NAME:
STUDENTID: Rose Forrester 20008140
COURSE:
Futures & Innovation
Luis Gomes da S va Antas Parada
“I, Rose Forrester certify that this is an or g nal piece of work I have acknowledged al sources and c tations No section of this report has been p agiarised ”
ExecutiveSummary
The fash on industry is undergoing a significant transformation driven by the macro trend of multi-species think ng, which emphasises the interconnectedness of human and non-human entities within ecologica systems. This paradigm shift challenges traditional anthropocentric approaches to design and production, advocating for a holistic understanding of fashion's impact on diverse species and ecosystems In this context, integrating new recyclable techno textiles presents an opportunity for brands like MaxMara to innovate sustainably whi e aligning with evolving consumer values that prioritise environmental stewardship
MaxMara, known for its classic yet contemporary designs has the potent al to leverage multi-species thinking in its brand innovation strategy By incorporating recyclable recyclable textiles materials engineered for durability and recyc ability such as hemp, MaxMara can reduce waste and resource consumption throughout its supply chain. Th s approach not only minimizes the environmental footprint but also positions the brand as a leader in sustainable fashion. The adoption of such materials aligns with increasing regulatory pressures and consumer demand for transparency and responsibility in sourcing practices
Furthermore embracing multi-species thinking enables MaxMara to engage with broader narratives around biodiversity and ecological preservation. By co laborating with designers who special se in sustainable pract ces or exploring partnersh ps with organisations focused on conservation efforts, MaxMara can enhance its brand image while contributing positive y to global sustainability goa s. Ultimately, implementing these innovative strategies will not only bolster MaxMara’s market position but also faci itate a more sustainable future within the fashion industry as a whole
Introduction to Macro Trend
The fashion ndustrys environmenta impact is undeniable Cloth ng consumpt on has skyrocketed with fast fashion dom nat ng the market - cheap, ow-qua ity products that encourage wasteful aesthetical y-dr ven behavior In fact g oba fash on production s expected to exceed 30 m l ion tonnes annual y due to the rise of fast fash on and overconsumption
(Chen & Burns 2006) A arming y 85% of al texti es end up n landfil s each year with over 60% made of p ast c (Geneva Env ronment Network, 2023 UNEP, 2019) Text e microfibers also account for an estimated 35% of ocean p astics (Sim 2023) Add tiona y, the fash on industry s responsible for 8% of globa greenhouse gas em ss ons making t one of the most environmenta ly damaging ndustries (UNECE, 2018).
These sobering statist cs have spurred new cha lenges and obstacles for the fash on industry. Sustainab ity has emerged as a key pr ority w th brands sett ng atta nab e goa s to work towards amb t ous sustainab ity targets through "atom c sustainab ity" - consistent incrementa efforts (WGSN 2023) Consumers are a so becoming more ecoconsc ous choos ng to buy from susta nab e brands As a result sustainab ity s now a core component of brand report ng systems Industry experts pred ct the deve opment of "multi-species think ng" as a major macro trend in the next 18-24 months, as the fashion industry grapples w th its mmense environmenta footpr nt (WGSN 2023)
Multi-species thinking may be defined as nnovative concepts that push people to start interact ng w th nature rather than taking from t by means of revo ut on sing current consumer behaviour and manufacturing pract ses n order to bu ld a susta nab e apparel product on process Companies shou d ideal y address the Triple Bottom Line Framework (Elk ngton 1994) a bus ness framework for susta nabi ty and soc al change that describes three bottom ines to be equal y respected - econom c prosperity through convent ona bus ness f nanc a success (profit), measured company performances around soc al respons b ity and ust ce (peop e) and business performances around environmenta respons b l ty and res iency (env ronmental qual ty)
Brands beg n to pr orit se env ronmental preservation by experimenting with new sustainab e materia s and fabr cs sourced ocal y and ethical y n order to rep en sh the resources that were prev ous y depleted Manufacturers wi aim to reduce their current impact and erase the r past impr nt as they transition from ‘ an extractive to a regenerat ve ’ (WGSN 2023) approach n order to act vely mprove the industrys ecolog cal ramifications The concept of ‘remed at on ' (Gw lt & R ssanen 2011) s exp ored as key regenerat ve designs are being proposed in product innovation, notab y with astound ng new technology in modern mater als fabr cs and texti es closing the gap between the rea ms of art des gn engineer ng and sc ence, prov d ng greater poss b l ties to bui d fash ons sustainable future
Multi-species thinking
From Maslows Hierarchy of Needs
fashion is an essent a physiologica functional need to protect from weather self-actua ization
From Maslows Hierarchy of Needs
fashion is a so self-actualisat on as their image, money and social statues is guided by their shopping and the feeling of happ ness it gives.
Consumers are made more and more aware of the consequences of their consumption.
Technology brands are starting to integrate recycling methods by offering the possibilty for reconditioned items as well as rentng
Electric cars are now required as non-electric cars are soon going to be banned to reduce pollution
Retail products are being made with recycled materias
A revolution in excessive consumption hab ts required from consumers as they are not only audience but also produces, col aborates and disseminates fashion and its hedon sitic values of fast fashion (Carvaha , 2016)
Consume less which may affect consumer ’ s selfactualization needs of ‘I buy so I am ’ (Muthu, 2019) to purchase a capsule wardrobe
Slow fashion movement seeking to promote sustainable innovations, mu tifunctiona and timeless designs; reuse of texti e materials with and services based on alternative strategies, such as renting/ easing outf ts and accessories and pre- oved fashion on the rise.
Recyclable Techno Textiles
Corporate Social Responsability
Brands are actually merging and changing for sustainable a ternat ves for a better ecofuture
Environmental soc etal awareness of the distrastous effects of every ma or industry and specifically of the fashion industry
` Cost of living crisis forces brands to adapt to the major inf ation that consumers are ncuring.
