caseyhudson-fashsustainabil-blog

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We are not saying to people on a low income you can’t buy cheap clothes. We are saying it is time that the cost should reflect the true cost of the minimum wage and decent working conditions and growing stuff without pesticides. It needs to be sustainable from top to bottom and we don’t think the true cost is a £5 dress. That price is not being paid by us, it is being paid by someone else and the environment.

Mary Creagh MP, chair of the parliamentary environmental audit committee, who has been investigating the fashion industry on sustainability

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FR SWOT Analysis 

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Memories > Materials

Going through his clothes, his belongings, his jewellery etc. you open the wardrobe doors and memories usher out. A video montage plays inside your head. You can’t escape Elvis playing over and over. You can even hear the crack in the vinyl playing. You can hear him. You can hear him singing. You pick out your favourite. The red chunky home knit he brought down for you to wear every winter when you were cold. The red chunky home knit he wore on Christmas 2009 when he drunkenly fell off the new Nintendo WII FIT- he never was one for technology. The red chunky home knit he wore when he knew you had a bad day and cut you a slice of your favourite cake. And then, you hold his sheepskin fighter piolet coat. The coat he wore when took you to the landmarks of your home city. The coat he wore when he drove past you and waved last winter. The coat he wore when he visited you before your trip to New York. Then next, you wear his Arabian gold pendant. It told you all his stories, the stories you heard a thousand times and never got bored of. You’re now wearing all these items. They’re layered up and way too big for you- he’s laughing, you’re laughing. And there he is, stood right next to you.

In memory of my Grandad. A man who owned little clothing, but who treasured each piece.

Don’t give into fast fashion. Create your identity, because you cannot create nostalgia from a £10 BooHoo dress you wore once or twice.

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Memories > Materials

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PESO

Mapping out the media landscapes of which Fashion Revolution cover I have discovered a they do not reach a full Omni channel. Their Paid media is basically non-existent. Owned media is heavy. It’s fast pace and includes an information overload. It is however, professional content. As for shared media, their social media again promotes a lot of newsworthy and factual content. A niche within my research was reached when researching Shared and Earned media; the ability to use grass roots influence and start using genuine, real, engaged endorsement. This does not mean paid celebrity endorsement, or paid brands to cooperate, but to engage with who is engaging with you.

In connection to my social media research audit, ‘you should take note of the likes, follows, retweets etc. Use your judgement and decide if this is high engagement based on the other content on the same platform,’ what is being tagged? what is being shared? From this, opportunities for audience interaction is brought to my attention. The likes, the tags, these individuals are interested, use them and educate further.

Searching the ‘tagged’ section on Fash Rev’s Instagram, there are many more posts than the original account itself. From members of grass roots sharing from veganism, to upcycling, to consumerism or just simply basic recycling. Yes. One individual literally did share a photo of herself putting her organised recycling bins out. We laugh, but we do thank you.

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MY TARGET FR AUDIENCE

The Millennials- the digital natives- they are my source of choosen target audience. Think grade C1, lower middle class, your jounier managers, adminestrative positions etc. I aim to inspire these individuals to have a voice and be a force for good for years to come, to carry on the education. Aiming at young adults, parents to be, to influence how they raise their children (the futureof our revolution) and the attitudes they enforce in them. As well as, the way they behave as a parent when buying for thier children and themselves.

Meet Summer, 27.  

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EXISTING FR AUDIENCE

I have captured an older member of Gen Z for this particular Buyers Profile. Fashion Revolution are very focused upon sustainablity- obviously. An older member of Gen Z is switched on enough to generate there own opinions and old enough to have the education of sustainability and news arrowned it. They are also, still hooked and sucked into social craze- veagnism, festivals, depop etc. Being drawn into the social craz can define its steryotypes, however for Gen z can be materialistic, some members controdict this matter, meet activist Hannah-Alice, 20. 

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Industry Pros reaction and opinion upon PR and endorsement used within ‘FYRE Festival’

Be Transparent

The original plan was to hold Fyre Festival on an island previously owned by Colombian drug lord Pablo Escobar. However, the organisers were only permitted to use it if they agreed not to mention the Escobar connection. They did, so they were booted off the island – but they did not tell ticket holders. This is one of the reasons there was no coming back from the PR disaster of its failure. Customers can forgive a lot if they are kept in the loop, but pull the wool over their eyes and you lose all trust.

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Technological Research 

AI/ Social networking/Convenience/online shopping/Trust(GDPR)/ Hashtag/ Apps/Robotics/Access/Modern

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Social Research

Social influence/Trending Tech/Statues/Lifestyle/Trending fads/Sharing/Posting/Activity/Avatar/Habits/Tribal/Culture/Demographic behaviour

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Econmical Research 

Globalisation/Tax Revenue/Loss of natural sources/Brexit/Incresed competition/Lowerprices for consumers/Increased exchange rates/Inflation/Supply chain/Cost of living.

‘Fashion’s luxury megabrands have long struck a delicate — and highly lucrative — balance between exclusivity and accessibility. But as digital media, globalisation and off-price retailing reshape the industry, are they in danger of losing the balance that made them so successful?‘

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Political Research

Global Trade/Brexit/Fast Fashion/Regulations/Human Rights Act/Leadership/Immigration/Gender Control

“¾ of materials are imported, after brexit this will become a struggle making fast fashion more accessesible”

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Creating a Circular Economy- Renting is the Future of Fashion

We are designing systems to reduce the waste modern society generates, by reusing and repurposing products.

In 2018 a surprising marketing video went viral in China. The film, fronted by a social media influencer called Jiang Chacha takes viewers on a tour, not of a trendy night spot or fashionable clothes store but an industrial-scale laundry operation.

The company behind the ad, Beijing start-up YCloset, isn't selling laundry services, however. Instead it will rent you the latest in women's fashions. The aim was to reassure them by showing the steam cleaners, the microscopes and the banks of washing machines they use to clean garments between loans.

At the end of the film Jiang Chacha is offered a glass of water that has been through the washing machine - implying it would be clean enough to drink.

YCloset, like other fashion rental companies springing up around the globe, believes once it's ironed out wrinkles such as anxieties over cleanliness, the idea of fashion rental is ready to go mainstream.

While it's always been possible to rent a tuxedo, a ball-gown or a fancy-dress costume, a prom dress, rental firms are now chasing the market for everyday wear. They argue the time is ripe for a Netflix or a Spotify of fashion, that could see us all renting clothes as a matter of course.

It's our love of buying new stuff, that has made fashion one of the most environmentally damaging industries, the need for a new dress every time you have a new occasion to attend is unhealthy. With sites like boohoo.com, and misguided making this very accessible with promotions offering “Dresses for £7.” Fast fashion has to be avoided. A shift to renting also implies a shift to products that are better made and longer wearing - another step towards a more sustainable fashion industry.

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From art to wear.

Mario Rivoli Overdone Jacket, 1973. Found objects, silk, cotton. Assembled.

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UPCYCLED FASHION FEATURES

In an interesting take on brand identity, Undone Clothing has created this unique jacket from thousands of size, care and company branding labels that have been removed from a variety of garments. The labels were carefully arranged and applied to an interfacing, then stitched to quilt the tags together into a unique “fabric” which was then fashioned into this amazing jacket.

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The negatives