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SUSTAINABLE FASHION SCENERIOS
According to the six principles of fashion the research of Godard introduces three possible fashion scenarios in which the various stakeholders of the fashion industry can proactively take on an eco sustainability agenda.
Each of the three scenarios demonstrates different ways of developing and implementing market-based solutions to eco-sustainability, though they can also occur simultaneously. You could use this scenarios as inspiration for your own strategy.
Three sustainable fashion scenerios
Scenario
Most relevant
principle(s)
Summary
Institutional change
throught slow fashion
Affirmation
Convergence
Sustainability goal: efficient management of scarce resources.
Implications: modification of current institutional dynamics based on fast trend cycles or 'seasons' to slower seasons
Degrowth strategy: slow fashion motivates producers to focus on designs with lasting appeal and consumers to keep their clothes for a longer period of time.
Requirement: institutional change
Challenge: turnover reductions for producers due to reduced purchasing cycles.
Innovative fashion
Symbolisation
Imperialisation
Sustainability goal: efficient management of scarce resources.
Implications: fashion cycles remain as they are, but innovative solutions make fashion items both creative and sustainable. Three possible innovative solutions:
- Use materials that have a lower impact on the environment (e.g. organic fabric)
- Reduce waste at each step of the production process
- Increase recycling of discarded clothes
Requirement: investments, collective efforts to redirect creative talents in the field and some support from advocacy groups and governmental bodies.
Producers drive innovation fashion, but consumers complement the effort.
Sustainability goal: establishment of sustainability enforcement.
Implications: industry-wide regulations are developed.
External considerations (e.g. legal frameworks, norms and traditions) determine formal versus informal stance of these regulations.
Requirement: the entire fashion industry has to shift upwards to the premium segments, where the practice of producing less with better (and more expensive) techniques is the norm.
Challenge: regulations may prompt price increase which then reduces consumer purchasing.
Both producers and consumers play pivotal roles with the strong support of public authorities.
Upgrading fashion
through regulation
Autonomy
Personalisation
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