Customers expect to see efforts and transparency from brands on their change for environmental conservation
A major point in the fash on industry is unsustainable demand which fast fash on caters to consumers as they release capsule wardrobe every season, fulfi ling consumers with happiness and confidence,
“80% of the people interrogated said that are more w lling to buy a product with a sustainability label on the package” th s concern about sustainable s strong among the new generations such as Generation Z and Mi lennials” (Muthu, 2019)
Trend Timeline
ApologyofConsumerism
The adven o fas fashon re a ng o consume s was hgh ghted by the ar va o abes ke as Zara P ma k and H&M whch coped hau e-cou u e runway ooks excep ona y swf y on the marke and a compet ve ow p ces ONe 2020) As a d ec esut of he as fashon busness mode hs represents a sgn cant sh n he st ucture and organsa on o he fashon ndus ry To de ve nnovatve on-t end ow-cos ashon goods he as ashon app oach depends on ow-cos ow-qua ty ma e as and an ava abe a fordabe abour force N nmak 2013) The 1990s possby sgna he begnnng o he cu ren ou moded and unsus anabe yet mmensey success u fashon sys em 1950
Fo owng Wo d Wa economc p osper y and a cor espondng sh t n thoughts and be e s produced a per ec c mate n ndust a sed count es o ma e a s c consume sm The ndus ra mechansms ha enabed mass p oducton n he a e nne een h century and whch were bostered by the need to p oduce hngs qucky for he wa ef o t were now epu posed o sats y eve -nc easng consume expec a ons Technoogca advancements ed n he mechansa on of tex e m s and garmen manu ac u ng n order o mp ove outpu and owe product costs W h he se o hau e cou ure co ec ons and desgne s the ashon ndus ry ac vey pushed consume sm
CountercultureMovement
The hppe movement whch emphassed oca y farmed and handcraf ed goods was he rs o brng sus anabe ashon nto popuar cu u e Hppes used secondhand co hng as a knd o protes aganst he mass-p oducton cu u e hat had domna ed Amerca and Eu ope snce he 1950s Hppe d ess was a pro es o soca no ms such as mass consume sm ma e a sm and cap a sm Padovan & Wh ake 2017) Fashon a e ed n reacton o subcu u a rends whch sgn ed he se of casua co hng and expanded ndvdua f eedom o choce (Payne 202 ashon became mo e democratc and accessbe as g ew ess dependent on ones economc s andng (Crane 2000)
CircularEconomyinFashion
E en McAr hu Foundaton popuarsed the dea of crcua economy n 2010 by par nerng wth ashon e a gants to acceerate the rans on f om a hrowaway economy o a crcua one The Founda on add ona y aunched he G een Carpe Cha enge a sus anb ty n a ve or desgners and ceebr es to d ess n eco- rendy fashon E en Macar hu Founda on 20 7
n 201 the SAC deveops he Hgg ndex an ndca o -based oo o gauge an ndus rys env onmenta sus anab y per o mance o companes and consume s n he same yea the UN forms he A ance o Sustanabe Fashon n order o form coo dna ed ac ons o ha he env onmen a y and soca y dest uctve p ac ces of he fashon ndus ry The rs ethca ashon ce t ca on abe the Fa Trade Cer fed abe s crea ed
AwarenessofFash onIndustry sEco- mpact
The s nterna ona s andard for ext e p ocessng Goba O ganc Text e Standa d GOTS was c eated o ensure the hghest qua ty and sa e y o o ganc fbres to consumers n 2007 w h he popuar y o he erm sow- ashon n roduced by Professor Kate Fescher rom UALs Cent e o Sustanabe Fashon - whch promo es consumng baance du ab y and ong- e m qua ty produc s for be ter vng n 2009 he Sus anabe Appa e Coa on SAC) markng he yea of a goba a ance w h mo e han 280 goba e a e s n 36 count es o educe envronmen a harm
IntroductionofFastFash on EmergenceofEnvironmenta ism
n an a temp to p omote and regua e eco-responsbe ac ons taken by companes f om the fashon ndust y df eren o gansa ons we e c ea ed n he ea y 2000s The Goba Repor ng ntatve (GR ) was founded as a non-p o mutna ona organsa on w h a msson o enabe o gansa ons to be ruthfu and make decsons ha bene soce y he env onmen and he economy (2018) dacavage) Ther GR S andards se ve as a gude or deveopng sustanab y repo ng prncpes resu ng n mo e un orm and e cen repor s
2020 was a yea of reveaton and awakenng wthn he ashon ndust y w h many akng ntatve and se tng he stage o sgnfcan change desp e a cha engng year The pandemc has shf ed consumer shoppng hab s no ony w h on ne shoppng bu addtona y on consumng ess an Accen ure s udy sugges ed ha ethca and sus anabe consump on are he p ma y conce n o he mao y o shoppers gong forwa d and second-hand shoppng has become he new no ma Capone 2020 The Crcu a Fashon System Comm ments has eached most o ts goas w h consumers becomng nc easny eco-conscous and demandng brands o ranspa ency Mao re a ers such as Addas and H&M managed to surpass ther expec a ons Addas acheved to use 50% o recyced pas c waste and 100% sus anabe cot on n s p oduc s and H&M acheved o make a ther p ocessng unts 9993% ree o haza dous chemcas Bauck 2019
Sustanabe ashon s oday he mos deba ed topc and an unde gong compe on wordwde sus anab y s makng a radca change n he fast ashon ndust y and a revou onary move o reduce soce ys obsesson w h reentess consumpton Khandua 2019 F om crcuar economy p actces o e hca suppy chans and nnova ve materas s no ony a rend bu a need ha s emb aced Dg a produc s are now ava abe to hep consume s have mo e car y on he favou es b and suppy chan w h he app ca on TrusTrace - a eadng pa o m for suppy chan raceab y and comp ance - aso p edc s how ashon w change hs yea and how o shop more responsby Add ona y as pa t o new egsa on he EU Dg a P oduct Passpor DPP w hep consume s unders and and t ack he env onmen a mpact o he pu chases o cng b ands to take responsb y o measurng he mpac o he produc s Davs 2023 Fna y 2023 has aso seen he f s ever Sus anabe Fashon Show ceebra ng eve ythng p eoved secondhand handed-down rewo ked and rewo n (SFW 2023)
There are a eady a numbe of b ands ha are serousy addressng the ssue o the c cuar economy Henke 2023 The ca bon oo p n of produc s and companes to achevng c mate neu ra y w be equ ed by aw - o even bet ec ma e pos v y Sus anab y and dgtsaton w be he wo man ac o s tha w n uence and de e mne fu u e fashon t ends They w be mpossbe or any b and or shop o avod Dgtzaton and sustanab ty a e no mu ua y excusve Dg a p ocedures are he ony way o mpemen many sus anabe companes WGSN 2023
D stinctChanges ntheFash onIndustry
Trend Drivers Evidence in Culture
Every sector is affected by cultura inf uences based on soc oeconomic forces soc etal sh fts n ideas and env ronmental va ues, which must continual y adjust to the constant f ow of change Macro trends are bigger deeper phenomena that have a broad effect across a l sectors - it is critica to have a wor dw de awareness of a l diverse and separate enterprises n order to gather inspiration and compet t ve nformation to eff c ently support a spec fic business's future growth Furthermore trends n consumer requ rements and behaviour are mu t discip inary and ntrins cal y connected hence recogn sing ts globa relevance is vita to designing and executing effect ve new nnovation concepts and tactics
TrendEvidenceinCulture
SustainableDesignTechniques
Upcycling Recycling Reconstruction Zero-Waste
SustainableDesignTechniques(Author,2023)
Sustainable design techniques and methods already exist in the fashion industry and have shown great success Socia networks have drastica ly changed the way we consume above all, fashion. Consumers have becomes true cocreators and play a key role in fashion companies Socia media serves as a tool to measure a trend’s successfu ly adopted imp antation or not, in addition to making possib e to making possible the percept on of va ue of the product to the user (Wolny and Muel er 2013).
Companies that are prepared to detect and manage consumers that influence others, streghthening their pos tion among them and measuring their engagement will have a major advantage over their competition The social cha lenges of companies are also fundamental in spreading brand sustainable actions, as H&M did which invo ved influencers to share in their blogs the Conscious Executive collection, made entire y of sustainable raw materials..
Sustainable brands such as Stella McCartney show the path for other brands to adopt sustainability for all co lections;
Sustainability is being adopted In every sector and industry for example in retail with packaging and products made out of recyc ed waste, transportation w th e ectric cars, finance with most banks online, architecture with using new innovative technical materia s for a better future; EmmaWatson’sMetGalaupcycleddressmadefromplastic bottles(Karmal,2024)
Eco-frendlyfoodpackaging(Keeo,2021)
Teslaelectriccar(Jamieson,2023)
ShanghaiTowermadewith73renewablesources (Xiangning,2015)
PrimaryResearch:ConsumerInterviews
Methodology
n order to acqu re vauabe and reaist c nsight nto the motives consumers have for purchas ng sustainabe fash on These nterv ews are cr t cal for understand ng customer needs and mot vations particuary among Gen Z consumers The partic pants were selected specifica y for the r active nterest in fashion to understand their concerns and thoughts on sustainable fash on by assessing numerous socia media apps such as Instagram Reddit and blogs (v a commun ties forums and fashion brands fo owers)
The nterviewees were asked questions on their fashion consumpt on their most mportant factors when purchasing from a brand as wel as the r interest in sustainable fash on (Append x 1) The nterv ews were conducted by video cal and recorded fo ow ng the interv ewees consent to be a part of a report around susta nabe fashion and consumer behaviour about eth cal consumption n the future for educat ona purposes only
Interview 1
“I usualy put my budget f rst when buy new cothes.”
