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Slow Fashion Presentation APRIL 2010
Transcript of Slow Fashion Presentation APRIL 2010
Tools Fashion System Slow Fashion Purpose &
Research Questions Methods Slow Fashion is a decelerated movement inspired by the Slow Food experience where the consumer assumes a new role of 'co-producer' in the supply chain. It aimes to meet fundamental human needs such as creativity, identity & participation while allowing for the earth's natural regeneration. Our goal is to strengthen the Slow Fashion movement by ensuring that is moving strategically towards sustainability. Why? How can a Strategic Sustainable Development (SSD) approach be used to strengthen Slow Fashion's strategic move towards sustainability?
RQ1: What does the FSSD reveal about the Slow Fashion movement and its move towards sustainability?
RQ2: How can Leverage Points be used to strengthen Slow Fashion's contribution to a sustainable society?
a) How is each Leverage Point being used by the movement?
b) What are the barriers or gaps preventing the success of each Leverage Point?
RQ3: Based on the above findings, what strategic recommendations can be made to the Slow Fashion movement?
Research Questions In need of a shared definition of Sustainability and a vision of success 12 Principles of Slow Fashion 1. See the Big Picture - Small Actions can make Big Changes Recognize that we are all interconnected to the larger environmental and social system. A small action taken by ‘one’ person in the industry can affect everything in unforeseen ways due to the vast interconnectedness of society to the environment. 2. Contribute to the Goal - A Sustainable Society The goal of the Slow Fashion movement is to contribute to the creation of a more sustainable society by utilizing the Slow Fashion principles. 3. Slow Down Consumption - Allow Earth's natural regeneration Slow down the use of raw materials by slowing down production to allow the earth’s regenerative capabilities to take place. This will alleviate pressure on the earth’s natural production cycles so the Slow Fashion industry can be in a healthy rhythm with the earth. Support and encourage ecological, social and cultural diversity, as diverisity reduces vulnerability to a variety of threats. 4. Support Diversity – Strength, Resilience and Beauty lie in diversity 5. Respect People –Treat others as you would like to be treated People worldwide, the environment and animals deserve equality and respect. It is also important to ensure that we do not interfere with people or animals’ health through our production and consumption cycles. 6. Acknowledge Human Needs – Help Society to be Happy Encourage people to meet fundamental human needs by offering fashion with emotional significance. Human needs that can be met by fashion are creativity, identity, understanding and participation. 7. Build Relationships to Collaborate and Co-Create Build trusting and lasting relationships to create a stronger industry. Take advantage of these relationships by encouraging dialogue, and communicating, educating, inspiring and motivating others to be aware of the importance of these connections. 8. Be Transparent – Share your Successes and your Challenges for the benefit of everyone Be open and share your successes and creative solutions to help others in the Slow Fashion movement. Be honest about your challenges and seek out for support. We are all in this together! Transparency is much more than supply chain transparency; it’s about doing business right in the first place and being honest where you are and where you want to go. Co-producers are part of your business so it is important to be transparent with them too. Use locally abundant materials when possible and try to support the development of local businesses and skills. Support human capital by encouraging skills development and educating co-producers to remake, repair and restyle garments so they will last longer. Think of dematerializing products and offering services instead. 10. Maintain Quality and Beauty – Quality Leads to Longevity 11. Be Profitable – Contribute to the economic strength of the industry Slow Fashion producers need to make profits, and increase their visibility in the market to stay in the game and be competitive. 12. Be conscious – Give Your Heart and Brain a chance Awareness is the first step towards responsibility. Give yourself the time to make informed decisions and take responsibility for them. Encourage conscious, reflective consumption by educating, training, and spreading awareness on the environmental and social impacts of fashion. 9. Be resourceful - Use local Resources and Skills Slow Fashion Label Create a garment label that is comprehensive of ecological and social criteria, throughout the entire life cycle of the garment, to:
distinguish Slow fashion in the market
add credibility to the movement
create co-producer awareness & trust Agenda 22 April, 2010
1. What is Slow Fashion?
2. Purpose & Research Questions
5. Leverage Points
6. Recommendations Slow Fashion | Tailoring a Strategic Industry Approach towards Sustainability What does sustainability mean to your business?
Sourcing Materials & Textiles
Brand & Retail
Community Development & Environmental Preservation
Industry Collaboration & Communication
Regulations & Codes of Conduct
Work towards enhancing craftsmanship to create high quality, beautiful and engaging garments that last the test of time. Using the most appropriate materials allow for functional, adaptable and timelessly designed garments. Slow Fashion Network Establish a Slow Fashion Global Network with focus on local relationships and global interconnectedness.
Encourages industry collaboration and transparency
Works as a virtual hub
Exists locally in each country
Educates industry on Sustainability and Slow Fashion Principles Co-create a vision for the future Leverage Points Recommendations Focus on changing parameteres by using standards, taxes and subsidies.
