This unique text offers a holistic, insightful and timely exploration of sustainable practices across the fashion industry.
The book takes the reader logically through each part of the authors’ new Responsible 9 Framework™, providing a clear perspective and examples for each component. The framework thoroughly explains the move away from a singular product commercial focus to a Conscious Item approach and Circular Services business mindset. An organisation’s people are at the heart of the new framework and have therefore been rebranded as Community. Next addressed is the Perceived Value of an item or brand, and how sustainable pricing initiatives actively influence consumer purchase. Insights into Accountable Systems are reviewed to examine the importance of responsible processes when considering and integrating a successful, sustainable supply chain into a fashion business. The section on Governance looks at the different global organisations available to fashion brands and customers alike, which support their transition into a responsible and sustainable future existence. The last two sections of the framework are labelled Storytelling Platforms and Honest Communication, where transparent and honest strategies are highlighted and discussed from a viewpoint of how modern brands are engaging and connecting to the new conscious consumer. For each of the nine aspects, contemporary case studies from global brands such as Stella McCartney, Zalando and Arc'teryx, alongside insights from current, leading experts within the fashion world, bring the theory to life.
Showing how sustainability has been integrated throughout the entirety of the fashion business, this textbook is perfect for advanced undergraduate and postgraduate students Fashion Management, Fashion Brand Management and Fashion Marketing, as well as reflective leaders and practitioners within the industry.
Author(s): Sennait Ghebreab, Sally Heale
Series: Mastering Fashion Management
Publisher: Routledge
Year: 2023
Language: English
Pages: 239
City: London
Cover
Endorsements
Half Title
Series
Title
Copyright
Contents
List of Contributors
Foreword
Acknowledgements
Introduction: Responsible fashion business practice and The Responsible 9 Framework
What does sustainability mean in the fashion business now?
The emergence of the mindful "Eco-Conscious Consumer"
Expert insight from Disha Daswaney
From planned obsolescence to circular systems
Dissecting and understanding the 7P's
The 7P's are
Introducing The Responsible 9 Framework™
The Responsible 9 Framework
Objective of the book and how the book is structured
The Responsible 9 Framework
Reference
Further reading
Web material
Chapter 1 The Responsible 9 Framework: #1 = Conscious Item
Introduction to the chapter
Expert insight from Charlotte Turner
Responsible fashion design
Expert insight from Massimo Casagrande
Textiles and fibres
Introducing textiles and natural and man-made fibres
Cotton
Organic cotton
Recycled cotton
Regenerative cotton
Linen
Hemp
Natural animal fibres
Wool
Leather
Silk
Regenerated man-made fibres
Tencel
Modal
Bamboo
Synthetic man-made fibres
Nylon
Polyester
Microfibres
Future alternatives
Pinatex
Orange Fiber
Mylo
Aquafil
Maria Giovanna Sandrini, Group Chief Communication Officer at AQUAFIL further explains ECONYL
Dyes
Expert insight from Karen Spurgin
Alternative plant-based dyes
ao textiles
Lenzing
Archroma
Colorifix
Post Carbon Lab
Slow fashion
Expert insight from Jeffrey Heiligers
Key takeaways
Further reading
Web material
Brand references
Chapter 2 The Responsible 9 Framework: #2 = Circular Services
Introduction to the chapter
The product life cycle: The post purchase necessity
Turning waste and deadstock into new items
Fashion industry examples
Mini case study
Mini case study
Circular ranges and products from plastic
Increasing the lifespan of a garment through aftercare
Fashion industry examples
Mini case study
Repair
Fashion industry examples
Mini case study
RÆMADE, RÆDUCED, RÆCYCLED, and RÆBURN
RÆMADE
RÆDUCED
RÆCYCLED
Mini case study
Buy and give back schemes
Fashion industry examples
Preserving the archive
Expert insight from Professor Andrew Groves: Archives as a sustainable design practice
Second-hand market (resale)
Expert insight from Felix Kruger
Fashion brand examples
Expert insight from Gemma A. Williams: Changing consumption patterns in China
The sharing economy (rental)
Fashion industry examples
The consumer as the investor
Fashion industry examples
Mini case study
Mini case study
The new conscious priority
Expert insight from Laura Coppen
Key takeaways
Further reading
Web material
Brand references
Chapter 3 The Responsible 9 Framework: #3 = Community
Introduction to the chapter
Expert insight from Craig Crawford
Corporate social responsibility (CSR)
