Sustainable Fashion and Conscious Consumer Thesis Presentation

Changing consumer consciousness in the sustainable fashion industry

Ronja Witterstein Course and Level, year BA Fashion marketing & communication Level 6, 2017-2018 6FAMK001C Major Project CWK2 Enric BayĂł , JosĂŠ Guerrero, Teresa Buhigas

Why sustainability in fashion?

Climate change

Food Insecurity

Air pollution

Resource Depletion

Animal Suering

FACTS 1. Fashion is one of the world’s largest polluting sectors 2. With increase of 2 degrees, a quarter on the earth could end in drought by 2050 3. Natural and non-renewable resources have an expiry date 4. Consumer are not aware of the production phase and its consequences regarding the environment

Water pollution

Habitat destruction

Human right abuses

In 2014 U.S. generated

16 million tons of textile and clothing waste

EPA, 2014

Landfill

64,5%

ONLY

16,2%

We don’t know enough about what happens with our clothes.

Survey

19%

120 participants

Germany Spain The Netherlands UK

Sustainable brands

81%

WHO

Conscious Consumer

WHY

Understand consumer what they desire

HOW

Google Forms, Facebook, Instagram

WHAT

15 question

60

Most relevant questions 1.What qualities are you looking for in fashion products?

2.How often do you purchase fashion?

3.Which brands do you consider sustainable?

4.Why/Why not buying sustainable products?

5.What is missing to raise awareness?

6.Other lifestyles involved?

Are consumers open for a change?

YES “Millennials are the most socially responsible generation that ever existed�

Europeans believe

88% Consumer demand transparency

protection of the environment is very important

#whomademyclothes Fashion revolution

87%

2017

2017

2017

2016

Is half responsibility of the citizens

61% Consumers are willing to pay 20%

more for high-quality sustainable products

2016

2015

2015 2015

2016

113k

150m

533m

Posts

Reach

Impressions

Reasons to buy sustainable fashion

102

+

-

Participants agree:

Participants agree:

Makes them feel good about themselves

109

High Price

91

Living a conscious and sustainable life

92

Availability

87

Timeless fashion

78

Too ethnic and colourful style

85

Better quality

72

Too simple design

Opportunity for sustainable brands

60 Style

Price

Country

Target

Vision

Engagement

Sustainable Brands High competition in aesthetic, design and brand identity Lack of communication and engagement

Same style Timeless

Low engagement

Trend Fashion

25

11 Urban

11

20

15

Brands under

Brands under

10k

50k

Follower

Follower

Similar target

Millennials 18-35 Activist

Ethicals

Core supporters

Integrators

Changing the industry

Annual loss of Landfill

USD 500 billion value of clothing MacArthur, 2018

Current Linear economy Take - make - dispose

Opportunity Circular economy Reuse - Redesign - Recycle

Fast Fashion

Solution

Trends

Innovation

Quantity rather Quality

Collaboration Sustainable Provide social and environmental benefits

Change now Design

Make it beautiful

Price

Brands

Availability

Engagement

Industry

Show transparency

Need to convince semi/non-ethicals

Access of information where to buy

Through emotional value

Open for a change

Sustainability as the new paradigm Current

Future

Highlighting product benefits

Major brands integrate sustainability

Small ethical brands full sustainable

New definition of Consumer conscious lifestyle

Thank you for listening

Ronja Witterstein