notes - changing fashion landscapes

Changing fashion landscapes

Ethics
-far reaching issue
-exploitive labour
-environmental damage
-chemical
-waste
-animal cruelty

Circular economy
-alternative to a traditional linear economy 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.

Sustainability

closed loop system-
-levis & H&M
Fashion brands slower to adopt closed loop
-primark
-luxury brands; farming animals fur, difficult to trace some supply chains, accountability for production.
impacts
-sustainability
-climate
-deplection of animal resources (animals, habitat, water)

Eco-fashion
-fashion sustainability
-people tree
-patagonia
-unmade: niche knitwear - consumer can produce their own product
-trade
-oxford hub batley; online vintage

Counterfeit goods
-luxury market
-countries & counterfeiting
-create 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 out consumer patterns
- who is responsible for increased consumption
- our understanding of product use and where product goes
- how our actions impact on others

Generation 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 shift, due to the complex nature of the cross generational experience of interacting with and identifying product.

Marketing methodologies
- brick and mortar type institutions; for example john lewis
- television
- loyalty cards / data collection
- long routes to identity and engaging customers

Marketing methodologies
online
- uses cross sectional marketing/ advertising 
- social media
- some terrestrial tv advertising (boohoo)
- poster / digital bill boards / taxi (boohoo)
- fast fashion social media cascade
highstreet retailers engaging the consumers
-both digitally and physically 
-online offers, lock ins

Generation X
- Physical shopping experience
-department stores
- high street brands
- brand loyalty, attach
- reflect on ones person