What smost mportantforyouwhenbuyingnewclothes?
“” usua y put my budget first as a student espec aly v ng n London with the cost of cris s dont have disposable ncome to spend on fancy cothing brands ony buy from fast fashion retaiers with affordabe pr ces or order from pre-loved websites such as Depop; V nted etc ”
Issustainabi ityamajorconcerninyourchoiceoffashionbrand?
“I buy pre-loved coth ng so n a sense I am aready part c pat ng n mak ng more sustainable cho ces n terms of fash on woud say yes its better f its eco-friendly”
Wouldyouspendmoreonluxuriousrecyclablegarments?
“Susta nab ity s a concern as a gen-Z indiv dua environment is a big concern but as a student I cont nue us ng Depop as my ma n clothing brand. I cannot afford to buy from ecoconsc ous, brands as they are far more expens ve ”
“My contribut on to susta nabe fashion s through my capsue wardrobe”
Whatismostimportantforyouwhenbuyingnewclothes?
"The most mportant factor for me is the h story of the brand ts her tage the qua ty of the mater as My favour te brands would be COS and Mass mo Dutt for the quaity and cut Although they are fast fash on brands I do reguary buy new p eces ” ,
Issustainabi ityama orconcerninyourchoiceoffashionbrand?
guess my contribution to susta nabe fash on is through my capsue wardrobe I woud rather have t meess p eces because I can wear them over and over aga n and they w never go out of stye Aso t reduces my consumpt on as I mostly invest n h gh-quaity pieces for the r durab ty "
Wouldyouspendmoreonluxuriousrecyclablegarments?
woud be very nterested as have seen brand renting but not a ot of sustainabe uxury fash on brands woud then prefer to buy susta nabe brands nstead of fast fash on brands f the pricing s reasonable.
Interview2
ConsumerPenPortrait
A ice s a 28-year-o d Media & Commun cat on graduate iv ng in a shared 4-bedroom f at with three other students n Wemb ey London (Eng and) She is amb t ous and career-dr ven wh ch ed her to re ocate from Kent to London n search of better chances She is very fam y-or ented and frequent y returns home on weekends to see them
She works part-time at Superdrug three days a week earn ng a m nimum pay of £1 000 per month to cover her rent uti t es food and any extras. She s qu te active on socia med a p atforms such as T kTok Pinterest and nstagram where she shares her ove of fash on w th her fo lowers through hau s and try-on videos She l kes reading, cyc ing cooking bak ng, and go ng on n ghts out with her friends She spends much of her time at green spaces art gal er es museums, cafés and sma l concerts
She s acute y aware of and concerned about the effects of c imate change and human activity on the env ronment and she s an outspoken advocate for an ma r ghts She attempts to ve an env ronmental y respons b e l festyle by eating a f exitar an diet, recyc ing her garbage and decreasing her p astic consumpt on with other a ternat ves
Her budget has been drast ca y reduced s nce her rent and bi s have doub ed due to the cost-of- ving pressure therefore her ma n mot vations for buy ng are affordabi ty and cheap pric ng She typ ca y purchases at Lid or A d wh ch provide the most affordab e food and home tems Her fash on purchas ng habits are determ ned by her f nanc al situation, and are typica ast She favour ses thr f tng as it the most affordab e and susta nab e opt on Al ce consume from fast fash on brands such as COS Zara as they provide ow-cost good qual ty garments.
She also en oys on ine thr fiting through apps such as Ebay Vinted Finds and Depop or v ntage shopp ng
OBSERVATION
In contrast to trad t onal l near mode s of product on and consumpt on which often priorit ze econom c effic ency over env ronmental susta nabi ity the Cu tural Triangulation Model advocates for a ho ist c approach. It recogn zes that cu tura va ues s gn f cant y shape econom c dec s ons for instance soc et es w th a strong emphas s on sustainab lity may exhibit higher rates of garment recyc ing Conversely, cultures that priorit ze fast fash on may res st adopting recyclable alternat ves due to entrenched consumer habits Thus, this mode underscores the necessity of integrat ng cultural educat on into recyc ing programs to foster more susta nable behaviors among consumers
CulturalTriangulationModel
INTERROGATION
s th s an industry need ?
How wi l consumers react to chang ng their hab ts ?
How wi l this he p meet new consumers ’ needs ?
Wou d consumers adapt to a new ways of consum ng ?
How wi l this nnovate the fash on industry ?
Are consumers searching for different approaches to cloth ng ?
INTUITION
Th s mode emphas zes the interconnectedness of these three domains positing that effect ve recyc ing practices cannot be fu ly rea ized without addressing cu tura attitudes towards cloth ng consumpt on and waste By exam n ng consumer behav or through th s lens one can dentify how cultural percept ons inf uence both the demand for recyclable garments and the efficacy of recyc ing initiatives
AnalysisofMacroTrendApplication
Our common future the comm ss on set the out ine and g ves the def n tion of sustainab e development as a k nd of development that ‘satisfies the needs without adverse y affecting the abi ity of future generation to sat sfy the r needs (B net 2019) This concept has been popularised of three d mensions connected to each other s that wi l become later, susta nable deve opment Environment, Society and Economy This macro trend can be explained as a susta nable mpact on the market as t wi l change the industry product on techniques in order to fu f l consumers new needs
Fast fashion c ients were and sti l stay focusing on mater a ist c values The r I age, money and social statuses are drivers which guide their l fe They reach this fee ing of happiness through shopping Mas ow ’ s Hierarchy of Needs fulfi ls every need for consu mers It appears that susta nabil ty became the strategy used to by the big fash on retai ers (eg H&M), to some extent it could be perceived as a tactic to attract more customers and increase consumer sm wh ch fal s in greenwash ng activities but it seem that t cou d be the strategy for education present and future generat ons toward a sustainabi ity consumer trend that w l address economic, social and environmenta sustainab e at a l evels and at the same t me, because these are complementary and const tute the ,mainstay of the wel funct on ng of a susta nable system.
