Lecture Notes: Environmental Landscapes


Ethics in fashion:

This can be a far-reaching issue and cover a variety of contexts:
  Who made it
-       Where it came from
-       Exploitative labour
-       Environmental damage
-       Chemicals
-       Waste
-       Animal cruelty
-       Impacts on people

Circular Economy:
A circular economy is an alternative to a traditional linear economy (make, use. 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 system – taking a product and making sure it goes through a full life cycle
E.g. H&M and Levis

Fashion brands slower to adopt closed loop
Primark – disposable, driven by money
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, etc)

Eco-Fashion

Fashion sustainability
People tree – sustainable products
Patagonia – closed loop system, take their products back and remake them
UNMADE: niche knitwear – consumer can produce their own product
Traid
Oxfam hub Batley; online vintage

Counterfeit goods:

Luxury market
Countries and counterfeiting
Creates problems with sales, profit and the kudos of brands in question
Further promotes unethical practice? (‘hidden’ manufacture of goods)

Social responsibility:

What we consume
Why we consume
What forms our consumer patterns
Who is responsible for increased consumption
Our understanding of product use and where products goes
How our actions impact on others, (links back to ethics)

Generational shifts

Different consumers, consume in different ways
Generation X, largely bricks and mortar, (high street) with some online consumption
Generation Y, largely online, with some bricks and mortar consumption
Generation Z, born into the digital age
Methods of marketing to consumers are continually shifting, due to the complex nature of the cross generational experience of interacting with and identifying product.

Marketing methodologies

Bricks and mortar type institutions; for example, John Lewis
Television
Loyalty cards/data collection
Long routes to identifying and engaging their customers

Online
Uses cross sectional marketing/advertising
Social media
Some terrestrial TV advertising, example, boohoo
Posters/digital bill boards/taxi, example, boohoo
Fast fashion social media cascade

High street retailers engaging the consumer
Both digitally and physically
Top Shop: Online offers, as well as high street ‘lock ins’ for student for example

Generation X

Brought up through the era of ‘physical’ shopping experience
Department stores
High street brands
Have a tendency to brand loyalty, and still attach, ‘value’ to the cost of an item

Generation Y

Cross over generation
Technology occurred through there life

Generation Z

Born through the digital technology

Consumer shifts:

Shift to online shopping;
Comparing and contrasting products online
Sourcing the best price from on line comparisons
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, move to the next look


Impacts of online v highstreets

High street:
Same product different store
Increasingly less differentiation in product
Products price higher

Online:
Convenient
Diverse choice, something for everyone
Drill down the product and find the cheapest

Can the high street fight back?

High street strategies to receive footfall
Burberry- physical meets digital
Adidas – working on interactive experiences in store

Where it leaves us currently

Globalisation
Labour
Sourced at a low cost
Industrialised methods of growing crops
Habitat and environmental destruction

Futures

Future digitisation
Niche products – emotional connectivity
Embedding of technologies
Digitisation in fashion prints/textiles
3D printed products
Biometrics
Textiles grown from organisms













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