The Responsible Fashion Company
Integrating Ethics and Aesthetics in the Value Chain
Francesca Romana Rinaldi, Salvo Testa
- 240 Seiten
- English
- ePUB (handyfreundlich)
- Ăber iOS und Android verfĂŒgbar
The Responsible Fashion Company
Integrating Ethics and Aesthetics in the Value Chain
Francesca Romana Rinaldi, Salvo Testa
Ăber dieses Buch
In The Responsible Fashion Company, Rinaldi and Testa argue that the fashion industry is at a crossroads: the need for a global shift to a sustainable model has never been more urgent. Yet, they demonstrate that we are witnessing a revolution led by conscious consumers and enlightened companies, who are redefining the rules of the fashion market. The question is: when will the rest of the industry catch up?
Rinaldi and Testa raise a fundamental but often neglected issue in the fashion sustainability debate: long-term equilibrium can only be achieved by integrating economic goals with environmental, social and ethical values. "The Responsible Fashion Company" provides a clear overview of the theory, challenges and opportunities of sustainability in the industry and demonstrates how fashion companies can achieve competitive advantage through sustainable innovation. The authors show how leading fashion companies are challenging traditional thinking and present inspiring examples from pioneers such as Gucci, Levi's, Timberland and Brunello Cucinelli, who create quality products without leaving a negative impact behind.Refreshing and timely, The Responsible Fashion Company is essential reading for the socially conscious consumer and anyone with a professional or personal interest in the fashion, design and luxury industries.
HĂ€ufig gestellte Fragen
Information
1
The new paradigms
1.1 The new paradigms of consumption and information
- Converse, with the âDesign Your Ownâ project, allows clients to personalise every detail of their trainers, and to order the shoes via the companyâs website for them to be delivered to their home two to three weeks later.
- Nike, with the âNIKEiDâ project, allows the upper, insole and laces of running shoes to be customised, and it is even possible to put an âiDâ on the shoeâs tongue.
- Burberry, with the customised line called âBespokeâ, represents an example of luxury customisation. Clients can buy the trench-coat of their dreams, after choosing every detail (fabric, colour, sleeves, lining, collar, buttons, metal parts, belt and label) from the comfort of their own home.
- Polygamy and infidelity to the brand. The new way of relating with the brand implies a progressive reappraisal of the brandâs actual ideology and growing power for the consumer.
- Nomadism. Intended both literally, for the increasing amount of travel from one city to another and from one country to another, and metaphorically, for the âcontinuous slalom among products, consumption styles, brands that are becoming the modus vivendi of the postmodern consumer [âŠ] could indeed be traditionalist in their choice of car and an experimenter in food, minimalist for house decor and exhibitionist in clothing, open to what is new with regards to intellectual consumption and conservative towards new technologiesâ.
- Competences, needs and selectivity. With the increase in both competition and available alternatives, as well as the transparency of product information guaranteed by the Internet, the neo-consumer is increasingly competent, demanding and selective. Today, consumers are informed (and increasingly want to be so) regarding the origin of the product, the production method and the type of labour used. Says Fabris: âEthics, the widespread request by producers and sellers for socially responsible behaviour, attention to the consumption chain even including the countries of origin of the raw materials, the production methods, the workersâ fair salaries, the environmental impact due to production, right up to waste disposalâ represent the new critical factors for establishing a successful and trusting relationship with the neo-consumer.
- Price sensitivity. This characteristic is also influenced by the increase in competition and available alternatives, as well as by the transparency of product information which is guaranteed by the Internet.
- Polygamy, infidelity to the brand and price sensitivity. Brand infidelity is growing with the increasing number of channels through which one can obtain information and compare characteristics.
- Nomadism. The neo-consumer is a nomad even when choosing and using digital devices (smart phones, notebooks and tablet computers) to go online in order to obtain information and buy. Multichannel is the new mantra.
- Competence, need and selectivity. Thanks to information transparency guaranteed by the Internet, the neo-consumer can always be up to date regarding the origin of the product, the production method and the type of labour used.