Se factual sat on Esteem Needs
Physio og ca Needs Safety Needs Belonging & Love
‘I buy so I am ‘I feel confident about myself through c othing’ Fee ing of belonging to a community, fami y and fr ends I’m safe aga nst weather changes
ety expects us to be c othed
POLITICAL
Overa he Br t sh governmen s stab e and sa e
Russ as nvas on of Uk aine n February 2022 caused wor dw de urmo w h energy pr ces skyrocke ing and European goods pr ces ncreas ng
Brex t has an nf uence on he Un ed K ngdoms goods exports wh ch are he owest among G7 na ons (Rome 2023)
Post-Brex t m grat on regu a ons exp a n he Un ed K ngdoms manpowe d f icu t es w h a short a o mo e han 300 000 workers" (F nanc a T mes 2023
ncreas ng nvestment n esearch and deve opment because he UK requ res greater nnovat on o be the "best ong-term dr ve of growth" Thomas & Parker 2023
Var ous cr t ca pub c sec o workers protest for g eater pay NHS TFL Roya Ma nat ona educat on esu t ng n he gove nment n t at ng ega ac on aga ns hem (Nev e 2023
The na ona government s d strus ed by near y ha f of the B t sh pub c 49%
PESTLE Analysis
ECONOMICAL
The presen recess on s exp a ned by a cost-of- ving ssue as n la on soa s beyond 10 1% the h ghest eve n the Un ted K ngdom n 45 years
W th reta pr ces and energy b s r s ng by 19 2% n he Un ted K ngdom consumers shopp ng hab ts have sh fted as hey avo d unnecessa y purchases and choose to save money G es & S rauss 2023)
As a d rect resu t of the COV D-19 ep demic Br ain saw a drop n emp oymen resu ng n "econom c nact v ty "
Brex t deva ued the Br t sh pound mak ng the Un ted K ngdom a more cost-e fect ve ocat on for emp oyment enhanc ng the per ormance of Br t sh serv ces (Foster 2023)
Appare re a sa es fe 0 9% n Ma ch as peop e fe t the e fects of the econom c cr sis and sh fted the r pr or es Moso ova 2023)
On ne reta growth drops by 8 7% overa n May 2022 (Rydzek 2022
SOCIAL
The present recess on s exp a ned by a cos -o - v ng ssue as nf at on soars beyond 10
h ghest eve n he Un ted K ngdom
SOCIAL
W th reta pr ces and energy b s r s ng by 19 2% n the Un ted K ngdom consumers shopping hab ts have sh fted as they avo d unnecessary purchases and choose to save money (G es & Strauss 2023)
As a di ec resu of the COVID-19 ep dem c Br ta n saw a drop n emp oyment resu t ng n econom c nact v ty
Brex t deva ued the Br t sh pound mak ng the Un ted Kingdom a more cos -effect ve ocat on for emp oyment enhanc ng the pe formance of Br ish se v ces Fos e 2023)
Appare reta sa es e 0 9% n March as peop e fe t the effects of the econom c cr s s and sh f ed hei pr or t es (Moso ova 2023
On ne re ai grow h drops by 8 7% overa n May 2022 Rydzek 2022)
TECHNOLOGICAL
The COVID-19 ep dem c compe ed adopt on and improved usage of techno ogy as effec ive subst tutes for in-person de very part cu ar y on ine commun cat on too s for bus ness and education
Increased Commun cat on Thanks to techno ogy nteract ng wi h peop e wor dwide s now s mp er than ever as socia med a and text ng app cat ons have grown n popu arity
Access to n ormat on The internet has enab ed people to search for and find information on a most any sub ect Furthermore techno ogy has enab ed peop e to gain access to educat on and ra n ng regard ess of where they ve
For nstance worr es about the poss b e harm that automat on and art f c a nte gence (A ) cou d do to emp oyment and the economy are becom ng more and more preva ent Concerns ex s over soc a medias ef ects on menta hea th and we being as we especia y n re at on to youth
From Apr 1 2022 a Br t sh f rms ob ged to pay Corpora ion Tax w have the r evy r se from 19% to 25% by 2023 Thomas 2023)
Beg nn ng n 2022 bus nesses hat use p ast c packag ng that conta ns ess than 30% recyc ed p ast c must pay a P as ic Packaging Tax o £200 per metr c tonne of p ast c packag ng Duckworth 2022)
H gher taxes boost the Un ted Kingdoms GDP wh ch s expected to reach ts greatest eve s nce Wor d War n 2023
Wages have been quick y r s ng n a ndustr es fo owing s r kes by emp oyees seek ng be ter pay n order to beat o at east match recent n at on Cu bertson 2023) as the na iona m n mum wage c mbed rom £9 50 per hour o £10 42 per hour Bu bu 2023) Howeve the expense of v ng s grow ng faster than h s
n order to mprove the countrys fa ng reta sa es Br t sh f nance m n ster Kwas Kwarteng re ntroduces tax-free shopp ng or outs de tou ists n 2022 (Reu e s 2022
ENV
Construct on of the arges so ar p an n the Un ted K ngdom Pro ect Fortress in Kent s expec ed to supp y renewab e ene gy or more than 100 000 houses (Pimmer 2023
The Br t sh government has estab shed a number of env ronmenta goa s for the next years n order to comba the worst effects of c mate change The 25 Year Env ronment P an estab shes the amb ous env ronmenta goa s that the governmen hopes o atta n by cont nuous ecoconsc ous act v es by compan es and ind v dua s (DEFRA 2018)
C mate change and envi onmenta po ut on have a subs ant a nf uence on both phys ca and menta hea th w th the Wor d Hea th Organ sat on (WHO est mat ng that these va iab es contr bu e around 14% of the tota burden o ness n the Un ted K ngdom WHO 2009)
nequa t es n env ronmenta qua i y and access b ty a contr bute to hea th d spa i es wh ch could save the NHS more than £2 b on n trea ment cos s i everyone n Eng and had equ ab e access to h gh-qual y green space GOV UK 2022)
The Env ronment Act wh ch became egis at on n 2021 prov des mproved env ronmenta pro ect on and a ms such as improv ng ai qua ty decreas ng waste prov d ng c ean water reduc ng de o estat on and conse v ng b od vers ty (C entEar h 2022)
SWOTAnalysis
STRENGHTS
The weaknesses associated with multi-species thnking can be ths perspectve may face resistance from traditional conservaton models that prioritise human-centrc approaches. Additionally the complexity involved in understanding interspecies relationships can complcate polcy implementation and publc engagement Such chalenges necesstate robust educational intatves to cultivate awareness and apprecation for multi-speces dynamcs among broader audiences
The opportunities presented by ths trend are significant As global environmental concerns escalate due to climate change and habitat loss, adopting mut-species thinkng can lead to innovative soutons that enhance ecosystem resiience Furthermore, interdiscplnary colaboration across fields such as anthropology ecoogy, and socioogy can yeld new nsights into human-nature interactions that benefit both peope and wildlife.
hreats posed by ths macro trend include potential backlash from industries reliant on exploitative practices or those resistant to reguatory changes aimed at protecting biodiversty. Additonaly misinformation regarding ecologca interdependence could undermne publc support for multi-speces initiatives. Thus it is mperative for advocates of mut-species thinkng to engage in transparent communicaton strategies that effectivey convey its benefits while mitigating misconceptions.
BestPractice
Patagonia an outdoor apparel company, stands as a paragon of best practices in utlzing recyclable garments. By priortizng sustainability in its production processes and promoting a crcuar economy model, Patagonia not only minmzes waste but also inspires other companes to adopt similar strategies One of the most compeling aspects of Patagonias approach is its commitment to using recyced materals n ts products (Patagonia, 2024) The company sources pastic bottles and discarded fishing nets to create hgh-quality fabrics for their clothing lnes. Ths innovative use of recyclable garments signfcanty reduces the demand for virgn materias, thereby conserving natura resources and decreasing landfl waste. Accordng to Patagonias own reports, the use of recycled poyester has prevented mlions of plastic bottes from ending up in andfils each year. Furthermore Patagonia actvely encourages consumers to participate in their recycing initatives through programs such as Worn Wear. This nitiative allows customers to repar and trade-n used garments instead of discarding them. By fostering a culture of reuse and repair Patagonia not only extends the ifecyce of their products but aso educates consumers on responsble consumption habts. This holstic approach postons Patagona not merely as a retaier but as an advocate for environmenta stewardship. In concusion Patagonia exemplfes best practices in utilizng recyclable garments through nnovative materia sourcng and consumer engagement intatves As the fashion industry grapples with its ecological footprint adoptng simiar sustainable strategies can pave the way for more environmentaly responsble practces across the sector
InnovationRationale
A sustainabe fast fashon requires a system where demand s also sustanable, and such a structure relies on changng both consumers behavours and some perceptua schemes of the fashon ndustry A new movement is needed to estabish a sustainable trend a movement that consists on spreading a new consumer trend promoting fuly sustanable clothes Consumer trends track more than simply what people buy and how much they spend; "data colected on trends may also incude nformaton such as how consumers use a product and how they communicate about a brand with their social network" (Muthu S.S., 2019). Therefore, marketing a sustainabe consumer trend can address the chalenge of high demand and need for ong-lasting and recycabe clothes which could be emphasised for example through a sweet spot blending the need for sustanable brands the use of nnovatons and drvers of changeand sxsteps for innovation cycle
Consumer’ Needs Shift
Consumers are ncreasingly becomng agents of change as they are aware and more knoweadgabe of the ndustry's ongoing overexpotation of natura resources and the descructon of the envrionement making them question their purchase They are social entrepreneurs who nvest not only in a transformation of the fashion industry but in the welfare of society and the planet n order to pair their passion for stye wth positive ong-term change The Puse of the Fashon ndustry (2019) shows shoppers are ncreasingly nterested in fashon brands eco-friendy efforts with 75% of consumers indicatng they view sustainab ity as either extremey or very important to them
