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Sustainable Fashion

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karli williamson

on 15 February 2013

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Transcript of Sustainable Fashion

Group 2:
Rysa Gustafson
Andrew Paulsen
Karli Williamson
Yi Lu Sustainable Fashion Chapter 1: The Fashion of Sustainability

Chapter 2: Fashion, Social Marketing, and the Eco-Savvy Shopper What Does Sustainable Mean? “To be sustainable means that you take out of a system the same amount of energy as you put in, with no pollution or waste.” Pre-Industrial Era Sustainability was a must because:
-Long time to produce fabrics: only elite could participate fully in fashion

-saved fabrics, remodeled clothes, sold to secondhand market

-Fibers came only from nature: Labor intensive

-Textile production wasn’t evenly distributed around world: very limited

-Owned just a few sets of clothes: women altered dresses with fashion Why Now? Overconsumption of clothing is based on an old model and is not fashionable

People have the power to support with their purchases the growth of sustainable practices of retailers and manufacturers

Sustainable fashion can enhance the physical, emotional, and psychological well-being of people

People are the driving force behind sustainable choices Early Industrialization Devices were made to process fiber into fabrics Sustainable Process: one you can do forever without exhausting resources or fouling the environment Who has the power to create impact? Early Industrialization social marketing and good citizenship it is good to have for a company to hold corporate social responsibility as an attitude
company's mission and vision

consumers force companies to reassess and understand corporate social responsible as a part of its business culture
52% consumer will be more loyal to companies that are social responsible
38% are willing to pay extra for products from social responsible companies(U.S national marketing institute, 2007) social marketing and good citizenship example:
(GAP) Red
donate half of its profits to the Global Fund to fight AIDS, tuberculosis and malaria(Russell, 2006)
American Express, Apple, Converse etc. joined the RED campaign by donating a % of their profits from their particular products Brand names and Cause Marketing Business trend:
link brand names with social cause
Go Red for Women

Cause Marketing is created when a for-profit business and non-profit business join to create a marketing partnership to support a social cause
win-win-win proposition Companies must get involved with social issues for protecting its reputation(reported in Cone Coporate Citizenship Study, 2004)

8 in 10 Americans says that corporate support causes wins their trust
86% of American says they are likely to switch to a brand support a cause when the price and quality are equal
80% Americans can name a company that stands out in their mind as a strong corporate citizen brand names and cause marketing what can you do... be an eco-savvy fashion consumer:
bring idea of fashion sustainability and eco chic from fringe to mainstream
purchase products that come from renewable resources
actively supporting the reuse or recycling of product
ensuring that manufacturing processes are safe for human ecological health in all phases of the product life cycle As a consumer, what can we do??? Thank you!!!! War Affects on Fashion https://www.youtube.com/watch?feature=player_embedded&v=A9nDkoKpIys#! Civil war: Standardization of Men's sizes WWII:
-Send texiles for war materials
- Dior's New Look
- New Fashion changed Major Celebrity Supporting
Sustainable Fashion Manufactured Textiles Bono from U2 Brand EDUN Nylon Acyrlic Polyester Family-run factories in Africa & South Africa *becomes a problem for environment The ONE Campaign Postmodern Times Lyocell Planet Aid Nonprofit organization Recycling program Bins are placed in major U.S., Canadian, and UK cities Cotton Production 90% of cotton production involves the use of synthetic chemicals
Cotton production is heavily dependent upon pesticides and fertilizers
Health risks when using Pesticides EDUN on The Today Show http://www.polleverywhere.com/multiple_choice_polls/LTIwNDk5MTg5ODM http://www.polleverywhere.com/multiple_choice_polls/MzUwNTMzNTAz
Full transcript