Phoebe Cavanagh

About Phoebe Cavanagh

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People

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People is one of the four pillars defining the relationship between society and the fashion industry; in particular Gen Z. With today’s generation having grown up surrounded by advanced technologies, infinite sources of information and social media, selling, branding and marketing within the fashion industry has had to adapt to meet the digital needs of Gen Z.

For the fashion industry, a more authentic and direct way of advertising has become the new favoured and affective way of marketing. According to Francis & Hoefel (2018), consumers are more likely to be drawn to a product if it is an “expression of individual identity”; a personalised or customisable item attracts to the creative individuals that make up Gen Z.

Having grown up surrounded by strategies to beat climate change, the importance of environmental impact is very important to Gen Z. For brands to appeal to this audience, their company ethics need to be the centre of their branding, both online and in store so that customers have a deeper, more personal understanding of where the items came from and how they were made.

Inclusive marketing includes a wide range of races, genders and abilities in their campaigns and content. With Gen Z being one of the most vocal generations to exist, this is extremely important. Unafraid to speak up about the disadvantages towards certain ethnicities and races; many brands have made the shift from the ‘stereotypical model’ to the ‘real model’.

Dove is a global skincare and beauty brand that focus on inclusivity and diversity. Dove’s ‘real beauty’ campaign launched in 2004, featuring women of all different ages, bodies and ethnicities and have since focused on breaking cultural norms and gender stereotypes. These marketing schemes have created a relationship between consumers and dove, proving to them that they are aware of the change needed in todays society. Communication has not only made others feel more included but has also positively affected Dove’s sales, with an increase in sales from $2.5 to $4 billion in the first 10 years.

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MY FAVOURITE FASHION BRAND – BURBERRY

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Burberry is an iconic clothing brand created by Thomas Burberry in 1835. He created timeless pieces that have been showcased on celebrities from Audrey Hepburn in 1961 classic ‘Breakfast at Tiffany’s’ to Kate Moss’ Met Gala 2022 look. Throughout the years Burberry has released many variations of it’s classic 1914 nude trench coat that was originally designed for soldiers in World War 1 to make it appeal to consumers. It’s success has allowed the brand to change with time yet remain true to it’s British roots. Burberry has remained my favourite brand ever since i was a child; walking around the cold streets of London, seeing classy women wrapped up in their nude trench coats to the huge flagship store dominating Regent’s Street. Growing up in Britain, Burberry was a huge part of our culture; the classic ‘Haymarket check’ scarf reminds us of the frosty winter mornings and grey skies. Growing up and having a clearer, more educated view on the relationship between fashion and the environment, Burberry has remained my favourite brand by aligning with my values on sustainability. They have proven to have rapidly reduced their emissions and waste over the past 5 years and aim to be 100% climate positive by 2040. With the combination of iconic 90’s supermodels and todays most influential fashion figures such as Bella Hadid and Kendall Jenner still styling Burberry’s pieces, Burberry has kept it’s name as one of the most iconic and timeless designer brands in history.

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PLANET

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Planet is one of the four pillars discussed in relation to the Fashion Business. It consists of 17 sustainable development goals created and controlled by the United Nations with hope of decreasing climate change, ending poverty and making the world a peaceful and safe ecosystem. With the fashion industry being one of the main contributors to global pollution and carbon consumption, it is necessary that all is aware of the disasters that the business is creating.

It could be argued that ‘Planet’ is the most important pillar as it is negatively impacting us daily; underage workers are forced into working long hours with poor health and safety regulations, millions of animals are being used for cattle farming and huge amounts of land is being destroyed daily. One of the main issues is the poor relationship between consumers and fast fashion and the lack of understanding for the consequences of buying cheap, poor quality clothing from websites such as ‘Shein’

One way in which the fashion industry is looking to develop sustainability is through the concept of circular fashion. The idea of reusing and refurbishing materials which in turn reduces consumption, demand and production. Less production results in a decrease in extraction of natural recourses and pollution, helping to preserve our environment. Without change from our current unsustainable linear economic model of ‘make, use and dispose’, carbon dioxide emissions are expected to grow by 63% by 2030.

One SDG that impacts the fashion industry directly is ‘responsible consumption and production’. As stated earlier, the relationship between fast fashion and consumerism has had a huge negative impact on the world. Websites such as ‘Shein’ and ‘Aliexpress’ mass-produce thousands of clothing items at an extremely affordable rate in order to meet consumer demands. In order to do this, cheap, low-quality materials are used to keep costs down, resulting in disposal after only a few wears. With the increase in consumption, there is a demand for workers, which in countries such as Brazil, India and China, there has been a huge increase in child labor, poor wages and unethical health and safety regulations. The United Nations highlighted this issue and created solutions in order to regulate consumption and production through re-using clothing instead of buying more.

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