Easy point of intervention, but of little use for Slow Fashion, as it tends to impact more the larger fashion industry
For example, efficiency improvements have been made to textile & garment production processes (i.e. waste water)
Survey results: A barrier to sourcing local textiles is that mills require designers to purchase minimum quantities, making it too costly for small designers to purchase materials locally.
High leverage, as changing the rules of the sytem changes the behaviour of the whole system.
Rules of the system have already changed for Slow Fashion
Having stricter rules for the entire fashion industry would level the playing field for Slow Fashion (i.e. environmental regulations, retail prices)
“Eco” ,“Green” and “Ethical” buzzwords are constraints as they are not standardized Rules: Punishments and Constraints Here we look at the structure of material flows in the supply chain – from raw fibres, textiles & garments on the market, and the flow of materials sent back into the system for reuse and recycle by co-producer.
The industry is using local materials and upcycling recycled materials Ex.Goodone (UK)
Creating new, low environmental impact, supply chain structures.
Design travels – t-shirts don’t. Ex. Continental Clothing UK
Barriers: Low quality of recycled materials make upcycling more difficult. Scarcity of local textile recycling mills and a complex recycled textile supply structure Structure of the material flows Buffers Large material stocks that can stabilize the system relative to their flows.
The larger the stock, the more inflexible is the system.
In our research we consider cotton and sustainable materials as buffers.
- Slow Fashion designers are already creating demand for alternative materials (such as organic cotton, bamboo, hemp and others), reducing the stock of cotton.
-The main barrier is that those materials are very expensive if bought on a small scale, and moreover the technologies to process them are still under developed. Delays Delays are typical when trying to adjust the flows and stocks in a system.
Slow Fashion reduces the consumption of raw materials by reusing old garments and giving them a new life.
Encouraging “reflective consumption” creates a system delay
Barrier: There is delay for developing new technologies to process alternative raw fibres (i.e. hemp, bamboo) and natural dyes Self organization occurs through cooperation of all the system’s parts.
Players in the Slow Fashion supply chain are already getting connected on a global scale, supported by recently launched online hubs
Events and workshops are being organized to share information and build relationships
This occurs mainly in a few countries where sustainability issues are understood and where NGOs and governements work actively to spread awareness (UK and Canada)
The main barrier is that these initiatives, that would inspire and encourage others to act similarly, are not communicated to society at large The power to self organize the system Changing people’s behaviour by making information available that was unavailable before can create large changes for little effort.
This research looks at the flow of information 1) in the supply chain 2) between producers and co-producers
1) Virtual Hubs and other platforms are appearing with the purpose of creating a communication channel throughout the supply chain.
But, there is no unique platform, so information is dispersed and not easily available.
And, lack of reliable information on sustainability impacts of fibres/textiles for producers
2) There are many garment eco-labels to communicate sustainability information
Barriers: lack of consistency in eco-labelling schemes, "buzzwords" that confuse consumers, inadequate media coverage of Slow Fashion
Information Flows Actions are constantly reinforced, leading to the growth of the system.
With the goal of making Slow Fashion stronger, we need to make it known to society by increasing media coverage and marketing, leading to increased product availability.
As a result, more demand for Slow Fashion can lead to an increase in production and consumption, which is not what Slow Fashion aims to do.
Positive feedback loops should be strategically coupled with a balancing loop. In this case, increasing awareness campaigns for co-producers. Positive Feedback Loops Paradigm from which the system arises Paradigms are the accepted models of how ideas relate to one another and they are the source of the system. If Slow Fashion is the mindset of the system, then the system will arise or comply with the mindset.
The consumerism paradigm is very well spread in society and difficult to eradicate.
A change of paradigm in this case requires the goal and the rules of Slow Fashion to become mainstream.
Overall, the Slow Fashion system needs to strengthen.
Use to balance the system within safe limits by reducing its growth and its negative impacts.
Slow Fashion with all its business models acts as a balancing loop for the larger fashion system, counteracting its negative impacts.
Consumer awareness campaigns put pressure on the industry and reduce the demand for Fast Fashion.
Barriers: Low retail prices for Fast Fashion, codes of conduct that regulate wages and working conditions are voluntary, relaxed environmental regulations in developing countries. Negative Feedback Loops 8 12, 11, 10, 9, 8, 7, 6, 5, 4, 3, 2, 1 xxx Trancending Paradigms
A paradigm is a set of assumptions, concepts, values or practices that make up a way of viewing reality for a specific community that shares them. In all cases, this leverage point is the highest, as it means that one is unattached to a paradigm, as there are no true paradigms consistent from community to community. If no paradigm is precisely accurate, that you can choose whatever one will help to achieve your purpose, or choose none at all and stay unattached to constantly develop. 1 The goal sets the direction of the system.
No shared goal.
Growth is not the goal.
A variety of goals for different businesses have been brought forward. Goals of the system 3 We used the 3 prioritization questions to determine these. Fast Fashion Secondhand
Ethical Eco Haute Couture Society Slow Fashion Principles Establish a vision for the Slow Fashionmovement. This needs to be co-created among the designers, co-producers, and everyone that makes up the movement.
Help collectively contribute to a sustainable society