This proposal was created in response to a brief as part of my MSc International Fashion Business Management Course; the brief called for integrated work within contemporary fashion practices surrounding sustainability and the circular economy. I was instructed to identify problems and opportunities within an area of an existing brand’s concept to consumer process and use this to develop a future fashion activity.
For the Brief I chose to focus on high fashion brand Gucci, a well established, multidimensional brand with an already deeply developed progression towards a circular economy. While researching into the brand and its market I found that a lot of the brands efforts towards circularity stopped once the consumer had made a purchase, and in some cases even before a product makes it to store. I saw this as an opportunity to develop further the brand to consumer relationship by allowing this relationship to continue past the point of purchase. Taking inspiration from Competitor brand’s consumer waste