Introducing the CITREC Framework for CSR
Fashion industry examples
Mini case study
Expert insight from Lisa Nan
Mission statements
Diversity in the workplace
Expert insight from Mathew Dixon
Equal representation in marketing and advertising
Volunteer programs
Fashion industry example
The role of education
Expert from Liliana Sanguino Ramirez
Key takeaways
Further reading
Web material
Brand references
Chapter 4 The Responsible 9 Framework: #4 = Perceived Value
Introduction to the chapter
Transparent pricing - the importance in communicating the true cost to the consumer
Expert insight from Mytro Angelidou
Fashion industry examples
Connecting with credible causes aligned to your brand proposition
Expert insight from Lucy Litwack
Charitable donations
Fashion industry examples
Expert insight from Erica Charles
Key takeaways
Further reading
Web material
Brand references
Chapter 5 The Responsible 9 Framework: #5 = Accountable Systems
Introduction to the chapter
Responsible sourcing and supply chain
Upstream and downstream
The challenges with the supply chain
Expert insight from Archana Chandrasekar
The deep layers of the fashion supply chain
The need for accountable systems
Unacceptable practice exposed
Mini case study
Emissions
Carbon neutral
Carbon negative
Sustainable transportation
Innovations
Expert insight from James Clark: The information chain
QR codes
Fashion industry examples
Mini case study
On-demand manufacturing
Expert insight from by Joanne Yulan Jong
Packaging
Fashion industry examples
Biodegradable sustainable packaging solutions
Fashion industry examples
Reusable packaging
Fashion industry examples
Packaging free
Fashion industry examples
Solutions
Expert insight from Amy Lee
Key takeaways
References
Further reading
Web material
Brand references
Chapter 6 The Responsible 9 Framework: #6 = Green Environment
Introduction to the chapter
The move to green and more environmentally friendly stores
The 5 R's hierarchy
Living interiors
Fashion brand example
Clothing hangers
Mannequins
Energy efficient lighting
Renewable energy
Fashion brand examples
Expert insight from Juliet Russell and Philip Mak
Expert insight from Patsy Perry
Key takeaways
Further reading
Web material
Brand references
Chapter 7 The Responsible 9 Framework: #7 = Governance
Introduction to the chapter
Expert insight from M. Fernanda Hernandez Franco
Supportive Organisations
Certification companies
Mini case study
Hana Kajimura, Head of Sustainability at Allbirds
Mini case study
Activist groups
Web Material
Chapter 8 The Responsible 9 Framework: #8 = Honest Communication
Introduction to the chapter
What is greenwashing?
Green marketing and communication
Ottman's Seven winning strategies for green marketing
Transparent communication
Expert insight from Peter Rees
The changing consumer
AIDA Marketing Model, Lewis 1898
Expert insight from Martin Deal: Is AIDA still relevant in today's digital world?
Responsible consumption
Expert insight from Veronica Bates Kassatly: Challenges around Green Washing
MIni case study
Equal representation in marketing and advertising
Multicultural and inclusive marketing
Fashion industry examples
Expert insight from Darren Black
Influencer marketing
Expert insight from Giorgia Pagliuca
Brand activism and cause marketing
Fashion industry examples
Mini case study
Events, campaigns, and promotional material creation
Fashion industry example
Expert insight from Sara Vaughan
Imagery
Models
Seasons and Runway Shows
Influencers and Red Carpets
Advertising and Publicity
Sales Promotions
Key insights
Reference
Further reading
Web material
Brand references
Chapter 9 The Responsible 9 Framework: #9 = Storytelling Platforms
Introduction to the chapter
Expert insight from Nick Pye
Storytelling retail spaces
Fashion industry examples
Mini case study
Expert insight from Vittorio Cosma and Mario Innocente
Local stores
Expert insight from Rae Sims
Retailers showing genuine inclusive behaviour on the shop floor
Storytelling in digital and ecommerce spaces
Manifestos
Fashion industry examples
Mini case study
Build the best product
Cause no unnecessary harm
Use business to protect nature
Not bound by convention
Commitments to sustainable business practice
Fashion industry example
Mini case study
Mini case study
Live streaming shopping experience
Fashion industry example
Podcasting
Expert insight from Samara Croci: The value of podcasts
Key takeaways
Further reading
Web material
Brand references
Conclusion
Expert insight from Nicola Giuggioli
Sustainability and responsibility should be the focus
The importance of transparency and traceability
The roll of circularity
Shifts in technology and resources
Changing consumer behaviour and user experience of products
The Responsible 9 Framework
Index