The industry adapts to the consumers needs and desires as wel as the socioeconomic externa factors impacting t This sgnficant shft n consumers vaues mpacts ts behaviour and therefore purchasing decision making 'as not spending on new goods becomes a po tca act, brands wil need to evolve their stgrateges to ensure they contnue to resonate wth consumers in the future (Maran 2019) Brands have to rethink their business models as conversations around fashon actvism and fashon boycotting are increasng amoung younger generatons As a resut, sustanable fashion is not a trend but mandatory for the future of fashon
Current Key Patterns & Megatrends (TrendHunter, 2023)
Naturality
The desre for sustanable products incudng oca organc recycabe and pronounceabe ngredents
Divergence
Persona zaton customzation Status + Beongng Stye + Fashonizng Generatonal Rebe on
Authenticity
Soca media and a resstance to tradtona advertising have created a desre for authentcty and rea ty
Hybr dization
Lines are burrng as busness modes products and servces merge to create unque concepts and experences
Tribalism
A egant groups are more read y formed around specifc nterests causes and even brands
Catalyzation
Brands have taken a roe of acceeratng the persona deveopment of consumers
BrandChoiceJustification
Max Mara possesses an important brand legacy notab y due to the brands multiple s gnif cant impacts on the fashion industry and s global y recogn sed as the most influential and innovat ve brand as the forerunner of the modern ready-to-wear manufacturing and sh ft in fash on consumption. Max Mara showcases conscious consumption notab y w th its t meless, durable garments and its CameLuxe co lection. Add tiona ly, the brand marks itse f as pioneer in inc usivity showcasing the brands engaged DNA and values as we l as the brands involvement in social responsabi ity and societal progress Therefore, Max Mara presents itself as an deal choice for brand innovation and openness to change
Max Mara currenty adopts an omn channel communication strategy - both onine and offl ne Its brand commun cat on s effective in creating a coherent brand mage and dentity to its consumers
InnovationProposal
In recent years the fashion industry has come under scrutiny for ts sign ficant environmental mpact prompting a critical reassessment of production practices. Max Mara a brand synonymous with uxury and sophistication, stands at a pivotal juncture where t can lead by examp e through the incorporat on of recyc able textiles into ts production process This innovation not on y a igns w th global sustainab lity goals but also enhances the brand's reputation and marketab lity among an increasingly eco-conscious consumer base
The ntegrat on of recyclable texti es presents an opportun ty for Max Mara to reduce waste and min mize ts carbon footprint By ut lizing materials such as recycled polyester or organic cotton the brand can contribute to a circular economy that emphasizes resource effic ency This shift not on y reduces dependence on virgin materia s but also mitigates pol ution associated w th textile product on Furthermore adopting such practices wi l resonate w th consumers who are progress ve y seeking brands that prior tize sustainab lity over fast fashion trends
Moreover, embracing recyc able text les can serve as a powerfu marketing tool for Max Mara. As consumers become more informed about environmenta issues, they are l kely to gravitate towards brands that demonstrate responsibility and innovat on n their operations. By positioning itself as a eader n sustainab e uxury fash on, Max Mara cou d enhance customer loyalty wh le attracting new demographics keen on eth cal consumption.
In conclusion incorporat ng recyc able texti es into Max Maras product on is not mere y an ethica obl gation; it is a strateg c imperative that prom ses both environmental benefits and commercia v abil ty The t me has come for Max Mara to champion this init ative and redefine what it means to be uxurious n the modern age
An nnovative proposal to address these concerns is the util zation of hemp as a primary recyclab e fabric n creating durable and eco-friendly garments. Hemp, a versat le plant known for ts rapid growth and low resource requ rements presents an opportun ty to revolutionize text le manufactur ng by providing a sustainab e alternative to convent onal fabrics such as cotton and synthetic fibers
Hemp possesses nherent qua it es that make it an excellent candidate for susta nable fashion. Its fibers are not only strong and durable but a so biodegradab e, a lowing garments made from hemp to return safely to the earth at the end of their life cyc e. Furthermore hemp cult vation requires s gnif cant y ess water and pestic des compared to tradit onal crops, reduc ng environmental degradat on associated with farm ng pract ces. By integrating hemp nto mainstream fashion brands can contribute positively towards m tigating cl mate change while meeting consumer demand for sustainable products
Moreover, the recycling potent al of hemp fabr c enhances ts sustainab lity profile Innovations in texti e recycl ng technolog es al ow for the regeneration of hemp fibers into new fabrics without compromis ng qua ity This closed- oop system can s gnif cant y reduce waste generated by the fash on ndustry whi e promoting c rcular economy principles By adopting hemp as a primary fabric source designers can create garments that not on y ast longer but a so m nim ze their eco og cal footpr nt throughout their ifecyc e SWEETSPOTIDEO
Feasibility
Desirability
BrandTarget
AIMS
Increase circular fashion consumption behaviour through a hemp s collection to increase profits by entering new markets
Increase brand awareness and brand recognition to exisiting and new markets by 25%
Offer brand environmetal engagement and transparence to increase brand loyalty by 75%
Support brand consistency w th regu ar brand content on soc a media to increase webs te traff c by 50%
SPECIFIC MEASURABLE
The goa of this innovation is to revive the brand
MaxMara through new innovative fash on ways as to distinguish itself from other premium priced brand. This will bring brand awareness back by targeting the brand to its exisiting clients but also a new target Millenials and Gen Z audiences
Measuring the success of this innovation changes can be done through KPIs such as sales revenue, cost per lead, and traffic-to-lead info; Social med a reach by using the RACE model to attract d fferent marketings and measure the profitability against the risk of this new launch. This will be measured with Google Analytics
ACHIEVABLE
The goal is to achieve the brand aims as the new launch is drastic and disruptive of the market with techn ques already proved successful with consumers by other brand incentives (eg. H&M sustainable actions, Valentino with 15% incentive for bringing back worn garments, Nike with new techognological sustainability materia s etc.)
RELEVANT TIME
The goal is stay re evant as a premium-priced brand with long-lasting of the brand va ues for the consumer. Sustainability is now crucia for fashion business due to consumers ’ escalating consciousness about the ecosystem (Shane; 2014). Sustainable fashion products have high longevity and they neither ‘ go out of fashion .
MaxMara is able to propose innovat on through the mentioned ways in a year s time which is a realistic and clarify task prioritisation with results as soon as Q2.
BrandAcceptanceofInnovation
The opin on eader sti l has a big inf uence on the behaviour of individua s known as adopters n mult -step d ffusion but there are other intermediaries between the med a and the aud ence's decis on-making The change agent s one type of intermed ary who urges an opinion leader to adopt or re ect an nnovation (Infante, Rancer, & Womack, 1997) Individua s in a social system do not all accept innovations at the same time Instead they adopt in a t me sequence and can be grouped into adopter categor es based on how ong it takes them to start using the new concept Practically speak ng, its very useful for a change agent to be ab e to dentify which category certa n nd vidua s belong to, since the short-term goal of most change agents is to facil tate the adoption of an innovation
Reach
Exploration of the nnovat on by targeted consumers and approach the aunch at the right time
Act
Try d fferent act ons to grow the aunch based on the resu ts based on r sk audits
Convert
D versification converts potentia customers nto regu ar consumers resulting in obta n profits,
Engage
Estab ish ong ast ng customer relationships and brand loya ty through CRM
RACEFramework(Autho 2023)
Incorporating recyclable texti es poses several risks that need to be addressed. The initial investment in research and deve opment may be substantia , as sourc ng qual ty recyclable mater als often requires co laborat on with new suppliers and techno ogica innovation Additiona ly, there s the r sk of consumer backlash if the qual ty or aesthetic appeal of products does not meet establ shed standards However these risks can be managed through met culous p anning and market research ensuring that new materia s align w th consumer expectat ons wh le mainta ning Max Maras uxury image
Conversely, the advantages of implementing recyclable texti es are considerable and far-reaching Not on y do they contribute to reducing environmental impact by min mizing landfil waste, but they a so pos tion Max Mara as a eader in sustainab e fash on a competit ve edge n an ncreasingly ecoconscious market. Furthermore adopting such practices can enhance customer loyalty among environmenta ly aware consumers who priorit ze sustainab lity in their purchas ng decis ons
In conclusion conducting a thorough risk audit wi l enab e Max Mara to nav gate the complex ties associated with integrating recyclab e text les into their production processes effectively. By embracing these changes the brand stands to ga n both economica ly and ethica ly whi e contribut ng positive y to globa susta nabi ity efforts.
