The Trend Impact

Having decided on the rough focus of my trend, I decided to go hunting for examples of the trend already prevalent in society.

I started with what I knew. This being eco campaigns, sustainable brands and collaborations. Examples include:

Patagonia, an extremely sustainable brand.
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Reformation, another sustainable clothing brand.
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Fashion Revolution, a movement to raise awareness in the fashion industry.

And then, coverage by the media:

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But I found that a lot of these focused on the brands themselves, rather than consumer attitudes. So I began research on consumer attitudes.

I decided to start at home. Using the methods of qualitative research discussed in class, I decided to conduct a few interviews to gain opinions on the trend. First up, I asked my flatmate, Kristi, a 22-year old fashion PR executive who grew up in the United Kingdom and regularly shops at high-street and designer stores.

Compiling together all my previous research, I settled on these questions:

  1. What do you know about where your clothes came from?
  2. Do you look at the ‘Made in ….’ tag?
  3. On average, the retail mark up for a £29 t-shirt is £17, whilst only £.18 goes toward labour. Do you think this should change?
  4. And finally, do you care about sustainability in fashion at all?

And her answers:

  1. No idea
  2. Nope, not even for luxury items.
  3. I think it should change, but I know thats just how it is.
  4. I can’t be bothered to make that effort. If it was marketed better and advertised maybe then I would. I feel like the difference I make as an individual by recycling clothes just isn’t significant enough – so why bother, you know?

Interestingly enough, a lot of what she said correlated with secondary research that I compiled..

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Somers, C. (no date) Few fashion brands serious about addressing exploitation. Available at: (Accessed: 10 December 2016).

Knight, H. (2016) The revolution is growing stronger. Available at: (Accessed: 10 December 2016).

Maurice, S. (2016) Transparency is Both the challenge & opportunity for the fashion industry. Available at: (Accessed: 10 December 2016).

Martin, P. (2016) How Brexit Might Affect Brand Britain. Available at: (Accessed: 10 December 2016).



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