This unique text offers a holistic, insightful and timely exploration of sustainable practices across the fashion industry.
The book takes the reader logically through each part of the authors’ new
Responsible 9 Framework™
, providing a clear perspective and examples for each component. The framework thoroughly explains the move away from a singular product commercial focus to a
Conscious Item
approach and
Circular Services
business mindset. An organisation’s people are at the heart of the new framework and have therefore been rebranded as
Community
. Next addressed is the
Perceived Value
of an item or brand, and how sustainable pricing initiatives actively influence consumer purchase. Insights into
Accountable Systems
are reviewed to examine the importance of responsible processes when considering and integrating a successful, sustainable supply chain into a fashion business. The section on
Governance
looks at the different global organisations available to fashion brands and customers alike, which support their transition into a responsible and sustainable future existence. The last two sections of the framework are labelled
Storytelling Platforms
and
Honest Communication
, where transparent and honest strategies are highlighted and discussed from a viewpoint of how modern brands are engaging and connecting to the new conscious consumer. For each of the nine aspects, contemporary case studies from global brands such as Stella McCartney, Zalando and Arc'teryx, alongside insights from current, leading experts within the fashion world, bring the theory to life.
Showing how sustainability has been integrated throughout the entirety of the fashion business, this textbook is perfect for advanced undergraduate and postgraduate students Fashion Management, Fashion Brand Management and Fashion Marketing, as well as reflective leaders and practitioners within the industry.