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:
And then, coverage by the media:
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:
- What do you know about where your clothes came from?
- Do you look at the ‘Made in ….’ tag?
- 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?
- And finally, do you care about sustainability in fashion at all?
And her answers:
- No idea
- Nope, not even for luxury items.
- I think it should change, but I know thats just how it is.
- 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..
Somers, C. (no date) Few fashion brands serious about addressing exploitation. Available at: http://fashionrevolution.org/few-fashion-brands-serious-about-addressing-exploitation/ (Accessed: 10 December 2016).
Knight, H. (2016) The revolution is growing stronger. Available at: http://fashionrevolution.org/the-revolution-is-growing-stronger/ (Accessed: 10 December 2016).
Maurice, S. (2016) Transparency is Both the challenge & opportunity for the fashion industry. Available at: http://fashionrevolution.org/transparency-is-the-both-the-challenge-opportunity-for-the-fashion-industry/ (Accessed: 10 December 2016).
Martin, P. (2016) How Brexit Might Affect Brand Britain. Available at: https://www.wgsn.com/blogs/brand-britain-how-brexit-may-affect-the-british-fashion-industry/ (Accessed: 10 December 2016).