STRATEGICGOALS
STRATEGIC COMPLIANCE
OPERATIONS FINANCIAL RISK/REWARDBALANCE
BrandAppetteforRsk(Author,2023)
100%hemp.
Do not wash; do not bleach; do not tumble dry; cool iron;professionallydrycleanperchloroethylene-mild process;donotwetclean.;washthegarmentwhileit is fastened.; do not iron the buttons.; protect buttons before washing.; protect the ends stoppers and/or thecordendsbeforewashing.;turnthearticlesinside outbeforewashing.
Distributed by Max Mara S.r.l., registered office in ReggioEmilia(Italy),ViaGiuliaMaramotti4,42124(IT)
VisualMock-Ups
Be la Hadid as brand ambassador as she is a majori y favoured mode by Mi lena s and mostly Ben Z. (Author, 2023)
Cons stent online omnichanne strategy with regu ar socia media post ng (Author 2023)
Susta nable paper bag to replace plast c ones (Author 2023)
V sua campaign n underground with Bel a Hadid for MaxMara (Author 2023)
The nterviewees were asked quest ons on their fash on consumption their most important factors when purchasing from a brand, as well as their interest in susta nab e fashion (Append x 1) The interviews were conducted by video call and recorded follow ng the nterviewees consent to be a part of a report around susta nab e fashion and consumer behaviour about ethical consumption in the future, for educationa purposes only
Interview1
Whatisyourname,ageandoccupation?
“Mynameis Zheng,I’m20fromHongKongandcurrentlystudyingaFashionManagement undergraduatedegree.”
Whatismostimportantforyouwhenbuyingnewclothes?
”IusuallyputmybudgetfirstasastudentespeciallylivinginLondonwiththecostofcrisis;Idon’t havedisposableincometospendonfancyclothingbrands.Ionlybuyfromfastfashionretailers withaffordablepricesororderfrompre-lovedwebsitessuchasDepop;Vintedetc…”
Issustainabilityamajorconcerninyourchoiceoffashionbrand?
“Ibuypre-lovedclothingsoinasense,Iamalreadyparticipatinginmakingmoresustainable choicesintermsoffashion.Iwouldsayyes,it’sbetterifit’seco-friendly.”
Wouldyouspendmoreonluxuriousrecyclablegarments?
“Somebrandshavealreadystarteddoingthat,howeverthepricesarestilltoohigh.Iwouldbe interestedifthepre-lovedgar,entstheysoldwereataffordableprices.Iwouldn’tgopast£300 tobuysecond-handdesignerclothes.”
Interview 2
Whatisyourname,ageandoccupation?
“I’mStephanieandjustturned27.Iworkasaretailmanagerforafashionbrand.”
Whatismostimportantforyouwhenbuyingnewclothes?
"Themostimportantfactorformeisthehistoryofthebrand,itsheritage,thequalityofthe materials.MyfavouritebrandswouldbeCOSandMassimoDuttiforthequalityandcut.Although theyarefastfashionbrands,Idoregularlybuynewpieces.”
Issustainabilityamajorconcerninyourchoiceoffashionbrand?
.”Iguessmycontributiontosustainablefashionisthroughmycapsulewardrobe:Iwouldrather havetimelesspiecesbecauseIcanwearthemoverandoveragainandtheywillnevergooutof style.Also,itreducesmyconsumptionasImostlyinvestinhigh-qualitypiecesfortheirdurability."
Wouldyouspendmoreonluxuriousrecyclablegarments?
IwouldbeveryinterestedasIhaveseenbrandrentingbutnotalotofsustainablel;uxuryfashion brands;Iwouldthenprefertobuysustainablebrandsinsteadoffastfashionbrandsifthepricing isreasonable.
REFERENCES
Academic Books
Barney,JayB,andWilliamSHesterly.StrategicManagementandCompetitiveAdvantage:ConceptsandCases.6thed.,Harlow,England,Pearson,2019.
StrategicManagementandCompetitiveAdvantage:ConceptsandCases.6thed.,Harlow,England,Pearson,2019.
ClioPadovani,andPaulWhittaker.SustainabilityandtheSocialFabric:Europe’sNewTextileIndustries.London,Bloomsbury,2019.
SustainabilityandtheSocialFabric:Europe’sNewTextileIndustries.London,Bloomsbury,2019.
Gwilt,Alison.APracticalGuidetoSustainableFashion.London;NewYork,Ny,BloomsburyVisualArts,2018.
APracticalGuidetoSustainableFashion.London;NewYork,Ny,BloomsburyVisualArts,2018.
Hameide,KaledK.ManagingFashion:AManagementPerspective.Routledge,2014.
ManagingFashion:AManagementPerspective.Routledge,2014.
Hitchcock,DarcyE,andMarshaLWillard.TheBusinessGuidetoSustainability:PracticalStrategiesandToolsforOrganizations.London,England;Sterling,Va,Earthscan,2009.
TheBusinessGuidetoSustainability:PracticalStrategiesandToolsforOrganizations.London,England;Sterling,Va,Earthscan,2009.
KirsiNiinimäki.SustainableFashion:NewApproaches.Helsinki,Finland,AaltoUniversity,Helsinki,Finland,2013.
SustainableFashion:NewApproaches.Helsinki,Finland,AaltoUniversity,Helsinki,Finland,2013.
LiberalDemocrats(GreatBritain.AStrategyforSustainability.London,LiberalDemocrats,2000.
AStrategyforSustainability.London,LiberalDemocrats,2000.
REFERENCES
Academic Books
RomeshVaitilingam.IndustrialInitiativesforEnvironmentalConservation.London,FinancialTimes,1993.
IndustrialInitiativesforEnvironmentalConservation.London,FinancialTimes,1993.
SubramanianSenthilkannanMuthu.FastFashion,FashionBrandsandSustainableConsumption.SingaporeSpringerSingaporeSpringer,2019.
FastFashion,FashionBrandsandSustainableConsumption.SingaporeSpringerSingaporeSpringer,2019.
Tarnanidis,Theodore,etal.SocialMediaandOnlineConsumerDecisionMakingintheFashionIndustry.IGIGlobal,1Aug.2023.
SocialMediaandOnlineConsumerDecisionMakingintheFashionIndustry.IGIGlobal,1Aug.2023.
Tidd,Joseph,andJohnRBessant.ManagingInnovation:IntegratingTechnological,MarketandOrganizationalChange.6thed.,Hoboken,Nj,Wiley,2021.
ManagingInnovation:IntegratingTechnological,MarketandOrganizationalChange.6thed.,Hoboken,Nj,Wiley,2021.
REFERENCES
Articles
AgeofAffluence(2019).Consumerism.[online]The1950’s:Anageofaffluence.Availableat:https://ageofaffluence.weebly.com/consumerism.html[Accessed13Dec.2023].
