Figure 5
3.3 Social Unique outfits promoted by artists drawing consumer attention to certain brand and the social culture that surrounds them impact a customer’s fashion choices. Consumers are seeking workwear due to the return and renewal of the boardroom – based TV show with succession’s dressed characters (Edited, 2021). As shown in (figure 5), number of consumers purchasing workwear rose significantly. Shifting consumer demands expect brands to practice ethical practices , increase in importance given to sustainability, and creating a respectable work environment (Sate of fashion, 2021). Consumer and investors are rewarding brands that treat their workers with respect and have a ethical environment, and the relationships that emerge through these practices bring forth accountability and agility.
3.4 Environment Increased consumer awareness in oceans filling up with plastic, effects of fashion industry on landfill and its effects on the environment has forced brands to practice waste management. Bombshell Bay, Melbourne, has launced a swimwear line that uses recycled ocean plastics, and Byron uses Econyl yarn spun from nylon waste in their surfwear (Khandual, 2018). Conserve India, a New Delhi based ethical fashion manufacturer has so far transformed 12,000 tons of waste into wallets and belts which is sold at fair trade boutiques all over the world (Ashoka, 2017). The Label Aeon Row uses recycled yarn to create their line which reduces the environmnetal impact by keeping waste out of landfills by reusing recycled old clothes and revived fabrics in their designs (Khandual, 2018). Figure Page 124
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