Fashion Final

current fashion systems- sustainable fashion

use high volumes of non renewable resources (including petroleum), extracted to produce clothes often used only for a short period of time

• nonrenewable

  • petroleum

• only used for short time

  • then incinerated

fashion materials

largely lost to landfill

• or incineration

environmental costs of garment production

• water pollution

• toxic chemicals

• creation of waste

• huge energy consumption

garment production

• one of world’s biggest/most labor intensive manufacturing industries

• 40 mil workers in world

• lowest paid in world

• over 90% can’t negotiate wages/conditions

sustainable fashion

no unified definition- currently an umbrella term for all potential directions

• clothing made ethically/environmentally friendly

• way brands create clothing w no negative impacts on the environment

• positive impact on people/communities associated w its activities

• protecting both enviornment & those producing garments

sustainable fashion types

• slow fashion (quality, longevity>fast paced trends/mass production)

• eco (sustainable materials, organic, fair wages, animal welfare, waste reduction)

• circular fashion (keep in circulation as long as possible)

• ethical fashion (fair wages, social responsibility, human rights)

elements key to sustainability (matrix)

• cutting emissions (co2)

• addressing overproduction

• ensuring fair wage of garment workers

• safe working conditions

greenwashing

marketing technique, implies brand uses vague, misleading, or false claims

to suggest its more eco-friendly than it is

• PR tool

green hushing

companies choosing not to disclose details of climate targets

• avoid scrutiny/allegations of greenwashing

circular economy

model of production and consumption, life cycle of products extended

• sharing

• leasing

• reuing

• repairing

• refurbishing

• recycling

existing materials/products as long as possible (not all recycling is the same)

upcycling

highest form of recycling/circular economy

• main goal

• turn into a new thing

downcycling

converting no longer usable materials/products into a new one of lower economic value

ethical fashion

production, working conditions, fair trade practices

• moral stance company takes

• ensure no human beings or animals hurt in manufacturing

slow fashion

opposite of fast fashion

• whole product lifecycle considered

• sharing/renting clothes

• high quality garments to increase longevity

circular fashion

off-shoot of circular economy

• materials/products in society used and circulated amongst ppl for as long as possible

• practices like recycling, upcycling, thrifting

eco fashion

clothing/goods made by non-harmful methods

(ex, using recycled materials, organic materials, etc.)

inspirational sustainable initiative examples

• Eileen fisher (circular economy)- green eileen recycling project, employee ownership of company, renew/second life program, waste no mar (turns damaged clothes into new designs)

• Patagonia (B-corp, resell, activism, corporate social responsibility, repair program/recycling)

Patagonia Case ex.

**best practice!!

• sustainable apparel coalition (failed but attempt to standardize sustainability assessment/reporting)

• accountability/circular strategy

• transparency (publishes supply chain)

• carbon footprint (wants nuetrality by 2025)

• product lifecycle (high quality, repair hubs, resell program)

• raw materials (less harmful, recyclable, invest in sustainable techniques/technology)

• activism (education campaigns, earth tax= 1% back to environmental nonprofits)

• social responsibility (fair trade programs, one of few that discloses worker wages)

2022: instead of selling, family/founder put all of profits (100mil/year) to combat climate change/protext undeveloped land across world

formulating a successful communication strategy

brand positioning: luxury v. mass

levels of communication: product, brand, corporate

communication objective: awareness, image, reputation

dream factor communication

(unique/specific to the fashion/luxury industry)

• creating a lifestyle

• product focus through visual communication

• creative directors as ambassadors

• heritage storytelling hype

role of creative directors

• now not just in design

• new goal is to becoe the communication strategy

• staying culturally relevant

• crucial now/modern day

• understanding cultural shifts/times

• showcases cultural relevance

• key role in translating cultural meaning into strategy

• from image maker to brand builder

• connects brand heritage to art, cinema, music, sport, youth culture

cultural relevance

move from product centric to meaning centric models

• builds long-term brand equity

  • added value urges consumer to keep choosing one brand over another

  • and pay higher price

• where brands engage collective identities and evolving values

• reduces dependence on paid visibility

• sustaining it required blancing heritage, innovation, societal engagement with leadership

  • esp. creative director

cultural adjacency

• contrast cultural relevance

• generates short term visibility but lacks durable meaning

whats required to sustain cultural relevance

balancing:

• heritage

• innovation

• societal engagement

with leadership

content creators vs. influencers

• dif bc of social movments

• more social issues emerging (sustainability, BLM, LGBTQ, body shaming)

• creators can be hired for values similar to those of brand

• content creators= creative focus, quality/creativity of content

• influencers= focused on sponsoring content, increasing follower base

considerations when choosing a talent:

• value match

• relationship building

• profile strength

• audience demographic

methodology of measurement in digital communication/marketing

performance monitored through dif sources/channels

each uses its own logic

(print, digital, social, influencer activities rely on separate tools/datasets)

challenges in digital performance measurement

• KPI (key performance indicator) varies by platform

  • ER (engagement rate)

  • reaction

  • sentiment analysis

  • voice echo

  • EMV (earned media value)

  • AVE (advertising value equivalency)

  • traffic

  • impressions

  • ROI (return on investment)

  • ROAS (return on ad spend)

  • MIV (media impact value

• diffcult to compare

• algorithms/visibility rules always changing (esp social media- alters what counts as “success”)

• each data provider applies dif. weighing systems & metric (numbers often incompatible criteria = brand struggles)

communication KPIs

new brand communication changes

• from image to video

• influencing to educating

• press/VIPs to consumers to customer engagement

• from ROI to ROE (captive conversations, conscious communication, innovating influence)