Baldwin,N.B.,Sian(2023).Whatistheminimumwageandhowisitdifferentfromthelivingwage?[online]EveningStandard.Availableat:https://www.standard.co.uk/news/uk/national-living-minimumwage-jeremy-hunt-budget-april-london-b1040136.html#r3z-addoor[Accessed13Dec.2023].
Budd,L.(2023).Whatifweworkedtogethertoachievethepaceandscaleofchangethatsocietyneedsfromfashion?[online]CSF.Availableat:https://www.sustainable-fashion.com/post/what-if-weworked-together-to-achieve-the-pace-and-scale-of-change-that-society-needs-from-fashion[Accessed13Dec.2023].
Cartner-Morley,J.(2018).WhythemanbehindMaxMaraisthemostinfluentialfashiondesigneryou’veneverheardof.TheGuardian.[online]5Jun.Availableat: https://www.theguardian.com/fashion/2018/jun/05/why-the-man-behind-max-mara-is-the-most-influential-fashion-designer-youve-never-heard-of[Accessed13Dec.2023].
CFDA(2018).CFDA.[online]cfda.com.Availableat:https://cfda.com/resources-tools/sustainability-resource-hub[Accessed13Dec.2023].
ClientEarthCommunications(2022).WhytheUKenvironmentbillmatters.[online]www.clientearth.org.Availableat:https://www.clientearth.org/latest/latest-updates/news/why-the-uk-environmentbill-matters/[Accessed13Dec.2023].
DEFRA(2018).25YearEnvironmentPlan.[online]GOV.UK.Availableat:https://www.gov.uk/government/publications/25-year-environment-plan[Accessed13Dec.2023].
Duckworth,H.(2021).Makesureyou’repreparedfornewlawscomingin2022.[online]HaroldDuckworth.Availableat:https://haroldduckworth.co.uk/make-sure-youre-prepared-for-new-laws-comingin-2022/[Accessed13Dec.2023].
FashionValues(2019).TheTransitiontoaJustFashionSystem:KeyTakeawaysfromtheFashionValuesSocietyWebinars.[online]fashionvalues.org.Availableat:https://fashionvalues.org/voices/thetransition-to-a-just-fashion-system-key-takeaways-from-the-fashion[Accessed13Dec.2023].
FinancialTimes(2023a).BritainafterBrexit:UKservicesshowresilience,butthereisstillplentyofpain.FinancialTimes.[online]20Apr.Availableat:https://www.ft.com/content/7b751ffa-9c77-49c284c7-583b00d26a1e.
FinancialTimes(2023b).JeremyHuntadmitsUKbusinesstaxestoohighasgovernmentpressedonstrategy.FinancialTimes.[online]24Apr.Availableat:https://www.ft.com/content/b4b3982e3b51-4836-9333-53e6fd8d15a2.
REFERENCES
FinancialTimes(2023c).SheingivesinvestorsloftyrevenueprojectionsasitpreparesforIPO.FinancialTimes.[online]17Feb.Availableat:https://www.ft.com/content/9709f1b8-a8b8-4210-bdd8784a3025758d[Accessed13Dec.2023].
FinancialTimes(2023e).UKgovernmenttotakelegalactionoverNHSnurses’strikes.FinancialTimes.[online]21Apr.Availableat:https://www.ft.com/content/40afe046-b568-4787-a3ceba59bf97dc36[Accessed13Dec.2023].
FinancialTimes(2023f).UKretailsalesfall0.9%inMarchtomissforecasts.FinancialTimes.[online]21Apr.Availableat:https://www.ft.com/content/3a584ea0-ecd6-446b-8652-4e69512831bc [Accessed13Dec.2023].
ForumoftheFuture(2023).Noquickfixestotacklingsystemicproblemsinthefashionindustry.[online]ForumfortheFuture.Availableat:https://www.forumforthefuture.org/Blog/no-quick-fixes-totackling-systemic-problems-in-the-fashion-industry[Accessed13Dec.2023].
GenevaEnvironmentNetwork(2023).EnvironmentalSustainabilityintheFashionIndustry.[online]Genevaenvironmentnetwork.Availableat: https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion/[Accessed13Dec.2023].
Goldfingle,G.(2022).Bestof2022:HowdidSheinbecometheworld’sbiggestfashionretailer?[online]www.retailgazette.co.uk.Availableat:https://www.retailgazette.co.uk/blog/2022/12/sheinbiggest-fashion/[Accessed13Dec.2023].
GovUK(2023).Stateoftheenvironment:health,peopleandtheenvironment.[online]GOV.UK.Availableat:https://www.gov.uk/government/publications/state-of-the-environment/state-of-theenvironment-health-people-and-the-environment#fn:4[Accessed13Dec.2023].
Greyling,N.(2019).Whatisbrandmanagement?[online]DSM|DigitalSchoolofMarketing.Availableat:https://digitalschoolofmarketing.co.za/digital-marketing-blog/what-is-brand-management/ [Accessed13Dec.2023].
Hoehn,R.(2018).TelecomsWorldAsia2020.[online]InnovationManagement.Availableat:https://innovationmanagement.se/2018/04/09/the-six-step-innovation-lifecycle/[Accessed13Dec.2023] .
Hohenadel,K.(2022).WhatIsSustainableArchitecture?[online]TheSpruce.Availableat:https://www.thespruce.com/what-is-sustainable-architecture-4846497[Accessed13Dec.2023].
Idacavage,S.(2016).FashionHistoryLesson:TheOriginsofFastFashion.[online]Fashionista.Availableat:https://fashionista.com/2016/06/what-is-fast-fashion[Accessed13Dec.2023].
REFERENCES
Articles
IDEO(2023).IDEODesignThinking.[online]IDEO|DesignThinking.Availableat:https://designthinking.ideo.com/[Accessed13Dec.2023].
Jacqueline(2021).AboutGOTS-Thepeopleandorganisationbehind-GOTS.[online]global-standard.org.Availableat:https://global-standard.org/about-us[Accessed13Dec.2023].
Kantar(2021).5stepsforeffectivebrandinnovation.[online]www.kantar.com.Availableat:https://www.kantar.com/north-america/inspiration/agile-market-research/5-steps-for-effective-brandinnovation [Accessed13Dec.2023].
Kaplan(2021).Chapter10:Riskandtheriskmanagementprocess.[online]Default.Availableat:https://kfknowledgebank.kaplan.co.uk/acca/chapter-10-risk-and-the-risk-management-process [Accessed13Dec.2023].
KjaerGlobal(2020).Trends.[online]KjaerGlobal.Availableat:https://kjaer-global.com/trends/[Accessed13Dec.2023].
L'OfficielSingapour(2022).MaxMaraTakesSustainabilityToTheNextLevelWithItsCameluxeInitiative|L’Officiel.[online]L’OfficielSingapore.Availableat: https://www.lofficielsingapore.com/fashion/max-mara-takes-sustainability-to-the-next-level-with-its-cameluxe-initiative[Accessed13Dec.2023].
Lufkin,B.(2020).Thecuriousoriginsofonlineshopping.[online]BBC.Availableat:https://www.bbc.com/worklife/article/20200722-the-curious-origins-of-online-shopping[Accessed13Dec.2023].
Maisey,S.(2018).MaxMaraisallaboutfilm,fashionandfemaleempowerment.[online]TheNational.Availableat:https://www.thenationalnews.com/lifestyle/fashion/max-mara-is-all-about-filmfashion-and-female-empowerment-1.750982#:~:text=Founded%20by%20Achille%20Maramotti%20in[Accessed13Dec.2023].
MaxMaraFashionGroup(2023).Overview|MaxMaraFashionGroup.[online]MMFG.Availableat:https://www.maxmarafashiongroup.com/overview?lang=en[Accessed13Dec.2023].
