FINAL EXAM Flashcards
Environmental and social costs of garment production
The current fashion system uses high volumes of non-renewable resources, including petroleum, extracted to produce clothes that are often used only for a short period of time, after which the materials are largely lost to landfill or incineration. Garment production is also one of the world’s biggest and most labour intensive manufacturing industries
Sustainable development
development that allows us to meet our own needs without preventing the future generation from meeting theirs. It is about the triple bottom line (people, profit, planet)
Sustainability in the fashion industry
Sustainable fashion is a way in which brands create clothing that has no negative impacts on the environment and has a positive impact on the people and communities associated with its activities
Circular Economy (CE) and differences between upcycling, recycling, and downcycling
The circular economy is a model of production and consumption, which involves sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products as long as possible. In this way, the life cycle of products is extended.
Upcycling is converting discarded materials into equal or higher value products. Recycling is changing items considered as waste into new products to prevent waste of potentially useful materials and reduce the consumption of fresh raw materials. Downcycling is converting valuable products into low-value, raw materials.
Greenwashing and greenhushing and their risks
‘Greenwashing’ is a marketing technique which implies brands using vague, misleading or false claims to suggest it’s more eco-friendly than it actually is ( sustainability as a PR tool). A trend known as “green-hushing” is on the rise, with companies increasingly choosing not to disclose details of their climate targets in an attempt to avoid scrutiny and allegations of greenwashing
Sustainable apparel
Use of certified organic natural fibers (wool, cotton or linen). Use of highly renewable fibers (bamboo or soy). Use of low impact synthetic or recycled fibers. Use of non-toxic or reduced toxicity fiber processes and treatments. Use of low impact or natural dyes Design and color choices aimed at longevity rather than planned obsolescence. Fair Trade, ethical labor practices, elimination of child labor and other exploitation. Reduced energy use throughout the product life cycle. Minimal or environmentally appropriate packaging
Inspirational sustainable initiatives
There are many brands nowadays in the fashion industry that address the issue on sustainability using various approaches: through materials, design process, industrial processes, services such as repair, use of non-toxic or reduced toxicity fiber processes and treatments, low impact or natural dyes, supporting ethical labor practices, elimination of child labor and other exploitation, reduced energy use throughout the product life cycle, environmentally appropriate packaging, etc
What makes Patagonia a best practice
Patagonia is transparent and has published its supply chain publicly, and aims to hit carbon neutrality. Also focused on the product lifecycle and have products designed to be durable and multifunctional. They use raw and recycled materials and aim to only use renewable and recycled materials. Also are activists and take on social responsibility by supporting fair trade programs for workers.
Dream factor, concept and example
Dream factor is the ability of a brand or design to evoke a sense of desire, aspiration, and fantasy
Hermes, fairytale and playful dream
The ‘dream factor’ communication: importance of visual, advertising campaigns, as collections change every 6 months, the collaboration is sought with Art directors, even = catwalk, store openings, anniversaries; media = magazines (adv. And editorials) + Instagram; idols, KOL, and influencers; the designer’s role; videos are the way to create storytelling; collabs are a way to create cultural aggregation across the brand’s communities; constant experimentation on digital platforms. Chiara Ferragni: cake scandal, not all profits went to a good cause
Tone of voice and examples
skin care brands, friendly and informative, designer brands are conceptual and “come challenge me”
Media
Media = magazines (adv. and editorials) + Instagram
Characteristics of communication in the digital area
powerful stories, authentically imperfect, humanized AI, inclusive not woke
The role of influencers is changing, deinfluencing, content creators
Phenomenon of ‘deinfluencing’ is on the rise: highlighting products which are not good to use
Content creators and influencers are different because of social movements: more social issues emerge (sustainability, BLM, LGBTQ, bod shaming, etc.), creators can be hired for values similar to those of the brand, creative focus: content creators are focused on the quality and creativity of the content; influencers are focused on sponsoring content and increasing the follower base.
ROE and how it can be achieved
ROE - return of empathy: captive conversations, conscious communication, innovating influence
Brand communication yesterday vs. tomorrow
Brand communication is moving from image to experience, influencing to educating, press & VIPS to consumers, cross media to trans media, to wait and see to trial and error, and from the brand as a spokesperson to brand as a facilitator of communication
Change of retail landscape
Retail landscape has changed more in the past 5 years than in the last 50. The fundamentals of what a store is (its purpose and function) are in flux. This change is not driven only by economic, product or industry trends. Instead, it is shaped by new behaviours, needs and demands of the new generations of customers who value experience above, as well as the rapid advancement of the digital.
New retail
need to recognize new behaviors and reprioritize what shoppers want.
New generation of consumers
New generations of customers ( namely Millennials and Gen Z) have come to expect a seamless experience both on and offline for their shopping needs.
Consumer experience
Customer experience generally involves delivering value at their touch points when, where and how they need it.
Types of channels
Single channel: one distribution option, Multi channel: different channels, brand-focused, communication fragmented, Cross channel: several channels, same purchase, Omni channel: simultaneous use of all channels, integrated, unified communication
Omnichannel
Omnichannel is the combination of (traditional) retail and digital solutions that place the customer in front of more articulate shopping journeys that move brands to build immersive shopping experiences, involving, simultaneously, all touchpoints.
Omnichannel in fashion and luxury involves
bringing “high-end in store experience” into the digital space. Further it is about reinforcing and reinventing the offline experience through digital.
Characteristics that define omnichannel retail leaders
data-driven digital marketing combined with creativity & brand building, speed and reactivity (travelling at the speed of consumers!) and active control of data, tools and technology.
Virtual fashion opportunities
Major trends shaping the future of retail are: AI and GenAI, AR, Metaverse and Gaming,NFTs, Re-commerce, Retail Media Networks (RMNs), crypto-currency.
