Lydia Winchester

About Lydia Winchester

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People

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The pillar of fashion that will be covered in this blog post is people. Focusing on the new generation and their views on diversity and sustainable within the fashion industry. 

(Gen Z, 2020)

Generation Z is they most well-educated generation when it comes to sustainability and diversity and never fail to call out a brand who are not focused on this. When shopping gen Z have become inclined to shop second hand from online apps such as depop and vinted. As well as the rise of the micro designers due to their ability to be more sustainable, however there is the precaution gen z are shopping at these places due to the price rather than the sustainability aspect of the brand. It is said that “46.8% of Gen Z have abandoned a purchase that did not align with their values.” (Francis and Hoefel, 2018)

“There are many small businesses in the United States, with more than 543,000 or more started every month.” (Dillon, 2018)

Gen Z are they most important consumers for fashion world to target their brand too as they are the people the need to be most in touch with. The community of gen Z value when a brand is completely transparent with the production process and ensure that the brand is diverse and includes everyone. Brands could start introducing a send back scheme for consumers where they can send back faulty items or unwanted items for the brand to use on other designs. For a Gen Z consumer to continue to shop at a brand they look for one that give back such as when a percentage of the profit from a product is being given to a charity. (Hethorn and Ulasewicz, 2015) 

(good American, 2022)

A brand which has focused very heavily on diversity is GOOD AMERICAN a denim brand set up in 2016 which “works to innovate, find solutions and redefine fashion for the modern women” (Flexible – About, 2022). The clothing is displayed on the website on 3 different size ranges of model which allows they shoppers of any size to be able to see the fit of clothing as well as having sizing which ranges from 00 to 24. 

A major component for any brand to be successful today is community. Gen z love feeling included with they brand and makes them more likely to continue to shop their as they either get rewards or value to mission of the brand. 

References

Francis, T. and Hoefel, F., 2018. ‘True Gen’: Generation Z and its implications for companies. [online] Mckinsey. Available at: <https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies> [Accessed 13 October 2022].

Dillon, S., 2018. The fundamentals of fashion management. 1st ed. London: Bloomsbury Visual Arts, p.166.

Hethorn, J. and Ulasewicz, C., 2015. Sustainable fashion. London, p.29.

GOOD AMERICAN. 2022. Flexible – About. [online] Available at: 

<https://www.goodamerican.com/pages/about-info> [Accessed 13 October 2022].

2020. Gen Z. [image] Available at: <https://www.voguebusiness.com/fashion/gen-z-isnt-ready-to-rent-clothes-yet> [Accessed 15 October 2022].

2022. good American. [image] Available at: <https://www.goodamerican.com/collections/good-squad> [Accessed 15 October 2022].

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Planet

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Within Fashion there are 4 fundamental pillars. Planet, People, Profit and purpose, we are going to be covering Planet and the way fashion positively and negatively impact it. It is important to note that in-order for any business to work people, planet and profit must be at the forefront of any business mind, this was stated by Elkington and is now referred to as the triple bottom line theory. (Miller, 2020)

(Circular Economy, 2020)

A circular economy is a structure many brands and business are adapting to, as it is good way to ensure there is little to no wastage within the cycle of manufacturing. The essence of a circular economy is that everything within the cycle can be adapted and re used within other areas. Before a circular economy was introduced, we had something called a linear economy which follows of the basis of “take-make-dispose” (Baporikar, 2020), after years of having this economy, it soon become unsustainable and unmaintainable. With a circular economy, brands have the potential to use materials numerous times which reduces waste whilst also slows down the manufacturing process of these products as they are not in such high demand. 

(Pangaia, 2022)

A good example of sustainability within fashion would be found in Pangaias production of clothing. The process of dying clothes outputs a considerable amount of waste into water sources deeming them unhygienic and unusual sources, seventeen to twenty percent of water pollution is caused by dying of clothes. (Kirillova, 2019). For the brand Pangaia they have found a way of dying their clothes without using chemical hazardous dyes, this has been done by extracting ingredients and dyes from food waste produced by food companies. Not only does this stop the use of chemical dyes it also helps reduce the waste of food from the over production these companies are doing. Alongside using chestnut trees and thyme plants to also produce non harmful dyes. (Natural & Food Dye, 2022)

(6th SDG, 2022)

Within they 17 SDG’s produced by the UN the 6th SDG is clean water and sanitation, the purpose of the sustainable development goals where set out to guide and aid people in transforming their planet into a better place. Polluted water can cause serval diseases and the bacteria found in these water sources, sometimes ends up within drinking water supply and seventeen to twenty percent of water pollution is caused by the fashion industry. (Kirillova, 2019).  However, if more brands stop using chemical dyes with such massive water wastage and implement the idea Pangaia have of using natural sources and food wastage, this 6th SDG, would be one step ahead of making that vital change. 