O’Neill,L.(2020).AFive-MinuteHistoryofFastFashionintheUK.[online]www.vice.com.Availableat:https://www.vice.com/en/article/v74z9x/fast-fashion-history-zara-topshop-boohoo-missguided [Accessed13Dec.2023].
Peleg,L.A.(2021).SustainabilityintheFoodandBeverageIndustry.[online]Precognize.Availableat:https://www.precog.co/blog/sustainability-food-and-beverage-manufacturing/[Accessed13Dec. 2023].
Rajvanshi,A.(2023).SheinIstheWorld’sMostPopularFashionBrand ataHugeCosttoUsAll.[online]Time.Availableat:https://time.com/6247732/shein-climate-change-labor-fashion/[Accessed 13Dec.2023].
REFERENCES
Romei,V.(2023).UK’sgoodsexportslowestinG7followingBrexit,studyfinds.FinancialTimes.[online]13Apr.Availableat:https://www.ft.com/content/fd35fe46-7438-400f-b792-8d33226dca0d.
Rue,N.(2021).Whatisacustomer-centricbusinessmodel?[online]ColoradoBizMagazine.Availableat:https://www.cobizmag.com/what-is-a-customer-centric-businessmodel/#:~:text=A%20customer%2Dcentric%20business%20model%20is%20one%20where%20the%20organization%27s[Accessed13Dec.2023].
Rydzek,C.(2022).Onlineretailgrowthdropsby8.7%Y-o-YinMay.[online]TheIndustry.fashion.Availableat:https://www.theindustry.fashion/online-retail-growth-drops-by-8-7-y-o-y-in-may/[Accessed 13Dec.2023].
ScienceofFashion(2020).TheScienceofFashionforSustainableDevelopment.[online]www.youtube.com.Availableat:https://www.youtube.com/watch?v=awahWfKfF-E&t=2s[Accessed13Dec. 2023].
SkyNews(2023).RishiSunaksayspublicsectorpayriseswillfuelinflation.Economistssaytheywon’t.[online]SkyNews.Availableat:https://news.sky.com/story/rishi-sunak-says-public-sector-payrises-will-fuel-inflation-economists-say-they-wont-12779761[Accessed13Dec.2023].
Spinks,A.(2022).IsMaxMaraALuxuryBrand?EverythingYouNeedToKnow.[online]ChicPursuit:TheBestInStyling,LuxuryFashion&Beauty.Availableat:https://chicpursuit.com/is-max-mara-aluxury-brand/[Accessed13Dec.2023].
StellaMcCartney(2023).Wool.[online]www.stellamccartney.com.Availableat:https://www.stellamccartney.com/gb/en/sustainability/wool.html[Accessed13Dec.2023].
Team4tify(2021).ABriefHistoryinSustainableFashionMilestones.[online]4tify.Availableat:https://www.4tify.co/blog/a-brief-history-in-sustainable-fashion-milestones[Accessed13Dec.2023].
TimeToast(1790).FastFashiontimeline.[online]Timetoasttimelines.Availableat:https://www.timetoast.com/timelines/fast-fashion[Accessed13Dec.2023].
TrendHunter(2020).SustainableCommercialAircrafts.[online]TrendHunter.com.Availableat:https://www.trendhunter.com/trends/ecoconscious-aircraft[Accessed13Dec.2023].
UNECE(2018).FashionandtheSDGs:whatrolefortheUN?Thefashionindustryinnumbers.[online]UNECE.Availableat: https://unece.org/fileadmin/DAM/RCM Website/RFSD 2018 Side event sustainable fashion.pdf[Accessed13Dec.2023].
Vara,V.(2022).Fast,Cheap,andOutofControl:InsideShein’sSuddenRise.[online]Wired.Availableat:https://www.wired.com/story/fast-cheap-out-of-control-inside-rise-of-shein/[Accessed13Dec. 2023].` Articles
REFERENCES
3DLook.“SustainableFashionTrendstoWatchin2023:IdeasforApparelRetailers.”3DLOOK,18May2023,3dlook.ai/content-hub/sustainable-fashion-trends-to-watch-in-2023/.Accessed 13Dec.2023.
Bauck,Whitney.“ThePandemicTransformedFashion’sSustainabilityNarrativein2020.”Fashionista,24Nov.2020,fashionista.com/2020/11/fashion-sustainability-movement-pandemic2020?utm source=site&utm campaign=related.Accessed13Dec.2023.
Dazed.“WTFIsaCircularEconomy,andCanItStopFashionTrashingthePlanet?”Dazed,23May2019,www.dazeddigital.com/fashion/article/44580/1/wtf-is-a-circular-economy-fashionrecycling-sustainability-copenhagen.Accessed13Dec.2023.
DazedDigital.“DazedDigital,”Https://Www.dazeddigital.com/Fashion/Article/55930/1/Fashion-Revolution-Week-2022-Sustainability-Activism-Responsible-Rana-Plaza,2019.Accessed13 Dec.2023.
EllenMacarthurFoundation.“CircularEconomy-UK,USA,Europe,Asia&SouthAmerica-theEllenMacArthurFoundation.”Www.ellenmacarthurfoundation.org,2017, ellenmacarthurfoundation.org.Accessed13Dec.2023.
Fashionista.“Covid-19GaveFashiontheChancetoChangefortheBetter—butsoFar,ResultsAreMixed.”Fashionista.com,16Dec.2020,fashionista.com/2020/12/pandemic-sustainabilityfashion-new-normal.Accessed13Dec.2023.
Idacavage,Sara.“FashionHistoryLesson:TheOriginsofFastFashion.”Fashionista,8June2016,fashionista.com/2016/06/what-is-fast-fashion.
ISPO.“FashionTrendsintheFuture|ISPO.com.”Www.ispo.com,2023,www.ispo.com/en/trends/future-fashion-7-major-trends#reducing-resource-consumption-with-a-circular-economy572446.Accessed13Dec.2023.
Nanushka.“RobeCoatCamel.”Nanushka,2023,www.nanushka.com/products/1384-alamo-wool-silk-blend-robe-coat-camel.Accessed13Dec.2023.
Reiss.“REISSEnduringStyleManifesto-EnvironmentalManagementandSustainabilityCommitments2020.”Www.reiss.com,2023,www.reiss.com/editorial/enduring-style.Accessed13 Dec.2023.
Stark,Anna.“WhatAretheBenefitsofBuyingClothesOnline.”VentsMagazine,20Apr.2021,ventsmagazine.com/2021/04/20/what-are-the-benefits-of-buying-clothes-online/.Accessed13 Dec.2023.
REFERENCES
SustainableFashionFuture.“FashionSEEDS:APlatformforSustainableFashionEducation.”SustainableFashionFuture,25Jan.2022,ethicalfashionbrazil.com/fashionseeds-a-platform-forsustainable-fashion-education/.Accessed13Dec.2023.
SustainableFashionWeek.“SustainableFashionWeek-SFW2023.”SustainableFashionWeek,2023,www.sustainablefashionweek.uk/sfw-2023.Accessed13Dec.2023.
TheSAC.“TheSAC–SustainableApparelCoalition.”SustainableApparelCoalition,2023,apparelcoalition.org/the-sac/. ThisIsPaper.“DreamersbyYugalOdhrani.”Thisispaper.com,2019,www.thisispaper.com/mag/dreamers-yugal.Accessed13Dec.2023.
trrizzz.“EverythingaboutFashionofthe1950’S.”BehindtheSeams,1Aug.2022,behindtheseams.blog/everything-about-fashion-of-the-1950s/.Accessed13Dec.2023.
Y-3.“Y-3ApresentaCampanhaEspecialEmComemoraçãoAos20Anos.”OCaraFashion,28Jan.2022,www.ocarafashion.com/web-stories/y-3-20th-anniversary-adidas-chapter-1-brasil. Accessed13Dec.2023.
. Images