Changing consumer consciousness in the sustainable fashion industry
Ronja Witterstein Course and Level, year BA Fashion marketing & communication Level 6, 2017-2018 6FAMK001C Major Project CWK2 Enric BayĂł , JosĂŠ Guerrero, Teresa Buhigas
Why sustainability in fashion?
Climate change
Food Insecurity
Air pollution
Resource Depletion
Animal Suering
FACTS 1. Fashion is one of the world’s largest polluting sectors 2. With increase of 2 degrees, a quarter on the earth could end in drought by 2050 3. Natural and non-renewable resources have an expiry date 4. Consumer are not aware of the production phase and its consequences regarding the environment
Water pollution
Habitat destruction
Human right abuses
In 2014 U.S. generated
16 million tons of textile and clothing waste
EPA, 2014
Landfill
64,5%
ONLY
16,2%
We don’t know enough about what happens with our clothes.
Survey
19%
120 participants
Germany Spain The Netherlands UK
Sustainable brands
81%
WHO
Conscious Consumer
WHY
Understand consumer what they desire
HOW
Google Forms, Facebook, Instagram
WHAT
15 question
60
Most relevant questions 1.What qualities are you looking for in fashion products? 2.How often do you purchase fashion? 3.Which brands do you consider sustainable? 4.Why/Why not buying sustainable products? 5.What is missing to raise awareness? 6.Other lifestyles involved?
Are consumers open for a change?
YES “Millennials are the most socially responsible generation that ever existed�
Europeans believe
88% Consumer demand transparency
protection of the environment is very important
#whomademyclothes Fashion revolution
87%
2017
2017
2017
2016
Is half responsibility of the citizens
61% Consumers are willing to pay 20%
more for high-quality sustainable products
2016
2015
2015 2015
2016
113k
150m
533m
Posts
Reach
Impressions
Reasons to buy sustainable fashion
102
+
-
Participants agree:
Participants agree:
Makes them feel good about themselves
109
High Price
91
Living a conscious and sustainable life
92
Availability
87
Timeless fashion
78
Too ethnic and colourful style
85
Better quality
72
Too simple design
Opportunity for sustainable brands
60 Style
Price
Country
Target
Vision
Engagement
Sustainable Brands High competition in aesthetic, design and brand identity Lack of communication and engagement
Same style Timeless
Low engagement
Trend Fashion
25
11 Urban
11
20
15
Brands under
Brands under
10k
50k
Follower
Follower
Similar target
Millennials 18-35 Activist
Ethicals
Core supporters
Integrators
Changing the industry
Annual loss of Landfill
USD 500 billion value of clothing MacArthur, 2018
Current Linear economy Take - make - dispose
Opportunity Circular economy Reuse - Redesign - Recycle
Fast Fashion
Solution
Trends
Innovation
Quantity rather Quality
Collaboration Sustainable Provide social and environmental benefits
Change now Design
Make it beautiful
Price
Brands
Availability
Engagement
Industry
Show transparency
Need to convince semi/non-ethicals
Access of information where to buy
Through emotional value
Open for a change
Sustainability as the new paradigm Current
Future
Highlighting product benefits
Major brands integrate sustainability
Small ethical brands full sustainable
New definition of Consumer conscious lifestyle
Thank you for listening
Ronja Witterstein