Fashion MKT Exam 2
Why can't we only blame producers for unsustainable fashion?
"...many consumers are just hooked on a cheap fashion treadmill...cheaper prices stimulate consumption, and the current low rate of fashion has spurred a fashion free for all, where we are buying and hoarding roughly 20 billion garments per year as a nation."
In fashion, as we now have access to more items, consumers engage in:
"Self illusory hedonism" (Or, day dreaming)
Solution to self-illusory hedonism....?
"The solution can be very simple. Buy less and get more 'fashion mileage' out of each piece. Buy heritage pieces that will last. Become an active citizen through your wardrobe." - Livia Firth
What prevents people from buying sustainable apparel?
-Not accessible -Too expensive -Quality might not be good enough -Limited selection -Other reasons
Examples of ultra-fast fashion
-Shein -Zaful -Boohoo
What can influence people's decision to buy local sustainable apparel?
-Support for local businesses -Support for the environment -Awareness of ethical apparel production -They are comfortable -Other
Production side (Manufacturing/distribution):
1. Acquisition of raw materials (one of the oldest industrialized garment production) 2. Issues related to labor 3. Issues to related to the environment (Sustainability) 4. Animal testing (and use of fur or exploitation of endangered animals) 5. Consumer privacy protection 6. Ethical advertising 7. Social issues 8. Causes and charitable givings related to labor
3 parts of apparel manufacturing
1. Costing the Product (planning it all out) -fabric -trimmings -production labor -transportation -distribution 2. Materials Procurement (manufacturer figuring out the number of items needed to be sold before a profit is realized - cutting ticket) 3. Manufacturing Process -creating the pattern -grading and marking the pattern -cutting the garment -assembling the garment -finishing the garment (buttons, zippers, etc.) -labeling the garment (permanently sewn labels)
The Fashion Cycle
1. Fiber 2. Textile production 3. Design 4. Manufacturing 5. Distribution 6. Retail 7. Use phase 8. Landfill
Ways to segment a customer
1. Geographic 2. Demographic 3. Psychographic 4. Behavioral
3 ethical considerations for fashion:
1. How is fashion produced, manufactured, & sold? 2. How is fashion consumed? 3. How is fashion disposed?
Consumer side
1. Theft "shoplifting", "organized retail theft" 2. Fraudulent returns "Wardrobing" 3. Purchasing counterfeit goods 4. Fashion consumption at the cost of family's basic needs 5. Issues regarding disposal of unwanted/used fashion
Advertisement questions:
1. What form of promotion is this ad? 2. What is the ad's objective? 3. Whom is the ad intended for? 4. What is assumed? 5. What are the 'signs" and what do they signify? 6. Is it effective? Why or why not?
Ethical issues of the business of fashion is focused on two sides...
2 sides - the production side and consumer side
Positioning map
: plots dimensions related to benefits that are important for consumers (based upon to key criteria, one for each axis
How many pounds of textiles do we discard each year?
About 82 lbs.
Why is fast fashion fast
Because people want it to be fast
4 "Green" Modifications in Consumption of Fashion
Beginner thoughtful: Space out purchasing and recycle. Thoughtful: Plan out less frequent purchases; Buy higher quality and/or second hand. Closed loop: Buy only second hand; Recycle. Advanced loop: Own less; Buy second hand or 100% "green" clothing; Fiber to fiber recycle.
Characteristics of Average Fashion Consumption
Conventional, fast, ultra-fast
Environmental-economic
Energy efficiency, Subsidies/ incentives for use of natural resources
Social-environmental
Environmental justice, natural resources stewardship locally and globally
External & Internal Influences on the consumer decision
External: -Culture -Subculture -Demographics -Reference groups -Family -Marketing actions Internal: -Perception -Learning -Memory -Motives -Personality -Emotions -Attitudes
Closed loop of cycle:
Fiber - to - fiber recycling (very expensive)
What is the complication to these 4 "green" modifications in consumption of fashion?
Greenwashing
Hierarchy of fashion examples
Haute Couture - "high sewing"/"high dress making" Couture: Custom-made clothing not recognized by the chambre High-end fashion: Luxury designer and premium brands Pret-a-porter: ready to wear/high-end & made for the body Middle market: Designer diffusion or bridge lines, affordable luxury retail brands, middle-market retail chains Mass market: High-street multiple retailers Off-pricer retailers: Off-price is a trading format based on discount pricing. Off-price retailers are independent of manufacturers and buy large volumes of branded goods directly from them. Value market: Value fashion retailers, discount retailers
When does the fashion cycle change? (focuses on consumer)
It changes at the hands of retail, moving into the use phase (ends up in landfills)
Latent vs. Manifest Motives
Latent Motives - motive you are NOT willing to share with others (buying because everybody else has a trendy top, for instance) Manifest Motives - obvious motives (buying because of high quality)
What are latent and manifest motives?
Manifest motives are the reasons behind the consumer's behaviour that are known and admitted publicly, for example buying a product for the quality and performability. Latent motives can be unknown to the consumer, or in common case are behaviours which the individual will be reluctant to admit.
Environmental
Natural Resource Use, Environmental Management, Pollution Prevention (air, water, land, waste)
The 4 Ps of Marketing
Product, Price, Place, Promotion
Economic
Profit, Cost Savings, Economic Growth, Research & Development
What is a more sustainable option than landfills?
Reusing/downsizing/upcycling
Social
Standard of Living, Education, Community, Equal Opportunity
Living wage
This is important in ethical business practices, and it is a human right for all people all over the world. A worker should be able to afford: -food -rent -healthcare -education -clothing -transportation -savings
Hierarchy of Fashion
Top: Haute Couture/Couture Second level: High-end fashion **pret-a-porter Next level: Middle Market Next level: Mass market (off-pricer retail) Bottom level: Value market
What is manufacturing?
Transforming ideas into salable merchandise
Trickle-Down/Bubble Up (Hierarchy of Fashion)
Trickle down: Ideas from couture + designer catwalk shows filter down through the fashion market and are used as an inspiration for ranges by high-street retailers Bubble up: Ideas from street fashion and cultural subgroups gain momentum to become a trend that 'bubbles up' through the hierarchy of fashion, eventually reaching the top when expensive designer versions are created.
Tanning
What you do to harden leather and then soften it to make handbags or shoes
Market segmentation
dividing a market into smaller/more focused sectors (i.e. product type/market level)
Clothing production has ________ from 2000-2014
doubled
3 spheres of sustainability
environmental, social, economic
Greenwashing
intentional misleading of consumers to believe that your activities are helping to advance a more sustainable fashion
6 principles of persuasion
reciprocity, scarcity, authority, commitment/consistency, liking, consensus (social proof) examples: https://worldofwork.io/2019/07/cialdinis-6-principles-of-persuasion/
Customer segmentation
research and analysis technique used to define groups, grouping them into clusters with similar characteristics
Promotional mix
the combination of promotional activities, such as advertising , sales promotion, PR, personal selling/direct marketing to achieve a company's promotional objectives
Buying so much is __________.
unsustainable
