fashion through faster cycles; see the product, buy the product, moves onto the next look
- Historically collections were bi-annual, moved through quarterly drops; fast fashion cycle has developed a 52 week a year scenario
Impact of online versus high street;
Highstreet;
- Same products different stores
- Increasingly less differentiation in product
- Product prices higher; retailers have to pay for space and so this is embedded in the retail price
- Physical act of going shopping; paying for transportation parking and so on
- Busier lives means less times to spend seeking out the product on the high street
Impact of online versus high street;
Online;
- More convenience
- Diverse choice (something for everyone via online forums)
- Drill down on product and find the cheapest price, more choice regarding sizing
- The opportunity to source garments which are less likely to be worn by others
- Overhead on product lower and so currently product can be sourced cheaper
Can the high street fight back?
High street strategies to revive footfall;
- Burberry - Physical meets digital
- Adidas - working on interactive experiences in-store
Now;
Globalisation
- Mateirals
- Labour
- Sourced at low cost
- Industrialised methods of growing costs
- Habitat and environmental destruction
Future;
- Further digitisation
- Niche product
- Embedding of technologies
- 3D Printing
- Biometrics
- Textile grown from organisms
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