References

2020. Circular Economy. [image] Available at: <https://www.portoprotocol.com/circular-economy-as-a-way-of-increasing-efficiency-in-organizations/> [Accessed 8 October 2022].

Miller, K., 2020. The Triple Bottom Line: What It Is & Why It’s Important. [online] Business Insights Blog. Available at: <https://online.hbs.edu/blog/post/what-is-the-triple-bottom-line> [Accessed 7 October 2022].

Baporikar, N., 2020. Handbook of research on entrepreneurship development and opportunities in circular economy. 1st ed. p.62.

Kirillova, N., 2019. Sustainable Coloring: Dyeing without harming – Sqetch. [online] Sqetch. Available at: <https://www.sqetch.co/sustainable-coloring-dyeing-without-harming-1/> [Accessed 7 October 2022].

2022. Pangaia. [image] Available at: <https://www.lottievjackson.com/pangaia-sustainable-loungewear> [Accessed 8 October 2022].

2022. 6th SDG. [image] Available at: <https://aquaporin.com/support-un-sdg6/> [Accessed 8 October 2022].

PANGAIA. 2022. Natural & Food Dye. [online] Available at: <https://pangaia.com/pages/natural-and-food-dye> [Accessed 8 October 2022].

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PALACE

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Founded in 2009 by Lev Tanju, Palace quickly become one of the leading brands for skateboards as well as clothing. For me I chose this brand as one of my top fashion brands as I find their clothing is unique and authentic, they are a unisex brand with style and fit being more closely suited to the male body. However, do not exclusively sell for men, it is something that is never mentioned, for me I love how easy it feels when shopping their as It makes me feel comfortable to try anything. 

There is a consistent theme throughout the clothing you can buy form palace and that is, comfort being key. All products are comfy, easy and oversized which allows a more laid-back aesthetic one that fits in with target consumer being a skateboarder. The comfort of their clothes also runs into their social media pages being led with a very laid back, don’t give a sh*t approach by responding to negative comments and having a laugh when it comes to descriptions of their clothes on the web store. This shows how the brand is being communicated to the public and is one of the main futures of why It’s my favourite brand as its unconventional. 

“Every piece sold out instantly”

(Nast, 2019)

Palace have collaborated with many brands such as, arc’teryx, reebok, Calvin Klein, ralph Lauren and most recently Adidas. These collaborations they have done shows how in tune they are with their consumers and style the fit into, for the brands points of view it opens up a whole new consumer but from a consumer aspect it as it offers new creative designs and also gives us knowledge on a brand we may not have heard of before. During their most recent collaboration with Adidas both the brands worked consciously to make the adidas ultra-boost 21 shoe to become a sustainable product as well as making a cap and some socks “go from being 68% to 97% recycled materials” (Willson, 2021)

(Adidas X Palace shoe, 2021)

I think that the next direction palace should go into next is introducing more sustainable lines to move forward with the changing world, from a marketing point of view I think they should stary doing more gruella marketing like the brand unknown who did a treasure hunt to find products. This produced so much publicity for the brand and would be a great starting point to make the brand more known across other areas of fashion. 

Resources

Willson, T., 2021. Palace and adidas Reunite For Sustainability-Focused Running Capsule. [online] HYPEBEAST. Available at: <https://hypebeast.com/2021/10/palace-skateboards-adidas-running-collection-fw21-release-info> [Accessed 3 October 2022].

2021. Adidas X Palace shoe. [image] Available at: <https://hypebeast.com/2021/10/palace-skateboards-adidas-running-collection-fw21-release-info> [Accessed 3 October 2022].

Nast, C., 2019. The ten fashion items that defined the past decade. [online] British GQ. Available at: <https://www.gq-magazine.co.uk/fashion/gallery/10-items-of-decade> [Accessed 3 October 2022].

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