Dissertation proposal on sustainable fashion

However these changing attitudes must be addressed in the correct manner by brands. As a society we are most likely to remain behaving the same until there is a surge or trend in the opposite direction. It would be highly advisable for retail brands to seize this opportunity to slow down their rate of manufacture and refocus their attention to quality, design and longevity.

Slow fashion is the antidote, fashion brands must remove the ideals of fast paced, ever evolving clothing and instead focus their efforts on creating clothing we are proud to wear again and again. Clothing that lasts and has design attributes indicative of the creative industry. Henly in Pookulangara, Shepherd, Slow culture is a trend that has been seen before in the realms of food.

This is seen as a way of supporting ethically made food. As well as embracing lost ideals of community promoting the use of locally grown food and smaller businesses. It can be seen as an antidote to large corporations churning out unhealthy, bad quality foods and has boundless social and environmental benefits. This idea of slowing down production and a return to quality not quantity is precisely the ideals that fashion must adopt, in order to become more satisfying to us as consumers and indeed to slow down the damage of mass consumption.

I would recommend high street retailers viewing fashion in this more traditional way, in order to promote quality clothing and encourage consumers to spend more but buy less. We need to make deep social and ethical changes to how we view fashion as a vehicle for our individualism to stop it being lost.

Dissertation proposal on sustainable fashion

The ideals slow fashion promotes not only benefit and repair the environmental damage but also promotes a healthier relationship with clothing. The future of slower fashion encourages buying for longer periods of time, therefore purchases are seriously thought through. Second hand and hand-made clothing will see a resurgence encouraging true individualism with greatly reduced homogenized looks once again.

This backs up the idea of returning to a slower pace of consumption and manufacture and gaining more well-being from our clothes.

Hand crafted clothes from around the world are also popular. Suggested recommendations are slower lead times, clean supply chains and totally transparent goods. Consumers will begin to demand that they know exactly what the cost of their fashion entails, both economically and ethically. Consumers will become conscientious and generally will buy less by , Forum for the Future predict.

High street brands must now adapt themselves to these predictions. In order to take a strong standing point and compete with each other as leaders in sustainability, therefore appealing to this new breed of savvy, consciously aware consumer. Not only designers and manufacturers but retailers must also adapt to creating slow trends.

15 Ways to Be a Sustainable Fashion Brand (Without Stifling Creativity)

Interpreting high fashion into creative, durable and long wearing design led items. This is an idea that has seen a lot of popularity emerging in the market, as brands use it to differentiate themselves within an overcrowded sector. In terms of the modern era this is the way forward for brands,. As this clearly illustrates, projects not campaigns is an extremely effective way for brands to communicate openly with their consumer.

They are creating a bond in a landscape where information is key and encourage a deeper connection between consumer and brand. In terms of sustainability issues, brands can use this to communicate to their consumer that they are ethically and environmentally sound which is an ideal that as I have said before is growing in importance to consumers. In turn their consumers pledge to buy only what they need, repair what breaks, reuse what they no longer need and recycle everything else.

By using developing technologies they are at the forefront for the future of sustainable, accessible fashion. They achieve the same quality of product proving that solutions are at our fingertips. The key for retailers is to begin an open dialogue with their consumer about the origins of their clothing something that a project would enable. This will allow the buyer to make an informed and ethical decision about whether or not they need, or want to buy that item. The recommended route would be for retailers to adopt total transparency. If retailers were open about how, where and who manufactures their clothes, would we as consumers want to purchase that item?

The fact is we as consumers are not given the necessary information about where our clothes come from. If we were I am sure we would demand higher levels of quality both in clothing and ethics. For this reason I recommend that honesty labels and total transparency should be adopted, benefitting the consumer both socially and environmentally. This would force retailers to clean up their supply chains, to ensure that their clothes are ethically made.

Furthermore it would benefit the consumer. For instance, an item of clothing that was ethically made and said so on the label is more likely to appeal than one that is proven to be unethically made. Printing how many washes the item will last will encourage the consumer to make an informed decision that benefits themselves, the environment and slows down fashion. Fogg highlights in his behavioural model that there are three factors required to affect change: Motivation, ability and triggers. In my opinion the fast fashion dilemma contains all three.

The motivation for us to change is that we are damaging the environment via fast fashion, losing our individuality, being defined by our possessions and being left with poor quality, unsustainable clothing. The ability we have to change is that consumers are willing to alter their behaviour as seen in the case of food.

Technology and the media now have such a great influence over us that we need to use them to change and inform the negative effects of fast fashion both environmentally and on our health in particular as this is what provokes a response from consumers. The trigger for change in my opinion should be the brands themselves.

Dissertation Proposal On Sustainable Fashion

Brands have the power to adopt the ideals of slow fashion and produce more quality, long lasting products. By doing this consumers would be further encouraged to adapt their spending habits. Fashion should be about design, creativity and beauty and fast fashion has only made the process ugly and unmaintainable. To make use of vital social movements like slow culture as a lever for deep and lasting change in fashion.

Fletcher, Overall I would recommend fashion adapt itself now. These changes would create a new breed of consumer. It would incorporate the disposable income and love of fresh fashion ideas the younger consumer represents, alongside the ideals of treasuring clothes and creating connections to fashion that the mature consumer still maintains. This would inevitably address both the sustainable issues represented by fast fashion and enable the consumer to create a long lasting, meaningful identity through the communication of fashion.

Page 15 Landy, in Inci, Figure 1- Landy, M.

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Management Science. Fashioning Change Mission Statement. Fast Fashion. October The Sustainable Fashion Handbook. Eco-Chic: The Fashion Paradox. Cradle to Cradle. Remaking the Way We Make Things. The Only Way Forward. Organic Food and Drink UK GoodPurpose Executive Summary. Sustainable Clothing Plan.


Fashion Management with Marketing MA at De Montfort University

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